P&G Pampers in China
Background – The evolution of P&G Pampers | The Pampers Diaper, an invention that has revolutionized child care, was first invented by Victor Mills, an American chemical engineer working for the Procter & Gamble Co. Since conception, Pampers have ensured constant innovation to meet the child care needs of the changing era. Hence, diapers have undergone several design changes. The early diapers were bulky, heavy and required the use of pins to hold it in place. This is in contrast with the more convenient designs Pampers offer today with repositionable tapes. Its diapers also have a protective layer of lotion that helps keep little bottoms soft and smooth.
Brand Personality of Pampers |
“We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.” – Procter & Gamble The above is P&G’s mission statement. This market-oriented mission statement provides the basis for the development of Pampers’ brand personality. A brand personality is the specific mix of human traits that may be attributed to a particular brand. According to Jennifer Aaker’s Five Dimensions of Brand Personality, the five brand personality traits are sincerity, excitement, competence, sophistication and ruggedness.
Pampers
Brand Personality
Pampers exudes sincerity as it establishes itself as a down-to-earth, honest, wholesome and cheerful brand. It lives up to such an image by putting its sincerity to actions in several ways, from product design, user-friendliness to its willingness to respond to customers’ feedback. In response to comments from customers that their diapers looked ‘plain and factory-made’, P&G added patterns and colourful animals and characters to their diapers. Pampers also places great emphasis on
Brand Personality of Pampers |
“We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.” – Procter & Gamble The above is P&G’s mission statement. This market-oriented mission statement provides the basis for the development of Pampers’ brand personality. A brand personality is the specific mix of human traits that may be attributed to a particular brand. According to Jennifer Aaker’s Five Dimensions of Brand Personality, the five brand personality traits are sincerity, excitement, competence, sophistication and ruggedness.
Pampers
Brand Personality
Pampers exudes sincerity as it establishes itself as a down-to-earth, honest, wholesome and cheerful brand. It lives up to such an image by putting its sincerity to actions in several ways, from product design, user-friendliness to its willingness to respond to customers’ feedback. In response to comments from customers that their diapers looked ‘plain and factory-made’, P&G added patterns and colourful animals and characters to their diapers. Pampers also places great emphasis on
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