Professional Documents
Culture Documents
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CHANAKYA S. GURRAM (13)
DEENAN RAVINDRA (14)
DEEPANSHU GUPTA(15)
DEVOTTAM BHATTACHARYA(16)
DIVYA KHANNA(17)
GEETIKA MISRA(18)
2. Who is the target customer of Rash guard? How often will they use Rash Guard?
Ans. The parents of kids under the age of 5 years are the target customers of Rash Guard. The
frequency with which they would use rash guard depends on the age and sensitivity of
their kid. For a 0-3 month baby the typical usage would be 9-10 times a day and that
number would decline to 3-4 diapers a day for a 3 year baby. Here we assumed that the
parents brought the rash guard diaper everytime instead of a regular diaper just to prevent
their kids from getting a rash.
3. Suppose every Rash Guard customer uses Rash Guard for diaper rash prevention. How big is
the market opportunity for Rash Guard?
Ans. In 1999, there were about 19 million children aged below 60 months, out of almost 60% of
children aged 4 to 15 months suffered from diaper rash almost two times a month. Also,
diarrhea was a common cause of diaper rash which affected almost 70% of children; so the
market for diaper rash accounted for about 4 million children who suffered diaper rash of
any sort and will use Rash Guard to protect themselves from it.
4. What is the cost of Rash Guard when it is used for prevention? What is the cost of Rash
Guard when used for treatment? What is the cost of current diaper rash treatments?
Ans. The cost of Rash Guard is 14% premium over normal diaper, so the cost of Rash Guard
diaper would be around $0.32. The cost of Rash Guard when used for treatment was
around about $2.25 per ounce of ointment that was applied when a child suffered from
diaper rash. The cost of current diaper rash treatments amounted to about $24million for
the year 1996. Every parent was skeptical about that time of using diapers and preventions
and went to consult doctors for its prevention.
We can bank upon the guilt factor that parents experience when they
are unable to prevent the health issues suffered by their infants
Also position ourselves as money saver as compared to the extra
expenditure done by them
Positioning
Durex has mainly focused on the urban working class,upper white class and
high society swarm situating itself as "Fun"
The influence of the brand's value from its stature as the worlds leader in the
International business helped it being seen as a trustworthy brand
Differentiation
Its primary focus is on safety, but also shifting towards enhancing pleasure
with newly flavoured and differently shaped condoms
Extras such as lubricants, vibrators and erotic back rub gels are packaged
along with condoms and sold at a marked down rate to expand deals and
consciousness of the brand
2. Cadbury
Positioning
Differentiation