Running head: PAMPERS1Target Marketing AssignmentGenell PratherDavenport UniversityMKTG 211Laura Kyriakopoulos, DUO InstructorJuly 10, 2011
PAMPERS 2GeographyPampers diapers are all over the world servicing over 20 countries, Pampers have found that states like Utah and Ohio that have larger family sizes are Pampers core regions. Pampers will have larger core region for the Splashers products in warmer states where there is swimmingis a year around activity like Florida and California. In 2008, Procter and Gambler listed Pampers top six countries’ including United States, United Kingdom, Mexico, Germany, China and India.DemographicsPampers target audience is users of disposable diapers. The primary target of Pampers is parent’s age’s 25-35, more specifically mothers with babies aged 0-3 years old, because in the United States women handle most of the family’s finances and make 80 % of consumers purchases (Lamb, C. W., Hair, J. F., Jr., & McDaniel, C. 2011) . The affordability and practically of using Pampers appeals to a middle class (25,000-75,000 a year), price conscious family, whilethe quality product of the Pampers brand will also appeal to the higher class families(75,000-150,000 a year). Ethnicity of Pampers is wide range, there is no specific ethnicity for this productbabies from all over the world are protect against leak with Pampers. A strong demand for disposable diapers is in urban areas where mothers are working and looking more convenience intheir domestic reasonability’s. Pamper targets married and un-married adults with one or more child. PsychographicsDistinct Personality Traits Are:•Modern Lifestyle not in to the old school ways of life.•Parents of Toddlers that are not yet potty Trained
PAMPERS 3•Name Brand Loyal, Shopper that prefer brand names over no name cheaper productsMotives Are:•Saves time, over cheaper diapers that need changed more often or cloth diapers that need constantly rewashed.•Babies and toddlers are not potty trained•Swimmers make it easier to take toddlers swimming because they are lighter and no gel falls outLifestyles Traits Are:•Busy Working Parents that need to save time. Which cloth diapers would take more time because they would need to be washed? •Purchases of Convenience, tend to buy items that make their lives easier•Middle Class (25,000-75,000 a year) Benefits Segmentation•Swaddles Sensitive Diapers – Pampers Swaddles Sensitive Diapers are great for babies with sensitive skin, the hypoallergenic to prevent rashes. These diapers also have wetness indicators, which have greater review than other diapers with wetness indicators also rating 4.6 or of 5.•Easy Ups Trainers for Boys/Girls - Easy Ups Trainers are the most beneficial for parents training their toddlers to be potty trained. Easy Up has a cooling sensation for toddlers to know when they are wet so they can learn to use the bathroom.
PAMPERS 4•Splasher Swim Pants – Splashers Swim Pants are lighter version of a diaper that makes it easier to take you child swimming in the summer and all year around. Splashers do not cause that
- Winter '09
- Marketing, Procter & Gamble, Huggies, Pampers, Diaper