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
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 comfort, such as advertising its diapers as being highly absorbent. Moreover, Pampers diapers are designed to be light and to fit snugly onto the child while not being too tight as to become uncomfortable. When P&G introduced its diapers to the China market, it also revamped its diapers to meet the needs and expectations of Chinese mothers, by modifying their Diapers to become softer with a “less plastic feel and increased the absorption capability”. As Frances Roberts, the brand franchise leader at Pampers, puts so aptly, "The Pampers brand is so committed to caring for the happy and healthy development of all babies around the world"
The Pampers brand also emanates a competent persona as a reliable, intelligent and successful brand. It not only communicates itself as a competent brand, but also projects itself as concerned about its customers’ ability to achieve success. With an understanding of the unique cultural and social factors that affects Chinese consumers, pampers made use of the understanding that Chinese parents were obsessed with academic achievement to its advantage by linking how extra sleep (as provided from using its disposable diapers over cloth ones) improved cognitive development. Pampers also establishes itself as a reliable brand. Knowing that every parent would want the best for their babies and would thus select better quality diapers, Pampers ensures that its diapers are safe and reliable for their child. Also, unlike many of its competitors, Pampers diapers are available for every size and can be used for 2kg newborns all the way up to children about 40kg, encouraging consumers to stick with Pampers and increasing their Customer Lifetime Value.
True to P&G’s mission statement, its emphasis on creating value for customers with its products has been rewarded with success. Pampers is the top-selling diaper brand in China. It continues to create customer value and cater to more diverse customer needs by expanding its...
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