...Charmin toilet paper marketing plan I. Current Marketing Situation a. Charmin’s toilet paper comes in different sizes, quantity, and styles. b. With Leonard the bear, Charmin has been able to attract customers in every household. i. Advertises to children and young adults A. Market Description a. Redefining Charmin toilet paper as a relevant product to their target demographic consumer group, developing and creating advertising campaigns to raise product awareness among teens and young adults, and developing strategies to involve children in the family experience of Charmin. b. Charmin’s longest-running marketing campaign was specifically designed to attract consumers within the targeted demographic age range which is heads of the household. At this point in time, P&G wanted this group of older Americans to think about Charmin toilet paper as a special product and not simply as something everyone needs and uses on a daily basis. c. Charmin makes it affordable along households of every social class. d. Its “so good you can use less” has accomplished sustainability branding – ecology, economy, and quality. i. This communicates the quality of the product to the consumer and the economy of using and buying less toilet paper. e. Charmin leads with its core value proposition quality (softness + strength). B. Product Review f. Charmin “Ultra Soft” is a toilet paper manufactured by Procter &...
Words: 501 - Pages: 3
...like to be Europe’s leading brand that loves the customers, care about them and has a culture * Expand new market in Western EU * To promote the well-being brand of both body and mind, while supporting successful relationship not only of a person with oneself, but also with the whole environment. Company/Organisation Analysis SWOT Analysis Strength: (Internal) * Strong domestic brand-awareness. Using its already established brand awareness in people’s minds. * Furthermore strong brand awareness helps Renova to introduce new products or modifications for instance “moist toilet paper” to the market. - Innovative advertisement the company can differentiate itself (Creative, art). Renova is able to conduct its advertisement campaigns and promotions in a very effective and direct way.- Flat company structure (medium-sized family business) build creative - Wide range of product with wide range price (Exhibit 6) | Weakness: (Internal)- Generally high domestic prices- Innovative and broad product-line - High price could be a weakness, because it’s considered important by the customer compared to private label.- Renova has to pay attention to its weakness of fairly high priced products. Consumers compare prices thoroughly and might easily switch to a cheaper brand competing fiercely.- Low market share in Western EU market.- Inappropriate content of advertisement, strong content may discourages come customer to use product.- Too broad...
Words: 3240 - Pages: 13
...and quality assurance Professor: SCORTAR LUCIA-MONICA Toilet Paper Student: Gabriel Ionescu Ovidiu Contents Introduction 3 The history of toilet paper 3 Demands of the market 4 Design and Metrology 4 Raw materials 5 Manufacturing, Labeling and Packing 5 Bibliography 6 Introduction In our busy life, we tend to use some products so frequent that we can’t imagine life without them. How many of you think that you can live without water, not only for drinking purposes, but also for washing. How many of you think that you can live without food? How many of you think that you can live without clothes? The list can go on with phones, internet connection, cars etc. I think one of the objects that we don’t even think about, but in the same time we use it daily, is Toilet Paper. Was toilet paper on your list before? What about now? Do you think you can live without it? I don’t think so. Therefore, if toilet paper is such an important product, let’s find out some more information about it. The history of toilet paper Most of us think that toilet paper was invented a long, long time ago, but in fact the role of paper that we have today, was designed just in 1857 by Joseph Gayetty. Of course the idea of using paper for cleaning purposes was developed a long time ago. Although the use of paper as wrapping and padding material dates back to the 2nd century BC, the first documented use of toilet paper in human history was dated back to 6th century AD. In 589...
Words: 1322 - Pages: 6
...Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category 06/2010-5685 This case was written by Raquel Seabra de Sousa, INSEAD MBA 2009 and consultant with BCG, under the supervision of Yakov Bart, Assistant Professor of Marketing, Pierre Chandon, Associate Professor of Marketing, and Steven Sweldens, Assistant Professor of Marketing, all at INSEAD. The video material was produced by Shellie Karabell and Julian Boudier from INSEAD. It is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. Copyright © 2010 INSEAD TO ORDER COPIES OF INSEAD CASES, SEE DETAILS ON THE BACK COVER. COPIES MAY NOT BE MADE WITHOUT PERMISSION. Las Vegas, New York-New York Hotel and Casino: Paulo Pereira da Silva, the Swiss-trained physicist and CEO of Renova, a privately-owned Portuguese paper company, was attending a performance of Zumanity, the for-adults-only Cirque du Soleil production, together with Luis Saramago, the company’s marketing director. Watching the trapeze artists holding on to black fabric stripes, Paulo Pereira da Silva thought about Renova’s own artsy advertising campaigns showing nude men and stripes of Renova toilet paper. This is how he first came up with the idea of black toilet paper. Black toilet paper? To see how far-fetched the idea is, bear in mind that toilet paper is a highly commoditized category with sluggish growth and little innovation...
