Chapter 1: Executive Summary

Scope and Methodology

• Scope of Report
• Report Methodology
• Retail Sales Approach $15 Billion
• Table 1-1: U.S. Retail Sales of ITP Clothing, 1998-2007 (in billions of dollars)
• Apparel Accounts for 90% of Dollar Sales
• Retail Channels
• Favorable Demographics Will Help Market Growth
• Major Marketers and Brands
• The Competitive Situation
• Marketers Spend $24 Million to Advertise ITP Clothing in 2001
• Overview of Consumer Purchasing

Chapter 2: The Market

Market Size and Growth

• Market Definition: Apparel and Footwear
• Three Size Ranges for Apparel
• Methodology for Packaged Facts’ Estimates
• Retail Sales Near $15 Billion in 2002
• Figure 2-1: U.S. Retail Dollar Sales of ITP Clothing, 1998-2002 (in billions of dollars)
• Industry Estimates Infant/Toddler Apparel at $10.6 Billion in 2001
• Figure 2-2: U.S. Retail Dollar Sales of ITP Clothing, 1998-2002 (in billions of dollars)

Market Composition


• Apparel 90% of the Market
• Infant Clothing One-Third of Sales
• Market Composition by Retail Channel
• Mass Merchandisers Lead in Apparel Sales
• ITP Footwear Channels
• Shoe Stores Lead ITP Footwear Dollar Sales
• Figure 2-3: Share of ITP Clothing Dollar Sales by Category, 2002 (percent)
• Figure 2-4: Share of ITP Apparel Dollar Sales by Size Range, 2002 (percent)
• Figure 2-5: Share of ITP Apparel Dollar Sales by Retail Outlet, 2002 (percent)
• Figure 2-6: Estimated Share of ITP Footwear Dollar Sales by Retail Outlet, 2002 (percent)

Market Forecasts


• Demographic Trends
  • The Rising Birth Rate
  • Figure 2-7: U.S. Population of Children Age 5 and Under, 1998-2010 (in thousands)
  • More Older Mothers
  • Higher Disposable Income
  • Grandparents a Prime Market
  • Ethnic Populations Growing
  
  
• Market Dynamics
  • ITP Clothing Influenced More by Brands Than Fashion
  • Gift-Buyers Buy Sets; Moms Prefer Separate Pieces
  • The Price Dichotomy
  • Kids Outgrow Their Clothes Rapidly
  • Parents Seek Practical Features
  • Daycare Centers and Preschools Mean More Sales
  
  
• Sales to Top $18 Billion by 2007
• Figure 2-8: Projected U.S. Retail Sales of ITP Clothing, 2002-2007 (in billions of dollars)

Chapter 3: Competitive Situation

Marketers and Brands

• Famous-Brand Companies Dominate Branded Business
• Disney, Carter’s Lead ITP Apparel Brands
• Apparel Market Leaders
  • Carter Holdings, Inc. (Carter’s)
  • OshKosh B’Gosh, Inc.
  • VF Corp.
  • Garan, Inc.
  • Gerber Childrenswear, Inc.
  
  
• Second-Tier Marketers
  • Family Apparel Marketers
  • Privately Held ITP Specialists
  
  
• Footwear Market Leaders
• Licensing Companies
  • Marketers Producing Licensed Apparel
  • Popular Licensed Brands
  
  
• Designer Clothing
  • Popular Designer Brands
  
  
• Private Label a Major Factor
  • About Private Label
  • "House Brands" and Others
  • Exclusive Licensed Brands
  
  
• Figure 3-1: Selected Marketers and Brands of Infant/Toddler/Preschool Clothing

Marketing Trends


• Fashion Appeal Drives Sales
• Licensing Big Business
• Crossing Classes
• Fashion Trends
  • Adult-Fashion-Downsizing and Denim
  • Bright Colors in Baby Clothes
  • New Designer Names
  
  
• Licensing Trends
  • "Evergreens"
  • Current TV Characters
  • Brand-Name Toys
  • Sports Properties
  • Extending and Borrowing Brand Equity
  
  
• Private Label Complements National Brands
• National Advertising Expenditures
• Leading Advertisers
  • The Gap and Fruit of the Loom Lead Advertisers
  • Second-Tier Advertisers
  • Absentee List
  
