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MARKETING NEW FACIAL TISSUE.
Term Paper ID:25385
Essay Subject:
Examines market & requirements for success in targeting, materials & packaging, image, promotion, advertising, competition.... More...
9 Pages / 2025 Words
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Paper Abstract:
Examines market & requirements for success in targeting, materials & packaging, image, promotion, advertising, competition.
Paper Introduction:
Introduction
Most of us use facial tissues without giving much thought to them. They cannot relieve the symptoms of a cold or the flu, but they are indispensable items to have when either of these strikes. These utilitarian products are not seasonal, however; when cold and flu season ends, allergy season begins, and consumers again reach for facial tissues as they sniff and sneeze their way through warmer weather. This research focuses on marketing a new brand of tissue based not on advances in the tissue itself, but rather featuring a unique package which allows the tissues to become a part of any decorating scheme and thus increases the number of boxes purchased per household.
Background
Facial tissue is part of the larger sanitary tissue market, which is divided into comm
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Third-party manufacturers havecreated containers which cover the tissue box; these camouflage pieces areoften manufactured from plastic or ceramics, and are available in a varietyof colors. Originally manufactured from the samematerial as World War I gas-mask filters, Kimberly-Clark dominates theAmerican tissue market with well over a 5 percent market share (Neville,1997, p. Inaddition, the purchase of these types of boxes (and the placement of themin homes and offices) would reinforce the self-image of style-conscious andcutting-edge rather than traditional and conventional. The goal is to draw from customers whopurchase traditional facial tissue but who are likely to be attracted tothe packaging and features of the new tissue. Super Marketing, pp. Target Market In the consumer segment, the target market for the new facial tissueproduct will be style-conscious young adult (aged 21 to 45) consumers withincome in excess of $24, annually. The seasons for sneezin'. Some consumers prefer thescented tissues while others find that the scents irritate allergies.Other consumers like the softer tissues that have softener added to them,but some consumers find this feature to be unnecessarily expensive ("FaceValues," 1991, p. While not a decorating item,decorating considerations would come into play as decision factors. In addition to bringing synergy to the organization throughKimberly-Clark's marketing expertise and Scott Paper's productionexpertise, the merger also helped the combined organization gain presencein the European tissue market (Rothwell, 1995, p. This researchfocuses on marketing a new brand of tissue based not on advances in thetissue itself, but rather featuring a unique package which allows thetissues to become a part of any decorating scheme and thus increases thenumber of boxes purchased per household. 13). Rather than having to hide these tissuesunder covers or in bathrooms, they could become part of a room's decor, andwould be more easily transported to offices and environments where thetraditional boxes are inappropriate. It is unlikely that the facial tissue will dominatethe industry, but it should be able to be profitable and create demandwhich enables it to be a long-standing participant in this market. News &World Report, p. The challenge will be creating demand not for the product within thepackaging, but for the packaging itself. Paper& Packaging Analyst, pp. The "soft" designs of traditional facialtissue boxes often do not fit in with the decor in these other rooms, andso consumers resort to using covers in order to hide the packaging. 'Tis the sneezin. The product differentiation would be sufficient to create a newproduct category for consumers and would help pull the facial tissuecategory back from being merely a commodity. Packaging tissues in bold designs using striking colors would helpdifferentiate these tissues from "traditional" facial tissues sold inpastel colors and pretty boxes. More than 34percent of those who use tissues use more than 5, tissues annually, andmore than 82 percent of all American households use some amount of facialtissue. In the home, consumers might put one box in their living room,another in a den, and a third in the "traditional" place for facial tissue,the bathroom. Instead, this is facial tissue for the coming century whichdoesn't need to be hidden away, but which can be placed in plain site. 1 ). In 1995, toilettissue accounted for 42 percent of the market, paper towels for 32 percent,napkins for 13 percent, and facial tissues only for approximately sixpercent ("Tissue," 1995, p. These tissues will not be packaged in the same traditional patterns,but will use bold colors and minimalist geometric patterns to grab consumerattention and to fit a different style of decor than traditional packaging. Some manufacturers also have created cubes in which to market theirproducts, but the same type of packaging, feminine and appropriate for aboudoir, dominates these packages as well. The boxes will alsonot be oblong, but will only feature the cube boxes which boast smallerquantities and which are found more often in rooms other than the bathroom. The greatest difficulty is that Kimberly-Clark and other largemanufacturers may well respond with their own line of creatively designedpackages which will compete directly against this product. Profile of a new world leader. S. Limitation of Product The product's greatest limitation is that it does not offersignificant new advances in facial tissue technology. The