Download Pampers 1 Running Head: PAMPERS Marketing Mix: Pampers

Pampers 1
Running Head: PAMPERS
Marketing Mix: Pampers
Shawnna Burchfield
Kaplan University
MT 219-06
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Marketing Mix: Pampers
The purpose of this paper is to describe the marketing mix for Procter & Gamble’s (P &
G) brand Pampers. Included are a background, marketing mix analysis, and recommendations
for possible changes.
First, Victor Mills developed Pampers in the 1950’s. While working for P & G as a
chemical engineer he developed a better way of diapering his grandson. P & G adapted the idea
and created the brand Pampers (“Pampers,” 2009). P & G’s product mix is extensive and
includes all health-care, beauty-care, baby-care, cleaning and laundry, food and drink, paper,
cosmetic, and fragrance products (Unit 5,” 2009). The brand Pampers falls under the baby-care
products which includes disposable diapers, wipes, pants, and other commonly used baby items.
Pampers product line of baby-care consists of three main products that then brakes down
into multiple product lines with moderate depth. The first product is diapers and pants. The
product line includes Swaddlers New Baby Diapers, Swaddlers Sensitive Diapers, Cruisers
Diapers, Baby- Dry Diapers, Easy Ups Trainers for Boys, Easy Ups Trainers for Girls, and
Splashers Swim Pants. The second product is wipes. The product line includes Sensitive Wipes,
Swipers Wipes, Clean’n Go Wipes, Kandoo Flushable Toilet Wipes, Calming Lavender Wipes,
Baby Fresh Wipes, Natural Aloe Unscented Wipes, and Skin Soothing Moisture Wipes. The last
product is Kandoo and Bibsters. The product line includes Kandoo Instant Foaming Hand soap,
Kandoo Flushable Toilet Wipes, Bibsters, and Pocket Bibsters (“Pampers,” 2009).
Competitive brands include Huggies, Luvs, and many other private and generic brands.
The major competition is Huggies because the price and quality of the products are closely
related. Pampers primary target audience/ market segment are guardians and healthcare
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professionals of babies and toddlers who use baby products as part of their daily routine. The
secondary target audience/ market segment is anyone who purchases these products for family
and friends with babies and toddlers. The basic product positioning for Pampers is in the
development stages of babies and toddlers. Pampers market is globally known.
Secondly, Pampers marketing mix includes four marketing activities products, pricing,
distribution (placement), and promotion. Pampers uses these activities to meet the needs of its
customers within the target market (‘Unit 1,” 2009). Overall Pampers marketing mix is
extensive and meets the needs of its target market making them number one in both global sales
and global market shares. Pampers marketing mix is a success because of how well each of the
marketing activities work together in positioning of the brand. When looking at each individual
marketing activity one can see how each plays an important role in the positioning process.
Starting with the marketing activity product first. Pampers is classified as consumer
products because consumers purchase Pampers to satisfy personal and family needs (“Unit 5,”
2009). Pampers is currently within the growth stage of the product life cycle. Pampers is
establishing its market position by encouraging brand loyalty (“Unit 5,” 2009). Pampers is a
brand that is inspired by babies needs by keeping them comfortable, clean and dry. All of
Pampers products are developed to fit each developmental stage from birth to toddler
(“Pampers,” 2009). For example, consumers purchase the Swaddler line for newborn babies and
the Cruisers line for babies that crawl and so on. One benefit of purchasing Pampers over other
brands is that the consumer can choose from multiple product lines resulting in finding the
perfect product for their baby’s individual needs. Based on product, P & G does an excellent job
at meeting its customers’ needs with its brand of Pamper products.
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The next marketing activity is price. Pampers uses nonprice competition because they
focus on product quality to distinguish its product from other competing brands. An advantage
of this is that Pampers has built customer loyalty, which increases the brand’s unit sales (“Unit
7,” 2009). Pampers number one competitor is Huggies and their prices are closely related.
