Assignment

Strategic Branding Mid-term

Specific Goals?

Kleenex had become generic product so it was taken for granted. It was known and respected but not loved, so Kleenex had to change its brand perception from being well known to loved. Also, the growth of market share had stalled due to an increasing commoditized market where own-label quality was often parity. Kleenex had to come up with a new branding strategy in order to increase sales, which therefore would increase its market share.

Where will the business come from and who will provide the growth?

Most of the business came from UK and US. The improvised brand strategy was a target and product functionality refocus. There was a shift in target audience from buyer to user. The brand promise was turned from functional to emotional (Kleenex wanted people to engage in the brand emotionally and change their relationship with the brand).

What do we do they do now?

Consumers felt more comfortable expressing their joy and excitement but other emotions such as sadness and disappointment made them feel uncomfortable. Kleenex had been positioned as being about control i.e. returning to a state of control when consumers felt such vulnerable emotions. Also, results from surveys showed that men in the U.K. wanted to express their feelings.

What do we do tomorrow and what experience, information and demonstration will change their behavior?

Kleenex could provide encouragement for people to get over their discomfort of emoting. It could be a permissive brand encouraging people to act differently such as crying, shouting, screaming and laughing when they wanted to. We want Kleenex to have communication campaigns and ads where people are encouraged to talk about their feelings. Emphasis should be shown about men emoting their feelings so that it can be socially acceptable.

What are the pivotal moments to change behavior?

The brand created a rallying cry that encouraged people to let go of their bottled up emotions....