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EXECUTIVE SUMMARY With over 16 million pounds of non-degradable disposable diapers finding their way into garbage dumps across America many Americans are turning toward a more environmentally safe diaper for their babies to avoid the continued build-up of non-degradable diapers Americans spend approximately 27 billion dollars per year for disposable diapers but that number has been shrinking due to the encroachment of cloth diapers and delivery services with an estimated 400 million in sales each year Needless to say the disposable diaper market is a huge billion-dollar industry These products are especially attractive to dual-income families and single parents who dont have the time to wash cloth diapers and dont want to spend the extra money for a diaper delivery service Competitors in the market all boast the same type of product with absorbent pads surrounded by a snug-fitting plastic diaper that is secured using tape connectors There is some product differentiation in packaging non-allergenic claims and pad size ranging from ultra-thin to thick but other than that there is very little difference between products Despite the popularity of disposable diapers however many consumers are turning away from disposable diapers because they are not biodegradable Given this gap in the market Bio-Diapers has been developed to provide ecology-minded consumers with an environmentally safe disposable diaper This new line of biodegradable disposable diapers will feature all the elements that are popular among users of disposable diapers but will include that added benefit -- biodegradability The revolutionary new advancement in the disposable diaper market will attract consumers who are concerned about the environment as well as those consumers using cloth diapers and diaper services because the disposable diapers currently on the market are non-degradable Bio-Diapers will be available for babies ranging from newborns all the way up to 30 pounds and over We will offer them in a variety of colorful designs and pad sizes Our marketing objectives and strategies are highlighted in the
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