Custom Drypers Case Analysis essay paper writing service

← Evaluation of the Model of the "Self"Corporate Social Responsibility →

Buy Drypers Case Analysis essay paper online

Drypers Case Analysis 1. Evaluate the impact of the $10m national advertising campaign undertaken in 1998. The $10 million advertising campaign is likely to produce a positive effect for Drypers Corporation. However it is impossible to state whether it will be as successful as it is anticipated to be. In other words, the company has never invested in the TV advertising campaign and it has always heavily relied on the other sources of promotion (newspapers, word of the moth, etc), therefore it has less expertise in this area. To continue, as Procter & Gamble along with Kimberly Clark started occupying considerable shares of the market, Drypers realized it had to change its strategy not to be outplayed by these rivals. The top management of the corporation strongly believes that the investment in a national television campaign to build brand awareness is key to achieving full product distribution and higher overall sales. Yet establishing a widely recognized brand name can only be done by offering special features to the customers, the characteristics, which the competitors do not have. Speaking about the overall effectiveness of the TV advertising campaign, it has to be noted that Drypers may have run into a potential problem, which can only become evident a few months after the campaign begins.
Get a Price Quote:
Type of assignment
Title of your paper
Spacing
Writer level
Number of pages
Timeframe
Currency
Total price
 
The Drypers’ management emphasized the point of quality and exclusivity rather than money spending as the main drivers of success for the Drypers. P&G along with KC have more resources and can easily outplay Drypers if the competition is based on the amount of money spent on advertising and marketing. Even though Drypers acknowledges this fact, it still entered into the money-fuelled race with these companies. In other words, there is no guarantee that P&G will not set-up a counter-advertising campaign to decrease the positive effect of Drypers’ brand name building (it may begin a similar campaign with the sole aim of discrediting Drypers rather than increasing its own sales, it is known as brand wars). If such situation takes place, Drypers will loose, because it has less money. At the same time, TV advertising campaign is likely to bring more benefits than losses to the corporation.
Order now
2. What additional information would you find useful? Why? In order to adequately access to performance of a company and effectiveness of the particular advertising campaign, it is essential to know how the sales increased after or during the campaign. What return the company anticipated the campaign to bring and what actual return the campaign generated. Furthermore, the annual statements (Balance sheet, income statement, and cash flow statement) are needed to evaluate the overall performance of the company. For instance, the information on the company contains its EBITDA values, but this sum doesn’t’ indicate anything on its own. We have to know EBITDA margin, which is EBITDA divided by Net Sales, Net Profit Margin, etc to determine how profitable the company is. ROI and ROE are two of the most popular measures of the company’s profitability level. Apart from the financial statements, one has to know the company’s overall goals and hidden strategies to be able to assess its work properly. For instance, the company may desire to indirectly target a certain segment of the population by its campaign.
Live chat
If a person is not aware of the hidden goals of a particular campaign, he or she may consider the current strategy to be shallow or superficial. Yet, once the real goals behind promotion are known, the person understands the true value of the campaign. 3. Would you recommend that Drypers spend $l0m in national advertising next year (1999)? It is difficult to state whether 1999 TV campaign is recommended because the definite outcomes of the 1998 campaign are not available. Two issues have to be discussed here: Ad recognition and effectiveness of the Ad. Without a doubt, TV ads have higher percentage of recognition than paper ads do. However if the ad is designed incorrectly, the campaign will target the wrong audience and the ad, though widely recognized, will have little effect on the sales increase. It is in cases where recognition turns out to be low that this measure is especially helpful for diagnosis. If people don't recognize the ad after a few weeks on air, the advertiser can be certain there is something very wrong-because it is such an 'easy' test.
Order Now
In reality you will find that low recognition figures and 'wallpaper' ads like this are rare--for TV at least. Most often, 70 to 90 per cent of people who have been exposed to an ad a number of times in a TV campaign do recognize they have seen it--unless there is something very wrong with the ad. A high figure shows that the ad is capturing enough attention to get noticed and may give the advertiser warm feelings--but keep it in perspective. It is important to emphasize that this reveals nothing about the strength of any mental connections that have been established. This is because ad recognition is, in a sense, an 'easy' test, merely testing that a connection is there. It confirms that the ad execution does have some representation in consumers' memory networks. It has been seen. Establishing this is one thing. Measuring the strength of the mental connections within the network is another. At the same time it is not clear how successful the 1998 campaign was and therefore it is unclear what recommendations to provide for the 1999’s one. The rule is: if 1998 campaign proves to be successful, the 1999 one should be organized as well.

Buy Drypers Case Analysis essay paper online

Related essays

  1. Corporate Social Responsibility
  2. Quality and Quality Systems
  3. Evaluation of the Model of the "Self"
 
order now
Live chat!
Planets Live support online chat Live support phone
Our Advantages
300 Words per page
Bottom line
12 pt Times New Roman Double-spaced typed page
Bottom line
MBA and PhD Writers
Bottom line
Relevant and up-to-date
Bottom line
US Writers
Bottom line
100% Quality Guarantee
Bottom line
24/7 Support
Bottom line
24/7 Live Chat
Bottom line
Flexible Discount Program
Bottom line
ANY Difficulty Level!
Testimonials

Thank you goes out to EssaysProfessors.com writer # 2229. She did an admirable job on my paper, especially since she was given such short notice to put it all together. What resulted was an essay that I am truly proud of. Not only did I receive an excellent grade. I also received accolades from one of the toughest professors in the university. Thank you over and again for an outstanding job. I truly do appreciate it.


Sandra P., Toronto, Ontario, CANADA

I ordered my research paper from EssaysProfessors.com because I work two jobs, am raising a family and going to school full time. Doing so was the best thing I could have possibly done for myself. The paper fit the required format, was written in a clear manner, had high quality research cited and was everything I could have possibly desired. Please accept my sincere thanks for doing such transcendent work. EssaysProfessors.com really is a cut above the rest.


Kevin W., Amherst, MA, USA

I cannot thank you enough, EssaysProfessors.com, for helping me as much as you have over the last four years. I have just come from defending the dissertation that you wrote for me. The committee was blown away by its quality and so was I. Your writers obviously made every effort to do an excellent job, and that is exactly the result they got.


Quincy J., Washington, D.C, USA

X
-15% first order  Order now