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TOMORROW’S CLEANING DECEMBER 09
Cover Story
Cost in use evaluations –
more than a simple equation?
THE SEEMINGLY SIMPLE ECONOMICS OF PURCHASING BATHROOM TISSUE
MAY NOT BE AS STRAIGHTFORWARD AS YOU THOUGHT. JONATHAN HOOPER,
MARKETING MANAGER IN CHARGE OF THE RENOWNED DA VINCI BRAND, EXPLAINS
SOME OF THE HIDDEN COMPLEXITIES AND HOW TO MAXIMISE YOUR BUDGET.
In a complicated world there is every reason areas, especially if there are sudden rushes of
for washroom dispensers and tissue buyers to traffic that have to be dealt with; surely not! So
Don’
want to look for the simplest way to evaluate the question remains, why bother?
y
t f
our mone
lush
a
competing claims. Often and perhaps not
w
a
y...
y
Well how about the fact that such a buyer,
unreasonably, regarded as a commodity
maybe through a lack of training and
purchase, cost is king.
subsequent lack of knowledge, is not buying
The maths are none to complex. The cost of the most cost efficient deal around at all. In
the roll of tissue divided by the number of
fact he or she may inadvertently be actually
sheets on a roll, gives you the price per sheet.
costing the company more as a result of
There’s the base line established then. In high
buying apparently cheaper tissue. Does this
usage areas, particularly those where the very
sound something of a wild claim? Some
highest of hygiene standards is not an absolute
smoke and mirrors trick that make a simple
Disco
sa
v
vings with
er cost-in-use
priority, quality is less of an issue. So then
piece of arithmetic complicated to someone
cost per sheet is what it’s all about. Simple!
else’s benefit somewhere down the line?
A familiar refrain and let’s be honest, not a
Consider this key concept. The equation is
don’t actually
wholly unreasonable standpoint. When there is
perhaps after all, not such a simple one. Take
need and yet are still able to dry
little need to impress, when throughput is high,
that on board, open the mind and those who
their hands properly. These people aren’t
often in bursts of activity such as at (say)
come around to that idea can recognise and
hooligans or vandals, they are just doing what
football grounds or airports, then having
deliver real cost benefits, bottom line profits,
to their employers and customers. So how
human beings do. Presented with a drying
sufficiently well stocked dispensers and a
hard is that going to be? Well it is really only
medium that draws through like a rope, they
clean facility, are the priorities.
about thinking things through and putting them
have no practical and easy way of discerning
What is the value in looking beyond cost per
into what are usually very familiar contexts.
how much tissue they need to dry their hands.
sheet or cost per dry? If the proposal isn’t, at
So they take what they think they need and
first glance, the least expensive option, what
The first aspect to consider is about control.
then a bit. Just in case! Presented with the flat
other aspects need to be considered? The
That itself then splits into two key areas, the
towel, they feel qualified to make a judgement.
aesthetics of having all the dispensers looking
dispensing of the tissue and the on-going
They need two or three sheets. The Da Vinci
pleasingly uniform, the advantages of dealing
filling and the refilling of the dispenser.
lever controlled dispensers make them think
with a single supplier may no doubt be factors, Dealing with dispensing first. Many hand-
each time before taking a further sheet. That
but they clearly are not exclusive to any one drying dispensers are designed to provide
slows the process of coming to a decision.
single manufacturer. Now it is clear that there controlled paper consumption. They do not
Two 2ply sheets may be sufficient to dry their
may be low usage situations where the allow continuous pull through and by
hands. A 1ply towel may need more. The point
dispenser aesthetics and the drying capability presenting the towel to the user as a flat sheet,
is that the manner in which the tissue/towel is
of the tissue take greater prominence, and the drying area is maximised. So the user can’t dispensed makes it a more deliberate and thus
price is less of an issue, but in high volume pull out great handfuls of tissue which they less wasteful decision process than simply
20
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COVER STORY
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