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15 Marketing Methods for Planning Diaper Business in Nigeria

Don’t make the mistake of skipping the planning piece, as putting in the hard work at the start can save you time, money and heartache. Planning properly gives you the intelligence and insights you need into your market, your customers and your competition. It means you’ll have a business built on what your customers need. A business built on solid foundations for sustainable growth.

Otherwise you end being sales led, chasing whatever business you can and wasting precious time and money in the chase.Planning is the smart thing to do! That’s not to say that once you’ve written your plan nothing needs to change! It’s your roadmap and without it you won’t know which direction to take. Yet things change, obstacles come your way or circumstances change… in which case your plan changes too.

So what are the essential steps you need to take to get a plan that will produce results?

See related post; 18 Ways of Creating Business Marketing Plans in Nigeria

1. Begin with the End in Mind; your vision and your goals

The most important first step is to define your vision. Some questions you might like to ask yourself;

– Where is it you are trying to get to?

– What is the picture of the future you are trying to create? Try and think 3 – 5 years out from where you are now.

– What do you want to become and achieve? Think big and bold to excite and inspire you and your staff.

Make it a couple of paragraphs or a simple one liner- whatever works for you.If you see the world in pictures, put your thoughts on a vision board to help you visualise what you are working towards.

Once you’re clear on your vision ask yourself; how will I know when I’ve got there. What will have changed: to your life and your business. This gives you clear objectives for the business and from those will come your marketing goals and objectives.

Output: Vision statement & goals

15 Marketing Methods for Planning Diaper Business

Marketing Diaper Business Baby Diapers Market Size, Share …

2. Define your market; do a thorough SWOT analysis

The core question is ‘what business are you in?’ If you can’t explain clearly what you do and for whom, how will your customers buy in. Whatever your idea is it will be competing with something,your customers will need to choose to do something different from that which went before.

  • So what is that market?
  • How will you define it?

The trick is to think outside yourself and your idea, take an external approach and immerse yourself in the marketplace in which you will operate. Don’t just look at it from your point of view. Ask;

  • what are the opportunities in your market?
  • What could be a threat to it’s future growth?
  • What strengths do you have?
  • What are the weak links for you and how will you overcome them?

Outputs: SWOT Analysis

3. Choose a niche: Narrow your focus

Focus is the key word. You can’t be everything to everybody. Your marketing plan should market to your best customers first. Think about the niche you will focus on. It’s the difference between being the generalist and the specialist. The latter makes a lot more money especially if you can own a word and category. So choose a niche wisely and focus all your resources on it.

Outputs: Selection of Niche/s

4. Get into your customers heads; Profile your ideal Customer

You want to be able to describe them so you know exactly who you are going to market to. It’s not just about the demographics, it’s as important to know how they think, feel and perceive the world around them. You need to get inside their heads. Find out what they want and give them what they need.

Outputs: Ideal Customer Profile & key descriptors

5. Understand the choices they have; who are you competing with

Whatever your niche, the customer has a choice even if that choice is to do nothing. So you need to know what/who you are competing with and get clear as to the advantage you offer. Find out as much as you can about the competitors, how they do business, how they get and keep their customers and above all what is it they offer that you can do better or differently?

Outputs: Competitor Profiles & exemplars for you to model on an ongoing basis

6. Position yourself in their minds; What space will you occupy in their mind

What is the single most motivating thing you can come up with that will propel them to take action. If you can be FIRST into their minds with your offer then you stand a much better chance of success. So share with us in the comment section below or contact us on what is your unique proposition that only you can deliver.

You don’t want to be a ‘me too’ type of business so be crystal clear what your unique advantages are. All the time focusing on what their problem is and how you can solve it.

