As of June 1996, Kimberly-Clark owns 49.9% of Hogla. When the multinational came to Israel, Hogla was the leader in almost categories of paper goods, diapers and adult sanitary products.
Kimberly-Clark benefited by immediately becoming a significant market player, via a recognized Israeli company, and its popular Titulim brand name disposable diaper.
Hogla-Kimberly general manager Amos Shapira says his company received serious support in technology and product development. "Kimberly-Clark’s new product research and development budget is some $250 million per year. That’s more than the entire market is worth, in Israel".
Shapira says Kimberly-Clark’s technology assisted in improving and increasing Titulim’s ability to compete. "Two months ago, we launched Titulim Perfect, which are thinner but more absorbent. I wouldn’t have been able to do it alone, it would have cost too much money. Today, using Kimberly-Clark’s technology, my research and development process is fast and low-cost".
Kimberly-Clark does not have a global advertising strategy. The Huggies campaign, for example, was produced entirely in Israel. Shapira says Kimberly-Clark does not dictate orders to him. Hogla-Kimberly consults with the parent company, and it they have an ready-made advertisement suitable to the Israeli market, then Hogla-Kimberly will use it. These decisions are made on a case by case basis, he says.