3) Pampers has a pretty good product mix. They have a wide line of offerings which includes products such as Swaddlers, Cruisers, Baby Dry, Wipes, and Splashers. Furthermore, Swaddlers have a broad line which includes various sizes and types such as overnight, regular, and sensitive. Pampers should make no changes to their products for babies. What needs to shift is how Pampers markets to their consumer base that buy the diapers for their babies. Current Pamper products are packaged featuring mothers but not fathers. Even Pamper commercials fall short in including fathers in the picture. For example, Pampers could sponsor a daddy’s day out for first time fathers and their new babies. Pampers could also roll out a huge ad campaign targeting this new segment by relating better to them using product spokespeople such as well-known professional athletes. This would grab the target segments attention and help them relate on a personnel level with the athlete and Pampers products. 4) Pampers is currently in the maturity stage of its life cycle. There are three major competitors in disposable diapers that make up 80 percent of the US diaper market share: Pampers, Huggies, and Luvs (Kumar, 2015). Pampers continues to dominate with owning 44 percent of the overall market (Kalogeropoulos, 2016). In 2015, Kimberly Clark had to slash prices with Huggies in order to remain competitive with Proctor & Gamble. Huggies was generating seven billion in sales compared to Pampers product domination at over ten billion a year (Kumar, 2015). This is in part due to Pampers increasing the size of its Pampers Swaddlers
Pampers 4 up to six which led to a five percent market leading growth pace in the past three years (Kalogeropoulos. 2016). Modifying Pampers target market and employing new marketing strategies to seek first time fathers as new consumers still keeps Pampers in the maturity stage of its life cycle. P&G already spends nearly triple on advertising over Kimberly Clark (Kumar, 2015). They can use some of this advertising money in order to target new first time father consumers. 1) Pampers direct and indirect channels are illustrated in the attached exhibits. Pamper diapers are created within a manufacturing plant that deliver to wholesalers who deliver to retailers. This is when the retailer cannot meet the minimum requirement to purchase directly from the manufacturing plant itself. That requirement includes a minimum purchase of a “combined full semi-truckload of Laundry, Cleaning, Paper, Food and Beverage brands or 300 cases of Beauty and Health Care items” (P&G, 2018). P&G takes it even a step further by co- locating their own staff within the supplier sites in order to expedite the distribution network and help it to better achieve its replenishment goals (Gunn, 2015). For better distribution needs of this first time father segment, e-commerce should be amped up so that busy dads can order diapers without ever leaving their homes. Men are more likely to want to shop online and never have to leave their house over the female counterparts (Schlossberg, 2016). Generation Y accounted for 46.6% of reported e-commerce in 2015
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- Fall '13
- Marketing, Procter & Gamble, Huggies, Pampers, Diaper