Outputs: Your positioning statement & USP

7. What’s different or better about your Products/Services?

What are the products and services you will offer that will meet the customer’s needs. Think about the features and how you can turn each into benefit. Be solutions focused each step of the way. You also want to think about what product you will offer customers at different stages of their relationship with you. As it costs 5 times to get a customer as to keep one you want a range of products that you can use to deepen the relationship you have and extend the lifetime value of each customer.

Outputs: Benefits/solutions and leverage vs competition, Initial product offering and your offer over lifetime of your customers

8. It’s about Value not Price

Setting a price is one of the most challenging aspects. So take all the external research into the competition and marketplace and assess it in relation to your costs and revenue objectives. You need to know how much you want to make. What are you prepared to do and all the time ask what does your market want more than anything else. You’re finding a balance between all three things, their pain/problem, your costs and desired return.The secret is to provide immense value to your prospective customers so you can build a loyal customer base. You may want to have a ‘money magnet’, an offer that you ‘sell’ at cost’ or indeed free to draw your customers in.

Outputs; Pricing by product & monetary value to customer

9. Match your message to your market

Work out the best places to promote your services online and offline. What specific tactics are you going to use? From the wonderful world of social media, blogs, PPC, Videos, SEO, Facebook etc to more traditional means; written articles/pr to joint ventures,affiliates. There are no shortage of options and the trick is to work out the tactics that best match your message with your market and deliver you, the business owner, the best return for each dollar spent.

Outputs: Communications methods/tactics for initial launch and post launch build & grow.

10. Channels & delivery; Make it easy for them to find you

Where do your customers congregate? How are your customers going to find you? Will you sell on line, offline or a mix of both? Whichever the options, make it as easy as possible for your customers to access you. Are there partners you could use to reach them?

Outputs: Delivery channels & sources of business

11. Sales; Step by step, have a system that is hard for others to replicate

Work out each and every step involved in the sales process for new and existing customers. Look at it from each stage a prospective customer goes through from the point of initial awareness through to a purchase. Then from purchase through to building a relationship and turning them into loyal advocates of your firm. Think through what you need to do to move them from one stage to another. What supports will you need? Who else will be involved?

Output: Stages in sales process, Tactics & Resources required

12. Measures; What gets measured, gets managed, gets results!

What measures will you put in place to manage and monitor your performance? Everything should be measured as that way you learn quickly what works well and what doesn’t. You can then test, measure and refine until you get the results you want. The more results driven you are the better your outcomes will be. There are 7 key measures we look at in every start -up;

-lead generation

-conversion rates


-lifetime value


-costs of acquisition

-costs of service

Outputs: specific measures across all elements of plan & the key levers for your business

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Marketing Methods for Diaper Business


13. Budgets; Know your costs so your coffers don’t run dry

How much are you going to spend to implement your strategies? There no hard or fast rules as it depend on your market and offering but expect to budget at least 15-20% of your expected sales on marketing yourself.

Outputs: Level of expenditure, phasing of spend and implications for cash flow

14. Resources; Not only your hours but the support you’ll need to make it happen

What resources will you need to support you in implementing the plans? Work out the hours/time involved from yourself and any staff as well as any external resources required. The selection & briefing of any external suppliers may also impact your timing plans

Outputs: Resource requirements & Timing Plan/Critical Path of activities

Marketing Methods for Diaper Business

15. Contingencies; plan for the unknown & be prepared to adapt

Markets are dynamic and conditions change. Your plan gives you a focus and a direction but you should be prepared for changes in conditions and be able to adapt accordingly. Think about the main assumptions you are making when putting your plans together and be prepared to adapt as they change.

Output: Key Assumptions & contingency plans

Hope this whistle stop tour helps with your next plan. There are heaps of templates and worksheets in our resources library so let us know what is your biggest challenge and we’ll post something to help.

See also; 7 Ways to Build Diapers Marketing Business in Nigeria

As a marketing specialist who has worked with some of the biggest and best names in the business, we help you get sustainable, profitable results quicker & more effectively than you could do on your own by showing you the marketing gems that actually work.

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