The difference between rolls can be several meters

Toilet papers constitute the second biggest chemical product category. Market leading brand Zewa keeps educating consumers so that they can find products with the best price-value ratio. Simply looking at the price per package may mislead consumers, even if the package contains the same number of rolls. According to Réka Nagy, marketing manager with SCA Hygiene Products Kft. a product with a higher unit price may turn out to be more economical if square metres are considered. For years the relationship between the number of layers and softness was emphasised in communication, but last year the company called attention to the importance of price per different units, e.g. sheet, roll, metre, etc. Television and newspaper ads, online banners and Zewa hostesses in shops all provided useful unit price information. This spring Zewa’s campaign will focus on the difference between rolls as regards the length of paper. Expressed in metre, this data is indicated on all packaging versions and consumers will surely realise that the longer the product, the more economical it is. Zewa is a great choice for retailers too because it increases sales in the category if longer rolls with a higher value are put in customers’ baskets. Zewa is testing an environmentally friendly product on the Hungarian market: Zewa Deluxe’s long version called big roll – 3 layers, 230 sheets, 31.7m – offers about 50 percent more toilet paper in practically the same packaging size. This means that in the 8-roll package consumers get 88 metres of toilet paper – 4 ordinary rolls more. If consumers accept this new concept, the product will be distributed nationwide.