Table 1 SWOT of Pampers Strength Bhasin nd Pampers has always used emotions to

Table 1 swot of pampers strength bhasin nd pampers

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Table 1: SWOT of Pampers Strength: - (Bhasin, n.d) Pampers has always used emotions to drive business as these advertisements have been not just promoting the product but also have acted as creating a lot of awareness on the importance of cleanliness in sanitation (Bhasin, n.d) - Pampers has always keeping their incremental innovation and continuously improving their quality of products. 56
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- Pampers has strong free cash flows that making them be able to conduct new projects and conducting researches. - Pampers and its competitors (Huggies) are the two companies that control around 85% of the global market for diapers and Pampers is the first company to create the concept of the disposal diaper. - According to Bhasin (n.d), Pampers always present itself as an essential component in the growth of every child as its products reduce chances of infection caused from sleeping in a wet nappy (Bhasin, n.d) Weakness - Customers in cities use more diapers as they see diapers as a necessity in taking care of a child. However, people in rural areas might not acknowledge of the main function of diapers in hygiene and health term for their children. Pamper has not been successful in raising rural consumers’ awareness - Pamper is hard to be affordable for most lower- class people because of its novelty and high price. - There are gaps in the product range of Pampers leading to the lack of choice. Opportunities - New trends in consumer behavior can bring new market opportunities for Pampers to broaden into new product categories. - A lower shipping prices can also bring down the cost of Pampers products and increasing the profitability as well as sharing the benefits with the customers to gain market share and loyalty. - Incremental innovation in both products and services can help Pampers gain more competitive advantages in comparing to its competitors. Threats - Diaper market is a competitive market and Pampers has to face with different aggressive competitors in different countries. For instance, Huggies is its globally main competitor, aside from Unicharm in Japan and Essity in Europe. - Due to the rapid change in technology and innovation, firms are producing products at lower cost while increasing the quality. Also, they are willing to lower their price to gain more market share and consumers’ loyalty, leading to the price war between firms. - Diaper product is a sensitive product and easily to be substituted. - More and more environmental regulation and pressure towards diaper producers like Pamper. 57
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2. The Brand audit 2.1 Brand image 2.1.1 Brand elements According to Lim (2019), brand identity is the visible elements of a brand, such as color, design and logo that identify and distinguish the brand in consumers’ minds (Lim, 2019). The ultimate goal behind the branding identity is cultivating a certain image in consumers’minds and enhancing branding awareness. There are four main key elements as captured by the visual code: URL’s symbols and characters, spokes people, packages and signage (Haaften, 2017).
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  • Spring '16
  • jahangir

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