Drypers Corporation Case Study
Subject: Business / Marketing
Read the Drypers Corporation Case Study on pages 344-352 in our textbook, and answer the questions below in a
power-point format. You are required to use at least your textbook as source material for your response. All sources used,
including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations using
You are expected to include a title slide at the start of your presentation, and a final slide listing your sources. You should
have a total of 10 slides. Do not include the title slide or the reference slide in your total.
1. What is integrated marketing communications? Describe the marketing communications mix used by
2. How would you characterize the disposable diaper and training pants market in the United States?
3. How would you characterize the competitive situation and marketing efforts for Drypers in the U.S.
disposable diaper industry?
4. Does Drypers use a push or pull communication strategy, or both? Explain.
5. Describe the budgeting communications mix you believe Drypers does use or should use. Why?
6. What should Drypers do to evaluate the communications methods they use?