Transcript: To prevent buyers from getting bored, Kleenex has even started coming out with different versions of their tissues, such as fruit-shaped, scented, and even Kleenex for men. Kleenex then and Kleenex now are very different, in both their looks and their purpose, but they do have something in common. Both versions of Kleenex are facial tissues; they both help clean our face, whether it's our make-up or our noses America's #1 Brand of Tissues Kimberly-Clark Corporation invented and manufactured Kleenex tissues. Imagine sitting at home with a cold; you have a runny nose and no tissues. I know colds aren't very fun anyway, but without Kleenex, they'd be even worse. I know Kleenex tissues don't seem like a big deal, but thinking about this makes you realize that they have a pretty important purpose. Kleenex has impacted society by helping us keep our faces clean, whether it's removing make-up or wiping our noses. They've improved our hygiene and helped us when we're sick. Kleenex THE END! Then: When Kleenex were first invented, they were created to be make-up removers. At that time, nobody had any intention for them to become something else, like the tissues we use them as today. They were endorsed by actresses that used it to remove their theatrical make-up, which was how Kleenex tissues became so popular. Softer tissue Our Use Of Kleenex Today What old Kleenex and what present Kleenex have in common The Invention of Kleenex Today, we rarely use Kleenex to remove make-up. Instead, we use Kleenex tissues to blow our noses and block our sneezes when we're sick. An example of why Kleenex is important to us... Impact on Society Rectangle shape Plain box In 1924, Kleenex, today's #1 brand of tissues, were invented. Now: Rough tissue Box shape Why Kleenex were first created Detailed box
Transcript: Thank You! Product Positioning Cnt. Channel Integration Incentives- Cyberbait Privacy & Security Special Benefits/Bonuses Flanker Brand due to its wide variety of products under the same brand but different name. 4. Point of Purchase a. Small travel packages at check- out lanes Media Selection Mean- Ends Chain Sponsorships & Special Events Sender Encoding Devices Feedback Ngiyabonga "Someone needs one" Attributes Benefits Personal Values Soft Comfort Self- Respect Ingredients Moisture Wisdom/Pleasure Size Compact Comfortable/Wise Accessibility Quick Comfortable Life Packaging Easy Happiness/Self-R. Danke Kleenex Affective: tak 1. Kleenex. N.p., n.d. Web. 20 Apr. 2016. <https://www.kleenex.com/>. 2. Clow, Kenneth E., and Donald Baack. Integrated Advertising, Promotion, and Marketing Communications Value Edition. N.p.: Pearson College Div, 2015. Print. 3. "Kleenex Brand Launches Break-Through Tool That Predicts Where the Cold and Flu Will Hit Next." Digital Journal. Digital Journal, 24 Sept. 2013. Web. 20 Apr. 2016. <http://www.digitaljournal.com/pr/1484622>. 4. ""Kleenex "Share Kleenex Care"" for Kleenex (by Geometry Global - New York HQ)." AdForum.com. Adforum, 2015. Web. 20 Apr. 2016. <http://www.adforum.com/agency/6647774/creative-work/34523461/share-kleenex-care/kleenex>. 5. Faw, Larissa. "Kleenex Launches Real-Time 'Care' Campaign." Mediapost. Mediapost, 19 June 2015. Web. 20 Apr. 2016. <http://www.mediapost.com/publications/article/252416/kleenex-launches-real-time-care-campaign.html>. 6. Neff, Jack. "Kleenex Launches Real-Time 'Care' Campaign." Adage.com. Advertising Age, 15 June 2015. Web. 20 Apr. 2016. <http://www.mediapost.com/publications/article/252416/kleenex-launches-real-time-care-campaign.html>. 7. "Digital Contagion_Kleenex Digital Strategy." New Media Drivers License. New Media, 20 Mar. 2013. Web. 20 Apr. 2016. <http://newmediadl.cas.msu.edu/homework/1014/105797>. Coupons offered on the website Bonus packs 1. NASCAR Sprint Cup 2. 