Professional Documents
Culture Documents
•Competition
•Acquisitions
•Cheaper technology
•Emerging markets and expansion
•Economic slowdown
abroad •Exchange rate fluctuations
•Innovation
•Lower cost competitors or imports
•Online Business and media
•Maturing categories, products, or
•Product and services expansion
services
•Takeovers
•Price wars
•Product substitution
Time Line Kimberly-Clark Proctor And Gamble
1968-1969 K&C entered the Market It’s spread it’s wings in whole North
with a product Kimbies America in 1969
1970 Share Market was just 8% While it was dominating the Market
with 92% share
1974 Share Market Grew due to While the share of P&G was decreasing
product superiority to 20% but it realized the importance of R&D
Interest Started to decline It innovated it’s product in form of
and Market share felt Tissue to pulp fluff, and moving on to
adhesive tab in the next year
Contd…..
Time Line Kimberly-Clark Proctor And Gamble
1976 Market Share kept low Introduced a new product in the form
of Luvs with new features and it was
priced 25-30% above pampers
1978 Realized their Mistake and Due to introduction of Huggies, P&G
introduced Huggies to replace reacted by rolling the Luvs nationally
Kimbies backed by a great despite poor test results and suffered
marketing team & a setback.
introduction with large
Promotional & advertising
1980 K&C huggies had just 7.1 % P& G overall Market Share was 65.5
Market Share % share
1984 Huggies Market grew to 24% In P&G camp the share of Pampers
was continuously falling but the
share of Luvs was continuously
increasing
1986 K&C stopped the Production Market share was lost as it was not
of kimbies –their flagship changing itself to the times and the
product to make space for innovation being Made in the Diapers
Huggies Industry.
Contd…
Time Line Kimberly-Clark Proctor And Gamble
Changed it’s strategies:-
• Repositioned the Pamper as a
Premium Product through
improvement In pampers.
• Invested $500 million in production
system
•$225 in additional advertising
1986 K&C introduced it nine P&G introduced the Super Thin
months later Diapers
1976 Diaper Market was just 35% of U.S. Babies due to Un-communicated
Benefits.
1983 Aspirations of consumers Changed as they started wanting best
products despite high prices or they wanted low prices.
1984 Market Share Captured by K&C was mainly from Pampers Share and the
Other Share’s and the Luvs share kept on increasing.
1988 P& G was mainly depended on Japan for it’s raw materials.
In 1988, Cellanese started Operations in U.S.
•Environmental Issue:
Japan:
• Incontinence Products