Pampers Brand Audit
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Brand Management 260
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Rebecca Licacristi Budianto - 15359111
Curtin University |
2011
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1.0 Introduction
Pampers is a brand
that come under family brand of P&G Corporation. It is the brand which
introduced the concept of disposable diaper to the world and it become their
main product. Pampers brand was born on 1950’s and exist in the market until
now (Pampers 2011). They had established their product extension, conducted
several brand activities and marketing programs. They had successfully engaged
relationship between the brand and the consumers. Pampers was designed with the
comfort of parents who want the best protection for their babies. This essay
will discuss the in-depth brand background, evaluate marketing programs,
critiques and recommendations for Pampers.
2.0 Brand
Background
2.1 Marketing
Mix
Product, Pampers has give
parents especially mothers the benefits by purchasing their products. Pampers
give mothers many choices according to the needs and wants in order to take
part in caring the babies. Pampers products are diapers, pants, wipes, hand
soap, body wash and shampoo, swim pants and bibsters (Pampers 2011). Pampers
specialties product are diapers that come in four stages of the child, from new
born till extra protect. Pricing, Pampers come in monopolistic competition that
results in direct competition with the competitors. Some of competitors set
high price because they creating an image of high quality product.
Pampers price are
standard, accessible and vary according to the products. Pampers come under
P&G Corporation, it is a big, popular and credible family brand, so no need
for setting high price. Place and distribution,
Pampers was distributed selectively through wholesaler, distributors,
retailers and places such as, supermarket like Carrefour, shops like Mother
Care baby shop, pharmacies like Watsons, online shops like Amazon or their own
website. Promotion, Pampers had advertised their brand
though various integrated marketing programs. For example, media like
television, print advertisement like magazine or newspaper and internet like
the website.
3.0 Brand
Evaluation
3.1 Customer
Based Brand Equity
3.1.1 Brand
Salience
Pampers
brand based idea globally to caring for baby. Pampers brand name is easy to
recall, it describes the love and willingness of a mother to pampering their
baby. Pampers is recognizable by the consumers as baby’s gear brand, consumers
know what will they purchase. Pampers name also have strong association with
diapers and diapers is baby’s basic need. So, when the consumer wants to
purchase diapers, they will recall Pampers brand first than the other.
3.1.2 Brand
Performance
Pampers
is reliability and durable as it is high quality products, breathable, stretchy
and safe (Parents recommend 2011). It is effective as they provide almost
everything the mother’s need for the baby. The design, love sign character in
the logo, reflects mother’s love. Babies and mothers pictures convince the
mother’s feelings and affection (Beers 1998, 39). The product performance meets
the consumer’s expectations so the price is reasonable.
3.1.3 Brand
Imagery
Pampers
user profile is Generation Y (18-30), first-time mother, Full Nest 1, PMET’s
(professionals, managers, executives and technicians) occupations and Bachelor
education. Generation Y’s AIO dimension is Interest, today’s mothers like to try
new products that offer credible information. VALS lifestyle is Achievers, the
mothers are educated and have healthy life style, commit to family and
unwillingness to take risk for the baby (Geraci 2005). Pampers is
low-involvement product and lead to frequent usage as it the basic need for
baby. Pamper brand values are sincerity, softness, secure and comfortable.
3.1.4 Consumer Judgments
Pampers
brand performance create values and satisfaction to the consumer. Create
positive evaluation through promotion like work together with some of the
organizations that engaged interest of parents and children, such as,
Cincinnati Children’s Hospital Medical Centre, The March of Dimes and more. It
is trustworthy and expertise for baby’s gear. Pampers brand is relevant for
baby’s product and have strong brand equity compared to other brand.
3.1.5 Consumer Feelings
Through
the brand elements, Pampers brand name which means pampering, love sign
character on the logo which shows love and devotion of caring a baby, and the
slogan, “where we grow together”, which means putting effort together between
mother and the brand, and easy URL “www.pampers.com” to follow, have create
sense of social approval, intimacy, warmth and warranty to grow a healthy baby
(Connery 2011, 34).
3.1.6 Consumer Brand Resonance
Consumers
familiar with the brand, they begin to like the brand and have personal
feelings to the brand which lead to frequent purchases and willingness to
contribute more with the brand by seeking information through the website,
joining Pampers community, following in social network pages, get involved in
the community like sharing stories and more (Yasin and Zahari 2011).
3.2 Critiques on Marketing Program
Pampers had working
together with some of the organization that attracts target consumer’s feelings
like The Association of Women’s Health, Obstetric and Neonatal Nurses (AWHONN)
and create a song together with Graham Foundation that supports parents with
premature babies, called Miracles Song. That is a clever marketing program as
it uses feelings and emotional approach to engage with consumers.
