Loyalty and Customer Focus Tena Elders

1. Loyalty and
Customer Focus
Dr. Jorge A. Wise

2. The Problem
• Control of bladder weakness and incontinence
• Incontinence is “the involuntary loss of
bladder or bowel control” (The International
Continence Society: ICS).
• Urinary Incontinence (UI) is a:
– Stigmatized,
– Underreported,
– Under-diagnosed, Under-treated condition
– Erroneously thought to be normal of aging

3. Some Facts of UI
• Social costs:
– High and even mild symptoms affect social, sexual,
interpersonal, and professional function
• Affects 200 million people worldwide
• In Mexico:
– Universidad de Guadalajara surveyed 352 women between
15 and 85 years old finding that 27.8% mentioned have UI
– Study by Hospital Universitario Dr. José E. González in
Monterrey found that “becoming 30 years old about one
third of women have some level of UI”
– INEGI (2001): some level of UI for individual between 65
and 84 years old:
• Women: 11.1% Men: 10.5%

4. Consumer research reveals…
• One in four women over the age of 18 experience
episodes of leaking urine involuntarily
• One-third of men and women ages 30-70 have
experienced loss of bladder control at some point in
their adult lives and may be still living with the
symptoms
• Of men and women ages 30-70 who awaken during the
night to use the bathroom, more than one-third get up
twice or more per night to urinate, fitting the clinical
diagnosis of “nocturia.” Of these adults, one in eight
say they sometimes lose urine on the way to the
bathroom.

5. Consumer research reveals…
• Two-thirds of men and women age 30-70 have never
discussed bladder health with their doctor.
• Men are less likely to be diagnosed than women.
Men are also less likely to talk about it with friends
and family, and are more likely to be uninformed.
• Two-thirds of individuals who experience loss of
bladder control symptoms do not use any treatment
or product to manage their incontinence.

6. The Need
• Control of problems due to UI
• Make the UI socially acceptable
• Unnoticed products for males
and females

7. Target Markets
• Women: Individuals suffering UI
• Men: Individuals suffering UI
• Caretakers: Caregivers, family, &
friends
• Professionals: Drug stores, Nursery
houses, Health Professionals,

8. Products
Women Men
Caretakers and
Professionals
Pantiliners
Pads
Underwear
Briefs
Pad & Pants
System
Washcloths
Creams
Guards
Underwear
Briefs
Pad & Pants
Systems
Washcloths
Creams
Washcloths
Underpads
Creams

9. Products
• SCA Group
• SCA is a leading global hygiene
• and forest products company

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15. Loyalty

18. Svenska Cellulosa
Aktiebolaget SCA
• Swedish Cellulose Company
• 1929: Founded in Sweden by merging ten forest companies
• 2001: Acquisition of Georgia-Pacific Tissue and Tuscarora
• 2007: Acquires Procter & Gamble's European tissue business
• 2010: Acquires Copamex baby diaper business in Mexico and Central
America
• A leading global hygiene and forest products company
– Develops and produces sustainable personal
care, tissue and forest products
– Presence in about 100 countries under many brands
– Europe’s largest private forest owner
– About 44,000 employees
• 21013 sales: SEK 93bn (EUR 10.7bn)