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