GROUP ASSIGNMENT

ACME CASE STUDY

Submitted to: Dr. Semila Fernandes

Submitted by: GROUP 3

Mainali Gautam-19020841015
Shreya Kapoor-19020841031
Amritha Varshini-19020841047
Rusheel Nair-19020841071
Yash Chandra-19020841095
Arghyadeep Basu-19020841109
Neal Vakani-19020841153

Marketing Batch: 2019-21

Case Study: Acme Hygiene Products Limited

 Introduction

Acme Hygiene Products Limited (AHPL) is a reputed family owned company with over 50
years of technological expertise in fibers and innovative absorbency techniques. In the pursuit
of high performance and customer care. it wants to launch its own brand of tissues – face
tissues, napkins, toilet rolls and kitchen towels under the brand name ‘pristine’. AHPL also
wants to be known as the company behind the brand. They want to incorporate the following
things in the brand.

R&D: AHPL has, from the beginning set up an R & D department which is continuously trying
to come out with innovative products based on the feedback from the business partners and the
end-users.

Vision: AHPL wants to be a company that has a holistic approach to hygiene, with strong
emphasis on ‘complete hygiene systems’ rather than isolated & ‘off the shelf products’.

Environment Friendly: Sourcing the raw material from sustainable natural resources and the
100% natural fibers from which manufacturing is done in a safe and environment-friendly
manner. They are also planning a campaign to actively promote the use of 100% recycled
tissues.

Personnel: The company has a small sales team, which caters to the B2B market which they
are currently in. They have a marketing manager heading this team, who currently ensures
timely dispatches of orders and follows up on any outstanding and also meets his customers to
sort out any sales related issues.

Future Plans: The company has planned the following things for its brand ‘Pristine’: -

● To energize and refresh the washroom experience.

● To look for ways to better the hygiene experience in homes, offices, shops, showrooms, kitchens
and pantries.
● To match global trends in hygiene solutions.
● To be known as an innovative company.
● And to do all this while remaining committed to best prices and the environment.
 Market Trends and Industry

Key Drivers:

In the tissue paper landscape, value-added advantages are a staple that helps fuel growth in
market value. A variety of value-added benefits are implemented by manufacturers, such as
additives in products, pursuit of innovations and improved functionality in tissue-based
products. Fragrances, disinfectants, as well as essential oils are additional ingredients in
products such as toilet paper and facial tissues, in order to give the skin gentleness.

By providing lucrative product offerings such as limited-edition toilet paper ingrained with
scents of rare blossoms, stakeholders are driving demand for tissue paper based products.

Key Insights:

 The use of single-ply and two-ply tissue is greater than that of three-ply tissue paper in the global
tissue paper market. The use of these tissues, however, depends upon the application.
 Bath and toilet tissue paper have more market share, followed by facial and hygiene tissues.
 The market for recycled pulp tissue paper is more than virgin pulp, on a global basis, in order to
reduce waste.
 Due to a growing number of offices, hotels, hospitals and schools & colleges, commercial tissue
paper dominates the residential tissue paper market.
 Segmentation, Targeting, and Positioning (STP):

Segmentation: The segmentation of ‘Pristine’ is based on the following types of factors:

1)Demographic Factors: Age, Gender, Income, Family Status

➔ Even though everyone needs tissue papers of different kinds such as face tissues, napkins, toilet
rolls and kitchen towels, factors such as age, gender, income, ethnicity, family status still affect
the attitude of a consumer towards a product like tissue paper.
➔ Pristine should consider making different types of tissues depending on these factors such as
softer tissues for babies, fragrant tissues for women, premium tissues for the higher
 income group or people of status. They will be able to target different types of consumers in a
better manner by differentiating the product according to the demography of its consumers.

