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New, simplified naming system for Tork wiping products
The same high quality products with new, simpler names and more customer-focused packaging - this is what Tork manufacturer SCA is bringing to its customers.
As SCA migrates products from the newly-acquired Lotus Professional brand into its Tork assortment, the names of all Tork wiping and cleaning products are being changed to become more logical and user-friendly.
"We surveyed more than 1,000 customers and learnt that while they loved our wiping and cleaning products, many were confused by their names," explains SCA product and segment manager Amelia Baker.
"So our Object Wiping range has now been renamed the Tork Wiping and Cleaning range and we have introduced new names focusing on the why, the how and the where each product should be used. This makes it easier for distributors to sell our products and for end-customers to choose the right one for them."
All Tork paper wiping products designed for mopping up spills will now incorporate Tork Wiping into their naming structure. The new, logical names will denote their strength and application: for example Tork Wiping Paper, Tork Heavy-Duty Wiping Paper and Tork Industrial Heavy-Duty Wiping Paper.
All non-woven products developed for removing dirt and grease from objects and surfaces will now come under the Tork Cleaning category. Examples will include: Tork Cleaning Cloth; Tork Low-Lint Cleaning Cloth and Tork Industrial Heavy-Duty Cleaning Cloth. And non-woven products designed to produce a finished, protected surface will now incorporate Tork Polishing into their names.
There will be one exception to the new naming structure as Tork incorporates Lotus Professional wiping products into its assortment. Tork Reflex Single Sheet Centrefeed will retain the 'Reflex' name since it is already well known among customers.
"This excellent system helps to cut consumption since the dispenser gives out only one sheet of paper at a time," says Amelia. "Tests have shown that users can make savings of up 37% by using the Tork Reflex Single Sheet Centrefeed system. So we are including it into our assortment and using the well-established Reflex name with the Tork brand name."
As part of the product rationalisation, the packaging will also change. All Tork product boxes will be colour-coded to make them simpler to identify and task-specific colours will be blue for wiping; green for cleaning and grey for polishing.
"Icons on the boxes will denote how strong the product is and whether can be used with solvents," explains Amelia. "However, all product codes and EAN codes will remain the same. In fact, every change we have made has been based on customer insights and needs. Our entire aim is to make working life easier for our customers."
9th May 2013