Management Strategy of Kimberly Clark Corporation - Coursework Example

By using the virtual reality system and the K-C SmartStation, the company can create real store settings and layouts. These 3-D, interactive store models allow K-C and its customers to explore hypothetical in-store design and merchandising concepts without having to move a single package of products, enabling K-C and the customer to test the impact of these concepts prior to launching them. This SmartStation allows the management to see what catches the consumer's attention, helping them identify which aisle formats, shelf arrangements or in-store promotions are most effective at driving purchases.

The international arena has become more open for world trade and the companies need not be confined to their own original geographical locations. The tremendous progress in communication, media, transport, and information technology has facilitated the spread of international players to hitherto unknown territory. Strategies, therefore, need to be developed to cope with the desires and necessities of consumers belonging to diverse cultural backgrounds. No longer can the simple run-of-the-mill kind of departmental store survive in this new fast continuously changing lane.

Pricing, as well as promotions, need to be developed keeping the spending power of the retail customer in mind. “Promotions, Regular Pricing, Markdowns, Product Assortment, and Placement are important motivators of the shopping experience that can differentiate a store from its competitors in the minds of the consumer.” A consumer Demand Management system needs to be used for arriving at a well-researched decision to bring about changes in marketing patterns in order to increase sales. Prominent visual displays, appropriate lighting which highlights the products and promotional displays and shows need to be conducted in order to attract the modern-day consumer.

The stores need to be entertainment areas as well and modern-day technology can be used to place interactive kiosks and shows to promote the merchandise. The customer should be attracted enough to revisit the store and look forward to the experience along with being satisfied with the product he or she purchases. References: 1. Consumer Demand Management: Strategies that Drive Merchandising Success A DemandTec White Paper, 1 Circle Star Way, Suite 200, San Carlos, CA 94070 www.demandtec.com 2.