Pampers is a brand for child care products (disposable diapers and baby wet tissue) owned by Procter & Gamble. The history of Pampers attaches itself closely to the history of disposable diapers (for more details on the history of diapers, please look at our entry History of disposable baby diaper at http://diaperwar.weebly.com/overall-market/first-post) as Pampers is the brand which contributed the most to the milestones in the disposable diapers developing process.
Pampers were firstly introduced in 1961. They were created by researchers at P&G including Victor Mills and Norma Lueders Baker, both researchers at Pampers. These early diapers were bulky, heavy products composed of fluff pulp with rayon topsheet, polyethylene backsheet.
Since its introduction to the market in 1961, Pampers had continuously researched and improved its products with best afford. Any changes or improvement of its products have long been considered the references for other brands worldwide. Let's have a look at how Pampers had tirelessly improved its products:
+ 1966: launched a 'wingfold' design and by 1969 started a "third size". By this time Pampers had become a national brand in the United States.
+ 1971: replaced the pin-on design with tape. Toddler and Premature Infant sizes were also introduced.
+ 1973: developed elasticized single and double gussets around the leg and waist areas to aid in fitting and in containing urine or stool which had not been absorbed.
+ 1982: introduced an elasticized wingfold diaper with elastic leg gathers and refastenable tapes
+ 1986, thin diapers made with absorbent materia - superabsorbent were released. Typical size of diaper decrease by 50%.
+ 1987: introduced frontal tape systems which allow repositioning of the lateral tape without tearing the diaper.
+ In 1998 Procter & Gamble introduced its largest diaper at the time, Pampers Baby-Dry Size 6.
Brand architecture:
Pampers is the brand under P&G group and the brand architecture style of the group is freestanding architecture (a house of brand: corporate brand operates merely as a holding company, and each product or service is individually branded for its target market)
Brand identity:
+ Brand DNA (distinctiveness, novelty and attributes)
Pampers' vision is “to continually learn from the babies, thus making their world better and helping their healthy development”
Pampers values: “Pampers continuously works towards improving the life of mothers and babies, while focusing on the babies' development”.
According to the vision and the values of Pampers, we could work on to decode its DNA by getting its attributes, distinctiveness and novelty.
- Attributes: good absorbent core (3 layers), light&thin, elastic wristband, wetness indicator, discount
- Distinctiveness: first player in the history of the market (the inventor), leader in technology improvements to bring about better quality products, softest diaper (as they claim to be), a lot of improvements made to the product by PP in the history of diapers.
- Novelty: the most experienced brand in baby care field, the market trend setter
The DNA of the Pampers brand is that: it is a well experienced care-taker that would do its best for customers
+ Kaferer prism: The Kaferer prism help revealing Pampers' brand identity as followed:
Brand equity:
Pampers Customer-Based Brand Equity model (CBBE)
Pampers Customer-Based Brand Equity model (CBBE)
Brand content:
To get to know the brand content of Pampers, we will look deeply on every aspects of its presence to customers.
1. Logo: yellow little heart
2. Slogan: Love. Sleep & Play
3. Website: http://www.pampers.com/home
When visiting Pampers’ website, you will encounter a welcome note, introducing the Pampers' community and ask you to join. Becoming a member in the community will bring you the following benefits:
· Deals to help you save every day.
· Pampers Rewards to turn your purchases into points for toys, baby must-haves, coupons and more.
· Customized newsletters to match your baby’s stage of development.
This website is specially designed like a blog (instead of a traditional website). Thus there are entries displayed in the order of time. The content of the entries are divided into several topic: home (experience taking care of a baby), games (to get points and rewards), products & promotion, etc.
One advanced thing is that at the top of all entries, Pampers provides customers with an easy news filter by letting them choosing which stage their baby is in.
To get to know the brand content of Pampers, we will look deeply on every aspects of its presence to customers.
1. Logo: yellow little heart
2. Slogan: Love. Sleep & Play
3. Website: http://www.pampers.com/home
When visiting Pampers’ website, you will encounter a welcome note, introducing the Pampers' community and ask you to join. Becoming a member in the community will bring you the following benefits:
· Deals to help you save every day.
· Pampers Rewards to turn your purchases into points for toys, baby must-haves, coupons and more.
· Customized newsletters to match your baby’s stage of development.
