Marketing Plan for Pampers
Marketing Plan: Pampers Swaddlers
Marketing Plan: Pampers Swaddlers
Mary Beth Leslie
EKU University
Marketing Plan for Pampers Swaddlers
The #1 product in market share and sales in the United States in the diaper industry is Pampers, a product owned by Procter & Gamble (P&G). The introduction of disposable diapers may be one of the best examples of the impact on a market when there is dissatisfaction with the status quo. Pampers Diapers were born in 1956 when Vic Mills, a P&G researcher, disliked changing the cloth diapers of his newborn grandchild. So he assigned fellow researchers in P&G’s Exploratory Division in Miami, Ohio to look into the practicality of making a better disposable diaper. At the time, disposable diapers were used in less than 1% of the billions of diaper changers in the United States each year.
The first product placement was in 1958. Over the years the innovation has been very successful with numerous developments that keep Pampers products the leader of the diaper market. In the beginning diapers were created for a low cost with adequate design. Some features of the first diapers made were zee pleats, super containment, a hydrophobic top-sheet and a plastic back-sheet. They were produced mostly by hand and only sold in the United States. Pampers has expanded the product line in the past 50 years to provide diapers for all of the stages of developmental needs of a child, from newborn to infant to crawler to toddler which require diaper protection. The features now include specific characteristics for each stage such as quilted blanket- like softness and overlapping fasteners for newborns and 12 hours of leakage protection and 3-way fit for toddlers. The line has also expanded to include wipes. Pampers are mass produced now and are sold globally in more than 100 countries around the world. Last year, 2011, they became P&G’s first brand to reach 10 billion in annual sales. Pampers are made in 30
Marketing Plan: Pampers Swaddlers
Mary Beth Leslie
EKU University
Marketing Plan for Pampers Swaddlers
The #1 product in market share and sales in the United States in the diaper industry is Pampers, a product owned by Procter & Gamble (P&G). The introduction of disposable diapers may be one of the best examples of the impact on a market when there is dissatisfaction with the status quo. Pampers Diapers were born in 1956 when Vic Mills, a P&G researcher, disliked changing the cloth diapers of his newborn grandchild. So he assigned fellow researchers in P&G’s Exploratory Division in Miami, Ohio to look into the practicality of making a better disposable diaper. At the time, disposable diapers were used in less than 1% of the billions of diaper changers in the United States each year.
The first product placement was in 1958. Over the years the innovation has been very successful with numerous developments that keep Pampers products the leader of the diaper market. In the beginning diapers were created for a low cost with adequate design. Some features of the first diapers made were zee pleats, super containment, a hydrophobic top-sheet and a plastic back-sheet. They were produced mostly by hand and only sold in the United States. Pampers has expanded the product line in the past 50 years to provide diapers for all of the stages of developmental needs of a child, from newborn to infant to crawler to toddler which require diaper protection. The features now include specific characteristics for each stage such as quilted blanket- like softness and overlapping fasteners for newborns and 12 hours of leakage protection and 3-way fit for toddlers. The line has also expanded to include wipes. Pampers are mass produced now and are sold globally in more than 100 countries around the world. Last year, 2011, they became P&G’s first brand to reach 10 billion in annual sales. Pampers are made in 30