Shawnna Burchfield Final Project Unit9 
Running Head: PAMPERS
Marketing Mix: Pampers
Shawnna Burchfield
Kaplan University
MT 219-06
Marketing Mix: Pampers
The purpose of this paper is to describe the marketing mix for Procter & Gamble’s (P & G) brand Pampers. Included are a background, marketing mix analysis, and recommendations for possible changes.
First, Victor Mills developed Pampers in the 1950’s. While working for P & G as a chemical engineer he developed a better way of diapering his grandson. P & G adapted the idea and created the brand Pampers (“Pampers,” 2009). P & G’s product mix is extensive and includes all health-care, beauty-care, baby-care, cleaning and laundry, food and drink, paper, cosmetic, and fragrance products (Unit 5,” 2009). The brand Pampers falls under the baby-care products which includes disposable diapers, wipes, pants, and other commonly used baby items.
Pampers product line of baby-care consists of three main products that then brakes down into multiple product lines with moderate depth. The first product is diapers and pants. The product line includes Swaddlers New Baby Diapers, Swaddlers Sensitive Diapers, Cruisers Diapers, Baby- Dry Diapers, Easy Ups Trainers for Boys, Easy Ups Trainers for Girls, and Splashers Swim Pants. The second product is wipes. The product line includes Sensitive Wipes, Swipers Wipes, Clean’n Go Wipes, Kandoo Flushable Toilet Wipes, Calming Lavender Wipes, Baby Fresh Wipes, Natural Aloe Unscented Wipes, and Skin Soothing Moisture Wipes. The last product is Kandoo and Bibsters. The product line includes Kandoo Instant Foaming Hand soap, Kandoo Flushable Toilet Wipes, Bibsters, and Pocket Bibsters (“Pampers,” 2009).
Competitive brands include Huggies, Luvs, and many other private and generic brands. The major competition is Huggies because the price and quality of the products are closely related. Pampers primary target audience/ market segment are guardians and healthcare professionals of babies and toddlers who use baby
Marketing Mix: Pampers
Shawnna Burchfield
Kaplan University
MT 219-06
Marketing Mix: Pampers
The purpose of this paper is to describe the marketing mix for Procter & Gamble’s (P & G) brand Pampers. Included are a background, marketing mix analysis, and recommendations for possible changes.
First, Victor Mills developed Pampers in the 1950’s. While working for P & G as a chemical engineer he developed a better way of diapering his grandson. P & G adapted the idea and created the brand Pampers (“Pampers,” 2009). P & G’s product mix is extensive and includes all health-care, beauty-care, baby-care, cleaning and laundry, food and drink, paper, cosmetic, and fragrance products (Unit 5,” 2009). The brand Pampers falls under the baby-care products which includes disposable diapers, wipes, pants, and other commonly used baby items.
Pampers product line of baby-care consists of three main products that then brakes down into multiple product lines with moderate depth. The first product is diapers and pants. The product line includes Swaddlers New Baby Diapers, Swaddlers Sensitive Diapers, Cruisers Diapers, Baby- Dry Diapers, Easy Ups Trainers for Boys, Easy Ups Trainers for Girls, and Splashers Swim Pants. The second product is wipes. The product line includes Sensitive Wipes, Swipers Wipes, Clean’n Go Wipes, Kandoo Flushable Toilet Wipes, Calming Lavender Wipes, Baby Fresh Wipes, Natural Aloe Unscented Wipes, and Skin Soothing Moisture Wipes. The last product is Kandoo and Bibsters. The product line includes Kandoo Instant Foaming Hand soap, Kandoo Flushable Toilet Wipes, Bibsters, and Pocket Bibsters (“Pampers,” 2009).
Competitive brands include Huggies, Luvs, and many other private and generic brands. The major competition is Huggies because the price and quality of the products are closely related. Pampers primary target audience/ market segment are guardians and healthcare professionals of babies and toddlers who use baby
References: Pampers website. Retrieved March 5, 2009 from http://www.pampers.com/en_US/home Unit 1 Marketing, eBook, (2009) Kaplan University Unit 5 Marketing, eBook, (2009) Kaplan University Unit 7 Marketing, eBook, (2009) Kaplan University Unit 8 Marketing, eBook, (2009) Kaplan University Unit 9 Marketing, eBook, (2009) Kaplan University