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Toilet Paper Product Starts with Big Splash, Then Takes a Wipeout

In: Business and Management

Submitted By Danech07
Words 1131
Pages 5
Esta es la historia de un producto lanzado en un mercado de prueba, con una fuerte campaña publicitaria y promocional. El artículo analiza las razones por las que el producto no tuvo los niveles de venta esperados.
1.- De acuerdo con la información que tenía la empresa Kimberly- Clark Corp (CK), existía una oportunidad de mercado cuando lanzó el producto “Cottonelle Fresh Rollwipes” en el mercado de prueba. ¿Qué opinas al respecto?

En el caso se comenta que Kimberly-Clark disponía de una investigación que mostraba que un 63% de los adultos tenían la costumbre de utilizar toallitas o papel higiénico humedecido, por la cual cosa entendemos que sí que existe una oportunidad de mercado.
El uso de este tipo de productos es diario y es un uso muy variado desde la higiene íntima, la eliminación de maquillaje en los ojos, hasta la limpieza de los escritorios de trabajo.

Incluso la propia Director de Marketing de Cottonelle comenta: “El mercado potencial es grande, necesitamos romperlo. Todo el mundo quiere ir limpio, por lo que realmente la rutina de secarse de usar los dos tipos de papel (seco y mojado) tiene sentido. Todo el mundo usa papel higiénico, pero por qué no querrían usar toallitas húmedas
Solo el 25% de los consumidores de Estados Unidos usa este producto. Esta profesional asegura que aunque hay más competidores en el mercado la gran oportunidad está en el espacio en blanco, la gente que no usa las toallitas húmedas. Otra de las ventajas de este producto es que se pueden desechar por el retrete, a diferencia de las toallitas infantiles.

Kimberly-Clark tiene que dar a conocer su producto y concienciar a los consumidores estadounidenses de la necesidad de usar toallitas húmedas para completar la limpieza de sus zonas íntimas tras usar el papel higiénico.

2.- Si efectivamente había una oportunidad de mercado, cuáles piensas que fueron los principales errores que cometió CK al lanzar la innovación?

Los principales errores fueron los siguientes:

1) En la comunicación, mediante el spot publicitario, se muestra un conjunto de gente chapoteando en el agua, ya que se quería mostrar una imagen de diversión. Pero dado que se trata de un producto nuevo hubiera sido necesario una comunicación mucha más informativa, mostrando al consumidor todos aquellos aspectos beneficiosos que puede tener el producto para ellos. Al igual que el spot publicitario, el anuncio impreso también fue equivocado al no explicar claramente el producto para que se originase demanda del mismo.

2) En la promoción del producto se optó por definir unas rutas por lugares públicos del Sureste de Estados Unidos y mediante una furgoneta equipada con un lavabo móvil se daría la opción de probar el producto a los consumidores. Entendemos que al ser un producto basado en la higiene íntima personal no era una opción más adecuada, entendiendo que hubiera sido más aconsejable dar muestras gratuitas del producto para que los clientes potenciales pudieran probar el producto en casa. En el caso se expone que no se fabricaban lotes en tamaños pequeños lo que no permitió dar estas muestras gratuitas.

3) En el diseño del producto, a diferencia de otra toallitas que iban en cajas, Cottonelle Fresh contaba con un dispensador de plástico reutilizable de color beige que se ajustaba al portarrollos estándar y contenía un rollo de papel higiénico seco y las toallitas húmedas. Esto obligaba a los consumidores a redecorar el baño, hubiera sido conveniente hacer un estudio de mercado de preferencias de los potenciales clientes en cuanto al diseño más adecuado.

4) En la distribución del producto, Kimberly-Clark se encontró que no podía suministrar el producto a las tiendas, por retrasos en la producción. Lo que provocó que los consumidores no encontraran el producto en el momento en que la campaña de comunicación era intensa, sólo se encontraba en los selectos mercados del sur. Y que posteriormente no recordaran el producto. Lo correcto hubiera sido primero asegurar la capacidad de producción y posteriormente lanzar la campaña de comunicación para tener el mayor impacto posible.

5) No se analizaron los posibles comportamientos de los competidores respecto a este nuevo producto. P&G actúo de manera rápida introduciendo un nuevo producto Charmin Fresh Mates, que era un sustitutivo directo y no cometió el error de anunciar el producto sin asegurarse de la capacidad de producirlo y distribuirlo a sus consumidores.

3.- ¿Qué cambios propondrías en cuanto a las diversas estrategias de las cuatro Ps (Producto, precio, promoción y distribución)?

Los cambios que propondríamos serían los siguientes:

Estrategias para el producto

1) incluir nuevos atributos al producto, por ejemplo, darle un nuevo diseño al dispensador (nuevo packaging), nuevos colores, de manera que puede tener una mayor aceptación por parte del consumidor, que quede integrado en el cuarto de baño.
2) ampliar la línea de producto, para el colectivo de niños y bebés.
3) incluir nuevos servicios al cliente, que les brinden al cliente un mayor disfrute del producto, por ejemplo, incluir la entrega a domicilio o la posibilidad de devolución si no queda satisfecho.
4) Innovar en la composición del producto, para diferenciarse de la competencia (por ejemplo, utilizar materiales que permitan tirar la toallita al váter).

Estrategias para el precio

1) lanzar al mercado el nuevo producto con un precio bajo (incluso una buena opción sería regalar el dispensador), para que, de ese modo, podamos lograr una rápida penetración, una rápida acogida, o podamos hacerlo rápidamente conocido. En cambio el coste de las Cottonelle Fresh era de 8,99$.
2) reducir los precios por debajo de los de la competencia (P&G), para que, de ese modo, podamos bloquearla y ganarle mercado.

Estrategias para la distribución

1) ofrecer el producto vía Internet.
2) hacer uso de intermediarios y, de ese modo, lograr una mayor cobertura del producto, o aumentar los puntos de ventas.
3) ubicar los productos en todos los puntos de ventas habidos y por haber (estrategia de distribución intensiva).

Estrategias para la promoción o comunicación

1) crear nuevas ofertas tales como el 2 x1, o la de poder adquirir un segundo producto a mitad de precio, por la compra del primero.
2) ofrecer cupones o vales de descuentos.
3) obsequiar regalos por la compra del producto, o por dar su valoración sobre el producto (porqué lo compra, cómo conoció el producto,…)
4) ofrecer descuentos por cantidad, o descuentos por temporadas.
5) crear sorteos o concursos entre los clientes.
6) poner anuncios en diarios, revistas o Internet informativos en la fase de introducción del producto y de recordatorio más adelante, dando a entender que las toallitas son necesarias para completar la limpieza de las zonas íntimas.

A continuación se pueden observar que ciertas de estas estrategias ya las ha llevado a cabo la empresa, tal y como se puede observar en su página web.…...

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