Marketing Communications Imc Plan Essay

5977 Words Jun 9th, 2013 24 Pages
Huggies IMC Campaign

IMC Campaign
Huggies biodegradable “Enviros” Nappy Pants
Tom Naughtin, Eleanore Kiffer, James Tammesild, Ventsislav Stoev

Huggies IMC Campaign

IMC Campaign
Huggies biodegradable “Enviros” Nappy Pants

Internal analysis:
Kimberley Clark
Kimberly Clark is a multi-national corporation that provides basic essentials in health care and personal supplies for those of all ages. Kimberly Clark generates over 1 billion dollars annually within the Australian and New Zealand economy. They are one of top 300 companies in Australia, and employ 1871 employees. Huggies is one of the leading subsidiaries for Kimberly Clark. Huggies falls under the ‘tissues and other paper product manufacturing’ sector for which
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This caused some negative effects on the company’s production, conversely effecting profits and led to a decline in earnings. This has since improved with large returns in both 2009 and 2010 earning approximately $2.9 billion dollars and they continue to work hard to improve this.
External Analysis
Baby Product Market
The Baby product market is a 4.4 billion dollar a year industry. Contributing to almost 0.5% of total GDP. Its continuing growth of 1.1% per annum is set to rise primarily as a direct result of growing birth rates. The rising percentage of females in the workplace coupled with the increasing age of first time parents has led to more spending power for consumers and a lean towards a higher demand of premium baby products. Within this market, Clothing, food and nappies contribute to over 60% of all consumer spending.
Nappy Market Nappies, a necessity item, contributes to just over 20% of all baby product spending. With a 68% market share in the nappy/diaper market, Huggies has dominance in this specific brand item. This high brand equity Huggies holds with consumers in this market is promising, but trends in the market over recent years suggest that the implementation of our specific brand item of a biodegradable disposable nappy may have some associated challenges.

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