Pampers Marketing Mix

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Marketing Mix of Pampers analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the business & marketing strategies of Pampers.

Let us start the Pampers Marketing Mix:

Product:

Pampers offers brand of baby and toddler products. It product strategy in its marketing mix offers Swaddlers, Cruisers, Baby Dry, Sensitive Wipes, Easy Ups Boys, Easy Ups Boys. In India, it offers following products: Premium care pants, Dry care pants, New baby diapers, Active baby diapers, Baby dry diapers

Pampers is positioned as a product to improve lives of babies, toddlers and also their parents. Parents prefer diapers for their young children due to their hectic professional life as diapers do not require additional care and frequent replacements. In 2014, Pampers had a global market share of around 33% for disposable baby diapers. It is a global leader in the baby diapers category followed by Huggies (18% market share). In India, Pampers, Huggies and Mamy Poko constitute 85% of the market share.



Image: company website


Price:

Pampers focuses on Non-Price Competition pricing strategy. Pampers focuses on quality, packaging and delivery to differentiate itself from its competitors. Price is not reduced to increase the demand for its products. Due to its excellent quality, its customers don’t mind to pay a price to buy its products although it is not priced at a premium. The competitors pricing is also kept in mind as a part of its marketing mix as to not overprice the products.


Place:

Pampers is a brand owned by P&G and P&G has a wide product portfolio in the FMCG sector. It has extensive distribution channels globally. From the company, Pampers products are transported to the carrying and forwarding agents. From Carrying and Forwarding agent, they are transported to the distributors then to the wholesalers and then to the retailers. Sometimes from the distributors, they are directly transported to the large modern retail outlets. In India, Pampers diapers are available at retailers, supermarkets and kirana stores from where the final consumers are able to purchase it.

Pampers diapers are also sold on E-Commerce websites. In India, they are sold on Amazon.com. Here there is no need for a consumer to go to the retailers to buy the product. Instead they can just sit at home and order the diapers at ease.


Promotion:

Pampers is a brand of P&G, which is a powerful FMCG company. The promotional strategy in the marketing mix of Pampers is aggressive and uses all media. P&G carries out following promotional activities of its brand Pampers:

P&G comes up with TV ads showcasing the importance of using diapers to the children and the comfort the babies be with diapers. The ads are targeted at the middle class and above middle class young working women. In India, P&G is one of the highest spenders on advertising.

It also comes out with print ads on newspapers and health and nutrition magazines. Pampers also promotes itself through direct marketing where mails are sent to mothers with babies. These mails contain nutritional tips for mothers and may also contain coupon codes to avail discount while purchasing.

It also promotes itself through product placement in movies. Pampers had paid $50000 to feature itself in a film “Three Men and a Baby”. It also indulges in CSR activities. For example, in Pakistan they came up with Spread A Smile campaign where they provided free health check-ups and medicines for babies in flood affected areas. In some countries Pampers promotes itself through Billboards. Pampers also has a YouTube channel where it comes with creative ads and videos. This summarizes the Pampers marketing mix.


About Pampers:

Pampers is an American brand of baby products marketed by P&G. It was founded in the year 1961. Its present in over 100 countries and its diapers are used by 25 million babies. Pampers was the first brand of P&G to make $10 Billion in annual revenue.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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