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Seventh Generation Toilet Paper

Seventh Generation Toilet Paper. Consumer Behavior March 6 th , 2014 Donald Tabor | Wade Bordian | Molly MacDonald| Keenen Moeria -Lima | AJ Doyle. Agenda. Introduction: Seventh Generation Unbleached Toilet Tissue Target Market/Market Overview Motivation Learning Attitudes

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Seventh Generation Toilet Paper

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  1. Seventh Generation Toilet Paper Consumer Behavior March 6th, 2014 Donald Tabor | Wade Bordian | Molly MacDonald| KeenenMoeria-Lima | AJ Doyle

  2. Agenda • Introduction: Seventh Generation Unbleached Toilet Tissue • Target Market/Market Overview • Motivation • Learning • Attitudes • Conclusion/Questions

  3. Seventh Generation Unbleached Toilet Tissue • Toilet tissue produced with unbleached paper fiber • Use a recipe of 80% post consumer paper materials and 20% recovered corrugated boxes • Tan colored toilet paper – being the #1 sticking point with consumers • Production costs are low  cheaper selling price

  4. Market Overview • Import 200,000 tons of toilet tissue per year • Consume 1,000,000 tones of toilet paper per year • 9 kg’s per person a year • Buying behaviour is changing among consumers • $$$ • Environment

  5. Target Market • 2 different target markets • Women ages 30-50 with families • Roles in household are shifting • Typically the ones making purchase decisions • Generation Y (Millenials) • 9.1 million people • Very environmentally conscious

  6. Motivation • DecisionProcess • Motivation • Emotional, Cognitive, and Physiological Arousal • Maslow’s Hierarchy

  7. Motivation Ad

  8. Learning • Types of Learning: • Classical Conditioning: two stimuli are repeatedly paired; a response that is at first brought out by the second stimulus is eventually brought out by the first stimulus alone • Stimulus Generalization: slightly different stimuli but same response • Stimulus Discrimination : A tendency that a consumer will respond differently to a stimulus that is different from the competition • Objective: To differentiate from the competition by creating a brand consumers separate from bleached toilet paper producers

  9. Learning continued… • Motivation: toilet paper is a necessity • Cues: creating a cleaner environment by supporting a brand that uses recycled materials • Response: understanding the benefits and purchasing Seventh Generation Toilet Paper • Reinforcement: positive experiences, effective advertising, ad and product placement, coupons

  10. LearningAd These ads will be advertised in public bathrooms, porta-potties. This draws attention to the idea of how Seventh Generation is recycled.

  11. Attitude • Attitude theory that’s appropriate to satisfy Seventh Generation’s Goal of penetrating the Canadian market: • Tri-Component Model • Cognitive component • Affective component • Conative component AFFECTIVE COGNITON CONATION

  12. Attitude Ad

  13. Conclusion • Large opportunity for growth in Canada • Positive environmental impact • Cost savings

  14. Questions?

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