Marketing Diapers Corporation Essay Example

discussed spending more than $10 million dollars on national television advertising in 1998. However, the discussion needs to analyze the impacts on Drypers Corporation including the short and long term affect to ensure the effectiveness of the spending. The market for disposable diapers and training pants is for infants who are in age of birth until 30 months and children who are range of age 8 and use the diapers as well as training pants. The mothers can be as the target market for diapers manufacturers because they will make a decision on the brand of diapers and training pants which they would like to buy for Drypers Corporation.

Drypers Corporation

Case Analysis

 In 1997 the disposable diaper and training pants were a $3.9 billion and $597 million industry respectively. Diapers and training pants are typically purchased through mass retailers, drugstores and supermarkets. The primary users of the disposable diaper and training pants market is comprised of mothers between the ages of 18 to 49 years old while the actual end-user of the product are infants and children typically under the age of four. Advertising directly to the purchasers and decision-makers is the most effective way to administer the advertising message.

In this industry, there are many competitors and frequent places to purchase disposable diapers and training pants. These types of companies must implement an advertising approach in order to sell their products rather than a personal selling strategy. Manufacturers advertising approaches can consist of several types of messages to the consumer that are typically combined to create their selling strategy. Quality, price, features, and benefits are the most common attributes

assigned to advertising strategies. These attributes also determine which market segment a company will primarily focus on.

 Drypers uses a high-quality low-price strategy. This market segment is typically assigned to mothers that are more consciences of price. What separates Drypers from its competitors is its ability to sell at low prices while consistently providing quality to its customer and low prices to the retailers. Drypers considers their differentiation strategy to be primarily based on features of their disposable diaper and training pants. Most of their competitors focus their marketing strategies based on premium branded disposable diapers and training pants.

 There is a definite advertising opportunity for Drypers. The average consumer is most easily persuaded in the realms of broadcast television. People tend to perceive products that are advertised on television to be...

Problem Statement

Drypers Corporation, an international manufacturer of premium-quality, value-priced disposable diapers and training pants for infants and toddlers, seeks to analyze the impact of spending more than $10 million in U.S. television advertisements in efforts to break into the mass merchant arena.

SWOT Analysis

Results of a SWOT analysis of Drypers Corporation are listed in Table 1 below. In summary, Drypers is a strong competitor in the disposable diaper market. Focusing on product innovation, quality products and low prices has made Drypers a key competitor in the industry. Drypers has fostered strong relationships with its retailers through promotional marketing efforts. However, the recent consolidation of regional brands into one Drypers label has had a negative effect on sales as brand recognition has taken a significant slide.