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Last year saw a new world record in recycling.
Better hand hygiene would improve school atten-
dance. More short news on the Shape Up pages.

$A6/>31=D3@
The Middle East may be the world’s next big
growth market. If these countries play their cards
right, the region has the chance to become a major
player in the global market.

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China is consuming more paper products than ever
before and is gobbling up recovered paper in the
world market. Follow as well the journey of recy-
cled paper through a recovered paper plant.
23 B@3<2
China’s one-child policy has meant there are
too few people to care for the aging population.
Now the government is building nursing homes.

!>@=47:3
Jens Nordfält has analyzed the way we like to walk
through stores, and he knows the strategies for how
to sell more.

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With a new sharper strategy SCA will be
20 22 No. 1 in branded tissue products.

!1/;3@/
SCA’s Claes-Göran Erson skied 1,500 km across
Greenland’s glaciers to the northernmost point of
mainland in the world.

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The darkening clouds of the financial crisis are
casting a shadow over the global economy.

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For decades, the Middle East has often been City” now cover 14 square kilometers.
The complex is a knowledge and educa-
associated with conflicts and with poverty in sharp tion center that is home to some of the
contrast with a wealthy few. But in the wake of the leading university departments in the
Arab world, including branches of five
latest oil boom, the region has the opportunity of a top American universities.
Record-high prices for fossil fuels
lifetime to lift itself up into the elite ranks of the in recent years have created a regional
global economy. boom in oil-rich Gulf states like Qatar,
the United Arab Emirates and Bahrain.
B3FB(;/BB7/A/<23@AA=<>6=B=(/:3F/<23@>76:
Up to this point, it could have been a
replay of the oil boom of the 1970s and
‘80s. Back then, this newfound wealth
produced as much misery as happi-
ness. The money was squandered on
n the mid-1950s, Qatar was a single school in the entire country. private fleets of Rolls-Royces with all
tiny, dusty country populated Today the Gulf state is the richest the extras, lost at the gambling tables
by nomads and fishermen. The country in the world, knocking Lux- of Monte Carlo or parked in Swiss bank
level of education was low, embourg from that position with a per accounts.
even by the extremely low stan- capita GNP of more than $80,000. The money cemented the power of
dards of the time. There were On the outskirts of the capital Doha, authoritarian leaders and their relatives
no navigable roads and not a the futuristic buildings of “Education and made modernization and reforms

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less urgent. When oil prices fell in the risk that this wealth will produce more
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1990s, the region was hit by an economic
hangover that created a breeding ground
for discontent and conflicts.
problems than it solves.”
Economic booms, peak prices for
food and raw materials and a number
]
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;WRRZS3OabO`SOZc[W\c[^`]RcQbW]\ of currencies tied to the dollar have ac-
b]c`Wa[O\R¿\O\QWOZaS`dWQSa E7B6B=2/G¸Askyrocketing oil pric- celerated inflation – a development that
es, the region now has a second chance. has hit broad groups of low -and mid-
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/[]\UbVSZ]eSabW\bVS`SUW]\BVS`SO`S “We’re standing on the brink of a new dle-income earners hard. “Nowadays,
`SQc``W\UbS\aW]\aPSbeSS\bVSAc\\W Middle East – young, entrepreneurial we have to choose either to keep warm
[W\]`WbgeVWQVWaaWbbW\U]\bVSPcZY]TbVS and strong,” says a confident Khaldoon or have enough to eat,” Abdul Rahmna,
SQ]\][WQO\R^]ZWbWQOZOaaSbaO\RbVS
^]]`S`AVWO;caZW[a Al Mubarak, CEO of Mubadala Devel- a clothing salesman in Amman, Jordan,
opment Company in the United Arab told the New York Times. “We’re not
4/1BA Emirates, in conjunction with a World middle class anymore. We’re living on
1O^WbOZ(;O\O[O
6SOR]TabObS(9W\U6O[ORPW\7aOOZ9VOZWTO Economic Forum on the Middle East the edge of poverty.”
>]^cZObW]\(%&W\QZcRW\U !# last summer. Despite considerable investment in
T]`SWU\e]`YS`a Kenneth Pollack of the US-based education, major resources are needed
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@SZWUW]\(7aZO[AVWOO\RAc\\W' for Middle East Policy agrees, up to a gion: the enormous share of unemployed
1V`WabWO\ point. “The economic boom is creating young people in the local population.
5<>( "#PWZZW]\ opportunities to address basic politi- According to the McKinsey consult-
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7\ÀObW]\(!" have given rise to terrorist groups like 280,000 jobs a year to employ all the
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al-Qaeda,” Pollack says. “There’s just a young people graduating from schools

