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Huggies case study
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| Words: 1386 | Submitted: 07-Dec-2011
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DescriptionThis essay is about marketing of Huggies products
Kimberly-Clark is well known around the global for the brands that are indispensable part of life for people in more than 150 countries. Everyday 1.3 billion people, nearly a quarter of the worlds population trust Kimberly-Clark brands and the solutions they provide to enhance their health, hygiene and well being. Huggies was first introducing in1978. Kimberly-Clark has made two major product improvements to Huggies diapers with in the last year by introducing the cloth like outer cover, stretchable tabs, and the new fastening system. Kimberly-Clark said that “the strategy is designed to emphasize core product lines and accelerate growth in developing overseas markets such as Russia, China, India, Turkey, and Brazil.”(Kimberly-Clark) Huggies target is on top of many market segments.
The company is the European market leader in both consumer and away-from-home tissue products with such well known brands such as Kleenex facial tissue, Scottex, and Andrex bathroom tissue. Its personal care products include Huggies diapers, Kotex feminine care pads, pull-ups training pants, wipes. This company also consists of changing pads, shampoo, body wash, lotions, oils, powders, creams and ointments for infants. Huggies have diaper sizes ranging from preemie to 5T. Huggies Pure and Natural diapers, which is hypoallergenic and free of latex and fragrance, has a liner that contains aloe & vitamin E for extra softness. The outer contains organic cotton as well as initial steps towards environmental improvements, without sacrificing the performance. The diaper will be sold in an outer bag made of 20% post consumer recycled materials. Most of the customers have already submitted orders for the new Huggies Pure and Natural diaper to begin offering it as part of their infant and baby care product offerings. The parents might have some concerns about the chemicals that are used in the disposable diapers but “we have done such extensive testing that consumers should have no concern whatsoever about the safety of this product.” (Diaper Dilemma)
The consumer products companies are raising the prices to consumer because of the major use in petroleum. Besides the gasoline the high oil prices is spreading beyond the pumps. Kimberly-Clark is raising prices on her products to recoup energy costs. Huggies said “it is increasing prices by 6 to 8 percent from mid-July to late August. The company increased prices by 4 to 7 percent in February.”(Beyond gasoline) The product’s customer thinks the companies are reducing the number of diapers in each box, even when the prices are not rising. Kimberly-Clark’s Huggies are trying new marketing approach to keep the recession- stressed new mothers from reaching less expensive products by messages designs. The ideal of Huggies is to make the mom feel proud to buy the product knowing that it will benefit ...
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