BRANDING: 

Bona Papa Plus 

Brand Association: 
NAME & LOGO :                                            
 

 
 

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ANA & BATLA INDUSTRIES PVT LTD
Brand Vision: 
“To be available everywhere and providing fine quality baby
products in affordable prices.” 

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ANA & BATLA INDUSTRIES PVT LTD
Brand
Positioning:  

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ANA & BATLA INDUSTRIES PVT LTD
 BRAND
ESSENCE:
brand
personality is
Innocent.
Brand
narrative is
"sab se acha
sabse behter
Bona Papa
Reasons baby believe: 100%
to diaper".
money back guarantee if skin
rashor any type of leakage or
any other complaint.

POINT OF DIFFERENCE: Finest quality baby

diapers in low price segment which is widely
available in most of the retail outlets.

FRAME OF REFERENCE: Baby diapers for smart moms who want

best for their babies but at a reasonable price. Main Competitors
are Perfect baby Diapers, Rocket baby diapers, royal baby diapers,
rio baby diapers, rainbow baby diapers and SuSu diapers.

ATTRIBUTES: 8-12 hour Performance, Rash free, Absorption Distribution

layer, and super Extra Comfort.

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ANA & BATLA INDUSTRIES PVT LTD
Brand Image:

Bona Papa is a brand known for its fine quality, budget friendly on
pocket and money back guarantee which makes an intangible relation of
trust and care with their customers.

Brand Awareness:

The brand Bona Papa is AIDED awareness as it needs some sort of

reminder for the customer to recall about the brand.

Brand Loyalty:

Bona Papa Plus customers are not very brand loyal as they are
switchers and price sensitive customers because usually their first
priority is affordability followed by quality of the product.
(All it matters is availability of the brand is available customer will buy, if
the brand isn’t available many of the customers will not wait and buy
from another but they will go for alternate brand or the brand which
shopkeeper recommends).

Brand Extendibility:

The brand Bona Papa Plus has an extended variant of its product “Bona
Papa Magic” as it adds some extra features i.e. cloth like back sheet and
Velcro side tape instead of PE back sheet and PE adhesive side tapes.
Secondly it also has bona papa baby wipes and soon they will be
launching baby shampoo, baby soap, baby lotion and baby toothbrush.

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ANA & BATLA INDUSTRIES PVT LTD
Brand Architecture:

Ana & Batla Industries is a House of Brands.

PRODUCT: Bona Papa PLUS

Product Features:

The main features of Bona Papa baby diapers are,

1. Absorbency: A good baby diaper always keeps wetness away from

baby’s sensitive skin which protects the baby from irritation and
rashes.

2. Softness and Stretch: The soft nonwoven surface protects the

gentle skin and stretchy sides allow the diaper to adjust on the
baby’s unique shape perfectly.

3. High Performance Adhesive Side Tape grabs the baby around the
waist and does not let the diaper fall or loose.

4. Umbilical Cord Cut: A cut out on the front of diaper that goes
around the baby’s umbilical area to keep that area dry and help it
heal. ( New Born Size only).

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ANA & BATLA INDUSTRIES PVT LTD
Product SKU:

Bona Papa Plus diapers has 4 types of packaging which further divides
it into 20 SKUs and with bona papa baby wipes it makes the total of 21
SKUs.
1. Economy Pack

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ANA & BATLA INDUSTRIES PVT LTD
Mini Pack

Premium Pack

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ANA & BATLA INDUSTRIES PVT LTD
Mega Pack

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ANA & BATLA INDUSTRIES PVT LTD
Baby Wipes

Product Life Cycle:

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ANA & BATLA INDUSTRIES PVT LTD
Before 2014, Bona Papa plus was sold through the trading model. From
the first quarter of the 2015 company started marketing and made
distributors all around Karachi with the plan to make their product
available at all the retail outlets in Karachi and then nationwide. Year by
year the brand started growing at the exponential rate year by year. Now
in 2020 the brand is near to maturity since it is available at most of the
outlets and the growth rate has now declined. As, it was before.
Company assumes that in 2021 they well sell almost the same quantity
as the year 2020.

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ANA & BATLA INDUSTRIES PVT LTD