Drypers Corporation

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 worthy of purchasing. The following factors are determinants that Drypers should consider:

1. There is a demand for diapers and training pants.

2. Drypers is consistently innovating and redefining their products to differentiate themselves from their competitors. This is a fact they can present in commercials.

3. Because Drypers is differentiated from their competitors and also has acquired major licensing deals with high dollar characters, they will be able to advertise these key points.

4. Drypers creates products that are in demand. Consumers are very health conscience. Drypers was the first to create products with Aloe Vera.

To determine if the advertising is an opportunity the objective task approach can be defined as:

1. defining the communication objectives

Drypers wants to create a television campaign in order to increase awareness and create brand recognition of their product. After brand awareness is achieved this will decrease promotion driven sales, boost demand and help them to establish relationships with mass merchants.

2. identifying the tasks needed to attain the objectives

In order to achieve the television campaign they must wean away from promotion driven sales. They must also implement a pull communication strategy that will peak interests among consumers to purchase