11. In an attempt to take market share away from archrival P&G’s Pampers, Kimberly-Clark’s baby-care division has developed a diaper that remains wet for 2 minutes prior to drying. Called “Wet ’n Act Advanced Trainers,” these diapers prompt toddlers to try tinkling in the toilet once they partially wet the diaper. The Huggies team has a keen interest in the primary customer segment it calls “30 & Smart.” This segment currently accounts for 15 percent of Pampers and 20 percent of Huggies sales. Members of this segment live primarily in metropolitan areas, are between 30 and 39 years of age, and are well educated.7 Visit www.kimberly-clark.com and search the Internet—including social media—as well as your library’s electronic databases to obtain information on Kimberly-Clark’s and competing diaper brands.

Develop a three-level conceptual map from the following elements:

a. Management wants to beat Pampers in the diaper wars.

b. Management wants to successfully introduce a new diaper that will capture an 80 percent market share in the 30 &

Smart segment within 12 months after introduction.

c. Therefore, we are studying what will make the best diaper.

d. Therefore, we are studying 30 & Smart evaluations of “Wet ’n Act” in a test market.

e. So that we can explain preferences for competing brands of diapers.

f. So that we can explain the probability of switching to the

“Wet ’n Act” diapers within this segment.