Marketing Commons^™

제품 리포지셔닝을 통한 유한킴벌리 <하기스 매직팬티>의 성공전략, Heung Soo Park, Sun-Mi Choi, Seong Ho Kang, Kwon

Asia Marketing Journal

Yuhan Kimberly, a joint-venture company of Korean Yuhan Company and American Kimberly-Clark, opened a premium diaper market in Korea by launching Pull-Ups which was pants-typed diapers in 1993. Pull-Ups was imported as finished goods from Kimberly-Clark. However, in spite of its huge market share in United States, it failed to land down in Korean market because of wrong positioning strategy which did not consider domestic customers’ tastes. In 1996, Yuhan-Kimberly brought out a pants-typed diaper, Huggies-Toddler, to Korean market again. This paved the way for the combination of Kimberly-Clark’s production power and Yuhan-Kimberly’s marketing power and led to launch new …