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Millennial consumers thrive on sustainability and eco-friendly labeling as well and this will increase sales in this segment (Furlow, Knott, 2009). P&G will need to be careful to not over-state the sustainability of eco-friendly nature of the brand or it could potentially lose credibility as well (Furlow, 2010). It will need to strive for honesty and truthfulness in this market position. In terms of distribution, P&G needs to get Facelle out of the stores where it is competing with generic brands and focus on higher value grocery chains and retailers.
Conclusion
Facelle needs to have a coordinated and significant change to its marketing mix to survive. Changing the packaging to concentrate on eco-friendly messaging, increasing the price to communicate a strong price/quality relationship, and redefining the distribution strategy is essential for the brand to grow. All of these factors need to be tied together with very transparent and real data as to the sustainability and eco-friendly aspects of the brand as well.
References
Gordon F. Brunner. (2001)....
The Tao of innovation. Research Technology Management, 44(1), 45-51.
Terry H. Deutscher. 2003. PROCTER & GAMBLE: FACELLE DIVISION FACIAL TISSUE. Richard Ivey School of Business Case Collection: 9A93A027: PROCTER & GAMBLE: FACELLE DIVISION FACIAL TISSUE February 17
Leila Hamzaoui Essoussi, & Jonathan D. Linton. (2010). New or recycled products: how much are consumers willing to pay? The Journal of Consumer Marketing, 27(5), 458-468.
Furlow, N., & Knott, C.. (2009). Who's Reading the Label? Millennials' Use of Environmental Product Labels. The Journal of Applied Business and Economics, 10(3), 1-12.
Furlow, N.. (2010). Greenwashing in the New Millennium. The Journal of Applied Business and Economics: Special Issue, 10(6), 22-25.
Jacobs, T., Ratliff, R., & Smith, B.. (2010). Understanding the relationship between price, revenue management controls and scheduled capacity - A price balance statistic for optimizing pricing strategies. Journal of Revenue and Pricing Management: Special Issue: AGIFORS 2009 Conference, 9(4), 356-373.
References
Gordon F. Brunner. (2001). The Tao of innovation. Research Technology Management, 44(1), 45-51.
Terry H. Deutscher. 2003. PROCTER & GAMBLE: FACELLE DIVISION FACIAL TISSUE. Richard Ivey School of Business Case Collection: 9A93A027: PROCTER & GAMBLE: FACELLE DIVISION FACIAL TISSUE February 17
Leila Hamzaoui Essoussi, & Jonathan D. Linton. (2010). New or recycled products: how much are consumers willing to pay? The Journal of Consumer Marketing, 27(5), 458-468.
Furlow, N., & Knott, C.. (2009). Who's Reading the Label? Millennials' Use of Environmental Product Labels. The Journal of Applied Business and Economics, 10(3), 1-12.
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