Who is who in baby diapers?<br />By Carlos Richer<br />Richer Investment SA de CV<br />Diaper Consulting Services, Diaper Testing Lab, Diaper Factory Audits, Benchmarking, Appraisals, R&D, Expert Witness, New Diaper Factories.<br />
Traders: based on competitive price and importation.
Manufacturers: based on local and international competitors, even if they are not head to head today.</li></li></ul><li>Mexican Baby Diaper Brands(arranged by tier segment)<br />Tier 2<br />Tier 3<br />Tier 4<br />
Good enough: Buy 5 bags (from 5 differnt stores).
Best but too expensive: Select one diaper from 25 bags.</li></ul>What size to choose?<br /><ul><li>Unfortunately not all brands are consitent along all sizes.
If you can accept the assumption that they are consistent, then you should test the size with the highest volume of sales, usually Medium or Large.</li></li></ul><li>What needs to be tested?<br />1- Diaper Construction Craftsmanship (all 25).<br />2- The absorbent pad system (10 of 25).<br />3- The fastening system (5 of 25).<br />4- The containment system (5 of 25).<br />5- Comfort and Luxury (5 but none is damaged).<br />6- Cost of manufacturing (only for traders and manufacturerers).<br />Richer Investment<br />Diaper Consulting<br />
1- Diaper Craftsmanship.<br /><ul><li>This is one of the most important categories to test and amazingly you do not even need a lab to do it.
The idea is to perform a visual audit on all samples.
My proposal is to classify the diapers in 4 groups:
No defects. The samples look perfect to the naked eye.
Minor Defects. Only a manufacturer can detect.
1- Diaper Craftsmanship(process control)<br /><ul><li>Weight variation can be another manifestation.
This is typically due to lack of process control originated by the equipment or by the people.
Most times it can be explained by a variation on the amount of fluff (dirty drum pockets, etc).
Other times is due to variation of SAP between diaper to diaper (volumetric .vs. gravimetric).
Depending on the origin is the dimension of the problem (more critical if it is due to SAP).</li></li></ul><li>Lack of Process Control<br />
Is it because of fluff or SAP?<br /><ul><li>1 gram of fluff holds about one third of the free swell urine capacity that is typical SAP.
1 gram of fluff holds less than 1/15 of the retentive capacity of the typical SAPs.
For this reason looking at variations on centrifugal retentive capacity can give us an excellent idea if the weight variation is due to the fluff or to the SAP.</li></li></ul><li>Lack of Process Control<br />
2- The absorbent pad system<br /><ul><li>Often considered the heart of the diaper.
Has to work in harmony with the overall design.
Of course many more sophisticated tests can be done, these are the tests you can do with a low budget. Not even the best of dynamic tests can compare against the actual testing with real babies.</li></li></ul><li>3<br />5<br />1<br />6<br />4<br />2<br />Symmetry= (1+3+5) .vs. (2+4+6)<br />3D Index= (average(1,2,3,4)/average (5,6))<br />
Use a focus group…… or at least a group of friends.</li></li></ul><li>
6-Cost of manufacturing<br /><ul><li>Comparing diaper performance without comparing manfacturing costs is like driving a car at night without the headights. You will crash.
How do you estimate diaper manufacturing cost?
Find out the exact usage of each diaper element (reverse engineering).
Multiply each element by its individual raw material cost.
SAP and pulp in the mix can be easily calculated in a very exact way using the total pad weight, the free swell and centrifugal retention, and the performance of a sample of SAP extracted from the diaper.</li></ul>SAP Fluff<br />X (a) + Y(b) = 450 a=14.5 c=1.7 <br />X (c) + Y(d) = 375 b=31.5 d=23.5 X=19.7 Y=8.36 SAP<br />
A new machine upgrade does not look so expensive anymore.</li></ul>Not the same if you are B and better than <br />the rest, or D and the worst in your tier.<br />Richer Investment<br />Diaper Consulting<br />
Putting it all together<br /><ul><li>Following the suggested guidline you will know by now which diaper is the best in every one of the six measured dimensions.
How to add them all together to find the best?
Craftsmanship; Absorbet system together with Containment; Luxury items; Fastening system.
Consumer tests .vs. Laboratory tests.</li></li></ul><li>Conclusions<br /><ul><li>You need to know where you stand in terms of diaper performance but also in terms of costs, use trends when possible.
You need to know your weaknesses, strengths, risks and oportunities before you can suggest product design improvements that make sense.
Dont be affraid to invest in machine upgrades when needed; it may be too late once you are forced to do it.
If you have a lower performing product with a higher unit cost, look for an urgent solution. If you cant find it ask for help.
If you are beyond help, I can help you sell your old equipment.</li></ul>Richer Investment<br />Diaper Consulting<br />
Join the Disposable Diaper Network Group at Linkedin using this link: <br />www.linkedin.com/e/gis/136568<br />Thank You<br />Questions?<br />What do we do?<br />Factory Audits<br />Feasibility Studies<br />Benchmark Reports<br />Technical Support<br />Machine Appraisals<br />Insurance Claims<br />Expert Witness<br />By Carlos Richer<br />Richer Investment SA de CV<br />Diaper Consulting Services<br />www.disposablediaper.net<br />email@example.com<br />