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 with three strong branded competitors: Cottonelle, Charmin & Royale. (Footnote 1.)