Case Study : Acme Hygiene Products Limited

Acme Hygiene Products Limited (AHPL) is a reputed family owned company with over 50 years of
technological expertise in fibers and innovative absorbency techniques. It manufactures most diverse
range of high-value, specialty papers, including Greaseproof, Glassine and Wet-strength Papers, Decor
Papers, Engineering Papers, Flexible Packaging Paper, Security Papers, Silicone Release Base Papers,
Stamp-based MICR Cheque Paper and Tissue Products. It is one of the first mills in the country to install
microprocessor-based controls in various process applications.
The company has an installed capacity in excess of 55,000 TPA of various grades of specialty papers
AHPL is also the biggest supplier of base sheets in India. It supplies 65% of the total base tissue paper
demand in the country.
Core competence: Expertise in tissues
 AHPL has over 50 years of expertise in specialty paper manufacturing. Over a period of time it has been
able to develop differentiation even within the base paper they supply. For example: the face tissue
paper base is different from kitchen rolls and so on. Their ability to fine tune the base sheet used with
respect to bulk, wet-strength, number of ply, size, softness etc is a testimony to their state of art
technology and the number of years of experience. AHPL has, from the beginning set up an R & D
department which is continuously trying to come out with innovative products based on the feedback
from the business partners and the end-users.
Given that the tissues come in contact with skin directly, the tissues are 100% safe, chlorine free and
made with raw materials that strictly adhere to all the statutory requirements.
Vision:
 In the pursuit of high performance and customer care, AHPL wants to be a company that has a holistic
approach to hygiene, with strong emphasis on 'complete hygiene systems' rather than isolated 'off the
shelf products'.
Environment friendly:
AHPL manufacturing processes are based on its long-standing respect for both natural biodiversity and
sustainable working practices. The virgin tissues are sourced from sustainable natural resources and the
100% natural fibers are manufactured in a safe and environment-friendly manner. They are also
planning a campaign to actively promote the use of 100% recycled tissues.
Personnel
The company has highly qualified senior management team but they lack anyone with consumer
marketing or channel sales experience.
All decisions regarding marketing is taken by the CEO who is the brother of the MD. The company has a
small sales team, which caters to B2B market which they are currently in. They have a marketing
manager heading this team, who currently ensures timely dispatches of orders and follows up on any
outstanding (a/c receivables). Once in a while he meets his customers to sort out any sales related
issues.
Future Plans:
 To energize and refresh the washroom experience.
 To look for ways to better the hygiene experience in homes, offices, shops, showrooms, kitchens
and pantries.
  To match global trends in hygiene solutions.
 To be known as an innovate company.
 And to do all this while remaining committed to best prices and the environment.
Currently AHPL is hardly known in the consumer segment. There has been no form of marketing exercise
conducted by the company.

In the short term it wants to launch its own brand of tissues – face tissues, napkins, toilet rolls and
kitchen towels.
AHPL has entrusted this task to this batch of SIBM B students. It wants them to develop a brand
identity.
It has suggested a brand name- “ pristine”. AHPL also wants to be known as the company behind the
brand.
Based on your recommendations, it would like to set up a sales force to cater to the metro and mini
metros. It also plans to enlist an ad agency to plan out its communication strategy.

Your INDIVIDUAL Task

Prepare your plan for the following:
1. Segmentation/Targeting
2. Positioning
3. Branding concepts including discussing the case from David Aaker’s brand identity model.
4. Marketing Plan
5. Sponsorship Plan
6. Creative design for the promotion of your brand – Print and Television Ad

Require a complete branding story for this brand…

Deadline for submission of your project is 15th September 2022.