International Marketing Plan PG Pampers diapers.docx

International Marketing Plan PG Pampers diapers.docx

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InternationalMarketingPlanPGPampersdiapers

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FYINSTITUTEOFTECHNOLOGY

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EDGEHILLUNIVERSITY

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BSc（Hons）BusinessandManagement

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BUS3004F

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InternationalStrategicMarketing

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InternationalMarketingPlan

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ContentPage

Preface1

A.Introduction1

A.1Pampersbrandhistory1

A.1.1Invention1

A.1.2Logo1

B.CurrentSituationAnalysis.2

B.1MarketAnalysis.2

B.2PampersCompetitorsinChina3

B.2.1Competitor-basedpricing3

B.3ModeofEntry4

C.ExportCapacity4

C.1Largepopulation4

D.S.W.O.T5

E.CriticalSuccessFactors6

F.Objectives6

F.1CompanymissionStatement6

F.2Company’sObjectives.7

G.TargetCustomers7

I.MarketingStrategies8

I.1Productstrategies:

8

I.2Servicestrategies:

8

I.3PricingStrategies8

I.4Place/Distributionstrategies9

ContentPage

I.5PromotionalStrategies10

J.RelationshipManagementwithdistributor&BusinessEthics10

K.Advertising&PromotionalBudget11

K.2PromotionalBudget12

L.SalesForecast12

M.Implementation12

N.Recommendations&Conclusion13

Reference:

14

InternationalMarketingPlan

Proctor&Gamble（Pampersdiapers）

Preface

ThisassignmenthasontheinternationalmarketingplanofPampersdiapersfromU.StoShenZhen,China.

PampersisoneoftheleaderbrandsofbabyproductmarketsbyProctor&Gamble.PampersistheNo.1-sellingdiaperinChinaevenworldwide.

A.Introduction

A.1Pampersbrandhistory

A.1.1Invention

DisposableDiapershavecomealongwaysince1961,whenVictorMills,anAmericanchemicalengineerwho,whileworkingfortheProcter&GambleCo.,revolutionizedchildcarewiththeinventionofthedisposablediaper;inordertohelphimbettercareforhisowngrandson.Sincethenmomshavecometorelyonthemasatrustedgo-toproduct.（StudyPampersHistory）

A.1.2Logo

ThePamperslogohasundergoneseveralchangesthroughouttheyears.Itscurrentversionisatypicalexampleofawarm,instantlyrecognizablemarkthatreflectsattributessuchaslove,light,sunshineandcare.thelogofeatures

blue,yellowandwhitecolors,allthesecolorsexemplifyexcellence,happiness,purityandelegance.Thefontofthelogoisacustomtypeface.logodesignhistoryrefertothepicture（Alex,N.2014）.

B.CurrentSituationAnalysis.

B.1MarketAnalysis.

ItisasterriblethingtolaunchPamepersinChinain1980’s.Becauseconsumerssimplydidnotseeaneedfordisposablediapersinthosedays.betweentraditionalclothdiapersandkaidangku,Chinesemothersfeltthattheyhadtheirbabiescovered.PampersisaproductthatchangingconsumerbehaviortocreateamarketforitinChina.

Sameer,M（2013）’In2011,Chineseretailsalesofdiaperswerearound USD4.33billion （RMB26billion）,approximatelythesameasUSsales.WhatmakesChinasoattractiveforP&Gisthatwhilediaperssalesgrewat26%over2010–2011,theydeclinedby5%intheUnitedStates'.

B.2PampersCompetitorsinChina

TherearemanycompetitorinChinadiapermarket.SuchasHuggies,Merries,Mamypoko,Anerle（OwenbyHengan）,Chinus,Fitti,SealerEtc.ButHuggiesisthebiggestcompetitorinChina,Huggiesareavailableinover50countriesworldwide,includinginNorthandSouthAmerica,Asia/Pacific,EuropeandtheMiddleEast.TheyarealsoavailableinSouthAfrica.IntheShenzhenofChina,theyaresoldinavarietyofretailers,includingWalmart,Carrefour.

B.2.1Competitor-basedpricing

BasedonpricingatWalmart:

Fromthefollowingchartthateasytoknowthatthetheirpricearecloselyrelated.

Unit

Huggies

Pampers

LittleSnugglersdiapers

Diaper

$0.26

snugandDrydiapers

Diaper

$0.24

LittleMovers

Diaper

$0.36

Goodnites

Diaper

$0.79

cruisers

Diaper

$0.35

Swaddlers

Diaper

$0.31

sensitive

Diaper

$0.35

Underjams

Diaper

$0.67

B.3ModeofEntry

P&GenteredChinathrougha jointventure withaHongKongcompany,HutchisonWhampoa.ThejointventurebusinessformedanotherjointventurewithGuangzhouSoupFactoryandbeganproducingP&G'sfirstproductfortheChinesemarket-Head&Shouldersshampoo.Withinayearoflaunch,Head&Shouldershadgainedabout15%oftheGuangdongmarket.

