Cosmo Care

Post Dry

BY,SEMA FARHOUD

Post Dry

Product situation: Competitors:

Regular pads• Always• Cinderella• Private• FinePrice : from 3 le :9 le

Special Pads:• Lotus• Baby handyPrice: from 16 le : 20 le

Strengths Well accepted by Consumers Better quality, Super dry Softness Sticker

Weaknesses Limited product exposure. Weak stickers , causes uncomfortable feelings.

Opportunities Limited info regarding to the moms’ when it comes to any product. Capability to establish a very wide market. Usability from different Consumers sectors.

Threats Strong Competitors. Limited Market share.

SWOT

Where to find

Hospitals Drug stores Hyper Markets Kids & Moms’ Malls

Where to Market

Clinics Nurseries ( sponsorship for events such as mothers’ day ,

baby day , orphans day). Magazines. Special Magazines for babies & mothers. Talk shows ,special shows, special channels. Social Media (SEO & E.marketing). Women Associations (for care & awareness – events

sponsoring). Hospitals. Drug stores. Hyper Markets. Kids & Moms’ Malls.

Brand Positioning

Life style Diver

Price Leadership • Equality

Attribute Affordable

Competitors • Lotus• Baby handy• Regular pads

Occasions • After delivery• Bleeding

Users • 19:24• 25:34• 35:44• <44

Quality Fair to the Price

Brand Positioning

Expected Best selling Timing per consumer

Best Timing

• First 10 days after delivery

Mid Timing

• Next 10 days after delivery

Weak• Consumers start using regular

pads with lower price.

Marketing Policy

Massive and aggressive campaign using 360 degree IMC.

DRY POST

The aim of the Campaign: the main objective of the Company as a business entity is profit

maximization creating awareness informing and educating consumers and buyers encouraging a liking for the company’s products over

competitors encouraging product trial among potential new customers increasing short-term sales reassuring customers and reinforcing their particular desirable

buying behavior generating information from customers creating sales lead

Campaigns’ Goals

Main Ideas The main ideas that should be mentioned and clued in every

Marketing tool: Supportive Freshness Happiness Comfort Free Clean Safe Healthy Soft

Supporting Natural childbirth and profiling cesarean delivery

postpartum depression supporting program. Before pregnancy & delivering program.

Main Causes (BE THERE)

Natural delivery

• With natural delivery women uses more pads.

Supporting Natural delivery

• Means selling more , & supporting natural methods

Marketing

MARKETING IDEAS

1-What to Expect – Manual Guide

“What to expect” is a small guide to be delivered for free in every clinic & drug store to all pregnant women. ( to be handled or to ask for it)

What’s in it: (using experts opinions) Starting from what to expect and not to expect at the beginning of your

pregnancy. Myths and misconceptions. How to keep yourself strong and healthy during the pregnancy time. The changes in your body during the pregnancy and how to deal &

adapt. What to expect from your body after delivering. Be ready and comfort (to mention Post dry & disposable wear) & FEAR

of not being on control: Your bag and what is needed for you and your baby. How many you might need. Where to find/how to order How to use.

Your baby and how to deal with a new born. Baby shots. Enjoy your motherhood with these tips.

How it looks: It’ll be around 20 pages. Almost A5 size Strong &weighted paper material. (250 g) Colorful. Wealthy information. Very supportive.

What to Expect

2- The Web Traffic

The site should include:

1. a subscribing link for: Women & baby health tips. From where to shop for you & your baby during & after

pregnancy. A delivery Calculator to each women enters her pregnant date

and a reminder for baby shots.

2. Hospitals Guide in Every area in Egypt.

3. Doctors Guide for doctors details using dynamic tool (self filling) by the meant person.

Using SEO & E.marketing to attract consumers who surfs any of the above.

This will help to: Advertise the company products & the latest promotions. Product awareness ,preferably & loyalty. Adequate data for doctors & patients. Areas and Consumers Statistics. Surveys.

THE GREATEST GUIDE FOR WOMEN

3- Skating Pallet Dancer – TV & Internet

What is it: a 30 sec ad. Black & white. The shape of the ballerinas’ body is what every women want to

see specially after delivering! These ideas must be focused in the ad

Smooth movement- Support – Softness – Strength – Power - & Control

Through :

1) the movement of the dancer.

2) the ice

3) the voice of the advertisee as a back ground, the voice is strong, comforting and calm.

The mentioned focused ideas should be followed in sequence as a describe of the product.

The Brand name (Dry Post) comes up at least at the last 10 sec as the ballerinas’ Secret

The ballerinas’ suit is black shaped as pad by two simple white lines.

THANK YOU