Pampers mainly used
interactive advertising through their website, consumer promotion by giving
coupons and special offers for consumers who joined their community, media
advertising though television commercial and print advertisement such as
Motherhood magazine (Marc 2007, 257).
Pampers promotion campaigns also provides comfort and security for all
households with children by tips, messages and warnings.
For current
promotions, they did less marketing programs. They seems like disappear on
public attention because less advertisements they do, not enough presence and
biased brand positioning. The issues for Pampers, many of the customers find
the diapers products also leaks because not fit sizes for some babies (Neff
2010).
3.3 Recommendations
for the Brand
For recommendations
on marketing program, Pampers marketing communication has to focus on
encouraging trial and emphasize functional benefits. Their marketing strategy
has to convince the target market about the benefits, brand attributes and
brand features of Pampers. Therefore, communication objectives have to focus on
achieving brand attitude, personality and purchase intention (Li, Wang and Cai
2011, 1875). Put more television commercial and event marketing to remind consumers.
Use print advertisement other than magazine like posters that can be post in
women’s toilet, MRT, or hospital, to stimulate recognition by giving strong
visual package association with the brand to strengthen brand recognition.
Pampers can advertise through social media like Facebook or online
advertisement to catch especially new parents (Lis and Berz 2011, 193).
Pampers has extend
their brand to several new product category outside diapers. For
recommendation, Pampers can do brand extension into new product category by
adding baby bottle or baby lotion to their brand extension program. Baby bottle
can be perfect combination, because the aim is to raise awareness of the
benefits provided by Pampers because they are high quality products, safe,
tested and trusted. Emphasize the benefits of Pampers brand, from diapers,
pants, soap and shampoo, wet wipes, bibster and baby bottle. Pampers can be more
transparent to the shareholders, be more present and might do more research and
development regarding diapers size issues.
4.0 Conclusion
To conclude, Pampers
has been doing well so far for their brand management. As the evidence, they
are lacking in the promotions and advertisements but consumers still can recall
and recognize Pampers brand for baby’s product. In order to strengthen their brand,
Pampers has to do more promotions, be present. Increase awareness, improve
brand equity and clear brand positioning in consumer’s mind to compete with the
competitors and become market leader.
5.0 References
Beers, Charlotte. 1998. “Building Brands
Worthy of Devotion.” Leader to Leader
(7): 39-42. http://web.ebscohost.com.dbgw.lis.curtin.edu.au/ehost/detail?sid=9b67082a-3192-4f1f-a2bc-6b0f55d069dd%40sessionmgr111&vid=1&hid=113&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=18482415
Connery,
Ana. 2011. “I don’t think it’s that hard to be a good mom.” Baby Talk 76 (9):
34. http://proquest.umi.com.dbgw.lis.curtin.edu.au/pqdweb?did=2519978321&sid=2&Fmt=3&clientId=22212&RQT=309&VName=PQD
Geraci, John C. 2005. “Learning from Youth Marketers.”
The School Administrator 8 (62). http://www.aasa.org/SchoolAdministratorArticle.aspx?id=7820&terms=marketing+target+market
Li,
Xian Guo, Xia Wang, and Yu Juan Cai. 2011. “Corporate-, Product-, and User-Image Dimensions and Purchase
Intentions —The Mediating Role of Cognitive and Affective Attitudes.” Journal of Computers 6 (9): 1875-1879. http://www.doaj.org/doaj?func=abstract&recNo=3&id=827907&q1=brand%20management&f1=all&b1=or&q2=brand%20audit&f2=all&uiLanguage=en
Lis
Bettina, and Jennifer Berz. 2011. “Using Social Media for Branding in
Publishing.” Online Journal of
Communication and Media Technologies 1 (4): 193-213. http://www.doaj.org/doaj?func=abstract&recNo=2&id=830153&q1=brand%20management&f1=all&b1=or&q2=brand%20audit&f2=all&uiLanguage=en
Logman,
Marc. 2007. “Logical brand management in a dynamic context of growth and
innovation.” Journal of Product and Brand
Management 16 (4/5): 257-268. doi: 10.1108/10610420710763949
Neff, Jack. 2010. “How Pampers Battled Diaper
Debacle.” Advertising Age, May 10.
Accessed January 5, http://adage.com/article/news/pampers-battled-diaper-debacle/143777/
Pampers village. 2011. Pampers. Accessed
January 5, http://www.pampers.com/en_US/home
Parents recommend: top 10 diapers. 2011. Baby
Center. Accessed January 10, http://www.babycenter.com.sg/baby/buyingforbaby/nappies/singapore-top-10-diapers/
Yasin, Norjaya Mohd, and Abdul Rahman Zahari.
2011. “Does family and viral marketing have any effect on brand equity?” Contemporary
Marketing Review 1 (9): 19-31. http://www.businessjournalz.org/current_cmr.php?id=28
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