1. Marketing Strategy
By: Christina Gallanis

2. • Kleenex is a division of Kimberly-Clark, a paper
manufacturer.
• Kleenex was invented in 1924 and marketed
towards women only. It was marketed as a
product to be used as a disposable substitute
for face towels.
• In 1930 Kleenex was now being advertised as
a handkerchief substitute.

3. • Competitors of Kleenex are other brands that
sell similar tissue products like Puffs.
• Kleenex has been the Number 1 brand of
facial tissues in the world since 1924.
• It is hard to identify a target audience of
Kleenex since everyone needs tissues and
everyone sneezes.

4. Marketing Strategy
• Since Kleenex is such a successful product a
good marketing strategy would be one that
works keep a good relationship with its loyal
customers and to continue to gain new
customers.
• Using Social media, internet marketing, and
digital marketing is a great way to do this.

5. Facebook
• Kleenex already has a great Facebook page.
• Their Facebook page presents a lot of
information about the company, new product
information and provides opportunities for
interactions with their customers.

6. Twitter
• A great idea is to start an official Kleenex
twitter account.
• Tweeting information about new products,
promotions, and cold and flu tips.
• Also re-tweeting and tweeting back at
followers to interact with consumers.

7. Mobile Marketing
• An idea for an app that Kleenex could create
would have information and tips for cold and
flu season.
• It could give notifications if it is being reported
that the cold and flu is gong around your area.

8. Measure Success
• Measuring success can be done by:
– Counting the number of likes on Facebook
– Counting the number of followers on twitter
– Using Google Analytics to see the progress of your
online sites.

9. Budget
• Kleenex’s total annual revenue is about $1.6
Billion
• So an estimated $4.8 million per month
budget for this marketing strategy is needed
to work.
• Kleenex’s seasonal peak is allergy season but
everyone needs tissues all year round.

10. Summary
• Using this estimated budget and this
marketing strategy I believe that Kleenex’s
marketing will reach a large audience.
• It will also help gain new and maintain good
relationships with customers.