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issues pertaining to a raw material called fluff pulp. Fluff pulp is a chemical cellulose
long fiber used for products that need high absorbency. Examples of these products
include feminine hygiene products, baby diapers, and adult incontinence products. Fluff
pulp used in products have documented environmental consequences and health risks
(Bajpai, 2010; Boyd, 2015; Code of Federal Regulations, 2017). This product category is
far from achieving a transparent supply chain due to lack of communicative marketing
report their social and environmental impacts of the product in annual sustainability
reports, or in some cases do not at all (Eccles, 2014). For example, in the United States,
tampons are considered a medical device by the Food and Drug Administration,
therefore product content and materials are considered proprietary information belonging
to the manufacturer. It is estimated that a woman will use between 11,000 and 16,000
tampons in a lifetime (Kounang, 2015). The break in the communication model between
manufacturer and the consumer in the fluff pulp product category implies ethical
disregard for some of the worlds most vulnerable populations such as women and
babies.
Marketing aims to match a companys product and services to the people who
need and want them, typically to ensure profitability. In this study, efforts in marketing
and government policy to preserve social well-being and health will be evaluated. A case
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public health policy; why they were taken, how they were implemented, and with what
result.
traditional paper. The majority of the worlds demand on paper and pulp products are for
hygienic and sanitary usage (Smithers, 2017). The paper and pulp industry is very diverse
in material use, product type, production processes, location, and mill size. Papermaking
is both capital and resource intensive. The papermaking process can be broken down in
several stages: raw material preparation and handling, pulp manufacturing, pulp washing
(Bajpai, 2010). Harvested wood is first separated from lignin and then made into pulp
Fluff Pulp is chemical pulp made from wood cellulose of softwoods. Fluff pulp is
products, and adult incontinence products. The specific type of fluff pulp referred to in
this study is southern bleached softwood kraft (SBSK) pulp produced in the southern
United States (Boyd, 2015). The paper and pulp industry stimulated the rural south by
bringing in new money from the North and brought with it the chemical industry, and the
land they bought and paid taxes for, coupled with the stimulus that it gave to the
railroads, and truck transportation (Boyd, 2015). During reconstruction after the Civil
War, capital from the North was crucial for the rural south to rebuild. By the mid-1990s,
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the southern pulp and paper industry was far larger than that of all other countries.
In order to use softwood pine it must first be pulped and this is when chemicals are
used to dissolve lignin to extract cellulose from the wood fiber. Most SBSK pulp is
manufactured using the kraft process. Bleached kraft pulp has the lowest yields but
account for 85% of the global market pulp capacity of 54 million tons in 2005 (Boyd,
2015 ). Most kraft pulp mills producing fluff pulp, bleach products using the elemental
chlorine-free (ECF) method or the totally chlorine free (TCF) sequence. The ECF method
is the most dominant in industry because studies show that it is virtually free of dioxins
and other toxic substances (Federal Regulations Title 21, 2017). In 2007, ECF production
reached more than 88 million tons, totaling more than 89% of world market share (Boyd,
The Paper and Pulp Industry impacts the environment in ways including but not
warming, and solid wastes (Bajpai, 2010). Throughout the papermaking process there are
stakeholders thoughts is the topic of deforestation. Although modern paper mills claim
that slash pine is a sustainable crop, which reaches maturity in 30 years, it still shapes the
landscape of many terrains. Paper and pulp mills shaped the infrastructure of the rural
south during reconstruction after the Civil War, it continues to house the worlds largest
paper and pulp companies (Boyd, 2015). A native South Carolinian stated sometimes we
would pass a cutover field, with the stumps and trash trees twisted up in the dirt and left
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behind in snarls. If it was fresh and the windows were down, you could smell the mix of
churned up earth and broken bits of root and tree. It was clear that something big and
powerful had been there, taken value from the land, and left the rest behind (Boyd,
2015).
