Critique on statement: ‘Customer in the disposable paper sector are still influenced by marketers’
The toiletry and disposable paper business sector was undergoing various challenges during the past five years because of a fast developing price competition and a high penetration of households. (Euromonitor International, The World for Disposable Paper products, 2005)
Segmentation as a response to deep market penetration
In response to a deep market penetration, manufacturers invested in product innovation through ‘research & development’ and added more value to their products. Marketers soon realised the rising level of hygiene consciousness among consumers and reacted by targeting this group with innovative and new products like antibacterial wipes or sanitary women’s protection. Manufacturers specified their product range and segmented the market to respond more individually on consumer demands. However, it is questionable if the more specified segmentation was a reaction of consumer needs or if marketers themselves created this demand. The crucial question that we have to ask ourselves is; do we really need toilet paper with ‘a touch of aloe Vera’ or panty liners which are designed in numerous shapes, colours and surfaces in order to fit a specific type of underwear? If we narrow it down and keep the use of these products in perspective, it seems ‘ridiculous’ that they even exists in these various forms and it is hardly to believe that people desired these products before they existed.
Rising level of price consciousness
In contrast it can be argued that, especially in the western world, people became more price conscious than ever before. Due to a relatively low economic performance of former strong economies, high unemployment rates and decreasing income levels, led to stronger price sensitivity among customers. Therefore, companies had to face challenges arising from intense competition by manufacturers and discounters. Nevertheless, marketers reacted to these changes in customer expectations and recognised the shift in consumer perceived value.
- Quote paper
- Miriam Mennen (Author), 2007, Critique on statement: Customer in the disposable paper sector are still influenced by marketers, Munich, GRIN Verlag, https://www.grin.com/document/145647