The Marketing Mix

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Patricia Ward The Marketing Mix (Charmin Toilet Tissue) BUS 235: Marketing Instructor: Tracy Thompson October 31, 2010 The Marketing Mix (Charmin Toilet Tissue) Marketing mix is the combination of elements that you will use to market your product. There are four elements: Product, Place, Price, and Promotion. They are called the four Ps of the marketing mix. The product that I would like to discuss is Charmin Toilet Tissue. I will describe how each variable of the marketing mix (product, price, place and promotion) is being executed. First, I would like to give you some background information about the product Charmin Toilet Tissue. In 1928, Charmin was manufactured by the Hoberg Paper Company in Green Bay, Wisconsin. During the production process, an employee described the design as “charming”, and this is when the Charmin brand was born. Its name logo was then registered by Hoberg Paper Company. The first Charmin toilet tissue product was designed to look like “feminine fashions of the day.” In 1957, the Charmin Paper Company was purchased by Procter & Gamble. At the beginning of the take over of Charmin, the family included over paper products namely paper towels, paper napkins, facial tissue, and bath tissue. Eventually, Proctor & Gamble decided to terminate the distribution of all products except the bath tissue. They continued to market the bath tissue on a regional basis (Charmin.com 2009). Over the next several decades, the Charmin Paper Company has enhanced and developed various types of tissue products. In 1973, Proctor & Gamble patented a new technique which made a softer Charmin tissue. There was even a consumer test that the new product was preferred more than 3-to-1 over the leading competitors. Charmin also became the first one-ply bath tissue to add perfume during the same year. During 1986, in response to
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