Huggies vs Pampers
Competitive Strategies: Huggies vs. Pampers
BUS 508 – Contemporary Business
November 2, 2012
Competitive Strategies: Huggies vs. Pampers Huggies versus Pampers is a dilemma many mothers face standing in the aisles as they ponder what is most cost effective, the most leak protective or simply the better product. These are two of the most popular brands of disposable brands. They are comparable in concept, price and variety. Huggies is a brand of Kimberly-Clark, INC. Pampers is a brand of Proctor & Gamble, Company. They both share a significant percent of the global market. We must take a look at the companies themselves to understand the success if the products Huggies is the foundation of Kimberly-Clark 4.7 billion diaper business. ("Leading the world," 2012). The company launched the Huggies Brand in 1978. Since, the introduction of the brand it has made major improvements and changes to the product that continues to be the brand of choice for many parents. In 1978, they introduced Huggies. They continued to make improvements, until finally in 1985, they took the lead in competition and has remained in a leading position since 1995. Both Companies have access to a “growth market” with babies being born every day and people in constant need of household and hygiene products, the markets are ripe for the taking. (2003, America's Greatest Brands) Kimberly-Clark’s company culture has a lot to do with the brands success. As highlighted in an article in NYSE magazine, President of Kimberly-Clark Joanne Bauer felt sustainability and growth could be improved by “by breaking barriers through open innovation.” (McReynolds, 2012) This has proven to be true in many of the products that they have introduced. Huggies success can be also contributed to collaboration with a technology from Velcro USA, Inc which made it easier for parents to adjust and check diapers at will. This was an improvement to existing tape technology that if reopen would tear and
BUS 508 – Contemporary Business
November 2, 2012
Competitive Strategies: Huggies vs. Pampers Huggies versus Pampers is a dilemma many mothers face standing in the aisles as they ponder what is most cost effective, the most leak protective or simply the better product. These are two of the most popular brands of disposable brands. They are comparable in concept, price and variety. Huggies is a brand of Kimberly-Clark, INC. Pampers is a brand of Proctor & Gamble, Company. They both share a significant percent of the global market. We must take a look at the companies themselves to understand the success if the products Huggies is the foundation of Kimberly-Clark 4.7 billion diaper business. ("Leading the world," 2012). The company launched the Huggies Brand in 1978. Since, the introduction of the brand it has made major improvements and changes to the product that continues to be the brand of choice for many parents. In 1978, they introduced Huggies. They continued to make improvements, until finally in 1985, they took the lead in competition and has remained in a leading position since 1995. Both Companies have access to a “growth market” with babies being born every day and people in constant need of household and hygiene products, the markets are ripe for the taking. (2003, America's Greatest Brands) Kimberly-Clark’s company culture has a lot to do with the brands success. As highlighted in an article in NYSE magazine, President of Kimberly-Clark Joanne Bauer felt sustainability and growth could be improved by “by breaking barriers through open innovation.” (McReynolds, 2012) This has proven to be true in many of the products that they have introduced. Huggies success can be also contributed to collaboration with a technology from Velcro USA, Inc which made it easier for parents to adjust and check diapers at will. This was an improvement to existing tape technology that if reopen would tear and