the Peat Monster compass box

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producer
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the Peat Monster compass box

Message non lupar producer » 12 mars 2018, 12:17

Fuelled by the Scott/Kimberly-Clark merger, it looks as though the competition in the papaer goods market is about to heat up, as Janet kelly reports.

If you want to know who put the `ex' in Kleenex, ask the European courts. They have forced management at the helm of the Scott/Kimberly-Clark merger to divest themselves of the toilet tissue brand in favour of Andrex.

The new company, retaining the name Kimberly-Clark (KC), has agreed to sell off the UK tissue mill in Prudhoe alongside other manufacturing interests, fuelling speculation that a paper goods war is about to erupt.

As resources are put behind the Andrex brand -- puppy and all -- there is the question that KC could leave itself exposed in the toilet tissue and kicthen roll markets, inviting competitors to come in. Procter & Gamble is already understood to be planning a pan-European launch of its US market-leading brand Charmin. It would be pitched against Andrex as well as Jamont's Dixcel in a market which, unusually, has been in a position of price inflation thanks to pressure of pulp prices.See - My blog
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But the plot thickens with the emergence of Swedish paper giant Svenska Cellulosa Aktiebolaget (SCA) as the new guardians of Kleenex. Vice-chairman, Harry Tintner, is promising great things for the paper brands now under its control. "Kleenex is definitely not dead in the UK," he says. "We are pushing support at all levels."

KC agreed to give the Kleenex brand to SCA to comply with EU competition regulations and, as part of the asset swap deal, the Swedish company has a 10-year licence to use the name on toilet paper, kitchen towels and Scotties and Handy Andy facial tissues. "SCA is a dual strategist. We will follow a policy of supporting the brand equity we have acquired and also equally supporting the retailers," adds Tintner.

As part of the objective to quash any suggestion that Kleenex is on the road to a slow but certain death, Tintner has started a tour of trade senior executives. "We will show that we will be pushing the brand name and are also being proactive in terms of working with UK retailers," he explains. "We are also pledging to boost plant facilities to whatever levels are necessary to ensure that all demands are met. Kleenex is not going to die."

SCA is now actively consolidating and developing its industrial resources so it can respond to any new market areas in the UK, and also to show muscle to those in the industry who have dismissed the company as a real player in the emerging market. "Kleenex was -- and still is -- a fast growing brand. We will make sure this continues," says Tintner.

In general terms, increased prices helped to boost the market value of toilet tissue, kitchen towels and facial tissues by 15% to almost 900 million [pounds] last year. Own label, particularly in the luxury sector, continued to grow at the expense of the brands. Total own label products account for over 55% of the volume, up 5%.

The facial tissues market saw more buyers, according to Taylor Nelson AGB Superpanel for the 52 weeks to September 24 -- possibly linked to an increase in cold and `flu viruses and also to market innovation such as Kleenex Ultra with moisturising lotion. This has led to a 22% rise in value to 140 million [pounds] for facials, with a more modest 4% rise in actual packs purchased. Smaller (value) type packs and the pocket pack area also performed well.

The largest sector of the paper goods market -- ToiletsZones tissue -- has still some way to go in persuading consumers of product quality differences. Because of the price increases, the value grew by 13% to over 615 millio n[pounds], but volume remains static.

Tesco, with its own branded range, grabbed nearly 14% of share, while the soon-to-be-boosted Andrex brand has suffered losses over the last four years with another 3% cut from its market-leading share. The economy brand, Gulp, is said to be a main attraction in this area.

According to the Taylor Nelson research, innovation has, overall, been limited, and products such as moist toilet tissue have failed to claim a large number of buyers. But there is room for the kitchen towels market to grow, with penetration at about 80% of households last year. This sector is led by Tesco, which retains its number one position particularly well, with an increase in trade share of 23%.

