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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......

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Approximate Pages: 4 (250 words per double-spaced page)

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