Topic: Tender Care Diapers
Integrated Marketing communication course:
Written analysis. Please Read the case quickly but then follow the assignment questions to assignment questions to discuss below for the write-ups:
1. Executive summary of the company – how would you describe this company? what are the essential elements to know about tis company? Describe the problem at hand in this case
2. There are three alternatives for lunching the new diaper :
(a) Go “head-on” against the existig daper giants; (b) Launch the product as a solution for diaper rash ; (c) Launch the product as a special occasion diaper for first time mothers and day care cnters ..
-Briefly explain strategies b and c, and identify the PROS and CONS of strategies b and c.
3. Describe the types of marketing communicatins that would be needed in alternatives b and c be as SPECIFIC as possible. You will need to assignment questions to discuss the target market. The type of message necessary and the type of tools that would be appropriate for each strategy.
4. Which strategy would you recommend and why?