QUOTE AND NEWS
The Hindu Business Line  Oct 1  Comment 
Kimberly-Clark International, makers of Huggies diapers, believes that India will become a key market for it by 2020. The company, which operates through a joint venture with Hindustan Unil...
Forbes  Oct 1  Comment 
Rapper and entertainer Curtis "50 Cent" Jackson, known for hard-edged fare like the album Get Rich or Die Tryin', doesn't seem like the type to get overcome by emotions of the Kleenex kind. But as executive producer of SundanceTV's reality series...
SeekingAlpha  Sep 30  Comment 
By Brian Nelson: This article is for educational purposes only to explain the nuts-and-bolts behind the calculation of the Dividend Cushion ratio. To access our updated opinion on Kimberly-Clark, please view its 16-page report and dividend...
SeekingAlpha  Sep 29  Comment 
By Trading Champ: Kimberly-Clark Corporation (NYSE:KMB), one of the world leading personal care companies, is spinning-off its health care unit to focus on its core businesses that are capable of delivering more growth. The company's product...
Motley Fool  Sep 26  Comment 
With a long track record of rising dividends, the consumer goods giant has stood the test of time.
Jutia Group  Sep 22  Comment 
[PR Newswire] - TAMPA, Fla., Sept. 22, 2014 /PRNewswire/ -- The Association for the Healthcare Environment (AHE), a personal membership group of the American Hospital Association (AHA), and Kimberly-Clark Professional today announced the...
SeekingAlpha  Sep 18  Comment 
By Ryan Skaria: Kimberly-Clark Corporation (NYSE:KMB), a prominent manufacturer of commercial retail paper-based products and cleaning solutions, plans to spin off its healthcare products unit during Q3/Q4 2014 under the name Halyard Health. ...
Forbes  Sep 17  Comment 
In terms of profitability, the K-C Professional business unit is its most profitable segment with an operating profit margin of 16.6%. This is closely followed by its Personal Care unit, which has a 16.2% operating profit margin. The remaining...
The Hindu Business Line  Sep 17  Comment 
Kimberly-Clark Lever has appointed Vikas Singh as Managing Director for India operations. As Managing Director, Singh will head all corporate operations of Kimberly-Clark Lever, which ma...
SeekingAlpha  Sep 16  Comment 
By BB Research: Halyard Health, Kimberly-Clark's (NYSE:KMB) healthcare business, is slated to go be spun off on November 1, soon-to-be COO, Chris Lowery told MassDevice.com. K-C Health Care, which will be called Halyard Health post-spin-off, is a...




 

Kimberly-Clark (NYSE: KMB) is a consumer products giant. The multi-billion dollar corporation produces mainly paper products, including well-known brands such as Kleenex, Huggies, and Scott paper towels. Kimberly-Clark is perhaps most recognized for its innovation in its Pull-Ups diapers, a product to potty-train children with disposable diapers which seem to the child like underwear. This innovation, however, has not been followed up with more new consumer products in the past decade. With Kimberly-Clark's lack of return on research and development investment, new revenue generation will continue to be difficult to achieve.

Kimberly-Clark is a large force to be reckoned with in the consumer products industry. The company continues to hold a significant market share in paper hygiene products, with the No. 1 or No. 2 market share position in more than 80 countries.[1]

Rising material costs and competition provide further obstacles in the consumer products industry, and Kimberly-Clark is definitely feeling the changes in rising oil prices, forestation regulations, and costs of wood pulp. KMB has seen enormous sales growth in developing and emerging markets.

Company Overview

Kimberly-Clark is a complex company with many different product areas. It is primarily a health and hygiene manufacturer, with well-known brands such as Kleenex, Huggies, Kotex, Pull-Ups, Scott, Andrex, Poise, and Depend. If you have been to a toilet or kitchen, you have likely seen a product made by Kimberly-Clark.

The majority of KMB's revenue arise from sales of diapers, wipes, feminine products, tissues, paper towels, toilet paper, and other related paper tissue products. Kimberly-Clark has also made a foray into the medical world with Kimberly-Clark Health Care, providing hygiene and sanitary products for health care professionals. Part of the success is driven by KMB's thorough consumer research, which includes home visits and shopping trips with consumers to better understand purchase decisions.

