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Seventh Generation Toilet Paper

Consumer BehaviorMarch 6th, 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

Conclusion/Questions

+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

+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

+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

+Motivation

Decision Process

Motivation

Emotional, Cognitive, and Physiological Arousal

Maslow’s Hierarchy

+Motivation Ad

+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

+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

+Learning Ad

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

+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

COGNITONAFFECTIVE

CONATION

+Attitude Ad

+Conclusion

Large opportunity for growth in Canada

Positive environmental impact

Cost savings

+Questions?