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and universities over the next few years.
So a number of countries, such as Oman,
are trying to replace the foreign workers
in the region with domestic labor. This
is not easy task, given that most employ-
ers have learned to appreciate foreign
workers, who are cheap, highly moti-
vated and often well educated.
The easy oil riches in the region and an
emphasis on family connections rather
than qualifications have produced a large
group of young Arabs with a lackadaisi-
cal attitude toward work. Yet despite dif-
ficult challenges and what is still an un-
even income distribution, there are many
positive signs.
Across the entire region, even beyond
the oil states, median incomes have al-
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and the indoor ski resort Ski Dubai.
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6SOR]TabObS(AVSWYVAOPOVOZ/V[OR The odd thing about these feats is
OZAOPOV that only 3 percent of Dubai’s income is
>]^cZObW]\("$[WZZW]\
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[O\g coming instead from trade, transporta-
@SZWUW]\(7aZO[OP]cb&#Ac\\WO\R# tion, financial services and tourism.
AVWO
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5<>^S`QO^WbO(!% VWUVS`bVO\ have created hope not just among the
0`WbOW\AeSRS\]`5S`[O\g Arab world’s own inhabitants but also in
5`]ebV(%"
boardrooms far from the desert sands.
7\ÀObW]\(
1]\dS`bSROb^c`QVOaW\U^]eS`^O`Wbg During a difficult summer for the
global aviation industry, Dubai’s neigh-
bor, Abu Dhabi, accounted for one of
the few positive bits of news when its
national airline placed the largest air-
craft order in recent years, totaling $43
billion, with the American company
Boeing and the European consortium
Airbus.
For a financial industry squeezed
hard by the US subprime mortgage cri-
sis, these homeless oil billions provide
a guarantee of continued liquidity. “At
the same time, the money has found its
way back home and is now being used
for investments in these countries in-
stead of in the West,” says Marcus Wen-
estam at the Swedish Trade Council in
Saudi Arabia.
“The Arab world is developing and
is finally on its way to becoming part of
the globalization,” says Fadi Ghandour,
chairman of the Jordanian transporta-
tion group Aramex International, in
conjunction with the World Economic
Forum.
This comes as a relief not just for the
region’s inhabitants but also for the rest
of the world. A stable, flourishing Mid-
dle East is the best way to overcome
the conditions that have produced
a breeding ground for the terrorism
that has long plagued the region.

A1/A6/>3I ! &K
 Tempo Complete Care
my secret remedy during a cold

NEW – Tempo Complete Care with its unique

combination of breath-free oils and pampering
balm, soothes the nose and lets you breathe freely.
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SCA sells sanitary protection in the Middle East,
one of the hottest markets in the world but also
difficult to navigate. For clever and courageous
players, there are enormous opportunities.
>6=B=(53BBG7;/53A
µ/4B3@ 167</ /<2 7<27/ the
Middle East is the most dynamic market
in the world and it’s at the top in growth
in purchasing power, although in many
cases that is still unevenly distributed,”
says Peter Dahlqvist, who is responsible
for SCA’s efforts in the region.
Last fall, SCA began collaborating
on a joint venture with its local partner
Nuqul in Jordan. The new company
will manufacture and sell sanitary pro-
tection in 18 countries in the region.
“The strict religious traditions in
countries like Saudi Arabia can be a
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challenge, for example, when you want
to market products,” Dahlqvist says.
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tion make it extremely important that
women keep it concealed, which means
women consumers choose quality when
they buy sanitary protection.
“There are many reasons for SCA’s
investment in the Middle East. In con-
sumer goods and the retail industry, the
demographics are a strong driving force
in regions that has large families. In
Saudi Arabia, 38 percent of the popula-
tion is under 15.
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5`]c^<SeG]`YBW[Sa17/E]`ZR4OQb0]]YAeSRWaVB`ORS
1]c\QWZU]dS`\[S\b[W\Wab`WSaO\R]bVS`aW\bVSdO`W]ca
Q]c\b`WSa
“Even though the country has only
one-third the population of Germany,
there are more children in Saudi Ara-
bia,” Dahlqvist says. “That creates a
big market for diapers today, and in the
next few years demand for menstruation
protection will increase.” ”In the past,
the wealth from the oil was unevenly dis-
tributed, and the wake of the resulting
discontent has caused instability in the
region. Paradoxically, this is putting pres-
sure on the oil princes today to spread the
economic well-being, he explains.
“A growing, flourishing middle
class is in fact often the basis for stable
growth,” Dahlqvist says, pointing to
countries such as Tunisia, Jordan and
the United Arab Emirates.
The turbulent political situation has
kept many players out of the region. But
today the trend is starting to turn. For
instance, the French retailer Carrefour
is investing heavily in the region.
“As for SCA, it means we can be in
a market that has really strong growth
BVS`S¸aOU`]eW\U[W
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eVWZSZW\S`aO`SabO`bW\Ub]O^^SO`
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8]`RO\3Ug^bO\RAOcRW/`OPWO
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potential early on,” Dahlqvist says.
“Procter & Gamble is the only one of
our global competitors to set up opera-
tions here.
“It’s often an advantage in today’s
polarized global politics to be a Euro-
pean company in the region, although
our Danish neighbors have seen how
quickly things can change.”

