International Marketing Plan PG Pampers diapers.docx

1、International Marketing Plan PG Pampers diapers Assignment Cover SheetStudent Name: Student Number: Module Code and Name: BUS 3004F International Strategic Marketing Date Submitted: Assignment Number/Name: Individual Assignment Word Count: I confirm this is my own work and that I have read the secti

2、ons in the FYIT and Edge Hill Student Handbook on plagiarism and collusion.I understand that plagiarism and collusion are unacceptable in undergraduate work and that I am liable to severe academic and disciplinary penalties if I submit work that contains evidence of either practice.I have also read

3、the relevant section in the handbook on word length and recognise that I may be penalised for over/under length work.SIGNED :Marked by: Mark:Pleases note that this mark is provisional and is for guidance only.It may be modified by subsequent internal and external moderation.Moderated by:Tutors Comme

4、nts relating to criteria for assessment,structure and use of English.Strengths and weaknesses:Second Marker Comments: FY INSTITUTE OF TECHNOLOGY SINGAPOREEDGE HILL UNIVERSITYUKBSc (Hons) Business and ManagementModule Code: BUS 3004F Module Name: International Strategic MarketingIndividual Assignment

5、 International Marketing Plan Lecturer: Student Name: Content PagePreface 1A.Introduction 1A.1 Pampers brand history 1A.1.1Invention 1A.1.2Logo 1B.Current Situation Analysis. 2B.1Market Analysis. 2B.2Pampers Competitors in China 3B.2.1Competitor- based pricing 3B.3Mode of Entry 4C.Export Capacity 4C

6、.1Large population 4D.S.W.O.T 5E.Critical Success Factors 6F.Objectives 6F.1 Company mission Statement 6F.2 Companys Objectives. 7G.Target Customers 7I.Marketing Strategies 8I.1 Product strategies: 8I.2Service strategies: 8I.3Pricing Strategies 8I.4Place/Distribution strategies 9Content PageI.5Promo

7、tional Strategies 10J.Relationship Management with distributor & Business Ethics 10K.Advertising &Promotional Budget 11K.2Promotional Budget 12L.Sales Forecast 12M.Implementation 12N.Recommendations &Conclusion 13Reference : 14International Marketing PlanProctor&Gamble ( Pampers diapers)PrefaceThis

8、assignment has on the international marketing plan of Pampers diapers from U.S to Shen Zhen,China.Pampers is one of the leader brands of baby product markets by Proctor&Gamble.Pampers is the No.1-selling diaper in China even worldwide.A.Introduction A.1 Pampers brand history A.1.1InventionDisposable

9、 Diapers have come a long way since 1961,when Victor Mills,an American chemical engineer who,while working for the Procter & Gamble Co.,revolutionized child care with the invention of the disposable diaper;in order to help him better care for his own grandson.Since then moms have come to rely on the

10、m as a trusted go-to product.(Study Pampers History)A.1.2LogoThe Pampers logo has undergone several changes throughout the years.Its current version is a typical example of a warm,instantly recognizable mark that reflects attributes such as love,light,sunshine and care.the logo features blue,yellow

11、and white colors,all these colors exemplify excellence,happiness,purity and elegance.The font of the logo is a custom typeface.logo design history refer to the picture(Alex,N.2014).B.Current Situation Analysis.B.1Market Analysis.It is as terrible thing to launch Pamepers in China in1980s.Because con

12、sumers simply did not see a need for disposable diapers in those days.between traditional cloth diapers and kaidangku,Chinese mothers felt that they had their babies covered.Pampers is a product that changing consumer behavior to create a market for it in China.Sameer,M(2013)In 2011,Chinese retail s

13、ales of diapers were aroundUSD 4.33 billion(RMB 26 billion),approximately the same as US sales.What makes China so attractive for P&G is that while diapers sales grew at 26% over 2010 2011,they declined by 5% in the United States.B.2Pampers Competitors in China There are many competitor in China dia

14、per market.Such as Huggies,Merries,Mamy poko,Anerle(Owen by Hengan),Chinus,Fitti,Sealer Etc.But Huggies is the biggest competitor in China,Huggies are available in over 50 countries worldwide,including in North and South America,Asia/Pacific,Europe and the Middle East.They are also available in Sout

15、h Africa.In the Shenzhen of China,they are sold in a variety of retailers,including Walmart,Carrefour.B.2.1Competitor- based pricingBased on pricing at Walmart:From the following chart that easy to know that the their price are closely related.UnitHuggiesPampers Little Snugglers diapersDiaper$0.26sn

