Document Sample

                       “Keine Zeit, keine Zeit” (no time,   product. The initial reluctance has long given way
                       no time) was the name of a Ger-      to totally uncomplicated consumer behaviour. The
                       man hit song in the Twenties:        paper handkerchief became a popular consumer
                       “Tempo” was the buzz word of         item. Anyway, there is no reason to entertain doubts:
the era. This is why Tempo was also the name chosen         Tempo paper handkerchiefs are made of pure cellu-
by the Vereinigten Papierwerke Nürnberg (Nuremberg          lose and on top of that undergo environment-friendly
United Paperworks) for the entirely new product it          oxygen bleaching and can be disposed of in organic
brought out on the market in 1929: the paper hand-          waste containers without a hitch.
kerchief.                                                        In 1988, the Tempo handkerchief was improved
      It is no longer known who originally came up          once again. The so-called “Duo-Faser-System”, that
with the idea to manufacture this absorbent, soft and       back then was exclusive to Tempo, provided new
yet tear-resistant paper tissue. Perhaps the inventor       comfort. Short, soft fibres made the tissue surface even
got annoyed about a cloth handkerchief that had             softer, long fibres on the inside gave it stability and
become a breeding ground for bacteria. In any case,         tear resistance. In addition, Tempo has since come
the Tempo paper handkerchief was a giant step for-          out with reclosable packaging.
ward in the development of hygienic habits. Used                 The brand has belonged to the consumer goods
once, thrown away and not meant for reuse, it could         corporation Procter & Gamble since 1995. In the same
prevent a serious sinus infection emerging from a seem-     year, the Tempo tissue became even more tear resis-
ingly harmless running nose through reinfection.            tant through a product improvement. The so-called
      Yet Tempo owes its overwhelming success to            micro-bridges were added in 1998. By connecting the
the combination of hygiene and convenience. Any-            fibres with one another, they have made Tempo even
one who has a cold or has to sneeze needs a hand-           more “drip proof”.
kerchief that can be unfolded easily and quickly. This           There is also a Tempo paper handkerchief for es-
is why new ideas were constantly being developed            pecially sensitive noses. This product is called Tempo
for designing Tempo paper handkerchiefs to unfold           Plus with Aloe Vera and Camomile extract; and then
quickly. Since 1975, the Z-fold has literally solved the    there is Tempo Atemfrei-Gefühl (Tempo Breathe-Free
problem with a rapid unfold system.                         Feeling) with menthol scent that helps stuffed noses
      Right from the beginning, the packaging played        breathe freely again. Besides sensitive noses, small
a major role in making them easy to use. Introduced         handbags have also been thought of: Tempo mini
in 1953, the white-and-blue, easy-to-open double            packs, the small version of the Tempo paper hand-
pack already made it easy to get hold of an individ-        kerchief, have five ready-to-use, folded tissues that
ual tissue quickly. In 1964, packages of six were put       can be handily stowed away.
on the market – 60 pure white Tempo handkerchiefs                Tempo has not only been market leader in Ger-
for only one German mark – forerunners of the econ-         many for more than 75 years, but holds the number
omy packs that Tempo has currently focused on to            one place in many other countries as well. Success
meet the wish of consumers who want to purchase             of this kind can only be achieved through intensive
larger quantities to keep in store.                         work on the product as well as on the brand. And
      Yet at first, it was precisely the hygienic and       Tempo has done that with a consistent step-by-step
convenient advantages of the paper handkerchief that        policy firmly targeted on consumer needs: through
vanished into the garbage after use that proved to be       continuous functional improvement, simplification of
an obstacle in the mind of consumers. The Tempo             use, increased convenience, and through constancy
paper handkerchief still seemed a bit like a luxury         in market presence.
                                                                                                                       Company name       Classic product         Established           Employees          Annual sales        Main production site
                                                                                                                       Procter & Gamble   Tempo paper hand-       1837 in Cincinnati,   98,000 in nearly   around 40 billion   Neuss/
336                                                                                                                                       kerchief (since 1929)   Ohio (USA)            80 countries       items worldwide     Germany