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Word Count: 881
In Taiwan the Chinese have a tradition on the first day of the seventh lunar month or whats call Ghost Month This is when the gates of hell open wide and the spirits are allowed a month of feasting and revelry in the world of the living The Eastern societies try to appease the dead rather than trying to reject the dead by inviting the ghost into the world of the living The Taiwanese prepare for their ghostly guest by setting up elaborate banquet types of feast Hosting several Operas Parades and other Ceremonial events During the month long celebrations the Taiwanese prepares special meals in honor of Ghost Month They believe that the more lavish of offering the food is the happier the ghost will be and less likely to bring bad luck to the family Within the paper towel market 72 percent to 92 percent of consumers households in western countries currently use paper towel products Most every household consumer would rather spend the money on a paper product than suffer the bacterial dangers carried by cloths including salmonella The one market segment that was not using paper towels was in the Taiwan market In the case in point article Kimberly-Clark reported that it had only 42 percent of the people using paper towels Most of the people still used the common rag or cloth In order to capture more of the market Kimberly-Clark hired a marketing communication team from GolinHarris Taiwan to create a new design for the paper towels and to create a new media campaign It was up to this communication team to recognize who the specific groups of customers were and the purchase behaviors or identifying characteristics that they could find to boost the sales of paper towels within Taiwan Kimberly-Clark and the communication team recognized that it needed to come up with a creative market segmentation strategy that could afford the business a competitive advantage over
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