Charmin Toilet Paper

PRS 441:

Professor Bell

Lauren Foley

Executive Summary

Research has proven that children under the age of 8 use too much toilet paper each time

they use the bathroom. As a result, minor problems such as the household sewer fills faster and

clogged toilets occur along with more serious and world-wide problems such as landfills filling

up faster setting dirty emissions into the air. Changes need to be made and Charmin has been

brave to step up to the plate and create a difference.

Charmin has created a new product that will be known as Charmin for Baby Cubs to

educate children on the appropriate amount of toilet paper needed for each use. Numbers 1-5

will be printed on each sheet of toilet paper helping the child count out 5 sheets of toilet paper.

On the fifth sheet, a familiar bear from the famous Charmin Bear family will appear signaling to

the child that is the proper amount and to tear off the rolled paper. This process teaches children

the proper amount needed for each use therefore using a smaller amount of paper reducing toilet

paper in the landfill.

A survey was published to the public asking for their experience with toilet paper, their

preferences on qualities of the toilet paper, how much they are willing to spend on the paper as

well as various other needs they find important to have in a new Charmin product. This

information was carefully analyzed to help influence the creation of Baby Cubs. Outside

influences were taken into consideration and looked at in order to properly market and sell this

new product. By comparing it to leading competitors, Baby Cubs became a more stronger,

reliable, user-friendly product that is necessary for every child learning to toilet train.

This product is brand new and plans to adapt based on consumer reactions, likes, and

dislikes. Customer evaluation is very important to Charmin and their main goal is to serve their

customers the best products they can.

I. Situation Analysis

In this case, the situation of Charmin would be to inform and promote their products to their

customers in order to convince more people to purchase their products. Charmin is a top brand in

the toilet paper industry and hopes to create new ways to promote their products to a growing

audience as well as continue to sell the best quality possible for their trustworthy, normal

customers. In other words, Charmin hopes to attract new customers while still pleasing the

traditional customers who have chosen Charmin since the beginning. The purpose of this

campaign is informational with a twist of humor. Throughout most of its advertisements,

Charmin tries to mix humor and information together resulting in very creative TV ads and an

interactive webpage with the TV ad characters.

Customers, who have been with Charmin for some time, understand that there are many

types of toilet paper sold through the company including their two most popular types; Ultra Soft

and Ultra Strong. Customers are quick to identify a Charmin ad because they are unique,

humorous, and include characters that then can be identified on packaging and other types of

advertisements. Being so popular, Charmin customers also know that the product is more

expensive than other brands but to most, are still worth the purchase. Charmin’s consumers want

the same quality they have always received at around the same price they have always paid for.

Customers also still want the same customer service and products that have always been

available to them. Competitors to Charmin include Cottonelle, Scott, and Andrex. Each of these

companies offers some type of toilet paper that fits various consumers’ needs. Some are more

well-known than others and offer a variety of other products such as P&G while other

competitors offer a cheaper product such as Andrex.

II. Brand History

Created in 1928, Charmin Toilet Paper was created by the Hoberg Paper Company located in

Green Bay, Wisconsin. The paper was designed to resemble ‘feminine fashion’ during the time

which an employee described as “charming” resulting in the name Charmin (pronounced “shar-

min”) (Charmin). “The genius of the campaign was that by evincing softness and femininity, the

company could talk about toilet paper’s actual purpose” (Rodriguez McRobbie). Once Charmin

became more successful, the company introduced the 4-roll package in 1932 still including the

woman figure on the packages continuing to represent femininity and elegance. “In 1953,

Charmin further softened its image by placing a baby alongside the woman. In 1956, the

Charmin Lady was bounced altogether, leaving the baby to fend for itself as the brand icon”

(Engber). It was not until 1957 that “Procter & Gamble (P&G) acquired Charmin Paper

Company. The original Charmin family included paper towels, paper napkins, facial tissue, and

bath tissue. P&G eventually discontinued all products except bath tissue, which is continued to

distribute on a regional basis” (Charmin).

“Mr. ‘Don’t-Squeeze-the-Charmin’ Whipple, introduced in

1964, appeared in hundreds of Charmin ads and at his apex was

arguably the best-known brand pitch man in America” (Sauer). Mr.

