Drypers Corporation

Topics: Diaper, Marketing, Advertising Pages: 3 (877 words) Published: June 19, 2006
Drypers Corporation
Case Analysis
(a)In 1997 the disposable diaper and training pants was 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. (b)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 their competitors is their 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. (c) 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...
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