Rebranding Project: Diapers

By: Brenda Lenker

What make

s peopl

e buy?

• The needs and wants of the consumer.

*People use cloth diapers as a preference.

*Either you LOVE cloth diapers or you don’t.

*People in the cloth diaper industry are popularizing the diapers with awareness and the benefits of cloth.

What makes peopl

e happy

?

• The feeling they get from certain experiences.

*There are many opportunities to bond with your baby when changing diapers..

*It’s a feeling you get knowing that you are playing a big part in protecting the environment for your childrens’ future.

What make

s peopl

e learn

?

• The interest in a particular subject matter.

*The knowledge you obtain from different resources of information pertaining to promoting the use of cloth diapers.

*Understanding the benefits of the environment and protecting the landfills.

What makes people motivat

ed?

• The excitement from others.

*On April 23, there was the “Great Cloth Diaper Change” held across the country in regards to see how many people could gather at the same time to change their baby’s diaper for a world record. There was one held in Wichita, Kansas and I wish I could have attended. It would have been so cool to see the people and the excitement on their faces!

*Either you LOVE cloth diapers or you don’t.

My person

with experience?

• Dentist/mother from Hays.

*She has three small boys and has used cloth diapers on all three of them.

*She washed the diapers in her home three times a week.

*She once told me when they went on vacation, they took disposable diapers with them thinking those would be better for that short time away from home. She said that her baby pooed all over. It went out the sides of the diaper and up his back. She said she would never use disposables again, even on vacation. Her cloth diapers kept the poo in with no mess!

There are so many different cloth diapers to choose from with several choices of prints for covers.

• AIO’s : All-in-Ones, which are in one piece like disposables that you reuse after washing that have either snaps or velcro closures.• Also available are prefold cloth diapers

you use with a waterproof cover available in different color prints.

People want to use cloth diapers but do not want to deal with the mess.

• Washing the soiled diapers, dealing with the mess and the smell, etc.

• That’s where a diaper service comes in.• They deliver fresh, clean, neatly folded cloth diapers to

your door on a weekly basis. When the pick up day comes the next week, you put your messy, soiled diapers on your front porch, they pick those up and leave a nice, fresh bundle in it’s place. No mess to you!

• * Just remember when your baby is eating table food to put the poo in the toilet, where it belongs, before putting the diaper in the diaper pail.

The reasons to re-brand diapers:

• To promote recycling and awareness of the use of reusable cloth diapers.

• One cloth diaper can be reused 80 to 100 times before it turns into a rag with holes in it.

• That is a lot of uses compared to one disposable diaper that you use and throw away and takes around 500 years to start to decompose in the landfill, research shows.

Brand

Image

• What our grandmother’s grandmother used in the olden days.

• Coming back due to people becoming more “green.”

Brandidentit

y

• Fresh, clean, reusable.

• Delivered to and picked up from your front door when using a diaper service.

BrandLoyalty

• It is a preference of what you like.

• What you KNOW is the correct choice to make in using diapers.

Brand

Equity

• Environmentally friendly.

• Cloth is better for the health of the baby and sanitation workers and future generations.

BrandElements

• Logo, trademark, slogan.

BrandExperience

• Emotions, knowledge, storytelling.

• Emotions: Bonding with your baby.• Knowledge: Knowing the benefits of using

cloth diapers.• Storytelling: Other people’s experience with

cloth diapers as well as your own.

Word of Mouth

• The best form of advertising.

• If it’s positive more people will be interested in using the product and it won’t cost you a penny.

• If it’s negative, it can cost you your reputation and your business.

Brand

Audit

• I discovered more people want to use cloth diapers.

• According to the RDIA, Real Diaper Industry Association, recent years have shown extraordinary growth of over 30% in overall sales from June 2008. Every parent and parents-to-be should consider using cloth to diaper their babies for the benefit of future generations.

Stakeholder Analysis

• Supports and Non-supporters

• Supports include: John Shiffert, President of NADS, National Association of Diaper Services; RDIA, Real Diaper Industry Association, cloth diaper industry, retailers, and parents who want the best for their baby.

• Non-supporters include: Proctor and Gamble, makers of Pampers and Luvs; Kleenex, makers of Huggies disposable diapers.

• Think about this.

• Just think of their outrage and discomfort in knowing that cloth diapers are making a comeback and eventually be more in demand than disposables!

• I LIVE to see the day!

Weaknesses and threats of current brand image:

• Single-use diapers fill up landfills• They are unhealthy for babies; studies show

they promote asthma in infants.• Disposable diapers are unhealthy for landfill

workers and the environment.

How did you discover these facts?

• The article “Diaper Dilemma” and other environmental articles on the advantages of using cloth diapers over disposables.

In conclusion:

• The BEST choice you could make for your baby is to use cloth diapers!!

Thank you for watching.