Kimberly-Clark

Part
01
of five
Part
01

Kimberly-Clark BCC Global Campaigns, Part 2

Some campaigns that Kimberly-Clark brands have run over the past 12 months to promote their baby and child care products are "Huggies Made By You" launch and Huggies digital campaign partnership with Yieldbot.

HUGGIES (USA) — JUNE 2018

HUGGIES (USA) — MAY 2018

Research Strategy:

To provide additional examples of campaigns run by Kimberly-Clark brands to promote their baby and child care products, we looked through the first request to avoid repeating the previously mentioned campaigns. First, we looked through Kimberly Clark's official site and related brand sites in the search for some mentions of any recent global campaigns regarding the promotion of their baby & child care brands. However, we found no related information regarding any global promotional campaign, either for these brands or for Kimberly Clark as a parent company.

Next, we looked through the international press for mentions of any global promotional campaign in the last 12 months either for their baby & child care brands or for Kimberly Clark as a parent company. However, we only found press news/articles for Kimberly Clark's BCC brands in specific countries such as India, Vietnam (mentioned in the previous request), and the USA.

Lastly, we tried looking for marketing case studies by consulting sources like Facebook Business, WARC, Consumer Goods, among others. However, we only found case studies for the previously included campaign and Huggies digital campaign partnership with Yieldbot.

Since we were unable to find any recent global campaign, we included in our findings two campaigns from the US that are the most recent. We searched for press releases/articles about these campaigns and included them in our findings.
Part
02
of five
Part
02

Kimberly-Clark BCC Global Campaigns, Part 1

Some campaigns that Kimberly-Clark brands have run over the past 12 months to promote their baby and child care products are Huggies Vietnam Facebook campaign and Huggies India "Moms Need Hugs Too" campaign.

Huggies (Vietnam) — September 2018

  • The brand used "Facebook's Collaborative Ads and dynamic ads" in order to increase their online sales.
  • The campaign targeted women aged 22 to 45, as well as fans of the Huggies Vietnam Facebook Page, previous customers, and product viewers that had not completed a purchase.
  • Campaign: https://www.facebook.com/business/success/huggies-vietnam
  • Press: N/A

Huggies (India) — May 2019

  • The brand partnered with Ogilvy to create "Moms Need Hugs Too" campaign that encouraged society to nurture mothers in India.
  • For the campaign, the brand launched a film, online tutorials for newbie dads, and a "limited edition ‘Diaper duty’ sample pack" to promote the help of family members to change diapers.
  • Campaign: https://www.youtube.com/watch?v=VA-dC7XNrG0
  • Press: https://indiantelevision.com/mam/marketing/mam/ogilvy-creates-huggies-momsneedhugstoo-campaign-190513

Research Strategy:

  • We were unable to provide "global" campaigns from the last twelve months.
  • For doing so, we tried the following strategies:
First, we consulted Kimberly Clark's official site in search for some case studies or news regarding the promotion of their baby & child care brands, thinking these could be found in their resources or news sections. However, there was no information regarding any global promotional campaign, either for these brands or for Kimberly Clark as a parent company.

Next, we tried finding news from international press regarding any global promotional campaign either for their BCC brands or for Kimberly Clark as a parent company. However, we could only find these press news for Kimberly Clark's BCC brands in specific countries.

Then, we tried searching for marketing case studies by consulting sources like Facebook Business and WARC, hoping we could find any global campaign from the BCC brands or Kimberly Clark. However, these sources only provided us with the Huggies Vietnam case study.
  • Since we were unable to find a "global" campaign, we included in our findings two campaigns made in two different countries, Vietnam and India. In doing so, we were also unable to provide a link to a press coverage of the Huggies Vietnam-Facebook campaign.
  • For this, we tried the following strategies:
First, we searched for any news regarding this campaign from the international press. However, we only got results from another previous campaign by Huggies Vietnam and Mindshare, which won an award on 2018.
Next, as we knew this campaign was done in partnership with Facebook and Pervorm, we searched in Pervorm's site for news regarding their collaboration with Huggies Vietnam, but we were only able to find the same case study and a link to Facebook's article about it.
Finally, we consulted marketing sources, like WARC for any news regarding this campaign, but there were only news pertaining Huggies brand positioning in Canada's market.
Part
03
of five
Part
03

Kimberly-Clark Competitors: P&G, Unilever, GP

P&G and Unilever are global brands for consumer products which includes beauty, personal, and baby care segments. Georgia-Pacific shared very little information about its baby care products and company key activities. All the information has been included in the attached spreadsheet.

