The customer in this case study is Kimberly-Clark, a multinational personal care corporation that produces mostly paper-based consumer products. Kimberly-Clark brand name products include Kleenex facial tissue, Kotex feminine hygiene products, Cottonelle, Scott and Andrex toilet paper, Wypall utility wipes, KimWipes scientific cleaning wipes, and Huggies disposable diapers and baby wipes. Scott Duramax is one of the products under the Kimberly-Clark umbrella. The company was looking to launch Scott Duramax, a semi-disposable cloth, in a new market and needed a strategy to generate brand awareness and convince consumers to choose their product over others.
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