1. Week 1 Application 1
Proctor & Gamble’s Charmin Brand
Eric G. Hughett
Walden University
International Marketing
MMBA-6721-1
Dr. Richard Leiter
May 7, 2011

2. Week 1 Application 2
My product brand for review from Proctor & Gamble is Charmin toilet paper. Their brand has
been in the market since my early memories of childhood. They once had an iconic spokesperson that was
named Mr. Whipple and his main concern was not letting the customers squeeze their toilet paper. The
comparison between markets is between Canada and the United States. Both markets are similar however
their websites do show a distinction between countries. Charmin in America describes its product as
designed for consumers who prefer superior softness and absorbency for a comfortable experience. Rather
than saying how the product is used they carefully focus on features and benefits. In terms of promotion
in America the company is operating twenty toilet stalls in the middle of Times Square New York and
showcasing their brand. This form of engagement with the consumer in a high population areas helps
generate exposure for the product. In terms of pricing they are less focused on the website and rely on
national advertisements and retailers for this part of the mix.
Another channel of marketing which is used in Charmin United States is getting the consumer
involved with the product through the sit or squat program. This concept of the use of sanitation and
humor allows consumers to take a mobile photo of clean restrooms in public settings. The description
actually gives a positive or negative experience and provides the location of the restroom. While some
consumers may not actually purchase their product initially the branding can be associated with the
promotion. The focus within their American website is on features and benefits along with some
promotional concepts. Charmin is well established in America and is not showing references of
competitor’s brands.
From 2000 to 2009 Charmin has remained with at 39% market share over competitors (Ryan,
2010). With Charmin as the largest seller in the category their brand has remained popular since the
1920’s. In toilet paper the top level brands such as Charmin lead in category sales (Ryan, 2010). Some of
the household categories have had greater success with private label brands. The focus on the product and
features has helped this trend rather than other parts of the marketing mix such as price. While having a
lower price in some products may not be as important the consumer can easily distinguish this one.

3. Week 1 Application 3
In Canada Charmin’s website also addresses the product and its features. It describes the two
main products which are marketed. Also the product name is different in Canada using extra rather than
ultra which is used in America for the soft product. The use of extra in Canadian terms may be more
prevalent and easier to distinguish with some of their French speaking residents. The Canadian website
does make reference to their main competitor by saying Charmin compares to the kitten brand. While the
rich history is known in America Proctor& Gamble is using the comparison to help educate the
consumers of the Charmin brand. A marketer who is considering expansion of a brand would need to
know the importance of allowing the consumer to see where the particular product fits in the established
segments. A SWOT analysis could also help in researching established brands in a new sales territory and
comparing your product.
While the previous assessment of the American market showed that in toilet paper the major
brands are most likely to have higher sales Canada shows a different trend. Canadians today choose store
brands as a more important reason to buy than for value pricing (Progressive Grocer, 2010). Having a
well known brand is important however the relationship of the store brand somehow is important to
Canadians. Canadians perception is that store brands have good quality and many options (Progressive
Grocer, 2010). This may relate to purchases of toilet paper also. Canadian retailers attempt to fulfill the
needs of the customers with store brands (Progressive Grocer, 2010). Charmin needs to focus on
educating consumers that while store brands may provide additional alternatives quality is as important
for their product.
The leading competitor which is referenced in Charmin’s Canadian website is Royale toilet paper.
Their product and promotion show images of kittens to suggest softness. Their promotion suggests the
consumer to compare them to the competition and you will choose Royale. Providing the consumer with
an invitation to try the competition could actually result in lost sales if the product experience is not a
good one. Charmin does a good job in allowing the prospective customer to try their products in the

4. Week 1 Application 4
Times Square location. Both Canada and the United States are helpful in providing directions for the
existing and potential customers with directions and product information with their websites.
Charmin is marketed in both Canada and the United States as a premier product with a focus on
their history in the toilet paper industry. The product marketing in the United States shows a social
connection regarding the sit or squat program and allowing various cultures to sample the product in
Times Square. Times Square is an area which can allow various cultures to have exposure to Charmin.
Certain cultures may view the product choice of toilet paper differently than others. If Charmin is able to
provide an alternative view to cultures they may either capture the new business or promote a future
purchase. In Canada the Charmin website provides product information. Since the company is operating
with less history and product placement having offers and promotions would help the company in gaining
a greater brand. Their website which has an offers and events page when chosen from the drop down is
blank and says check back at a later time. Canadian consumers could view this as less than preferable in
connecting to the cultural and social elements of the country. The American Charmin website is inviting
with the offers and events by allowing discounts and even addressing the distribution mix through online
purchase via the website.
While we enjoy comparisons in shopping and eventual purchases with domestic products our
global economy is now allowing consumers to have greater access to information. In terms of global
marketing which can provide a more uniform product throughout markets consumers can now see how a
company may offer some benefits in one country and not others. Without consistency even in marketing
efforts a potential or new market could view an entrant as less than welcoming of their business. The
challenge would be for Charmin to identify what cultural and social avenues are important to their
Canadian market and design a plan which can best position them. Canada is unique with having a
language distinction between having French as the primary and English as the most spoken language.
There could be some cultural lessons from researching marketing trends in France and potentially
experimenting with them in Canada. The United States and Canada are similar yet unique markets.

5. Week 1 Application 5
References
http://charmin.com/en_cn/pages /home.shtml.
http://www.charmin.com/enUS/index.php
www.royale.ca/Home.aspx?LongType=1033
Progressive Grocer. (2010). Canada’s High on Store Brands. 1(2). Retrieved May 7, 2011 from Business
Source Premier Database
Ryan, F. (2010). Charmin reigns supreme but other brands gain ground. Caribbean Business, 38(6).
Retrieved May 7, 2011 from Business Source Premier Database.