"A1/A6/>3I ! &K
 Dina förpackningar
kn
ningar
kan bli morgondagens
ondagens ¶BVS^OQYOUW\UQ]cZRPSg]c`a
OZSa
abOTT]Tb][]``]e¶>`W\bORW\Ae
^`][]bW\UbVS^`]RcQb^OQYO
SRS\
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säljare `SORS`ab]Q]\bOQbA1/>OQYOUW
AeSRS\T]`Q]\acZbObW]\
W\U
\UW\

Att exponera är att sälja.

Men exponering kräver tid och personal.
Lösningen ligger i bättre förpackningar
som klarar hela kedjan från producent
till butikshylla. Några enkla handgrepp
och dina varor ligger väl synliga och
lätta att plocka.
Direkt ur en Säljklar förpackning.
✃

Kontakta mig för en beskrivning av vad ni kan

inom ämnet ”Säljklara förpackningar”.

Jag har ett aktuellt projekt. Ring direkt.

Namn

Befattning

Företag

Adress

Postadress

Tel.

Mail

Skicka kupongen portofritt i ett kuvert märkt ”FRISVAR”

till: SCA Packaging, 0020192361, 331 20 Värnamo.
Märk kuvertet ”Säljklart”. Eller faxa telefon 0370 193 29.

SCA PACKAGING SWEDEN AB

www.scapackaging.se
B@3<2
Rising g
ac^S`[O`Y
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stars
Private labels have come a long way from being
just plain-wrapped, low-priced options. Thanks to
product innovation and better-than-the-leading-
brand quality, they now outsell branded goods in
many categories.
B3FB8=</A@36<03@54=B=/:3F27F=<
@3B/7:3@A /@=C<2 the world are
investing more and more in their own
brands. The concept of private labels
has changed dramatically over the past
five to 10 years, while sales have shot up.
At Asda, Britain’s second-largest retail-
er, private labels now make up a large
percentage of total sales of both edible
and non-edible products.
Len Barker, general manager of non-
edible grocery and baby products at
Asda, confirms that consumer attitudes
toward private labels have changed dra-
matically.
“Private labels used to be seen as a
cheap and cheerful option, though not as
good as the brand leader,” he says. “To-
day people expect a private label to have a
very good quality base and to be as good
as, or better than, the leading brand.”
Private labels started out several de-
cades ago as anonymous products at the
low end of the price range. But now store
brands form an entire brand architec-
ture in their own right, often covering at
least three segments of the price range –
cheap, standard and premium. They al-
so include specialty lines such as organi-
$A1/A6/>3I ! &K
cally produced goods and eco-labeled or
fair-trade-certified products.
Uncertainty about the economy
makes price a greater concern for shop-
pers, and private labels in general have
become more aggressive, Barker says.
“We are entering a period of six to 18
very interesting months,” he says. “The
economic climate is getting tougher, and
people still have to eat. If things continue
to get tougher, they might be more and
more inclined to ditch branded products
in some low-involvement categories,
particularly in such a mature market as
the UK.”
/A2/ 6/A <= problems in selling
branded goods next to private labels, as
its strategy is based entirely on what the
consumer wants.
“It’s all about giving the consum-
ers the benefit of choice,” Barker says.
“They have to be happy with what
they’re buying from us. By voting with
their feet, they tell us what they want or
don’t want.”
The relationship between branded
products and private labels on Asda
A1//<2/A2/
A1/Wa/aRO¸aZO`USabac^^ZWS`]T
bWaacST]`P]bV^`WdObSZOPSZaO\R
P`O\RSR^`]RcQba/aROAVORSaWaO
^`S[Wc[^`WdObSZOPSZ^`]RcQbeWbV
OPSbbS`bVO\bVSZSORW\UP`O\R
QZOW[O\RA1/b`SObaWbOaOP`O\R
W\Wba]e\`WUVb
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b`ORS[O`YSbW\U[O\OUS`ObA1/
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µ=c`^`]RcQbW]\^S]^ZSO\R]bV
S`/aRORSRWQObSRabOTTTSSZOZ[]ab
OaWTbVSgO`S^O`b]T/aRO7PSZWSdS
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bVSW`]e\b`ORW\UbSO[¶
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\SfbPWUbVW\UW\bVS^`]RcQbQObS