Whipple was an affable grocer who instructed customers to not

“squeeze the Charmin” and with those few words became the third

best-known man in America besides former President Richard

Nixon and the Rev. Billy Graham (Rodriguez McRobbie). Years

later, the Charmin bear characters took over the product. According to Daniel Engber, the

Charmin bear characters were created by P&G to be part of the new look and promote the

products in the early 2000’s. The bears remind children that ‘less

is more’ and to whip after using the bathroom with an appropriate

amount of toilet paper on TV commercials, webpage ads, and

other various print advertisements. According to Charmin, the

Bear family consists of five members; Leonard and Molly have

three children, Bill, Amy, and Dylan.

III. Product

The product that I plan on introducing to Charmin is directed to kids and known as “Charmin

for Baby Cubs”. Each roll of toilet paper will be stamped with a number 1-5 to remind children

of the appropriate sheets of toilet paper for each wipe. Recent studies show that “64 percent of

parents of 3-8 year olds think their kids use too much toilet paper all or most of the time”

(Cottonelle). Children learning how to count will be able to see, recite, and read the numbers on

the squares while unrolling the toilet paper. Each roll will still be the great quality customers

have come to love and rely on with just a new print on each square. Along with the large, block

numbers on each square; the paper will also remain the traditional

quilted pattern with small ABC stacked blocks and bear heads

representing and looking like the family used to advertise the

products.

To begin, Charmin for Baby Cubs will be available in a

four-pack to introduce customers to the idea and begin selling the product. Each roll will be the

traditional size but in the future would be available in a jumbo size. Overtime, when sales begin

to increase and more customers are interested in the product; rolls will be packaged in six and

eight groups. Just like the product, packaging will stay very similar to resemble familiarity and

tradition. The three bear cubs (Bill, Amy, and Dylan) will be on the front of the package. Being

children themselves, the bears will be displayed as loving the product already. Bill will be

hugging a package of Charmin to remind customers how soft it is while Amy will be overlooking

Dylan count out five squares.

Each Charmin product has a distinct color that resembles itself. For example, Charmin

Basic is yellow, Charmin Ultra Soft is blue, Charmin Ultra Strong is red, and Charmin Sensitive

is green. Charmin for Baby Cubs will be purple. This is a color that has not yet been on the

market for Charmin and does not lean or favor either gender. The large Charmin bubble letters

will still be printed in white and behind the large purple strip will be green grass and blue sky

representing the setting for the bears.

For the advantage for future customers, Charmin for Baby Cubs will be conveniently

advertised to interest and attract new parents and grandmothers. According to the Survey

Monkey results, 98 percent of participants see Charmin advertisements on television. When

trying to grasp the attention of new parents or grandparents, Charmin will focus on airing these

ads during television shows that may attract this generation. That list consists of but is not

limited to various news stations, talk-shows such as Oprah, Ellen, or Dr. Phil as well as TV

stations such as TLC.

Charmin for Baby Cubs will also be available for purchase in convenient shopping areas for

the specific audiences. Just over 70 percent of the survey participants claim to shop for their

toilet paper at grocery stores such as Shaw’s or Stop N’ Shop. Landing in second place was large

department stores such as Walmart and Sam’s Club with 37 percent. That being said, most of

Charmin’s focus will be to deliver their new product to grocery stores for the convenience of

their customers and buyers. Less focus will be directed at department stores (although the

product will still be available here) and even less at CVS, Walgreens, or online.

According to the survey, most participants thought positively of the idea and imagined the

product to truly be successful. Many agreed that the thought, purpose, and reasoning were valid

and therefore a tangible item for buyers to use over and over again. Sixty percent of survey

participants were willing to spend up to a dollar more on kid-friendly toilet paper because they

believed in the idea so much. Having such a positive reaction to the product idea creates hope for

a very successful and competitive product.

