Analysis of Market and Customers of Pampers Diapers


The product I selected is Pampers model diapers, the largest model of Procter & Gamble Company. It is an American world and numerous firm that gives consumer packaged items within the areas of beauty and grooming, well being and well-being, and household care. According to Rehtmeyer (2010), P & G’s products are sold in more than a hundred and eighty international locations and its objective is to supply merchandise of superior high quality and value to improve the lives of world’s clients (p. 5). P & G is in a highly aggressive market environment, with international, regional, and native competitors.

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The firm is dealing with a high threat of competition as a outcome of shoppers have many alternative choices of merchandise from different aggressive corporations based mostly on the worth and brand power. Therefore, to develop the company’s competitive benefits, P & G is specializing in the innovation of each products and operations with technological advances, and depending on effective gross sales, advertising, and marketing packages (Rehtmeyer, 2010, p. 12). In addition, P & G states five methods to realize the success of enterprise, products, operations, social duty, employees and stakeholders (“Sustainanility”, 2010, p.


The company delights shoppers with sustainable improvements of products, improves the environmental operations, develops social responsibility packages, encourages staff to be engaged, and make stakeholders be accountable of shaping the company’s future. Pampers, the biggest brand of diapers, which is legendary all over the world. Consumers are joyful and glad as they use Pampers diapers, which might hold their kids dry, clean, secure and comfortable throughout their taking half in and sleeping time so that parents could presumably be reassured about their kids.

The company is no longer focusing purely on infants but has expanded into targeting each pregnant women and toddlers (Mortimer, 2005, p.20). Pampers is focusing on on pregnant ladies, infants and infants, and toddlers and preschoolers. For those pregnant women who’re about to have babies, they prepare for the stuff of babies and they are interested in selecting prime quality and secure diapers with small dimension; Parents who have already had infants, they’re interested in softest, driest, and most delicate diapers for his or her infants;

Parents of toddlers and preschoolers, they’re interested in larger sized comfortable diapers and in addition coaching pants in order that they may educate their children rest room skills. To satisfy customers’ interest and needs, Pampers produce softest, driest, sensitive and most comfy diapers with completely different sizes so that oldsters may choose what they want based mostly on the levels their youngsters in. Pampers additionally provides coaching pants for some of toddlers and all of preschoolers so as to help those kids who are in the course of of bathroom coaching. Thus, dad and mom are capable of select the products that fit their children based on the absorbency, consolation and gentle degree. On the opposite hand, the company is committed to producing “green” merchandise and invented life-cycle disposable and reusable diapers to find a way to deal with customers’ concerns, which clearly exhibits the socially accountable behavior of the corporate. As Mortimer (2005) illustrated that Pampers tried to develop on the merchandise innovation to deal with consumers’ environmental issues (p. 23).

Environmental Scan


There is the rising start price of girls between age 25 and 34 in North America. According to Statistics Canada (2009), the most typical group for women having kids among the many age between 25 and 34. Furthermore, there might be highest fertility and birth rate of group age 25-29 and 30-34 in the U.S (“Child Trends Data Bank”, 2013). On the opposite hand, mother and father have gotten more aware of environmental impression, and they’re keen to be socially responsible function fashions for his or her children and group. Pampers provides individuals the ability to pursue a greener future.


Customers choose cheaper products because of their old shopping habits and the competitors from other companies provide the identical merchandise. However, customers are prepared to spend extra on quality merchandise. They are wanting ahead of recent merchandise which might fulfill their wants. With the financial system bettering, customers have extra steady and disposable revenue of attempting innovative merchandise. As Statistic Canada (2009) said that ladies are having kids later in Canada. For those ladies who are between 25-34 and have youngsters later, they’ve extra secure jobs and disposable incomes so that they’re prepared to spend money on good quality products to ensure their babies’ health. Pampers is economically priced and delivers excessive quality merchandise.


Pampers makes use of the expertise of life-cycle analysis and develop environment-friendly diapers (“World Resources Institute”, 1994, p. 2). As individuals are more aware of eco-friendly practices, so the innovation technology of “greener products” should be superior continually. Also, Pampers innovation designed “Premium Care with Day Max technology” which is driest and thinnest diapers, and supplies as much as 12 hours dryness with final comfort and safety (“Gokbulut, n.d., p.1). The company is concentrating on babies’ skincare, so Pampers invented this expertise to guard every baby’s valuable pores and skin against wetness and make dad and mom reassured about their babies’ pores and skin. Additionally, the corporate advances their Internet system so that to make customers handy purchase online, and Pampers website also offers training education videos of their merchandise.

E-marketing is on the market for Pampers as nicely. The firm cooperates with Epsilon International Company and use e-mail survey with new analysis methodology as a marketing and communication channel to succeed in a wider audience and know customers’ needs and preferences. The survey e-mail is created in a quantity of languages so that offers Pampers the widest potential attain, and instant entry to their customer base (P&G Delivers, 2008, p.2).


