In our last article, we learned about the Marketing Approach of Johnson & Johnson, which is one of the largest and most widely distributed healthcare companies in the world. In this essay, we’ll look through the marketing strategy of Pampers, which is one of the leading manufacturers of baby and toddler products.
The goal is to learn about Pampers and how it competed to become the world’s premium babycare and toddler products brand.
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By the end of this blog, we will have learned Pampers’ full marketing plan. Let’s start with the company’s story, target audience, and digital presence before we delve too deep into it.
About Pampers – Company Overview
Pampers a brand by Procter & Gamble markets and sells baby and toddler products. The company was founded by P&G researcher Victor Mills who used to dislike the changing of cloth diapers of his newborn grandchild. And that’s how Victor Mills revolutionized child care with the help of fellow researchers in P&G based in Miami Valley, Ohio to invent disposable nappies. The research got successful and the brand Pampers was born.
Since then the products by Pampers including diapers, training pants, and baby wipes for babies captured the market instantly because Pampers were the only one whose nappies were different and unique in the market. The products were solving the problems faced by mothers while pampering a baby. By 1970, the Pampers products were headed to department stores, supermarkets and drug stores all over with a nappy that helped keep babies dry and parents happy.
The company is always continuing to innovate and it introduces something new for baby sanitary and toddlers year on year which makes the brand a strong competitor in this industry.
|Market Share/ Revenue||Average $9 billion annually (worldwide)|
|Vision||To serve families and their little ones|
|Tagline||Love, sleep & play|
Marketing Strategy of Pampers
Let’s take a look at the different approaches used by Pampers to advertise its products and reach the maximum market it can.
Segmentation, Targeting, and Positioning
Pampers target its audience based on different aspects but its foremost target is the parents with children of age 0-3 years. Then they target especially working parents living in high population urban areas as the demand is even more there. The products they sell are affordable and high quality, which appeals to upper- and lower-income families.
Pampers has a variety of products for different lifestyles and social strata, such as Premium Care, Active Baby, and Dry Pants in a variety of sizes. In addition to this various benefits like sensitivity, wetness indicator, extra protection, etc makes them even more appealing.
They position themselves as a premium quality brand that keeps the babies’ safety as the priority. Mothers are most concerned about their baby’s health and healthy development and by keeping this in mind, Pampers make their products undergo rigorous safety and performance evaluations and then put them on the market.
Pampers rolled out its campaign #ItTakes2 which aims to encourage and inspire new fathers to be hands-on co-parents from the start, so they don’t lose out on their child’s childhood experiences and milestones later. #BaapBannaPadtaHai is what it means to be a true parent. It applauds the fathers who have already maintained their word to their children and partners but focuses on making co-parenting a rule rather than an exception.
The campaign was a success, as the video on Youtube received more than 5 million views within just 6 days. The success was due to the original campaign concept and effective use of marketing methods such as curating and promoting user-generated material.
Another campaign was a film featuring singer Shreya Ghoshal. It is intended to present an ideal solution to new parents – a Shreya Ghoshal lullaby to put the baby to sleep, as well as Pampers’ anti-rash and wetness protection characteristics, which keep the baby asleep for the entire night. Through this, they wanted to reiterate the promise of the baby’s health and happiness which was amplified by Shreya Ghoshal by choosing Pampers for her little one while singing lullabies in regional languages.
This campaign was not that successful as compared to the previous one discussed because there was a lack of marketing on the Instagram platform which has a followers count of more than 40k (on India’s page) but still this got like two million views on Youtube.
#WelcomeToTheWorld campaign was another heartwarming film that focused on spreading encouragement that babies are being born into a world full of love, courage, and harmony. The film offered a mother’s wish for her child during this time of uncertainty, based on the idea that a mother is overwhelmed with optimism and a strong sense of positivity when she embraces her baby for the first time, regardless of the uncertainty that surrounds her.
Social Media Marketing
Pampers is active on social media platforms like
Over a million followers worldwide
40.6k followers on Pampers India
Over 18 million followers
They are most active on their Instagram handle which has separate pages for different countries, with Brazil being the most followed one. The content posted is usually related to new campaigns, new product alerts, giveaways, and some happy customer pictures to make it look more personalized.
According to SEO rankings, a low number of keywords (under 500) is considered poor, keywords over 1000 are considered good, and 10,000+ are considered exceptional. As we can see, in.pampers.com has 30,139 organic keywords, which is a really good number. That means Pampers’ digital marketing is attracting a lot of audiences.
Also, the monthly traffic is 353K+, which is considered outstanding. As a result, Pampers’ SEO techniques do not need any improvements as their current technique is ranking higher in Google SERP results.
Pampers has been working with several YouTubers, bloggers, Instagram influencers, and others for marketing purposes for a very long time. They have a large number of influencers with over a million followers. Influencers promote the product so that it becomes more popular and sales improve as a result of their fan base.
Pampers has its website in over 50+ countries from where they directly sell the products with special offers. The website even offers some great parenting tools like a pregnancy due date calculator, hospital checklist, etc which makes it even more attractive. Besides that, their products are even available on platforms like Amazon, Flipkart, Big Basket, Firstcry, etc.
Pampers has even launched a user-friendly application that upgrades the customer buying experience and gives them multiple offers and benefits.
Content Marketing Strategies
Pampers is a social media powerhouse. The substance of the post is relevant to their new products and campaigns, as well as pregnancy-related information. Instagram and Youtube are the platforms where they share the most content. They also use television as a mode of spreading information about their products and offers.
This ends the elaborative marketing strategy of Pampers. Let us conclude our learning below from the marketing strategy of Pampers.
Conclusion – What’s Unique in Pampers’ Marketing?
Pampers is one of the most trusted brands that produce quality products that undergo high safety standards. This brand has made a special place in the minds of the consumers by using its strong marketing skills and providing a large range of products to suit every customer type. The world of baby products sounds incomplete without the brand.
The company has outperformed its competitors and a large part of this is possible due to its outstanding marketing efforts in promoting the brand to its clients. Marketing is one of the most important foundations of every organization, and it is now undergoing fast transformation. With the growing importance of digital marketing, it’s critical to educate yourself on the subject.
Companies are seeking highly competent digital marketers since digital marketing is a highly effective and fastest developing profession in the marketing segment. If you want to work for great companies in an intriguing sector, then check out IIDE’s 4 Month Digital Marketing Course to learn more and build your knowledge and skills.
Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Pampers has given you a good insight into the company’s marketing strategies.
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