marketing team must convince consumersthat their current traditional facial tissue boxes are clunky andunattractive, or at least inappropriate, and that the covers designed tohide these boxes are too expensive and too inconvenient to be an acceptablesolution. These ads will run on situation comedies, soap operas andtelevision programs which have a high percentage of women viewers in thetarget market. Commercial sales, referred to as the"away from home" market, are made to factories, schools, offices,restaurants, hotels and hospitals ("Tissue," 1995, p. (1995, February). Pulp & Paper, p. It will be the job of themarketing effort which supports this product to create demand for bolddesigns which can be put in the middle of a room and not detract from theoverall ambiance of the room. Rothwell, T. Selling consumers with such fierce brand loyalty onchanging product packages and trying an unknown brand at the same time willbe difficult, and will require considerable support from the advertisingprogram in order to help generate interest in the new product. Here, the emphasis will be on showing thatthe tissue box becomes part of the environment instead of an add-on, andthat the tissue box can reinforce the cutting edge style of the room. Despite the widespread use of facial tissue, it is actuallythe smallest component of the sanitary tissue market. Television ads will feature thepackaging and focus on users putting multiple packages in their homes andoffices. If consumers think thatthe only difference is the packaging and that they do not have to sacrificequality to gain that packaging, the facial tissue has a much greaterlikelihood of being able to gain market share. 1 ). Such products require a commitment to the decorating schemesince they can cost considerably more than the disposable box they cover.The fact that these products have found a market indicates that theAmerican public is looking for ways to put their tissue boxes in roomsother than the bedroom and the bathroom. During 1997, it was estimated that the total usage of facialtissues in the United States equaled 743 tissues for each man, woman andchild. These ads will not be the same as thoseplaced in the consumer publications, but will instead focus on the benefitof using these tissue packages to fit in the larger ambiance the hospitalor hotel is seeking to create. Most people refer to facial tissue as "Kleenex" in the sameway that many people refer to all colas as "Coke" or all reprographicmachines as "Xerox." At the same time, consumers are loyal to the brand offacial tissue with which they are familiar, and this will be difficult toovercome. 14). When the product in question belongs to a category withstrong brand loyalties, only a few competitors, and a single competitorwith more than 5 percent market share, the challenge can be daunting.Nonetheless, there may well be a market for facial tissue which does notcome in run-of-the-mill packaging, but which can be placed in any room ofthe home or office without detracting from the decor. In-store promotion will feature standalone off-shelf displayswhich will increase the amount of shelf space given to the product andwhich will also tie in to other types of advertising, such as thetelevision advertising which will be purchased. The same consumer can also be shown putting the box in anoffice. SupermarketNews, pp. Comparison with Competition One of the greatest obstacles to success in this market is theentrenched brands already on the market. The tissue is notthe first to add softeners, or to add scents, or even to add color to theproduct itself. During the initial introduction of the product, nonstore promotionwill focus on coupons designed to invite consumers to try the product andreceive cents-off the purchase. In the commercial segment, the target market will be hotels andhospitals which have a need for facial tissues but which are alsoincreasingly concerned about the way in which all elements fit into anoverriding decor. Print advertisements will reinforce the television ads, using the samevisuals and the same tag line. (1993, July 26). Differential Advantage/Image Traditional packaging reinforces the idea that the products are bestsuited to use in the bathroom and bedroom, but many consumers also usefacial tissues in other parts of their home, such as the living room andkitchen, and in their offices. Materials/Details The core product line will be traditional facial tissues with a"medium" grade of softness. 13). 1 . Klepacki, L. At the same time, positioning the product inupscale grocery stores will also help establish the facial tissue as beingdifferent from traditional tissue and will bring in those consumers drawnby the "snob appeal" of the product placement. The newness of the product will also be difficult to overcome in themarket since consumers are unlikely to want to switch only for the newpackaging without considerable persuasion. The facial tissue would be distributed at traditional outlets(supermarkets, mass merchandisers and discount stores) as well as at high-end specialty grocery stores. Advertising Advertising will include both print and television advertising, withan emphasis on advertising which targets women since they are the primarypurchasers of these types of products. Hotels often market their unique decorand design, and these facial tissue boxes can be a part of that design (inmany cases) far more easily than traditional facial tissue products. Promotion In-store promotion will be used to help give the product a strongintroduction; non-store promotion will also be used to generate interest inthe product. The company's position was given a strong boost in 1995 whenit acquired Scott Paper, its nearest competitor, in a $7.5 billiontransaction. The coupon amount will be small (25 or 5 cents) and designed to offer value and incentive for trying a new brand.Facial tissue consumers can have strong brand loyalty and the difficultyfor the new tissue will be in getting consumers to even try a new brandwhich does not offer significant differences in the product itself, butonly in the packaging. 