Marketing: From Kotex to Poise

I work at a high speed manufacturing plant that produces feminine care products – specifically Kotex pads and tampons and Poise pads. For my MBA Marketing class, I created a presentation (see this link) to describe the combined marketing campaign for U by Kotex, Kotex Security and Poise products made at the Conway plant.

The Game

Kimberly-Clark cares about the customer and provides essentials for a better life. A woman is likely to remain loyal to her brand for over 50 years. I presented this to my marketing class, which was 95% men. This was the most challenging presentation that was ever prepared for.The discussion was very lively. It centered on pondering why the feminine care wellness market can be in existence for 75 years and still be mired in taboo topics.

Win Condition

I pointed out that much of the marketing and design of the product is completed by men. In recruiting, I advise young women to consider careers in Science, Technology, Engineering, and Math because the field is predominately male, and they are in charge of the product line.

My Marketing professor talked to me at the career fair I was working saying that he used my example as a story in his undergraduate class. The Kimberly-Clark marketing brand manager for this product line thanked me for taking this approach as it demonstrates, in simple language, the approach Kimberly-Clark is trying to take.