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dSZ]^[S\bO\RZSb^`WdObSZOPSZQZW
S\baPS\S¿bT`][bVWa¶:cQYaOga
shelves varies across categories, Barker
says. In some categories, private label
penetration is relatively low.
“Washing powder, for example, is
dominated by a handful of very big
multinational brands, so Asda private
labels have a slightly different role,” he
says. “Because laundry is so heavily ad-
vertised and constantly pushed, many
customers still hold the idea that private
labels are never going to be as good.”
In the tissue category, on the other
hand, private labels play a bigger role at
Asda, whose strategy is to come up with
products that are better than the leading
brand. One highly successful result is As-
da Shades, a private label toilet tissue sup-
plied by SCA.
“We have got a fairly unique propo-
sition versus most of our competition.
“It is one of our few private labels that
have outsold the biggest brand by a long
way for many years. We refer to Shades
as ‘the crown jewel’ among our private
labels.”
0/@93@A/GA/A2/¸Ageneral strat-
egy behind its own brands is to gener-
ate a “very credible option.” Trying to
push inferior products under a private
label could damage the overall brand,
he warns.
“We have to make sure that we are
not giving anyone any reason to com-
plain about quality in anything that we
put our name on,” he says. “We have
a reputation to keep, and the entire
Asda brand might suffer from poor
performance from an Asda-labeled
product.”
While Asda has been owned by Wal-
Mart, America’s No. 1 discount retail-
er, since 1999, it has a long heritage
as a value retailer in Britain, Barker
says. The idea, he says, is “great-qual-
ity products at great prices, not poor-
quality products at cheap prices.”
In the absence of the massive ad-
vertising and promotion employed by
global brands, private labels have to
use packaging as a means of commu-
nicating with the customer, and they
must also show more creativity and
be faster to market with innovations,
Barker says.
by offering a unique point of differ-
ence versus the competition.
“We need products that are first to
market, and the supplier must be able
to cover everything, including envi-
ronmental benefits,” he says.
BVSS\bW`S In general, Barker finds relation-
ships with private label suppliers to be
/aROP`O\R different from relations with branded
product manufacturers.
[WUVbacTTS` “They have to be,” he says. “Gener-
ally speaking, there is a difference in
T`][^]]` attitude. With a big branded supplier,
their priority is their brand on our
^S`T]`[O\QS shelves and not our customer.”
T`][O\/aRO The offerings of branded suppliers
might not be ideal for Asda shoppers,
ZOPSZSR whether in terms of pack size, quality,
flavor or pricing, he says.
^`]RcQb¶ What about the future, then – will
private labels take over the shelves
completely?
“If the customer wants it, why not?”
Barker concludes.

63/@5C3A that as consumers have

become savvier, less advertising might
even work in favor of customer per-
ception.
“I think people have become more
aware of the fact that a lot of the price
difference between branded goods and
private labels is related to advertising,”
Barker says. “And we try to do things
with our brands that even the leading
brand has not done. Asda Shades be-
ing first to market with sustainability
FSC labeling is one example.”
Barker says what he really wants
from a private label supplier is that it
helps Asda stand out from the crowd

I ! &KA6/>3A1/ %
B@3<2

Recovered paper is in big demand. China’s grow-

ing economy is short of raw materials including
wood fiber. Demand for recovered paper is expect-
ed to remain high for the foreseeable future, keep-
ing upward pressure on prices and leading to a
global shortage in the recovered paper market.
B3FB(A/@/03@5?D7AB>6=B=(53BBG7;/53A

