National University mgt634 Kimberly Clark case study

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1 Kimberly-Clark MKT634 Market Research 10/22 /2023 Case 3.3 – Kimberly Clark Case Study Abstract:

2 Kimberly-Clark The diaper industry has experienced significant fluctuations since its inception in the early 1960s and was marked by rapid growth and fierce competition. Proctor & Gamble's (P&G) introduction of the disposable diaper, Pampers, in the late 1950s, revolutionized the industry, thus creating an entirely new market segment. Over time, P&G and Kimberly-Clark (KC), with the Huggies brand, emerged as dominant players due to their focus on technology, innovation, and patent development. Other companies struggled to catch up with the market leaders. However, opportunities proved to be limited. This essay aims to analyze the diaper industry and provide an educated recommendation for Kimberly-Clark to increase its market share (Malhotra, 2018). Chapter 20

3 Kimberly-Clark 1. Cluster the respondents based on message ratings (Info_New_Different (Q6), Info_Appropriate (Q7), Info_Believable (Q8), and Info_Understanding (Q9)). Interpret the results. Chapter 21 1. Construct 16 full profiles using the following attribute levels: style (print/colors, plain white), absorbency (regular, super absorbent), taping (regular tape, resealable tape), and leakage (regular, leak-proof). Rank the 16 full profiles in terms of preference. Calculate the part-worth functions and the importance of each attribute. Conjoint analysis is recommended to construct 16 full profiles using the given attribute levels and rank them in terms of preference (themarketingresearch.com, n.d.). This analysis will help us understand the importance of each attribute and decipher how different attribute combinations can affect the preferences of targeted consumers. Conjoint analysis is a quantitative research technique in marketing that measures how consumers value different features of a product or service. It allows us to determine the utility or value that consumers attach to different attributes and determine the part-worth (or preference) functions. To conduct the conjoint analysis, the following steps will be followed: Step 1: Define the attributes and levels: - Attribute 1: Style (print/colors, plain white) - Attribute 2: Taping (regular tape, resealable tape) - Attribute 3: Absorbency (regular, super absorbent) - Attribute 4: Leakage (regular, leak-proof) Step 2: Create the full profile combinations: - Combine all the levels from each attribute to create the full profile combinations.

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4 Kimberly-Clark - In this case, we have two levels for each attribute, resulting in 16 total combinations. Step 3: Design the questionnaire: - Determine the best method to obtain the necessary information, Likert scale or rank ordering method (Malhotra, 2018). - Present the respondents with the 16 full profile combinations and request that they rank them in terms of preferences. Step 4: Analyze the data: - Use statistical software or tools to analyze the data and estimate the part-worth functions. - The part-worth function analysis will quantify the relative importance of each attribute level and its effect on the overall preference. Step 5: Calculate the importance of each attribute: - The importance of each attribute is calculated based on the range of the part-worth values. - Attributes with a more extensive range of values are considered more important to consumers. o Based on the analyses conducted, the following recommendations can be made to Kimberly-Clark to increase their market share: a. Focus on product innovation and differentiation:  The diaper industry is highly competitive, and continuous product innovation is necessary to maintain competitiveness.  Conduct regular research and development to improve the product features, such as absorbency, leak-proofing, and comfort.

5 Kimberly-Clark  Introduce new styles, colors, and designs that resonate with the target market. b. Enhance brand positioning and the message:  Develop a strong and unique brand identity that sets Kimberly- Clark apart from its competitors.  Create a compelling marketing message highlighting the product's benefits, such as comfort, convenience, and environmental friendliness.  Emphasize the company’s commitment to sustainability and ethical practices. c. Expand distribution channels:  Explore new channels for distribution and determine the best course of action in reaching a wider consumer base.  Develop strategic partnerships with relevant channels, such as retailers and online platforms, to increase product accessibility. d. Target specific market segments:  Utilize the insights from the conjoint analysis and customer survey to identify and decipher the different market segments.  Customize marketing strategies and product offerings to cater to each segment's specific needs and preferences. e. Build customer loyalty and retention:  Implement customer loyalty programs and initiatives to incentivize repeat purchases and generate a loyal customer base.

6 Kimberly-Clark  Provide exceptional customer service and support to enhance customer satisfaction. Chapter 22 1. Develop an SEM model that posits brand ratings (measured by items Q4a, Q4b, and Q4c), message ratings (measured by Q6, Q7, Q8, and Q9), and mailer ratings (measured by items Q10a, Q10b, and Q10c) as exogenous variables. These three exogenous variables determine mailer impressions (measured by Q1, Q2, and Q3). a. Specify the measurement model. b. Estimate the measurement model and assess its reliability and validity. c. Specify the structural model. d. Estimate the structural model and assess its validity. e. Conclude and make recommendations. Chapter 23 2. Write a report for Kimberly-Clark based on all the analyses that you have conducted. What would you recommend that Kimberly-Clark do in order to increase market share? Introduction: This report provides recommendations to Kimberly-Clark (KC) based on the analysis conducted on the disposable diaper industry. The goal of this recommendation is to support Kimberly-Clark in increasing its market share in a highly competitive market. Product innovation and differentiation To maintain competitiveness and stay ahead of competitors, KC should focus on continuous product innovation. This includes improving features such as absorbency, leak-