Words: 3926 - Pages: 16
...pulp, paper, packaging, building products and related chemicals. They have approximately 300 manufacturing facilities across North America, South America and Europe, ranging from large pulp, paper and tissue operations to gypsum plants, box plants and building products complexes. GP believes in creating long-term value for their company, customers and business partners. Their more than 40,000 employees are guided by Market Based Management® principles, which are based on integrity and compliance. These principles challenge their employees to achieve world-class excellence by constantly finding new and better ways to manufacture products and support the needs of their customers. GP also strongly believes in making significant contributions that support their neighbors and the environment. Through the Georgia-Pacific Foundation and various facility programs, GP employees work closely with non-profit organizations to promote growth and sustainability in the community. Recent innovations and company milestones: 2003: Introduced enMotion™ automated touchless paper towel dispensers and EasyNap napkin dispensers. [pic][pic] 2005: In a $21 billion transaction, Georgia-Pacific was acquired by Koch Industries and became a privately held, wholly owned subsidiary, continuing to operate from its Atlanta headquarters. 2007: Georgia-Pacific celebrated 80th year in business. Georgia-Pacific consumer products you may have heard of include: Angel Soft® Toilet Paper...
Words: 258 - Pages: 2
...Blog 3: Renova Toilet Paper - Targeting a New Market Segment In response to the growing trend of innovation, companies are starting to take on significant risks to develop a new product that is able to target new market segments. Renova is one of these daring companies to innovate toilet paper, which has always been considered to be a conservative and dull product, by making it colorful and appealing to its consumers for the first time. I am very interested in this topic because it is fascinating to discover companies presenting their innovative products in the market and observe how it affects consumers, especially products that are extremely creative and unthinkable. I was intrigued by how the company became successful in changing the formation and character of toilet paper as ordinary and cheap to a luxury and entertaining product. I would research further into the consumer’s insight on the product and compare the pre-purchase to the post-purchase behaviors. This will answer the question on whether Renova was the first to create a new market segment that no paper industries are able to target. A brief history of Renova is that it is a well-known industry in Portuguese that primarily produces tissues and toilet paper. It is a small industry compared to other leading brands such as Procter & Gamble and Kimberly Clark, but Renova is highly recognized for its unique innovation on its products that differentiate them from its competitors. Renova introduced the first black...
Words: 1010 - Pages: 5
...Toilet paper sluggish growth highly commoditized and little innovation for product Came up withblack toilet paper at a cirque de soleil performance and made commercials with men and long streams of toilet paper 2005 - Western Europe market for disposable tissue and hygiene $26 billion – Disposable tissue = 13 billion includes toilet paper at 7.6 billion kitchen towel rolls 2.6 billion facial and pocket tissues 1.6 billion table napkins 1.3 billion Stagnant growth at 2.4% between 2002 and 2005 due to stagnation in customer population and market saturation Western European Toilet paper market is experiencing polarization – strong growth for premium brands, stagnations for standard and economy brands and rapid growth for private labels. 2003-05 Spain premium brands increased 16% and private labels increased 12% and standard/economy increased by 3% - Growth of private labels in Europe is driven by improvements in the quality of marketing of their products AND growing power of retailers which are consolidated and able to impose relentless pressure on every supplier. Renova in western Europe has less than 1% market share Competitors in tissue industry are $57 Bill Proctor and Gamble – Charmin TP and Bounty Kitchen rolls $16 Bill Kimberly Clark – Kleenex TP and facial tissue, Scott TP and Kitchen rolls, Cottonelle $21 Bill GP paper company – Angel Soft, Lotus, etc $13 Bill SCA (Svenska Cellulosa Aktiebolaget)- Velvet and Tempo Retailers that are competitiors...
