Millard Brown Business Challenge: Prepare a growth plan for a household brand. Is there a growth opportunity? What is your activity plan for the brand? What is your communication plan? What is your media strategy both traditional and digital?

1. Cashmere
Team C :
Busola, Christina, Lara, Marija, Francisco, Seif and Shweta
Ready to wipe out the competition

2. Situation Analysis
● Why toilet paper?
●necessity for survival, always in demand, not affected by market and economy
fluctuations
● Cashmere, launched in Canada in 2004
● #1 toilet paper in Canada, committed to providing the finest quality tissue paper
● Currently being sold in Canada now expanding to USA
● Target Market
●USA
●Women
●Mothers (to make children grow with the brand)
●Health and comfort vs. price
●Medium - High income households

3. ●Private Label’s rise
●Direct and Indirect competition
● Approximately 116 million households
● Targeting 58 million female
consumers
● Market Size = $7 Billion
Current Market Analysis

4. Product
●High Quality
●Hypoallergenic
●Environmental
friendly
●Dermatologist
tested
●Value for Money
●CSR
CORE
PRODUCT
Toilet
paper
Cleanliness
Brand &
Logo
Packaging
ACTUAL PRODUCT
Hygiene
Feminine
Design
AUGMENTED PRODUCT
Luxury
Prestige
Environmentally
Friendly
Fashion
Campaigns

5. Brand Positioning
1st Year
Product
● Year 1 (Beginning): Brand Introduction - release Classic line (toilet paper &
wet wipes)
● Year 1 (October): Brand Awareness - launch Cashmere Breast Cancer line
● Later: gradually release Cashmere Ultra-3, Premium, UltraLuxe &
EnviroCare
● Year 3: Growth Opportunity – develop Cashmere-to-go
*Cashmere will be sold in 12 packs, 24 packs and 36 packs.
Place
● Distribute Classic & to-go lines in Mid-High cost grocery stores, pharmacies
& wholesale stores
● Place EnviroCare in organic (eco friendly) Points of Sale
● Distribute Premium & UltraLuxe in Exclusive grocery, pharmacies &
wholesale stores
● Distribute Cashmere Breast Cancer in all Points of Sale
Promotion
● Cashmere/ coupons - on site and newsletter (combine online & offline)
Price
● Similar to other toilet paper, e.g. Charmin because anything higher and we
will lose customers, while anything lower and we’ll reduce our margins {6
Rolls for $8, all of our Cashmere products will be around that price}

6. Jan’16
“New year’s”
Feb’16
“Valentine’s
day”
Mar’16
Spring cleaning
Apr’16
Hygiene
awareness
May’16
“Mother’s Day”
Jun’16
“Wedding
season”
Jul’16
“Summer”
Event #1 Cashmere ‘ultra
soft, luxurious’
launch party.
Launch of
cashmere into
the market in
US.
Love your loved
ones campaign,
buy one get one
half off or 2 for
1
How to make
new decor
workshops using
toilet paper rolls
Soft tushi, soft
tissue campaign:
Potty training day
for children and
mothers
Get crafty with
homemade
mothers day gifts
using Cashmere.
Wedding
campaign.
Competition to
make wedding
dresses out of
Cashmere
Travel with
cashmere
campaign- road
trip. Launch of
Cashmere mini
toilet paper rolls
Event #2 Have the
countdown on
the cashmere.
Also organize a
pre new year
cashmere party
have like red
colored
cashmere toilet
paper with
hearts printed
on them
specially for
valentine
Mother’s day
campaign. Focus
on the everyday
mom, the highs
and lows
Team bridesmaids
campaign to design
own dresses and
compete
Event #3 “Love at first
wipe”
Activity Matrix

7. Activity Matrix
Aug’16
“Summer”
Sep’16
“Back to
school”
Oct’16
“Breast Cancer
Awareness’
Nov’16
“Thanksgiving
(family theme)”
Dec’16
“Holidays”
Jan’17
“New Year, new
cashmere “
Feb’17
“Valentine’s day
Mercedes Benz
Fashion Week
(NY)”
Event #1 Travel with
cashmere
campaign - road
trip. Cashmere
mini toilet paper
rolls
Competition
opens to make
Cashmere
exhibition
(students from
art schools in
major cities)
Make bras out of
cashmere?
Hibernate get
cozy with
Cashmere
sweaters.
Start of
Cashmere’s
annual New Year’
s party
Love you loved
ones campaign,
buy one get one
half off or 2 for 1?
Event#2 Organize a Red
cashmere
carpet fashion
show,
Cashmere
exhibition in
squares in major
cities
Competition opens to
make Cashmere
collection for fashion
week (students from
fashion schools in
major cities
Festivities
decorations.
Christmas trees
and menorahs
decorations
Reveal of
cashmere
collection at
Mercedes Benz
fashion week
Event #3 Cashmere
decoration stores
that carry its
products with toilet
paper and breast
cancer inspired
decorations

8. Offline Communications Strategy
Increase the brand awareness
TV ads
● Commercials for monthly
campaigns
● “Luxury worlds”
● Breast cancer awareness and
mother’s day campaigns
Public relations program
● Organizing fashion & charity
events
● Organizing competitions for
design students
Guerrilla marketing & Sponsorships
● Various techniques of guerilla
marketing for geo localization
and connecting online and offline
● Sponsorships for events with
same values
● Pink decoration of stores during
the month of October
Print ads
● Fashionable
● Showing creative ideas for
using toilet paper
● Breast cancer awareness
campaign

9. Online Communications Strategy
● Introduce the idea of luxurious &
fashionable toilet paper to US market,
through blogs, vlogs & influencers
●
● Viral content on social networks to
engage consumers - Contests/
Competitions/ Challenges ‘’Turning
customers into brand ambassadors’’
●
● Building social community of people
who share same values : innovative,
environmentally friendly, fashionable,
caring about the good cause
●
● Display ads to increase brand
awareness

10. Key Sources
● Statista.com
● Euromonitor.com
● Cashmere’s website
● Kruger Products Website
● BCG Matrix
● Growth-Share Matrix

11. Ready to Wipe out the
competition