p g pampers pampers market research essay

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Advertising and marketing


The product I selected is Pampers brand diapers, the largest brand of Procter & Gamble Company. It is an American global and diverse company that provides customer packaged products in the aspects of beauty and grooming, health and well-being, and household proper care. According to Rehtmeyer (2010), P & G’s items are sold much more than 180 countries and its goal should be to provide items of high-quality and value to improve the lives of world’s customers (p. 5). P & G is a highly competitive market environment, with global, regional, and native competitors.

The corporation is facing a high threat of competition because customers have many different options of products from all other competitive firms based on the purchase price and manufacturer strength. Consequently , to develop you can actually competitive advantages, P & G can be focusing on the innovation of both products and operations with technological advances, and based on effective revenue, advertising, and marketing applications (Rehtmeyer, 2010, p. 12). In addition , S & G states five strategies to achieve the success of business, products, functions, social responsibility, employees and stakeholders (“Sustainanility, 2010, g.


The company delights consumers with sustainable innovative developments of products, enhances the environmental functions, develops social responsibility applications, encourages workers to be interested, and help to make stakeholders be responsible of shaping you’re able to send future. Pampers, the largest make of diapers, which can be famous all over the world. Consumers are content and satisfied as they employ Pampers diapers, which can continue to keep their kids dried, clean, safe and comfortable throughout their playing and sleeping time so that parents could be reassured about their children. The company has ceased to be focusing simply on babies but provides expanded into targeting both pregnant women and toddlers (Mortimer, 2005, g. 20). Pampers is concentrating on on women that are pregnant, infants and babies, and toddlers and preschoolers. For all those pregnant women who are about to have infants, they get ready for the products of infants and they are considering choosing good quality and safe diapers with small size; Father and mother who have already got babies, they can be interested in softest, driest, and many sensitive pampers for their newborns;

Parents of toddlers and preschoolers, they are interested in much larger sized comfortablediapers and also training pants so they really could educate their kids toilet skills. To meet customers’ interest and needs, Pampers produce most comfortable, driest, very sensitive and most comfortable diapers with different sizes so that parents can select what they want based on the stages their kids in. Pampers also supplies training pants for some of toddlers and all of preschoolers in order to assist these children who also are along the way of bathroom training. As a result, parents are capable to select the items that fit their kids based on the absorbency, comfort and gentle level. Alternatively, the company is committed to producing “green companies invented life-cycle disposable and reusable pampers in order to deal with customers’ concerns, which clearly shows the socially accountable behavior of the company. Since Mortimer (2005) illustrated that Pampers attempted to develop for the products advancement to address consumers’ environmental problems (p. 23).

Environmental Check


There is the increasing beginning rate of girls between age group 25 and 34 in North America. In accordance to Figures Canada (2009), the most common group for women having children among the list of age among 25 and 34. Furthermore, there is greatest fertility and birth charge of group age 25-29 and 30-34 in the U. S (“Child Trends Data Bank, 2013). On the other hand, mom and dad are becoming more alert to environmental effects, and they are happy to be socially responsible part models for their children and community. Pampers offers people the ability to go after a healthier future.


Customers like cheaper products because of their aged shopping behaviors and the competition from other businesses provide the same products. However , consumers are ready to spend more on top quality products. They can be looking forward of recent products which could satisfy their demands. With the economic system improving, buyers have more secure and throw away income of trying impressive products. While Statistic Canada (2009) stated that women are experiencing children later in Canada. For the people women who happen to be between 25-34 and have children later, they may have more stable jobs and disposable incomes so that they are able to spend money on high quality products to assure their babies’ health. Pampers is economically priced and delivers excessive qualityproducts.


Pampers uses the technology of cycle analysis and develop environment-friendly diapers (“World Resources Institute, 1994, g. 2). Since people are even more aware of earth-friendly practices, therefore the innovation technology of “greener products ought to be advanced frequently. Also, Pampers innovation designed “Premium Care with Time Max technology which is driest and thinnest diapers, and provides up to half of the day dryness with ultimate comfortableness protection (“Gokbulut, n. m., p. 1). The company can be concentrating on babies’ skin care, therefore Pampers created this technology to protect every single baby’s important skin against wetness and make parents reassured about their babies’ skin area. Additionally , the company advances their Internet program so that to create consumers convenient purchase online, and Pampers website also provides schooling education video tutorials of their products.

E-marketing exists for Pampers as well. The organization cooperates with Epsilon International Company and use email survey with new exploration methodology as being a marketing and connection channel to achieve a wider audience and know customers’ needs and preferences. The survey email is created in multiple dialects so that provides Pampers the widest possible reach, and instant access to their customer base (P&G Delivers, 2008, p. 2).


Among Pampers’ opponents is Huggies. Pampers offers 35 % global market share and Huggies has twenty two % global market share news and both of these brands can be found in over 50 countries around the globe (Huggies vs . Pampers, n. d. ). They have the same target audiences, pregnant women, infants, toddlers and preschoolers. Both these two brands are within an average price (Huggies versus Pampers, in. d. ). From the point of view of top quality, Huggies diapers include a more manufactured and plastic-like feel towards the outside, although Pampers pampers have a softer plus more fabric-like think to the outdoors (Huggies versus Pampers, and. d. ).