2002 Olympic Games 3. Special Needs Baseball League in North Carolina Paldies Behavioral Evaluations Brand etc. Message Evaluations TV ads Radio Print/Magazine Billboards Press Release In House: 1. None **Video Tactics** Traditional The Self- Improvers The consumers are focused on the benefits of the product rather than the look of the product itself. Everyone can use the product Product is perceived by performance and quality Misaotra anao teşekkür ederim The Brand 1. Resonance-> shows personal connection/ experience shared by the dog & owner. 2. Emotional-> used to relate the product to the experience, which reinforced the use of the Kleenex. "Someone needs one." or "Don't carry a cold in your pocket." The Agency Businesses can offer Kleenex Consumer Promotion Message Strategies Source Characteristics Executional Framework Everyday people "Because not all tissues are Kleenex" Salamat Product Positioning þakka þér Similarity & Likability Trustworthiness Business to Business Product Usage Typical Persons **Story Telling** Chance's Story tack Price: about $3 Distribution: In all stores (Grocery/Convenience) Competitors: Puffs Quality: Durable and Reliable Product User: Anyone Cultural Symbol: None **Social Media** **Real- Time Marketing** Objective: To share the idea of "Caring" Target Audience: Mothers with children & any teen or older Message Theme: Sharing & Caring for others The Support: None Constraints: Name is at risk due to "Kleenex" becoming a generic trademark. Creative Brief E-Commerce: Out of House: 1. JWT: World's best- known marketing communications brand 2. VSA: Chicago based agency gràcies 1. Buzz Marketing a. Consumers who like the brand ie. Word of Mouth b. Company Employees Benefit Segmentation e dupe Diolch 2. Emotional Reaction Test a. relies on reactions of comfort and warmth Kleenex- Overt name due to its obvious purpose The brand includes items that are used for cleaning or personal use eskerrik asko Decoding Receiver Response Noise Product Attributes Competitors Use or Application Price Quality Relationship Product User Product Class Alternative Marketing **Slice of Life** Market Segmentation Work Cited Negative press release 1. Sales & Response Rates a. Kleenex measuring their sales & performance Metrics: 1. Brand Buzz 2. Facebook Likes 3. Tweets/ Retweets 4. Traffic Tagline: Social Media grazie hvala ti Engage fans Increase exposure Avenue for customer interaction Increase sales 1. Advertising Tracking Research a. monitor brand performance & effectiveness Kleenex & Betsy Johnson release new design Tyler, Andrew, Tyler, Scott, Cantrell **Content Marketing** Non- Traditional Communication Process 3. Life- Style Marketing a. Relates to target audience 2. Guerrilla Marketing a. Video marketing campaigns
Transcript: Products How did Kleenex get their name? Blowing nose Cleaning up stains and spills Removing Cold Cream/Make-up Other Products: Pocket packs Pop up cartons Hand sanitizers Skin Cleansers Kimberly-Clark's Company went to Germany to look at newly developed products and found Cellu-Cotton. It was fluffy paper that supposedly absorbed liquid really well. It was used for filters in gas masks, pads in bandages, etc. During the war, nurses used Cellu-Cotton for when they were on their period. This was later on called Kotex. Unfortunately, feminine hygiene was not commonly advertised at the time. Later on, it was found out that Kotex can be used as cold cream or make-up remover. They renamed this as Kleenex, "Kleen" meaning "Clean", and "ex" from Kotex. In about 1924, Kleenex was also found to be a great handkerchief substitute when Kimberly Clark's head researcher had a bad cold and used Kleenex for it. Kleenex then became popular and a No. 1 tissue brand due to it improving hygiene and preventing diseases. Rated the No. 1 tissue brand in the world Made of fibers that makes tissues soft and strong Most people use Kleenex brand over other brands Sanitary Anti-Viral Kleenex tissue kills 99.9% of cold and flu viruses within 15 minutes Multiple kinds of tissues Many uses Most known for: Facial tissues Paper towels Wet wipes Dinner napkins Uses First sold for 50 Cents Now sold for $1-2 Other products: Hand towels - $3-4 Hand sanitizers - $7-10 Works Cited Images: A Box of Kleenex Machine (FT-HM_ I). Digital image. Alibaba.com. Alibaba, n.d. Web. 