Love & Green (baby hygiene): strengthening an eco-responsible marketing strategy

Since Procter & Gamble launched them in 1956, disposable diapers have become a standard on the baby hygiene market. The baby diaper market represented ¤750 million in 2011 and is growing both in volume and value (+3%). Three actors are fiercely competing (50% of the sales are on promotion): Pampers (47% value MS), Huggies (16%) the challenger, and finally PLBs (36%).
Faced with this behemoth competition, Love & Green enters the market early 2011 with an eco-friendly offer, a segment recently initiated by Naty. Love & Green complements that positioning with the « Made in France » attribute. The company combines online sales with mass retailing penetration via Leclerc. How can it strengthen its promising debut without huge marketing support?

-      Learning new information on the diaper market
-      Acquisition of new skills: implementing theoretical concepts learnt in class (case study method, targeting, positioning, strategic reflection, and developing a realistic marketing mix).
-      Ability to analyse and summarise the information supplied
-      Ability to make strategic decisions in a limited time (if used in an exam) or in looking for a compromise (if tackled in groups in a tutorial)
-      Ability to adapt marketing and e-marketing classes to the specific context of a very small company.

Strategic marketing ; Very small companies ; e-marketing/e-commerce ; diaper market

This cas is mostly targeting L2 or L3 students

Baby diapers

Case examen

A set of slides is provided to animate the case (33 slides)

Année de la problématique : 2011

Livraison : Livraison par lien de téléchargement

Nombre de pages : 35

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 52 - Commerce de détail et réparation d'articles domestiques