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7 M a r k e t i n g M i x The company will employ the following marketing mix: Pricing of Drypers will provide value for money since the corporation willcontinue to effect prices that are at most 40% lower than the competitors. Distribution among mass merchants and drugstore chains w i l l b e increased and distribution among grocery stores will be maintained. Advertising and promotion will be gradually changed shifting from directpromotions to retailers to national TV advertisement to establish Dryper asthe brand name. Customer Service will provide venue for continuous assistance t o consumers as well as evaluation of the brands.3 . 8 M a r k e t i n g R e s e a r c h One of the qualitative research methodologies that can be done initially is theconduct of focus group discussions (FGDs) to evaluate the TV advertisements. TheFGDs will provide the company insights regarding the perception of viewers of theadvertisement especially if it is effective or not in terms of establishing the brandname Dryper. Succeeding surveys may also be done on a quarterly or semestralb a s i s t o g a i n i n s i g h t s a s t o t h e e f f e c t i v e n e s s o f t h e a d v e r t i s e m e n t f r o m a l a r g e r number of people.4 . 0 F i n a n c i a l s 4 . 1 B r e a k e v e n A n a l y s i s 17 The company will still be generating income in 1998 because there is anallotted spending of $49 million and sales that will be generated in 1998 is $ 3 8 million.4 . 2 S a l e s F o r e c a s t The CAGR over a two-year period of 1995 to 1997 is 32.3%. Using this tocompute for the sales forecast, 1998 sales forecast is $38 million.4 . 3 E x p e n s e F o r e c a s t The companys working capital in 1997 stood at about $49 million and maybe used as an amount for 1998 spending.5 . 0 C o n t r o l s 5 . 1 I m p l e m e n t a t i o n To implement the strategies that have been outlined by the corporation, therew i l l b e i n t r o d u c t i o n o f D r y p e r s S u p r e m e w i t h G e r m G u a r d L i n e r i n S e p t e m b e r o f 1998, the only diaper in the market that has an antibacterial treatment. Expansionwill also be done in countries where there is still low consumer penetration such asLatin America, the Pacific Rim and Eastern Europe. National TV advertising willpush through to establish brand name for the corporation. Additional product lineswill be introduced by 1998 year end.5 . 2 M a r k e t i n g O r g a n i z a t i o n A person must be elected to be in-charge of the marketing activities that willbe done in 1998 especially careful monitoring of sales after the TV advertisement has been introduced. A return of investment analysis should also be done.5 . 3 C o n t i n g e n c y P l a n n i n g

18 There must be other plans that will serve as a fall b a c k i f t h e T V advertisement will not prove to be beneficial to the p r o d u c t . T h e r e s h o u l d b e continued building of relationships to retailers as they were one of the reasons of thesuccess of the brands.REFERENCESThe Gale Group, Inc. 2006. Drypers Corporation . Accessed 15 July 2009 fromhttp://www.fundinguniverse.com/companyhistories/Drypers-Corporation-Company-History.htmlPalo Alto Software, Inc. 2008. Medical Billing Service Marketing Plan . Accessed1 5 J u l y 2 0 0 9 f r o m http://www.scribd.com/doc/4869611/Medical-billingservice-marketing-planU . S . C e n s u s B u r e a u . 2 0 0 8 . Current Population Reports: Marital Status and L i v i n g A r r a n g e m e n t s ( P2 0) . A c c e s s e d 1 5 J u l y 2 0 0 9 f r o m http://www.census.gov/prod/99pubs/p20-514u.pdf Investopedia. 2009. Compound Annual Growth Rate CAGR . Accessed 15 July2009 fromhttp://www.investopedia.com/terms/c/cagr.asp 19