Oji Nepia Co. Ltds - 1000 Toilets Project
Oji nepia provides several brands of tissue boxes and toilet papers to consumers. Since these brands are highly homogeneous compared with the other brands, consumers are highly sensitive to the prices and, in turn, this leads to the high price-competition among the brands. Oji nepia launched the 1000-toilets project that aims to construct 1000 toilets for houses and 15 toilets for schools, including the maintenance afterwards. Via this case, we discuss a new marketing strategy that takes into account the CSR and CRM aspects as well as the continuity and profitability.