In second position is Sainsbury, with Safeway, Asda, Kwik Save, Somerfield and the Co-Op own brands holding fourth, sixth, seventh, ninth and 10th positions respectively. This tells its own story as far as the success of grocery own label brands is concerned, not only in the kitchen towel sector -- which is particularly strong -- but in paper goods generally. Within retail, Tesco has the top position in all the paper markets, notwithstanding strong competition from the other multiples. Somerfield seems to be the only straggler in this area, failing to increase value despite the pulp price increases.

In a bid to add "some lateral thinking" to this area, Jamont has launched a different kind of kitchen towel which aims to offer "some distinct differentiation between the own label and value lines which dominate sales". Designed to help drive value growth, the KittenSoft Ultra-Wipe is cloth in one" according to Jamont's brand marketing manager, Steve Raher. The UltraWipe's benefits result from an `airlaid' manufacturing process which creates an extremely dense fibre mix. This, in turn, gives the paper strength as well as thickness and absorbency.

"This product is more than just a kitchen towel," says Raher. "Because of the unique manufacturing process, it can be used and re-used like normal household cleaning cloths, but then disposed of." Strong promotional support is being put behind the brand, with targeted sampling, an on-pack `feeler sample' and public relations. Launched last month in a single roll format with 60 cloths per roll, Ultra-Wipe has already attracted a lot of interest according to Jamont.

"We believe there is significant potential to develop the premium sector by giving consumers genuine innovation and real product benefits," adds Raher. Jamont's premium brand KittenSoft was relaunched this year, and is claimed to be a "totally new type of toilet tissue". It uses a micro-embossing process meaning every sheet is held together with hundreds of tiny "dimples". KittenSoft offers consumers the rather dubious pleasure of `Deep Down Dimple Softness'. It was introduced with advertising and promotions worth 3 million [pounds].

"The launch was aimed at presenting KittenSoft to existing brand loyal consumers, as well as new customers who would be exposed to it for the first time through new distribution," explains Raher. "Consumer trial and repeat purchase are good, and sales are growing each month. We are monitoring every aspect of performance and consumer reactions." The company -- part of the American James River Group -- sees itself growing its share of the tissue market through the development of the KittenSoft, Dixcel and Family Value brands in all paper sectors.

"Tissues are in the top 10 major grocery lines, making the market very valuable. We recognise that consumers want added value from brands -- from technological innovation to marketing support and careful price positioning," says Raher, adding that Jamont has invested heavily in brands and new product development supported by strong marketing programmes. "We have recently seen a lot of new value lines come along which have enticed consumers, polarising the market into economy versus premium. There is clearly a need to develop premium product innovations which also provide good value for money," he says.

Jamont has carved itself a niche as a branded supplier of decorated facial tissues. It started with the Beatrix Potter range and grew to include Thomas the Tank Engine, Disney merchandise and Mr Men products.

Steve Mulcahy, general sales manager for the A M Paper Group, which manufactures and sells the value brand Gulp, believes that investing in new technology has been a major key for developing the company over the last two to three years. "In such a competitive environment as the soft tissue market, it is imperative that we stay ahead by investing in new technology," he says.

A M Paper spent 3 million [pounds] on a converting line last year, and also upgraded its paper mill in Chesterfileld to guarantee the supply of raw materials for Naturalle bathroom tissue, which it claims is now moving strongly into the recycled market. "We aim to keep at the forefront of the soft tissue industry by making appropriate investments to increase share with new concepts -- whether they involve product innovation or new pack formats. This investment represented a need to upgrade the perception of toilet tissue in consumers' eyes," says Mulcahy.

He believes A M Paper has been instrumental in changing perceptions about paper goods. "We have been particularly successful in introducing multipacks. At one time the idea of selling eight kitchen towels in one pack would have been unheard of, but multipacks have been so successful they have helped to establish our brand. Development is about growing the category with new ideas, and not just producing me-too products," he adds.

