LEADING BRANDS PROFILES

Flora Tissue

Q: Could you shed light on Flora Tissue’s value proposition as a brand?
A: The value of Flora to Sri Lankan consumers lies in the convenience it offers as a hygiene product for everyday use.

This is a period when concern over personal hygiene is at its peak and as such, the company manufactures and distributes a range of products under the Flora Tissue brand for consumers.

Our product line includes hand wiping tissues – which are essential after a thorough cleanse with soap and water – and facial tissues to help wipe away harmful bacteria that could potentially spread. It simplifies life for our customers in the prevailing global conditions.

Q: In your assessment, how has the brand fared given the prevailing market conditions?
A: Pee Bee Management Services pioneered and initiated its manufacturing activities in 1983 by introducing a full range of soft, hygienic and disposable tissue products under the Flora Tissue brand.

In its maiden financial year, the brand reported a formidable market share of 40 percent – this, despite the existence of many imported brands that dominated the market at the time. Nearly four decades later, Flora Tissue remains one of the leading brands in the soft disposable tissue paper category, enjoying an estimated majority market share of 65 percent as it continues to grow and prosper.

I believe that many opportunities can open up for steady annual growth given our commitment to ensuring the highest quality in our range of products. Flora Tissue products have garnered significant customer loyalty throughout the years, which enables the brand to expand its product line further in the near future.

Q: How would you characterise the impact of COVID-19 on brands and branding?
A: Revenue for the last financial year was affected to a certain extent due to the pandemic and complete halt in tourist arrivals.

The negative impact that led to the temporary shutdown of restaurants and cafes resulted in a deceleration in production of certain product lines used by the hospitality sector. This was perceived to be a slight hindrance that arose in a lucrative source of income for the brand.

However, the strength of the brand has made it possible to progressively increase sales volumes in modern trade, hospitals and retail trade through the creation of awareness regarding COVID-19 prevention guidelines issued by healthcare authorities.

Emphasising the prevention of spreading the virus through the consumption of tissues has led to an increase in revenue and contributed to building brand loyalty.

Q: What role can brand investments play in accelerating business recovery – especially in the prevailing landscape?
A: Brand investments can play a major role in accelerating business recovery in the prevailing corporate environment.

Flora Tissue has actively participated in regular monthly promotions by way of consumer discounts and banded offers for selected products throughout the financial year.

We have developed and invested in new disposable paper products – viz. paper bed sheets, paper cups and disposable gloves, which are useful for consumers and the hospitality sector – with the intention of accelerating business recovery in this landscape.

Q: In what ways should organisations look to build brand loyalty through experiences, in your opinion?
A: A brand needs to provide an exceptional customer experience if it wishes to build loyalty. Offering a grand product is insufficient – customers should have the ability to convert purchases into an enjoyable experience.

Customer retention is more important than identifying new sources since their outlook shapes the future of brands.

Q: And finally, do you believe that branding has a notable impact on the financial performance of organisations such as yours?
A: The primary objective of a company is to achieve sustained success by means of building and sustaining brand equity, and through brand management. Given this, the proper execution of such strategies leads to positive and progressive financial performance.

Our branding strategy encompasses a strong vision, mission, business and marketing strategy reinforced by solid communication programmes. We believe that the most powerful arguments are those that can be explained in financial terms and branding plays a crucial role in this process.

Constant brand building efforts are expended to take Flora Tissue to greater heights and the company’s financial goals reflect its intention to grow into an innovative market leader in the category.

website:www.floratissues.com