Wastewaters generated by mills that bleach pulp produce effluents that contain
200 compounds that are chlorinated organic compounds, which include chlorinated resin
acids, chlorinated phenolics, and dioxins (Bajpai, 2010; Gouda, 2003). Pollutants such as
chlorinated phenolics and dioxins are toxic, nonbiodegradable, and tend to contaminate
food chains through bioaccumulation. When run-off is added to a water system it changes
in color due to lignin. This impairs the sunlight from reaching bottom-dwelling aquatic
life and decreases the appeal and recreational value of water. The bleaching process also
create dioxins which can be toxic, carcinogenic, and bioaccumulable. Although the
quantity of dioxins in bleaching effluents is very low, even in trace amounts, dioxins can
cause a wide range of adverse health effects such as disruption of hormones, reproductive
and immune system disorders, and abnormal fetal development (Bajpai, 2010). The paper
and pulp industry is extremely energy intensive but often mills will seek to maximize the
burning of biomass energy potential. Paper and pulp mills produce a sulfurous rotten egg
smell that often drifts into surrounding cities. Furthermore, polychlorinated biphenyls,
dioxins, and furans have been found in fly ash from the burning of sludge from kraft
mills, raising concern about quantities emitted to the atmosphere (Kopponen et al., 1994).
Hydrogen chloride and methanol are considered major air pollutants of concern produced
in recovery boilers. Air pollution emissions vary in regards to paper or pulp product
being produced, government restriction, and mill operations. A further concern is how
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paper mills dispose of solid waste and sludge. Some mill operations reuse the byproduct
of paper production for agricultural benefits but long term studies are necessary to
understand the full environmental impact of disposing paper mill waste products.
activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large
(Armstrong, 2017). Paper manufacturers find value in the marketing mix (product, price,
promotion, and place) in various ways. The price of a product must encompass the total
cost of production and still make profit for the paper and pulp manufacturer. If a product
such as a specialty paper has benefits or features than the price can be increased.
Currently most specialty papers that are recycled or environmentally conscious are priced
higher (Smithers, 2017). This lowers the accessibility of this product to price susceptible
consumers.
Evaluating some of the larger paper and pulp corporations is important in order to
understand the variation of their branding techniques. For example, Domtar, the largest
paper producer in North America, has various office paper brands like Xerox Paper and
Specialty Media, Cougar, Lynx Opaque Ultra, Husky Opaque Offset, First
Choice and EarthChoice (Domtar-Corporate Facts, 2017). These products have similar
aspects in packaging, which include product specifications that are required like disclosed
contents, product identity, and product manufacturer. Although these brands operate on
behalf of Domtar, they each are held to different forestry standards in certification. The
varying products appeal to different consumers at different price points. Although price
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usually encompasses the cost of a manufacturers microenvironment, price does not cover
the external cost on the macroenvironment despite action to be proactive in pricing and
Most paper and pulp businesses strive to be third party certified, it has become an
industry standard. Citizens assume that certified forest products come from sustainably
managed forests, making certification a de facto quality assurance mechanism for the
of the worlds forests are certified, and 40 percent of these certified lands are in North
America (SFI and FSC Certification in North America, 2017). The most common forestry
initiative labels include Forest Stewardship Council (FSC), Sustainable Forestry Initiative
are used to encourage consumers to make environmentally friendly purchases but more
often they add to the confusing and increasing index of eco-labels. SFI is a certification
program meant to protect biodiversity, sustainable harvest of virgin fibers, and water
quality. SFI today gives its seal of approval or 'certification' to activities on more than
285 million acres (115 million hectares) of forests or tree plantations (Basics of SFI).
Companies such as Home Depot, Phillips Van Heusen, Ruby Tuesday, Allstate, Sprint,
AT&T, and 31other companies have all taken a stand to no longer associate their brand
with the SFI label (PRNewswire, 2011). Their discontinued use of SFI certifications stem
from a study done by ForestEthics (now STAND.earth), where out of 534 audits of SFI-
certified companies since 2004, none have reported clear-cutting, soil erosion, change in
water quality, or other problems associated with the pulp and paper industry. This implies
that SFIs third party verification of forest integrity is compromised and unreliable.
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In mid-2011, FSC totaled 354,100,000 acres worldwide. The United States with
33,811,000 acres of FSC forest places third behind Canada and Russia (Forest
manner. FSC is the only forest certification scheme endorsed by the major environment
charities including WWF, Greenpeace and the Woodland Trust. FSC standards are also
respected because they track their certified lumber through the supply chain and into
manufacturing.
