“Safely Designed for Happy, Healthy Babies”
Company Name: Procter & Gamble
How It All Started
Pampers the word means indulge with every comfort and kindness, the name was kept considering infants and toddlers who are yet not pee and potty trained, also those need special care and attention. Pampers is a brand of baby products marketed by Procter & Gamble. Pampers were introduced in 1961. In 1956, P&G researcher Victor Mills didn’t liked changing the cloth diapers of his new-born grandchild.
So, he designated fellow researchers in P&G’s Exploratory Division in Miami Valley, Ohio to look into making a better throwaway diaper. They were created by researchers at P&G including Vic Mills and Norma Lueders Baker. The name “Pampers” was coined by Alfred Goldman, Creative Director at Benton & Bowles, the first ad agency for the account.
In 1966, Pampers launched a ‘wing fold’ design and by 1969 started a “third size”. Pampers had become a national brand in the United States till 1971. In 1971 P&G replaced the pin-on design with tapes.
Toddler and Premature Infant sizes were also introduced. In 1973, P&G developed elasticized single and double gussets around the leg and waist areas to aid in fitting and in containing urine or stool which had not been absorbed. In fact, the first patent for the use of double gussets in a diaper was in 1973 by P&G.
In 1982, Pampers introduced an elasticized wing fold diaper with elastic leg gathers and tapes which was a cross between the early 1960s design and the modern hourglass shape, a feature that was first introduced on Luvs in 1976 and evolved into an industry standard in 1985.In 1986, thin diapers made with absorbent gelling material were released which made the average weight of a medium size diaper decrease by 50%.
In 1987, Pampers introduced frontal tape systems which allow repositioning of the lateral tape without tearing the diaper. In 1990 they also introduced gender-specific diapers in the Pampers brand. Pampers in 2018 announced that the goal is to give parents an option for an affordable natural diaper brand. They launched its newest diaper line called Pampers Pure which was designed without chlorine bleaching, fragrance, lotion, parabens, natural rubber latex and 26 allergens identified by the European Union.
Pampers Marketing strategy and Interesting Facts behind its Success.
Price is one of the most flexible elements, as it is very easy to change. Considering the consumer behaviour affordability, alternatives, quality, satisfaction and competitors, company sets the price of the pampers which can be afforded by each segment this has led to achieve huge success in the market.
Branding & Promotion
Pampers campaigns includes a 360 degree which includes television commercials, print advertisements, e-commerce, public relations, in store etc. Print ads often appear on banners in shopping complex, newspapers, magazine and other periodicals. Television commercials appear during daily serials and also between the parenting shows. Another way Pampers is promoted is through product placement. Pampers also pays huge amount to get featured in films.
P&G has also sponsored the program Make Room for Baby on the Discovery Health Channel. Most effective method that has been used to promote the product is direct marketing program where relevant content is mailed to mothers. These mailings can include Pampers samples or coupons. It also runs a campaign, which provides free health check-ups, medicines, and oral rehydration therapy to infants and children living in the flood affected areas.
The product placement is majorly concentrated. Consumer buys from various platforms like retail store, online shop and place in which we buy or sell the product. The company considers the movement of the products; it channelizes the product from production to final consumer. The company makes sure the visibility of the product is easy and catchy. Placement is done in such a way that it is available where and when a consumer wants it. Company carefully appoints agents and distribution channel across the world which makes sure the availability from the corner shop to the supermarket.
All of Pampers promotions and advertisements are based on intense consumer research. Their website has transformed into a complete guide for a woman during pregnancy period. They offer guideline on various issues like pregnancy announcement, week by week caring during pregnancy period, tips for naming the baby, preparation for delivery, post-pregnancy changes in woman, caring for the new-born, its nutrition, diapering and more until the child reaches its schooling stage. They also try to connect with their targeted audience through social media. All these activities direct at engaging the recent-mothers and to- be-mothers.
Pampers have segmented the market geographically as urban and rural markets. Urban customers are more targeted than the rural customers. Pampers promote product variants under the names Baby Dry Pants, Active Baby, New Baby and Dry Baby.
Each of them has different product features like dryness, softness and comfort. Product categorization is done as New Born (0 – 3 months), Baby (3-12 months) and Toddler (12+months). All products offered under the brand Pampers are marketed primarily on their dryness feature and stress on features like comfort and softness on the babies’ skin.
The Baby Dry Pants is a simple pull- up diaper while others are conventional diapers. Pampers are available in different pack sizes ranging from smaller packs to jumbo packs.
Pampers is caring babies happy and healthy development from last 50years. At Pampers, they pledge to take care of babies just like mother. Nothing is more important to Pampers than baby’s happy, healthy development. Mothers have long trusted Pampers for safe and quality diapers.
Since 1961, Pampers has led the way in disposable diaper innovations and skin health research, with safety top of mind. Today, they continue to design for baby’s comfort, fit and dryness, ensuring that every component of their products is high of quality. They feel caring babies is of high responsibility that should be taken to heart and it should be continuous efforts to make better products that help keep baby’s skin as dry and comfortable as possible.