Test-marketing for diapers in progress
Kimberly-Clark Lever Ltd (KCLL) is test marketing Huggies Nappi-Pads, a disposable pad-form diaper priced at a 60 per cent to 75 per cent discount to the existing premium brands, in Hyderabad. The move is intended to tap the huge potential of non-diaper users in India.According to KCLL general manager operations Rajeev Mohan, Huggies Nappi-Pads will be priced at around Rs 5 per diaper, which is far less than the premium prices of existing brands. "The aim is to convert the non-users (where the market is huge) into users by giving them an incentive on price," said Mohan. KCCL would also use this product to increase the frequency of diaper usage. Given its high price, a diaper is used only on special occasions. Currently, the disposable diapers market is very small in India. The total volumes is close to 25 million diapers valued at Rs 23 crore. The other brands in the diaper market are Snuggy and P&G's Pampers. Pampers is priced at Rs 20 per diaper. The premium price of the products is what puts off thediscerning consumer. KCLL is thus planning to launch a reasonably-priced diaper to grow and build the disposable diapers market in India. Mohan said that this strategy has been adopted by the parent company in countries like South Africa as well. Here, like India, the consumer base, who are the non-users, is huge and untapped. Huggies is already the market leader in disposable diapers for babies with a share of over 60 per cent in the Indian market. Pampers has a share of close to 40 per cent. The company markets Huggies Dri-Fit and Ultra Trim diapers which were launched in 1995.
Copyright © 1998 Indian Express Newspapers (Bombay) Ltd.
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