Central marketing of cellulose, with particular reference to brand policy
Sales of cellulose have been handled in Finland since 1918 on a central marketing system through the Finnish Cellulose Union (Suomen Selluloosayhdistys), which is a joint sales company formed by the enterprises. First part of the paper constitutes the questions of the channels and functions of marketing. The most focal problem is related to the interests of individual producers. The second part concentrates on the brand policy of central marketing.
The small number of producer companies and – for 40 years ago – the existence of relatively few categories and grades on the market have contributed to the birth of central marketing of cellulose in Finland. Central marketing is probably more advantageous for smaller firms and companies less well placed than the biggest concerns. It levels out the status held by the best and the weakest firm in individual marketing and consequently perhaps does not give a top brand the standing it would have in relation to the other brands in individual marketing. Central marketing may have advantages also in regards of general price level and marketing costs.
The marketing system is dependent on the conditions in which it is to be carried out. An example of this is that Scandinavian cellulose producers have fairly good opportunities under the individual marketing system of using the service factor, owing to the good and far-ranging scheduled shipping facilities of the countries. It is probably the different conditions in this country that have made Finland’s cellulose marketing system essentially different from that of the Scandinavian countries.
The PDF includes a summary in Finnish.
Published in 1960