Marketing Plan of Tissue Paper
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Marketing plan for clean tissues Market analysis The tissue market is one of the strongest growth segments in forest product . The tissue market has expanded 2.1% annually worldwide in ten years and its is expect that it will continue to grow on steady basis . The high consumption of facial tissues by Indian could be attributing by following reason:
The tissue sector is more focused on uses away from home(government,building,hotel schools etc) Strong promotion of brands Wider variety of tissues goods available Generally positive attitude towards consuming and shopping Demographic / housing difference benefitting tissue consumption over the rest of the world
Trends The trend seen in current facial tissue markets are added luxury for product. Nowadays almost all facial tissues have special oils and a nice scent included. These changes are influenced by the buying behavior of the consumer and their increasing needs for luxury. Another trend is the increased awareness for eco friendly product ,people buying more and more recycled products. Market segmentation We will use the lifestyle of consumer as one of its target. We want consumer to feel personal sensitivity when using the tissues, instead of just thinking that it is just a piece of paper. Another way to segment is by product differentiation. Our tissues are made from soft, durable fiber. We also have a smoothing scent and pleasing oil in it. Demographic Generation Y are the children of the baby boomers. There are mainly responsible for thriving the economy. Generation Y, also called Millennial, have great demands and explicit lifestyles which goes on par with high purchasing power and a high feeling of individualism. Millennial account for roughly $150 billion of purchases every year. In contrast, the baby boomers are so-called budget shoppers. Baby boomers want to stay trendy but seek for products which are less expensive but durable on the other hand. Socio culture Environmentalism is a new emerging movement which focuses on conservation and improvement of the environment. People are more aware than ever of the ecological environment and unite in private organizations (environmental NGOs),. Even (inter)governmental organization are created in order to
protect the environment. However, increasing purchasing power of consumers creates new lifestyles and leads to an increasing demand of luxurious products, because the Composition of consumption changes through the wealth effect. These people don’t just buy the tissue, but also the extra benefits, such as the lotion and scent. Technological Improved product development by implementing a new technology which increased softness and strength. Clean Facial Tissue with Lotion was based on this technology. This technology will extend to other products. Possible effects of new technologies will be improved efficiency and product innovation. In addition, by implementing new technologies clean could easy recycle used paper instead of relying on paper and pulp directly gained by cutting trees in the forests. Ecological More and more people are aware of the so-called destruction of natural resources and ecosystems. People prefer eco-friendly products nowadays.. some NGOS tried to convince to use recycled fiber instead of “wiping away the last ancient forests”. This trend is definitely causing damage to our image. In addition, NGO accuses clean of contributing to the deforestation process, which has a big impact on global warming. Political Green politics focuses on the health and well-being of the humans. They address ecological issues, such as the globalization, government subsidies to companies that waste resources, capitalism, and economic growth while avoiding the ecological environment. Since the late 70’s, this green movement grew in influence and are represented in almost every country. Competitors In addition to the cheaper private label brands (store brands) from big retailers, clean experiences fierce competition from Procter & Gamble, SCA and Georgia-Pacific. Procter & Gamble P&G is competing in the facial tissues market with their own Procter & Gamble's Puffs
Market mix Product We sell product facial tissues. All of these are low involvement products which makes it hard to convience consumer of buying our tissues instead of the competitor’s. The core product are tissues and such which can be used to clean wipe blow nose and more. the actual product is much more than just tissue but rather an indispensable aid to help let their emotion out. Place
The product can be bought in many stores but mainly in super market and druggists. The product are easy to obtain when doing when daily /weekly groceries and such. Price There are no specific price given for product but what we do know is that all of the product facial tissues are in the category of high price and quality. This category of product is low involvement product and sine the price is relatively high we will keep on explaining to people why it matters to buy our product instead of other lower priced tissues. Promotion Clean has invested a lot in their brands to define the category they are in, and to protect their brand name.. They released a documentary movie to build a connection between movies . The movie was made to make an emotional bond between Kleenex and the target audience and was part of.. Blue couches were put up on the sidewalks in big cities on which people were invited to sit down and express their emotions. The unique thing about this was that the people invited were “real” people, and not actors. The campaign will be broadcasted on many media channels such as TV, radio, print, internet (letitout.com), and also encompassed the public relations activity Stp Segmentation clean is a low involvement product. This means that people will not need very long to consider if they do or do not purchase a box of tissues. If they don’t like the tissues they bought then they will throw them away and the next time they purchase tissues they can easily buy another brand. This makes it much harder for clean tissue to differentiate themselves from their competitors. Because why would the customer buy clean tissues if they just as easily buy another brand which will also fulfill their needs of having tissues. Targeting Everybody uses tissues. When you’re young or old, a boy or a girl it doesn’t matter. So it is hard for clean to target certain groups. The only difference that the customers have is when they use their clean tissues. For example the ladies use clean for when they are removing their make-up. And the men may use their clean for when they are crying. The most likely target group which clean has are the women. This simply because women are more expressive with their emotions. Clean already targets this group by producing good looking boxes and tissues with a nice sent. Clean needs to keep focusing on the women. These are the customers which are most likely to buy their products so these are an important factor in the sales of clean.
Positioning Clean needs to position themselves as a brand which operates in the higher end of the market. They are more expensive than other brands but with this expense also comes a certain value which clean offers to their customers. Of course clean has already managed to create this image in the mind of the customers. The problem which clean faces is that people perceived clean as a brand which didn’t produce their products in a ‘green’ manner. Clean took care of this problem and now it is up to them to keep on positioning themselves as the brand which has become more environmentally friendly. Objectives Based on SMART.
Short-term goals: Increase net sales by 10% Increase K-C’s net income ratio by 2% Reduce advertising spending by 3% Long-term goals: Increase net sales by 30% Swot analysis Strength Highly emotional appeal Consumer involvement Cost advantage Good financial position Wide target market Weakness Saturation point Brand is not clutter Outdated advertising Opportunities Innovation Increasing bond with customer Recycled content/environmental friendly New innovative marketing efforts Threats Huge challenge of commoditization
Competition from low priced private labels Competition from P&G, SCA and G-P Risks of brand substitution Tough market condition Environmental groups Lawsuits Economic downfall
Part b Legal issues There is no proper agency to look after the quality of the tissue paer There are no ISI marks and no good manufacturing practices followed Government agencies link Maharashtra’s Food and Drugs Administration (FDA) have zero control over the industry. There are very few companies who follow norms For our product we would provide good quality product so that we could win customer mind. We would create the awareness about the use of tissues We would use good quality of packaging which may prevent spoiling of tissues. They address ecological issues, such as the globalization, government subsidies to companies that waste resources, capitalism, and economic growth while avoiding the ecological environment.
Environmental issues More and more people are aware of the so-called destruction of natural resources and ecosystems. People prefer eco-friendly products nowadays.. Some NGOS tried to convince to use recycled fiber instead of “wiping away the last ancient forests”. This trend is definitely causing damage to our image. In addition, clean of contributing to the deforestation process, which has a big impact on global warming.