Proctor & Gamble understands the high competition that already exists in the toilet paper industry, but feel that new Bounty Toilet Paper will change how this industry is geared. In recent times, toilet paper producers have stressed comfort and style in the production of their products, but as the times have changed, the American public is now more interested in getting the job done in the shortest amount of time with the smallest amount of the product. P&G have produced Bounty Toilet Paper because of this change in the lifestyle of Americans. With this focus on effectiveness and durability, Bounty will go into the new Millennium l

Other larger competitors that will be facing the introduction of new Bounty Toilet Paper include Cottonelle, Northern Tissue, and Scott Tissue. All of these brands have been stressing the attribute of style over any other feature, just as Charmin. During the late 1980's and early 1990's this was the more predominant feature the American public was looking for, but now with the fast paced way of living, this feature seems less and less important to the consumer. With that being known, Proctor & Gamble want to feature a toilet paper that is in tune with this fast paced lifestyle, therefore introducing the new Bounty Toilet Paper that requires less paper to do the job because of its new three ply thickness. P&G feels that the competition will raise no threat due to the lack of any other brand using the three ply method, but at the same time, P&G is considering the possibility of new brands hitting the market with this three ply attribute. By the time these new products hit the shelves, P&G feels that Bounty Toilet Paper will be established as the top selling and most preferred toilet paper in America.

Consumers will experience a low level of involvement in their decision to purchase Bounty Toilet Paper. We know as marketers that the price of a product relative to quality is extremely important in retaining customers and hopefully getting referred for such a high quality product. We know the price of an item has a direct correlation with the level of involvement or 'importance' that a consumer will experience upon their decision to buy. We plan to offer hefty three ply toilet paper equal to two ply for the price of $0.99. The packaging of two rolls instead of four will be in order to gather consumers in a hurry and ones that want a quality product relative to their finances. This is extremely important for college students or newlyweds with tight budgets, both of which fall into our target market. Because of the low level of involvement and interest in our attempt to 'break through the clutter' is the packaging of two rolls. This type of packaging will hopefully come off to the consumer as different from the rest and better suited to their needs. In this day and age people do not have the time to spend comparing different products, leading to consumers usually grabbing the first item that catches their attention. Our product will be accepted by various groups of consumers ranging from college kids, impulse buyers, impatient customers, and hopefully even families. Once our initial entrance into the toilet paper industry breaks through, we plan to offer larger quantities geared more toward families, but this will happen once word of mouth and trial show that we offer a high quality product at a low price.

The Advertising program that Proctor & Gamble will implement for Bounty Toilet Paper will be extensive, covering many different mediums, as noted earlier. Television, magazines, newspapers, and radio will all be used in conjunction to gain the highest reach and greatest frequency of potential consumers. P&G will broadcast commercials on various network stations, such as NBC, ABC, CBS, and Fox, during early morning to mid-afternoon programming. This time period was discovered to be the best highest television viewing time from our target audience. The cable stations of Lifetime, The Discovery Channel, ESPN, CNN, and USA will also be used to broadcast our commercials. Programs that were determined as the best possible means to reach our target audience include soap operas, news programs, game shows, cartoon programs, sporting events, and fitness programs. Magazines will also play a key role in reaching all of our distinguished target audience. Different magazine ads will be placed in a wide variety of magazines that will include Better Homes and Gardens, Family Circle, Reader's Digest, Seventeen, Men's Health, GQ, Outdoor Life, and Field and Stream. With this wide variation of magazines, P&G hopes to re

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Approximate Word count = 4655
Approximate Pages = 19 (250 words per page double spaced)