Unit 3 Marketing Mix: Product and Place
Kathryn P. Becerra
Marketing Mix: Product and Place
Fundamentals of Marketing
Unit 3 Individual Project
25, October, 2008
Consumer loyalty is the action of returning customers or the behavior of repeat customers. Returning customers are happy customers, this helps the company to progress and grow. Word of mouth is a form of publicity for the company, by telling friends and family, it helps create reviews for a product guaranteeing it to other customers. Consumer loyalty can be acquired through special programs, rebates, coupons, free offers, warranties, and other rewards. The goal of these offers is to make a customer happy so in the future they will return. Also providing excellent customer service will make a returning customer.
My assignment is to choose a family member or friend that is loyal to a brand-name product. For my assignment I chose my father.
He has been a loyal customer to Scott Paper Products since he was a child. He grew up using this product and this is the product that he bought for me and my brothers as we grew. When he was a child his mother bought this product for him and his brothers and sisters. The product that they used was Scott bathroom tissue and paper napkins.
Scott Brand History
The Scott Brand Products is a company that has a long history. Its products have been around for one-hundred and twenty-nine years. This company is well known for its bathroom tissue, and paper towels. It was the first company to introduce tissue paper to be used specifically for the toilet, designer prints, one thousand sheet products, and jumbo napkin packs.
Starting in 1879 through the 1930's Scott Paper Company was founded by the brothers E. Irvin and Clarence Scott in Philadelphia. In 1902 Scott Paper Company purchased all rights to a company that made bathroom tissue. This company was called WALDORF.
Through the 1931 to 1956 The Scott Brand was the first company to introduce paper napkins. The consumer market was introduced to a whole new category which is known as the paper towel. In the United States, Scott became the largest selling brand. Scott was the first brand to offer pastel colors in tissue and Big Roll paper towels.
Through 1957 to 1964 Scott began TV advertising. Their first slogan was: "America's Best Seller - Soft & Strong." (Scott Products) Scott napkins were also offered in pastel colors, and made in jumbo packs. Paper towels were also made super absorbent.
Through 1966 to 1986 Scott offered designer prints for their towels. Scott tissue was made safe for the septic, this was added to their wrapper and also the 1,000 sheet product was offered in four and six packs.
In 1991 through 1995 Scott introduced its one thousand sheet products in twelve packs and also introduced the largest roll of paper towels known as Scott Towels Mega Roll. In 1995 Scott Tissue was renamed Scott 1000 Tissue and also the Kimberly-Clark acquired the Scott Paper Company.
In 1996 through 1999 Scott Tissue and Towels introduced print patterns, revolutionary colors, and was improved to be the softest.
In 2000 to currently Scott was recognized as one of Americas Greatest Brands, Scott Towels were rated a best buy, Scott introduced wider ridged towels, Scott launched a community website, Scott moist wipes were introduced and Scott introduced a new packaging for its entire brand.
Scott's products are also well known for its affordable prices. They offer a large quantity product at a low price. One gets a lot more for the low price they pay. For example compared to other bathroom tissue most companies only offer 200 sheets per roll, while Scott offers 1000 sheets per roll. One Scott roll is like five of the other company's rolls.
Product Brand Loyalty
My father was a loyal consumer to this product for the low price they offered for the quantity they sold. There was no other Brand for this product that offered 1000 sheets per roll. With this amount it was very convenient for a large family. The more in the family, the more paper that is used. When ones finances are little, they have to buy products that will last longer at a smaller price. This is the main reason my father was a loyal consumer to this brand product and this is also why I am also a loyal consumer to this brand product today.
Armstrong, G., Kotler, P. (2006). Marketing: an Introduction. Upper Saddle River, N.J.:
Scott Brand Products, Were a Billion Dollar Brand: A Long-Standing History of Common Sense
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