Cashmere Toilet Paper

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Cashmere Team C : Busola, Christina, Lara, Marija, Francisco, Seif and Shweta Ready to wipe out the competition

Transcript of Cashmere Toilet Paper

Cashmere

Team C : Busola, Christina, Lara, Marija, Francisco, Seif and Shweta

Ready to wipe out the competition

Situation Analysis● Why toilet paper?

●necessity for survival, always in demand, not affected by market and economy

fluctuations

● Cashmere, launched in Canada in 2004

● #1 toilet paper in Canada, committed to providing the finest quality tissue paper

● Currently being sold in Canada now expanding to USA

● Target Market

●USA

●Women

●Mothers (to make children grow with the brand)

●Health and comfort vs. price

●Medium - High income households

●Private Label’s rise●Direct and Indirect competition

● Approximately 116 million households● Targeting 58 million female

consumers● Market Size = $7 Billion

Current Market Analysis

Product

●High Quality●Hypoallergenic●Environmental

friendly●Dermatologist

tested●Value for Money●CSR

CORE PRODUCT

Toilet paper

Cleanliness

Brand & Logo

Packaging

ACTUAL PRODUCT

Hygiene

Feminine

Design

AUGMENTED PRODUCT

Luxury

Prestige

EnvironmentallyFriendly

Fashion

Campaigns

Brand Positioning

1st Year

Product● Year 1 (Beginning): Brand Introduction - release Classic line (toilet paper &

wet wipes)● Year 1 (October): Brand Awareness - launch Cashmere Breast Cancer line● Later: gradually release Cashmere Ultra-3, Premium, UltraLuxe &

EnviroCare● Year 3: Growth Opportunity – develop Cashmere-to-go*Cashmere will be sold in 12 packs, 24 packs and 36 packs.

Place● Distribute Classic & to-go lines in Mid-High cost grocery stores, pharmacies

& wholesale stores● Place EnviroCare in organic (eco friendly) Points of Sale● Distribute Premium & UltraLuxe in Exclusive grocery, pharmacies &

wholesale stores● Distribute Cashmere Breast Cancer in all Points of Sale

Promotion● Cashmere/ coupons - on site and newsletter (combine online & offline)

Price● Similar to other toilet paper, e.g. Charmin because anything higher and we

will lose customers, while anything lower and we’ll reduce our margins {6 Rolls for $8, all of our Cashmere products will be around that price}

Jan’16“New year’s”

Feb’16“Valentine’s day”

Mar’16Spring cleaning

Apr’16 Hygiene awareness

May’16“Mother’s Day”

Jun’16“Wedding season”

Jul’16“Summer”

Event #1 Cashmere ‘ultra soft, luxurious’ launch party. Launch of cashmere into the market in US.

Love your loved ones campaign, buy one get one half off or 2 for 1

How to make new decor workshops using toilet paper rolls

Soft tushi, soft tissue campaign:Potty training day for children and mothers

Get crafty with homemade mothers day gifts using Cashmere.

Wedding campaign. Competition to make wedding dresses out of Cashmere

Travel with cashmere campaign- road trip. Launch of Cashmere mini toilet paper rolls

Event #2 Have the countdown on the cashmere. Also organize a pre new year cashmere party

have like red colored cashmere toilet paper with hearts printed on them specially for valentine

Mother’s day campaign. Focus on the everyday mom, the highs and lows

Team bridesmaids campaign to design own dresses and compete

Event #3 “Love at first wipe”

Activity Matrix

Activity MatrixAug’16“Summer”

Sep’16“Back to school”

Oct’16“Breast Cancer Awareness’

Nov’16“Thanksgiving (family theme)”

Dec’16“Holidays”

Jan’17“New Year, new cashmere “

Feb’17“Valentine’s dayMercedes Benz Fashion Week (NY)”

Event #1 Travel with cashmere campaign - road trip. Cashmere mini toilet paper rolls

Competition opens to make Cashmere exhibition (students from art schools in major cities)

Make bras out of cashmere?

Hibernate get cozy with Cashmere sweaters.

Start of Cashmere’s annual New Year’s party

Love you loved ones campaign, buy one get one half off or 2 for 1?

Event#2 Organize a Red cashmere carpet fashion show,

Cashmere exhibition in squares in major cities

Competition opens to make Cashmere collection for fashion week (students from fashion schools in major cities

Festivities decorations. Christmas trees and menorahs decorations

Reveal of cashmere collection at Mercedes Benz fashion week

Event #3 Cashmere decoration stores that carry its products with toilet paper and breast cancer inspired decorations

Offline Communications Strategy Increase the brand awareness

TV ads

● Commercials for monthly campaigns

● “Luxury worlds” ● Breast cancer awareness and

mother’s day campaigns

Public relations program● Organizing fashion & charity

events ● Organizing competitions for

design students

Guerrilla marketing & Sponsorships ● Various techniques of guerilla

marketing for geo localization and connecting online and offline

● Sponsorships for events with same values

● Pink decoration of stores during the month of October

Print ads● Fashionable● Showing creative ideas for

using toilet paper● Breast cancer awareness

campaign

Online Communications Strategy

● Introduce the idea of luxurious & fashionable toilet paper to US market, through blogs, vlogs & influencers

●● Viral content on social networks to

engage consumers - Contests/ Competitions/ Challenges ‘’Turning customers into brand ambassadors’’

●● Building social community of people

who share same values : innovative, environmentally friendly, fashionable, caring about the good cause

●● Display ads to increase brand

awareness

Key Sources

● Statista.com

● Euromonitor.com

● Cashmere’s website

● Kruger Products Website

● BCG Matrix

● Growth-Share Matrix

Ready to Wipe out the competition