subject: Aarkstore Enterprise---viva Paper Towels Case Study [print this page] Introduction Introduction
VIVA sought to expand usage occasions for paper towels in 2007 by positioning the product as an 'active cleaner' that not only soaked up spills but could also be used wet and with cleaning agents to clean a wider range of surface areas. After several unsuccessful efforts to impart this repositioning, the brand adopted a persuasive communication strategy based on a 'seeing is believing' philosophy
Reasons to Purchase
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CATALYST
SUMMARY
Analysis
Branded paper towels have struggled to grow share amid value- and eco-consciousness
Environmentally-conscious consumers are seeking more sustainable alternatives to paper towels
Private labels are perceived by many as delivering a value proposition equally, if not more effectively than well known brands
VIVA repositioned itself by carving out new usage occasions
The brand introduced an 'active cleaning' proposition
Consumers research revealed it would be difficult to encourage behavioral change in paper towel adoption and usage
VIVA established credibility by offering an authentic product endorsement
VIVA adopted a performance-based advertising solution to change consumer preconceptions
The campaign acknowledged the strong influence of recommendations from 'real people'
Compare and contrast: Handee Ultra
Conclusion and implications
APPENDIX
Case Study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: Paper Towel market size and shares (AUD), in Australia, 2009
List of Figures
Figure 1: Australian consumers are making increasing efforts to reduce their household waste by recycling items such as glass, paper and plastics
Figure 2: A growing number of campaigns are encouraging consumers to replace paper towels with more sustainable options
Figure 3: A steady if not growing proportion of Australians are turning