IV. Price

Basic Ultra Soft Ultra Strong Ultra-Sensitive Baby Cubs8-pack $2.47 $5.97 $3.36 $4.42 $5.3612-pack $6.75 $5.19 $5.00 $6.97 $7.9724-pack $28.99 $6.97 $16.49 $9.99 $14.9836-pack -- $9.97 $9.97 -- $11.9772-pack -- $33.51 $34.50 -- $36.50

This table shows a variety of prices depending on the type of Charmin toilet paper and size

pack it is. On the far right are five prices Charmin for Baby Cubs will begin at depending on

their size. As time continues, customers may begin gravitating towards one pack versus another

and voice their opinions on the prices of each. When that happens, it is possible the prices will

increase or sales will take place.

In the survey, participants were first asked how much they would be willing to spend on an

8-roll set of toilet paper on a given day. Interestingly enough, an equal amount of about 25

percent of participants in each category chose under 5 dollars, between 5 and 6 dollars, and

between 6 and 7 dollars. This data was a starting point to truly understand where survey

participants stood in opinions of prices of toilet paper.

Based on what the product is, new parents and grandparents were going to be our main focus

when advertising the product at specific prices. Over 80 percent of females (which also include

mothers) do the majority of grocery shopping and errands in a single household. That statistic

found within the survey proves that mothers should be targeted much more often that fathers are

in order to be most effective. When asking the participants the best way to advertise the new kid-

friendly toilet paper to parents, 84 percent of participants agreed that TV commercials are most

effective and will reach the widest variety of parents. Studies also showed that 45% of survey

responders thought that magazine ads, especially parenting magazines, would be most effective.

Being a very unique and helpful lesson, the survey found that most participants were willing

to pay more for the product. Charmin for Baby Cubs visually explains to children the proper and

efficient amount of toilet paper for each use. Although the statistic was already mentioned once,

sixty percent of survey participants were willing to spend up to a dollar more of Baby Cubs. This

fact proves that customers are willing to spend more of their hard-earned money in order to

purchase a product they believe to be successful.

Location and specific areas Charmin for Baby Cubs will be sold was previously mentioned

but was found to be most effective and tangible at grocery stores followed by large department

stores. These buyers look for the familiar logos, colors and characters on the packaging when

trying to find their favorite size and brand of Charmin. When asked what influences them to

purchase Charmin, 41 of the 51 participants answered with ‘price’. Next, 26 of the 51

participants claimed it was for coupons and discounts and lastly 34 of the 51participants claimed

it was for the quality. That being said, each and every customer of Charmin can be sure that

Charmin for Baby Cubs will be created with the same great quality, packaged with the same

famous bears, and sold around the same price as its competitors.

V. Influences

For this new Charmin product, there will be multiple external influences that may impact the

Charmin for Baby Cubs Toilet Paper. These various influences are broken down into two

different categories: Environmental Concerns, and Social Trends. Other influences, such as

Technology & Innovation and Legal & Political Efforts are not as damaging to the successful

company.

Technology and Innovation

To my knowledge, there have been no major technology and innovation advances that greatly

affect the creation and expanding of the Charmin toilet paper company.

Legal and Political Efforts

As of now, there have been no legal & political problems, including lawsuits, found in my

research.

Environmental Concerns

The more toilet paper is used and thrown away, the more rolled paper piles up in the trash

and landfills leading to environmental concerns and problems. For many mothers who find their

children using too much toilet paper, this has become a growing concern as those children are

adding to the growing kilograms. “In 2005, according to the marketing analysis firm RISI, world

per-capita consumption of toilet paper was 3.8 kilograms… North American per-capita

consumption was highest at 23 kilograms; the lowest reported was Africa, at 0.4 kilograms”

(Robbins). Landfills have begun to rise and this soft rolled paper has begun to really raise

concern. “According to some green campaign researchers, our love for soft, fluffy, cloud-like

toilet paper is backfiring on us, causing more devastation on the environment than gas-guzzling

SUVs, energy-sucking mansions, and greasy fast food chains” (Adwell). The fact that toilet

paper has become so dangerous proves more environmentally friendly paper needs to be

introduced to the public before it is too late.

