KAO corporation

Paper Summary:

This paper offers a case study that explains the historical evolution of the KAO corporation from Japan and its Merries brand. The paper examines the struggle with their competitors (Pampers, Uni-Charm) and the ways of deciding if a newly developed product should be marketed as a line extension or not. The paper also discusses choosing the most promising target market and outlines the objectives, strategy and tactics recommended for each of the marketing mix elements.

From the Paper:

"While enormous time and efforts have been used in developing a new product, especially the one that is equivalent in standards and quality with the name-brand product with such market power as Pampers, Merries has an uphill road to travel. The decision whether this product should be marketed as an extension or not depends on a few different factors - one being whether creating such an extension is a natural logical progression based on the historical development of other products KAO has in its line."

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