  
• Advertising Positioning
• Consumer Promotions

Retail and Internet Trends


• Focus on Mass Merchandisers
  • Key Advantages: Value Pricing + One-Stop Shopping
  • Mass Merchandisers Upgrading Fashion Sense
  • Struggling Kmart Fields Powerful ITP Lines
  • Target Partnering with Prominent ITP Clothing Marketers
  
  
• Focus on Specialty Chains
  • Specialty Chains Increasingly Powerful
  • Three Types of Specialty Chains
  • Key Advantages: Depth of Selection + Customer Service
  
  
• Focus on Sears and JCPenney
  • Sears and Penney’s Hard Hitters in ITP Apparel
  • Key Advantages: Number of Units + Wide Selection of Brands and P.L.
  • Building Consumer Loyalty
  
  
• Focus on Department Stores
  • Showcase for Branded and Designer Apparel
  • Traditional Department Stores Losing Market Share
  • Key Advantages: Trendy Designer Labels + Private Label
  • Gift Registries
  
  
• Focus on Independent Specialty Stores
  • Distinguished by Assortments
  • Key Advantages: Unique Items + Superior Customer Service
  
  
• Focus on the Web: E-Commerce
  • An Increasingly Viable Option
  • Key Advantages: Availability Plus Ease of Shopping
  • www.healthtex.com
  • Amazon.com

Chapter 4: Competitive Profiles

Competitive Profile: Carter Holdings, Inc.

• Corporate Background
• Product Areas
• Competitive Advantages: Cute Kids Styles and Wide Distribution
• Moving Production Offshore Helps Bottom Line

Competitive Profile: The Gap, Inc.


• Corporate Background
• The Gap, GapKids, babyGap, and Old Navy
• Competitive Advantages: Casual Look, Store Presence, and Ads

Competitive Profile: Gerber Childrenswear, Inc. (Kellwood Co.)


• Corporate Background
• Product Areas
• Competitive Advantage: Banking On the Gerber Name
• Care Bears Layette

Competitive Profile: The Gymboree Corp.


• Corporate Background
• Product Areas
• Competitive Advantages: Distinctive Designs and Merchandising
• New Store Concept: Janie and Jack

Competitive Profile: OshKosh B’Gosh, Inc.


• Corporate Background
• Product Areas
• Competitive Advantage: An Unmistakable Look
• Expanding to the Mass Market

Competitive Profile: The Stride Rite Corp.


• Corporate Background
• Product Areas
• Competitive Advantage: The Leader in Kids’ Shoes
• New Mass-Market Initiative
• Playing Up High Tech
• Licensing the Stride Rite Name

Competitive Profile: VF Playwear (VF Corp.)


• Corporate Background
• Competitive Advantage: Sophisticated Marketing
• Healthtex Promotes Hard Play
• "Seeding" Word of Mouth

Chapter 5: The Consumer

Demographics

• Note on Simmons Survey Data and Figures
• Overview of Purchasing
  • More Consumers Buy Toddler and Preschool Items Than Infant Items
  • Tops and Sleepwear the Most Popular Items for Infants
  • Tops and Jeans the Most Popular Items for Ages 1-5
  
  
• Purchasing Patterns
  • A Family Profile
  • Hispanics and Blacks Prime Consumers
  • Regional Skew to the South
  • Education Not a Significant Factor
  • Affluent Income Skew
  
  
• Figure 5-1: Adult Purchasers of ITP Clothing: Overall, by Child’s Age Group, and by Type of Clothing, 2002 (U.S. households)
• Figure 5-2: Demographic Characteristics Favoring Purchase of Clothing by Child’s Age Group: Under 1 Year vs. 1-5 Years, 2002 (U.S. adults)
• Figure 5-3: Purchasing Indices for ITP Clothing: By Presence of Children by Age, 2002 (U.S. adults)
• Figure 5-4: Purchasing Indices for ITP Clothing: By Age Bracket of Purchaser, 2002 (U.S. adults)
• Figure 5-5: Purchasing Indices for ITP Clothing: By Household Size, 2002 (U.S. adults)
• Figure 5-6: Purchasing Indices for ITP Clothing: By Ethnic Group, 2002 (U.S. adults)
• Figure 5-7: Purchasing Indices for ITP Clothing: By Region, 2002 (U.S. adults)
• Figure 5-8: Purchasing Indices for ITP Clothing: By Educational Attainment, 2002 (U.S. adults)
• Figure 5-9a: Purchasing Indices for ITP Clothing: By Household Income Bracket, 2002 (U.S. adults)
• Figure 5-9b: Purchasing Indices for ITP Clothing: By Household Income Bracket, 2002 (U.S. adults)

