MARKETING MANAGEMENT

BABY CARE PRODUCT

SMUFFY DIAPERS

GUIDED BY
PROF. NAVNEET KAUR


SUBMITTED BY-:
ARUN IYER 15
DARSHAN HAZARE 14
AQUIB ANSARI 02
SHAFIQ SHAIKH 42
SRINIVAS TIWARI 50
AMIT SHETYE 44

BABY CARE MARKET IN INDIA
India is one of the most attractive retail destinations around the world and hence represents a
high potential and untapped market for baby care products. With growing awareness, surging income
levels, and shifts in consumer behavior, the countrys nascent baby care market is fast transforming
into the worlds fastest growing baby care market. In addition, vast population base in the age group
of 0-4 years and parents preference to spend more on baby products will further boost the demand
for baby care products in the country.
According to our new research report Indian Baby Care Market Analysis, the Indian baby care
market has substantially grown over the past few years and caught the attention of many
international players. India continues to enjoy a healthy birth rate compared to other economies,
coupled with the increasing level of disposable income of the working class, which is expected to
help the maintenance of the growth momentum in future. It is anticipated that the sector will post a
CAGR of over 12% during 2011-2014. Presently, the growth of the industry is being witnessed from
new demand pockets, especially in Tier-II and III cities, thus, signaling growing acceptance among
the masses.
In coming years, product innovation and development will be the key focus area for most of the
companies operating in the Indian baby care products market. It is expected that most of the existing
and new entrants will try to create niche for themselves by focusing on individual product segment.
Apart from penetrating deep into urban market, rural market will also provide growth opportunities
to companies.
A recent research report Indian Baby Care Market to 2013 by RNCOS contains comprehensive
research and rational analysis on various segments of Indian baby care market, including skin care,
massage oil and diapers. It also discusses the current performance and future trend of the market. The
report comprises information on various product segments and their future scope to enable clients to
align their investment strategies according to the market dynamics.
The future projections are made after analyzing current market scenario, past trends and ongoing
developments in the market. The forecast given in the report is not based on a complex economic
model but is intended as a rough guide to the direction in which the market is likely to move.
Industry Forecast till 2013
Total size of baby care market
Massage oil market
Diapers market
Skin care market




COMPETITORS IN THE BABY CARE MARKET FOR DIAPERS




The main competitors in the Indian baby diapers market are Huggies and also later Pampers also
came into the market and was giving a very tough competition to the already established Huggies
market. There are many other small companies but in al Huggies and Pampers Have around more
than 70% of the market share in Indian Diaper Market. Recently introduced Mammy Poko Pants is
also giving a stiff competition to the other two main companies.












OUR DIAPER PRODUCT
SMUFFY DIAPERS
The Main USPs of the Smuffy Diapers are
Fragranced Diapers-: For the first time in the Indian market Smuffy diapers has been
introduced in the market with Fragrance diapers. The fragrance are of a lily Fragrance and a
strawberry fragrance that would make a child remain fresh throughout the day.

Skin Peel Free-: The main problems that parents ignore diapers for their kids is because there
are chances that due to this the baby skin may become much wet and this would result in the
skin getting peeled off. The smuffy diapers has a unique absorbant system that would absorb
all the liquid and keeps the skin dry.

Itching Free-: Frequent using of the diapers causes rashes for the baby and this would result
in itching for the babies. This happens mainly due to the bacteria that affects the area in the
babies. The smuffy diapers keep the place dry and prevent the bacteria.

Fast Absorbants-: As mentioned earlier the Smuffy diapers has a unique absorbants materials
that would absorb and keep the Child dry up to 12 hours.

Direct Wear-: Smuffy Diapers also comes in easy to wear Diapers that doesnt need any
efforts to stick it or hold it for baby. This helps the parents to quickly change the diapers and
also without any much stress.

Soft materials-: The smuffy diaper cloth is made up of fine fabric that makes the child
comfortable to wear it and also its very soft that even the child enjoys it.

Coloured Diapers-: For the Smuffy diapers it comes in three colours. Attractive pink , cool
blue and natural white. The coloured diapers attracts the child and child would not give much
problems while wearing it.


BRAND POSITIONING STATEMENT
From Newborn babies to toddlers. Smuffy diapers helps to lock away
wetness and stop leaks.


TAGLINE-:
WE ARE BUM GENIUS
The usp of the product is been clearly given in the brand positioning statement i.e. it stops leakage
and it keeps th baby dry upto 12 hours. Also the diaper market has a separate diapers for the toddlers.
Smuffy diapers also has the specific type for the toddlers.

Current product offerings
The smuffy diapers are now available in the market in three different sizes
1. Small-: This is around diameter of 3 inch. This is mainly for the toddlers and the babies of age
around few months to 1 year.
2. Medium-: This is around 5 inch diameter in size. This is mainly for the babies in age 1 year to 2
year.
3. Large-: This has a diameter of 7-8 inch diameter in size. This is for grown up babies of age above
2 years.
TARGET CUSTOMERS