Product Market Analysis of Pampers

Table of Content

Introduction1

Procter & Gamble (P&G) Company Profile1

Pampers: A Global Business Unit of P&G2

Product2

Target market3

Price3

Promotion7

Conclusion8

References9

Appendix11

Product Market Analysis of Pampers

Introduction

The essence of successful marketing lies in the ability of a company to execute plans for conception, launch, pricing, promotion, and distribution of a product or service so as to establish an exchange that satisfies both; the target customers' needs as well as organization's goals. Thus, briefly put, managing the market of a product requires significant decision making with regards to identifying the target market, assessing its positioning in the minds of consumers, designing suitable pricing policy, and ensuring availability of the product to all the customer segments. All these four factors are popularly known as marketing mix which helps carry out the Product- market analysis. This objective of this brief paper is to present a comprehensive product market analysis of Pampers, a global/strategic business unit of Procter & Gamble (P&G).

Procter & Gamble (P&G) Company Profile

The Procter & Gamble company is one the largest players in fast moving consumer goods industry in the world. The company is headquartered in Cincinnati; employs approximately 127,000 people; and has global presence in North America, South America, Europe, and Asia. The $8.255b company has experienced a 4.5% increase in its revenue during FY2011 (Yahoo finance, 2012). However, immense investment in advertising has been resulting in decrease in operating and resulting net profit during the last three years. The organizational structure is such that it divides the company into four functional units, namely; Global Business Units, Global Business Services, Global Operations, and Corporate Functions. There are six operational segments or divisions of the company, namely; baby care, family care, snacks, grooming, fabric care, healthcare, pet care, home care, and beauty. However, the administrative structure of these divisions is amalgamated into three units, which are; Beauty, Health, and well-being, and Household care. P&G has 26 types of products and carries 50 brands in its portfolio; some popular ones include Pampers, Ariel, Oral-B, Pringles, Gillette, Braun, Head & Shoulders, Pantene, Tide, Duracell, and Bounty (PG.com, 2012).

Pampers: A Global Business Unit of P&G

Pampers has been fiercely competing in the market for the last 40 years to maintain its market leader position in the category of baby-diapers. As the product category suggests, it is a baby care product designed for babies and toddlers. It offers a wide product line of diapers, pants, and wipes for babies of different age groups. Pampers takes pride in being the best in the market for baby care because of their constant investment in research and development of the product. Their consistent improvement in the material and customization of diapers as per the size and usage requirement clearly indicates that the company wants to fulfill their target market's needs for using the product (Pampers.com). It has already been established that Pampers being a GBU has various product lines; however, in this paper Pampers Diapers is the main product for the analysis. Brands in P&G's portfolio are not in direct competition with ...