The fiber cycle

167</¸A A6/@> growth in recent
years has created enormous demand for
all types of paper products and for raw
material in the form of recovered paper.
“As prosperity rises in China and else-
where in Asia, more and more people
are beginning to use tissue products and
read newspapers,” says David Knight,
director of SCA Fiber Procurement in
North America. “The increase in con-
sumption also means that the demand
for cardboard and packaging is growing
considerably.”
Over the next two years, the global
market for recovered paper is expected
to grow by 20 million tons from the 200
million tons of recovered paper con-
verted globally in 2007. To meet this
increased demand, the industry faces a
number of challenges. “Above all, we
need to recycle more paper,” Knight
says. In Europe, the recycling rate is
about 63-64 percent. The best coun-
tries are Sweden, Germany, the Nether-
lands, Austria and Switzerland, which
all have rates over 70 percent. Japan is
also up there with 65-70 percent. In the
US, however, the recycling rate is only
53 percent.
µ74B63CA reached the same recycling
rate as the European average, it would
mean another 10 million tons a year,
which is absolutely necessary to meet
the demand from China,” says Hans
@31=D3@32>/>3@/<2@31G1:324703@>/>3@
@SQ]dS`SR^O^S`WabVSOQbcOZ`Oe
[ObS`WOZeVWZS`SQgQZSR¿PS`^O^S`
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ORRSRb]bVSQgQZS`SUcZO`Zg P`]YS\R]e\W\b]¿dS[OW\U`]c^a
Wortman, managing director of the
European-based SCA Recycling.
The markets for recovered paper in
the US and Europe differ in one impor-
tant respect. In Europe, development has
mainly been steered by legislation that
encourages recycling. However, in the
US, where the market is driven by grow-
ing exports, there are no incentives for re-
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`SQ]dS`SR^O^S`[WZZaQV]]aST`][O
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&A1/A6/>3I ! &K

cycling and sorting garbage. For the av-
erage person, it’s often cheaper to throw
everything unsorted right into the gar-
bage can. That means it’s difficult to get
people to recycle paper and other mate-
rials. “So a lot of recycling companies
have started collecting unsorted gar-
bage, which they separate themselves in
their own facilities,” Knight says. “The
downside is that it’s hard to sort out dif-
ferent kinds of paper, which means the
quality of fiber deteriorates.”
/<=B63@ 16/::3<53 for the
industry is rising oil prices, which en-
courage the burning of recovered pa-
per as an alternative source of energy.
“To avoid a shortage of recovered pa-
per, it’s really important to recycle fi-
ber as many times as possible,” Wort-
man says. “Only when the fibers are
no longer suitable for paper produc-
tion should they be used as a source
of energy.”
Using recovered paper offers several
advantages. Obviously, it’s beneficial
to the environment to recycle the ma-
terial. Historically recovered paper is
cheaper, although its prices have been
trending higher in recent years. In ad-
dition, there is a certain amount of
seasonal variation. During the sum-
mer, prices typically rise a bit because
access to recoverable paper falls when
people go on vacation. “Prices usually
rise 10-20 percent in the fall as well
because demand increases when op-
erations everywhere get going again,”
Knight says.
US exports of recovered paper to
China also tend to rise during the
fall season because of higher US im-
ports from China, especially ahead of
Christmas. Instead of letting vessels re-
turn to China empty, it is cost-effective
to fill them with recovered paper. “It’s
actually cheaper to send a container of
recovered paper from Chicago to Chi-
na than from Chicago to New York,”
Knight says.
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B316<=:=5G

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B3FB(A/@/03@5?D7AB
7::CAB@/B7=<(:374n08r@<AA=<
B63 >@=2C1B7=< process for recy-
cled fiber paper varies depending on the
end product. Recycled fiber paper comes
in many different types. Some typical
examples are newspaper, container-
board, cardboard, toilet paper, paper
towels, napkins and facial tissues. At
SCA’s paper mill at Lilla Edet in south-
west Sweden, the production process for
tissue looks like this.

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 B@3<2

One-child-policy gives
birth to nursing homes A1/E/<BAB=
Because of China’s one-child-policy, fewer young 0@3/9B/0==A
people are available to support a growing number 1VW\O¸aaVWTbT`][b`ORWbW]\OZbSfbWZS
POaSRW\Q]\bW\S\QSQO`Sb]RWa^]aOPZS
of elderly relatives. The Chinese government is ^`]RcQbaVOaXcabPSUc\/aW\[O\g
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racing to build new nursing homes and encourage `]c\RSRPgbOP]]a
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out siblings has surpassed 100 million. 2040, one out of every four people in RZSQZOaaWaW\Q`SOaW\UWbaa^S\RW\U
The intended effect, to curb popula- China is expected to be a grandparent. ^]eS`0g O\SabW[ObSR#[WZ
tion growth, has succeeded, but the Unlike other countries with aging ZW]\V]caSV]ZRaeWZZVOdSW\Q][Sa
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the world’s largest aging community. In

