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初为人父 曾几何时生二胎才是最可靠 http://www.slideshare.net/JiahaoYang2/pampers-marketing-plan New Dad初为人父 Everyone asks me when I’m going to have babynumber two. My mother andfather think it’s time. My mother-in

图片 1初为人父

图片 2曾几何时生二胎才是最可靠


New Dad初为人父

Everyone asks me when I’m going to have babynumber two. My mother and father think it’s time. My mother-in-lawandfather-in-law think it’s time. Our neighbors and Stella’s revolving Chinesegrandparents think it’s time. In fact, it’s hard for me to leave the housethese days without being stopped by a random Chinese grandmother in ourcommunity to discuss the pros and cons of Baby 2.

Introduction and History of Pampers in China

One day, shortly after the birth of their new baby, the mother had to go out to do some errands, so the proud father stayed home to watch his wonderful new son。孩子刚出生不久后的一天,当妈的要出去办点事,所以把照料孩子的光荣任务交给了那位新阿爸。


In 1998, P&G entered the diaper market of China. During that time, most parents in China were not accustomed to use diaper for their babies. Instead they tended to use split pants, which is a kind of pants with a crack at the part of hip. Plastic and paper diaper was rare in that period.

Soon after the mother left, the baby started to cry. The father did everything

My husband and I are conflicted. Baby 2 is in the future, definitely. (Possibly Baby 3, although my husband doesn’t know about that yet。) We look back on the first year of Stella’s life and remember the sleepless nights and the constant feedings. I remind my husband that he’d better be ready to take out the trash, do any heavy lifting,and bow to my every whim if I’m going to give birth to another baby- something that didn’t feel very good the first time around and I’m sure doesn’t get that much better the second。

In order to develop a disposable diaper market in China, P&G decided to introduce a kind of diaper which is of cheaper price with an inferior quality of their origin product. They innocently regarded Chinese consumers as bargainers with all their purchases. This wrong position of the diaper made the first step of Pampers in China a really tough step. To most of the parents in China, the cloth and split pants which has been used for hundreds of years seems still worked well in 20th century. It is unnecessary to change it into a diaper. As for the emerging middle-class parents, they tended to make their purchase decisions based on what it best for their only child rather than what is cheaper. They wer premium quality seeker. It was clear Pampers diapers did not satisfied their needs. Pamper was just some irritating plastic in their eyes. Although the usage of diaper kept growing slowly, the huge market is still a sleeping market.

he could think of, but the baby just wouldn't stop crying. Finally, the dad got so worried he decided to take the infant to the doctor。然则,老妈刚出去一会,孩子就从头哭了。那位新父亲使尽了全身解数,但尽管不得已让儿女不哭。最终,孩子阿爹有一点忧虑了,决定抱着男女去找大夫看看。


In 2006, Pampers product quality was revised and they came up with softer and more absorbent diapers by developing more efficient technology platforms and even moved manufacturing operations to China in order to eliminate shipping costs. At that period the diaper market was still a little market compared to the huge population of China.

After the doctor listened to all the father had done to get the baby to stop crying, the doctor began to examine the baby's ears, chest and then down to the diaper area. When he opened the diaper, he found was indeed full。医务卫生人士听新老爸说完事情的经过,初叶给子女作检讨,先是检查孩子的耳朵,然后是乳房,最终检查到系尿布的地点。当先生张开尿布时,他发现尿布里面已经装得满满的。

Most parents who consider a second little bundle of joy have questions. What is the best age gap between children? Can timing reduce sibling rivalry and create a more harmonious family structure? Let’s turn to the experts to answer some common “tobaby or not to baby” questions。

In 2007, Pampers tries again. But this time, they started by following the basics principles of a marketing strategy: Research and (only then) Development.

"Here's the problem," the doctor explained. "He just needs to be changed."“难题就在此地了”,医师解释说。“你实在给孩子换个尿布他就不会哭了。”


They realized that if they wanted to convince the Chinese consumer to buy Pampers diapers rather than to continue using spilt pants, they had to find what else Chinese parents needed.

The perplexed father remarked, "But the diaper package specifically says it's good for up to 10 pounds!"新老爸一脸质疑地说,“可是尿布上的包裹特意显然地写着‘适用至10磅’啊!”

四年以Nelly弊 Less Than 2 Years Apart:

P&G launched an in-depth research on the Chinese consumers, it turned out that their need was pretty simple: More Sleep. A universal need that any mother long for during the first years of having a baby, and an even more interesting fact came out of this in-depth research:  Mothers concern about the quality of their baby’s sleep and its impact on their future cognitive development, because of the one-child policy the parents are concerned with their child academic achievement as the Chinese society became more and more competitive.


Pros- If you can embrace the intensity and chaos that will inevitably follow a two babies in two years, you may be rewarded within a year or so with kids who entertain each other well and are nicely in sync when it comes to toys and activities.Children born very close together can sometimes form an unbreakable bond。

After commissioning the Beijing Children’s Sleep Research Center for a study on how Pampers helped babies sleep better, they came out with the results that baby’s wearing Pampers diapers can fall asleep 30 percent faster, sleep an extra 30 minutes, and have 50 percent less sleep disruption through the night.


Pampers then rethought its whole communication strategy and launched its “Golden Sleep” campaign.

Cons- Money. The benefit of spacing out children is that it allows some time for your wallet and bank account to recover. You can also expect to be in child overdrive. All of those potty accidents, temper tantrums, and sleepless nights double with the addition of a baby two。

The aim of the “Golden Sleep” campaign was to frame Pampers as a product to improve the quality sleep of babies by communicating the “scientific” data results from the Sleep Research Center.