Chapter 6: Looking Ahead

Trends and Opportunities

• Multi-Dimensional Marketing
• Crossing Class Boundaries
• Targeting Ethnic Markets
• Going for Multiple Sales
• Practical Advantages

Appendix: Addresses of Selected Marketers

Volume II: Home Furnishings and Toys

Chapter 1: Executive Summary

Scope and Methodology

• Scope of Report and Methodology

The Market


• Overall Retail Sales Climb to $8.6 Billion
• Table 1-1: U.S. Retail Sales of ITP Home Furnishings and Toys, 1998-2007 (in billions of dollars)
• Sales by Category
• Retail Channels
• New Products Will Drive Market Growth

The Marketers


• Major Marketers and Brands
• The Competitive Situation
• Marketers Spend Over $100 Million on Advertising in 2001

The Consumer


• Overview of Consumer Purchasing

Chapter 2: The Market

Market Size and Growth

• Market Definition
  • Home Furnishings
  • Toys
  
  
• Methodology for Packaged Facts’ Estimates
• Retail Sales Top $8.6 Billion in 2002
• Home Furnishings Category at $5.83 Billion in 2002
• ITP Toy Sales Reach $2.8 Billion in 2002
• Figure 2-1: Estimated U.S. Retail Sales of ITP Home Furnishings and Toys, 1998-2002 (in billions of dollars)
• Table 2-1: Estimated U.S. Retail Sales of ITP Home Furnishings and Toys, 1998-2002 (in billions of dollars)
• Table 2-2: Estimated U.S. Retail Sales of ITP Home Furnishings, 1998-2002 (in billions of dollars)
• Table 2-3: Estimated U.S. Retail Sales of ITP Toys, 1998-2002 (in billions of dollars)

Market Composition


• Home Furnishings Account for 67% of Retail Dollars
• Market Composition by Retail Channel
• Mass Merchandisers Lead Home Furnishings Sales…
• …And Control Nearly Half of Toy Sales
• Figure 2-2: Estimated Share of ITP Home Furnishings and Toys Dollar Sales by Category, 2002 (percent)
• Figure 2-3: Estimated Share of ITP Home Furnishings Dollar Sales by Retail Outlet, 2002 (percent)
• Figure 2-4: Estimated Share of ITP Toys Dollar Sales by Retail Outlet, 2002 (percent)

Market Forecasts


• Demographic Trends
  • The Rising Birth Rate
  • More Older Mothers
  • Higher Disposable Income Means More Spending on Furnishings and Toys
  • Grandparents a Prime Market
  • Ethnic Populations Growing
  
  
• Market Dynamics
  • Poor Economy Hampers Sales in 2002
  • Convenience Yields Duplicate Sales
  • New Safety Legislation Boosts Home Furnishings Sales
  • New Product Classifications A Plus
  • Child Safety Products Booming
  • The Portable Baby
  • High-Ticket Toys Drive Dollar Growth
  • Educational Toys
  
  
• Sales to Top $11.0 Billion by 2007
• Table 2-4: U.S. Population of Children Age 5 and Under, 1998-2010 (in thousands)
• Table 2-5: Projected U.S. Retail Sales of ITP Home Furnishings and Toys, 2002-2007 (in billions of dollars)
• Table 2-6: Projected U.S. Retail Sales of ITP Home Furnishings, 2002-2007 (in billions of dollars)
• Table 2-7: Projected U.S. Retail Sales of ITP Toys, 2002-2007 (in billions of dollars)

