Drypers Corporation 1 - [Dyapers Natasha STRATEGIC PLANS...

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[Dyapers] Natasha
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April 25, 2011
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STRATEGIC PLANS FOR SWISHER MOWER & MACHINE COMPANY Synopsis: Dryper Corporation is the third-largest manufacturer of disposable diapers and related products in the United States. The company's product line includes disposable diapers, disposable training pants, and pre-moistened wipes, most of which are marketed under the Drypers name. In the diaper market, Drypers is led by industry giants Procter & Gamble and Kimberly-Clark, to which it is a distant third place finisher holding less than a 10 percent share of the domestic market. But the company has successfully created a niche for itself by creating quality products that sell at significantly lower prices than those of its competition. Drypers Corporation is generally thriving and competing into the disposable and training pants market. This market can be characterized as being composed of infants and children 4 years old and below and their mothers aged 18 to 49 years who are the main decision maker in purchasing diapers and training pants. The primary channels of distribution of disposable diapers and training pants are grocery stores, drugstores as well as mass merchants. The diaper and training pants market in the United States is a stable market so that manufacturers of diaper brands and training pants can continue to thrive in this market. However, due to lack of market awareness and tough competition with other major competitors, there has been some challenges that needs to be handled by Drypers Corporation. One of those issues that exists is the national branding that this manufacturer still lacks. National TV advertisement is one of the promotional activities that the manufacturer seeks to evaluate in 1998.
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