Kushies Baby Products: Global Entrepreneurship Project for India

This project presents a comprehensive analysis of Kushies' strategic plan to enter the Indian baby care market. It begins with an executive summary, followed by an overview of the company, its standards, and ethics. The project then dives into the target market analysis, highlighting the significant potential and growth prospects within the Indian market, supported by statistical data and relevant market trends. A detailed marketing plan is outlined, including product modifications, market surveys, and competitive analysis. The project also explores various market entry modes, risk assessments, and strategies to overcome potential barriers. Furthermore, it addresses CSR activities, financing options, and export capabilities. The project concludes with a strategic plan and provides references to support the research and findings.

Global Entrepreneurship
Name of the Student
Name of the University
Author Note

Executive Summary
• Thorough SWOT and PEST analysis of Indian market, where Kushie
is planning to launch its products
• Preview of Indian Baby Care market
• Marketing Plan and Strategies
• Financial Stability
• Export Facilities

About the Company
• Kushies was established in the year 1953 as Diana Dolls Wear Ltd., by
Mary Malinowski in Stoney Creek, Ontario, Canada
• Established as a small “Cottage-style” business
• Became the only manufacturer in Canada of doll attire and accessories
• All the big Canadian department stores are their customers
• Now the company is owned by Susan, Mary’s daughter, and her
husband Sam Perez
• In 1988, the washable cloth diaper was launched, along with multiple
products ranging from bedding, bath, feeding, layette and outerwear
and many more
• More than half of the products are made in Canada (Kumar, 2014)

About the Company - Standards and Ethics
• Kushies manufactures and supports a creative collection of quality baby
products and accessories
• Values the Customer, the highest possible quality and Artistry
• Values the commitments to unparalleled customer services
• Worldwide market leader in reusable cloth diapers and accessories
• Equally responsible and environmentally concerned member
• Maintains all business relations in professional and ethical manner
• Business is committed to fulfill the requirements under Accessibility for
Ontarians with Disabilities Act
• Remained in agreement with the Customer Service Standard
• Welcomes feedback from the customer and respond to their concerns
(Kumar, 2014)

Target Market
• Kushies are preparing to tap the Indian market
• Has a tremendous potential for growth for this untapped market
• More than 127 million children under 4 years
• 20% of total number of child population in the world of this group
• 20% of total number of live births in the world
• Very attractive market for the baby care industry
• Expected to grow at an annual rate of over 17%
• To reach over $31 billion from $14 billion in terms of revenue
• Huge attractive market for the baby care industry (Sharma & Bothra, 2017)

Target Market – Contd.
• Growing rate of literacy among the people of India
• Market is expected to grow at a CAGR of around 17% in terms of
revenue (Kumar, 2016)
• The Baby Market in India is riven by per capita increase in disposable
income among consumers
• Increase in urbanization will also increase to capture the untapped
baby care market in India
• Growing awareness about usage of baby care products complements
the growth in this market
• Political scenario will also help the company to have an impact in the
Indian market

• The bi-lateral agreements between the governments of India and
Canada will help to introduce their product more efficiently
• Implication of GST in India will help Kushies to grow and pay the
taxes in an uniform rate all over the country
• Thrust on focusing towards a more greener Earth will encourage the
company to expand in this region
• GDP will become around 4 trillion by 2020 and 6.5 trillion by 2025
• Inflation rate of India will be around 4.10% in the coming years,
which will help the market to grow rapidly
• India currently ranks 3rd in PPP, which again will boost the morale of
the company to grow in the market (Kumar, 2016)

Marketing Plan
• Kushies will launch their entire range of products in Indian market
• Primarily they will feature on Nursing, Bath, SiliFeeding and Feeding
• Will modify their products according to the taste and preferences of
the people on region specific and culture specific
• Will do a market survey in the capitals and main cities in and around
India
• Will assess the competitive products and will strategize their plan
accordingly
• Will perform free sample tests in the market(Mangram, 2013)

Competitive Analysis
• Have to face stiff competition from already established brands like
Johnson & Johnson, Unilever, Procter & Gamble, and others
• Relatively higher priced products, so will be difficult to penetrate the
middle class society, which comprises most of the market
• Will face competition on online platform also, as India is one of the
social media active users platform globally

Market Entry Mode
• Tie-up with the Supermarkets and Big Retail Outlets
• Tie-up with the malls to promote the brand physically
• Initial discounts or combo pack offers
• Online marketing through social media platforms
• Tie-up with the e-commerce giants to sell their products in India

• Foreign Distributors will work on behalf of the company
• Will work on contract basis
• Will import the products and maintain the inventory level
• Popular entity as already established brand in Canada and USA
• E-commerce tie-up with the e-commerce giant Amazon as well as
Indian company Flipkart and Snapdeal
• Tough to penetrate into the market as already established and popular
brands’ presence in the huge market of India
• Premium priced product, so will have to do niche marketing
• Will loose the medium class market, if price are not modified
• After sales service should be maintained to retain the customer base
(Mathuthra & Latha, 2016)

Risk Assessment
• Total untapped market, so difficult to predict the future
• May affect the business if political unrest happens
• People may reject if social responsibilities are not maintained or
followed
• Difference in economic strategies may hamper the growth
• Niche marketing, so product is limited to urban people only
• Low per capita income may affect the growth
• Lack of awareness programs in places except the urban areas
• Cultural aspects may also the affect the company to earn more
revenue from the targeted market