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B3FB(3:7A/03BB/>7=<3CE7@B6>6=B=(>3B3@8r<AA=<
83<A<=@24m:B>/@9A his motor scooter in front of the
Stockholm School of Economics at the stroke of 10, the time we
agreed to meet. With helmet in hand and a broad smile on his
face, he gives me a warm greeting and we rush across Sveavä-
gen, the busiest road in Sweden, to the nearest espresso bar.
Nordfält is a man with many irons in the fire, so he has to use
his time efficiently, but he also seems to be one of those people
who have more hours in the day than everybody else.
In his professional life, he’s a researcher at the Stockholm
>@=47:3
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School of Economics, president of the Hakon Swenson Foun-
dation and vice chancellor of the new Nordic Retail College
Foundation in Norrtälje, Sweden. Along with these responsi-
bilities, he lectures and teaches in Lund, Umeå and Stockholm.
In addition, he helps his former employer, the food retailer ICA,
with various analyses and research projects.
And now he can call himself an author as well. Last year saw
the publication of his book Marknadsföring i butik (“Market-
ing in Stores”), which was named the 2007 Marketing Book of
the Year and was recently translated into English. It has been,
and is, a big chapter in his life.
He doesn’t even take it easy in his private life. He ran his
first marathon, Arosmarken, in his hometown of Västerås
at the age of 12. That same year, he biked to the island of
Öland with his father and later pedaled the entire way to Paris
and Austria. He’s done the Fjällräven Extreme, a race people
I ! &KA6/>3A1/  !
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run wearing backpacks. Nordfält also
mentions a ski competition in Green-
land where people carry backpacks and
camp out in tents. “When I work out, I
can clear my brain and my whole body
feels good,” he says.
B630==9035/<to take form as ear-
ly as 1992, when Nordfält went to work
at ICA as CFO. A few years later he be-
came interested in marketing but quick-
ly discovered the lack of literature or
well-developed theories on how things
are really sold in stores. In 1995, when
he started teaching sales to managers at
ICA’s corporate school, he decided to
address this need. “I started studying at
µ7Tg]c^ZOg5S`[O\[caWQ
%^S`QS\b]TbVSQcab][S`a
Pcg5S`[O\eW\S¶
SSE and began a PhD in 1998 with the
aim of writing a book,” he recalls.
In the book, Nordfält focuses on how
environment influences our choices.
Both his dissertation and book are psy-
chological and are relevant to anyone
interested in how marketing works in
practice. “Among other things, I describe
how people follow routines when they
shop,” he says. “The choices we make
are rarely optimal. For most people it’s
enough that the choices are adequate
and easy to access in their memory. The
research showed that we like repetition,
even when we shop. We go to the same
store and follow the same path.”
Nordfält thinks it’s interesting to see
in purely psychological terms how visual
perception works in an environment as
cluttered and crowded as that of a store.
What do people notice? How does the
selection process work, and how can
people influence it? “I and many others
have succeeded in showing, for instance,
that when a product is placed at the end
of an aisle it will be noticed and sales can
increase several hundred percent, maybe
up to 1,000 percent, without changing
the price. If you put it there, the item just
slips into people’s grocery carts.”
Nordfält has also investigated how
displays, music, scents and colors affect
people. People believe they determine
their own choices, he says, but tests show
that if you play German music, 70 per-
cent of the customers will start buying
German wine. If you switch to French
music, then the choice becomes French
wine. “When you ask the customers
whether they heard the music and why
they chose that particular wine, they
usually say they didn’t hear the music but
‘that was exactly the wine I wanted.’”
Customers can also be made to focus
their attention on something special, but
an important fact when it comes to mar-
keting in stores, and one that has been
studied fairly closely, is that people can’t
be manipulated into buying something
they don’t want.
AB7::AB=@3A1/< help inspire and
encourage customers in various ways,
Nordfält notes. That way, people avoid
coming home and realizing for the ump-
teenth time that they forgot to buy light
bulbs.
What it’s like shopping in a non-pro-
fessional capacity?
“I don’t actually go around and talk
about what I’ve learned when I’m shop-
ping with my wife, but she probably
thinks I’m way too rational. I’m always
checking what we’re buying and can say,
‘We bought that last time too and we
haven’t used it.’
“Even the food you make at home is
determined by habits. If you get inspired
to make a fruit salad in the store but don’t
make one normally, it probably means
that in the end you’ll wind up throwing
away overripe fruit.”
The book has opened up many doors
for Nordfält. “Sometimes I think that
everything is part of one big master plan,”
he says. “First came the book, then my
position at the Hakon Swenson Founda-
tion, where I hand out research funds,
and now I’m vice chancellor at the Nor-
dic Retail College Foundation in Norr-
tälje. I usually think that everything is
connected and that it’s all about realizing
my dream of retailing being an academic
field. And now I’m seeing how it’s being
realized, that it’s a unifying theme.”
7;/57<30GA1/
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 A1/7<A723
Tissue
b
b
4=B=(7AB=19>6=B=
A1/eWZZab`S\UbVS\Wba^]aWbW]\Oa[O`YSb
ZSORS`W\bVSbWaacSW\Rcab`gBVWaW\d]ZdSa
O\Seab`ObSUgbVOb]dS`¿dSgSO`aeWZZ
aSSbVSQ][^O\gUOW\bVSb]^`O\YW\UW\
P`O\R^`]RcQbaW\3c`]^SW[^`]dS^`]¿b
OPWZWbgO\RS\VO\QS^`]RcQbRSdSZ]^[S\b
B3FB(;79/3:57/<CHH7
µB=2/GE3¸@3 No. 2 in consumer tissue brand produc-
ts,” says Lesley Cordial, category director for consumer tis-
sue in Munich. “That’s three percentage points behind No.
1, but I’m counting on passing them.”
The product portfolio for consumer tissue consists of 12
different brands where there are potential synergies in prod-
uct quality management and marketing communication.
“The key question was how we were going to make the
product portfolio less splintered and more relevant to con-
B3FB>3B@/:=2p<4=B=;/@5/@3B/632
sumers,” Cordial says.
$A1/A6/>3I ! &K
b
An early step in the strategic work was to shift from one seg-
ment to two, with different approaches to consumers:
t Personal hygiene products that are used near the skin,
where consumers want something soft and gentle. These
include facial tissue, toilet tissue and hankies.
t Object hygiene products, for example household tow-
els, used for cleaning purposes. Here consumers want ab-
sorption, durability and functionality.
“Before, we saw everything as tissue products,” Cordial
says. “By creating two separate segments, it’s easier to cus-
tomize communication.”
<=E 7B¸A >=AA70:3 to talk to consumers about the
needs the product can meet. When it comes to toilet paper
or facial tissues, the key words are softness, color and scent
– qualities that aren’t relevant when it comes to cleaning
products.
Today SCA is the market leader in retailers’ own brands.
The goal is also to be No. 1 in Europe in brand products.

