Campaign Plan Proposal
PRS 441: Professor Bell
Lauren Foley
Charmin Toilet Paper
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 “sharmin”) (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.
8-pack
12-pack
24-pack
36-pack
72-pack
Price
Basic
$2.47
$6.75
$28.99
---
Ultra Soft
$5.97
$5.19
$6.97
$9.97
$33.51
Ultra Strong
$3.36
$5.00
$16.49
$9.97
$34.50
Ultra-Sensitive
$4.42
$6.97
$9.99
---
Baby Cubs
$5.36
$7.97
$14.98
$11.97
$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 kidfriendly 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
-
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
WEAKNESSES
-
OPPORTUNITIES
-
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”
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)
THREATS
-
-
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 freeyear 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 longlasting 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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