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.
[...] 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. Moreover, this strategy can exist because there is no market on the tissue's market, which means that there is no segment on this market where the buyers are prone to pay a high price for a paper tissue. [...]
[...] Problem and opportunity solved The main problem solved with this new sort of tissue is that it is very difficult to innovate on the tissue's market as it's a common product used by almost everybody. There is not very innovation possible, or if there are some, productions costs would be so high that the tissues would not be sold, because price can't be high for this kind of product. The main opportunity solved is that there is a solution to produce high quality tissues with a low price which could be a combination of all the aspects researched for this kind of products Product range The product would be proposed in 2 sizes: - Classical format: a pack of 10 tissues 210x210 millimeters - Box of hundreds tissues 210x210 millimeters As those tissues are in the launching phase, the choice of offering a small product range is strategic. [...]
[...] - Event: It is possible to create a winter tour in ski stations to promote Shrewd!” The fact is that if the event takes place in winter during ski sessions, that seems to be the best moment to advertize for Shrewd!” because that is when tissues are the most bought. We could at the same time reach housewives and children with creating a sort of “winter park” with animations and game for young people (e.g.: blind tests, sports) and a part of the park “reserved” to woman with make-up advices and massages and so on. [...]
[...] So it's a brand easy to memorize and which differentiate from its competitors. shrewd!”'s slogan is: “Even your nose deserve the best”. This is to show that the product has a good quality and will be softly treated by Shrewd!”'s tissues. II. REACHING SHREWD!” AUDIENCE 1. Target and positioning As tissues are products usable and used by everybody, the best thing to do is not to target a very specific target, but to wide target: - The first target audience is the housewives (30 60 year old): in fact they are usually the ones who go shopping for the family and who buy this kind of product. [...]
[...] We will create a first message telling about the quality and the price of the tissues, and explaining quickly the sponsorship that has been set up to let a small place to our sponsor brands. This will attract sponsors because they will give money for the production but they will have a media presence that they will not have to pay (it will be comprised in the sponsor budget). Then after this first message, we will create messages that will be diffused right after the one, with one or two ads separating Shrewd!” messages from each other. [...]
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