1) PROCTER & GAMBLE

HOW THE COMPANY PRESENTS ITSELF TO THE GLOBAL MARKET
  • According to Statista, the global market share of disposable baby diapers, baby wipes and training pants of Procter and Gamble's (P&G) is estimated to be 18.24% in 2019.
  • Being the biggest consumer goods company in the world, P&G generated worldwide sales of about $18.08 billion with baby, feminine and family care products in 2018.
  • P&G is one of the leading companies in the global baby care market and its market share is expected to remain fairly constant over the coming years. The baby care market is composed of different sectors and products that include toys, wipes, disposable diapers, feeding accessories, body care products and soothers.
  • The baby, feminine, and family care segment accounted for 27% of Procter & Gamble's net sales. The company gets nearly 45% of its revenue from North America and 24% from Europe, while 65% of its total revenue is from developed markets.
  • With the challenges linked to the diversity of products and consumers in the global market, P&G’s marketing mix addresses such concerns to ensure high business performance. The consumer goods market is highly dynamic and it requires Procter & Gamble to adapt its marketing mix to match the challenges and opportunities in the global market.
KEY ACTIVITIES THE COMPANY HAS ANNOUNCED OR IMPLEMENTED IN THE PAST 6-12 MONTHS
  • P&G introduced new revolutionary diapers called Pampers Cruisers 360 FIT. It features a comfortable all-around stretchy waistband that adapts to every wild move a baby makes, which is similar to wearing “yoga pants”.
  • P&G announced a partnership in January 2019 with Loop, a circular e-commerce platform developed by international recycling leader TerraCycle. As part of a new effort that aims to change the world’s reliance on single use packaging and disposable waste, the company will be using reusable, refillable packaging on some of its most popular products. Hygienic products such as Pampers and Always will be using the technology that uses absorbent hygiene products into secondary raw materials for higher value applications.
  • As one of the leading global brands in the child and care segment, Pampers announced commitment to provide 5,000 baby changing tables for installation in public restrooms in North America by 2021 as part of its “Love the Change” campaign. This is to help address the inequality that hands-on dads face when it comes to taking care of their babies. Pampers partnered with Koala Kare to identify high-need public locations and provide baby changing tables for installation in the men’s restrooms. They have already identified the first 500 locations which includes parks, recreation centers, community centers and libraries.

2) UNILEVER

HOW THE COMPANY PRESENTS ITSELF TO THE GLOBAL MARKET
  • In 2019, Unilever increased its global share by 5.0% led by South East Asia and Brazil. The company’s growth was led by emerging markets and was balanced between volume and price.
  • The global brands of beauty and personal care segment of Unilever showed further increase in the number of local innovations which helped the company to capture emerging trends better and faster.
  • In 2017, Unilever was able to introduce a product into the $6.6 dollar e-commerce market for baby care products. They launched the Baby Dove brand and it made waves on Amazon. Baby Dove had a 42% share of header ads among relevant baby personal care terms on Amazon.
  • Unilever also entered the baby market in India to strengthen their presence in emerging markets. They also forayed into the baby products' category in the country with the launch of its baby care line via its Dove brand. They had shifted its focus to emerging markets because the brand faces sluggish growth in North America and Europe.
KEY ACTIVITIES THE COMPANY HAS ANNOUNCED OR IMPLEMENTED IN THE PAST 6-12 MONTHS
  • Unilever announced a new President, Sunny Jain, for the Beauty and Personal Care segment in March 2019. The Beauty and Personal Care division boasts some of the world’s most iconic brands such as Dove, Axe, Lifebuoy and Lux. [source 13]
  • Unilever’s brand Love Beauty and Planet has expanded across the UK to tap into the rising demand for beauty that is both ethical and environmentally aware. It includes products such as face masks, shampoos, conditioners, body washes, and boots. The brand boasts vegan-friendly claims and also uses bottles made from post-consumer recycled plastic.
  • Unilever also announced its enhanced ingredients transparency across the beauty supply chain. Consumers across Europe and the U.S. will be able to view the fragrance ingredient information for over 3,000 home care and beauty and personal care products. This decision was an industry first and it is paving its way to encourage other companies to do the same.