The campaign on Pampers Chinese web site focused on encouraging mothers to see by themselves the positive effect Pampers diapers had on their babies sleep by launching a Sleep Tracker that allowed parents to monitor their baby's’ sleeping patterns and then asked them to post pictures of their sleeping baby on the website that would be incorporated later on into the largest photomontage ever-made and the goal was to make it into the Guinness World Record.

两到八年内生二胎 2 to 4 Years Apart:

This time, Pampers got a glorious victory. Instead of offering convenience and affordable product, Pampers successfully met a deeper need and educated Chinese mothers about the benefits of longer uninterrupted sleep for their baby’s cognitive development. P&G also take care and involved babies’ mothers in the product experience. This helped pampers walk through the barrier of tradition.

Pros- With your older child heading off for a day of kindergarten fun, you'll get the freedom to bond with your new baby. Siblings are still close enough in age that they enjoy the same kind of toys and games. This may also be a good move career-wise, as it allows for some working time between pregnancies。

Pampers’ sale boomed 50 percent in the first year of the campaign. The diaper market in China also suffered a boom. Till 2010, P&G took up 42.7% percent of the 3 billion diaper market in China.

  利 大学一年级点的儿女曾经上幼园了,那样一来你将有更加多时光照管你的女孩儿。孩子们年纪上也不会离开太远,还是能大快朵颐玩具一同做游戏。那也是没有错的选料,在生二胎在此之前你还可能有少数时间足以干活。

However, in 2010, Pampers began to meet the tough challenge from competitors. This time, the wind comes from the east. In Japan, Kao’s product Merries holds a reputation as being especially gentle on babies’ skin. This helped it take a large part of Japanese market. This time the quality conquered the Chinese customers again. From 2010 till now Kao’s sale go up like a rocket. Its market share triple from 2010 to 2015, and trend seems will not stop in a while.

Cons- A first bornchild who is accustomed to all of the attention may feel resentful when the new baby is introduced into the mix. By quickly showing the older child how toproperly treat and take care of the new baby, firstborn children can better adapt to the new addition. Constantly saying “no” may be seen as taking the newbaby’s side and foster more jealously。

Another Japanese Producer Unicharm, which is the leading diaper producer in Japan also have a steady growth another important fact is that Unicharm have owned distributors in more than 1500 cities in China the number was less than 500 in 2010.


Another interesting fact is the loss of sales of Pampers is not only from the Diaper produced in China. In fact the diaper import from Japan to China is growing crazily. This even causes a shortage of diaper in Japan of special brand. In fact, the sale of Merries also improves greatly in Japan. However most of the sales growth attributed to the customers in China.

八年现在再生 5 Years Apart or More:

Pampers is suffering a hard time with constant sales loss.  From the peak(near 45 percent) to now about 36 percent of market share. Especially in the area of high end-diaper which is taking a bigger and bigger market share. Pampers has a weak performance with its Japanese Competitors.

Pros- Many parents with children of this age gap feel that taking five or more years between pregnancies is the easiest on a marriage. You’re smarter and more confident as a couple, able to handle the rigors of parenting while still making time to besure your marriage is healthy and happy. The older child is also more mature and may accept the role as “baby helper” with a sense of pride。

 Marketing Plan


The whole plan is divided into 4 parts and in every part, it will make an analysis of its point based on the traditional 4P’s theory, and then transfer it to our recommendation which is based on the new 4C’s theory

Cons- With a big age gap, it may be difficult for children to become close friends. For example, a six year old is starting elementary school and no longer interested in “baby things” like playing blocks or going down the little slide on the playground.The return to diapers may be a shock to the system for the adults in the house also。

Part 1: Product vs Customer


The biggest mistake that P&G made is that it targeted the wrong consumer group. The old Pampers were made in China, had good but not top quality, and targeted on moms in general. They thought that all moms would buy Pampers for their children because it’s a big brand and they made good products. However, they were stuck in between the middle-class and lower-class market. The middle-class consumers want to get the best for their children. They want the top quality product and they deeply aware that the “made in China” label equals inferior goods. So they turn to the import diapers like Kao’s from Japan. Old Pampers clearly didn’t match their needs. Also, the lower-class consumers are mostly price-sensitive people, price is their first concern. In this market, there are already many local Chinese Brands there. The diapers they produce seems no difference to P&G and other big brands’ diapers in the lower-class’s eyes. So they went for the cheap Chinese diapers, P&G failed to grab this market as well. It turn out that it got stuck in between the middle-class and lower-class. So now, our suggestion for the new premium diaper’s positioning is that it should focus on the new middle-class ladies, who are willing to pay for their children,to get the best for them and favor foreign brands. First because of the popularity of diapers usage differs a lot from middle-class family to lower-class family. Among middle-class families who live in the big cities in China, statistics shows that more than 80% of them would buy diapers for their children. However, as for the lower-class people who live in rural areas of China, the diaper usage rate is lower than 15%. Despite as many as 78% of the total population in China are lower-class while about 20% are middle-class, the diaper market in lower-class is still really small. Moreover the lower-class consumers are the consumer group with the least purchase power. With all the cheap local Chinese brands competing there, that is really a small but fierce market. The effort of striving into this market far outweigh the output it may get in the end. So for a international big brand like P&G, with its new premium diapers, should totally focus on the middle-class market. As for the lower-class people, a small group of them may turn into middle-class in the future. Although now they are not so important, for the long term benefit of the company, we should still advertise on them so that P&G pampers diaper would become their first choice when they become middle-class. Here the emphasis should be put on the P&G brand instead of just the product itself. Because when they start to change the level of everything they buy, what goes in their mind first would be a big brand of many products instead of single dispersed products. Brand strategy is much better than product promotion here in order to get in their mind.


Part 2: Price vs Cost

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