C.ExportCapacity

C.1Largepopulation

Aseveryone’sknowChinaisacountrywithlargepopulation.Year2002to2012thebirthrateissimilar,ButthepopulationofChinaatthesameperiodisdifferent,thismeansOver30millionbabiesexperiencethecomfortanddrynessofPamperseveryday.

C.2Rapidincreaseinconsumerspending

One-childpolicyinChina,parentswanttoofferthebestthingstotheonlyChild.BasedontheincreaseofthePDI（Personaldisposableincome）.Moreandmoreeducatedandyoungmothersneedthehighqualitydisposablediaperstobettercareoftheirbaby.EspeciallyinthemodernanddevelopedCity,ShenzhencityofChina.Thiswillrapidincreaseinconsumerspending.

D.S.W.O.T

Strength

1,highestmarketshareamongitscompetitors

2,HigherbrandinterestofconsumerinPampersthanothers.

3,Aggressiveadvertising

4,Strongdistributionnetwork

Weakness

1,Highcost

2,Aggressivecompetitors

Opportunities

1,Regularinnovationsintheproducttomaintaincustomershighinvolvement

2,GoodCSRactivitiestopromotetheproduct

3,Innovativewaystoconnectwithmothers

4.Largepopulation

5.Rapidincreaseinconsumerspending

6.Todeploynewtechnology

Threat

1,Pricewaswithcompetitors

2,Sensitiveproduct,anysmallmishapcanhurttheimageoftheproductandwilllostthesupportofmothers

3,Easysubstitute

4.Governmentpolices®ulation

5.Intensecompetition

E.CriticalSuccessFactors

ThewideavailabilityofthePampersbrandisakeytoitssuccessasaparent-friendlybrand.YoucanfindPampersprettymuchanywhere,frommom-and-popcornerstorestobigboxretailers,regardlessofthetimeofdayornight.Thismeans,whenyou’veforgottentostockup,youwon’thavetodesperatelywaitforanearbystoretoopenorkeepyoureyeoutfortheFedExtruckifyoutendtoorderthemonline.Thatkindofreliabilityisimportanttoparents,whodon'twanttopaymoreforasubstitutetheyhaven'ttried.（StudyPampersAnnualReport2012）

F.Objectives

F.1CompanymissionStatement

Year

Mission

1961

ThefirstPampersdisposablediapersarrive,instantlybecomingahitwithmomsandbabies.

1971

Momsnolongerplay‘PintheDiaperontheBaby

1986

ThinneranddrierwithPampersUltra

1994

Thefirstdiaperwithstretchysides,madetofitlikenodiaperever.

1996

PArrives

2001

Customfitasbabygrows

2002

TinyDiapersforTinyMiracles

2003

Caringforeverybaby,everywhere

2006

protectover100millionbabiesaroundtheworld.

2009

PampersFacebookarrives

2010

Pampersfirsthighperformancediapercomes

F.2Company’sObjectives.

PampersObjectiveis:

Keepbabycomfortable,dryandclean,reinventingchildcare,valuewell-beingofparentsandbabies-familyoriented.

G.TargetCustomers

Pampers'targetmarketismostlynewparents,thoughtheyalsotargetparentsofkidsindiapersingeneral.ThisisbecausebrandloyaltymeanstheymayendupusingPampersdiapersfortheentiretimetheirchildisindiapers,andtheywon'thavetheirmindmadeupaboutanyparticularbrandbeingbestyet.Gettingsomeonetoswitchfromadifferentbrandisharder,andunlikemanyotherproductspeoplesimplystopusingdiapersafterawhilebecausetheirkidsbecomepottytrained,sonewparentsaremorevaluable. 

H.Positioning

PampersispositionedasgloballeaderinBabyCareProductsthatkeepsbabiescomfortableanddrywhiletheysleepandplay.World’sleadingandtrustedbabycarebrand–Pampersinnovativetechnology（AbsorbentGellingMaterial）lockswetnessinfasterthenanyotherbrand.Pamperstargetsparents,specificallymothersthroughoutthedifferentdevelopmentalstagesoftheirbaby-frombirthtotoddlers.MarketresearchshowsthatmomsassociatePamperswithbeingatrustedandhighqualityproduct.

I.MarketingStrategies

I.1Productstrategies:

seeingtheworldthroughtheeyesofababy.

I.2Servicestrategies:

WhatmakesPampers’marketingstrategystandoutisitsinvestmentinmakingitswebsitepersonal.Onfirstvisittothesite,themotherisaskedherchild’sageandthenthesitecontentisadjustedWhat’smore,thesitehasaconversationalfeeltoit.With “PampersVillage”（loyaltyprogram）,thebrandoffersitsclientsthreeadditionalservices:

accesstopromotions,newsletterstailoredtotheirneedsdependingonthechildren’sage,andalsotheopportunitytotalktoexperts.（StudyMarionBraizaz,2013）.

I.3PricingStrategies

Pampersusesnonpricecompetitionbecausetheyfocusonproductqualitytodistinguishitsproductfromothercompetingbran