Scott Tissue: Why is it the Common Sense Choice Essay
Scott Tissue: Why is it the Common Sense Choice
Something makes us worship or adore certain products over their outstanding attributes that set them apart from their competitors. Because of these certain attributes, we always come back to patronize these products.
Among the many things I look up in a product is its quality. If a product satisfies my need in such a way that I can always depend on it, rest assured that I will always trust this product and include it in my regular shopping list.
I like Heinz for my ketchup; I go for Guess watches and Levis for my jeans. I tried other ketchup brands before but I was not as satisfied with the taste as I am with Heinz. I have a feeling the my fried chicken tastes better in Heinz. I have a few collections of watches in my closet but the ones I love most are the Guess watches I bought and I got from friends. As for my jeans, I have other brands as well but I have always been a loyal Levis person. Levis just fits me perfectly and I like their overall look on me.
This holds true for my favorite tissue paper. There
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Scott: The Common Sense Choice
Common sense is said to be paying attention to the obvious. You use your common sense on matters that requires common answers. Common sense is actually the exact opposite of fantasy.
Scott Tissue’s slogan of The Common Sense Choice is indeed catchy and winnable. This is a marketing strategy that’s direct to the point. It tells the consumer that if you choose Scott tissue, you’re actually using your common sense. That’s it, no sugar coated words, just plain and simple the common sense choice.
The Scott Paper Company was first established in 1879 by brothers E. Irvin and Clarence Scott in Philadelphia. Since then, it has evolved into a product households have come to trust. Scott has the many advantages among its competitors.
In 1902, the company bought WALDORF Trademark and made it into the company’s first branded product. Sane Towels were launched in 1907 to help ward off the spread of a mild outbreak of colds. Then in the 1930s, Scott was the first company to launch paper napkins. The following year, the company introduced the first paper towel for the kitchen.
The Scott website (http://www.scottbrand.com, ret. May 10, 2006) listed the year 1939 was a significant year for Scott since it was dubbed as the largest selling brand in the United States. Scott was also the first label to introduced tissues in pastel colors. I always thought white tissues are boring and plain. This is indeed a welcome development.
In 1958, the marketing people of Scott launched for the first time a television advertising entitled “America’s Best Seller – Soft & Strong. The power of the television medium paved the way for more consumers purchasing the product.
Practically, Scott is first in everything. The first to introduce jumbo pack napkins in 1964, the first to introduce 4-pack, 1,000-sheet in 1981, the first to introduce 6-Pack 1,000-sheet product, the first to introduce designer prints. In 1976, the company placed “Safe for Septic” in its wrapper graphics. In 1991, I was fascinated with the company’s Towels Mega Roll, the largest paper towel roll.
As mentioned in its website (http://www.scottbrand.com, ret. May 10, 2006), due mainly to the quality of the brand and the extensive research its marketing specialist have done over the years, Scott was awarded by the Good Housekeeping as the best buy in 2001. Surely that was what also made me loyal to the product specifically. It was also noted in the America’s Greatest Brands in 2003. Then the concept of Common Sense Choice was introduced in 2003 holding a contest for this. There was also the creation of the Common Sense Community Website and Common Sense Perception Quiz the following year.
Scott tissue sheets for me are far better than other brands. They last a whole lot longer which saves me money in the long run.
Among the many marketing strategies that are implemented by the company are the so-called 4Ps – Product, Pricing, Promotion and Placement. It is important that the product being marketed is of best quality. No amount of good advertisement can save a product of low quality. The price is of course important especially in today’s times. It is also important that the consumer will get a value for his money. It is likewise important that the product gets promoted by providing discounts for the consumers or gets the publicity it can possibly afford. This way, consumers will be able to understand the value the product is trying to project. The last P is placement or the manner in which the product gets to the consumers. Scott tissue is one product that’s not only found grocery stores within the United States. It can be purchased in grocery stores across the globe.
The many innovations the brand has conceptualized through the years have somehow affected my choice. The extensive research and the experienced teams of its marketing unit have made me stick to the brand in my years of using tissue. The same methods will enable me to continue to trust Scott and remain a loyal user of this tissue.
http://www.scottbrand.com (ret. May 10, 2006)