Chapter 3: The Competitive Situation

Marketers and Brands

• About 500 Competitors
• Home Furnishings Leaders
• Other Hard Goods Leaders
• Soft Goods and Nursery Accessories Leaders
• Child Safety Products
• Second-Tier Home Furnishings Marketers
• Three Dominant Toy Marketers
• Licensing Companies
• Table 3-1: Selected U.S. Marketers of ITP Home Furnishings and Toys

Marketing Trends


• Licensing Continues to Be Big Business
• Licensing Trends
  • ”Evergreens”
  • Current TV Characters
  • Extending and Borrowing Brand Equity
  
  
• Home Furnishings Trends
  • Products Evolving
  • Car Seats
  • Strollers
  • High Chairs
  • Cribs
  • Child Safety Products
  • Adding Bells and Whistles
  
  
• Toy Trends
  • Smarter “Smart Toys”
  • Aromatherapy Toys
  • Bilingual Toys
  
  
• Marketers Spend Over $100 Million on National Advertising
• Mattel’s Fisher-Price the Leading Advertiser, at $71 Million
• Advertising Positioning
• Consumer Promotions

Retail and Internet Trends


• Focus on Mass Merchandisers
  • Key Advantages: Value Pricing + One-Stop Shopping
  • Mass Merchandisers Upgrading Kids’ Home Furnishings
  
  
• Focus on Specialty Chains
  • Three Types of Specialty Chains
  • Key Advantages: Depth of Selection + Location, Location, Location
  • Furniture Specialty Chains Growing Rapidly
  • Newest Strategy: Strategic Stores-within-Store Alliances
  • High Drop-Out Rate for Educational Toy Stores
  
  
• Focus on Independent Specialty Stores
  • Key Advantages: Unique Items + Superior Customer Service
  
  
• Focus on the Web: E-Commerce
  • An Increasingly Viable Option
  • Key Advantages: Availability + Ease of Shopping + Price
  • EBay Siphoning Sales from Traditional Toy Retailers

Chapter 4: Competitive Profiles

Competitive Profile: Crown Crafts, Inc.

• Corporate Background
• Product Areas
• Competitive Advantage: Valuable Licenses

Competitive Profile: Dorel Industries, Inc.


• Corporate Background
• Product Areas
• Competitive Advantages: Well-Known Brands and Distribution

Competitive Profile: Hasbro, Inc.


• Corporate Background
• Hasbro Retrenching
• Hasbro Letting the Ball Drop in ITP

Competitive Profile: LeapFrog Enterprises, Inc.


• Corporate Background
• Product Areas
• Competitive Advantages: A Winning System

Competitive Profile: LEGO Co.


• Corporate Background
• LEGO Under Fire
• LEGO Preschool
• Competitive Advantages: Iconic Status and Large-Scale Promos

Competitive Profile: Mattel, Inc.


• Corporate Background
• Fisher-Price: The World’s Largest ITP Toys Marketer
• The Most Extensive Product Line
• Recent Product Introductions
• Competitive Advantages: Number One and Not Resting on Laurels

Competitive Profile: Newell Rubbermaid, Inc.


• Corporate Background
• Product Areas
• Competitive Advantage: Aggressively Turning the Business Around

Chapter 5: The Consumer

Demographics

• Note on Simmons Survey Data and Figures
• Overview of Purchasing
• Purchasing Patterns
  • A Family Profile
  • Asians - no Hispanics - Are Prime Consumers of Infant Toys
  • Regional Skew to the Northeast
  • Higher Education = Higher Sales
  • Middle- to High-Income Skew
  
  
• Table 5-1: Adult Purchasers of ITP Toys, 2002 (% of U.S. households)
• Table 5-2: Demographic Characteristics Favoring Purchase of Infant Toys vs. Preschool Toys, 2002 (U.S. adults)
• Table 5-3: Purchasing Indices for ITP Toys: By Presence of Children by Age, 2002 (U.S. adults)
• Table 5-4: Purchasing Indices for ITP Toys: By Age Bracket of Purchaser, 2002 (U.S. adults)
• Table 5-5: Purchasing Indices for ITP Toys: By Household Size, 2002 (U.S. adults)
• Table 5-6: Purchasing Indices for ITP Toys: By Ethnic Group, 2002 (U.S. adults)
• Table 5-7: Purchasing Indices for ITP Toys: By Region, 2002 (U.S. adults)
• Table 5-8: Purchasing Indices for ITP Toys: By Educational Attainment, 2002 (U.S. adults)
• Table 5-9a: Purchasing Indices for ITP Toys: By Household Income Bracket, 2002 (U.S. adults)
• Table 5-9b: Purchasing Indices for ITP Toys: By Household Income Bracket, 2002 (U.S. adults)
• Overview of Purchasing: Home Furnishings
  • A Family Profile
  • Blacks Are Largest Group
  • Regions: Midwest for Infants, West for Children
  • Higher Education = Higher Sales, But Not Always
  • Middle- to High-Income Skew
  