Recycling has become a major issue with the relaunch of Nouvelle, which aims to meet requirements for softness and environmentally-friendly products.Read more (My Article)

The major USP claimed for the brand is that no trees are used in making the paper -- the raw materials are used computer sheets, commercial waste and other used paper that could end up on a less useful scrap heap. The waste is then made into paper at the company's own mill and converted at two other sites in the UK.

Fort Sterling has been awarded the Ecolabel by the European Union Commission in recognition of its practices. The environmental improvements to the latest product have come about thanks to a new formula for manufacturing the base sheet and altered processes for the final production of the end product.

"We know that people want a soft toilet tissue -- that is their primary concern," says marketing manager Amanda Gurney. "But they also have an interest in buying environmentally -- friendly products at the right price. So far, nobody has been able to produce the luxury and softness with forest-friendly paper, so we are delighted with the feedback we have had from our research -- customers can no longer tell the difference between our luxury paper and traditional luxury brands."

Fort Sterling hopes to see its 2% share of the market double within the next 12 months as a direct result of the relaunch of Nouvelle, and its support.

A `different' television campaign will break in the New Year, and the packaging has been redesigned accordingly. Throughout October, cash and carries carried a case deal of 12 for the price of 10 to introduce retailers to the proposition, and an "aggressive stance on pricing" has also been taken with a four pack at 20p less, on average, than leading luxury brands.

"We approach our marketing from a slightly different angle," says Gurney, adding that the combination of being a small player and the lack of an Andrex puppy puts the company at an immediate disadvantage. "Nouvelle has to be sold on its differences, so the campaign for next year will reflect that," she concludes.
Dernière édition par producer le 17 avr. 2018, 06:56, édité 1 fois.
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cyriltoulousain
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Re: the Peat Monster compass box

Message non lupar cyriltoulousain » 12 mars 2018, 12:33

Port Askaig = Caol Ila

Sinon, peux-tu te présenter dans la section idoine, s'il te plaît ?
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niko
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Re: the Peat Monster compass box

Message non lupar niko » 12 mars 2018, 13:27

La provenance n'est pas un secret, puisque sur simple demande, tu obtiendras un fichier qui la donne avec précision.
40% Laphroaig Refill Hogshead
13% Caol Ila Refill Hogshead
20% Ledaig Refill Hogshead (on a donc quitté Islay)
26% Ardmore Refill Hogshead
1% du mélange Clynelish Teaninich et Dailuaine que J. Glaser semble placer dans tous ses blends ^^

Moi, j'adore, lorsqu'on fait une veillée autour d'un feu de camp :)
Rhodanian connection.
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dede
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Re: the Peat Monster compass box

Message non lupar dede » 14 mars 2018, 09:19

Oui, c'est sympa. Ça se vend combien de nos jours ?
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Paulemile
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Re: the Peat Monster compass box

Message non lupar Paulemile » 14 mars 2018, 09:23

J'avais acheté le mien un peu plus de 50 balles chez un caviste parisien. Bon rapport Q/P, j'avais trouvé.
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dede
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Re: the Peat Monster compass box

Message non lupar dede » 14 mars 2018, 09:25

Oui, c'est raisonnable, mais je crois que je préférerais continuer à empiler les laga 16 fans cette gamme de prix. Ymmv comme disent les Ricains.
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El Phaco, Master Experimental Blender's First Assistant
"I can resist anything but temptation."
"I have the simplest of tastes. I am always satisfied with the best."
O. Wilde

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Paulemile
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Re: the Peat Monster compass box

Message non lupar Paulemile » 14 mars 2018, 09:29

Effectivement, Laga 16 c'est toujours au-dessus du Peat Monster.
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cyriltoulousain
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Re: the Peat Monster compass box

Message non lupar cyriltoulousain » 14 mars 2018, 09:50

Y'a pas photo.
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niko
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Re: the Peat Monster compass box

Message non lupar niko » 14 mars 2018, 11:36

Perso j'avais payé ma bouteille 37€ livrée chez D2 ... bon, je sais, ça n'est plus possible.
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