Marketing Strategy Adult Diaper

Topics: Marketing, Marketing strategy, Diaper Pages: 11 (2902 words) Published: November 14, 2010
Marketing Strategy Report

Submitted to
Prof. Beena Mathen

Complied by:
Group 1
Calvin Pinto| |
Fedora D’souza| 76|
Samir Vele| 108|

| | | |

Table of Contents

Index| Page No.|
| |
About the project| 01|
Objective| 02|
Vision | 03|
Mission| 03|
Market Strategies| 04|
Positioning| 05|
4 P’s| 07|
Financial Analysis| 13|
BCG Matrix| 15|
Competitive Analysis| 17|
Future Scope| 18|
Reference | 19|


It is known that in a country like India, hygiene is a factor given prime importance especially relating to ones bathroom habits. But as one grows older, relieving oneself becomes more tedious and difficult. This project thus deals with a business analysis relating to the manufacturing and marketing of adult diapers. We believe that it is an untapped market with a lot of small players that are scattered throughout the country. Also, besides foreign players, there are no branded national players in the market. So, it provides a lot of opportunity to new players like us to establish ourselves in the market. This project includes the vision, mission, objectives, marketing mix, financial analysis, BCG Matrix and Competitive Analysis for the product.

Our primary goal will be to establish and strengthen our existence in the market, which will be bestowed by the business environment in which we function. We realize the fact that for us to prosper in this relatively untapped market there is need to be flexible and responsive, to delight our customers by providing them with what they want, when they want it and in the exact quantity. Our business strategy will revolve around the need to provide quality disposable adult diapers to the various institutions and wholesalers that need them, in the process of fully satisfying their requirements. This shall be undertaken through adequate training and recruitment of a professional team dedicated to providing and catering the customer's needs. We intend to ensure that our marketing campaign increases the knowledge of our products and services to the various market segments we shall be targeting. We also intend to have well laid out introductory promotional material that will enable clients to have an understanding of the product and advantages of utilizing the product hence this will undoubtedly generate increased sales of our products.

We intend to focus on delivering quality products at affordable prices that in turn will produce good referrals, which can subsequently generate good amount of revenue over a period of time.

To create products which cater to the need of our esteemed customers and esteemed communities to live a healthy and comfortable life. Internally we intend to create and nurture a healthy, productive, satisfying and enjoyable environment, in which our employees are fairly compensated and encouraged to respect the customers' requests and the quality of the products we intend to produce. We seek fair and responsible profit, enough to keep the company financially healthy for the short and long term, and to fairly remunerate employees for the work and effort.


We intend to implement a progressive marketing strategy. In terms of marketing we intend that our name and products are marketed on an extensive basis to ensure that customers are aware of our existence. In price, we intend to offer reasonable and competitive prices in comparison to the local and foreign competitors and we need to sustain that. Our marketing will strive to ensure that we establish long relationships with clients.

Market Scope strategy:
Single Market strategy -since we are catering to niche segment of market in India whose needs are different and compliant Market Geography strategy:
Local to Regional- Primary target is to target the state of Maharashtra. In our strategy we will initially target prime cities in the state (Mumbai,...
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