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After Surveying Stakeholders, SCA’s Tork Brand Focuses Product Line and
Packaging to Highlight Specific Uses to Better Guide Customers
SCA, the maker of the Tork® brand of away-from-home paper products, announced today it has changed the product names and packaging for its North American wiper line to allow customers and users to more easily select the right product for the intended use.
After conducting global research and talking with end-customers and distributors, SCA is introducing a task-based approach to identify wipers by name across four key usage categories: Wiping, Cleaning, Polishing and Sanitizing.
“We used to name our wipers based on quality level, but we learned that customers are most concerned with the task at hand,” said Tom Bergin, Marketing Director of Healthcare & Industrial for SCA’s AfH Professional Hygiene business in North America. “The new focus on this product line makes it easy to ensure that the distributors and end-customers are getting the right product for their specific use. We felt strongly that this change would benefit our customers and make their selection decisions as simple as possible.”
For example, the Tork Advanced Wiper 450 is now named Tork Heavy-Duty Paper Wiper.
“Our research tells us that 95 percent of distributors prefer task-based product names, and 84 percent of end-customers find the new names easy to understand,” Bergin added.
The new task-based wiping and cleaning products are:
Primary market segments for Tork wipers include foodservice, food processing, education, healthcare and a variety of industrial applications.