>O^S`b]eSZa³
\]bbVSaO[S
Oab]WZSb^O^S`
“We’ll be the company that our consumers and industry
competitors have as a benchmark,” Cordial says.
The aim is to become the indisputable market leader.
That means market share has to grow from today’s 25 per-
cent to a little over 28 percent, which is No. 1 Kimberly-
Clark’s share today. An important piece of the puzzle in this
effort was the acquisition of Procter & Gamble’s European
tissue operations and the Tempo brand for EUR 512 mil-
lion during 2007.
“With the acquisition of Procter & Gamble’s tissue op-
erations, we went from being No. 3 in Europe to No. 2.”
Every future product launch will follow this new stra-
tegy and the portfolio will be trimmed over the course of
the plan.
B63@3;/7<7<5 products will have a more uniform appea-
rance, and marketing communication will be coordinated.
“A more harmonised approach to the communication of
our brands will help cut costs in communication produc-
WHEN IT COMES
TO TOILET PAPER
OR FACIAL TISSUES,
THE KEY WORDS
ARE SOFTNESS,
COLOR AND SCENT
– QUALITIES THAT
AREN’T RELEVANT
WHEN IT COMES
TO CLEANING
4=B=(53BBG7;/53A
PRODUCTS.

tion,” she says. “When we come out with new products, the
launch can be carried out faster and simultaneously across
Europe.”
The core of the action plan to increase profitability is
concentrating marketing efforts on newly launched prod-
ucts but also increasing the focus on value added products.
“For instance, the Tempo brand is a product with a strong
position in the German market,” Cordial says. “We can get
a premium price there. So it’s smarter for us to concentrate
on increasing sales of facial tissue rather than toilet paper.
“The goal is to have consumers feel they’re buying a
brand product that really meets their needs and expecta-
tions. It should feel like a premium product, with premium
properties and premium quality. So then we can also charge
a higher price.”
Continuous product development is another important
part of the strategy. “Consumers should feel that we’re lis-
tening to them and doing everything to meet their needs,”
Cordial says.
I ! &KA6/>3A1/  %
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Mexico is one of the largest and

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/<7<D3AB;3<Bin Mexico makes
perfect sense for SCA. The country’s
market for tissue and personal hygiene
products continues to grow rapidly,
as people are increasingly better off,”
says Thomas Wulkan, head of SCA
Americas.
The first phase will see the con-
struction of a tissue machine with a
capacity of 60,000 tons a year. The
project also includes a recovered pa-
per facility, a converting plant with
three converting lines for bath tissue
and a distribution center.
“It’s an important strategic invest-
ment,” Wulkan says. “It will help
enhance our consumer offerings and
means that we can continue to grow
with our customers.”
most important growth markets in
the world. Under Presidents Vicente
Fox and Felipe Calderón, the coun-
try has implemented a number of
reforms to make the economy more
stable. These changes, combined
with several new free trade agree-
ments, have on the whole reduced
Mexico’s dependence on the US.
Today the country has a rapidly ex-
panding middle class, low inflation
and stable growth despite its north-
ern neighbor’s current recession.
“We see continued growth in all >6=B=(53BBG7;/53A
our product segments,” Wulkan says.
“I estimate a 50 percent increase in
sales over the next five years.”

