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-conscious consumers are seeking more sustainable alternatives to paper towels 4
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-based advertising solution to change consumer preconceptions 8
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
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