Brand strategic management case study analysis

¶ … 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 well be dominated by more pragmatic requirements of a cheaper brand. On the other hand, it may well be that the market that buys the brand -- wealthier people -- may remain unscathed.

There is another element: people who buy the brand are older individuals. They may be sentimentally linked to the puppy therefore to Andrex. Used to buying the brand, they may be disinclined to buy another largely due to habit and to emotional attachment to connotations of the brand. As the case study noted, the company must continuously work on recruiting non-users to Andrex. These may have no especial affiliations to the brand and, therefore, puppy or no puppy; non-users may prefer a cheaper brand to that of Andrex. The brand, therefore, may lose its popularity, not so much because of changing times but, rather, due to the fact that a population that was sentimentally attached to a specific icon has died and is replaced by another who perceives it with no particular attachment. It is in the same manner that many people are attached to Coca-Cola rather than to other drinks that are similar to this brand. Coco-cola, the king of soft drinks synonymous with America itself, has become inherently fused with certain meaning that goes beyond the brand and wins an eternally loyal market. They go, not so much for the drink, but for what the drink represents. Products such as Marlboro and Coca-Cola have achieved enduring connotations that transcend their brand. Andrex has, apparently, achieved a memorable brand too. Whether or not Andrex's brand transcends generations is something that needs to be tested.

To test whether or not this is the case, Andrex can conduct various studies. If such is not the case, they may need to perform some behavioral 'shtick' where the product will become positively associated in non-users mind with certain sought-for qualities. Andrex, in other words, may maintain their puppy and their positioning, but they may have to work on finding relevant positive associations for a new generation so that this new generation -- these new users -- become emotionally attached to the product too.

The fact that emotion plays a great part in advertising is attested to by Robinette et al. (2000) in his Emotion Marketing: The Hallmark Way of Winning Customers for Life (McGraw-Hill: USA). Advertising has long known that tapping into an audience's emotions works. Andrex needs to assure itself that its brand retains its emotional appeal and is inter-generationally current.

4. Imagine being Andrex's competitor. What steps will you take to position yourself as the most preferred brand in the market?

I would firstly conduct research investigating the factors that draw people to buy toilet paper nowadays. I would rank these factors in order of importance. I would then design an adverting platform that reflects these factors. I would also differentiate my product form that of Andrex. I would not downplay their strengths, but I would rather amplify my differentiations. This may include the cheapness of the product or the fact how my product is environmentally more friendly -- in an understandable way.