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bVSbSabObeeeVgUWS\S[ObbS`aObaQOQ][

A1/>/19/57<5 6/A environmental issues such as

launched a competition to find
a new packaging concept for
selling chocolate in stores.
European students, design
schools and budding packaging
designers are welcome to enter
the competition.
Apart from creating an in-
novative package, the competi-
tors must consider trends and
industrial limitations as well as
the package’s life cycle and its
impact on the environment.
The competition runs from
September 2008 to March
2009. The winner will receive
EUR 3,000 and an internship
at the Innovation Centre in
Brussels.
Details are available at
www.scapackaging.com

µ5=7<55@33<¶
7<<3EG=@9
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3D3@G0=2G7A3F>31B7<5/167:2
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Libero, one of SCA’s baby dia- Sofia Hallberg, communica-
eWbVO\c[PS`]TQ]`^]`ObSSfSQcbWdSa
^`]TSaa]`aO\R^]ZWbWQWO\aT`][AeSRS\ per brands, is publishing a book tions manager for the Libero
O\RbVSCA titled Everybody is Expecting brand, says all proceeds go to
BVSaS[W\O`WabVS[OW\T]Qca]TbVS a Child. It’s the result of an ap- the Red Cross and the “Save the
1VO[PS`]T1][[S`QS¸a^`]XSQbµBVS peal on Libero’s website to par- Mothers” project. Childbirth
GSO`]T5]W\U5`SS\¶eWbVbVSeV]ZS ents who are expecting a child, in developing countries is still
]T &PSW\URSd]bSRb]W\Q`SOaW\U
asking them to write about their associated with major risks, and
OeO`S\SaaOP]cbS\dW`]\[S\bOZWaacSa
/[]\UbVSWaacSaORR`SaaSReOaV]e experiences. Of 570 stories sub- the money goes to improving
Q][^O\WSaQO\W\Q`SOaSbVSW`^`]¿bOPWZW mitted, 190 were selected for conditions there. The publisher
bgPgPSW\U[]`SS\dW`]\[S\bOZZga[O`b the book. is Vulkan Förlag.

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A chilling wind in the world

B63/113:3@/B7<516/=A in the
world’s financial markets since the sum-
mer can hardly have escaped anyone’s
attention. With the financial crisis deep-
ening, the economic outlook has also
become gloomier. However, great un-
certainty remains as to how the turmoil
is affecting the real economy. The dia-
gram below shows a downward trend
for leading indicators, an index of fu-
ture economic activity, in both the US
and Europe since the middle of 2007.
Even though the US has been the focus
of attention, the diagram indicates a more
negative trend in Europe. Growth figures
as measured in GNP also appear to be as
shaky in the EU as in the US, if not shaki-
er. In the OECD’s most recent forecast
in September, GNP growth in 2008 was
estimated at 1.8 percent in the US and 1.3
percent in the euro zone. However, this
forecast was made prior to the latest dra-
matic developments in the financial mar-
kets. The economic downturn in Europe
has also created expectations of interest
rate cuts and has helped, at least tempor-
arily, to break the fall of the dollar that
began in early 2006.
The price of electricity (Nordpool)
has defied the economic slump and
continued to climb to new record le-
vels. Among the reasons mentioned are
high coal prices, as a result of strong
demand from China, and the fear of
a drier fall than usual in Sweden and
Norway.

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Get the products, support,
and knowledge you need to lighten
your environmental footprint.

Ranked as the Greenest Tissue Manufacturer in the world,* and named one of the world’s 95 most
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t 100% recycled napkin, towel and tissue products that are elemental and process chlorine-free
t Our products and manufacturing processes meet the strictest third-party environmental certification standards
t Controlled consumption dispensers reduce both waste and cost
t With regionalized manufacturing facilities, product travels fewer miles
T‡`^OQY\W\UaZ‡a\W\UO`

t SmartFit™ case sizing allows more product on trucks, reducing fuel costs
/\\]\aW2O\[O`YT‡`A1/a

* As ranked by The Independent in conjunction with Ethical Investment Research Services

** As ranked by the Ethisphere Institute

SCA Tissue is a leading provider of napkins, towels, tissue, wipers

and dispensing systems for the Away From Home tissue market.
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cleaner and greener dining

Put our system to the test

We guarantee, at least, a 25% reduction in your napkin
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*Versus traditional dispensers