3) GEORGIA-PACIFIC

HOW THE COMPANY PRESENTS ITSELF TO THE GLOBAL MARKET
  • Georgia-Pacific is an Atlanta-based paper, chemicals, and packaging company. Georgia-Pacific is placed as one of the key industry players globally for the baby tissue paper market. The competition is based on top manufacturers, with production, price, revenue (value) and market share for each manufacturer.
  • According to 2017 data from Statista, Georgia-Pacific is the third leading toilet tissue vendor in the United States based on sales of about $2.09 billion.
  • The company is also one of the prominent players in the global baby wet tissues and wipes market. The assessment for this industry analyses the overall structure of the product, numbers of applications, price, demand, and supply. The market products includes body use, facial, and hand use in regions/countries such as North America, Europe, Middle East and Africa, Southeast Asia, and South America.
KEY ACTIVITIES THE COMPANY HAS ANNOUNCED OR IMPLEMENTED IN THE PAST 6-12 MONTHS
  • Georgia-Pacific announced that they will permanently shut down the communication papers machines, related converting assets, as well as the woodyard, pulp mill and a significant portion of the energy complex at its Port Hudson, Louisiana, facility. The company has laid off more than 650 people at its mill. The company director said that the printing and writing business was not sustainable and that it will close down the paper operation by mid-March.
  • A leadership change in Georgia‐Pacific has been announced in April 2019. The Executive Vice President for Consumer Products Group, Kathleen Walters, retired on June 1, 2019.

Research Strategy:

For Georgia-Pacific, there are very limited information pertaining to baby and child care products/ brands. Since this company is a paper, chemicals, and packaging company, the only baby-related products we found were baby wipes and baby tissue papers. We focused on this segment to understand the global position of this company and we found out that Georgia-Pacific is a key player in the market.


Part
04
of five
Part
04

Baby and Child Care Products: Market Size

The global market size for baby and child care products is projected to grow at a CAGR of 4.39% between 2018 and 2024. The current market size of baby care products is $94.96 billion.


KEY FINDINGS

GLOBAL MARKET SIZE FOR BABY AND CHILDCARE PRODUCTS

THE GLOBAL BABY CARE PRODUCTS MARKET

    • The Procter & Gamble Company
    • Kimberly Clark Corporation
    • Mothercare PLC
    • Unilever PLC
    • Johnson & Johnson
    • Nestle S.A.
    • The Himalaya Drug Company
    • Avon Products Inc
    • Artsana S.P.A.
    • Dabur International Limited

RESEARCH STRATEGY:

In order to find the global market size for baby and child care products, we leverage information from research databases that focus on specific markets. From this database, we were able to find the market size and the current growth rate for baby care products. From our findings, we found out that the global market size for baby and child care products in 2017 was $87.14 billion. We also found that the market is expected to grow at a CAGR of 4.39% between 2018 and 2024. Using these findings, we calculated the forecast market size for each year between 2018 and 2024, worked out below.

CALCULATIONS

2018 market size

$87.14 billion X 4.39% = $3,825,446,000
$87,140,000,000 + $3,825,446,000 = $90,965,446,000

2019 market size

$90,965,446,000 X 4.39% = $3,993,383,079.4
$90,965,446,000 + $3,993,383,079.4 = $94,958,829,079.4

2020 market size

$94,958,829,079.4 X 4.39% = $4,168,692,596.58
$94,958,829,079.4 + $4,168,692,596.58 = $99,127,521,675.98

2021 market size

$99,127,521,675.98 X 4.39%= $4,351,698,201.57
$99,127,521,675.98 + $4,351,698,201.57 = $103,479,219,877.56

2022 market size

$103,479,219,877.56 X 4.39% = $4,542,737,752.62
$103,479,219,877.56 + $4,542,737,752.62 = $108,021,957,630.18

2023 market size

$108,021,957,630.18 X 4.39% = $4,742,163,939.96
$108,021,957,630.18 + $4,742,163,939.96 = $112,764,121,570.14

2024 market size

$112,764,121,570.14 X 4.39% = $4,950,344,936.93
$112,764,121,570.14 + $4,950,344,936.93 = $117,714,466,507.1
Part
05
of five
Part
05

Kimberly-Clark Competitors: Honest Co. and Essity

The Honesty Company is a vital competitor in the global baby diaper market and it positions itself in global market through retail channels like Amazon and Coupang. Essity ranks fifth globally in the baby care market and second in Europe, sixth in Latin America and third in Asia. All the information has been included in the attached spreadsheet.