13 May 2015. <http://qytchbjx.en.alibaba.com/product/533334725-212348586/A_box_of_kleenex_machine_FT_HM_I_.html>. Evink, Julie. Kleenex hand towels. Digital image. Julie's Eats & Treats. Julie's Eats & Treats, 20 July 2013. Web. 13 May 2015. <http://www.julieseatsandtreats.com/2013/07/kleenex-hand-towels-cleanhands-cgc/>. KLEENEX® Antibacterial Foam Skin Cleanser. Digital image. Kimberly-Clark Professional. Kimberly-Clark Worldwide, Inc., n.d. Web. 13 May 2015. <http://www.kcprofessional.com/products/skincare/antibacterial/foam/91594-kleenex-antibacterial-foam-skin-cleanser>. Kleenex® Collection Pocket Packs. Digital image. Kleenex.com. Kleenex, n.d. Web. 13 May 2015. <https://www.kleenex.co.uk/products/kleenex-collection-pocket-packs>. KLEENEX DINNER NAPKINS WHITE IN DISPENSER BOX 20/40 Ct. Digital image. Top General Merchandise. Tgm123.com, n.d. Web. 13 May 2015. <http://tgm123.com/wp-content/themes/shopperpress/thumbs/KLEENEX-DINNER-NAPKINS-WHITE-IN-DISPENSER-BOX-401.jpg>. Kleenex Executive Facial Tissues 4720. Digital image. Tensens.com. Tensens Cleaning Supplies, n.d. Web. 13 May 2015. <http://www.tensens.com.au/CRC4720/Kleenex-Executive-Facial-Tissues-4720/pd.php>. Kleenex Green Certified Foam Skin Cleanser 6/1000 ML - See More At: Http://www.cpjmarket.com/kleenex-green-certified-foam-skin-cleanser-6-1000-ml.html#sthash.6ATB6kDi.dpuf. Digital image. CPJ Market. CPJ Market, n.d. Web. 13 May 2015. <http://www.cpjmarket.com/kleenex-green-certified-foam-skin-cleanser-6-1000-ml.html>. Kleenex Logo. Digital image. Pinterest.com. Pinterest, n.d. Web. 13 May 2015. <https://www.pinterest.com/pin/568438784190880425/>. Kleenex machine. Digital image. NETTY14.com. N.p., n.d. Web. 13 May 2015. <http://i01.i.aliimg.com/photo/v22/533334725/A_box_of_kleenex_machine_FT_HM.jpg>. Kleenex® Moisturizing Instant Hand Sanitizer Foam. Digital image. UGS Medical. Unimed Government Services, LLC, n.d. Web. 13 May 2015. <http://ugsmedical.com/HandSanitizers/kleenexhandsanitizerfoam.html>. Kleenex Wipes. Digital image. Kleenex.com. Kleenex, n.d. Web. 13 May 2015. <http://www.kleenex.com.my/Images/products/kleenex_wipes/KleenexWipes_Sanitizing.jpg>. Combination of Clean and Kotex How is Kleenex made? Sites: "Frequently Asked Questions (FAQ) | Kleenex® Brand Tissues." Kleenex.com. Kleenex, n.d. Web. 12 May 2015. <https://www.kleenex.com/FAQ.aspx#top>. "The Kleenex® Brand Story." Kleenex.com. Kleenex, n.d. Web. 12 May 2015. <https://www.kleenex.com/BrandStory.aspx>. "Kleenex® Brand Through the Decades | Kleenex® Brand Tissues." Kleenex.com. Kleenex, n.d. Web. 12 May 2015. <https://www.kleenex.com/story.aspx>. "Kleenex." Wikipedia. Wikimedia Foundation, 8 Nov. 2014. Web. 12 May 2015. <http://en.wikipedia.org/wiki/Kleenex>. "Milestones." Facebook. Facebook, n.d. Web. 12 May 2015. <https%3A%2F%2Fwww.facebook.com%2FKleenex%2Finfo%3Ftab%3Dmilestone%23>. What Makes Kleenex So Good? History Mixes pulp and water to create fibers The mixture gets processed through a creped wadding machine and more water is added to it The cellulose fibers gets separated in refiners to form sheets made of 95% fiber and 5% water Sheets get dried and creates one tissue by piling two sheets together The tissues then get inter folds in a tissue box Tissues made of 100% virgin fiber for softness Made of cellucotton How Much Does Kleenex Cost?
Transcript: We have a different variety of Tissues . Why you need It???? “Don’t Carry a Cold in Your Pocket” Everyday Use Diapers Tampons Toliet Paper Paper Towels Major Brands: Huggies Cottonelle Other Facts In 1943, Kleenex began licensing the Little Lulu cartoon character to popularize the brand. Created in 1924 In Competition with Puffs and others. Kleenex Cool Touch-Perfect for sore nose contact Ultra Soft- Soft for extra comfort Tissues with Lotion-a touch of lotion for soothing touch. Anti-Viral-Killing 99.9% of virus Other Products: Variety Tired of Using the same old handkerchief than use Kleenex a new disposable handkerchief. They are used for fighting colds and blowing you runny noses.
