Loyalty and Customer Focus

Dr. Jorge A. Wise

The Problem

• Control of bladder weakness and incontinence• Incontinence is “the involuntary loss of

bladder or bowel control” (The International Continence Society: ICS).

• Urinary Incontinence (UI) is a:– Stigmatized, – Underreported, – Under-diagnosed, Under-treated condition– Erroneously thought to be normal of aging

Some Facts of UI

• Social costs:– High and even mild symptoms affect social, sexual, interpersonal, and

professional function• Affects 200 million people worldwide• In Mexico:

– Universidad de Guadalajara surveyed 352 women between 15 and 85 years old finding that 27.8% mentioned have UI

– Study by Hospital Universitario Dr. José E. González in Monterrey found that “becoming 30 years old about one third of women have some level of UI”

– INEGI (2001): some level of UI for individual between 65 and 84 years old:• Women: 11.1% Men: 10.5%

Consumer research reveals…

• One in four women over the age of 18 experience episodes of leaking urine involuntarily

• One-third of men and women ages 30-70 have experienced loss of bladder control at some point in their adult lives and may be still living with the symptoms

• Of men and women ages 30-70 who awaken during the night to use the bathroom, more than one-third get up twice or more per night to urinate, fitting the clinical diagnosis of “nocturia.” Of these adults, one in eight say they sometimes lose urine on the way to the bathroom.

Consumer research reveals…

• Two-thirds of men and women age 30-70 have never discussed bladder health with their doctor.

• Men are less likely to be diagnosed than women. Men are also less likely to talk about it with friends and family, and are more likely to be uninformed.

• Two-thirds of individuals who experience loss of bladder control symptoms do not use any treatment or product to manage their incontinence.

The Need

• Control of problems due to UI• Make the UI socially acceptable• Unnoticed products for males

and females

Target Markets

• Women: Individuals suffering UI• Men: Individuals suffering UI• Caretakers: Caregivers, family, &

friends • Professionals: Drug stores, Nursery

houses, Health Professionals,

Products

Women Men Caretakers and Professionals

PantilinersPads

UnderwearBriefs

Pad & Pants System

WashclothsCreams

GuardsUnderwear

BriefsPad & Pants

SystemsWashcloths

Creams

WashclothsUnderpads

Creams

Products

• SCA Group• SCA is a leading global hygiene • and forest products company

Loyalty…

Loyalty…

Loyalty…

Loyalty…

Loyalty…

Loyalty

Svenska Cellulosa Aktiebolaget SCA• Swedish Cellulose Company• 1929: Founded in Sweden by merging ten forest companies• 2001: Acquisition of Georgia-Pacific Tissue and Tuscarora• 2007: Acquires Procter & Gamble's European tissue business• 2010: Acquires Copamex baby diaper business in Mexico and Central

America• A leading global hygiene and forest products company

– Develops and produces sustainable personal care, tissue and forest products

– Presence in about 100 countries under many brands– Europe’s largest private forest owner– About 44,000 employees

• 21013 sales: SEK 93bn (EUR 10.7bn)