THE HONEST COMPANY

Global Market Positioning

  • Honest serves the South Korean market through Coupang online retailer.
  • They ship to all 50 US states, APO/FPO/DPO addresses, and Canada.
  • "The Honest Company is a mission-driven consumer products company dedicated to empowering people to live happy, healthy lives. Consumers seeking thoughtfully formulated, safe and effective baby, personal care and beauty products, along with education and support can find The Honest Company products across North America via honest.com and honestbeauty.com and at more than 17,000 retail locations."
  • Retailers of Honest includes Amazon, Target, and Nordstrom.
  • The Honest Company is considered as a vital competitor in the international baby diapers market according to MarketWatch.

Key Activities

  • On November 1, 2018, The Honest Company announced that Katie Bayne has been appointed to its Board of Directors. She is the second female member of the Board and her appointment is part of the company’s continuing commitment to ensuring a diverse and inclusive workforce.
  • On June 6, 2018, The Honest Company announced a $200 million strategic minority investment from L Catterton, the largest and most global consumer-focused private equity firm in the world. This investment will accelerate The Honest Company’s innovation initiatives as well as provide access to operational capabilities that will bolster its supply chain and global reach.
  • The Honest Company's CEO said that the company continues to be a disruptive force in e-commerce, retail and direct-to-consumer markets and L Catterton investment will further promote global scale by opening new distribution channels and unlocking expanded market opportunities.

ESSITY

Global Market Positioning

  • Essity's baby care category ranks 5th globally, 2nd in Europe, 6th in Latin America, and 3rd in Asia.
  • "In Europe, Essity markets baby diapers under its own Libero brand and under retailers’ brands. Essity’s strongest market is the Nordic region, where the Libero brand is the market leader. Examples of other strong regional brands are Drypers in South East Asia and Pequeñin in South America."
  • "The strategy is to hold the number one or two position in its selected markets and the company is particularly strong in Western Europe, where growth allowed the business to stay flat despite exiting the markets in India and Mexico in 2016-2017."
  • In 2017, Essity introduced the Baby Touch diaper and wipes brand in France, where the company’s Lotus brand also enjoys a strong position.
  • Essity's other strong regional brands are Drypers in Southeast Asia and Pequeñin in South America.
  • In 2017 the company stopped the hygiene company in India, the majority of which related to baby care. The reason for this was that profitability could not be achieved within a reasonable timeframe.

Key Activities

  • "The global hygiene and health company Essity has set additional packaging targets aimed at reducing its environmental footprint. One of the new targets states that 85% of the company’s packaging is to be manufactured from renewable or recycled material by 2025."
  • "The new targets are part of Essity’s commitment to the Ellen MacArthur Foundation’s plastic initiative “A line in the sand.” The commitment is aligned with Essity’s sustainability ambitions to improve the well-being of 2 billion people every day by 2030 and to reduce the environmental footprint of the company’s solutions by 33%."
  • "Essity is investing approximately SEK 400 million in an integrated facility for the production of pulp based on alternative fiber from plant-based agricultural by-products. The investment is taking place at Essity’s tissue plant in Mannheim, Germany. Production is expected to commence in the second half of 2020."
  • "To strengthen its competitiveness and increase its efficiency, Essity is today announcing the following changes to its organizational structure and Executive Management Team. The changes entail that the number of members of the Executive Management Team is being reduced from 14 to 12."
  • "Essity is divesting its 50% stake in the partly owned company SCA Yildiz in Turkey to the other part owner Yildiz."
  • "Essity will retain a presence in Turkey through its wholly owned Professional Hygiene, Incontinence Products and Medical Solutions operations."
Sources
Sources

