Marketing Strategy for Products: Happy Babies Change Time Diaper Indicator Alarm, Research Paper Example

Discuss the company’s advertising strategy and how it aligns with its marketing goals.

The diaper indicator alarm has provided Happy Babies with a number of important marketing goals and objectives for the foreseeable future. Since diapers are a  baby staple, it is necessary to consider how these products might be used to promote cost effectiveness and to minimize waste. The Change Time product has been designed to ensure parents and caregivers that a baby’s diaper is ready to be changed. This prevents the baby from having to sit in a wet or messy diaper for an extended period of time. Since the concept of a diaper alarm remains relatively new and unexplored, it is necessary to approach the challenges of advertising this niche product in a way that will attract parents to purchase the product for their households. In addition, one consideration should be day care environments and other caregivers, who could use this product in order to provide the best possible for the babies that they are responsible for on a daily basis. This product’s advertising focus should demonstrate a realistic means of reducing rashes that may occur as a result of messy or soiled diapers that are left on too long. The company must advertise this product for its value and convenience for parents, caregivers, and most importantly, for babies.

Discuss how the effectiveness of the advertising will be measured.

In promoting an advertising strategy for the diaper indicator alarm, it is important to convey the most important areas that advertising will cover, including but not limited to factors that support success of the product over the long term. The selected advertising strategy should be adapted to consider the recommended retail price of the product versus its manufacturing cost, Advertising the product must be a visual and auditory experience, since the product must be described in regards to how it looks, as well as the type of alarm noise that it makes. The success of the advertising strategy will depend upon these different challenges and how consumers view the product and the chosen advertising strategy. This will be accomplished through the implementation of different marketing analyses that will be useful in determining the level of interest in the product, and the level of demand that is observed by the consumer-buying public.

Discuss the promotional strategies that may be used in addition to advertising.

One important consideration that has been proven successful in recent years in diaper marketing is considering how fathers play a role in purchasing diapers for their children (Newman, 2010). Therefore, the diaper alarm may be a good opportunity to consider the male demand for diaper products, and how this demographic might respond to this new invention, which could improve their lives. It is important to consider how promoting the diaper alarm might be effective in supporting the sales growth and level of demand for this product in different ways.  In other ways, the product might be promoted through special pricing and packaging these alarms with large packages of diapers for a special price. These product tie-ins have become very popular in other product lines, and could be a successful promotional strategy in order to introduce the alarm to the general public and to mothers and fathers. This promotional strategy provides an effective approach that will be useful in demonstrating how to move forward with the product so that it is attractive to mothers, fathers, and caregivers. In addition, promoting the product in a successful manner provides the company with enhanced visibility and exposure, particularly if it is combined with Pampers, Huggies, or other brands in supporting the needs of parents looking for ways to improve their own lives and the lives of their babies.

Develop an approach to measuring customer satisfaction with your company’s product/service.

The measurement of customer satisfaction requires an effective strategic approach that will enable the organization to capture a greater understanding of a product’s strengths and limitations. For the diaper alarm, there are many different factors to consider that are active contributors to the sale and distribution of diapers and related products. However, determining the level of satisfaction that customers possess when learning about these products and determining if they might be useful in their own lives. One important strategy to consider is the survey instrument, noted as follows: “Customer surveys with standardized survey questions insure that you will collect the same information from everyone” (NBRI, 2010). In addition, “Focus groups are good ways to get informal input from a group of customers or prospects” (NBRI, 2010). These are important alternatives that provide support to consumers in evaluating the Happy Babies alarm product. The outcomes of these strategic alternatives will be very effective in determining if those consumers that have tried the alarm product are satisfied with its features. In addition, it is important to determine those elements that will satisfy consumer expectations with this unique niche product. It is important to convey the challenges of developing this product and in attracting parents and child caregivers to purchase the product for their own children.

Discuss how gaps in customer expectations and experiences will be addressed.

In some ways, customer expectations are not always satisfied with the introduction of a product at its onset. Therefore, it becomes necessary for the manufacturer to make adjustments to the product or its marketing/promotional strategy in order to satisfy the needs of the consumer-buying public.  Once the problems with the product are identified through surveys and/or focus groups, the company must effectively respond to these challenges by supporting customer needs. Since the product may not be attractive to all parents, the company must go the extra mile in order to make the product successful in its introductory launch. These elements are very important and necessary in order to identify the areas that are attractive to consumers, versus those that are not conducive to organizational success and sales growth at the organizational level. This is an important process that will ultimately determine if there are characteristics of the product that are unattractive or undesirable for any reason. If the product launch is unsuccessful, it is likely that it will be difficult to overcome these problems in favor of supporting positive responses to the product in the future. These criteria are very likely to serve as key contributors in shaping the success or failure of Happy Babies’ latest and greatest product for parental use in the household or child care environment.

References

National Resources Business Institute (NBRI) (2010). Why and how to measure customer satisfaction. Retrieved from http://www.nbrii.com/Customer_Surveys/Measure_Satisfaction.html

Newman, A.A. (2010). Getting dad to do diaper (buying) duty. Retrieved from http://www.nytimes.com/2010/06/23/business/media/23adco.html