Pamper's Research
MKTG 7025: Advertising
Dr. Karen Machleit
Pampers
Jia, Shuai
Liang, Yaqi
Meyer, Amanda
Motaghed, Hoda
Taylor, Corey
Zhang, Jingjue
Background Pampers was founded in the 1950's by Victor Mills. Mills was an American chemical engineer who worked for Proctor and Gamble; he was looking for an easier way to diaper his grandson. In the 1960's Pampers made it to the department stores, supermarkets, and drug stores. The product was so unique that worker's didn't know exactly where to stock them. In the 1970's Pampers evolved and started using tape instead of pin's so that parents could take quick peeks at what was going on in the diapers and not hurt their fingers. New lines of diapers also emerged in the 70's such as Toddler size, Extra Absorbent Daytime, Improved Newborn, Quilted Pampers, and Premature Infant Size. In the 1980's Pampers introduced value packs, elastic leg gathers, tabs that could be refastened, a softer liner, and absorbent gelling material. The 90's brought more advancements with Pampers Ultra Dry Thin diapers that absorbed more. They also created the first stretch panels for more comfort. Today Pampers is still trying to improve on their diapers with Premium and Baby-Dry diapers that have a protective layer of lotion that helps keep bottoms soft and smooth.
Current Market Situation
SWOT Analysis | Strength | Weakness | | - Strong branding leads the market- More market share than competitors -Strong advertising and promotion strategy for diaper- Strong in R&D - Top quality -Strong national retailer distribution - Strong global brand | - Higher price than the competitors -Focuses advertising too much on diapers rather than other products they offer | Opportunity | -More customer interaction (Social Media)-Regular innovations in the product to maintain customers high involvement-Expand company social responsibility to promote the product-New technological inventions that can help to lower costs-Improve the quality of
Dr. Karen Machleit
Pampers
Jia, Shuai
Liang, Yaqi
Meyer, Amanda
Motaghed, Hoda
Taylor, Corey
Zhang, Jingjue
Background Pampers was founded in the 1950's by Victor Mills. Mills was an American chemical engineer who worked for Proctor and Gamble; he was looking for an easier way to diaper his grandson. In the 1960's Pampers made it to the department stores, supermarkets, and drug stores. The product was so unique that worker's didn't know exactly where to stock them. In the 1970's Pampers evolved and started using tape instead of pin's so that parents could take quick peeks at what was going on in the diapers and not hurt their fingers. New lines of diapers also emerged in the 70's such as Toddler size, Extra Absorbent Daytime, Improved Newborn, Quilted Pampers, and Premature Infant Size. In the 1980's Pampers introduced value packs, elastic leg gathers, tabs that could be refastened, a softer liner, and absorbent gelling material. The 90's brought more advancements with Pampers Ultra Dry Thin diapers that absorbed more. They also created the first stretch panels for more comfort. Today Pampers is still trying to improve on their diapers with Premium and Baby-Dry diapers that have a protective layer of lotion that helps keep bottoms soft and smooth.
Current Market Situation
SWOT Analysis | Strength | Weakness | | - Strong branding leads the market- More market share than competitors -Strong advertising and promotion strategy for diaper- Strong in R&D - Top quality -Strong national retailer distribution - Strong global brand | - Higher price than the competitors -Focuses advertising too much on diapers rather than other products they offer | Opportunity | -More customer interaction (Social Media)-Regular innovations in the product to maintain customers high involvement-Expand company social responsibility to promote the product-New technological inventions that can help to lower costs-Improve the quality of