Pampers

PAMPERS’ MARKETING PLAN

Components of the group:

Livia Giacomini

Carolina Lori

Helena Veltmans

MARKET STRATEGY (POSITIONING)

During the Consumer Behaviour analysis we have used two different methods to understand, not only the quantitative information about brands and products, but also qualitative data that could let us have a clear picture of the companies’ position in the costumer’s mind.

In order to do so, we have firstly made a careful analysis of the industry of this sector trying to individuate which were the relevant brands that had to be studied and evaluated. Through this phase we highlighted three major companies producing babies pampers such as “Pampers”, “Huggies”, “Ecobu” and a fourth element comprehending those supermarket brands that offer the same products (“Coop”, “Carrefour”, “Esselunga”, “Pam”, “Eurospin”, ect.), our internal competitors.

We based our interviews on those brands respectively listing the features and capturing the perceptions and views that consumers have about them. Here is a brief description about our findings on those Pamper’s competitors:

The principal Pampers’ competitor is Huggies which has created a highly differentiated offer very similar to ours, by selling a variety of products that follow the growth path of the children from the birth to the conquest of the potty-chair. Mothers have evaluated the attributes, showing a good quality of the product but also some lacks in the satisfaction of definite aspects: pampers are too thick bringing to difficult movements for the growing child, there is a deficiency in absorption and, in some cases, it did not respect the natural pH of the delicate baby’s skin. On the other hand, the interviewed had evidenced a very good correlation between price and quality.

Toward another target are directed the supermarket brands which have a quality range that goes from...