Drypers Case - 1
Drypers Corporation manufactures and markets premium quality disposable diapers, training pants and pre-moistened wipes under the Drypers ™ brand and is a major provider of private label disposable baby diapers and training pants. Drypers Corporation is committed to the development of value brands and to build lasting global brand equity through product innovation and differentiation in a vital category. Headquartered in Houston, Texas, the company operates in North America, Latin America, Southeast Asia, and other international markets. The company is the world’s sixth largest producer of disposable baby diapers and the third largest marketer of brand-name disposable diapers in the United States. (Kerin and Peterson, 2010).
The problems in the case that will be resolved is to decide if Drypers Corporation should move forward with its $10 million dollar television advertising campaign and to get a clear understanding of how the advertising campaign will benefit the company. As of now, it is clear why an investment in a national advertising campaign is necessary. However, it is unclear as to what the advertisement campaign would do. (Kerin and Peterson, 2010). There will be pros and cons of the advertisement campaign that will be addressed in deeper analysis.
The targeted markets for Drypers Corporation are infants and children below the ages of four who use diapers and training pants. Also, the target markets include mothers, primarily between the ages of 18 and 49, who decide on the brand of diapers and training pants. The mothers are usually the ones who make the purchase. The key place item that makes Drypers differ from its competitors is that Drypers was the first to introduce diapers that focused on skin care, in addition to diaper fit, absorbency, and leakage control. Also, its key promotion item is that it promotes itself as high quality, low priced diaper.
The recommendations for this case will demonstrate as to why or why not Drypers should move
The problems in the case that will be resolved is to decide if Drypers Corporation should move forward with its $10 million dollar television advertising campaign and to get a clear understanding of how the advertising campaign will benefit the company. As of now, it is clear why an investment in a national advertising campaign is necessary. However, it is unclear as to what the advertisement campaign would do. (Kerin and Peterson, 2010). There will be pros and cons of the advertisement campaign that will be addressed in deeper analysis.
The targeted markets for Drypers Corporation are infants and children below the ages of four who use diapers and training pants. Also, the target markets include mothers, primarily between the ages of 18 and 49, who decide on the brand of diapers and training pants. The mothers are usually the ones who make the purchase. The key place item that makes Drypers differ from its competitors is that Drypers was the first to introduce diapers that focused on skin care, in addition to diaper fit, absorbency, and leakage control. Also, its key promotion item is that it promotes itself as high quality, low priced diaper.
The recommendations for this case will demonstrate as to why or why not Drypers should move
References: Kerin, R. and Peterson, R. (2010). Strategic Marketing Problems Cases and Comments. Upper Saddle River, NJ. Prentice Hall Biesalda, A. (1996). The poop on Drypers: For Nearly a Decade, the Upstart Houston Diapermaker Cleaned Up. Then Things got Messy. Texas Monthly July 1, 1996. Terry, J. (2010). About Disposable Diapers. Livestrong.com citing websites: http://www.livestrong.com/article/74229-disposable-diapers/ No author. (2007). Should You Use Disposable Pull Up Training Pants for Your Potty Trainig Child? Kids Health November 3, 2007. Citing websites: http://www.surfnetparents.com/393/should-you-use-disposable-pull-up-training-pants-for-your-potty-training-child63/