Words: 1590 - Pages: 7
...let’s move to the price In terms of the price strategy in Australian market, competitive low-price strategy should still be implemented. Australian consumers are reported more likely to buy cheaper products due to slow growing disposable income. Place In South Africa, Twinsaver has a close relationship with local major retailers due to its high reputation and huge market influence. It implies that Twinsaver when entering Australian market should first consider two largest retailers Woolworths and Coles. However, there has been a fierce competition between toilet paper. As we can see, the three main leading brands that are Quilton, Sorbent and Kleenex have long cooperations with both two retailers. Besides, Woolworths and Coles also have their private-label toilet paper brands. As a result, it could be quite challenging for such a new brand to compete with existing brands via Woolworths or Coles Therefore, some medium-size supermarkets like ALDI and IGA as well as small convenient stores like Seven Eleven may be more suitable for Twinsaver. Twinsaver should also set up its own online selling distribution channel for Australian market. Online retailing has become increasingly popular in Australia. By 2012 value sales via Internet retailing had reached $4.6 billion, increased by 72% in 2007. Toilet papers as an everyday item should not only present in those online supermarkets. They should also be able to purchase via its official website. Promotion As a new brand to...
Words: 370 - Pages: 2
...1928 — Charmin was manufactured by the Hoberg Paper Company in Green Bay, Wisconsin. The design was described as "charming" by an employee, and the Charmin brand name was born (pronounced "shar-min"). The Charmin name and logo were officially registered by Hoberg Paper. Charmin was designed to look like feminine fashions of the day. 1932 — Charmin introduced its 4-roll package. 1940 — Modern type style replaced script lettering on the product label. 1950 — Hoberg changed its name to Charmin Paper Company and continued to produce bath tissue, paper napkins, and other paper products. 1953 — A new baby graphic was added to the packaging to symbolize the gentle softness and quality of Charmin. The "Charmin Baby" was born and took its place along with the "Charmin Lady" on the packaging. 1956 — The "Charmin Lady" was replaced with "Charmin Babies Your Skin" graphics on the product packaging. 1957 — Procter & Gamble (P&G) acquired Charmin Paper Company. The original Charmin family included paper towels, paper napkins, facial tissue, and bath tissue. P&G eventually discontinued all products except bath tissue, which it continued to distribute on a regional basis. 1964 — The Mr. Whipple (aka "George the Grocer") character was created to promote the "squeezable softness" of Charmin. Mr. Whipple appeared for more than 20 years in Charmin television, radio, and print advertising. Charmin became the first one-ply bath tissue to add perfume. 1970 — Charmin television commercials...
Words: 1662 - Pages: 7
...clothing and or equipment.2. The teacher will check the level of the oil and gas in the lawn mower and fill accordingly. 3. The teacher will pull all weeds4. The teacher will start the mower5. The teacher will cut the grass6. The teacher will cut in opposing lines7. The teacher will mow in different directions to prevent graining8. the teacher will check the grass collector from time to time and if full, empty on suitable compost heap or garden dump9. The teacher will turn off the engine10. The teacher will place the mower back where it stored | * Grass cutting tools * Trimmer * Petrol brush cutter | ACTIVITY | TASK ANALYSIS | MATERIALS | Landscaping | 1. The teacher will draw a plan of yard2. The teacher will use gridded paper to help keep everything drawn to scale3. The teacher will call a local utility company and have them come out to show you where any ground power lines or water lines are4. The teacher will take overhead power lines into account5. the teacher will remind the student that planting shades trees...
Words: 1447 - Pages: 6
...|Sample Process Improvement Plan | |[Enter Title Here] | |OBJECTIVE: (example) |POLICY: (sample) |RESULTS: (example) | |Assess whether the new method of incontinence |Comfort Shield® Perineal Care Washcloths from Sage Products, Inc. will be |Comfort Shield’s skin cleansing/protective washcloths help me better | |cleansing and protecting (Comfort Shield® washcloths) |used on patients who are incontinent of bowel and/or bladder after each |meet the requirements of our incontinence care protocol. | |is an improvement over previous incontinence care |incontinent episode. Comfort Shield Washcloths are to be used for | | |interventions. Nursing staff opinions were polled to |incontinence care only, as part of a total patient cleansing program such |Sample results: You can | |measure the following: |as Comfort Personal Cleansing®...
