Tissue paper, like many other FMCG products, is a saturated market. Brands are competing for market share while there is literal no market growth. Kleenex, Andrex and Scott are the first comers that developed the category. Yet over the years, their shares are eaten up by other cheaper alternative brands. Why ? First the category is generic in the sense that there is minimal product differences among different brands. Second, the more well-known brands did not invest much in marketing communications. Now it's all too late. Will consumers buy more of these three brands because it is a famous international company that produce them ? It gets consumers more confused in a way. What are the differences among the three brands ?
Tissue paper, like many other FMCG products, is a saturated market. Brands are competing for market share while there is literal no market growth. Kleenex, Andrex and Scott are the first comers that developed the category. Yet over the years, their shares are eaten up by other cheaper alternative brands. Why ? First the category is generic in the sense that there is minimal product differences among different brands. Second, the more well-known brands did not invest much in marketing communications. Now it's all too late. Will consumers buy more of these three brands because it is a famous international company that produce them ? It gets consumers more confused in a way. What are the differences among the three brands ?
Comments