This was to leverage the new behavior of moms to conduct online shopping which also included entertainment as a part of it. People with incontinence issues are another Pampers target market. This makes these people a segment of the target market for Pampers. It was an instant hit with parents, who appreciated the convenience and comfort that disposable diapers offered. They are also researching on the internet for all things that are needed for baby care — and video reviews is one of the strongest platforms for them to know about brands 22 percent of moms got to know of brands from videos. Mills set out to create a better alternative, and after years of research and development, he introduced the first Pampers diaper in The brand targets parents who are looking for quality baby care products that offer comfort, protection, and convenience. Pampers, being a leading brand in the baby care industry, segments its target audience based on the following factors:. They go through a lot of diapers, as every baby that is born will need to be diapered. On top of that the brand introduced the Pororo cuteness sticker as a limited-edition summer design and came up with the idea of how babies can have a joyful summer with Pampers Pororo diapers. With the rise of online shopping post-Covid, as well as the meteoric rise of TikTok, the brand decided to leverage the behavior of "shoppertainment" to drive the growth of Pampers especially during the summer season with the Pororo design. Pampers has a long history of creating memorable and effective brand campaigns.
It started with a music video of dancing tutorials of Pororo to build contest awareness and educate moms on the product benefit of Pampers with a user intention approach, then driving mothers to the Shopee site for purchase. The campaign aimed to establish an emotional connection with parents and highlight the importance of quality time spent with babies. However, they usually buy diapers in bulk but may not necessarily want to pay for a premium brand like Pampers because after all, the babies will only be in the hospital for a short time and maternity wards like all businesses need to find ways to keep costs under control. Previous Previous. Terms and Conditions. They also demonstrated how Pampers could be bought through the branded official stores in marketplaces, driving purchases along with entertainment.
Conclusion
They also demonstrated how Pampers could be bought through the branded official stores in marketplaces, driving purchases along with entertainment. Mills believed that there must be a better way to keep babies dry and comfortable, and he set out to develop a disposable diaper that would address the shortcomings of cloth diapers. Adults with disabilities that prevent them from using the bathroom independently are another Pampers target market. Share via. They go through a lot of diapers, as every baby that is born will need to be diapered. Share via: 0 Shares. The campaign showed an outstanding result by delivering two times performance versus competitors on the hashtag challenge and a significantly improved conversion rate which led to increased sales volume. Terms and Conditions. The target audience, moms with newborns to three year olds, had a high affinity towards both online shopping as well as entertainment content through video on YouTube and TikTok. Powered by Social Snap. Grandparents are often more inclined to buy premium brands, as they want what is best for their grandchildren. They may also buy other related products, such as diaper rash cream and wipes.
The Pampers Target Market (Surprise: Not Just Parents) | AMPLIFY XL
- And, in some cases, even pets may need to be diapered while they are in an animal hospital for treatment!
- It includes maternity wards and daycare providers.
- Case Studies.
A social media and e-commerce campaign marketed the Pampers Pororo diapers to Vietnamese mothers in the summertime. Pampers has seen impressive growth through a shift into digitization and making digital a key pillar of business transformation. However, Pampers was still behind the market leaders and would need to continue with innovative solutions to drive growth. Pampers decided to focus on the seasonality of summer to drive growth and bring in an innovative product with Pororo design. The objective was to drive Pampers trial and engagement by leveraging Pororo's strong Vietnamese following to create disruptive new news around Pampers Vietnam's first limited-edition character design. The target audience for Pampers were moms with kids of years old. They are looking for the best for their kids and are tuned into new trends in the market. They are also researching on the internet for all things that are needed for baby care — and video reviews is one of the strongest platforms for them to know about brands 22 percent of moms got to know of brands from videos. Also, one of the top trending platforms among the moms is TikTok, with 25 percent being using TikTok. They are also heavy online shoppers with more than 60 percent of them shopping online. In summer, due to heat and sweating, diaper consumption goes up as diapers need to be changed more frequently. Also, the heat and sweating create discomfort to babies leading to diaper rashes that makes them crankier which in turn also creates stress for moms. Pampers tried to leverage this insight to drive home the benefit of its anti-sag summer comfort diapers with the limited-edition summer Pororo design. Pampers come with high quality leakage protection and less sag dry which allows kids to play and explore freely without any discomfort. On top of that the brand introduced the Pororo cuteness sticker as a limited-edition summer design and came up with the idea of how babies can have a joyful summer with Pampers Pororo diapers. To communicate the happiness of the babies, Pampers wanted to showcase the joyful moves of the babies with the new Pororo Pampers and how that also lifts the moods of the moms seeing their babies smiling and happy. The campaign's main activity was a dancing contest, that would feature the mom and the baby in Pampers Pororo limited-edition diapers, that would demonstrate the ability of Pampers to keep babies in a joyful mood even during the heat and sweat of summer. This campaign is the step-up to Pamper's digital transformation journey that started a year ago. With the category having two competitors ahead of Pampers and with much bigger budgets, it was imperative for the brand to look at new trends and leverage new platforms.
Mills set out to create a better alternative, and after years of research and development, he introduced the first Pampers diaper in The original Pampers diaper was a simple design made of absorbent paper, with an adjustable adhesive tape to keep it in place. It was an instant hit with parents, who appreciated the convenience and comfort that disposable diapers offered. Over the years, Pampers has continued to innovate and improve its products, introducing features such as elastic leg cuffs, contoured shapes, and ultra-absorbent materials. The brand has also expanded to include a wide range of baby care products, including wipes, training pants, and diaper rash cream. Today, Pampers is one of the most well-known and trusted baby care brands in the world, with a presence in over pampers target audience.
Pampers target audience. The Pampers Target Market (Surprise: Not Just Parents)
When most people think of the Pampers target market, or for that matter the market for diapers, they think of parents with babies. However, there is a much larger market for this essential product than just parents! In fact, there are many other kinds of people who regularly buy diapers and specifically the Pampers brand. This includes grandparents, relatives, and friends of parents who have children. It includes aid workers and those pampers target audience the medical field who work with infants, pampers target audience. It includes maternity wards and daycare providers. And it includes people with incontinence issues, disabled adults, and even some pet owners! Parents with babies and small children are, of course, the most obvious segment of the Pampers target market. They need diapers for their children and will often buy them in bulk. They may also buy other related products, such as diaper rash cream and wipes. Often, pampers target audience, grandparents will buy Pampers for their grandchildren. They may do this to help out the parents, or they may keep a stash of Pampers at their house so that they are always prepared when the grandkids come over to visit.
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Daycares also buy diapers and they go through a lot of them!
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