What Is the Marketing of Pampers Diaper Product and Why Is It Marketed in This Way - Assignment Example

What is the marketing of Pampers diaper product and why is it marketed in this way? Introduction Pampers is one of the recognised brand mainly dominates the markets with a variety of product lines such as diapers, training pants kandoo as well as wipes. The brand Pampers works under the organization Procter & Gamble that enhanced its position and distinctiveness mainly due to its exclusive and healthy products of the babies of different sizes. This concept acted as boon for the organization thereby amplifying its demand and reputation in the market among others. It also helped in improving its profitability and image in the market, within a very small time span (Pampers, 2014). Discussion The ways by which Pampers diaper product is marketed The brand of Pampers always tried to maintain a strong relationship with its target customers and so desired to offer highly innovative products at a competitive price. In order to fulfil such strategy, it introduced pamper diapers for the babies of varying sizes. However, in order to enhance the position of the products in the market, it used varied techniques such as: Sampling program-in order to position the new product, pampers used to offer gif samples to the mothers. By doing so, the reliability and loyalty of the customers might get enhanced that might prove effective for the new product; diapers. Vigorous advertising- in order to market the new product, Pampers offered higher concentration over the process of advertising. However, it is done in order to enhance the level of awareness of the customers thereby amplifying the total sale and profitability of the brand. But it mainly focused on television advertisements, newspaper advertisements highlighting clean and comfortable nights, long sound-sleep day times. By doing so, the brand might enhance its position and brand image of its products in the market and within the minds of the customers. Couponing-presented numerous coupons containing discounts, so as to enhance the total sale and market share of the new product in the market among other rival players. All these techniques proved extremely effective for the brand of Pampers to amplify the demand and total revenue in the market that might amplify its reputation and popularity to a certain extent. Clarify the reasons for which the product is marketed in this way? The product of diapers is marketed in the above mentioned fashion in order to analyse and evaluate the purchasing behaviour of the target customers. Apart from this, by doing so, the brand might analyse, which segment (newborn, extra protect, night, fresh comforts and wipes) is highly preferred by the customers. Along with this, the brand might also evaluate, which segments presents the highest sale and revenue among others. By doing so, the brand of Pampers might offer high concentration over that specific segment thereby amplifying its consistency and loyalty in the market among other segments. This might help the brand of Pampers to enhance its market demand and reliability in the market thereby fading the popularity of its competitor; Huggies (Pampers, 2014). Other than this, the brand Pampers tried to position itself as a leader of the segment by fulfilling the changing needs and requirements of the customers of various markets. By doing so, a loyal relationship might be maintained with the customers thereby enhancing their intimacy and consistency over the products. This might reduce switchover costs of the customers. Main definitions Market segmentation- it is an important marketing strategy utilised by the organizations or the companies to analyse the specific segments of the market comprising of similar needs and requirements. So that the product might be designed in that way so as to fulfil their requirements in an effective way thereby amplifying its position and brad image in the market among others. For example: Reebok might target the athletics so as to market its athletic shoes (Christensen, 2003). Marketing Strategy- it is also described as a procedure by which an organization designs its products and markets it such as advertising technique, advertising tool and many others. Consumer behaviour- it is an important term in marketing, which is used to analyse the attitudes and behaviours of the target consumers. After knowing it, the entrepreneurs design the products or services in that way so as to enhance its position and demand in the market among other rival players (Drummond & Ensor, 2006). Details about the product of Pamper diapers Pamper diapers are designed in such a way that they offer more than 12 hours protection to the baby. As a result of which, the baby remains entirely dry and clean in the day times and extremely comfortable in nights. Moreover, the products of Pampers comprise of high absorbing facility and so its level of preference is extremely high. The diapers of Pampers also include the facility to get adjusted according to the movements of the baby so as to reduce leakages. As a result of which, the babies wearing the diapers of Pampers might easily play and move, the entire day without any sort of problems. Moreover, as the products are available in varying sizes so it is more comfortable to the mothers and babies as well. Give examples of the marketing? In order to enhance the total sale and market position of Pampers Cruisers, it markets its products as diapers with 3-way fit, excellent protection for long-nights. Moreover, as it is also easily adjustable in all positions so it is best for the crawling babies. Thus, it might be clearly revealed that the brand of Pampers designs its products, keeping in mind the needs and requirements of the parents. Use theory to support your argument The brand of Pampers tries to offer extremely inventive products to its target customers in order to enhance their buying behaviour. Apart from this, after performing market analysis, the changing needs of the customers are also analysed such as comfortable nights, clean and dry protections etc prior preparing the products. The brand tries to fulfil them in order to enhance its relationship and consistency with the customers to maintain its leadership as depicted by customer behaviour buying theory. Apart from this, it also designs its products, after knowing the pitfalls of its biggest competitor; Huggies so as to maintain its dominance and profit as stated by market orientation theory (Bradley, 2007). Conclusion Conclusively, it might be easily depicted that, Pamper offered high concentration over customer buying behaviour at the time of marketing or promoting its product line, diapers. Due to which, it proved extremely beneficial for the brand in the market among others. Works Cited Bradley, Nigel, “Marketing Research: Tools & Techniques”. New York: McGraw-Hill, 2007. Christensen, Clayton, “The Innovator’s Solutíon, Creating and Sustaining Successful Growth”. Boston: Harvard Business School Press, 2003. Drummond, Graeme. & Ensor, John, “Introduction to Marketing Concept”. New York: Cengage Learning, 2006. Pampers, “ Pampers Cruisers Diapers”. 2014. Web. 6th February, 2014. . Read More