Social Trends

Social trends tend to change daily or even hourly depending on social media sites, what

famous people are photographed wearing, clever sayings, and so many more factors. Companies

must be quick to react to the public and various social trends in order to be successful and reach

out to their audience. Charmin has always been known for being a company with fun,

interacting, familiar characters, a clever tagline on their ads, and produce commercials any

viewer cannot help but chuckle at. Having a very creative team and being owned by P&G

resulted in the most buzzed-about brand of the Sochi Games as measured by YouTube views

(Horovitz). That being said, Charmin, just like any other company, cannot predict what is in the

future for social trends. They appear and companies must react to them to please their audience.

Over the years, Charmin has excelled with this task.

VI. Product Analysis

STRENTHS WEAKNESSES

- Created from a very well-known company that has had a lot of success

- Sold at a very reasonable price- New product for Charmin- Chance to help educate children how to

use less toilet paper to help the environment

- Stamping each sheet slows down manufacturing

- Manufacturing becomes more expensive

- Begin competing against successful kid-friendly toilet paper from other companies

- No profit on item (yet)OPPORTUNITIES THREATS

- Compete against other companies successfully

- Expand business and variety of customers

- Create new commercials and ads- Help more customers or struggling

individuals in need- Help children learn to “go green”

- Cottonelle Kids has been around for some time & has proven to be very successful

- Reaction of product from customers is unknown

- Another type of toilet paper thrown away in the landfills

This SWOT analysis is broken down into various categories to help understand the company,

downfalls, and where is best to market Charmin for Baby Cubs. To begin, there are many

strengths of this product beginning with the fact that a very famous and well-known company is

creating and selling this product. This already gives the company some authority and credibility

when customers see Charmin is behind Baby Cubs. Next, the new line or toilet paper is sold at a

very reasonable price and fits right into leading competitors. Although it might be a little higher

than other Charmin products, its purpose is also more than simply cleaning up after each use and

is educating children each time. This is a new product for Charmin and a chance for the company

to gather all of the knowledge they have to create a very competitive product on the shelves.

Lastly, this product educates children on the appropriate amount of toilet paper for each use thus

helping to save the environment.

Like any product, Charmin for Baby Cubs also has weaknesses. By stamping numbers on

each sheet, the process of manufacturing a roll slows down. As a result, it takes longer to

produce x amount of rolls therefore losing money due to the slowed-down process. Having a

brand new product is also a weakness of Charmin as they must work their way from the bottom

to compete against very successful companies with similar products. That being said, Charmin

also has yet to make an income on Baby Cubs making production even harder.

With the start of a new product, there are also many opportunities Charmin can grab a hold

of. Being very successful and having a good image gives the company a good chance at

competing successfully with competitors. With a new product, Charmin can also attract new

customers interested in their item therefore creating a bigger business. Charmin has the chance to

create new ads and commercials for the product to air to the public. Although it is smart to keep

the familiar Bear family, new story lines or skits can be created. Next, this is a great opportunity

to help struggling moms in need and invite them on- board to explain to them how easy training

their child can be. Lastly, this product has the chance to help children understand the importance

of going green by using the proper amount of toilet paper each use. Charmin understands these

children are the next generation and in order to go green, they need to be taught correctly.

Lastly, one major threat to this new product is Cottonelle Kids. This product has a similar

purpose but uses their iconic yellow lab puppy as a stop sign and puppy prints to lead the way.

That being said, Baby Cubs brings learning to the next level introducing numbers for children to

count as they rip off the proper amount. This is also a brand-new product for Charmin therefore

the reaction of customers is still unknown. The chance of customers reacting negatively to this

product is just as likely as customers reacting positively to the product however that is still

unknown until customers begin using the toilet paper. Lastly, as sad as it is, a threat to this

product is knowing customers see this toilet paper as just another type of paper being thrown

away into the landfill adding to the growing piles. Overtime, hopefully customers will see less of

this paper being thrown into the landfills hoping to diminish the trash levels.

VII. Consumer Evaluation

Overall, the results from the survey were interesting; some results predictable while other

results were very surprising. In the first question, participants had to choose how much they

would pay for an 8-pack of toilet paper and three different choices tied for first place. Under $5,

between $5-$6, and between $6-$7 each had 13 participants choose the three choices equaling

out to be a little over 25 percent each. This was one of the questions that surprised me as

customer evaluations were very sporadic creating a wide variety of results.

