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Bashundhara Baby Diaper Marketing Strategies in Bangladesh


  • Jashim Uddin Ahmed
  • Mohammad Abdul Majid
  • Sumaiya Suhaila
  • Asma Ahmed


The Baby Diaper Industry has had been flourishing in Bangladesh, with over 30 existing brands, substantially contributing toward the betterment of the economy. Among several brands, Bashundhara Baby Diaper (referred as Bashundhara Diaper) is one of the major local brands. It offers good quality diapers within an affordable price range that reach customers through vast distribution networks. The company often markets its diaper brand using emotional appeal through an array of “Above the Line (ATL)†and “Below the Line (BTL)†promotional tools including print media, radio, strategically placed billboards, and both trade and customers’ offerings. This collectively contributes to the attainment of sustainable market growth for Bashundhara Diaper. However, the company often has to face challenges which include high level of existing market competition and frequent criticisms from the customers due to inconsistent quality. In spite of the challenges, Bashundhara Diaper still persists by ensuring consistent service and quality for customers, offering lucrative deals and taking advantage of opportunities as the market for the consumption of baby diapers continue to steadily grow across the country.

Suggested Citation

  • Jashim Uddin Ahmed & Mohammad Abdul Majid & Sumaiya Suhaila & Asma Ahmed, 2020. "Bashundhara Baby Diaper Marketing Strategies in Bangladesh," Business Perspectives and Research, , vol. 8(2), pages 308-323, July.
  • Handle: RePEc:sae:busper:v:8:y:2020:i:2:p:308-323
    DOI: 10.1177/2278533719887459

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