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MARKETING NEW FACIAL TISSUE.   Term Paper ID:25385 Click to get this paper

Essay Subject: Examines market & requirements for success in targeting, materials & packaging, image, promotion, advertising, competition.... More...

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