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Adult Friends Diaper (Thought Process)

Noble Hygiene produces adult diapers under their flagship brand "Friends Adult Diapers". The diapers are targeted towards the elderly population in India who commonly face urinary incontinence issues. However, the company also markets to the caretakers of the elderly since the older customers may not be aware of the product. Noble Hygiene aims to reduce the stigma around adult diapers by positioning them as a normal product that allows seniors freedom and mobility rather than restricting them to their homes.

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Rohan Hiremath
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62 views2 pages

Adult Friends Diaper (Thought Process)

Noble Hygiene produces adult diapers under their flagship brand "Friends Adult Diapers". The diapers are targeted towards the elderly population in India who commonly face urinary incontinence issues. However, the company also markets to the caretakers of the elderly since the older customers may not be aware of the product. Noble Hygiene aims to reduce the stigma around adult diapers by positioning them as a normal product that allows seniors freedom and mobility rather than restricting them to their homes.

Uploaded by

Rohan Hiremath
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Adult Friends Diaper

 Thought Process: -
CEO of the Company is Kamal Kumar Johri.
VP and Marketing head is Karthik Johri
The idea was generated from Karthik’s mother wherein she wanted to do
something for the 3 sections of the societies i.e.
1. Small Babies (teddy Diapers)
2. Women (Rio Sanitary Pads)
3. Old people (Friends Adult Diapers)
Friends Adult Diapers is the flagship product of noble hygiene and one of its
kind in the market segment
The product is directed towards the old people of the country who generally
face the problem of urinary continence which is a common problem which
old people generally face but
The target audience is the care takers of the old people (sons and daughters)
because the old people do not have knowledge of the product
Other thing that the company kept in mind was the emphasis on the home
delivery process because the product is a little big in size so old people are
uncomfortable buying that product openly because the people around judges
them
Noble hygiene wants to break the stigma that the adult diapers are only
meant for clinical purposes i.e., when the individual is not well or ill
Old people can wear the diapers normally and forget about the urinary
continence that they have and roam around freely rather than being trapped
in their homes

Azaadi Mubarak Campaign: -


 The planning for this campaign was done in the month of July with the
thought that Independence Day is approaching and Independence means
Azaadi
 This kind of marketing is known as moment marketing
 The Promotion Campaign was launched on August 15th. It was also a
motivational inhouse theme for the sales teams for PAN India
 To conclude the above point , the marketing team delivered 3 different
perspective with one single message
1st perspective – If any normal individual who is not a direct consumer . if
he or she comes across this add they may take it as a greeting for
Independence Day from Nobel Hygiene
2nd Perspective – Direct Buyer/Consumer which are old people /senior
citizens , they might take this add as a greeting / encouragement from
Nobel Hygiene to wear the diaper and celebrate their azaadi by stepping
out of the house to roam freely without worrying about urinary problems
also the risk of getting contaminated and getting exposed to Covid-19
was completely taken care off because the senior citizens were already
wearing the diaper and they avoided going to public restrooms
3rd Perspective/Motive- To encourage the PAN India sales team to step
out of the house and boost the sales as this time was around the time
when unlock was initiated in our country, for them azaadi Mubarak was a
message that we are azaad from the lockdown and we can resume our
sales routine.

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