Case Analysis Of Kotex

VISION, MISSION AND GOALS

Kimberly-Clark Co.’s vision statement is “To enhance the Health, Hygiene and Well Being of People Everywhere, Everyday”. To ground Kimberly-Clark Co.’s vision in practical terms, Kotex comes out with a mission statement; “We know women and we want women to know too”. This mission statement shows that we are committed to satisfy women’s current needs while continuously develop a foresight into their future needs. We are together with them to a better hygiene, healthy and active lifestyle.

We will pursuit rapid growth through the achievement of goals which have been set and aligned to our company’s vision and mission. Our goals are: -

i. To increase our total sales by 60% by the end of year one. ii. To improve our

For decades, we have introduced innovation after innovation as a result of our intimate understanding of women’s bodies and the lifestyles they lead. By constantly monitoring the needs and wants of our customers, we found out that almost all women have problems during their menstruation such as itchiness or skin rashes, abdominal pain, backbone pain and bad odor. These factors have become barriers to women in leading an active lifestyle and to feel confidence in anything they work on.

Now, we make new improvement on our ultra-thin sanitary pads by incorporating good quality herbs from nature as added value, and to differentiate our product from other products offered in the market. Our innovations come from our desire to not only satisfy the needs of today’s women but also to inspire them with new ways on how to protect and care for their health and

“We can’t make women menstruate more but what we can do is get them to trade up with better products,” says Rebecca Dunphey, marketing manager of Kimberly-Clark’s Kotex brand. Hence, we are planning to factor in market demand in our drive for improvised product to help increase market share and enhance profitability.

Using product development as the driving force of our strategy, the next generation of Kotex is always rapidly developed. The aim is to stay far ahead of the competition. Kimberly-Clark is building off of this success with the introduction of some new brands under the U by Kotex moniker. Launched in June 2012, U by Kotex Sleek tampons and new U by Kotex Clean Wear Pads deliver great protection and performance through innovative designs, reinforcing the brand’s position as a game changer within the feminine care