June 2004
Middle East : FINE Hygienic Paper has introduced the upgraded LIDO Super Dry diaper with the ‘Magic layer’ absorption system, along with a keener pricing policy. The product heralds an aggressive new campaign to increase its market share in the diaper segment.
General manager Peter Janho said the company currently holds over 20% market share in the UAE’s diaper segment.
Janho said countries in the Arabian Gulf have among the highest birth rates in the world, and rank fifth globally.
He claimed the new ‘Magic layer’ effectively keeps moisture away from the baby’s skin and a non-allergic gel spread evenly across the pulp layer increases absorbency levels by up to 25%.
Packaging has also been improved with a new easy-carry handle. A special launch promotion enables consumers to claim a free regular pack of any sized diapers against purchase of seven regular packs of any size, over a period of three months.
Middle East : FINE Hygienic Paper has introduced the upgraded LIDO Super Dry diaper with the ‘Magic layer’ absorption system, along with a keener pricing policy. The product heralds an aggressive new campaign to increase its market share in the diaper segment.
General manager Peter Janho said the company currently holds over 20% market share in the UAE’s diaper segment.
Janho said countries in the Arabian Gulf have among the highest birth rates in the world, and rank fifth globally.
He claimed the new ‘Magic layer’ effectively keeps moisture away from the baby’s skin and a non-allergic gel spread evenly across the pulp layer increases absorbency levels by up to 25%.
Packaging has also been improved with a new easy-carry handle. A special launch promotion enables consumers to claim a free regular pack of any sized diapers against purchase of seven regular packs of any size, over a period of three months.
© Gulf Marketing Review 2004
