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    Marketing Report Pampers Assignment Help

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    Marketing Report Pampers Assignment Help


    MARKETING REPORT: PAMPERS

    Introduction 

    After the industrial revolution in the late eighteenth century to the early nineteenth century, the ecosystem of businesses changed drastically. By the 20th century, there was a huge transformation in businesses across different industry. The competition across different markets increased aggressively. Hence, businesses opt for new strategies to attract more and more customers to maintain operations and profitability. The concept of marketing comes from this perspective.  The emergence of brands has taken marketing operations to a different level. Most of today’s company believes in aggressive marketing to gain more consumers. Household products and brands mostly rely on implementing robust marketing strategies to attract potential consumers. 

    Report Objectives 

    This report primarily focuses on analysing the chosen company to understand its approach towards marketing. It is quite evident that marketing has multiple aspects associated with it. Addressing all the different operational aspects of marketing is extremely crucial for a business to grow within a short amount of time (Hollensen and Opresnik, 2019). It is quite evident that every business is different. Hence, marketing strategies tend to change according to the requirements of different businesses. This report is based on different aspects of marketing within Pampers, an extremely popular household brand in Singapore. The report includes a macro-environmental analysis of the brand, market segmentation, targeting and positioning, brand portfolio and products, pricing strategies, distribution strategies and promotional mix of the selected brand. All these notions collectively help in improving customer interaction and lead generation across different target market. The report will predominantly focus on delivering a brief idea on marketing approaches of the selected entity. 

    Company Background 

    Pampers is an American brand of toddler and baby products owned and marketed by Procter & Gamble headquartered in Cincinnati. The brand has a decent portfolio of products that include diapers, training pants and wipes. Pampers was founded in 1961 in the exploratory division of P&G. According to (Pampers.com, 2020), the idea of pampers was originated by P&G researcher Victor Mills in 1956. The target market of the brand is mostly parents with young toddlers and babies. The company started its mass production by 1969. The company has a robust market segmentation strategy. Primarily, the brand as segmented the market geographically as urban and rural markets. It is a global market leader of feminine, baby and family care. According to Annualreports.com, (2020), the brand occupies 25% of the total market share in taped diapers, baby wipes and pants. 

    Company Objectives 

    The mission statement of pampers is “Changing outcomes, improving lives”.

    Macro environment analysis 

    The definitive purpose of macro environment analysis is to evaluate opportunities and threats that have an impact on the relative industry as a whole. It will help in understanding the cumulative impact of all the aspect that affects industry growth (McDONALD, 2016). Macro environment analysis can be done using different ways. However, for this study, we have taken PESTEL analysis as our macro environment analysis. Below is the PESTEL analysis of Pampers. 

    Political

    Singapore has some very stringent policies related to waste disposal. The government of Singapore has str8ict regulations formed to re solid waste disposal. Solid waste management act is a relative act that deals with appropriate management of solid waste. Therefore, it is very important for the brand s to follow up with the guidelines and make their products accordingly to avoid any resistance from political perspectives. 

    Economic

    There are multiple economic factors associated with the diaper manufacturing industry, As Pampers is a brand operating globally, and devaluation of domestic currency is a primary economic factor associated with the business. Besides a reduction in sales due to rising competition and increment in cost of raw materials are other important economic factors to consider in this context. 

    Social

    Social factors are extremely impotent in regards to macroeconomic factors. It can be identified that the demographics of the population has a prominent impact in decision making related to the marketing of a specific product. It is extremely important for any company operating in the relative industry to give importance in class distribution (Asseraf et al. 2017). In some cases, the differences in the background of the marketers and the target market cause difficulties to attract new consumers by social engagements.

    Technological

    As the market of diapers in Singapore is extremely competitive, innovation is the key to survive. It can be seen that a lot of diaper companies had small traces of toxic chemicals in the nappies that were cancerous. Hence, it is very important for the relative companies to opt for technologies and innovation to meet consumer demands. The companies need to align their R&D with technological breakthrough developed by the competitors. 

    Legal

    Intellectual property (IP) legislation are one of the common factors that affect the business. Singapore has a vast legislative premise in the health and safety of children (Fursov, 2017). It also affects the outcome of the business. Additionally, discrimination laws imposed by the governments are also seen as important legal factors in this context. 

    Environmental

    The environmental factors such as climate change and weather conditions also affect the businesses in this context. It can be seen that due to climate change, a lot of products become useless. Waste management is another area within the environmental factors. Due to the sustainable approach of [pampers, it considers reducing the environmental footprint, which makes it ahead from its competitors. 

    Market Segmentation, targeting and positioning 

    Segmentation

    The company tends to segment the market using multiple strategies. Demographic segmentation is one such strategy that targets parents with baby’s ages 0-3. In this case, the segmentation is done based on the age and sex of a selected group of consumers (Hansen and Juslin, 2018). With addressing demographic segmentation, the organisation also focus on social classes and income of the consumers. The company has always been able to generate consumers as they offer a quality product at an affordable price. Their products mostly target the price-conscious, middle income and upper-income group (Phillips and Moutinho, 2019). The company also uses geographic segmentation in most instances as there is a differentiation in terms of demand in urban and rural areas. 

    Targeting

    The brand primarily targets young parents who are expecting their first child. The company targets this demography through different promotional strategies such as commercials and advertisements. The company emphasises on targeting fathers more than mothers. It is a part of their targeting strategy (Chaffey, 2017). Most of the diaper companies tend to target mothers. By addressing fathers, pampers is expecting a growth in their sales. Initial evaluation if the sales performance of the company shows that their targeting strategy is quite effective as they were able to generate more customers by targeting first –time fathers.  

     Positioning

    Currently, the positioning of the products is done according to their benefits and attributes. It can be seen that the organisation faces tough competition from companies like Huggies. For this reason, P&G invests around 2 Billion in R&D every year to build brands strategies. The positioning of the company is clear, I.e., premium brand with superior technology that helps babies to protect from any inconvenience. The company focuses on online platforms to understand specific consumer requirements in this domain. 

    Products and brand portfolio 

    The brand has segmented its products for a newborn (0-3 months). Baby (3-12 months), Toddlers (12+ months) and kids (4+years). The company primarily offers diapers, pants and wipes to children. In order to improve its operation, the company has introduced Lumi, a baby monitor bundle for the parents to monitor small children. The company offers four product variant consisting of baby dry pants, new baby, active baby and Dry baby. The features of the products are different in each case where parameters such as dryness, softness and comfort vary.