Конкурс для изобретательных студентов маркетинга и рекламы - Essity University Challenge
Disposable hanky and facials are an essential part in consumers life, with almost every household using them regularly, however it is a seasonal business, and products are mainly used during typical cold or allergy season (Oct-March and March – June). They are seen as versatile products and used for different purposes but the main usage occasions are blowing nose, cosmetic uses (drying face, removing make-up) or for‚ little mishaps. The category consists of different formats: Hankies (single packs of 9-10 tissues), mostly used‚ on the go and tissues (boxes with 60-120 tissues inside), mostly used at home.
The challenge of the developed category is: finding the sweet spot where consumer expectations and insights are meeting product performance and delivery and being a step closer to the consumer than the sea of other players. It is a highly penetrated category, so growth will mainly come from increased consumption.
Challenge question: What would encourage consumers to buy Essity brand more frequently and outside the season?
You can enter your team of 1-5 people and start working on your challenge solutions. This challenge is open only to students of partner universities (see list below). Team members must all be from the same University.