Published by MBA Skool Team, Last Updated: December 05, 2016
Marketing Strategy of Pampers analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Pampers marketing mix, help the brand succeed.
Pampers marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Pampers Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Pampers Product Strategy:
The product strategy and mix in Pampers marketing strategy can be explained as follows:
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
Pampers Price/Pricing Strategy:
Below is the pricing strategy in Pampers marketing strategy:
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.
Pampers Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Pampers SWOT Analysis, STP & Competitors
Pampers Place & Distribution Strategy:
Following is the distribution strategy in the Pampers marketing mix:
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.
Pampers Promotion & Advertising Strategy:
The promotional and advertising strategy in the Pampers marketing strategy is as follows:
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.
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.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
Browse marketing strategy and 4Ps analysis of more brands similar to Pampers. The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.