Eco-labeling schemes are meant to increase transparency along the supply chain
and inform the consumer in a way that can promote sustainable consumption and
schemes are available in 246 countries, of which 147 include standards for
may be interpreted as a sign of success and sales of products carrying sustainability labels
are reported to increase; label overload and gaps in the understanding of sustainability
may result in consumer confusion and limit the use of such labels. Eco-labels must retain
a commitment to go beyond compliance and evolve with industry it pertains to. For
example, SFI began as the industry forestry standard in North America but became less
certification and eco-label to companies. In the case of the paper and pulp industry the
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diversity of paper and pulp products more consumer behavior research is necessary to
important to recognize the legal parameters in which paper and pulp manufacturers
operate under. Marketing for the paper and pulp industry must comply with laws under
The Federal Trade Commission. The Federal Trade Commissions purpose is to prevent
enhance informed consumer choice and public understanding of the competitive process;
and to accomplish this without unduly burdening legitimate business activity. Under the
Fair Packaging and Labeling Act (FPLA), the Federal Trade Commission (FTC) and the
Food and Drug Administration (FDA) issue regulations requiring all consumer
commodities be labeled to disclose contents, identity of the product, and the name and
place of business of the product's manufacturer, packer or distributor (Fair Packaging and
Labeling Act, 2017). Items made of fluff pulp are not typically labeled as a consumable
product that falls under the Nutrition Labeling and Education Act (NLEA). Paper and
pulp products come in external contact with the body frequently in the developed world
because of its cultural significance. Paper towels and sanitary napkins are used in
Fluff pulp specifically is used in products that retain liquids. Tampons are
considered a medical device because according to the Food and Drug Administration.
Due to this definition, privatization of the feminine hygiene market has been
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legally ordered to place a warning label for Toxic Shock Syndrome (TSS) but not list
information on the origin or chemical compound of the absorbent material itself. Diapers
are also made with fluff pulp and packaging labels are required to warn consumers of
This study aims to look at significant marketing strategies that have improved
social relationships and public health. Across multiple disciplines including psychology,
medicine, economics, environmental science, and sociology, the phrase quality of life
as a general term is meant to represent either how well human needs are met or the extent
marketing is an approach is a social marketing strategy that can be stated as the business
mechanism that plans, prices, promotes, and distributes economic consumer goods in
ways to maximize consumer well-being (Sirgy and Lee, 2008). The concept provides a
marketing strategies that act upon consumer well-being throughout the consumer and
product life cycle. It is also defined as marketing products in a way that minimizes
negative side effects to consumers while generating long term profit (Alvez, 2013).
to which human needs are met. Subjective quality-of-life looks to self -reported levels of
of thought, which is concerned with the way marketing affects society and vice versa
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(Alvez, 2013). Companies that practice this marketing exhibit mission statements and
behavior that enhance the quality of life in their employees, their consumers, and
focus not only on consumer expectation but also on a holistic vision of its contribution to
well-being (Niedemeier and Bartsch, 2011). Like sustainability, this marketing strategy
employs the use of long-term planning and recognition of economics, society, and the
are not fully communicative to consumers. Companies meet government regulations and
provide content information on their products, but their lack of ingredient transparency
used in the supply chain and comprehensive research on long-term health consequences,
prohibit consumers from protecting their own well-being. Often, the argument for
marketing wishes to improve its image, credibility, and legitimacy and counteract the
criticisms attributed to it, then it must concentrate on improving consumer quality of life
while simultaneously raising its own firms long term profitability (Alvez, 2013). The
following are three case examples of quality-of-life marketing strategies and how they
accomplished common ground with other disciplines to improve public health and well-
being.
On November 23, 1998, the cigarette manufacturers, along with forty-six states
and six other U.S. jurisdictions (the Settling States), entered into what is called the
Master Settlement Agreement (MSA), the largest civil litigation settlement in U.S.
