FINE pushes for increased market share in diaper segment with upgraded product line, promotional offers

The new product is a result of extensive market surveys as well as feedback from consumer focus groups. The company, that currently holds over 20 percent market share, is a leading player in the diaper segment in the UAE.

"The diaper market is of an extremely competitive nature. Parents place a premium on their child's hygiene and comfort; however being a daily use product, pricing is also a key influencer of the buying decision. We have improved the popular value-for-money LIDO Super Dry diapers after test-marketing it on our consumer focus groups, which comprised of regular customers and users of competing brands," said Peter Janho, General Manager, FINE Hygienic Paper FZE.

"Recent market studies indicate that countries in the Arabian Gulf have among the highest birth rates in the world, and rank fifth globally in terms of population of children. The diaper market in the UAE and the lower gulf represents a significant proportion of our revenues, which is one of the main reasons why we have chosen this sector as a key focus area for growth and expansion this year," added Janho.

"An essential new feature of the LIDO Super Dry diaper is its 'Magic layer', a rapid liquid acquisition layer that can effectively keep moisture away from the baby's skin. The diaper's efficiency is further strengthened by a super absorbent non-allergic gel spread evenly across the pulp layer to increase absorbency levels by up to 25 percent. We have also improved the shape of the diaper; it is contoured and lighter to offer maximum comfort. Additionally, the LIDO bag now comes with an easy carry handle".

"To further drive usage of the new LIDO, we have launched a promotional redemption scheme. Consumers can claim a free regular pack of any sized diapers (small, medium, large or maxi) against purchase of seven regular packs of any size, over a period of 3 months. The offer is available at all retail outlets until June 27, 2004.