One of Pampers’ opponents is Huggies. Pampers has 35 % international market share and Huggies has 22 % international market share in 2012 and these two brands can be found in over 50 countries all over the world (Huggies vs. Pampers, n.d.). They have the identical target audiences, pregnant ladies, infants, toddlers and preschoolers. Both of those two brands are in a median worth (Huggies vs. Pampers, n.d.). From the attitude of quality, Huggies diapers have a extra synthetic and plastic-like really feel to the outside, however Pampers diapers have a softer and more fabric-like really feel to the skin (Huggies vs. Pampers, n.d.).

Huggies is much less conscious of environmental consciousness. According to Bartenstein (2010), Huggies green washed to vow their merchandise are environmental friendly and good for youngsters, nonetheless, one of many product line, known as “Pure and Natural” are made of a lot of synthetic materials so that adding a substantial amount of waste to America‘s landfills (p. 16). With the rising variety of people who find themselves more aware about eco-friendly, individuals favor to choose on greener merchandise.

Relevant Trends

First, more people are regarding about environmental issues at present, so eco-friendly diapers will attract more parents. Second, there can be a competitive development. Huggies is enhancing their R&D system to create superior know-how on diapers. There is an application developed by Kimberly-Clark Corp. that alerts mother and father when their babies wet the diapers (Technavio, 2014). Parents would be proud of this utility because they may easily know when their babies need new diapers in order that they are able to change the diapers in time. Thus, it will propel the growth of the market through the forecast period. Third, women are having more youngsters, but later in life.

The common of women giving birth jumped from 27 (in 1996) to 29 (2009), and the primary time of fertility rate of Canadian ladies aged 30-34 surpassed that of girls aged 25-29 (Statistics Canada, 2009). Fourth, the economic system is advancing. There would be extra household have more secure jobs and disposable incomes to assist their children. Last, there is a trend of accelerating immigrants in Canada. As Ferrer (2013) identified that there’s a development of fertility of immigrants to Canada (p. 4). As a end result, the market of diapers is growing.

Consumer Scan

First, essentially the most vital factor that influences prospects habits is quality of merchandise. Every mother or father wants their babies to use safe and healthy products. Making high quality products sustainability will assist Pampers win more support of customers and hold buyer loyalty. Second, mothers have a tendency to buy family issues and they’re extra engaged of buying merchandise in digital and social media. They may get recommended merchandise from their pals or strangers, like word of mouth by way of social media channels. Moms have a tendency to shop on-line and see comments of products from different moms through social media, similar to fb and twitter (Hanna, 2013).

Online buying is more flexible and convenient for moms as a outcome of they do not have additional time for purchasing because of the busy work or taking excellent care of their infants. Third, there are three issues influences mothers of buying, the online coupons, communication community, and smartphones (Hanna, 2013). They like coupons as a reward method of shopping for products, they need a public communication place to speak with different skilled moms, they usually also need smartphones to get coupons, discover nearby local deals and scan bar code of products. Those are the components that affect prospects.

Conclusion and Recommendations

Pampers has profitable achieved on its business because it knows what their audiences concern about and evaluate on. Pampers is socially accountable of providing the constant innovation environment-friendly merchandise with technology improvement. However, Pampers should put extra investments on developing their R&D system of improvements so that to help infants talk higher with their mothers, like diapers tracking software. Also, extra mothers like using social media to purchase on merchandise and talk about the standard of merchandise with others.

Thereby, it’s an efficient promoting method for Pampers to build public neighborhood to let clients have entry of talking with others so as to know more about the products. Furthermore, there’s a development that ladies are having children later, so Pampers should focus on promoting merchandise with a wider range of age of girls giving delivery and an important factor is to know the needs of shoppers in different age teams.


  1. Bartenstein, K. (2010, November 5). Going green: who’s committed and who’s faking their commitment? Western Connecticut State University. Retrieved from
  2. Child Trends Data Bank. (2013, December). Fertility and delivery charges. Child Trends Data Bank. Retrieved from
  3. Epsilon International. (2008). Procter & Gamble delivers Pampers e-mail survey with Epsilon International.
  4. Ferrer, A. (2013). The fertility of current immigrants to Canada. Institute for the Study of Labor. IZA DP NO. 7289.
  5. Gokbulut, Y. (n.d.). Latest innovation. Retrieved from
  6. Hanna, B. (2013). CPG advertising trends: Pampers engaging mothers through digital and social media [Web log post]. Retrieved from
  7. Huggies vs. Pampers (n.d.). In Diffen. Retrieved from Mortimer, R. (2005). Absorbing market share. Brand Strategy, (192), 20.
  8. Pampers, (2014). Baby care, improvement, and activities. Pampers. Retrieved from
  9. P & G, Canada. (2010). Sustainability. P&G. Retrieved from
  10. Rehtmeyer, J. (2010). The Procter & Gamble Company. Educational Investment Fund.Statistics Canada.
  11. Women having children later.(2009, January 5). Statistic Canada. Retrieved from
  12. Technavio. (2014, March 5). Pampers or Huggies: Innovations in diaper know-how creates fierce competitors [Web log post]. Retrieved from
  13. World Sources Institute. (1994). The Procter & Gamble Company: A Life-cycle evaluation.

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