13. Most facial tissue is sold to the consumer market through supermarketsand other retail outlets; approximately 65 percent of all sanitary papersare sold in the consumer segment. The difference between these tissues and those alreadyavailable on the market will be the packaging. Hospitals are moving away from the traditional "sterile"environment and are creating wellness centers (among other facilities)where nontraditional decor is used. Facial tissuegenerates strong brand loyalty, and it can be difficult to get consumers tochange brands when new features have been added to the tissues themselves.Consumers have proven reluctant to switch to tissues made from recycledmaterials because of concern about comfort. References Face values. 7 ). Commercial advertising will also be used in order to gain access tothe hospital and hotel markets. The industry is dominated byKimberly-Clark which has considerable resources which can be brought tobear. U. At the outset, the new facial tissue has as its primary advantagesurprise and innovation. The tissue box will be placed prominentlyin the foreground in settings where facial tissue boxes would not typicallybe found. (1997, September 15). 13). It is a traditional facial tissue packaged in adistinctive box, but even the shape of the box has already been introducedto the market. 39). Neville, L. Traditionally, facialtissue comes in both oblong and cube cardboard packages, with countsranging from 1 to 3 tissues per box. 39-4 . Theseutilitarian products are not seasonal, however; when cold and flu seasonends, allergy season begins, and consumers again reach for facial tissuesas they sniff and sneeze their way through warmer weather. 13-14. While the facial tissue willnot be significantly different from the competition, the promotion mustemphasize that it is as good as the competition. Much as Oldsmobile has repositioned itself as"not your father's Oldsmobile," so the new facial tissue can build on theconcept that it is not the facial tissue of the consumer's parents orgrandparents. By featuring the tissue inoutlets where consumers are used to making these purchases, the consumercan make the purchase decision without having to search for the product atan unfamiliar retailer. These off-shelf displaysshould ensure that the product receives strong shelf position throughoutthe entire year as the retailers will not have to give up other shelf spaceto the product (Klepacki, 1993, p. Kimberly-Clark manufactures Kleenex, which is the signature brand ofthe industry. Introduction Most of us use facial tissues without giving much thought to them.They cannot relieve the symptoms of a cold or the flu, but they areindispensable items to have when either of these strikes. This is not going to be an easy task for the marketers. A cents-off coupon can attract consumers to thebrand for the first time and provide enough incentive to draw consumers tothe tissue (Klepacki, 1993, p. (1991, March 29). Tissue. Magazineswith a high level of women readers, including but not limited totraditional "women's" magazines, will be used for these print ads. These tissue boxes may well be solid colors, but in deep, rich hues thattraditional facial tissue manufacturers have ignored. At the same time, consumers would nothave to purchase the cover accessory and would benefit from the disposablenature of facial tissue packaging without incurring extra expense. 13). Conclusion Introducing a new product is a difficult task in the best ofcircumstances. 69-81. With appropriatemarketing support and careful product placement, the product may well beable to capture market share quickly and establish the facial tissue as astrong niche player. Those with incomes below this levelare likely to consider facial tissues simply a commodity product and aremore likely to make a purchase decision based on price rather than onpackaging. Background Facial tissue is part of the larger sanitary tissue market, which isdivided into commercial and consumer segments and which is highlycompetitive. In addition, although all consumers use facial tissues,purchasing decisions regarding this product category are madeoverwhelmingly by women, so the marketing will be directed toward womenconsumers and decision makers ("Tissue," 1995, p. Creative lighting, unusual furniture and other design elementswill be used in order to highlight the facial tissue box and the way thatit works with, rather than detracts from, the larger setting. Tissue manufacturers favordesigns of pastel flowers or subtle patterns (such as feathers) in oblongboxes. Initially, no additional softeners will beadded; perfumes will also not be used during the initial productintroduction. Such market potential has not gone unnoticed by major manufacturers(Neville, 1997, p. The boxes themselves aretypically pastel, or may feature small flowers or designs (such asfeathers) which are overwhelmingly feminine and "soft" in their appearance. Although the smallest component of the sanitary tissue market, thefacial tissue market is nonetheless of considerable size, with an averageof 22 1 -count boxes purchased by each household each year. (1995, November). Despite the fact that most American households use tissues, theirpackaging has remained remarkably traditional. Such packagescould prove particularly troublesome given the resources which can be drawnupon, so this brand must grab market share quickly if it is to besuccessful. Kimberly-Clark introduced Kleenex, the world's best selling tissuebrand, in 1924 as Kleenex Kerchiefs.
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