P&G Pampers Diapers Market Analysis
The product I chose is Pampers brand diapers, the largest brand of Procter & Gamble Company. It is an American global and diverse company that provides consumer packaged goods in the areas of beauty and grooming, health and well-being, and household care. According to Rehtmeyer (2010), P & G’s products are sold in more than 180 countries and its goal is to provide products of superior quality and value to improve the lives of world’s customers (p. 5). P & G is in a highly competitive market environment, with global, regional, and local competitors. The company is facing a high threat of competition because consumers have many different options of products from other competitive companies based on the price and brand strength. Therefore, to develop the company’s competitive advantages, P & G is focusing on the innovation of both products and operations with technological advances, and depending on effective sales, advertising, and marketing programs (Rehtmeyer, 2010, p. 12). In addition, P & G states five strategies to achieve the success of business, products, operations, social responsibility, employees and stakeholders (“Sustainanility”, 2010, p. 5). The company delights consumers with sustainable innovations of products, improves the environmental operations, develops social responsibility programs, encourages employees to be engaged, and make stakeholders be responsible of shaping the company’s future. Pampers, the largest brand of diapers, which is famous around the world. Consumers are happy and satisfied as they use Pampers diapers, which can keep their kids dry, clean, safe and comfortable during their playing and sleeping time so that parents could be reassured about their children. The company is no longer focusing purely on babies but has expanded into targeting both pregnant women and toddlers (Mortimer, 2005, p.20). Pampers is targeting on pregnant women, infants...
References: Bartenstein, K. (2010, November 5). Going green: who’s committed and who’s faking their commitment? Western Connecticut State University. Retrieved from http://library.wcsu.edu/dspace/bitstream/0/532/1/Kim+Thesis+PDF.pdf
Child Trends Data Bank
Epsilon International. (2008). Procter & Gamble delivers Pampers email survey with Epsilon International.
Hanna, B. (2013). CPG marketing trends: Pampers engaging moms via digital and social media [Web log post]. Retrieved from http://www.cpgtrends.com/2011/07/pampers-engaging-moms-via-digital-and-social-media/
Mortimer, R. (2005). Absorbing market share. Brand Strategy, (192), 20.Pampers, (2014). Baby care, development, and activities. Pampers. Retrieved from http://www.pampers.ca/home.
P & G, Canada. (2010). Sustainability. P&G. Retrieved from http://www.pg.com/en_CA/downloads/PG_canada_sus_summary2010_2011.pdf
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