  
• Table 5-10: Adult Purchasers of ITP Furniture, 2002 (% of U.S. households)
• Table 5-11: Demographic Characteristics Favoring Purchase of Infant Furniture vs. Children’s Furniture, 2002 (U.S. adults)
• Table 5-12: Purchasing Indices for ITP Furniture: By Presence of Children by Age, 2002 (U.S. adults)
• Table 5-13: Purchasing Indices for ITP Furniture: By Age Bracket of Purchaser, 2002 (U.S. adults)
• Table 5-14: Purchasing Indices for ITP Furniture: By Household Size, 2002 (U.S. adults)
• Table 5-15: Purchasing Indices for ITP Furniture: By Ethnic Group, 2002 (U.S. adults)
• Table 5-16: Purchasing Indices for ITP Furniture: By Region, 2002 (U.S. adults)
• Table 5-17: Purchasing Indices for ITP Furniture: By Educational Attainment, 2002 (U.S. adults)
• Table 5-18a: Purchasing Indices for ITP Furniture: By Household Income Bracket, 2002 (U.S. adults)
• Table 5-9b: Purchasing Indices for ITP Toys: By Household Income Bracket, 2002 (U.S. adults)

Chapter 6: Looking Ahead

Trends and Opportunities

• Value-Added, Convenient Products
• Interactive and Educational Toys
• Aromatherapy Products
• Targeting Ethnic Markets

Appendix: Addresses of Selected Marketers

Volume III: Baby Care Supplies

Chapter 1: Executive Summary

Scope and Methodology

• Scope of Report
• Report Methodology

The Market


• Retail Sales Shrink to $5.7 Billion in 2002
• Table 1-1: U.S. Retail Sales of ITP Babycare Supplies, 1998-2007 (in millions of dollars)
• Sales by Category
• Retail Channels
• A Mature Market

The Marketers


• Major Marketers and Brands
• The Competitive Situation
  • Diapers a Fiercely Competitive Market
  • Diaper Rivalry Spills Over into Baby Wipes
  • Johnson & Johnson Rules Skincare
  • Design and Innovations, Retail Penetration Key to Baby Feeding Accessories
  
  
• Marketers Spend $174 Million on Advertising in 2001

The Consumer


• Overview of Consumer Purchasing

Chapter 2: The Market

Market Size and Growth

• Market Definition
• Babycare Supplies
• Products Not Included
• Retail Sales Decline to $5.7 Billion in 2002
• Disposable Diaper Sales Decrease to $3.9 Billion
• Skincare and Toiletries Sales Edge Down to Under $1.2 Billion
• Feeding Accessories Sales Grow to $580 Million
• Figure 2-1: U.S. Retail Sales of ITP Babycare Supplies, 1998-2002 (in millions of dollars)
• Table 2-1: U.S. Retail Sales of ITP Babycare Supplies, 1998-2002 (in millions of dollars)
• Table 2-2: U.S. Retail Sales of ITP Diapers, 1998-2002 (in millions of dollars)
• Table 2-3: U.S. Retail Sales of ITP Skincare and Toiletries, 1998-2002 (in millions of dollars)
• Table 2-4: U.S. Retail Sales of ITP Feeding Accessories, 1998-2002 (in millions of dollars)

