International Marketing for Wotnot Baby Wipes in India

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wotnot

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Contents
Introduction....................................................................................................................1
Competitor identification...............................................................................................1
Cultural profile...............................................................................................................1
Country of origin, forgein and domestic consumer predispostions...............................1
Market Segmentation, Target marketing and Positioning..............................................1
Segmentations & Targets...........................................................................................1
Positioning..................................................................................................................1
Make Entry and Expansion............................................................................................1
Strategy Recommendation.............................................................................................1
Conclusion......................................................................................................................1
References......................................................................................................................1

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Introduction
Wotnot Wet baby wipes is an Australia leading natural baby wipes manufacturing
company which is 100% biodegradeable and compostable. Wotnot chooses the ingredients
which is beneficial for the baby skin by using natural and organic ingredients. Wipes are
100% chlorine free and also free from the other elements such as petrochemicals, parbens,
caustics, glycols and artificial fragrances. It is made from the advanced fibre technology and
these wipes are developed to cleanse, soothe and moisturise the skin by using certified
organic aloe vera (Narayanan, Sekar, Pasupathi, & Mukhopadhyay, 2017). It works like a
sponge to remove the dirt and impurities and it also prevents nappy rashes for the most
delicate skin of newborn baby. These are against animal testing which is safe for the baby
and also for the environment. These baby wipes are fantastic for everyday use and it is small
in size which can be carried everywhere like in handbags, rooms, cars and many more. Indian
Market is suitable market for this product for expansion by the company (Gao, & Simpson,
2014). The country India comprises large population and parents are sensible for their
children’s health. These are the favourable factors for this product and also for the Wotnot to
introduce baby wipes. In India, people care about their babies or their skin and hence they are
willing to purchase the baby wipes at premium prices which will be a success factor for the
company. Population of india is increasing day by day. Indian birth rate is increasing by 51
percent births per minute that is a good time for selling the baby wipes in Indian market.
According to the research, Baby care market of India will progressively grow with the rate of
17%. In India, parents are concerned about the quality of products specially for baby products
(Barel, Paye, & Maibach, 2014). They are looking for the natural products for baby
protection. India has unorganised market in the apparel toys and accessories sector. But due
to the ethical nature skin and health care sector are organised but industry face scarcity of raw
material. Indian baby market adopt the online platforms like first city, Amazon, Flipkart etc

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(Kessler, 2015). In this report, market strategy, segmentation, targets and positioning are
discussed. Apart from this, the product competitors and host country are analysed alongwith
some recommendations.
Competitor identification
American companies are moving in India for rising incomes and Johnson & Johnson
is one of them. Johnson & Johnson is the competitor for the Wotnot products. Johnson &
Johnson was established in India almost 70 years ago. Johnson & Johnson delivered the
innovative ideas, products and services to improve the health and care of babies in India.
Company started marketing with the Johnson’s baby powder. Company expanded in 1957
Johnson & Johnson limited in India. It sells the baby products in the Indian market. Johnson
took 50 years advantage because of its products. It operates through three segments, these are
consumer, Pharmaceutical, and Medical Devices. It has 230 operating companies around the
world which conducts the business. It has expanded the market in the 14 countries namely
India, Japan, China and others. Not only baby products company also offers various products
such as beauty products as well as medicines. Indian baby market is change according to
income of the parents and Change in consumer habits. Rising number of babies increase the
demand of the market (Armstrong, Kotler, Harker, & Brennan, 2015). Baby market of India
is growing at an annual rate over 17% in revenues. Wotnot can achieve success in the next
five years by selling the products and spreading the hygiene awareness in the country which
will increase the demand of the product in the market in the next five year. Once the demand
increases, then the company can expand by launching new products in the Indian market.
Johnson & Johnson have 2.3 percent share in the Indian baby market (Demangeot, Broderick,
& Craig, 2015). Wotnot is expected to grab the market more than the Johnson & Johnson in
the Indian market. Johnson & Johnson sales the baby care products, beauty product and also