Pipers Inc. offers a great selection of diapers to its customers. It offers high quality diapers, made out of 100% organic and natural and recyclable materials in the marketplace. Our mission statement which is "To give parents an top hand in bringing up their children", and we try and only create products that do that.
Our main customers are parents, but more importantly current mother and mothers to be, who a superior quality need diaper, with more absorption, stretchiness, and with the colour changing feature that is only available inside our diapers.
Since there already are several diaper companies out there, you will see a great deal of competition, especially with Huggies and Pampers. But since there is no other company that has our unique feature, there will be little or to no competition with a diaper that has our feature.
We have also completed research/questionnaires and other styles of research, such as research done by other companies. The principal research we will be done through surveys, and we'll be doing random screening on 10 new parents with a month value of diapers and asking them to fill out a questionnaire on their experience and suggestions for our product. The extra research we'd use would be to look research done by our competition; secondly we will look at internet directories and gather information on our competition and exactly how their products are doing.
Our diapers also have the unique feature where the diaper changes colour when the baby uses it, so the parents know whenever a baby has done with a diaper and needs the diaper to be altered. This benefits both parents & the infant by allowing parents to react quicker and supporting the infant by decreasing the amount of discomfort the baby feels with the business inside. Also others do not offer as high of quality diapers as us, which can be also very green and special features.
Our product will be distributed through indirect stations, and will be using intermediaries like wholesalers and sellers. We will have an exclusive distribution policy in which we will have a special offer with Wal-Mart, in this deal Wal-Mart with receive the privileges to be the only merchant to market our diapers. Our products will be carried in an activity called containerization through pickup trucks, trains and ships. Our customers will be come to by advertisements on tv set, radio, billboards, publications, and websites. These advertising will feature models, celebrities, and pictures of happy newborns in our diapers.
The cost of 1 diaper is $0. 60, but our diapers will be bought from deals of 12, 24, 48, 72, at a price of $8. 00, $15. 00, $29. 00, $44. 00 respectively. We are using marketing skimming at our rates strategy, where we will fee a high price for a product before it gets into the market.
The target market for our product is to add parents of both genders, whose ages are ranging from 18-40. We are going to be mostly targeting moms and mothers-to-be. They could be of any ethnicity or culture. Their income level doesn't have to be too much, but must be around average income of Canadians, as the expense of the diapers is not too expensive, but costs more than the average diaper. For geographic, we are considering marketing to metropolitan and suburban locations. Our product is merely available in Canada and the US. Their beliefs, viewpoints and interest won't matter because diapers are a dependence on children, but for the person who will be changing the diapers the psychographics the people that are interested in knowing things fast. This may include, if it is eco- friendly. More parents will be interested in our product since it is 100% eco-friendly and allows the parents to find out when to improve the diaper before it is too past due.
As a business, we are going to face many opponents; some direct and more indirect.
Pampers: Pampers is a very hard company to compete against, as it is a reliable family brand that is running a business for more than forty years. They have many types of disposable diapers that contend with us, but most commonly Pampers Cruisers. The product has a good image that it built of many years. This product has much power, but usually it is a cheap diaper that uses good quality parts. A weakness is that it is much less absorbent as various other brands of diapers in the market.
Huggies: In the same way Huggies has generated itself to be a reliable family brand that has been in business for quite some time. There is also many lines of disposable diapers that they sell, Little Snuggler Diapers. It is an extremely confortable diaper which allows a whole lot of extending and motion. But once more, it does not offer all the absorption as other brands.
Luvs: A corporation that started recently has gained a big portion of the marketplace very quickly. The products are smooth and smell fresh, are incredibly absorbent without a lot of large, and have stretchy features. The products have no large flaw.
Seventh Generation: That is another pretty new company that is based around environmentally friendly products. Its products are chlorine free and are softer than almost every other products out in the market. A few imperfections include that it's neither stretchy nor very absorbent.
gDiapers: These are also very environmentally friendly diapers that are flushable. They are constructed of biodegradable material that decomposes in a few years. A weakness with the product is that it is not as gentle or absorbent as other diaper brands.
Enfamil: Enfamil is a reliable baby food brand. They offer products for newborns throughout their development. They lack ad, but often are successful because of person to person.
Johnsons: Johnsons is an extremely famous company that is in business for most ages. Their baby engine oil products are now a reliable family product. You will discover no known weaknesses with this product.
Green Baby Clothing: THE CORPORATION offer a wide variety of cloths made from organic bamboo and hemp for children of all ages. It helps the environment as it is organic. It could only be ordered online though, which is its weakness.
Baby Wipes: Baby wipes are some of our indirect competition. They may be cheap products that clean baby. They are simply simple to use, but sometimes contain tough chemicals.
Nuk: Have trusted products that are safe and effective. Their products have a unique condition that helps the baby's dental development. You can find no known weaknesses because of their products.
The most important research we will be doing is to create surveys and asking random parents to load them out. After a certain amount of studies, we will review the results (The questions asked in the review and results can be seen in the appendix). The next thing we are doing is to gather 10-25 new parents to check our diapers. They'll be given diapers for 1 month and at the end of the month, we will ask them to complete a questionnaire on their experience and offer suggestions for our product. The extra research we would use would be to use previously done studies by other companies, such as Huggies and Pampers, and look at the feedback. We will then compare it to ours. We could also check out internet databases, which can offer our information about businesses and our direct and indirect competition.