2)Geographic Factors: Climate, Region, Urban & Semi Urban, Population Density 

➔ These are important factors to take into account for Pristine, as the usage of their products
would vary with climatic conditions such as higher humidity and temperature of the region
would drive up the usage of such products more.
➔ Secondly, people living in metros would most likely form a bigger market for products
that are environmental-friendly due to the sense of awareness about environment while
people living in semi urban Tier 2 will be focused on the price and accessibility.
➔ Population density would also be a crucial factor, as marketers can select a location that would
be accessible to the maximum number of people possible.

3) Psychographic factors: Lifestyle, Social Status, Values, Attitude

➔ Segmenting the market into factors such as lifestyle, social values, activities, and attitude would
help us in understanding the pain points of the customer, how exactly would be helping them
and also how the customers would be perceiving our products as.
➔ By learning these segments of the psychographic factors we could help in the positioning of our
same product differently for different segments of the market.
➔ Attitudes affecting Urban and semi urban population:
Urban Tier 1 (Delhi, Bengaluru, Pune, Hyderabad, Mumbai, Kolkata): Environmental
consciousness, Busy lifestyle, Multi-Purpose usage affinity, attracts innovative products
Semi-Urban Tier 2 (Lucknow, Banda, Kanpur, Meerut, Warangal etc.): Price sensitive and
Accessibility

Targeting:
The target age group has to be consumers. Products such as face tissues, napkins, and kitchen
rolls are universally used by people of all age groups. These are people who take hygiene very
seriously and since this is a low involvement category of goods so it will be easier to make
people use the product the first time but they will have to be educated about the benefits that
‘Pristine’ has to offer and the ideal customer would be someone who is already
environmentally conscious of their buying habits and will want to reduce their carbon footprint
through their purchase power.

We will find a higher level of such people residing in the metros and mini-metros as more
number of people use paper products for their personal hygiene. According to that, Pristine
should enter both offline and online marketplace as this would give legitimacy to their products
and an entrance into the competitive market. The customer should also be someone who would
not want to compromise on the quality of their consumed products so Pristine would give them
the feeling of quality at a pocket-friendly price.

Positioning statement:
Acme Hygiene Products Limited (AHPL) is an innovative company with over 50 years of
technological expertise in fibers and innovative absorbency techniques with extensive focus on
R&D.
Presents itself based on the ideology of integrating an educational and entertaining
experience in the bathroom.

‘Where Pureness blends with Neatness’ – A product by

ACME
 The positioning statement is based on three factors:
1.A product by ACME: It super imposes the brand name of a brand trusted for 50 years that
will engage the audience on the points of trust and loyalty
2. Pureness: It projects an image of ethics that the company swears by which is environmental
consciousness and protecting mother nature without adding harmful elements in to the nature
and keeping the purity of nature intact.
3. Neatness: The word resonates with the essence of supremacy in hygiene and world class
manufacturing used for tissues.

Branding and Model

Decoding Branding Using Onion Model

● Core product – Functional Comfort with Hygiene

● Basic Product – Irritation free
● Expected Product- Eco-Friendly and durability
● Augmented Product – Scented and Soft (Using essential oil)
● Potential Product – Reusable, Sizeable Package, creative uses apart from body applications
 David Aaker’s Brand Identity Model

Combination of brand awareness, brand loyalty and brand associations.

Elements forming Brand Identity:

1. Brand as a Product: Product Scope, Quality, Value, Customer Association are all viewed through
the product.
For Acme, Pristine is that hygiene product that ensures the high performance of customer
care.
2. Brand as Organization: Showing Values and Culture of Organization.
Pristine reflects the organization by its clean packaging and its guaranteed to be 100% safe
as an organization and as a product.
3. Brand as Person: The tagline “Pureness blended with Neatness” radiates a personality that is
uninfluenced by others and is self- sufficient with an organized mindset. To customers it acts as
a professional helping hand, all the thinking has already been done and it is a ready to use
solution removing all the complexities in a neat way.
4. Brand as Symbol: transports emotions. imagery, metaphorical symbols and brand heritage;
provides structure, recognition and recall and values.
Pristine is represented by a water drop to portray how natural and clean it is. Integrated
with two delicate hands touching. showing care and symbolizing the softness of the
products and the brand. Also, referring to 2 different hands as a customer and the
company with a parallel connection.
 Sponsorship Plan

A sponsorship is an association of a company with certain events. It is very important to have a

well-planned sponsorship because it will help to raise the brand awareness. A sponsorship will
help to attract the prospective customers. Since AHPL is a well-established company, they
would sponsor both smaller and larger events based on the relevance and brand fit.

