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Paper About New Product, Bounty Toilet Paper Essay, Research Paper

Executive Summary

Proctor & Gamble will introduce the new Bounty Toilet Paper during the first week of December 1999. This brand of toilet paper will take the already established idea used with Bounty Paper Towels, and modify to the toilet paper world. Bounty has always stressed the idea of taking the least amount of the product, but still getting the job done while at same time consisting of a strong durability. Never before has such attributes of durability and effectiveness been used in a toilet paper brand, therefore P&G hopes to establish Bounty Toilet Paper as a leader in the industry.

Proctor & Gamble understands the high competition that already exists in the toilet paper industry, but feel that new Bounty Toilet Paper will change how this industry is geared. In recent times, toilet paper producers have stressed comfort and style in the production of their products, but as the times have changed, the American public is now more interested in getting the job done in the shortest amount of time with the smallest amount of the product. P&G have produced Bounty Toilet Paper because of this change in the lifestyle of Americans. With this focus on effectiveness and durability, Bounty will go into the new Millennium leading the toilet paper world.

Company Background

Proctor and Gamble was founded in Cincinnati, OH, by William Proctor and James Gamble in 1837. Initially the company was started to compete with the 14 other soap and candle makers already established in Cincinnati, but around the end of the century, Proctor and Gamble dropped candle manufacturing altogether to focus on soap production. By 1890, Proctor and Gamble had increased their production to over 30 different types of soap.

During 1911, Proctor and Gamble introduced Crisco, the first all-vegetable shortening, beginning what would be the first in a long line of different unrelated products the company would develop in the future. Such products include Tide washing detergent, Crest toothpaste, Charmin toilet paper, Pampers baby diapers, Folgers coffee, Bounce fabric softener, Pert Plus shampoo, and Bounty paper towels, just to name a few. With these products, and the more than thousand others, Proctor and Gamble leads the world in sales in almost all categories of household products. Sales hit the one million mark by 1859, roughly 22 years after the company was formed. Today, the company has reached sales in excess of over 30 billion, with this figure continuing to grow each and every year.

Today, Proctor and Gamble is a truly global corporation. Since 1980, the company has quadrupled the number of consumers it can serve with its brands, which totals close to 5 billion people around the world. Proctor and Gamble now has operations in more than 70 countries and its products are sold in over 140 countries, making Proctor and Gamble one of the biggest and most successful consumer goods companies in the world.

Product Description and Key Benefits

Bounty Toilet Paper is the newest name in bathroom tissue. Made with the same quality as the original paper towels, Bounty Toilet Paper emphasizes practicality rather than prettiness. It is made with an unscented, three-ply, deeply corrugated tissue and does not depend on any flower or butterfly to attract potential consumers. This new design is made for people who are tired of constantly running out of toilet paper due to either poor quality tissue or small amount found on rolls.

Bounty Toilet Paper is made with a patented design from years of research. This product boasts the same maximum absorbency that is found in Bounty Paper Towels because of its unheard of three-ply thickness. Each ply is twice as thick as the standard bathroom tissue ply. Because Bounty paper is so thick, a special plastic dispenser that hangs from any standard toilet paper roll holder is needed. These refillable dispensers are free with an initial purchase of the product. Another feature is the deep, lateral grooves in the tissue that provide maximum cleaning with minimal wiping. Since Bounty Toilet Paper is made with such tough cleansing power, an aloe vera lotion has been added to the paper to prevent possible chaffing.

This revolutionary design in bathroom tissue is meant for anyone that stresses efficiency. It is perfect for outdoorsman, fast-paced careers, or anyone that needs the power of a lot of toilet paper, not a lot of toilet paper. Because of the already established name of Bounty in the paper towel world, the expectations of Bounty Toilet Paper will be high, with the product delivering satisfaction to all consumers. This is due in part to the success built into construction and usage of Bounty Paper Towels that will easily be catered into the toilet paper industry with our product.

Description of Target Market

The research team from Proctor & Gamble that were used to develop Bounty Toilet Paper referred to the Simmons Market Research on Products and Users to pinpoint the target market for this product. After reviewing the figures found in the report, it was discovered that the target market for potential buyers is women between the ages of 18 and 49. Although this will serve as the target market, Bounty will not be limited to this small segmentation of the general public. Instead, Bounty Toilet Paper will be marketed to these women heavily, but at the same time it will also be marketed to many other demographics in an effort to meet the needs of more potential consumers.

Our advertising strategy is to advertise using mediums that will reach our target market with the greatest reach, but more importantly with the highest frequency. According to Simmons Market Research, it will be to our advantage to use public television stations, along with cable television stations for advertising with our product

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