However, there are cheaper substitutes that consumers can purchase making the demand-based
pricing elastic. Meaning that if the price for a product increases the quantity demanded
decreases (“Unit 7,” 2009). This is why Pampers relies on consumer loyalty to maintain sales
but if the consumers buying power decreases, Pampers sales may decrease as well. Pampers is
not a premium product given that there are suitable substitutions such as Huggies, Luvs, or
private and generic brands. Overall, Pampers is economically affordable for any income. In
addition, all of the products prices end with a nine giving the consumer a sense of value for their
money. This type of pricing is called psychological pricing and is a common pricing strategy
used by marketers (“Unit 7,” 2009). Pampers does a good job of serving the needs of its
customers by offering them a fair and reasonable price for their products. Pampers has created
customer loyalty by not sacrificing quality in order to lower their prices.
Next is the marketing activity of placement that includes marketing channels and physical
distribution issues. Pampers uses the long-standing distribution channel C which takes the
product form the producer to a wholesaler, then to a retailer, and finally to consumers (“Unit 8,”
2009). During this process, Pampers deals with physical distribution issues including order
processing, inventory management, warehousing, and transportation. Pampers order processing
has three main tasks. The first is order entry, the second is order handling, and the third is order
delivery. All of this is done by use of electronic data interchange (“Unit 8,” 2009). Pampers
uses inventory management to maintain adequate assortments of products to meet their
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customers’ needs. By doing so Pampers is able to minimize inventory costs. Pampers have
many warehouses that store and move the products. Pamper moves products from the producer
to wholesaler and then to the retailer by use of transportation. Pamper uses the railroad system
when available to move products cheaply. They also use trucks, waterways, and airways to
move their products. Pampers is doing an adequate job when it comes to placement by
minimizing the costs wherever possible.
When looking at promotion Pampers uses competitive advertising, public relations, and
customer loyalty. Through competitive advertising Pampers points out their special features,
uses and advantages relative to competing brands (“Unit 9,” 2009). Pampers advertise how their
products change with each developmental stage from newborns to toddlers making their product
stand out among other competitors. Advertising is done through magazines, television
commercials, internet websites, billboards, and through direct marketing. Pampers also uses
product placement in movies and shows like Three Men and a Baby or Make Room for a Baby.
This is a great way that Pampers promotes its products.
Pampers public relations extend throughout its global market. A public relation is known
as a broad set of communication used to create favorable relationships between organizations
and the stakeholders (“Unit 9,” 2009). Pampers uses networks to accomplish this. Their
network consists of a number of organizations that work in the best interests of parents and
children. Some of which include March of Dimes, Cincinnati Children’s Hospital Medical
Center, and The National Association of Pediatric Nurse Associates (“Pampers,” 2009).
Pampers makes donations to these organizations. In addition, Pampers has a website designed
especially for parents and healthcare professionals that educates individuals on many aspects of
babies and toddlers.
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Customer loyalty programs include sales promotions of coupons, sweepstakes, rewards,
and free samples. Pampers use these techniques to build sales and maintain customer loyalty by
rewarding the consumer for purchasing their products. Once a consumer becomes a Pampers
member, Pampers uses direct marketing strategies to maintain customer loyalty. These strategies
include sending brochures, pamphlets, and booklets with important information about each
development stage as the consumers child grows while promoting their products that fit each
particular stage (“Pampers,” 2009). Pampers is doing a great job at promoting its products while
educating the consumer with valuable information pertaining to their growing child.
Finally, Pampers has been successful in positioning its brand. They are consistent with
their message and their consumers are well informed about their products. Pampers is
successfully promoting its products while educating individuals about the developmental stages
from newborns to toddlers. Of course, there is always room for improvements. Extending the
product line to include bath products is one recommendation. Some examples could include
Pampers shampoos, soaps, lotions, and oils. Pampers could promote their product by including
coupons within or on their packaging. This encourages customer loyalty by rewarding the
consumer with extra savings. Maybe Pampers could come up with reward points by issuing
membership cards and each time used they earn points that add up to Pamper dollars and then
redeemed when purchasing any Pampers products. There are many ways that Pampers can
improve their marketing strategy, but for now the strategy they are using works and there is no
need for change at this time.
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References
Pampers website. Retrieved March 5, 2009 from
http://www.pampers.com/en_US/home
Unit 1 Marketing, eBook, (2009) Kaplan University
Unit 5 Marketing, eBook, (2009) Kaplan University
Unit 7 Marketing, eBook, (2009) Kaplan University
Unit 8 Marketing, eBook, (2009) Kaplan University
Unit 9 Marketing, eBook, (2009) Kaplan University