To understand our customer:
The new parent(s) of a baby who wish to make the best possible decisions concerning
the day-to-day care of their infant but receive conflicting messages from friends,
family, advertising, and healthcare providers.
To provide our customers:
A brand name that connotes quality, credibility, trust and caring.
A focused assortment of infant toiletries and body care products that are natural,
safe, effective and widely available.
Access to information and advice (printed, Internet and word of mouth) about infant
care and the effectiveness and safety of products.
Acceptance and support of the brand by healthcare practitioners.
To deliver to our retail channels:
Focused marketing and advertising support of the brand.
Continuing research, innovation and testing to assure an on-trend assortment of
best-in-class infant care products.
Quick response distribution of product and display materials to selling locations
or distribution centers.
Gross margin opportunities associated with value added consumer products.
To conduct ourselves as a company with:
Teamwork and coordination at all levels. Treat each other with consistency, fairness
A clearly defined and enforced code of conduct to promote honesty and integrity.
Honest, open and constructive communications throughout the organization.
Financial rewards and career advancement in recognition of value added contribution
by individuals who have had superior training to enable them to succeed.
A return on assets that will motivate investors to provide capital to expand our
market share and further improve our profitability.
- Constant refinement of the
way we conduct the business, utilizing the best, most effective practices in the
industry in order to increase productivity.