The launch of this mini-pack is beneficial to both traders and consumers. The benefits to traders will be that the smaller pack will ensure minimal cash outlay and increase turnover. According to Edme Brink, brand manager of Huggies Dry Comfort, the traders will receive strong marketing support to ensure pull through of product from their store. "Traders will receive display trays to use on shelf or counter tops to ensure neat merchandising," says Brink.
The main focus for the mini-pack, however, is moms. This product will provide cash-strapped mothers with an affordable branded disposable nappy option. At R10 per mini-pack, this allows moms to purchase these nappies for outings or to ensure baby has a good night's rest. A mom can buy a full pack of nappies at the beginning of the month and if she runs out, she can top up with the mini-pack to ensure she has enough nappies to get through to the end of the month.
Another benefit to consumers is added hygiene. Normally the traders open a big packet disposable nappies and sell them to consumers as "one-one's". This means that the nappy is handled by the trader and mom. The mini-pack is more hygienic as the nappies do not get handled at all.
"The Huggies Dry Comfort mini-pack is available in size three, four and five and will sell for R10 a pack," concludes Brink.
