Promotion: The promotional strategy for Pampers with regard to marketing mix incorporates some form of aggression and utilizes every media platform for brand promotional activities. The company creates Television ads that highlight the significant use of diapers to babies and their comfort. The ads target the middle and upper class for most working women. Additionally, it delves on
PAMPERS MARKETING STRATEGY 11 newspaper print ads as well as nutritional and health magazines that promote Pampers directly via an individual mailing to postpartum mothers. These mails entail some useful nutritional tips for mothers pegged with coupon codes that guarantee discount at purchase. Furthermore, the company promotes Pampers products in movies; for instance, Pampers is estimated to have paid at least $50000 to feature in the movie “Three Men and a Baby”. Other promotional activities include CSR done through free check-ups and medicinal products for babies. In most countries, Pampers markets itself through Billboards, and YouTube channel for indoor advertising, whereby amazing video ads are created to summarize the Pampers marketing mix (Vianelli & Valta, 2014). Market Breakdown The company’s product targets parents, guardians, and health care professionals who handle babies and toddlers by using the baby product in a day-to-day exercise. This also entails baby care centers, infant care providers, and hospitals. These care centers are directly involved in the baby care products including pampers in order to care for the babies at their comfort. Significantly, pampers targets anybody who purchases family baby products. Reflectively, the target implies its needs for a certain age and the growth and development of infants, babies, and toddlers. The market is quite large that crosses race, culture, and gender of the individual; when these two segments of markets are compared, the overall patronage of those interested in purchasing family baby products shares the largest part of the revenue from the Pampers brand. The two main markets require different approaches to reach respective market members. In like a manner, the core marketing competencies model may also be applied where applicable, so that healthcare
PAMPERS MARKETING STRATEGY 12 professionals, guardians are safeguarded from normal TV ads used to reach anybody within the respective market of the baby products. Owing to these facts, Pampers must create an original and unique marketing strategy for healthcare professionals and guardians. Market Position for Pampers Pampers brand is subdivided into three main product lines including diapers band pants, blasters, Kandoo, and wipes. The Diapers and pants line entails Swaddlers Sensitive Diapers, Splashers Swim Pants, Easy Ups Trainer for Boys, Cruiser Diapers. Notably, the wipes products line include Skin smoothing moisture wipes, clean and go wipes, swipers wipes, calming lavender wipes; while the bibster and Kandoo product line enlists-instant foaming pocket hand soap bibsters. Expressly, these products are designed to satisfy the needs and demands of parents, guardians, and healthcare professionals as the baby progress. It backs to over 50 years of history since Pampers positioned itself successfully as baby’s brand in the market. The product quality
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