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A New Direction and Business Plan for Developing and Commercializing Adult Incontinence Products in China
The adult incontinence market in China has been considered as one of the fastest-growing market, given the growing aging population and rising income spending. However, despite the boom in registered incontinence brands, the market has a low penetration of only four percent, of which only one-fifth of the products is designed for lighter incontinence leakage, a problem thirty percent of women struggled postpartum and many more who enjoy an active lifestyle. Unavailability of such products led consumers to seek inappropriate alternatives and worsen their condition physically and emotionally. There is a need for research to understand this group of consumers and their attitudes toward this issue. Therefore, the main purpose of this study is to identify various strategies to increase customer awareness and demand. Moreover, this paper presents a business plan based on factors that influence consumer’s buying behavior, the competitive advantage of DTC business model, and potential marketing and sourcing strategies. The vision of the startup is to normalize the seeking of solutions for the consumers and, in return to steer the industry back on the right track.
The disposable paper business sector in relation to market segmentation
Essay from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 82 % - A, University of Sunderland, course: Strategic Marketing, language: English, abstract: In the following, the reader will be provided with an overview of the disposable paper industry. Due to the scope of study, the author will put limitations and take the German market into consideration, which to some extent has a certain level of generalisablity for the Western society. The author will concentrate on latest trends and future tendencies of the industry by relating it to the current marketing issue of market segmentation.
Unmentionable
"Although present in medical and historical texts for millennia, urinary incontinence remains a somewhat taboo topic, with both affected individuals and remedies for the condition--such as adult diapers--subject to ridicule, embarrassment, status loss, discrimination, and even exile. Reinforcing this discriminatory behavior, the adult diaper--a spur from the baby diaper invention--tracks a parallel path to incontinence. With diapers and adult incontinence rooted in a misunderstood cross-pollination with infant incontinence, individuals must struggle against known stereotypes and stigmas liable to label them as incompetent, impotent, or unclean. The stigma of incontinence is thus aligned with...
