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Hayat currently leads hospital baby nappy sales, while Pampers is pushing below-the-line promotion and engaging with parents to boost sales.
Furthermore, baby and child-specific products players may address marketing needs with below-the-line promotions as well.
A full-fledged ad campaign, including TV and below-the-line promotions, should begin about two months later, says Galal Zaki, Intermarkets' managing director.
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