Agency: KHBB | Author: Rupert Hopkins |
Nouvelle Toilet Paper: David and Goliath - Fort Sterling's breakthrough to branded success
INTRODUCTION
This paper outlines how minor player Fort Sterling broke into the massive-spending toilet tissue market on a minimal budget (225K) to gain the number-three branded slot in nine months and, shortly afterwards, grab the number-one kitchen towel slot via a clever use ofco-ordinated branding.
This was achieved by:
- accurate mapping and tracking of consumer trends
- careful management of the trade to gain ...