Nundies Paper
Nundies paper
1. Strategic issue identification
Will Mortensen, present and chief financial officer of Advanced Materials, Inc., is going to assess the future marketing channels and initiatives with a budget of $300,000 for Nundies, which is an ultra-thin nylon and Lycra liner for women who dislike visible panty lines and do not like to wear underwear or thongs.
1) Firm overview
Advanced Materials, Inc. (AMI) is principle subsidiary of Advanced Materials Group, Inc., a company based in Dallas, Texas. The company deal with various products made from specialty flexible materials, including foams, foils, fabrics, nonwoven paper products, needles felts, films and adhesives products. Large industrial customers are its main targets. For example, sales to the company’s three largest customers account for about 60%. The company achieved a sales of $10.7 million with a net profit of $850,000 in the year of 2007. Early in 2003, the goal of this company was aimed at branding its own products and converting its product development capabilities into consumer-based solutions, primarily for the medical a consumer market. The financial foundation and its branding power enable a new projectimplemention, especially when there is a potential market need to fill.
2) Nudies overview
Before launching Nundies, the company made a marketing study focusing on women between the ages of 21 and 60 with annual household incomes of $25,000 or more. And all participants held college degrees and half were single. From the result of the marketing research: 81% of women were interested in a product that provides the hygiene and comfort benefits of panties between them and their clothing, but is not underwear. 41% of women were interested in a garment-safe disposable product that adheres to the inseam of panties/shorts to provide comfort, hygiene, and protection, but no panty lines. Packaging graphics and plastic pillow package as well as the free-standing Nundies display will be popular among the
1. Strategic issue identification
Will Mortensen, present and chief financial officer of Advanced Materials, Inc., is going to assess the future marketing channels and initiatives with a budget of $300,000 for Nundies, which is an ultra-thin nylon and Lycra liner for women who dislike visible panty lines and do not like to wear underwear or thongs.
1) Firm overview
Advanced Materials, Inc. (AMI) is principle subsidiary of Advanced Materials Group, Inc., a company based in Dallas, Texas. The company deal with various products made from specialty flexible materials, including foams, foils, fabrics, nonwoven paper products, needles felts, films and adhesives products. Large industrial customers are its main targets. For example, sales to the company’s three largest customers account for about 60%. The company achieved a sales of $10.7 million with a net profit of $850,000 in the year of 2007. Early in 2003, the goal of this company was aimed at branding its own products and converting its product development capabilities into consumer-based solutions, primarily for the medical a consumer market. The financial foundation and its branding power enable a new projectimplemention, especially when there is a potential market need to fill.
2) Nudies overview
Before launching Nundies, the company made a marketing study focusing on women between the ages of 21 and 60 with annual household incomes of $25,000 or more. And all participants held college degrees and half were single. From the result of the marketing research: 81% of women were interested in a product that provides the hygiene and comfort benefits of panties between them and their clothing, but is not underwear. 41% of women were interested in a garment-safe disposable product that adheres to the inseam of panties/shorts to provide comfort, hygiene, and protection, but no panty lines. Packaging graphics and plastic pillow package as well as the free-standing Nundies display will be popular among the