Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Dharmendra Singh
Arvind Topno
Vishnu Priya
Shalini Gupta
Manjusha Surampalli
Biplab Das
Durga Prakash
Vaibhav Punetha
(14HS60001)
(14HS60002)
(14HS60004)
(14HS60005)
(14HS60006)
(14HS60008)
(14HS60009)
(14HS60010)
1995
1996
1997
Kimberly
Clark
37.6 %
39.6 %
40.4 %
41.2 %
Proctor &
Gamble
37.4 %
36.6 %
37.3 %
37.7 %
Others
25.0 %
23.08 %
22.3 %
21.1 %
Question 1
What marketing strategy did Drypers follow until now ?
How did they communicate to their customers and why is it
now deemed insufficient ?
Continued..
2. Advertising ,Promotion & Sales:
Print advertising in parent-oriented magazines
Coupons in daily newspapers food sections and Sunday newspapers freestanding inserts.
Large volumes of direct mail, in-store promotions and sampling in
pediatricians' offices and day care centers
Company uses in-house managers to coordinate brokerage companies that
facilitate the distribution of products through grocery stores on a
nonexclusive basis.
Question 2
Advertisement
in this case ?
Functions of Advertisement
Differentiate various product for various demographics from the
competition
Identify the budget and task
Communicate various product information
Increase brand product and loyalty
Create a new demands to differentiate the product from its
competition
Question 3
Does the proposed investment in a TV advertisement
campaign make a sense ?
Does the concentration on few months make sense ?
Thank You