Drypers Case

Currently, Drypers only spends $3.2 million on advertising. Drypers has been advertising through grocery stores and print media, such as magazines, newspapers, coupon books and direct mail. Under the $10 million advertising budget, Drypers will have the opportunity to reach out to millions of consumers through television advertisements globally, which will help increase brand awareness immensely. On the other hand, Drypers competitors; Kimberly Clark and Proctor and Gamble are spending around $57 and $52 million respectively on television advertisements, hence the reason why both combined are enjoying the market share of 78% for

disposable diapers and training pants, where as their printing advertisement budget is almost one-third of that at $18 and $16.8 million respectively.

Exhibit 2 below displays that Kimberly Clark and Proctor and Gamble have shifted their prime source of advertisement and have used television advertisements as their prime source of advertising.

Nundies was launched by a public relations agency in 2006. The agency introduced Nundies to New-York City based retail buyers for women boutiques and specialty shops as well as lingerie editors at fashion and retail trade magazines. Complimentary feature articles about Nundies were placed in magazines such as Women's Wear Daily, Southern Vanity, and Fashion.

Five regional manufacturers' agent organizations that specialized in women's apparel and accessories were responsible for the distribution coverage of Nundies among women's boutiques and specialty shops. AMI supplied each manufacturer with product information and sales materials.

Currently, sales associates are not suggesting Nundies to consumers and placement of displays are