KCW_Flipbook_0902_ForWeb

The K-C Way
of Marketing

By building and embedding marketing capabilities on a global basis
through the K-C Way of Marketing, KCP will become a legendary brand-
building organization that delivers an exceptional customer and end-user
experience, enabling KCP to grow its brands and deliver on business commitments.

2015 GM&S Growth Agenda

It’s time to grow our BRANDS. We provide indispensable

partnership to regional teams, inspiring and innovating capabilities to
empower and enable teams to win locally. We do this by:

Building BRAND FOUNDATIONS
Crafting our brand stories, embedding design principles, and defining
customer experiences to provide foundation for growth.

Driving MARKETING EXCELLENCE OUR MISSION
Through a focused and aligned GMU
agenda to become a legendary brand Be legendary Brand
building organization. Builders who deliver
Essentials for a Better
Enabling INNOVATION Life by Elevating Work
With compelling insights and needs through Empowered
identification delivered through
disruptive customer engagement, robust Professionals.
commercial execution.

Winning the FUTURE
By accelerating our E-commerce sales and creating our commercial
innovation roadmap.

Driving GROWTH
Through GKA teams passionate and committed to regional alignment &
developing KA Capabilities around the globe.

Strengthening our COLLABORATIVE CULTURE
Global - Regional - Local One team alignment focused on creating seamless
Customer and end user experiences.

Our 2015 Commitments 2015 Target Growth Rates

Net Sales $3.43 B 3.0%

E-Commerce $80 MM | Stretch $100 MM 40%
GKA $120 MM | Stretch $122 MM
7% vs. 2014 base | 9% stretch
Operating Profit $648 MM
11%

1 3-Yr Innovation Net Sales $228 MM

The K-C Way of Marketing

Through the K-C Way of Marketing, we are improving our marketing skills and The K-C Way
applying them in a rigorous way that is consistent across the globe. We are “lifting and of Marketing is
shifting” successful efforts and sharing best practices to drive growth and deliver helping us become
exceptional customer and end-user experiences. better marketers
who grow our
Our customers have changed. Our customers now brands and deliver
operate in an omni-channel world in which they are on our business
interacting with brands across a complex landscape commitments.
of touch points, both “media” and “transactional.”

To be successful, we need to change too. We need to
replace existing behaviors and practices with new capabilities and skills to
deliver exceptional experiences for our customers.

We can be better marketers. Although
we have many of the tools and processes
needed for success, they are fragmented
and used inconsistently. We have an
opportunity to better our marketing
capabilities and apply them more
rigorously in a consistent and strategic
way across the globe.

The K-C Way of Marketing will establish customer and end-user belief in
our brands. We want more than usage, we want to create great
experiences for our customers so they believe in KCP and our promises.

Through the K-C Way of Marketing, we will enhance our capabilities and operate
under a comprehensive strategic planning process that will help us
understand every element of the marketing process.

The K-C Way of Marketing will build internal belief. To effectively
communicate our brand promise, we have to understand, internalize,
respect and deliver on our promises.

The K-C Way of Marketing will require local ownership. To be successful,
the K-C Way of Marketing must be built from the front-line up – not the top
down. Our local teams hold the power and ability to drive the business.
When they embrace the K-C Way of Marketing, it will spread.

The K-C Way of Marketing is cross-channel. The K-C Way of Marketing is 2
not about differentiating for different channels – it’s about building brands
consistently across all channels.

Harnassing the Power
of Global Brands

At Kimberly-Clark Professional, our brands are our greatest strength. Understanding,
believing and building upon our brand promises will be a key driver of our success and a
critical component of the K-C Way of Marketing. Our consumers and end-users expect us
to establish and deliver on our brand promises – both functionally and emotionally.

Through the K-C Way of Marketing, we will bring our brand
promises to life and embed them into everything we do.

Click on a bubble below to learn
more about its brand promise:

3

Brand Foundational Tools

To be successful at the K-C Way of Marketing, we will embrace new brand
foundational tools that will guide our business plans and commercial ideas.

Brand foundational tools are critical to our success. They establish brand
frameworks that:

• Align strategies and allow for flexibility, which results in brand growth and management
• Make the transfer of thinking, ideas, learning and programs easier, faster and

more effective
• Enable communication partners to better understand and support our needs on a more

global basis, and build our brand strength in a cohesive way

Our brand foundational tools are:

• Consumer segmentation: Provides the “who” for other brand foundational tools. It
determines who are we innovating for, how and where we are communicating and who
our largest, money-making customers are.

• Consumer / Customer journey: Drives brand strategies
and the commercialization of those strategies to
maximize brand and category value across the
lifetime journey. Understanding the customer
journey will help us sell better and faster.

• Brand profile: Summarizes what a brand is
offering and what makes it distinctive in the
market place.

• Brand architecture: A structure that establishes the
optimal strategic roles and relationships between a
brand and its subordinate components.

• Brand story: A storyline that turns what we promise
into a point of view that clarifies why a customer
should become a brand believer.

• Brand experience blueprint: Ensures all our brands’ visual components speak with a
common DNA. It is used to inform and inspire how the brand looks and feels.

• Seamless customer experience: Our ultimate goal. It enables the consumer to navigate
effortlessly and consistently across all interactions with the brand, so that we are able
to shape behavior to accomplish a sustainable financial outcome.

4

Building Capabilities

Embracing the K-C Way of
Marketing and creating
seamless brand experiences for
our customers will require new
capabilities that will elevate
our skills and create
competitive advantage.

If we are going to enhance our marketing skills and harness the power of our
brands, we need to develop new capabilities.

Through the K-C Way, we will focus on developing
new capabilities, like:

Behavioral sciences: Reinventing our research and
analytics capabilities to seamlessly integrate the
customer / shopper / consumer mindset and
understand category growth drivers.

Commercial planning model: Enhancing our
planning model to shape habits and practices and
integrate the objective and perspective of the
distributor, chooser and user to deliver the
experience we want for our customers.

Operational model: A new, agile approach to
monitoring, measuring and optimizing content and
capabilities to maximize our return on investment
and evolve in step with changes to the supply chain.

Marketing technology and data: Building the digital
IQ of the organization and understanding what
technology we need, the infrastructure we need to
support it and how to stay in sync with innovation.

Emerging channels: Building organizational muscle
in new channels that are radically different.

Talent development: A new way of doing things that
will require us to rethink how we profile and define

5 our talent, our buy / rent / build strategy and how we
develop, reward and retain talent.

Contact Us 6

Global Marketing & Sales Leadership
Andy Pawson
[email protected]

Marketing Excellence
Alicia Graham
[email protected]

E-Commerce / Emerging Innovation
Oskar Kaszubski
[email protected]

Global Key Accounts
Todd Lloyd
[email protected]

Design
Karen Hunter
[email protected]

Brand Development
Tonya Berry
[email protected]

Integrated Commercial Planning (ICP)
Jennifer Nickell
[email protected]

Global Marketing Research & Analytics (GMRA)
Marc Rosenstock
[email protected]