promotional attention. It lost most of its market share in 1991 and was down 5.8% at the beginning of 92. Other competing brands of tissue were Kimberly Clark with their Kleenex brand, which had a very good year in 1991. Scott tissue who at first fell a few shares due to loss of trade support, but relaunched their brand in September 1991, positioning it as a product with high content of recycle material, and supporting it with heavy advertising. Irving and all others had average an average year. Brand Image for Royale based upon it’s premium positioning, historically unique 3ply product design and its softness claim, and had built the leading brand image in the product category. Brand users gave Royale an overall score of 85 on a scale of 100, marginally superior to Kleenex. Even though Royal enjoyed a very favorable overall brand image, they were lacking on thing that would make their product do even better. Knowledge about the brand was not as high as they would have liked. Many people who used it didn’t even know that it was a 3ply tissue rather than a 2ply. This brand image did not translate to market share. Royale was used as a part-time brand that was bought on feature or specifically for cold care, but seldom for regular usage around the household. Also Royale’s price exceeded Kleenex’s by more than $.20 when Kleenex dropped to $0.79 after the introduction of Kleenex’s 150’s. Florelle a standard 2ply tissue brand offered specialty sizes (pocket packs, man-size, and cube format). P&G felt the need to upgrade the softness of Facelle tissue by adding eucalyptus fibre and sacrificing some tissue strength since Facelle was one of the strongest tissues on the market. The one problem with the upgrade was deciding whether to keep the product name of Facelle and just say it is better, or change it to Royal some how distinguishing the 3ply from the 2ply. They decided to introdu...