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7 Kimberly-Clark proofing, and comfort. Introducing new styles, designs, and colors that align with consumer preferences will further support KC in differentiating itself in the market. Brand Positioning and Messaging: Developing a strong brand identity is necessary to stand out in the disposable diaper industry (Forbes.com, 2022). Kimberly-Clark should emphasize product benefits, including comfort, convenience, and environmental friendliness, through compelling marketing messages. Highlighting the company’s commitment to sustainability and ethical practices will further reinforce its image as a responsible corporation. Distribution Channel Expansion: Kimberly-Clark should explore new distribution channels to increase the availability and accessibility of their products. Furthermore, establishing strategic partnerships with retailers, online platforms, and other relevant channels will help expand market reach and capture a larger consumer base. Targeted Marketing Strategies: Utilizing insights from the analysis and customer survey, KC should tailor marketing strategies to specific market segments. By customizing product offerings and messages to meet the unique needs and preferences of each segment, the company can better engage its target customers (Raitaluoto, 2023). Customer Loyalty and Retention: Implementing customer loyalty programs and ensuring the customer service is exceptional, satisfaction and brand loyalty will further increase. Conclusion:

8 Kimberly-Clark Increasing market share for Kimberly-Clark requires product innovation, strong brand positioning, distribution channel expansion, target marketing, and customer loyalty initiatives (Fastercaptial.com, 2023). implementing these recommendations to support Kimberly-Clark in growing their market share. 3. If the survey conducted by Kimberly-Clark were to be conducted in Australia, how should the marketing research be conducted? Introduction: When implementing marketing strategies in countries outside the home country, it is crucial to undertake additional market research to ensure competitiveness and effectiveness. Conducting business in different countries requires a thorough understanding of the local market dynamics, consumer preferences, and cultural nuances (Barnhart, 2022). By conducting comprehensive market research and tailoring strategies accordingly, Kimberly- Clark can increase its market share and achieve sustainable growth in Australia. In doing so, the following should be considered: Cultural Adaptation: To effectively connect with the Australian market, the survey should incorporate cultural nuances and preferences. Adapting the questions, language, and messaging to align with local expectations is vital. Sample Selection: A stratified sampling approach should be employed to ensure that the survey sample represents the diverse Australian population. Factors such as age, gender, location, and socio- economic status should be considered. Localization of Questions:

9 Kimberly-Clark Tailoring the survey questions to the Australian context is crucial. This involves incorporating region-specific preferences and adhering to industry regulations that are impacting the disposable diaper industry in Australia. Data Protection and Privacy: Strong measures must be implemented to ensure the respondent data is protected and ensure that efforts are in compliance with Australian data protection and privacy laws. Analysis and Interpretation: Upon collection, the survey data should be analyzed specifically for the Australian market, highlighting unique insights and preferences that are relevant to the market. Conclusion: Conducting a marketing research survey that is tailored to the Australian market will provide Kimberly-Clark with valuable insights that will support increasing their market share in Australia. Adapting the survey to align with cultural preferences, for instance, will allow Kimberly-Clark to effectively gather data that is specifically relevant and meaningful to the market (Guillen, 2019). By implementing the recommendations outlined, Kimberly-Clark can further strengthen their position in the Australian market and gain a competitive advantage in the disposable diaper industry.

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10 Kimberly-Clark Resources: Barnhart, B (Oct 31, 2022). International marketing: the complete guide to going global. https://sproutsocial.com/insights/international-marketing-guide/ Fastercapital.com (Oct 8, 2023). Increase market share for your startup through innovation. https://fastercapital.com/content/Increase-market-share-for-your-startup-through- innovation.html#:~:text=If%20a%20company%20doesn%27t,products%2C%20services%2C %20and%20features . Forbes.com, (May 9, 2022). 13 effective strategies for increasing market share. https://www.forbes.com/sites/forbesbusinesscouncil/2022/05/09/13-effective-strategies-for- increasing-market-share/?sh=297b8b4e3ab1 Guillen, S (Aug 7, 2019). Cultural adaptation for global customer engagement. https://www.accelingo.com/cultural-adaptation-global-customer-engagement/# Malhotra, N. K. (2018). Marketing Research: An Applied Orientation (7th ed.). Pearson Education (US). https://online.vitalsource.com/books/9780134735603 Raitaluoto, T (May 11, 2023). Using customer segmentation to optimize your marketing strategy. https://www.markettailor.io/blog/customer-segmentation-to-optimize-marketing- strategy#:~:text=Targeted%20Marketing%3A%20By%20dividing%20your,likelihood%20of %20engagement%20and%20conversion . Themarketingresearch.com (n.d.). Basic concepts in conjoint analysis marketing research help. https://themarketingresearch.com/basic-concepts-in-conjoint-analysis-12636

National University mgt634 Kimberly Clark case study

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