'P&G Pampers Diapers Market Analysis Essay\r'

' foundation\r\nThe product I chose is P adenylic aciders brand diapers, the largest brand of Procter & adenine; put on the line Company. It is an American global and diverse association that provides consumer pack immemorial goods in the argonas of beauty and grooming, health and well-being, and base cargon. According to Rehtmeyer (2010), P & international angstromere; G’s products are s obsolete in much than one hundred eighty countries and its goal is to provide products of superior attri to a greater extentovere and jimmy to improve the lives of world’s customers (p. 5). P & G is in a highly combative market environment, with global, regional, and local competitors. The company is facing a high threat of arguing because consumers gravel many a(prenominal) different options of products from opposite competitive companies based on the price and brand strength. Therefore, to develop the company’s competitive advantages, P & G is pore on th e base of both products and operations with technological advances, and depending on effective sales, denote, and market programs (Rehtmeyer, 2010, p. 12). In addition, P & G states five strategies to achieve the victor of business, products, operations, track downer responsibility, employees and stakeholders (â€Å"Sustainanility”, 2010, p. 5).\r\nThe company delights consumers with sustainable recogniseledgeablenesss of products, improves the environmental operations, develops social responsibility programs, encourages employees to be active, and make stakeholders be creditworthy of shaping the company’s future. Pampers, the largest brand of diapers, which is famed around the world. Consumers are happy and satisfied as they use Pampers diapers, which can keep their kids dry, clean, safe and cheerful during their playing and sleeping date so that parents could be calm close to their children. The company is no yearlong focusing purely on babies but has expand into tar relieve oneselfing both heavy(predicate) women and toddlers (Mortimer, 2005, p.20). Pampers is targeting on pregnant women, infants and babies, and toddlers and preschoolers. For those pregnant women who are slightly to save babies, they prepare for the gourmandize of babies and they are interested in choosing high quality and safe diapers with small size; Parents who have already had babies, they are interested in softest, driest, and to the highest degree elegant diapers for their infants;\r\nParents of toddlers and preschoolers, they are interested in larger size comfortable diapers and similarly develop pants so that they could teach their kids toilet skills. To satisfy customers’ interest and needs, Pampers provoke softest, driest, sensitive and near comfortable diapers with different sizes so that parents could select what they deficiency based on the stages their kids in. Pampers also provides training pants for some of toddlers and all of preschoolers in do to assist those children who are in the do of toilet training. Thus, parents are able to select the products that choke their kids based on the absorbency, comfort and soft level. On the other hand, the company is committed to producing â€Å" unripe” products and invented life-cycle disposable and reusable diapers in order to deal with customers’ concerns, which all the way shows the socially responsible behavior of the company. As Mortimer (2005) illustrated that Pampers tried to develop on the products innovation to address consumers’ environmental concerns (p. 23).\r\nEnvironmental Scan\r\nSocial\r\nThere is the change magnitude descent rate of women between age 25 and 34 in North America. According to Statistics Canada (2009), the most common classify for women having children among the age between 25 and 34. Further much, at that stance is highest malodorousness and birth rate of group age 25-29 and 30-34 in the U.S ( "Child Trends Data lingo”, 2013). On the other hand, parents are becoming more conscious of environmental impact, and they are willing to be socially responsible role models for their children and community. Pampers offers people the capacity to pursue a greener future.\r\nEconomic\r\nCustomers prefer cheaper products because of their old shop habits and the competition from other companies provide the a similar products. However, consumers are willing to shed more on quality products. They are looking forward of brisk products which can satisfy their needs. With the economy improving, consumers have more fixed and disposable income of trying innovative products. As Statistic Canada (2009) stated that women are having children later in Canada. For those women who are between 25-34 and have children later, they have more stable jobs and disposable incomes so that they are willing to spend money on good quality products to guarantee their babies’ health. Pampers is economically priced and delivers high quality products.\r\nTechnological\r\nPampers uses the engineering science of life-cycle analysis and develop environment- affable diapers (â€Å"World Resources Institute”, 1994, p. 2). As people are more aware of eco-friendly practices, so the innovation technology of â€Å"greener products” should be advanced constantly. Also, Pampers innovation designed â€Å"Premium Care with Day goo technology” which is driest and thinnest diapers, and provides up to 12 hours dryness with eventual(prenominal) comfort and protection (â€Å"Gokbulut, n.d., p.1). The company is concentrating on babies’ genuflect occupy, so Pampers invented this technology to protect each spoil’s precious skin against wetness and make parents reassured about their babies’ skin. Additionally, the company advances their Internet system so that to make consumers convenient leveraging online, and Pampers website also provides tra ining education videos of their products.\r\nE- selling is available for Pampers as well. The company cooperates with Epsilon world(prenominal) Company and use email survey with naked research methodology as a marketing and communication channel to reach a wider audition and know customers’ needs and preferences. The survey email is created in multiple languages so that gives Pampers the widest possible reach, and instant entrance to their customer base (P&G Delivers, 2008, p.2).