SHAPE Magazine 1 / 2013 - SCA

MARKET
clothing. “It’s like a one-stop shop for parents,
and it capitalizes on their trust and the emotional
connection they have with the brand,” Berencreutz
says. “Once you have that, you can use it to
grow sales.”
Expanding the brand into diff erent product
areas is a natural step for SCA, says Kristoff er
Wendelboe Jensen, regional marketing manager
for Libero. “The Libero brand has a very strong
position in consumers’ minds regarding safety
and quality, and these factors can be transferred
to other products that will then share the same
benefi ts,” he says.
MOVING INTO adjacent products in no way detracts
from SCA’s core business, Wendelboe Jensen says.
“It simply gives us a stronger image and gives us
a more complete presence in the home, as well
as putting us in a better position to ask for more
in-store promotional opportunities and special
displays. It underscores our commitment to our
22 SCA SHAPE 1 2013
“ Adjacent products are important
because consumers are looking
for bundled solutions.”
Motorcycles and instruments in
Yamaha’s world.
customers’ children and makes people’s lives
easier. In exchange, we enjoy their loyalty and
enthusiasm.
In Colombia, adjacent products are seen as
providing an advantage with consumers. “They
don’t see the world like a manufacturer does,” says
Cristina Arbelaez Bridge, marketing director for
family care at Familia, a 50 percent joint venture
with SCA. “Adjacent products are important
because consumers are looking for bundled solutions.
When we can understand customer routines
and off er complementary products to those routines,
customers gain a better perception of the
brand and they begin to generate new demand.
Adjacent products make us stand out from the
crowd and create profi table growth.”
At SCA, Berencreutz says, “Our history has been
all about using our strong relationship with and
knowledge of our customers and consumers to
strengthen our brands and diversify our growth.
In today’s market, if you stand still you lose.”
Wet gloves and baby oil
are part of SCA’s range
of products.