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Follow on Google News | Recently released market study: Viva Paper Towels Case StudyNew Consumer Goods market report from Datamonitor: "Viva Paper Towels Case Study"
Reasons to Purchase * Stimulate ideation and invigorate brands by learning from industry leading examples with supporting consumer, product and market insight data * Enhance your market positioning and concept development efforts. In doing so, reduce risk for new product launches and increase the chances of success For more information or to purchase this report, go to: - http://www.fastmr.com/ Report Table of Contents: Datamonitor View 1 CATALYST 1 SUMMARY 1 Analysis 2 Branded paper towels have struggled to grow share amid value- and eco-consciousness 2 Environmentally- Private labels are perceived by many as delivering a value proposition equally, if not more effectively than well known brands 5 VIVA repositioned itself by carving out new usage occasions 7 The brand introduced an 'active cleaning' proposition 7 Consumers research revealed it would be difficult to encourage behavioral change in paper towel adoption and usage 8 VIVA established credibility by offering an authentic product endorsement 8 VIVA adopted a performance- The campaign acknowledged the strong influence of recommendations from 'real people' 10 Compare and contrast: Handee Ultra 11 Conclusion and implications 13 APPENDIX 15 Case Study series 15 Methodology 15 Secondary sources 15 Further reading 16 Ask the analyst 16 Datamonitor consulting 16 Disclaimer 17 List of Tables Table 1: Paper Towel market size and shares (AUD), in Australia, 2009 3 List of Figures Figure 1: Australian consumers are making increasing efforts to reduce their household waste by recycling items such as glass, paper and plastics 4 Figure 2: A growing number of campaigns are encouraging consumers to replace paper towels with more sustainable options 5 Figure 3: A steady if not growing proportion of Australians are turning to private labels to save money 6 Figure 4: Branded household cleaning products are facing intense competition from ever-improving private label lines 6 Figure 5: Multi-purpose benefits are among the top six most influential factors determining household cleaning product choice 7 Figure 6: The 'Would You Buy It?' television spots challenged everyday Australians to use VIVA paper towels in ways they were unaccustomed to 9 Figure 7: The 'Would You Buy It?' platform recognized the value of authentic testimonials from actual consumers 10 Figure 8: A considerable proportion of Australian consumers are highly skeptical of performance claims made by household cleaning products 11 Figure 9: Masterchef judge Matt Preston not only appears in Handee Ultra commercials, but has also used the product on the show itself, in a now infamous scene involving spilt salmon roe 12 Figure 10: Masterchef's top-tier sponsors have gone to considerable lengths to ensure prominent brand positioning on the show 12 About Datamonitor The Datamonitor Group is a world-leading provider of premium global business information, delivering independent data, analysis and opinion across the Automotive, Consumer Markets, Energy & Utilities, Financial Services, Logistics & Express, Pharmaceutical & Healthcare, Retail, Technology and Telecoms industries. Datamonitor's market intelligence products and services ensure that you will achieve your desired commercial goals by giving you the insight you need to best respond to your competitive environment. View more research from Datamonitor at http://www.fastmr.com/ About Fast Market Research Fast Market Research is an online aggregator and distributor of market research and business information. We represent the world's top research publishers and analysts and provide quick and easy access to the best competitive intelligence available. For more information about these or related research reports, please visit our website at http://www.fastmr.com or call us at 1.800.844.8156. # # # Fast Market Research is an online aggregator and distributor of market research and business information. We represent the world's top research publishers and analysts and provide quick and easy access to the best competitive intelligence available. End
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