LET’S HIT THE GROUND

RUNNING
TEAM REDBULL x BUMBERRY

Team Members-
1. Anushka Sharma
2. Aavya Goyal
3. Isham Sapkota
4. Muskan Tanwar
5. Varun Valecha
6. Sanvi Khandelwal
MARKET ANALYSIS (10-12% CAGR)
In order to estimate the size of cloth market in India , we have taken the approach to calculate the TAM,SAM,SOM for Bumberry
TAM
Total Addressable Market:
Total number of potential
customers* Average Revenue Per
User
With the help of growth rate of
India and the population data,
Total No. of potential customers
(Children in the age group of 0-3)
= 250 million users.
ARPU = ₹6251
TAM:
250 million * ₹6251 = USD 19.64
Billion
MARKET Parental
AND COMPETITORS ANALYSIS
Market Analysis Awareness
SAM
Serviceable Addressable Market:
1.Income factor:
Weighted average of income
groups to come up with the
figure of children who actually
use diapers
= 21%
2. Share of cloth diaper:
Revenues of top companies in
cloth diaper segment
= 1%
SAM:
TAM* 21%* 1% = USD 41
Million
GTMAwareness
STRATEGY MARKET ENTRY MODELS REVENUE ANALYSIS COST ANALYSIS COLLABORATIONS
Offline International Markets
SOM
Serviceable Obtainable Market:
For SOM, the penetration rate of
Bumberry has been used.
Bumberry has 9 active
competitors out of which it ranks
2nd .
We have assumed its penetration
rate to be 25% based in the
competition and its existence in
the market
SOM:
SAM* 25% = USD 10.25
Million
Marketing Campaign Implementation TimelineOUTSOURCING
01
PARENTAL AWARENESS
Tailored recommendations for Bumberry to increase awareness among the parents.

PARENTING WORKSHOPS DISCOUNT & INCENTIVES EDUCATIONAL MATERIAL

• Organizing workshops at local parenting • Offering discounts or incentives for
centers, community events, and baby fairs parents who choose sustainable products
to educate parents about sustainable
options. .
• Collaborating with retailers to feature
• Provide hands-on demonstrations of cloth sustainable baby products
diapering techniques.
.
. .
HEALTH PROFESSIONALS CHILDCARE CENTRES
• Work with healthcare professionals to • Partner with daycare centers to promote
promote the health benefits of using sustainable practices and provide
environmentally friendly baby products. educational materials for both parents
and childcare providers.
• Provide informational materials for • Offer training sessions for daycare staff
pediatricians to distribute to new parents. on the use and benefits of cloth
diapering.
.
• ORGANIZATIONS
Provide hospitals and maternity wards
with educational materials about
sustainable baby products.
• Distribute samples or discount vouchers
to new parents.
ONLINE PLATFORMS
• Develop interactive websites or apps
that provide personalized information
on the environmental impact of baby
products and offer solutions for a
more sustainable lifestyle.

Market Trends Parental Awareness Offline Awareness International Markets Marketing Campaign Implementation Timeline 02
OFFLINE PRESENCE IN NORTH INDIA

MANUFACTURING STRATEGY- LOGISTICS STRATEGY

To cut logistics costs arising from transportation from As Bumberry expands, outsourcing packaging and
Kochin, Kerela to New Delhi, Bumberry should open logistics to local distributors in Delhi, Lucknow, and
a smaller production unit in Madhya Pradesh. Jaipur optimizes efficiency.

Leveraging its strategic location and bamboo This strategic move allows Bumberry to focus on its
resources, this move reduces costs and enhances core strength—manufacturing high-quality cloth
competitiveness and manufactures good quality diapers—while benefiting from the expertise of local
products by cutting transportation costs. partners for seamless delivery.

DELIVERY STRATEGY
10
Pediatrician’s Clinics
Bumberry should gradually enter the North Indian %
of
ex
market, starting with populous cities like Delhi, ist
ing
Lucknow, Jaipur, Chandigarh, and Ahmedabad. p la n
ts Hospitals
Based on demographic factors, an estimated
1,240,000 children in these cities use diapers. To
meet this demand, Bumberry can establish a new Retail
production facility with a 500,000-diaper capacity,
Existing Plant New Plant

Market Trends Parental Awareness Offline Awareness International Markets Marketing Campaign Implementation Timeline 03
DEMAND IN NORTH INDIA- CALCULATIONS
A guesstimate as to how many diaper users exist in Key North Indian Cities

Key Assumptions
1. Only 5 North Indian cities have been considered

2. Kids lying between the age group of 0-3 years are

considered on the basis of birth rate and total
population

3. %age of users is subjective to the income levels in the

city
Delhi Lucknow Jaipur Chandigarh Ahmedabad

Market Trends Parental Awareness Offline Awareness International Markets Marketing Campaign Implementation Timeline 04
Entering International Markets both Offline and Online
Recommendations to enter international markets through online marketplaces

Embrace Pricing Leverage

and Amazon's
Localisation
Payment Fulfillment
Tailor advertising campaigns, Provide customer service in local Network
product descriptions, and images to languages to address queries and
resonate with local customers. concerns effectively.
Adapt your product descriptions, Competitive pricing + multiple
packaging, and customer service to Utilize Amazon's FBA (Fulfillment
payment options to accommodate
cater to the specific languages, by Amazon) service to streamline
various regions
cultural preferences, and international shipping and logistics
regulatory requirements of each
target market.
Branding and Multilingual
Marketing Support

Identifying selected regions where there is a high demand for cloth diapers and expanding there offline.

• The regions with the highest demand for cloth diapers are North America,
Europe, and Asia Pacific.
• Expanding offline in these areas would require a systematic and planned
approach, where the most important thing would be to create brand visibility
in their markets for which the following methods would be adopted-
• Partnering with local retailers and distributors.

• Offering incentives and promotions

• Participate in any social event like fairs, exhibitions

Market Trends Parental Awareness Offline Awareness International Markets Marketing Campaign Implementation Timeline 05
DESIGNING IMPACTFUL MARKETING CAMPAIGNS
Tailored recommendations for designing impactful market campaigns.

• Optimizing platforms with better and crowd

attracting hashtag(“#chailddevelopment” even
the smallest error can cost the page optimization
opportunity.) • Finding a crisp and stable content theme amongst
memes, infographics, photography, posters etc.
Platform Optimization • Maintaining a Bumberry specific social media color
palette aesthetic.

• Understanding that different platforms cater to

different strata of audiences and posting platform
Content Strategy
complementing posts than similar posts on all
platforms.
• Posting and handling more interactive posts,
Consistent Branding stories, collaborations, meet-and-greets, events
and promoting them across all platforms.

• Investing in-app features of Facebook, Instagram,

and YouTube to build on digital marketing bolstering
Engage and Interact
growth with impactful advertising at minimal cost.

Paid Advertising

Market Trends Parental Awareness Offline Awareness International Markets Marketing Campaign Implementation Timeline 06