Market Composition


• Diapers 69% of Total Retail Sales
• Disposables Monopolize Diapers
• Training Pants a Growing Share of Disposable Diapers
• Baby Wipes Account for Over Half of Skincare and Toiletries
• Sales of Feeding Accessories by Type
• Mass Merchandisers Lead Retail Sales
• Figure 2-2: Share of ITP Babycare Supplies Sales by Category, 1998 vs. 2002 (percent)
• Figure 2-3: Share of ITP Baby Skincare and Toiletries Retail Sales by Product Type, 2002 (percent)
• Figure 2-4: Share of ITP Babycare Supplies Sales by Retail Outlet, 2002 (percent)

Projected Market Growth


• Demographic Trends
  • The Rising Birth Rate
  • More Working Mothers
  • Ethnic Populations Growing
  
  
• Market Dynamics in ITP Babycare Supplies
  • Poor Economy and Discounting Negatively Affect Sales in 2002
  • Diapers a Saturated Market; Marketers Push Training Pants
  • Competition from Other Categories and Segments
  • Innovations and Savvy Marketing Can Boost Sales
  • The Portable Baby
  • The Superpremium Market
  
  
• Sales to Reach $6.5 Billion by 2007
• Figure 2-5: Projected U.S. Retail Dollar Sales of ITP Babycare Supplies, 2002-2007 (in millions of dollars)
• Table 2-5: U.S. Population of Children Age 5 and Under, 1998-2010 (in thousands)
• Table 2-6: Projected U.S. Retail Sales of ITP Babycare Supplies, 2002-2007 (in millions of dollars)
• Table 2-7: Projected U.S. Retail Sales of ITP Diapers, 2002-2007 (in millions of dollars)
• Table 2-8: Projected U.S. Retail Sales of ITP Skincare and Toiletries, 2002-2007 (in millions of dollars)
• Table 2-9: Projected U.S. Retail Sales of ITP Feeding Accessories, 2002-2007 (in millions of dollars)

Chapter 3: Competitive Situation

Overview

• Major Diaper Marketers
• Major Skincare and Toiletries Marketers
• Major Feeding Accessories Marketers
• Private Label a Major Contender
• Table 3-1: Selected Marketers of ITP Babycare Supplies

Marketer and Brand Shares


• Note on Share Data
• Kimberly-Clark, Procter & Gamble the Dominant Marketers
• K-C and P&G Dominate Diapers…
• … and Baby Wipes
• J&J Rules Most Other Skincare and Toiletries
• Playtex, Gerber Lead Feeding Accessories
• Table 3-2: Share of U.S. Babycare Supplies Market by Marketer and Brand, 2001 vs. 2002 (percent)
• Table 3-3: Share of U.S. Disposable Diapers Market by Marketer and Brand, 2001 vs. 2002 (percent)
• Table 3-4: Share of U.S. Baby Wipes Market by Marketer and Brand, 2001 vs. 2002 (percent)
• Table 3-5: Share of U.S. Baby Ointments/Creams Market by Marketer and Brand, 2001 vs. 2002 (percent)
• Table 3-6: Share of U.S. Baby Soaps Market by Marketer and Brand, 2001 vs. 2002 (percent)
• Table 3-7: Share of U.S. Baby Powder Market by Marketer and Brand, 2001 vs. 2002 (percent)
• Table 3-8: Share of U.S. Baby Lotions Market by Marketer and Brand, 2001 vs. 2002 (percent)
• Table 3-9: Share of U.S. Baby Oils Market by Marketer and Brand, 2001 vs. 2002 (percent)
• Table 3-10: Share of U.S. Petroleum Jelly Market by Marketer and Brand, 2001 vs. 2002 (percent)
• Table 3-11: Share of U.S. Baby Feeding Accessories Market by Marketer and Brand, 2001 vs. 2002 (percent)

Marketing Trends


• Diaper Marketers Toy with Package Sizes
• “Branding” Private Label
• New Product Trends
  • Diapers and Training Pants
  • Diaper Marketers Expand to Other Disposable Paper Goods
  • New Skincare and Toiletries Products
  • Diaper Rash Medication Competition Heating Up
  • Feeding Accessories
  
  
• Marketers Spend $174 Million on National Advertising
• Kimberly-Clark, Johnson & Johnson, Procter & Gamble the Leading Advertisers
• Second-Tier Advertisers
• Most Babycare Products Positioned on Performance
• Consumer Promotions

