Adding value…to the humble toilet roll
Thursday, September 02, 2010
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Here is a great article in the Telegraph which describes the business and strategy of the UK’s leading manufacturer of toilet rolls.
Lots of cracking business studies material in the feature which explains how SCA Paper is trying to use product innovation to address customer needs. Apparently mothers (the core customer) are particularly choosy about what they want from a toilet roll..
Students ought to be able to pick out some key business terms and concepts in the article, including:
- production capacity (the factory makes over 3.5 million rolls per day)
- economies of scale
- branding - own label versus branded
- adding value (e.g perfumed paper)
- market size
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