¶ … Andrex developed an effective positioning statement? Will it help Andrex face the future?
Andrex, as the case study shows, relies almost exclusively on advertising for its success. Its positioning reflects its qualities, but most importantly its positioning has made Andrex a beloved and familiar product in the minds of many. It is due to this positioning, that Andrex targets a premium market of older people (mainly housewives) who can afford the toilet paper.
When recession hits, however, toilet paper is one of the first items that suffer and consumers prefer the cheaper brand. Andrex too has fierce competition that includes brands such as Scotts and Kleenex.
Andrex paper is represented by the Labrador puppy that seems to be an endearing symbol to many. It not only shows consistency but also warmth, strength and endurance. The puppy has been inextricably linked with the toilet paper in the minds of many. Andrex advertising, accordingly, is not only noticed but 85% of those surveyed reported that they liked it. Andrex, therefore, has seemingly found an effective positioning statement.
The question is whether the Labrador puppy will retain its appeal in the future if challenges change and economic difficulties persist. Visual appeal of warmth and softness may...
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