Case Study Of Twinsaver
1. Twinsaver in South Africa
1.1. Positioning
Twinsaver is the market leader in tissue and hygiene industry in South Africa. The value share of Twinsaver toilet paper increased gradually from 2010 to 2014 (27.7% to 31.3%), followed by Kimberly-Clark and Pick n Pay (Passport GMID, 2015a).
FIGURE 1. COMPANY SHARES OF RETAIL TISSUE OF SOUTH AFRICAN MARKET IN 2014 Adapted from “Retail Tissue in South Africa,” by Passport GMID, 2015a
1.2. Production process
Being the largest toilet paper brand in South Africa, Twinsaver has paid much attention to social responsibilities and sustainable development. In detail, they limit the amount of packaging waste and resources consumption in their production process. By doing that, 242,600 tones of used paper
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Twinsaver would also like to provide quality and scented tissues with various designs on the sheets to capture audience with unique identity and appeal. Given that Twinsaver has been successful in SA, its advantage in that area should allow the brand to look into avenues that can be utilised in the Australian market and if need be, adopt some of the changes that will best suit the Australian market and culture. Twinsaver’s aim is to provide quality yet affordable toilet paper in the market and if it can do that with its loyal customers and partner with some of the major supermarkets in Australia, the company should be able to penetrate this market for more years to …show more content…
Place
A recommendation to introduce Twinsaver’s toilet paper into the Australian market is to engage one of the fastest growing rivals in the Australian grocery shopping market such as Aldi. Aldi is seen as a new entrant with affordable products, it has given Coles and Woolworths a run for their money in the recent years due to its lowest price competiveness. It would be a best way to penetrate the product into the market with its low price advantage.
3.4. Promotion
There are three solutions recommended in this report to make it visible to consumers. Firstly, since it is a new product, setting up free sample giveaways in a shopping mall would be a good way to increase brand awareness. Secondly, Twinsaver should engage Aldi as a point of distribution when the company places toilet papers in its catalogue as well as its website for consumers to access. Finally, Twinsaver can conduct a 15-30 seconds advertisement on TV during a mid-peak period for a week or two just to penetrate the market even further by enhancing the brand name and where to get the
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