SHAPE Magazine 1 / 2013 - SCA

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MARKET Products pushing the boundaries Knowing where to look for new growth is key to any business. “Adjacent” products that capitalize on a trusted brand can represent a chance to reap hidden benefi ts text ANNA MCQUEEN photo SCA 20 SCA SHAPE 1 2013 Dirty dogs in South America can be cleaned with dog wet wipes from SCA’s Familia brand.
“In today’s market, if you stand still y o u l o s e .” Mats Berencreutz, SCA’s executive vice president for Hygiene Products A CCORDING TO A NEW STUDY in the Journal of Consumer Research, consumers are more likely to buy products they have previously considered rather than items that they think might provide the greatest value. This is good news for companies seeking to capitalize on brand awareness to introduce adjacent lines to grow sales. In France, Peugeot started out making coff ee mills and bicycles and went on to become Europe’s second-largest carmaker. Japan’s Yamaha began its life making pianos and now produces a range of musical instruments, electronics and motorcycles. In the US, Apple turned its personal computer business into a global consumer electronics giant. SCA has also been looking at ways to expand its off erings into new areas. “THIS IS SOMETHING we have been exploring over the last couple of years, seeking to utilize our existing strong brand assets to push the boundaries of our existing business,” says Mats Berencreutz, SCA’S executive vice president for Hygiene Products. “Our aim is to be constantly assessing changing market needs and leveraging our brand platforms to meet them.” The Libero brand in Scandinavia, Russia and some other markets has been extended to include a range of products to cover all baby needs such as wet wipes, wash creams and even SPICY CARS. Peugeot and its pepper mill. BRANDS ON THE MOVE The TENA incontinence brand has been expanded. Besides skincare products, there’s now a test for urinary tract infections that you place in the diaper. Another recent product is a wet glove, used in institutions for washing elderly people. The Tork brand of away-from-home products has grown from tissue products to encompass soaps and alcohol gels, air fresheners, bins and wet wipes. The Libero brand includes a full range of diaper products from premature baby size through to specifi c products for potty training, bedwetting and swimming. The brand also includes a wide range of nursing pads, wet wipes, baby oil and washing products, lotions and creams, changing mats and bibs. The Familia brand has extended from household tissue products to facial and body care, air freshener, antibacterial gels and deodorants, and wet wipes for dogs. SCA SHAPE 1 2013 21
Page 1 and 2: 1.2013 A MAGAZINE FROM SCA ON TREND
Page 3 and 4: CONTENTS 06. The greater good Part
Page 5 and 6: GETTY IMAGES Wooden house facade in
Page 7 and 8: Good Neighbor Inc. A growing number
Page 9 and 10: “ Investing in the community shou
Page 11 and 12: When SCA joins a project, it needs
Page 13 and 14: 5 % 3 New trees in Inner Mongolia E
Page 15 and 16: A QUEST to save the world The world
Page 17 and 18: corporate leaders, Nobel laureates
Page 19: Nouvelle serviette Nana Dry Fast el
Page 24 and 25: TECHNOLOGY A lighter forest footpri
Page 26 and 27: 88 YEARS OLD for a day “Instantly
Page 28 and 29: MARKET It’s diffi cult and it hur
Page 30 and 31: SHAPE UP Check Recycled cycling AN
Page 32 and 33: Ulrika leaves the house with her yo
Page 34 and 35: FACTS Waterline length: 70 ft (21.5
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Page 39 and 40: H&M and Maison Martin Margiela. Pra
Page 41 and 42: The solar collection tubes help Pat
Page 43 and 44: Booming e-commerce in South Africa

SHAPE Magazine 1 / 2013 - SCA

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