Drypers Corporation Case Study

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Drypers Corporation Marketing Plan – Summary Submitted by: Edwin Banarjee 1. Facts of the Case I. Drypers Corporation is a producer and marketer of premium-quality, value-priced disposable baby diapers and training pants sold under the Drypers brand name. II. Drypers also manufactures and sells lower-priced disposable diapers under other brand names Comfees. III. Drypers Corporate headquarters are located in Housten, Texas IV. The company leases manufacturing, distribution, and administrative space in 9 locations in the United States, Brazil, Puerto Rico, Argentina, and Mexico V. Drypers Corporation is the exclusive private-label supplier to Wal-Mart stores in Latin America and also supplies Drypers premium-branded products to Wal-Mart stores in Latin America. VI. The company’s foreign-produced and exported products are sold in over 28 countries 2. Areas of Consideration through SWOT Matrix. Internal Factor Strengths Weaknesses Management Drypers Corporation is the producer as well as the marketer of their own 2 kind of products. Its Less aggresive of promoting the products may cause them the less awareness in the mind of customers. Offerings Drypers Corporation is producing 2 kinds of products, Baby diapers and training pants under the Drypers brand name and have other 3 products under the different brand name, Comfees. Less familiar with the brand name since others are more well-known. Marketing Drypers has demonstrated an ability to shift the ground rules in diaper marketing through product innovation. International marketing efforts have focused principally only in Latin America. Finance Drypers has a strong cash flow, along with sales growth, that enabled the company to raise $115 million in capital through a bond offering. The aggresiveness of promotional spending and pricing by the competitors had affected and dampened the

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