Transcript: Research Campaign Theme Generate $20 Million in revenue sales from the newest product from Kleenex Tissue Brand Kleenex Target Audience Threats: Saturation. Cheaper Store brands.Procter & Gamble own Puff's Tissue Brand, Kleenex's largest and most well-known competitor Work with children (2-12) Celebrity sponsor Ad space Social Media Special Promotional Event Flyers Cake Boss Ellen Degeneres To show that the Anti-Viral Tissue and the Kleenex brand is worth the consumers' investment. Kleenex's innovation will not stop with the anti-viral tissue. Mothers ages 25-40 Opportunities: Large market for the product Thank You For Your Time! Communication Strategies Budget By:Hiriam Bradley. Nicholas Ciccone. Antonio Estrada. Ryan Kraft. Ryan Wittman Key Messages Kleenex's Anti-Viral Tissue stops the spread of the flu virus by disinfecting mucus that comes in contact with the tissue within 15 minutes. This innovative technology is patented by the Kleenex and there is no other technology like it in the market. Day in the Life Business Objetives Communication Challenges Strengths: Brand Awareness is high. Dominant brand with 46% market share. On Interbrand's annual Top 100 Global BrandsInnovative Weaknesses: Brand prominence increases business risks. $1 million budget Kleenex Box Expense - $225 Central Park Permit - $25 Alicia Keys Celebrity Endorsement - $250,000 Tents/Tables - $1,800 Ad Space (People Magazine) - $305,000 Ad Space (The New Yorker) - $154,000 Catering (Fresh Made NYC) - $5,000 Security - $3,416 Cake Boss - $11,000 Flyers (2000) - $500 DJ Aldon Ent - $2,900 Lauren Held Designs - $150,000 Unused: $116,134 Event Logistics Social Media (enhancing their current social media web pages) Advertising the product through numerous print outlets Celebrity Endorsement (Alicia Keys) Flyers for the Event Cake Boss Ellen Degeneres To introduce Kleenex Anti-Viral into the North American marketplace Have toddlers or young adolescents (2-12) Permit cost/rental cost for Central Park Cost to bring Alicia Keys to event Ad Space in People Magazine and New Yorker Fresh Made NYC for cost of food Park security Cake Boss- (201) 659-3671 Fliers from FedEx Kinkos 1 (800) 463-3339 Lauren Held Designs DJ from Alden Entertainment Cost of Tents and Tables Further solidify the Kleenex brand image in the market Softness Worth Sharing 8am: Set up 1pm: Doors Open 2pm:Event starts-CEO opening remarks 2:15pm: Play area for kids/Adult mingle 3pm: Alicia Keys 3:15: Lunch 4:15: Alicia Keys/dessert 4:50: CEO Closing Remarks 5pm:End Event 5pm-8pm: Clean-up Mary Withers is a 32 year old mother from New York who has two children, a daughter who is 5 years old and a son who is 8. She works as a secretary at a law firm, but she considers parenting her full-time job. She is on the PTA board for her childrens' school and attends every soccer game her son plays in. Her main concern is her childrens' health, so she buys the best quality products in regards to her childrens health. She loves Kleenex and it is the only facial tissue you will find in the Withers household. Host a special promoting the new Anti-Viral Tissue Why is the Product Innovative? SWOT Increase awareness around the brand and the new product Tactics Customers understanding the concept about the new anti-viral tissue Creative ways to promote the tissue Making sure Kleenex's promotion of the special event is not overlooked by our celebrity Elementary school teachers
Transcript: kleenex now more than just tissues no one knew exactly what the main use for the Kleenex would be Works Cited Kleenex it was created to help men and women with personal hygiene invented in 1925 by kimberly-clark company Template by Missing Link Images from Shutterstock.com Kimberly Clark gave an assistant a Kleenex in place of a handkerchief to help with his hay fever Take a Kleenex tissue for your largest issue www.kleenex.com
Transcript: Kleenex Kleenex was created in 1924 by a paper manufacturing company called Kimberly- Clark. It was first marketed as a cold cream/ make up remover, targeted at women. The first ad appeared in 1925 and by 1927 a steady stream of women were using it. Kimberly- Clark now makes 1 Billion dollars annually by reaching 4 billion people in 150 countries. In the 1930's they began a new campaign and the sales doubled. During WWII It was used for sterile dressing by field doctors. After one of the workers for Kimberly- CLark began having hay fever he began using Kleenex to help his symptoms. Soon he realized that Kleenex could be used for both men a women as a replacement for handkerchiefs.
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