Based in Dallas, Texas, Kimberly-Clark has operations all over the world, selling its products in over 150 countries. It employees around 55,000 individuals at numerous locations.

Business Segments

Kimberly-Clark operates into following four operating business segments. These business segments are based on product groupings.

  • Personal Care (43.7% of net sales, 61.6% of operating profit [2]): The Personal Care segment manufactures and markets disposable diapers, training and youth pants, and swimpants; baby wipes; feminine and incontinence care products; and related products. Products in this segment are primarily for household use and are sold under a variety of brand names, including Huggies, Pull-Ups, Little Swimmers, GoodNites, Kotex, Lightdays, Depend, Poise and other brand names.
  • Consumer Tissue (33.5% of net sales, 26.1% of operating profit [2]): The Consumer Tissue segment manufactures and markets facial and bathroom tissue, paper towels, napkins and related products for household use. Products in this segment are sold under the Kleenex, Scott, Cottonelle, Viva, Andrex, Scottex, Hakle, Page and other brand names.
  • K-C Professional & Other (15.7% of net sales, 16.4% of operating profit [2]): The K-C Professional & Other segment manufactures and markets facial and bathroom tissue, paper towels, napkins, wipers and a range of safety products for the away-from-home marketplace. Products in this segment are sold under the Kimberly-Clark, Kleenex, Scott, WypAll, Kimtech, Kleenguard and Kimcare brand names. This division was the only segment to post a fall in operating profit margin in the first quarter of 2009. Analysts say the division is struggling with the economic downturn because its customers include many restaurants and food service businesses. [3]
  • Health Care (8.7% of net sales, 8.6% of operating profit [2]): The Health Care segment manufactures and markets health care products such as surgical gowns, drapes, infection control products, sterilization wrap, disposable face masks and exam gloves, respiratory products and other disposable medical products. Products in this segment are sold under the Kimberly-Clark, Ballard and other brand names.

Trends and Forces

Raw Materials and Regulation

In addition to oil, Kimberly-Clark relies very heavily on other natural resources, namely trees from which it produces its paper products. The price of lumber is at the mercy of many forces, few of which can be controlled by Kimberly-Clark, and so this creates further uncertainty about the cost of production which once again creates uncertainty about revenue. Some factors include:

Climate Changes

Severe storms, droughts, and other weather phenomena effect the price of lumber. If severe weather occurs, growing seasons could be reduced, not as much lumber could be available, and this could raise the cost of lumber. A rise in the cost of lumber would decrease revenue margins, hurting Kimberly-Clark’s profits.

Government Regulations

There are strict regulations in developed (and some developing) countries about lumber harvesting. Only a certain number of trees can be taken and a certain number must be replanted. As regulations increase, the cost of lumber also increases, and in some cases the supply of lumber could be decreased. In the long run, regulation ensures that there will always be lumber, but if less is available it will cost more, once again driving up the cost of raw materials for Kimberly-Clark.

Environmental Sensitivity

Over the past few years, Kimberly-Clark has received negative attention from environmental activists at Greenpeace who claim that the company is cutting down ancient growth forests. The Kleercut campaign aims to smear Kimberly-Clark's reputation, and in some areas this has effected Kimberly-Clark's image and sales. The company is combating the campaign by claiming it is using sustainable methods and banning lumber harvesting on the Pacific Coast. Furthermore, KMB has also stepped up its use of environmentally sustainable business practices including use of green energy, like wind or solar power. Because of its enhanced environmental image, KMB found its way to the EPA's National Top 50 list of Fortune 500 green power users, ranked ninth.[4]

Supermarket Consolidation

As the supermarket industry becomes more consolidated, a smaller number of Kimberly-Clark's customers are accounting for a steadily larger percentage of its total sales. A prime example is Wal-Mart, Kimberly-Clark's largest customer, who accounted for around 13% of the company's 2007 sales.[5] As a result of this increasing dependence on fewer customers, Kimberly-Clark is losing a great deal of its ability to price its goods at a level that maximizes its own profit margins. Since Wal-Mart and other large retailers buy such a large amount of the company's goods, they can effectively bargain for lower prices; without them, Kimberly-Clark would lose a large percentage of its business. Also, retail chains, Wal-Mart in particular, have been placing an increased focus on private label goods, which provide higher margins for retailers and, usually, lower prices for customers. This trend could be detrimental to Kimberley-Clark and other manufacturers of branded goods as low-price, private label goods increase competition.

