TenderCare Disposable Dipers(Rocky Mountain Medical Corp.)

Group PresentationAshwarj Bhargava, Ashwani Kumar, Bhishm Yadav,

Prabodh Siwakoty

Put a relevant subtitle in this line

COMPANY NAME

ABS.COMPRESENTATION HIGHLIGHTS

COMPETITORS

INTRODUCTION

SWOT & BEP ANALYSIS (HEAD ON STRATEGY)

SWOT & BEP ANALYSIS (DIAPER RASG STRATEGY)

THE TIPPING POINT

Put a relevant subtitle in this line

COMPANY NAME

ABS.COMBRIEF INTRODUCTION

Robert Morrison initiated the company in late 1982 at Denver, Colorado. It is a medical corporation focusing on medical equipment's and baby diapers.

Grew from a $400,000 company to $2.4 million company in 1984 and were expected to reach $3.4 million in 1985.

• With its phototherapy products • They treat infants jaundice,

a condition experienced by some 5 to 10 percent of all new born babies under the trade mark Alpha-Lite to hospitals

• The home phototherapy line of products was marketed under the trade mark Baby-Lite

Put a relevant subtitle in this line

COMPANY NAME

ABS.COMAREA OF OPERATION

USA

CALIFORNIA

Put a relevant subtitle in this line

COMPANY NAME

ABS.COMCOMPETITORS

PAMPERS

Market Share1984: 32%1985: 28%

HUGGIES

Market Share1984: 24%1985: 28%

LUVS

Market Share1984: 20%1985: 20%

OTHERS

OTHERS

Market Share1984: 24%1985: 24%

SWOT & BEPANALYSIS

HEAD ON STRATEGY

Put a relevant subtitle in this line

COMPANY NAME

ABS.COMSWOT ANALYSIS

01• Unique Product• Touch Test• Effective Promotion Campaign

STRENGTHFirst of It’s Kind

Huge Cost of Marketing

Standing out of The Crowd

Big Sharks in Small Pond

03OPPORTUNITY

• Kept in same price segment• Discount Coupons• Stay ahead

04THREAT

• Less quantity with same price• Competition from Big Players

02 • New product in existing market• Advertisement is Variable CostWEAKNESS

HEAD ON STRATEGY

Put a relevant subtitle in this line

COMPANY NAME

ABS.COMBREAK EVEN ANALYSIS

TARGET MARKET

CONTRIBUTION MARGIN

BREAK EVEN POINT

P&G spends annually $40Mn & Kimberly – Clark spends $19Mn11% of $19,000,000 : 2.09 MillionAssuming Rocky Mountain spends 50% on advertising on 60:30:10 ratio2.09/2 : 1.045 Million (Total Cost)0.03 Cent

1.045 Mn / 0.03 : 34.833 MillonTotal cost / CM : BEP

HEAD ON STRATEGY

SWOT & BEP ANALYSIS

DIAPER RASH STRATEGY

Put a relevant subtitle in this line

COMPANY NAME

ABS.COMSWOT ANALYSIS

01• Daily used product turned to

be medical product• Recommended by doctors

STRENGTHYou need it

Pending Approval

No one claiming “We are Rashes Proof”

Big Sharks in Small Pond

03OPPORTUNITY

• Creation of new segment• No competitor for this product

04THREAT

• Chance of losing first movers advantage

• Competition from Big Players

02• Entry into unknown territory• FDA approval pending

WEAKNESS

DIAPER RASH STRATEGY

Put a relevant subtitle in this line

COMPANY NAME

ABS.COMBREAK EVEN ANALYSIS

TARGET MARKET

CONTRIBUTION MARGIN

BREAK EVEN POINT

No. of doctor & nurses in USA: 400,000No of Doctor and Nurses in California:

11% * 400000 : 44,000 Mailing List 60/1000*44,000= $ 2640Cost to print and Mail : 250/1000*44,000= $11,000Cost of including diaper = 400/1000*44,000 = $ 17600Cost of demonstration = 6*22,000 = $132,000Total Cost = $ 163,240

0.09 Cent

163240 / 0.09 : 1813777.7 (1.8 Million) Total cost / CM : BEP

DIAPER RASH STRATEGY

THE TIPPING POINT

Put a relevant subtitle in this line

COMPANY NAME

ABS.COMWHY HEAD ON

Direct ImpactOn Customer

Large Market Penetration

If Successful,Prominent companyGrowth

Global Reach in Near Future

HEAD ON STRATEGY

Thank You