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Kimberly-Clark: Made-to-order, shipped-to order-strategy boosts bottom line

Branding teams are rolling out more package formats than ever to give their products the best chance of appealing to the widest range of shoppers.

using point-of-purchase tactics such as aisle displays like the one pictured on the right.
using point-of-purchase tactics such as aisle displays like the one pictured on the right.
But in the process, the mounting variations in packaging formats are increasing complexity throughout the packaging value chain and bringing about fulfillment challenges that can delay time-to-shelf and invite a host of inefficiencies—and lead to lost sales.

Kimberly-Clark Corp. is one brand owner facing these challenges. The marketer of family-care and personal-care products frequently introduces package innovations that modify both structure and graphics to build brand sales through cartons, flexible pouches, and metal tins with seasonal themes and designs that appeal to niche audiences.

Among Kimberly-Clark's new introductions in 2010 is its U by Kotex brand, using point-of-purchase tactics such as aisle displays like the one pictured on the right. U by Kotex targets 14- to 22-year-old females with fashionable packaging in bold prints. Though this new line of packaging has turned on a new generation of young females to the Kotex brand, it also is representative of the resulting complexity that has challenged Kimberly-Clark's ability to timely bring products to market.

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