16、ug and Dry diapersDiaper$0.24Little Movers Diaper$0.36GoodnitesDiaper$0.79cruisersDiaper$0.35SwaddlersDiaper$0.31sensitive Diaper$0.35UnderjamsDiaper$0.67B.3Mode of Entry P&G entered China through ajoint venturewith a Hong Kong company,Hutchison Whampoa.The joint venture business formed another join

17、t venture with Guangzhou Soup Factory and began producing P&Gs first product for the Chinese market-Head&Shoulders shampoo.Within a year of launch,Head & Shoulders had gained about 15% of the Guangdong market.C.Export CapacityC.1Large population As everyones know China is a country with large popula

18、tion.Year 2002 to 2012 the birth rate is similar,But the population of China at the same period is different,this means Over 30 million babies experience the comfort and dryness of Pampers every day.C.2 Rapid increase in consumer spendingOne-child policy in China,parents want to offer the best thing

19、s to the only Child.Based on the increase of the PDI(Personal disposable income).More and more educated and young mothers need the high quality disposable diapers to better care of their baby.Especially in the modern and developed City,Shenzhen city of China.This will rapid increase in consumer spen

20、ding.D.S.W.O.TStrength 1,highest market share among its competitors 2,Higher brand interest of consumer in Pampers than others.3,Aggressive advertising 4,Strong distribution network Weakness1,High cost 2,Aggressive competitorsOpportunities 1,Regular innovations in the product to maintain customers h

21、igh involvement 2,Good CSR activities to promote the product 3,Innovative ways to connect with mothers4.Large population 5.Rapid increase in consumer spending 6.To deploy new technology Threat 1,Price was with competitors2,Sensitive product,any small mishap can hurt the image of the product and will

22、 lost the support of mothers 3,Easy substitute 4.Government polices & regulation 5.Intense competition E.Critical Success FactorsThe wide availability of the Pampers brand is a key to its success as a parent-friendly brand.You can find Pampers pretty much anywhere,from mom-and-pop corner stores to b

23、ig box retailers,regardless of the time of day or night.This means,when youve forgotten to stock up,you wont have to desperately wait for a nearby store to open or keep your eye out for the FedEx truck if you tend to order them online.That kind of reliability is important to parents,who dont want to

24、 pay more for a substitute they havent tried.(Study Pampers Annual Report 2012)F.ObjectivesF.1 Company mission StatementYearMission1961The first Pampers disposable diapers arrive,instantly becoming a hit with moms and babies.1971Moms no longer play Pin the Diaper on the Baby1986Thinner and drier wit

25、h Pampers Ultra1994The first diaper with stretchy sides,made to fit like no diaper ever.1996P Arrives2001Custom fit as baby grows2002Tiny Diapers for Tiny Miracles2003Caring for every baby,everywhere2006protect over 100 million babies around the world.2009Pampers Facebook arrives2010Pampers first hi

26、gh performance diaper comesF.2 Companys Objectives.Pampers Objective is:Keep baby comfortable,dry and clean,reinventing childcare,value well-being of parents and babies- family oriented.G.Target CustomersPampers target market is mostly new parents,though they also target parents of kids in diapers i

27、n general.This is because brand loyalty means they may end up using Pampers diapers for the entire time their child is in diapers,and they wont have their mind made up about any particular brand being best yet.Getting someone to switch from a different brand is harder,and unlike many other products

28、people simply stop using diapers after a while because their kids become potty trained,so new parents are more valuable.H.PositioningPampers is positioned as global leader in Baby Care Products that keeps babies comfortable and dry while they sleep and play.Worlds leading and trusted baby care brand

29、 Pampers innovative technology (Absorbent Gelling Material) locks wetness in faster then any other brand.Pampers targets parents,specifically mothers throughout the different developmental stages of their baby-from birth to toddlers.Market research shows that moms associate Pampers with being a trus

30、ted and high quality product.I.Marketing StrategiesI.1 Product strategies: seeing the world through the eyes of a baby.I.2Service strategies: What makes Pampers marketing strategy stand out is its investment in making its website personal.On first visit to the site,the mother is asked her childs age

31、 and then the site content is adjusted Whats more,the site has a conversational feel to it.With“Pampers Village”(loyalty program),the brand offers its clients three additional services: access to promotions,newsletters tailored to their needs depending on the childrens age,and also the opportunity to talk to experts.(Study Marion Braizaz,2013).I.3Pricing StrategiesPampers uses non price competition because they focus on product quality to distinguish its product from other competing bran