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A Marketing Analysis of the Tissue Industry

An analysis of Kleenex, Sorbent & ABC Tissues
by

Ruth Fowlie

on 29 October 2012

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Transcript of A Marketing Analysis of the Tissue Industry

Launched in 1952. Facial tissues introduced in 1990.
Derived from the word “Absorbent,” Sorbent Tissues
Leading Australian brand of facial tissues.
Holds 54% of the market.
Sorbent has become a well respected brand, renown for their catchphrase “why
rought it?”
Work on achieving brand loyalty. BRANDING A company brand is a collection of symbols including a name, logo, slogan or design

brands are used to differentiate products, goods and services from competitors.

brands aims to secure a set of beliefs and positive attitudes to add product brand equity.

Brand equity is the added value a brand gives a product regarding awareness, loyalty and perceived quality.

Successful brands create an image that will outlast its products or competitors and confirm credibility of the product The Branding of Kleenex Brand image: promotes a range of high quality products- very soft, strong, highly absorbent tissues.

Brand Personality: focuses on the functional benefits of the product -softness and strength of the product as well as the emotional benefits- comfort, hygiene and soothing.

Kleenex’s high brand equity has allowed the branch to launch various extensions due to the high credibility the brand name carries in the consumers’ minds.

includes hand towels, wet wipes and toilet paper. The Branding of Sorbent Slogan: "Sorbent, why rough it."

Brand personality: highlights its commitment to customer benefits and accessibility to all consumers

Brand Image: high quality multipurpose product production focused on thick & large extra soft facial tissues.

Sorbent increased product awareness in the facial tissue segment is by highlighting its accessibility to a greater range of consumer types Kimberly-Clark is a leading global manufacturer of tissue paper products for personal and health care purposes.

One of the most successful brands owned by Kimberly Clark is the Kleenex brand which was established in 1924. Kleenex specializes in tissue products including toilet paper, facial tissues, wet wipes and paper hand towels.

Products are manufactured in 41 different countries and the sales market extends to over 150 countries. Established in 1985
Australia's only fully recycled tissue company
Company has grown to include over 500 staff at 11 different locations in Australasia
Holds 7-8% of the Domestic market share
Products include premium grade facial tissues, three ply quilton tissues and a chlorine free "Sneezes range."
Why haven't we heard of it? POSITIONING A-choosing the Right Tissue
An Analysis of the Tissue Market Marketing Communications In order for any product to be successful in the market place, it must be effectively communicated to the target market.

Integrated Marketing Communication refers to
Advertising, Public Relations, Sales Promotions and Personal Selling.

Good Marketing Communication can ensure that a tailored message is conveyed to the market which can lead to an increase in consumer awareness, retailer support and brand loyalty. Uses print media, television advertising and social networks Established in the 1920's Kleenex has had a long time to create its message strategy. consumer behaviour ABC RECOMMENDATIONS Increase consumer involvement through cash give aways/holiday promotions Use comparative advertising techniques to pitch the idea that ABC tissues are much more eco-friendly than competing brands! Branding image: Australian owned and managed company. No international influences

Brand Personality: eco friendly brand with the fastest breakdown possible and environmentally-friendly processes. Also features flexible and fast services for maximum customer satisfaction

The ABC range has limited product specialization, therefore has minimal brand extensions

ABC spends little money on promoting its products and focuses on value for money The Branding of ABC Total Product Lifecycle Total Product Concept - The total product concept is the understanding of the product describing key features such as core, expected, augmented and potential products in an attempt to evaluate how the product creates value for its customers Product Differentiation: -Product differentiation is the creation of new products and the current product attributes, which distinguish one product to another
(Elliot et al, 2012) The Kleenex brand currently as of 2012 maintains close to 46% of the tissue market segment. Advertising Advertising is the most prominent aspect of marketing communication.

Advertising is the "transmission of paid messages by an organization brand, or product to a mass audience."