From Part 03
Quotes
  • "P&G gets nearly 45% of its revenue from North America and some 24% from Europe. Nearly 65% of its total revenue is from developed markets."
  • "Unilever reports almost 58% of its income coming from emerging markets, and 43% coming from developed markets."
Quotes
  • "Georgia-Pacific Corp. was the third leading toilet tissue vendor in the United States based on sales of about 2.09 billion U.S. dollars."
From Part 05
Quotes
  • "In the baby diaper category, Essity offers open and pants style products, as well as ancillary items such as wet wipes, shampoo, lotion and baby oil, and is the world’s fourth largest player in the world and the second largest in Europe."
  • "In Europe, Essity markets baby diapers under its own Libero brand and under retailers’ brands. Essity’s strongest market is the Nordic region, where the Libero brand is the market leader. Examples of other strong regional brands are Drypers in South East Asia and Pequeñin in South America. "
  • "The strategy is to hold the number one or two position in its selected markets and the company is particularly strong in Western Europe, where growth allowed the business to stay flat despite exiting the markets in India and Mexico in 2016-2017."
  • " Also in 2017, Essity introduced the Baby Touch diaper and wipes brands in France, where the company’s Lotus brand also enjoys a strong position."
Quotes
  • "Essity offers open diapers and diaper pants for babies, and products such as wet wipes, shampoo, lotion and baby oil. The company is the fourth largest player in the world in this field, and the third largest in Europe."
  • " Examples of other strong regional brands are Drypers in Southeast Asia and Pequeñin in South America."
  • " In 2017 we stopped the hygiene company in India, the majority of which related to baby care. The reason for this was that profitability could not be achieved within a reasonable timeframe."
Quotes
  • "The global hygiene and health company Essity has set additional packaging targets aimed at reducing its environmental footprint. One of the new targets states that 85% of the company’s packaging is to be manufactured from renewable or recycled material by 2025."
  • "The new targets are part of Essity’s commitment to the Ellen MacArthur Foundation’s plastic initiative “A line in the sand.” The commitment is aligned with Essity’s sustainability ambitions to improve the well-being of 2 billion people every day by 2030 and to reduce the environmental footprint of the company’s solutions by 33%. "
Quotes
  • "Essity is investing approximately SEK 400m in an integrated facility for the production of pulp based on alternative fiber from plant-based agricultural by-products. The investment is taking place at Essity’s tissue plant in Mannheim, Germany. Production is expected to commence in the second half of 2020."
Quotes
  • "To strengthen its competitiveness and increase its efficiency, Essity is today announcing the following changes to its organizational structure and Executive Management Team. The changes entail that the number of members of the Executive Management Team is being reduced from 14 to 12."
Quotes
  • "Essity is divesting its 50% stake in the partly owned company SCA Yildiz in Turkey to the other part owner Yildiz."
  • "Essity will retain a presence in Turkey through its wholly owned Professional Hygiene, Incontinence Products and Medical Solutions operations. "
Quotes
  • "Coupang, Korea’s largest online retailer, today announced that it has entered into an exclusive arrangement with The Honest Company to bring the leading healthy lifestyle brand’s high-quality consumer products to South Korea. The agreement will expand Coupang’s direct-to-consumer e commerce offerings to include a greater selection of global brands by giving Korean customers access to an extensive range of over 150 unique items from The Honest Company."
Quotes
  • "We ship to all 50 US States, APO/FPO/DPO addresses, and Canada (for certain products only). "
Quotes
  • "LOS ANGELES (November 1, 2018) --- The Honest Company, a mission-driven business, today announced Katie Bayne has been appointed to its Board of Directors. Bayne is the second female member of the Board, and her appointment is part of the company’s continuing commitment to ensuring a diverse and inclusive workforce. "
  • "The Honest Company® is a mission-driven consumer products company dedicated to empowering people to live happy, healthy lives. Consumers seeking thoughtfully formulated, safe and effective baby, personal care and beauty products, along with education and support can find The Honest Company products across North America via honest.com and honestbeauty.com and at more than 17,000 retail locations. "
Quotes
  • "LOS ANGELES and GREENWICH, Conn. (June 6, 2018) --- The Honest Company® today announced a $200 million strategic minority investment from L Catterton, the largest and most global consumer-focused private equity firm in the world. The investment will accelerate The Honest Company’s innovation initiatives as well as provide access to operational capabilities that will bolster its supply chain and global reach"
  • "The Honest Company continues to be a disruptive force in e-commerce, retail and direct-to-consumer markets. This investment will further promote global scale by opening new distribution channels and unlocking expanded market opportunities. "