Create a new tissue (Birth date: 11/27/1987)

Résumé du document

Paper tissue has become a very common and ordinary product, and its use is very frequent. Moreover, a lot of different tissues have already been released, such as recyclable tissues, tissues with different smells etc. Now tissues are even used in ads, with companies offering designed packs to their customers. Today, the most important difference that can be seen in these products is in the difference of quality or the difference of perfumes, so it seems difficult to innovate a lot or implement new properties to this type of a product. Nevertheless, for all the consumers, properties of the tissues is not the main element that has an influence on the consumers' buying decision. In fact, lower price is often the element as the most considered during purchase. So our main goal is to satisfy our customers, with selling tissues at a low price, with offering at the same time the best quality. But, considering the market and the classic rules of profitability, it seems to be very difficult to implement a lowest-price highest-quality tissue without loosing money. That's why the strategy is to find partners or sponsors who would like to put their logo on the package.

Extraits

[...] They have to be targeted with precision, using a pragmatism way and highlighting the fact that shrewd!” is the cheapest brand with the more value-added. - The second target audience is young people between 15 25 years old. Actually, young people are the more prone to accept and try innovations. They are often the ones who encourage the first purchases, because they are open-minded and can easily change their habits concerning a brand. Sociologically speaking, this part of the population is more used to advertizing. [...]

[...] shrewd!” tissues are the product of a new concept in production of tissues. It is an innovation, not in the product but in the way of production which is sponsored by a brand that searches for new presence without going by itself in mass media: this is an easy and cheaper way to communicate for the sponsor, and in the other side, it helps to pay production costs and communication. ADDENDUM COMPETITIVE ANALYSIS Birthdate: 11/27/1987 Product: A new tissue Competitive Analysis Name of the product: Kleenex Parent Company: Kimberly Clark Key features: - Kleenex is the first and the older brand of paper handkerchief on the market in 1930 - The brand is now referenced in the dictionary as a common word: everybody use the word Kleenex to talk about any handkerchief - The product is well known and very useful - There can be a problem with sustainable development because tissues are made with trees Age of the target audience: Any age, even if old people keep using real handkerchiefs Slogans of the product: it Out.” “Thank goodness for Kleenex tissue.” “Kleenex Says Bless You.” carry a cold in your pocket” Where is the product advertized: Mainly on TV, women magazines, and Point of Purchase Advertizing. [...]

[...] This is one of our sale and communication arguments: in fact those tissues must be identifiable because of their surprising price. To be competitive and to achieve the goal of being the cheapest on the market or at least at the price of the distributors' brand, price must be fixed considering the competition. With the new concept of tissue's production, our price strategy is a penetration strategy. In fact, the low costs of productions of the tissues alow us to launch the product at a very low price but also at a high volume. [...]

[...] Weaknesses of their advertizing: They do not neither show the characteristics of their product, nor the ones which differentiate Kleenex tissues of discount ones. Competitive Analysis Name of the product: Tempo Parent Company: SCA (Swedish) Key features: - 4 thicknesses - Recyclable Age of the target audience: Any age, even if old people keep using real handkerchiefs Slogans of the product: «Une respiration relaxante» relaxing breathe”) Where is the product advertized: Mainly on TV, billboards Strength of their advertizing: Touch a large target Weaknesses of their advertizing: Rare and not periodic so the product is not kept in mind Competitive Analysis Name of the product: Distributor brand Parent Company: any distributor brand (Carrefour, Auchan, Wallmart ) Key features: - Cheap - Numerous Age of the target audience: Young people and Mid-class people Slogans of the product: None Where is the product advertized: Point of Purchase Advertizing Strength of their advertizing: Touch the target during the “purchasing period” Weaknesses of their advertizing: The are not present in the mind of the consumer until the product are seen BIBLIOGRAPHY Websites: - http://forum.aufeminin.com/forum/loisirs8/__f56654_loisirs8-Ou- trouvez-vous-vos-mouchoirs.html - http://pages.prodigy.net/davis_foulger/diss/medchars.htm 20 mm 105 mm 50 mm Sponsor brand Sponsor brand Be Shrewd! [...]

[...] Here are the different Medias that are going to be used. First, it is important to use mass media as they offer a good coverage of the target and reach it widely: - Radio: Radio is the best way to reach a target because the different channels have a specific and important target. Moreover, housewives listen to the radio everyday. The goal here is to advertize Shrewd!” with radio messages to accentuate the repetition effect. We can imagine a media plan on radios listened by a lot of housewives as Europe 1 or RTL. [...]