A marketing plan for HUGGIES® Dry Diapers

Date of Publication

2005

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Carlos Maglutac

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Luisa Chua Delayco

Abstract/Summary

The goal of Kimberly-Clark Philippines Baby and Child Care is to attain leadership in all its HUGGIES segments, namely in Performance, Value, and Pants categories. This paper focuses on HUGGIES Dry diapers. This paper aims to increase the sales volume market share of HUGGIES Dry from 4.1% in 2005 to 10.2% in 2006 thus increasing Kimberly-Clarks total diaper volume market share from 12.5% in 2005 to 18.6% in 2006. In order to attain this, reach and distribution in sari-sari stores is targeted because of its huge potential. Competitors of HUGGIES take the lead in this area giving them more reason to attack in full force. This improvement of HUGGIES Dry's distribution in downscale markets will result to bigger market share for Kimberly-Clark. Specific strategies are recommended to achieve this goal. For one, the target market will be focused on new mothers from classes C and D. Second, a diaper dispenser would make the product more eye-catching. Third, Kimberly Cart, an innovative way to reach the narrowest of streets in the city will be introduced. Fourth, because of the success of HUGGIES latest TV commercial about 2 fathers, a sequel will be produced. Fifth, sales promotion for both trade and consumer channels will be implemented. Finally, there will be an event featuring a giant photo mosaic of hugs. Advertising must also be continued to be able to create awareness and top-of-mind recall among consumers. PR programs like the proposed One Big Hug and a game segment in a selected TV show, where ratings from CDE segment is high, can create more demand from target consumers. Partnering with QTV, which caters to women, is also a good venue to promote HUGGIES since its target market generate higher brand recall among the consumers living around the area. Other strategies include producing a standardized sales kit for the distributor representatives and placing of POP materials in groceries and market stalls. With these strategies employed, sales will grow slowly but surely.

Investing on these strategies requires an outlay of Php 16, 527, 000. This includes airing of commercial, production of advertisement, promotional materials, event costs, and sponsorship. Implementation of the said strategies will result to an income of Php 49,432,168.90.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16200

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

This document is currently not available here.

Share

COinS