ASSIGNMENT MARKETING MANAGEMENT “Case: Luv the environtment”

 PROBLEMS

Kimberly-Clark’s Huggies is one of the companies that produce single-use diapers. Kimberly-Clark’s Huggies have strong competitors that are Procter & Gamble Pampers or P&G Pampers and Luvs.

Today 90% of parents use single-use diapers for their baby and only 10% of parents use cotton diapers. The problem is the single-use diapers can’t decompose. The single-use diaper consumes nearly 100,000 tons of plastic and 800,000 tons of tree pulp every year. It causes many plastic in our landfills. Plastics need 500 years to loosen. If the parents use cotton diaper must pay higher cost than use single-use diapers and need energy to wash the cotton diaper.

P&G Pampers social responsible is underwriting pilot recycling programs that collect used diapers and separate them into pulp and plastic. The pulp is disposed of like other paper waste, and the plastic portions of the diapers are recycled into such products as plastic flower pots, park benches, trash bags, and building insulation.

Other manufactures have taken a more aggressive, less socially responsible approach in responding to the environmental threat to their business. The problem will be solve is how to produce the diapers that biodegradable and people use the diapers that friendly environment?

 

ANALYSIS AND COMMENTS

As the theoretical review in part III, there are six competing concept under which organizations conduct marketing activities that are the production concept, product concept, selling concept, marketing concept, customer concept, and societal marketing concept.

Related to the case, Kimberly-Clark’s Huggies and P&G Pampers focus on the product concept, focus on making superior products and improving them over time. Like P&G Pampers program to recycle the single-use diapers into trash bag, paper waste, etc. if produce single-use diapers continually so many plastics in landfill and it can make pollution and difficult to biodegradable.

As a marketing manager of Kimberly-Clark’s Huggies, will be better to change the product concept into the societal marketing concept because the societal marketing concept determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently, and attention the environment and the society well.

The long term strategy for Huggies company is change using the single-use diapers into the cotton diapers. With the way such as:

1.      Give education to the society about advantage to use cotton diapers. Like give the society knowledge about health risk if they use single-use diapers for their baby, according to research the single-use diapers can influence the fertility of baby boy.

2.      Arrange the promotion like give sample to the society that has a baby.

3.      Make advertisement about the cotton diapers. For example “if we use the cotton diapers, so we can save our planet from the global warming” because the single-use diapers, there are made largely of plastic, these diapers don’t decompose.

4.      Propose to make a law or regulations for use the single-use diapers, or increase the tax.

From the above way, the Huggies Company can become the first company which offer product that save for baby and save for environment because the cotton diapers can decompose. The problem of cost, buy a cotton diapers 1 or 2 dozen cheaper than buy the single-use diapers.