Some of the events that can be sponsored by Pristine can be as follows:

● The company can sponsor health and hygiene awareness programs in Educational Institutes,
Companies and Government Organizations. These are the some of the places where community
health is of utmost importance. It also includes all age group target customers.
Proposed action : Doing Nukkad natak with the help of students from college and a sample
distribution plan to bring awareness about hygiene

● Sports events must be sponsored. These events will draw a huge crowd, which will highlight the
need of tissue papers.
Proposed action : Sponsoring marathons and race for women. Telling them about the product
and creating awareness about the reusability of tissue and its impact on nature
● Can be one of the Sponsors in a reality television show, like a cooking show and web series. This
will be a great opportunity for the brand to target the customers who work in the kitchen with
reference to the kitchen towels and napkins.
● Based on the budget, the company may sponsor reality game shows like Bigg Boss. This will
give a huge exposure to the brand. All types of Pristine tissue papers can be highlighted in these
types of reality shows.
● A fashion show can also be sponsored where the event would support personal hygiene care.
● The company can sponsor charity events that work towards the awareness of environmental
protection, since the Pristine tissues are environmentally friendly.

● Infographics and awareness campaign in colleges explaining the impact of tissue on environment

Posters at corporates/hotels/Restaurants
● Collaboration with hotels/Restaurants: Create a portfolio before collaborating with such
esteemed businesses so that they have a certain idea of the quality of products your company is
selling. People visiting those places to spend some leisure time will come across your
company’s brand at some point.
Marketing Plan

Executive Summary:

The company wants to focus on the objective of implementing smart solutions which provide a
good financial performance in order to have a holistic approach to hygiene, with strong
emphasis on ‘complete hygiene systems’ rather than isolated & ‘off the shelf products’ by
launching a new brand “Pristine” .

Mission Statement:

The company wants to energize and refresh the washroom experience, to look for ways to
better the hygiene experience in homes, offices, shops, showrooms, kitchens and pantries, to
match global trends in hygiene solutions, to be known as an innovative company, and to do all
this while remaining committed to best prices and the environment.

Trackable Goals:
 Situation Analysis

Competitor Analysis

1. Kleenex

Strategy:

The main products under the Kleenex brand name are hand towels, dinner napkins, moist
wipes, face tissues, tampons, paper towels, skincare sanitizers, air fresheners and bathroom
tissue. Since products such as tissues create a lot of wastage, the brand has developed a
recyclable and eco-friendly product line.

The company strictly follows their motto ‘reduce today, respect tomorrow’. The brand
wanted the perception of the product to change from just another wiping tool to something
more meaningful and profound; like a gesture for care. This results in creating more and more
loyal customers. Kleenex has a Facebook page. It engages with its customers and provided
information about its existing and new products on the page. Kleenex uses its Twitter account
to provide daily doses of tips and facts about the common cold, flu. It promotes its new
products and responds to grievances of customers using the digital platforms. The brand
promotes itself using the tagline ‘dedicated to helping with a variety of life’s little messes
wherever they may happen’. Kleenex aims to position itself in the market as a wiping tool to a
statement of style. Its main target customers are women between the ages of 24-45. Women
with children are more preferred. It highlighted Kleenex as a gesture of care in its ‘Timely care’
campaign. The brands another campaign ‘caring is contagious’ aims to position the brand as not
just a necessity but a product one should be proud to own. This gives an insight in the
marketing mix of Kleenex.

2. P&G Charmin -
 Positioning statement: Provide your guests with a noticeably softer bathroom experience. With
40% thicker and 40% more absorbent rolls, Charmin is long-lasting and a better value for your
business.

