This group appeals to the discount shopper who doesn't care about decorative designs on the diapers or the packaging. Competitors in this strategic group offer consumers good, quality diapers at a price significantly below those of the major competitors. Store-brand diapers are of course distributed through the chains of stores that produce them. For instance, Toys R Us produces its own private-label disposable diapers, which are sold exclusively through Toys R Us. The major advertising for these diapers is through weekly flyers in the local newspaper featuring items that are currently on sale at those stores.
Smaller manufacturers differ in their distribution strategies and promotional campaigns.
These brands are sold mainly through specialty stores and selected supermarkets. Rarely will you see them advertise on television or in magazines. Their price points are very attractive to budget-conscious shoppers because they are often priced 45 percent below name brands and 25 percent below store brands. The problem with these disposable diapers is their association with poor quality among the more affluent shoppers, and because their advertising support is nonexistent, there are no claims to counteract this assumption. Due to their price points, however, these brands of disposable diapers are often distributed through supermarkets and large discount stores.