Marketing Plan for Waterfall Moist Toilet Tissue
This marketing plan evaluates Sunbeam Toilet Tissue Company's entry into the moist tissue market with its proprietary Waterfall brand. The analysis includes a comprehensive industry assessment using SWOT and Porter's Five Forces frameworks, identifying key competitive advantages (proprietary disinfectant formula without alcohol, integrated deodorant feature) and market opportunities driven by aging demographics and increased public restroom usage. The plan targets families with young children, elderly consumers, and frequent travelers, positioning Waterfall as a premium yet affordable alternative to existing alcohol-based competitors like Cottonelle and imported brands.
- Executive Summary: Waterfall product differentiation and market entry strategy
- Industry Analysis and Competitive Positioning: Framework overview for competitive assessment
- SWOT Analysis: Internal strengths, weaknesses, external opportunities and threats
- Porter's Five Forces Assessment: Buyer power, supplier power, substitution threat, entry barriers, rivalry
- Product and Target Market: Waterfall brand features and initial market positioning
- Target Market Demographics and Trends: Income, living environment, age, psychology, public restroom usage trends
- Evolution of Toilet Tissue Technology: Historical development from ancient methods to modern roll format
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What makes this paper effective
- Applies rigorous business frameworks (SWOT and Porter's Five Forces) to a practical consumer product, demonstrating structured analytical thinking.
- Clearly identifies product differentiation—the proprietary non-alcohol disinfectant formula with deodorant properties—as the core competitive advantage.
- Acknowledges organizational weaknesses (lack of toilet tissue marketing experience) while strategically emphasizing external market opportunities, showing balanced assessment.
- Segments target market precisely (young families, elderly, public restroom users) rather than claiming universal appeal.
- Grounds market claims in referenced consumer behavior research, demonstrating evidence-based reasoning.
Key academic technique demonstrated
This paper exemplifies the application of established business strategy models to a real-world product launch scenario. The author uses Porter's framework and SWOT methodology not as abstract exercises but as diagnostic tools to understand competitive intensity and market positioning. The paper also demonstrates effective use of industry quotations and cited research to support both claims about consumer needs and market receptiveness, establishing credibility through external validation rather than assertion alone.
Structure breakdown
The plan follows a standard marketing analysis sequence: executive summary establishing product differentiation, industry-level competitive analysis using two complementary frameworks, and finally market-level segmentation. The progression moves from macro (industry forces) to micro (specific target demographics and consumer trends), allowing readers to understand both the landscape and the company's position within it. The inclusion of historical context on toilet paper evolution contextualizes why moist tissue represents innovation and market maturation.
Executive Summary
Moist toilet tissue has been marketed in the United States since 1988, when it was initially positioned as a product suitable for so-called "problem" conditions (Antonides and Van Raaij 1999). Since that time, a number of comparable products have entered the marketplace. Such problem conditions targeted by this product can range from mothers with young children who are being potty trained to the elderly who may suffer from various age-related conditions that involve incontinence, as well as to virtually anyone who is compelled to use a public restroom which may lack a supply of toilet tissue.
The new product developed by Sunbeam Toilet Tissue Company (hereinafter "Sunbeam" or alternatively, "the company") is also a moist toilet tissue, but with an important difference. While most moist toilet tissue brands use an alcohol and water mixture, the product developed by Sunbeam, named "Waterfall Moist Brand Toilet Tissue," uses an innovative proprietary process that does not rely on alcohol but rather uses an equally effective disinfectant ingredient that also provides a valuable deodorant quality. Taken together, the company believes that its product provides a superior alternative to existing brands on the market and will rapidly gain valuable market share among the targeted market segment, which is described in the sections that follow.
Industry Analysis and Competitive Positioning
According to Cravens (2000), the general purpose of strategic analysis is to help identify key issues that will allow an informed strategic approach. To achieve this goal, comprehensive industry assessment must examine the internal strengths and weaknesses of the company as well as the external opportunities and threats present in the market environment. This section applies two complementary analytical frameworks—SWOT analysis and Porter's Five Forces model—to evaluate Sunbeam's competitive position and the viability of the moist tissue market for the Waterfall product.
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