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history. The major manufacturers at the time were Philip Morris USA, R. J. Reynolds,
Brown & Williamson, and Lorillard. The states goal of the lawsuit was to recover the
states incurred cost in treating sick and dying cigarette smokers (Jones, 2010). The MSA
sets standards, and imposes restrictions on, the sale and marketing of cigarettes by
regarding tobacco company conduct. The MSA comes after the Surgeon Generals report
Smoking and Health, the 1966 requirement for warning package labels, and the 1971 ban
on radio and television cigarette advertising (Jones, 2010). The Master Settlement
the quality of life of product stakeholders whereas marketing provided customers with
This lawsuit was settled on the premise that The Participating Manufacturers are
prohibited from direct and indirect targeting of youth, use of cartoons, placement of
outdoor ads in proximity to a retail establishment, brand their products, and employ brand
places. In June 2000, Philip Morris announced that, beginning in September 2000, it
would restrict its cigarette advertising to magazines whose proportion of young readers
was less than 15 percent and that had fewer than 2 million readers from 12 to 17 years old
(King, 2001). The reduction in media related advertising created an industry shift in
(Wakefield, 2002). One study showed that 3 out of 4 teenagers visit a convenience store
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at least once per week, these research studies suggest that the point-of-purchase
environment may have important influences on youths in terms of making tobacco use
(Wakefield, 2002).
The primary purpose for MSA funding the states involved Medicaid services for
smoking-related illness and educational programs to reduce underage smoking. The MSA
does not contain any provisions requiring states to allocate settlement revenues to tobacco
prevention and cessation. Due to this provision states often use this money on non-health
programs, including education and social services, infrastructure, and general state
government funding.
One unintended positive consequence has been that since tobacco companies
have passed along MSA costs to their customers in terms of higher prices per pack, teen
smoking has declined (Jones, 2010; Demopoulos, 2011). Regardless of the media source,
campaigns) do reduce smoking rates of smoking over an extended period of time, and
that the longer such programs operate, the greater the positive impact (Farrelly, 2003).
In 1990, the Nutrition Labeling and Education Act (NLEA) passed. NLEA
requires all packaged foods to bear nutrition labeling and all health claims for foods to be
consistent with terms defined by the Secretary of Health and Human Services. Nutrition
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Labeling and Education Act of 1990 - Amends the Federal Food, Drug, and Cosmetic Act
(FDCA) to deem a food misbranded unless its label bears nutrition information that
provides information on serving size, fats, sugars, minerals, cholesterol, etc. (Waxman,
1990). As a concession to food manufacturers, the FDA authorizes some health claims
for foods. In determining which nutrients and food components to require on the label,
FDA looked to The Surgeon Generals Report on Nutrition and Health (HHS, 1988) and
the NRCs report Diet and Health: Implications for Reducing Chronic Disease Risk
(NRC, 1989).
Results from field and lab studies showed that NLEA changed consumer attention
to the negative nutrition attributed (such as fat and sodium, of which less is better) more
general, consumers see marketing that incorporates health claims as useful; they prefer
short, succinct wording rather than long and complex claims; and they believe that claims
varied across food categories. One study found that one group (low-motivation, low-
knowledge consumers) benefited in socially desirable ways under the new food labels
nutrition includes all foods, all eating occasions, and all efforts to control dietary intake
label awareness will remain ineffective (Scarbrough 1995). One stipulation of the NLEA
(Balasubramanian, 2002). The greatest success of the NLEA rests on reaching different
groups of consumers with different needs and abilities (Balasubramanian, 2002). The
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NLEA is enforced by a cooperative effort between the Federal Trade Commission, the
Food and Drug Administration, and the United States Department of Agriculture.
