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
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