This website is specially designed like a blog (instead of a traditional website). Thus there are entries displayed in the order of time. The content of the entries are divided into several topic: home (experience taking care of a baby), games (to get points and rewards), products & promotion, etc.
One advanced thing is that at the top of all entries, Pampers provides customers with an easy news filter by letting them choosing which stage their baby is in.
It is a good idea of Pampers to create a group for parents of babies. The group will help push up the level of loyalty of their customers. Besides, it is also a channel to connect the brand with customers and reinforce the relationship among customers themselves.
4. Facebook: (https://www.facebook.com/Pampers)
They have over 14 million likes (recorded in November 2014). Most posts are under Pampers Rewards program which provides customers codes in oder to gain points on their accounts. And this type of posts always attracts lots of attention: hundreds of likes, shares and comments. On their facebook, they also post some videos to celebrate special occasions (Mother's day, Father's day, Halloween, etc.)
Generally, the facebook page of Pampers has been working effectively as a promotion channel. It is well engaged and empowered, providing customers with latest promotion events.
VIDEO: Pampers Father's Day 2014
4. Facebook: (https://www.facebook.com/Pampers)
They have over 14 million likes (recorded in November 2014). Most posts are under Pampers Rewards program which provides customers codes in oder to gain points on their accounts. And this type of posts always attracts lots of attention: hundreds of likes, shares and comments. On their facebook, they also post some videos to celebrate special occasions (Mother's day, Father's day, Halloween, etc.)
Generally, the facebook page of Pampers has been working effectively as a promotion channel. It is well engaged and empowered, providing customers with latest promotion events.
VIDEO: Pampers Father's Day 2014
5. Twitter: (https://twitter.com/pampers )
The account of Pampers on Twitter has 119 million followers (recorded in November 2014). Unlike facebook, most posts on this channel are about sharing ideas/answer to Pampers’ questions (most of them are simple questions, e.g. “What are you and the family up to this weekend?) or asking for photo sharing. The purpose is to get customers involved . Additionally, there are twist games and random winners are chosen to get presents (i.e. free diapers)
In short, Pampers uses Twitter as a sharing channel.
The account of Pampers on Twitter has 119 million followers (recorded in November 2014). Unlike facebook, most posts on this channel are about sharing ideas/answer to Pampers’ questions (most of them are simple questions, e.g. “What are you and the family up to this weekend?) or asking for photo sharing. The purpose is to get customers involved . Additionally, there are twist games and random winners are chosen to get presents (i.e. free diapers)
In short, Pampers uses Twitter as a sharing channel.
6. Commercial advertisement (TV, Youtube: https://www.youtube.com/user/Pampers)
Advertisement by Pampers in different countries have the same and coherent way of showing good attributes of the products and emphasize that it is the best.
In most of their advertisement, Pampers provides all the following contents:
+ Beginning with the image of children being comfortable in all day activities (happily dancing, sweet sleeping, being active all day, etc.)
+ Mentioning the outstanding materials, structure and design of the products, for example 12 hours protection, 3 layers, sesame street graphic design, 25% more absorbers than others, etc.
+ Quality confirmation: They also emphasize that their products are the number 1 choice of hospital or the best for babies (e.g. Swadder – the softest diaper….)
+ Economic choice: Pampers also claim that they are a good choice in the economic term for families as they can save quite lot by using Pampers thanks to its subpreme quality, they don’t have to change so many diapers per day.
VIDEO: Pampers commercial: The Giggle Monster
Pampers advertisement obtains clear content: it touches audiences’ feeling by emotional lively image of children, then, gains their trust by providing transparent physical attributes of the products and finally gives them a confident feeling that this is the best choice for their babies by confirming that Pampers is best choice of hospital and the softest, the best products. Obviously, we find the way they are running their advertisement is consistent to the brand personality: caring and reliable.
In conclusion, after reviewing each Pampers' channels, it can be seen that in spite of its different mode of presence: website or advertisement, Facebook or Twitter, the content of Pampers in each is coherent: the brand acts as a reliable and caring partner for the mom and the baby.
In conclusion, after reviewing each Pampers' channels, it can be seen that in spite of its different mode of presence: website or advertisement, Facebook or Twitter, the content of Pampers in each is coherent: the brand acts as a reliable and caring partner for the mom and the baby.