Retail and Internet Trends


• Fierce Competition for the Retail Dollar
• Focus on Mass Merchandisers
  • Largest ITP Babycare Supplies Channel
  • Turning Stores into ITP Destinations
  • Key Advantages: Low Pricing, One-Stop Shopping, and Large Selections
  
  
• Focus on Supermarkets
  • Market Share Eroding
  • Some Supermarkets Fighting Back
  • Key Advantages: A Captive Audience
  
  
• Focus on Drugstores
  • Key Advantages: Neighborhood Convenience, “Shoppability,” and Trust
  
  
• Focus on the Web: Little E-Commerce

Chapter 4: Competitive Profiles

Competitive Profile: Avent America, Inc.

• Corporate Background
• Competitive Advantages: Innovative Integrated System

Competitive Profile: Burt’s Bees, Inc.


• Corporate Background
• Product Line-Up
• Babycare Products
• Competitive Advantages: Natural Positioning, Personalized Appeal, and Positive Word-of-Mouth

Competitive Profile: DSG International, Ltd.


• Corporate Background
• Troubled History
• Reduced Product Line
• Few Competitive Advantages for Drypers Brand

Competitive Profile: The First Years, Inc.


• Corporate Background
• Product Areas
• Competitive Advantages: Innovation and Hefty Credentials

Competitive Profile: Gerber Products Co.


• Corporate Background
• Product Areas
• Competitive Advantages: The Gerber Name and Marketing Clout

Competitive Profile: Johnson & Johnson


• Corporate Background
• The Leader in Infant Skincare Products
• J&J Acquires BabyCenter; Sells Healthflow
• Competitive Advantages: Brand Recognition and Trust

Competitive Profile: Kimberly-Clark Corp.


• Corporate Background
• Product Areas
• Strategy Based on Innovation
• K-C Dominates Training Pants
• …And Pioneers Swim Diapers
• Competitive Advantages: Continual Product Innovation and Improvement

Competitive Profile: Playtex Products, Inc.


• Corporate Background
• Acquisitions Make Playtex Third-Largest Babycare Player
• Product Areas
• Competitive Advantages: Strength in Feeding Accessories

Competitive Profile: Procter & Gamble Co.


• Corporate Background
• Product Areas
• Strategy: Hitting Both Premium and Value Tiers
• Competitive Advantages: New On-Target Product Line

Chapter 5: The Consumer

Consumer Demographics

• Note on Simmons Survey Data and Figures
• Overview of Purchasing
  • 40% of Households Use Body & Baby Powder
  
  
• Patterns and Variations for Various Products and Brands
  • Usage Peaks in Households with Young Children
  • Patterns by Age of Purchaser and Household Size
  • Blacks and Hispanics Prime Consumers
  • Regional Patterns
  • Educational Attainment Polarized
  • Income Patterns
  
  
• Table 5-1: Adult Purchasers of Babycare Supplies, 2002 (% U.S. adults)
• Table 5-2: Purchasing Indices for ITP Babycare Supplies: By Presence of Children by Age, 2002 (U.S. adults)
• Table 5-3: Purchasing Indices for ITP Babycare Supplies: By Age Bracket of Purchaser, 2002 (U.S. adults)
• Table 5-4: Purchasing Indices for ITP Babycare Supplies: By Household Size, 2002 (U.S. adults)
• Table 5-5: Purchasing Indices for ITP Babycare Supplies: By Ethnic Group, 2002 (U.S. adults)
• Table 5-6: Purchasing Indices for ITP Babycare Supplies: By Region, 2002 (U.S. adults)
• Table 5-7: Purchasing Indices for ITP Babycare Supplies: By Educational Attainment, 2002 (U.S. adults)
• Table 5-8a: Purchasing Indices for ITP Babycare Supplies: By Household Income Bracket, 2002 (U.S. adults)
• Table 5-8b: Purchasing Indices for ITP Babycare Supplies: By Household Income Bracket, 2002 (U.S. adults)

Chapter 6: Looking Ahead

Trends and Opportunities

• Mergers and Acquisitions
• Form = Function
• Little Luxuries and Grassroots Brands
• High Visibility Promotional Vehicles

Appendix: Addresses of Selected Marketers