At the core of Kotex, Kleenex, Huggies is the riveting story of Kimberly-Clark, a Wisconsin paper company that became a pioneer of personal hygiene products in the twentieth century. Its first big commercial success was Kotex, which came from sanitary wound bandages developed in World War I. Similarly, Kleenex evolved from Army gas mask filters into disposable handkerchiefs and became the company's most reliable profit maker. Finally, Huggies turned Kimberly-Clark into a leading player in the highly competitive diaper market of the 1970s and 1980s. In addition to tracing Kimberly-Clark's fascinating history of techlogy development and product diversification, Heinrich and Batchelor explore momentous changes in consumer behavior and marketing. When Kotex first arrived on the scene in the 1920s, menstrual hygiene was burdened with cultural taboos that made it impossible for many women to ask the (inevitably male) pharmacist for a sanitary napkin. To solve such vexing marketing problems, Kimberly-Clark invented the artificial word Kotex and inserted it into consumer vocabulary through massive advertising campaigns. Making it easier for women to shop for the new product. Kimberly-Clark also recommended that stores place boxes of Kotex on the counter where women could help themselves without embarrassing conversation, thus pioneering the concept of self-service.
Product Identifiers
Publisher
Ohio State University Press
ISBN-10
0814290531
ISBN-13
9780814290538
eBay Product ID (ePID)
184002177
Product Key Features
Author
Bob Batchelor, Thomas Heinrich, Robert Batchelor
Format
CD-ROM
Language
English
Subject
Economics: Professional & General
Type
Textbook
Additional Product Features
Edited by
K Austin Kerr, Mansel G Blackford
Series Title
Historical Perspectives on Business Enterprise Series
Content Note
Illustrations
Date of Publication
01/12/2004
Edition Statement
Abridged Edition
Country of Publication
United States
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