Kimberly Clark, Do It Yourself Business Kimberly Clark is a $14 billion global consumer products company with some of the planet’s most recognizable brands and products used by a quarter of the world’s population.
	Problem As the manufacturing industry grows increasingly reliant on the marketing influences of the major retail stores, Kimberly Clark’s Do It Yourself division recognized a need to regain some control within the distribution channel. To do so they sought to capitalize on the opportunities most available to them. They wanted to provide the brokers that distributed their product with service that far exceeded any competing operation. Solution EffectiV developed an Internet Strategy that included an extranet devoted solely to the brokers. This site includes: A secure environment exclusively for the Manufacturers’ representatives A means to broadcast promotions/program details and merchandising ideas A catalog containing brand specifications, product information, and digital artwork Sales materials, such as Power Point Presentations, available for download Selling propositions, artwork and merchandising information for reps to download and create their own sales materials A Phase II version of the site is already slated for development. Among several new features brokers will have the ability to create a customizable product catalog and PowerPoint presentations based on the seller they are calling on. Result By focusing on the manufacturer representatives KC DIY was able to generate a greater influence on the entire distribution channel. As reps rely more on the informational services of KC DIY, KC is able to monitor a greater swath of information related to the major retail stores; the products being pitched to them and the discounts and loss leaders offered to gain shelf space.