Marketing Research Review - Discuss the relationship between marketing research and marketing strategy and tactics.

Topics: Paper towel, Towel, Marketing, Taiwan / Pages: 3 (852 words) / Published: Apr 11th, 2005
In Taiwan, the Chinese have a tradition on the first day of the seventh lunar month, or what 's call Ghost Month. This is when the gates of hell open wide and the spirits are allowed a month of feasting and revelry in the world of the living . The Eastern societies try to appease the dead, rather than trying to reject the dead, by inviting the ghost into the world of the living. The Taiwanese prepare for their ghostly guest by setting up elaborate banquet types of feast; Hosting several Operas, Parades, and other Ceremonial events. During the month long celebrations the Taiwanese prepares special meals in honor of Ghost Month. They believe that the more lavish of offering the food is the happier the ghost will be and less likely to bring bad luck to the family.

Within the paper towel market, 72 percent to 92 percent of consumers ' households in western countries currently use paper towel products. Most every household consumer would rather spend the money on a paper product than suffer the bacterial dangers carried by cloths, including salmonella.

The one market segment that was not using paper towels was in the Taiwan market. In the case in point article, Kimberly-Clark reported that it had only 42 percent of the people using paper towels. Most of the people still used the common rag or cloth. In order to capture more of the market, Kimberly-Clark hired a marketing communication team from Golin/Harris Taiwan to create a new design for the paper towels and to create a new media campaign.

It was up to this communication team to recognize who the specific groups of customers were and the purchase behaviors or identifying characteristics that they could find to boost the sales of paper towels within Taiwan. Kimberly-Clark and the communication team recognized that it needed to come up with a creative market segmentation strategy that could afford the business a competitive advantage over competition. It was important to identify the underserved niche and provide



References: http://www.lyberty.com/encyc/articles/ghostmonth.html 3/30/05 http://www.sinica.edu.tw/tit/festivals/1096_Ghosts.html By: Cliff Vost 3/30/05 Communication World May-June 2004, Case in Point: Campaign Turns to "Ghosts to Rally Paper Towel Sales in Taiwan" by Darren H. Burns

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