The brand of our own product is "Change 'ems" which is a product-dominant brand name. We are by using a happy baby on out packages to show that our products make babies feel better than other products out on the market.
We are going to be co-branding our products with UnileverTM, the business that owns DOVETM. We will be placing DOVE Baby Cream within our diapers and use their logo on out packages. This may cause an increase in sales, as you can consumers are more likely to buy our products when it includes DOVETM in it, which is a trustworthy family brand. Some of the profits will be paid to UnileverTM.
Our slogan for our product is, "So you know, when they go".
We will be offering numerous resources, including Form, Information, Place, and Time Resources.
Form Utility: Our diapers are going to be made up of several components, which include the super-absorbent pad, the elastic band, the non-woven fabric, and the litmus paper. We will be using the litmus newspaper as our indicator; showing when to change the diaper. The others are common components of any diaper. The colour of our own diaper is simple white. The look of the diaper is similar to other diapers being released by our competition.
Information Electricity: Each of our individual plans have directions on how to apply the diaper, some warnings and other info. We have also created a mobile phone line where customers can call us and give their reviews and a site in which customers can easily see all types of information regarding products; and a place to leave responses.
Place Electricity: Our product is going to be sold through our website, Wal-Mart, Costco, and other common merchants.
Time Tool: Our product will be sold 24/7 on our website, so customers can buy our diapers anytime. Several stores that also sell our product will most probably 24/7, such as Wal-Mart.
The positioning strategy that we will use for our product is price setting. It is because our product is a superior quality diaper and a special product. Unlike any diaper out, Piper's Change'ems comes with the revolutionary feature to improve colours when it's used. It has additionally been created so that it offers more dryness (Potential Dry up) than our opponents, is softer than most competitive diapers, and has ultra stretchy sides that provide babies the freedom to go and play. Thus it is a high quality product.
Each individual diaper will be packaged in a vinyl cover, which will prevent any damage being done to the merchandise. On the clear plastic cover, there will be the logo mentioned above, instructions, and other information regarding the diaper. There may also be a picture of a happy baby in our diaper. Since the product is not bought from individually, it has been put into containers that are being sold. There are many choices for the box that can be bought, as it comes in a 12 pack, a 24 pack, a 48 load up, and a 72 pack. The field will have our brand on it again, with more information on the diaper, and a picture of the same happy baby. By placing a happy baby on the box, will make it more attractive to any possible customers. Each container is going to be made of 100% recycled materials, and this will be shown on the field. Each plastic material casing is also heading too made of recycled plastic. This presentation will be convenient to consumers as they can purchase a pack of how many diapers they are going to need and they're easy to open
Price of product
The cost per one diaper will be $0. 60, but we will not selling diapers individually, but rather in packaging of 12, 24, 48, & 72. So the costs for 12 load up - $8. 00, 24 load up - $15. 00, 48 load up - $29. 00, 72 pack - $ 44. 00.
We are going to be market skimming, as our charges strategy to sell our products to retailers and our vendors will also use the same prices strategy. We believe that our product is of high standard and has a right to be priced greater than other brands, such as Huggies and Pampers. We also think that we can capitalize on the merchandise distinctiveness, because of the fact we are the first ones release a something that has features such as indicating when the diaper must be modified.
We haven't any pricing procedures, but we will charge a higher price, because we assume that there could be large amount of folks that are willing to pay bit more for the special feature we have in our diapers.
Channels of Distribution
We are going to use indirect channels, we are going to be offering to both vendors and wholesalers but mostly Costco, and Wal-Mart. Fundamentally we will use intermediaries (wholesalers and sellers).
We are going to be using exclusive syndication, in other words we are just going to make our product available to customers at one dealer which is Wal-Mart, we want only 1 store to market our product because Wal-Mart is a well-established store in the united states (Canada and USA) and people go there for most different things and you will be subjected to our product and if they like they have got nowhere else to choose the diaper so they have to go back to Wal-Mart. We didn't choose to sell our product somewhere else because we are going to make a package with Wal-Mart so that people can get some good money in go back for a certain amount of sales and in exchange Wal-Mart gets exclusive privileges to be the only store to market our diapers. Making our product available at only 1 store also we can save on travelling costs because of the fact we are just shipping to 1 store.
We are going to use trucks, trains, ships to move our product to the countless Wal-Marts across both factors of the boundary. When we are carrying our product we use containerization, which the process of carrying cargo in large storage containers because our products are going to be in boxes with our diapers packed in them.
Our promotional strategy will involve a large range of television ads, with models showing our diaper over a baby. They will display adoring and caring personalities towards their children and make the diaper and the brand seems delicate and then for parents who look after their infants. Billboard ads put around apartments, large cities and highways will also be used to attain mothers and fathers on their way to work. There may also be advertisements on numerous radio stations, such as 680 Information. There may also be ads on websites, such as Hotmail. com, Facebook. com, and Youtube. com.
We will advertise our product by offering coupons to your email list on our website and through kiosks at major shopping malls surrounding the major metropolitan areas of Canada and the Us. We will also advertise the actual fact that people use special dove moisturizers in our diapers to ensure comfort in every advertisements. We will also have a contest, in which the winner will succeed free diapers for one (1) time.
For publicity, we will donate diapers to orphanages across the US and Canada. This will help us create a positive image for our company, with parents; displaying that we treasure the children round the world. This may also create the image that we are a sort company that helps other our in big trouble. Also we will contribute a free large pack of diapers (72), as well a $100 dollars gift license for products from our web store to the parents of the first baby given birth to in Canada and the US.
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