Population Demographics

One final, and perhaps underestimated, factor that shapes Kimberly-Clark's business is the number of babies being born. With diaper sales accounting for nearly a quarter of total revenue, a swing in the number of babies would likely have an effect on Kimberly-Clark's sales of diapers and total profit. If the US, Europe, or other developed countries see a rise in births, there will be more need for diapers, higher sales, and therefore higher revenue.

Customer Interaction and Collaboration with Retailers

While much of K-C's focus on targeted growth opportunities involves connecting with shoppers and users, K-C implemented a number of programs that helped it better connect with customers and become their indispensable partner. nmnnhhhh

In America and Europe, K-C gained market share by working with leading retailers to develop a new user program for K-C baby and child care products. Innovation summits and top-to-top meetings with its strategic customers in North America and Europe foster more open collaboration and helped K-C obtain insights and early support for a variety of initiatives, from new products to category development strategies.

Kimberly-Clark is Sensitive to Fuel and Pulp Prices

Fuel prices are one of the biggest factors in the manufacturing industry. Kimberly-Clark’s products must be shipped all around the country and the world, which requires gasoline. A rise in the price of oil can make shipping more expensive. Airlines, trucking companies, and ships all charge more to compensate for rising costs, and this extra cost must be absorbed either by the consumer or by the company. If the company passes this cost on to the consumer, this means that product prices will have to rise, which could turn away consumers and reduce sales. Alternatively, the company could leave prices alone and accept a smaller margin of profit on their products, but either way profits will likely decrease.

In addition to shipping costs, fuel costs affect general production costs. Most of Kimberly-Clark’s products come from trees, and getting the trees and manufacturing paper out of them requires an enormous amount of fuel. The entities involved are usually large factories, mills presses, et cetera, and to continue their own operations many of them also are exposed to energy related costs. A rise in fuel prices would make the production process more expensive, and as with shipping costs, the Kimberly-Clark would likely experience a decrease in revenue.

Pulp prices are a significant input factor into Kimberly Clark's cost of goods sold. Tissue products are almost 100% pulp, either tree-based or recycled. Therefore, producers are highly exposed to the price of pulp. KMB purchases about 2.5 million metric tons of pulp annually. A $50/ton price change translates into a $125 million a year movement in EBIT, or about $0.20 per share after taxes.[6]

Competition

Privately owned SCA Tissue North America (SCA) manufactures washroom paper, tabletop sheets, tissues, and other paper products. It is one of the three largest producers of away-from-home tissue products in North America, supplying restaurants, schools, convenience stores, and stadiums.

Some of Kimberly-Clark's competitors in the consumer and hygiene product markets include Proctor & Gamble, Clorox, Colgate-Palmolive Company, and L'Oreal. While all specialize in slightly different areas of the market, all are in the consumer products industry and so can be compared across metrics.



References

  1. KMB 2008 10-K, Item 7 "Management's Discussion," page 19
  2. 2.0 2.1 2.2 2.3 KMB 2009 10-K, Item 8, Note 20, p. 82
  3. Reuters UK, "Kimberly-Clark profit falls; sees lower 2009 sales"
  4. "Kimberly-Clark Corporation Ranks No. 9 on EPA's Fortune 500 Green Power List" CNW Group
  5. Kimberly-Clark Y 2007 Annual Report, "Consolidated Operations by Business Segment," page 96
  6. Credit Suisse Analyst Report, "Kimberly-Clark Corporation"
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