This can be done through television, print and social media avenues. Kleenex Advertising "New secret of keeping pretty skin"
An integral component of the female beauty regime. Became part of the remedy for fixing the common cold. Number one company due to reach and frequency Advertises in home grown publication such as Women's Day and New Idea Comparative Advertising techniques and jingles "ABC does not spend a huge amount on promoting products. Instead we focus on delivering maximum product quality at a price point that sells itself." (ABC TISSUES, 2012) Is this failing to work in their favour? Public Relations Public Relations is the term used to describe the "promotional efforts designed to build and sustain good relations between an organization and its stakeholders. This is done by sponsorship, philanthropy and publications in the Tissue Industry Places emphasis on sustainable management of forests. Has achieved Forest Stewardship Council Certification Revamped its transport channels and packaging in response to negative criticism Ongoing concern for the natural environment has ensured ongoing consumer support. Proud Partner of the Cancer Council Sponsored Lleyton Hewitt at various tennis tournaments. Growing environmental concerns Public relations generates goodwill Promotes goodwill through donations and environmental awareness Naturale, Earthcare and Softex Ranges are 100% recycled Action Plan- outlining commitment to environmental protection Publicly supports the Great Barrier Reef Research Foundation Donated fund that have restored the vision of over 7,000 Cambodians Sales Promotions Promotions are short term activities designed to encourage consumers to purchase a product or encourage resellers to stock a product. Samples, loyalty programs and competitions are used in the tissue industry. Contests and Competitions Encourage consumer interaction and brand loyalty Trial Products- Pocket Pack Personalise your tissue box Rare Promotions Cash/Holiday Give aways No consumer interaction or potential to trial the products Could this be a downfall? Personal Selling The use of personal communication to persuade consumers to buy products. The sales person offers information, identifies consumer needs, highlights product attributes, competitive advantages, closes the sale and follows up to ensure customer satisfaction and loyalty. Only company to promote personal selling Tissues can be bought directly from the manufacturer Treat all customers as 'individuals.' ABC's biggest downfall is its low level of brand awareness and consumer loyalty which is a result of inadequete promotional communications As ABC is a relatively unknown brand, a jingle, or creative catchphrase such as "a greener way to blow your nose" could be formulated to catch the target audience attention and convey a memorable message Find the inherent drama! Use low cost but highly affective means of advertising through advertising in magazines and on television commercials to spread awareness of the brand Set up displays at local shopping centers- to encourage consumers to test the brand and increase consumer awareness Revamp the packaging of the tissues from something bland to green packaging to indicate their environmental awareness!

A change in brand name could revive the product- "ECOSNEEZE"? Indicate the moral and emotional appeal. Use these tactics to guilt trip consumers into doing their bit for the environment and switching brands Increase target audience by advertising to target families and schools Offer loyalty programs, by which collecting a certain number of tissue boxes entitles consumers to a free box of tissues or complementary hand sanitizer! "ABC" Jingle-Jackson 5 Inspired THE END kleenex sorbent Mass marketing most common, kleenex is ahead of competitors using differentiated strategies.
Many target market segments, using different market mix for each.
Behavioural segmentation targets specific target audiences.
Psychographic segmentation
Most affluent producer in the market.
Sets examples. leads competitors. Affects the brands position in the market. Eg. Kleenex dominates the market due to its up to date and 'ahead of the game' positioning strategies. Positioning: ‘the way in which the market perceives an organization, its products and its brands in relation to competing offerings’ Determines success of a brand generally. The third stage of the Target Marketing Process Newer to market than Kleenex but just as successful.
Similar Strategies to Kleenex Behavioural Segmentation Demographic Segmentaion sex Psychographic Segmentation occaision lifestyle SLOGANS!!!! ABC Tissues Different target market, therefore different positioning strategies. Quality of Product Vs. $ spent on positioning & advertising Traditional segmentation variables are less relevant but still exist in the form of behavioural segmentation and demographic segmentation. Still profitable Consumer behaviour " The term used to describe
the analysis of the behaviour of individuals and
households who buy goods and services for personal
consumption." Consumer behaviour can be influenced by an array of different factors including, situational, group and individual factors. Situational factors - the circumstances a consumer finds themselves in when they are making a decision. Group factors- are influenced by social and cultural norms, are generally less important in low order purchases. Individual factors- relate to a person’s psychological characteristics and can have an intense bearing on purchasing decisions. ABC tissues Kleenex Sorbent Soft tissue
Comforting
No irritation Patterned
Towel Sized
Reusable ABC’s target market leans more towards organizations rather than households
The problem recognition stage will occur when cleaning staff realize the need to restock toilet tissue or when companies are reducing their expenditure and are looking for cheaper alternatives
The next stage in the decision making process may involve research to find the cheapest alternative.
The next part of the decision making is when the organization chooses to purchase the products.
The final stage is the post purchase evaluation. This is when opinions form towards the product. Environmental Awareness can help to reduce cognitive dissonance. The problem recognition stage for Sorbent is quite similar to Kleenex in that this is when consumers realise the need for tissues
Characteristically, the next stage would be where the buyer would search for more information regarding the purchase.
Consumers are not likely to go out of their way to research on possible alternatives. But sorbent does provide information for consumers who do want to research.
Evaluation of possible alternatives occurs in the next stage. It is possible for this stage to occur at the supermarket where the tissues are located.
It is important at this stage for Sorbent to make itself stand out from the other products NEED WANT RECOGNITION: The problem arises when the consumer realizes that tissues are needed, whether it be for hygiene, sickness or household use.
INFORMATION SEARCH: about how to solve the problem. Since the decision making behind the purchasing of tissues is habitual, consumers have little involvement with the purchase.
EVALUATION OF OPTIONS: Consumers are faced with a variety of different alternatives. Consumers would then compare the other options available
PURCHASE DECISION: in which the consumer may or may not purchase the product depending on their individual needs
POST PURCHASE EVALUATION - consumer continues to evaluate the product in order to determine whether it matches their expectations. Soft tissue Doesnt irritate Comfortable Lotion
Scented
Packaging
Aloe Vera
Ply and size
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