Marketing Mix: Pampers

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 products as part of their daily routine. The secondary target audience/ market segment is anyone who purchases these products for family and friends with babies and toddlers. The basic product positioning for Pampers is in the development stages of babies and toddlers. Pampers market is globally known.

Secondly, Pampers marketing mix includes four marketing activities products, pricing, distribution (placement), and promotion. Pampers uses these activities to meet the needs of its customers within the target market (‘Unit 1,” 2009). Overall Pampers marketing mix is extensive and meets the needs of its target market making them number one in both global sales and global market shares. Pampers marketing mix is a success because of how well each of the marketing activities work together in positioning of the brand. When looking at each individual marketing activity one can see how each plays an important role in the positioning process.

Starting with the marketing activity