Words: 494 - Pages: 2
...O’ Neil Claire Ryan Raymond Nohlan Sean Conley Felicja Kahane 1. APOLOGIES Apologies for absence were received from: Deidre O’Keeffe and Felicia Kalu. 2. MINUTES OF MEETING DATED 26th SEPTEMBER 2013 The minutes of the meeting held on 26th September 2013 were agreed as a true record and signed. 3. MATTERS ARISING The Chairperson reported that arrangements for the Christmas party had been completed and the event would take place on 23th December in the Main Hall. All tickets had been sold. 4. COMPUTERS IN LIBRARY It was posted on not enough room to do some work on our computers. We notice problems with log on to the server, running the office programs any access to the printer out of paper. Every day when you visited library other groups have classes there then it is not enough of space to make some homework or assignment. 5. TIME TABLE Point that after few weeks we know the breaks are to long between next classes sometimes one hour and next half hour this situation is in Thursday but on Monday we don’t have any beak before w start next class. To resolve this problem we should transfer some long break to Monday and make shorter breaks on Thursday. Few our student can’t make it on time because they leave kids at school in long distance from our collage. 6. Canteen In this matters we should do something with save and healthy term all tables are to close one another and with chairs could be dangerous next...
Words: 587 - Pages: 3
...I wake up one morning and let my fuzzy vision clear up and turn my head towards the tiny black clock, resting on my night stand. The dim red numbers glow 10:30. Late again. I hop out of bed and fly to the bathroom. If I breeze through my daily routine, I could be out of the house in 15 minutes. First things first, drain the weasel. When I got to the toilet I thought I had to pee but something was knocking on the back door. So I pulled my pants all the way down and let nature take it's course. As I near the end I glance to the right and there's no toilet paper... Well, nothing I can't fix in the shower. I fling my clothes to the floor and fly in the shower. Letting my skin get nice and wet, I reach over for the soap and it looks like a wet hamster on a sunny day. How did all of this hair get there? I really don’t have time to pick this off, so a quick rinse was order. I turn the water off and head for the medicine cabinet, brush my teeth and fly back to my room like a ninja on caffeine, get dressed, and as I'm running for the door, I stub my toe on the threshold and fall face first into the stone wall in front of my door. I recollected myself with the throbbing pain on my face mocking me along the way. I hop in the car and begin to drive off. I hit the end of the block and the car shuts off. This can't be happening... I have to be at work in 10 minutes and it's a 40 minute drive without traffic. A man walks by and I run to him desperately not caring if he knew about cars or not...
Words: 490 - Pages: 2
...The Most Important Paper There is one thing that all people have in common: the need to empty their bowels. This process is a very personal matter for many people; most prefer to use the lavatory in the comfort of their own homes, but this is not always possible. People expect a sanitary, comfortable environment in which to use the restroom. They want to have interesting magazines at their disposal, a plunger nearby, anti-bacterial soap, and a fragrant aerosol spray. People could survive without these things; however, what they cannot live without is toilet paper. When latrine users walk into a restroom, sit on the loo, do their business, and realize there is no toilet paper, panic begins. Their worst nightmare has just become a reality. If they are lucky, someone will be in the next stall and lend them some toilet paper. If no one is around, they will have to compensate by using Kleenex or a paper towel, if it can be located. If none of these can be found, they will just have to drip dry or zip up their pants and find the nearest bathroom where they can finish the job. This is an outrage! This problem occurs everywhere across the globe, and it needs to be eliminated. Lack of toilet paper should be considered a criminal offense as it can cause infection and disease. In addition, it can affect a person’s social life because the smell is unbearable and no one will want to be around them. Furthermore, it may lead to severe anger problems when people take out their ‘lack...
Words: 1398 - Pages: 6
...Overview of the “Johnson Toilet Paper Limited company” The Company will establish on April 2012. Our product range is only Toilet paper rolls for one year. If company started giving more profit then we will manufacture a tissue paper. These are manufactured by using top quality of raw material and packaging. “Johnson Toilet Paper” The cost for 400 sq. mt per roll is Rs. 212 and for 650 sq. mt. per roll is Rs. 344 per roll. The Assumption of Sales Budget is as follows: In the month of April, May, June, July, August, September, October, units of the toilet paper increased because there is a high demand for this product during these months. So the customer will buy the product. Our product will be sold in Café, Supermarkets, Wholesalers, Schools, Cleaning companies, office blocks, Hospitals, Govt. tenders. Housekeeping Contractors, Hotel, Industries and organized Retailers The assumption of Cash Budget are as follows: 1) All the sales were in cash, not in credit sales. 2) The Sales increases 50 units in every month when they have more demand i.e. April to October. 3) The price of Raw Material increases because from April to October the demand of Toilet Paper demand increases due to the rainy and hot season. 4) The cost of Maintenance of Machinery @ 2%. So that there will be no disturbance if machine during production. 5) Sales expenses, Office expenses, Factory Overheads, Misc. Expenses and Rent remains constant throughout the year. 6) There are 7 labors...
Words: 871 - Pages: 4
