Cashmere Bathroom Tissue
john st.
Section I — Basic information
Business Results Period (Consecutive Months): | May 14, 2004 - May 7, 2011 |
Start of Advertising/Communication Effort: | September 2004 |
Base Period as a Benchmark: | 52 weeks ending May 13, 2004 |
Section II — Situation analysis
a) Overall Assessment
In 2004, when the Scott Paper marketing team contemplated the next several years, they knew they were going to be the most challenging they had ever faced in the bathroom tissue category.
At this time, bathroom tissue was a $315 million business in English Eastern Canada. Category volume was growing at 2-3% annually...