The current dilemma with the product is that it failed to perform in UK markets. There are many reasons involved for the product’s failure; these include product development, market penetration, value chain system and marketing mix strategies. We need to identify the correct product development strategy, relevant target market segment, targeting and position strategies, promotion channels and developing marketing mix to establish a value chain..
There is no major problem in market segmentation with dry/moist tissue however; market penetration strategy should be developed to create consumer awareness. Penetration is primarily based on industry dynamics in terms of competitors, suppliers and then consumer oriented matters such as social class, life style and behaviors (Kotler, Keller 13th ed). For dry/moist toilet tissues we need to use mass marketing through a capable promotion mix strategy. The idea behind using a saturated marketing mix strategy is to deliver the value that consumer seeks in purchasing, consumption and disposition (Kotler, Keller 13th ed).