Huggies is less aware of environmental consciousness. Relating to Bartenstein (2010), Huggies green rinsed to assure their products happen to be environmental friendly and best for children, however , one of the products, called “Pure and Natural are made of a large number of artificial materials so that adding a considerable amount ofwaste to America’s landfills (p. 16). With the increasing number of individuals who are usually more conscious regarding eco-friendly, persons prefer to select greener products.

Relevant Styles

First, more people are with regards to about environmental issues today, so earth-friendly diapers brings in more parents. Second, there is a competitive trend. Huggies is bettering their R&D system to produce advanced technology about diapers. There is an application produced by Kimberly-Clark Corp. that notifies parents once their babies wet the diapers (Technavio, 2014). Father and mother would be happy with this software because they will could conveniently know when their infants need fresh diapers so they are able to change the diapers with time. Thus, it is going to propel the expansion of the industry during the prediction period. Third, women are experiencing more children, but later in life.

The average of ladies giving birth dived from twenty seven (in 1996) to up to 29 (2009), and the first time of fertility rate of Canadian women old 30-34 outdone that of women aged 25-29 (Statistics Canada, 2009). Next, the economy can be advancing. There would be more family members have more stable jobs and disposable incomes to support youngsters. Last, we have a trend of accelerating immigrants in Canada. As Ferrer (2013) pointed out that there is a trend of fertility of immigrants to Canada (p. 4). As a result, the market of pampers is growing.

Consumer Scan

First, the most significant component that impacts customers actions are quality of goods. Every parent wants their very own babies to work with safe and healthy products. Making superior quality products sustainability will help Pampers win even more support of customers and keep consumer loyalty. Second, moms usually buy home things and they are more engaged of buying products in digital and social media. They might get recommended products from their close friends or strangers, like word of mouth marketing through social media channels. Mums tend to shop online and see responses of products from the other moms through social media, just like facebook and twitter (Hanna, 2013).

To shop online is more versatile and convenient for moms mainly because they do not include extra time pertaining to shopping because of the busy work or taking good care of their infants. Third, you will find 3 points influences parents of purchasing, the internet coupons, conversation community, and smartphones (Hanna, 2013). Theylike coupons like a reward way of buying goods, they want a public communication place to consult with other experienced moms, and want mobile phones to obtain coupons, get nearby neighborhood deals and scan bar code of products. Those would be the factors that influence customers.

Conclusion and Recommendations

Pampers has good achieved in its organization because it understands what their particular audiences matter about and evaluate in. Pampers is usually socially accountable of featuring the constant advancement environment-friendly goods with technology improvement. However , Pampers ought to put more investments upon developing their very own R&D system of innovations to ensure that to help babies communicate better with their mums, like pampers tracking app. Also, more moms just like using social media to purchase in products and talk about the quality of products with others.

Thereby, it is an effective marketing way for Pampers to build general public community to leave customers be permitted access of talking with other folks in order to know more about the products. Furthermore, there is a tendency that women are having children afterwards, so Pampers should focus on advertising items with a larger range of age of women having a baby and the most crucial thing is always to know the demands of consumers in several age groups.


Bartenstein, K. (2010, November 5). Going green: who’s committed and who’s not having their determination? Western Connecticut State University. Retrieved from http://library.wcsu.edu/dspace/bitstream/0/532/1/Kim+Thesis+PDF.pdf Kid Trends Info Bank. (2013, December). Fertility and birth rates. Kid Trends Info Bank. Gathered from http://www.childtrends.org/?indicators=fertility-and-birth-rates Epsilon Worldwide. (2008). Procter & Gamble delivers Pampers email study with Epsilon International. Protéger, A. (2013). The virility of new immigrants to Canada. Institute for study regarding Labor. IZA DP NO . 7289. Gokbulut, Y. (n. d. ). Latest development. Retrieved via https://www.pg.com/en_US/downloads/innovation/factsheet_FINAL_Pampers_CEEMEA.pdf Hanna, B. (2013). CPG marketing trends: Pampers engaging mothers via digital and social networking [Web log post]. Retrieved via

http://www.cpgtrends.com/2011/07/pampers-engaging-moms-via-digital-and-social-media/ Huggies or Pampers (n. d. ). In Diffen. Retrieved by http://www.diffen.com/difference/Huggies_vs_Pampers Mortimer, R. (2005). Absorbing market share. Brand Technique, (192), 20. Pampers, (2014). Baby proper care, development, and activities. Pampers. Retrieved from http://www.pampers.ca/home. L & G, Canada. (2010). Sustainability. P&G. Retrieved from http://www.pg.com/en_CA/downloads/PG_canada_sus_summary2010_2011.pdf Rehtmeyer, J. (2010). The Procter & Gamble Company. Educational Investment Account. Statistics Canada. (2009, January 5). Ladies having kids later. Statistic Canada. Recovered from http://www41.statcan.gc.ca/2008/20000/ceb20000_000-eng.htm Technavio. (2014, March 5). Pampers or perhaps Huggies: Innovative developments in diaper technology produces fierce competition [Web log post]. Retrieved from http://www.technavio.com/blog/pampers-or-huggies-innovations-in-diaper-technology-creates-fierce-competition Community Sources Company. (1994). The Procter & Gamble Firm: A Cycle analysis.


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