Scotties: It's what's outside that counts
john street
Section I — Basic information
Business Results Period (Consecutive Months): December 24, 2006 - June 4, 2011
Start of Advertising/Communication Effort: May 2007
Base Period as a Benchmark: 52 weeks ending December 23, 2006
Section II — Situation analysis
a) Overall Assessment
In 2006, Facial Tissue was something of a case study for low involvement categories. Firstly, it was a fragmented market where no branded player had a commanding lead: Puffs was at 5.6% tonnage, Kleenex 12%, Royale 18%, Scotties 21.7% and Private Label 41%. (footnote 1)
Secondly,...