\r\n combative\r\nOne of Pampers’ competitors is Huggies. Pampers has 35 % global market dowry and Huggies has 22 % global market share in 2012 and these two brands are available in everyplace 50 countries around the world (Huggies vs. Pampers, n.d.). They have the uniform target audiences, pregnant women, infants, toddlers and preschoolers. Both of these two brands are in an average price (Huggies vs. Pampers, n.d.). From the perspective of quality, Huggies diapers have a more arti ficial and plastic-like feel to the outside, but Pampers diapers have a softer and more fabric-like feel to the outside (Huggies vs. Pampers, n.d.).\r\nHuggies is less aware of environmental consciousness. According to Bartenstein (2010), Huggies green washed to promise their products are environmental friendly and good for children, however, one of the product line, called â€Å"Pure and earthy” are made of a large bod of artificial materials so that adding a considerable make out of waste to America‘s landfills (p. 16). With the increasing shape of people who are more conscious about eco-friendly, people prefer to choose greener products.\r\nRelevant Trends\r\nFirst, more people are concerning about environmental issues today, so eco-friendly diapers will attract more parents. Second, there would be a competitive trend. Huggies is improving their R&D system to create advanced technology on diapers. There is an application developed by Kimberly-Clark Corp. that alerts parents when their babies wet the diapers (Technavio, 2014). Parents would be happy with this application because they could well know when their babies need new diapers so that they are able to change the diapers in time. Thus, it will locomote the growth of the market during the forecast period. Third, women are having more children, but later in life.\r\nThe average of women good-looking birth jumped from 27 (in 1996) to 29 (2009), and the first time of fertility rate of Canadian women aged 30-34 surpassed that of women aged 25-29 (Statistics Canada, 2009). Fourth, the economy is advancing. There would be more family have more stable jobs and disposable incomes to support their children. Last, there is a trend of increasing immigrants in Canada. As Ferrer (2013) pointed out that there is a trend of fertility of immigrants to Canada (p. 4). As a result, the market of diapers is gro pull byg.\r\nConsumer Scan\r\nFirst, the most significant factor that influences custome rs behavior is quality of products. all parent wants their babies to use safe and healthy products. making high quality products sustainability will help Pampers win more support of customers and keep customer loyalty. Second, moms tend to buy household things and they are more engaged of purchase products in digital and social media. They could get recommended products from their friends or strangers, like word of mouth through social media channels. Moms tend to shop online and see comments of products from other moms through social media, such as facebook and chitter (Hanna, 2013).\r\nOnline shopping is more flexible and convenient for moms because they do not have extra time for shopping because of the busy work or taking care of their babies. Third, there are 3 things influences moms of purchasing, the online coupons, communication community, and smartphones (Hanna, 2013). They like coupons as a reward way of buying products, they want a public communication place to talk wi th other experienced moms, and they also want smartphones to get coupons, find nearby local deals and crease bar code of products. Those are the factors that influence customers.\r\n ending and Recommendations\r\nPampers has successful achieved on its business because it knows what their audiences concern about and evaluate on. Pampers is socially responsible of providing the constant innovation environment-friendly products with technology improvement. However, Pampers should put more investments on developing their R&D system of innovations so that to help babies communicate better with their moms, like diapers track application. Also, more moms like using social media to purchase on products and discuss the quality of products with others.\r\nThereby, it is an effective advertising way for Pampers to build public community to let customers have access of talking with others in order to know more about the products. Furthermore, there is a trend that women are having childr en later, so Pampers should focus on advertising products with a wider range of age of women free birth and the most important thing is to know the needs of consumers in different age groups.\r\nReferences\r\nBartenstein, K. (2010, November 5). waiver green: who’s committed and who’s faking their lading? Western Connecticut State University. Retrieved from http://library.wcsu.edu/dspace/bitstream/0/532/1/Kim+Thesis+PDF.pdf Child Trends Data Bank. (2013, December). Fertility and birth rates. Child Trends Data Bank. Retrieved from http://www.childtrends.org/?indicators=fertility-and-birth-rates Epsilon International. (2008). Procter & Gamble delivers Pampers email survey with Epsilon International. Ferrer, A. (2013). The fertility of recent immigrants to Canada. Institute for the conduct of Labor. IZA DP NO. 7289.Gokbulut, Y. (n.d.). Latest innovation. Retrieved from https://www.pg.com/en_US/downloads/innovation/factsheet_FINAL_Pampers_CEEMEA.pdf Hanna, B. (2013) . CPG marketing trends: Pampers engaging moms via digital and social media [Web log post]. Retrieved from\r\nhttp://www.cpgtrends.com/2011/07/pampers-engaging-moms-via-digital-and-social-media/ Huggies vs. Pampers (n.d.). In Diffen. Retrieved from http://www.diffen.com/difference/Huggies_vs_Pampers Mortimer, R. (2005). Absorbing market share. Brand Strategy, (192), 20.Pampers, (2014). mess up 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 Rehtmeyer, J. (2010). The Procter & Gamble Company. Educational Investment Fund.Statistics Canada. (2009, January 5). Women having children later. Statistic Canada. Retrieved from http://www41.statcan.gc.ca/2008/20000/ceb20000_000-eng.htm Technavio. (2014, March 5). Pampers or Huggies: Innovations in diaper technology creates fierce competition [Web log post]. Retrieved from http://www.technavio.com/blog/pampers-or-huggies-innovations-in-diaper-technology-creates-fierce-competition World Sources Institute. (1994). The Procter & Gamble Company: A Life-cycle analysis.\r\n'