to increase consumer health and well-being. This incorporates both subjective and
innovation. The design and content of the label was a multi-disciplinary effort to be
extension of a longstanding public information partnership between MTV and the Kaiser
Family Foundation to address the high rates of STDs among those under 25. GYT is
America, the National Coalition of STD Directors (NCSD), American College Health
Chlamydia Coalition (NCC), CDC, and various state and local health departments,
colleges and universities, and other community groups and non-profits. Gilead Sciences,
Inc. provides support and resources for select elements of the campaign. CDC provided
CDC, young people ages 15-24 represent nearly half of all new STDs occurring in the
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U.S., while representing just 25 percent of the population. Evidence from national and
local evaluations suggests that the GYT campaign is associated with increased STD
testing during campaign promotion periods (Friedman, Bozniak, et al., 2014; Friedman,
and 52,000 youth in 2010. Across 2009 to 2010, GYTs Facebook page gained 4,477
fans, Twitter feed gained 1994 followers, and more than 140,000 referrals were made to
the STD testing locator. From April 2008 to 2010, there was a 71% increase in STD
testing and a 41% increase in chlamydia testing at reporting Planned Parenthood affiliates
(representing 118 health centers). Chlamydia case positivity rates during this period
were stable at 6.6% (2008) and 7.3% (2010). Trend data indicate that testing was higher
in spring 2009 and 2010 compared with other periods during those years; this pattern is
al., 2014).
Discussion
Each case presented used both unique and overlapping marketing elements to
achieve improvement to public health using governing agency sponsorship and funding.
Some of the primary and most effective marketing elements include promotion,
placement, and price tactics. In the cases presented the associated governing agency
create a consensus in a certain belief or cause. This belief in all three cases presented is
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In application to fluff pulp products this shows that there is neglect in government
support for studying the long-term effects on feminine health when using tampons. For
Feminine Hygiene Product Safety Act seven times to congress where it has been rejected
all seven times. The Robin Danielson Feminine Hygiene Product Safety Act directs the
hygiene products that contain dioxin, synthetic fibers, and other chemical additives like
chlorine, colorants and fragrances, pose health risks (Maloney, 2017). The difference in
these cases also lies in the product itself. Tobacco use is a hedonistic and socially
influenced choice intertwined with varying cultural and economic influences. The
product discrepancy is that tampons solve a need while cigarettes can be considered a
solution to a want and need. More research is necessary in understanding how marketers
measurements in their decision-making patterns. There was a funding settlement for the
known health risks caused by cigarettes between the states and the federal government
(MSA), but none concerning the known health risks associated with fluff pulp products
Furthermore, in all three cases promotions were acknowledged and integrated into
behavioral patterns when negative product effects were communicated with consumers
rather than by there positive affects. For example, through the Master Settlement
over time and nutrition labels were viewed for their negative health content
(Demopoulos; 2011; Jones, 2010; Wakefield, 2002). The success in these campaigns lies
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in their communication of the health risk to consumers when they interact with both
media and the product itself. Due to the Food and Drug Administrations definition of
medical devices companies are not required to list the ingredients of their tampons to
consumers. For consumers to have choice, they must have information to make that
choice which public policy directly prohibits in the United States on fluff pulp products.
health, likely due to increase in awareness. The goal of the anti-smoking campaigns and
the Get Yourself Tested campaign largely focused on changing the attitudes of young
people toward smoking and getting tested. Placement of anti-smoking and positive ads
toward getting testing were displayed on network television stations such as MTV and
placed in magazines targeted toward a young audience. If social attitudes shift towards
products. This could be the future of fluff pulp products, as only healthier options will
begin dominating the market. For example sanitary napkins are increasingly being
replaced with hand air dryers in public restrooms. Another example is that of menstrual
cups being a more sustainable option compared to tampons and they are becoming a
popular alternative.
In the cases presented, placement varied depending on the policy associated with
product and the nature of the product itself. The Master Settlement Agreement didnt
celebrity endorsed. This limitation posed by litigation changed how the product was
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stating that you must be eighteen to purchase cigarettes prevented the targeting of youth
decrease in smoking nationally (Jones, 2010; Demopoulos, 2011). The companies passed
of the financial burden of the MSA onto customers by increasing the cost of tobacco
products. Tampons are cheaper currently than their sustainable competitors. If policy
increased the tax on tampons, then the case studies support that women are likely to
The quality- of-life marketing concept provides a business philosophy that guides
marketers in the development and implementation of marketing strategies that act upon
consumer well being throughout the consumer and product life cycle. Quality-of-life
In fluff pulp production this is a necessary lens to evaluate issues stemming from
environmental and public health risks. Currently fluff pulp product marketing and
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