Question two asked the participant where they normally shop for toilet paper with over 70

percent of participants choosing grocery stores and almost 40 percent of participants choosing

Walmart. This result was surprising as well because I always imagined Walmart to sell and

supply more toilet paper then grocery stores.

Next, the third question asked where participants saw Charmin ads the most and an

unsurprising 98 percent of participants chose television. The survey allowed each person to

choose more than one answer so magazines, newspapers, and other printed ads as well as online

each had 31 percent and 25 percent respectively. This was very unsurprising for Charmin

focuses on TV commercials for various television shows.

Because so many ads are on TV, question four was also not very surprising. Participants

were asked what the best way to advertise a new product designed for kids to parents was. Over

84 percent of participants answered with TV commercials being their number one choice of

advertisement.

The next question asked the participant a personal question; what influences them to

purchase Charmin? When creating the question, I could not predict the results for the question.

Over 80 percent of participants said it was for price, just over 50 percent said it was for the

coupons and discounts Charmin offers, and lastly 66 percent of the participants agreed quality

was the reason to purchase Charmin. As mentioned, I did not know what to expect as results for

this question and participants chose a wide variety of answers.

Question six asked the participants how much more money they would be willing to pay for a

kid-friendly training toilet paper. Although there was no, “not willing to pay more” option, 60

percent of the survey takers chose up to 1 dollar more. That gave me hope the survey audience

did agree this could be a great product for they were willing to put more of their money into

purchasing the product but I still wasn’t convinced. From this, I asked them the seventh question

which asked “do you see this product succeed or not?” and over 84 percent of the people who

took this survey said yes. This result was very positive and made me feel more comfortable

about marketing and selling Charmin for Baby Cubs.

For question eight and nine, I wanted to get to know the person taking the survey a little

more. I thought this could help analyze the results and help me understand them even more. In

question eight, I asked the participant who does the majority of the grocery shopping in their

house and over 80 percent answered with female representing mothers or wives. For the last

question, I asked the survey participant their age. I thought this could be very helpful to again

analyze results and begin to understand them at a deeper level. The result to this question also

surprised me with over 76 percent of the people taking the survey being between the ages of 20

and 30 years old.

Throughout my survey, I found some very solid strengths found within the questions as well

as some weaknesses or mistakes I made that I would know better for next time. When I printed

out my results, I had 51 individuals’ results to analyze. Only needing 20, I exceeded the

requirement. I think by having a unique topic and a wide variety of friends on Facebook to send

the link to, the survey was a success. Another strength of my survey was the wide variety of

questions I asked the participants. I created each one to fit with a part of the campaign booklet

requirements so I knew exactly where to use the results in the paper. I felt as though a weakness

to this survey was my audience itself. I had put the link on Facebook but a lot of friends my age

saw the survey and took it to help out. Although that is great and I thanked them, I would have

appreciated more mothers to have helped out and given their feedback. For next time, that is a

big opportunity I could try to succeed with. I can find better ways to market and advertise my

survey to a different group. That being said, having so many results gave me the opportunity to

analyze more results that ultimately helped me add credibility to my paper. Lastly, I did not find

many threats in my survey. Charmin created a unique topic and I did not find any surveys like it

for threats or competition.

Overall, the feedback I received from the survey participants was very positive and helpful.

Like I mentioned earlier, over 84 percent of people who took part in the survey agreed that this

product would be successful and helpful for children learning the appropriate amount of toilet

paper. Cottonelle has an item very similar to Baby Cubs that has been very successful. New

parents have adopted to the new toilet paper rolls simply because “the only difference is in the

print design” (Cottonelle). When asked if the toilet paper is suitable for toilet training, Cottonelle

answered by saying “yes, Kleenex Cottonelle Toilet Tissue is very soft to use and the puppy

pictures can help make toilet training fun. Every child who cannot count can learn to tear off at

the picture of the puppy.”