Charmin Ultra is the most popular name-brand toilet paper, with more than 76 million
Americans choosing the brand for their bathroom needs. Charmin, a 92-year old company, was
bought by Procter & Gamble (P&G) in 1957, and they introduced the Mr. Whipple character,
and his “squeezable softness” campaign, in 1964. Mr. Whipple, a grumpy grocer, would stay a
part of Charmin’s branding efforts for more than 20 years, urgently telling shoppers, “Please
don’t squeeze the Charmin.”

With the introduction of their new better Charmin Ultra product, Charmin launched its
animated “Call of Nature” campaign in 2000, featuring a bear strangely fixated on toilet
paper. The bear family has grown to include cubs, and the bears are often used to launch new
products like Charmin Ultra Strong.

Although traditional advertising has been successful for Charmin, the brand has ventured into
digital and social media advertising, even being named one of the sassiest brands on Twitter for
their celebrity clapbacks and #tweetfromtheseat campaign.

Covid19 Impact

With the growing need of health and hygiene products, especially after the COVID19
pandemic, and people becoming more aware of sanitization, a steady growth of the hygiene
tissue industry is predicted over the next 5-10 years.

The Covid-19 pandemic is expected to have different impacts on AFH and household tissue
segments.

 On one hand, demand for tissues from AFH segment is anticipated to face major headwinds
mainly due to severe impact on demand from end users like hospitality, restaurants and offices.
 On the other hand, the consumer segment is projected to benefit on the account of greater tissue
consumption as a result of increased awareness on respiratory hygiene coupled with the spike
 in adoption of work from home by companies around the world. As a result, the market is
estimated to demonstrate robust growth over the years 2020-2024.
 With the increase in awareness about hygiene due to spread of virus, people have been washing
there hands frequently pertaining to various usage. Hence, the need of tissues will increase in
form of a complementary product.

Buyer Persona
SWOT Analysis

Since the landscape of tissue paper is moderately fragmented, it is easy to enter the market for
small- and medium-scale manufacturers.

Consumers are likely to base their purchasing decisions on the price of the commodity in the
highly competitive environment of the tissue paper industry. As such in order to increase the
appeal of tissue products and make them stand out in the crowded shop racks, stakeholders are
overcoming the price barrier of tissue-based products with creative packaging solutions.

Stakeholders partner with design laboratories to produce attention-grabbing concepts that give
customers a good incentive to choose their brand over product loyalty. In the creation of a
 successful sales plan, clarity of details to highlight product attributes and advantages in a
transparent and uniform manner also goes a long way.

Promotion and Distribution Strategy:

Promotion Strategy:

Integrated Marketing Communication will comprise of Inbound and Outbound Marketing.

1.Inbound Mark

eting Marketing
 Promotion:

Inbound Marketing

1.BLOGGING

Creating content for the audience that are avid readers of blogs and research about the poduct
will help them creating awareness about the reusability of the product

2.Social Media

 Campaigns involving breaking taboo about the hygiene will help in creating a community
of the consumers
 Collaborating various micro influencers that are from Tier 2 markets and featuring them
will help in gathering the attention of migrants in Tier 1 cities
 Using Free Customer Acquisition channels like Instagram and Youtube will help in
enhancing the brand engagement and traffic flow
Outbound Marketing
1.Advertising: Such advertisements in the newspaper will trigger the consumer to
check the advertisement.
Pristine can adopts the Ads statement, “If we all used Prsitine paper products for 4
weeks, we’d save over 2 million trees” to promote its product with the concept of “Eco-
friendly Product” and sustainability
In-Print Media

2.Events
Organizing marathons and events creating awareness
about hygiene and the impact of using reusable tissue for
reducing carbon foot print will help in engaging the
audience
Organizing Philathropic events for the rural population
to create awareness in hygiene.
3. Direct Sales
Placing the samples in the racks of the pharmacy in Tier-2 cities and incentivizing the
consumer by attracting them to be distributors.

PP
XVC PRISTINE | FOR EARTH