VIII. Marketing Goals & Objectives

Currently, the United States spends more than $6 billion a year on toilet tissue- more than

any other nation in the world. Americans, on average, use 57 squares a day and 50 lbs. a year

(Rodriguez McRobbie). Changes need to be made so why not encourage children to make the

first step by creating such a fun, educational roll of toilet paper. By marketing this product to

new moms and grandparents, this product could ease the stress in toilet training and give them an

advantage when helping their child. Which parents would not like their life to be a little easier

with children learning how to be toilet trained?

As far as a budget for this new product and campaign, Charmin hopes to create a successful

product by using about 1 million dollars to start up and successfully run the campaign. Forty

percent of the million dollars will go towards the media, another 40 percent will go towards the

promotion and advertisement field, and the last 20 percent will be saved for Public Relations.

This equation will be most beneficial to the public and create the most sales of the product.

The Media Plan for this campaign will mainly be TV advertisements. Using the same family

of bears, new skits will be created to incorporate Charmin for Baby Cubs. This is the fastest and

most effective way when trying to reach our audiences for 98 percent of the suvey takers see

Charmin ads on TV. From here, a new clever line will be created that Charmin hopes to use as a

hashtag on social media to spread the word even farther.

The next 40 percent of the budget will be used for promotion and advertisements. This will

help create the new TV ads and skits that will be seen on television and thus creating the new

hashtag to spread over to social media. We hope to include Ellen and other daytime talk show

hosts to invite a group of new mothers to their studio and give away new rolls of the Charmin for

Baby Cubs so viewers at home can learn about the product more and see it again. Next, Charmin

will host contests on its website giving the million dollar person who buys the toilet paper a free-

year supply of the toilet paper. By paying attention to the reaction of the customers, Charmin can

create and promote the new product in different ways.

Lastly, the Public Relations part of this campaign will receive 20 percent of the campaign’s

budget. Press releases will be sent out to the pubic informing future buyers of the product. A

group of FAQ’s will be available on the website for parents with concerns or worries and the

24/7 customer service line will stay open with any questions for the company. Social media will

take up a decent percentage of this part by using clever hashtags and being interactive with the

customers who are informed about the product. For this campaign , both traditional media such

as press releases, TV ads, and the same old packaging will be included as well as new social

media hashtags, interactive tweets, and Facebook contests will all be included.

Summing everything together, Charmin is offering new mothers and grandparents as well as

babysitters and pre-schools a product that could help toilet training become a more stress-free,

easier, and cleaner process. Charmin for Baby Cubs is designed for these children just learning

the proper amount of toilet paper and the importance of using only the specified amount.

Landfills have begun to raise at a more rapid pace and research shows that toilet paper is not

helping and instead become a very dangerous product being thrown away. In order to stop this

awful cycle from continuing and growing, a change needs to be put into action. Charmin is

taking a brave footstep forward and asking young children to be the change for the future.

Charmin’s goal is to teach children at a young age the proper amount of toilet paper needed for

each use in order to let them grow up with this knowledge. From here, these children can teach

their children and so forth ultimately reducing the amount of toilet paper found in landfills

during each dump.

In order to create this product, a survey was conducted to help us understand the pros and

cons of the product. A variety of ordinary people were asked a series of nine questions and their

reactions and answers were documented. With well over the required amount of individuals, very

specific and helpful results were documented helping the creation of the product. Some results

were predictable while others were very surprising yet helpful. Participants were asked about

pricing, advertisements, personal preferences, and where they purchased their toilet paper. Every

response was carefully analyzed and used to help the research of the campaign.

Outside influences were also taken into account and looked at throughout the process of

creating Charmin for Baby Cubs. Competitors were identified and strengths of Charmin’s new

product were created to outlast their strengths creating a more durable, trustworthy, and long-

lasting product. Most importantly, environmental concerns are being looked at. The long term

goal of this product will be to help reduce trash (especially toilet paper) in the landfills over the

years. By having the newest generation of users begin this task, they can carry this education

through their lives and teach generations behind them.

This product can help any individual trying to toilet train a child in a positive and helpful

way. Although the product is new, Charmin has had years of experience and knowledge about

creating great quality toilet paper and this product shall be no different. Charmin for Baby Cubs

is a necessity for every child being toilet trained to help create a more positive, easier, cleaner,

and greener experience each and every time.

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