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  • No mention of pull-ups or Huggies
  • Based on 41 parents – Surveymonkey.com, Huggies Pull-Ups
  • Huggies missing the spaces (empty holes) to capture their target audience. Huggies has a lot of strengths but they are not

Huggies pull ups-presentation_final2 Presentation Transcript

  • 1. Huggies Pull-ups
    Summer 2011 Intern Project
    Benjamin Pressman, Jena Silverman, Helana Zhang, Karis Low
    August 8, 2011
  • 2. Contents
    Background
    Primary research
    Insight & Strategy
    Target
    Media mix
    Big Ideas
  • 3. The Beginning
    • First disposable diaper entry into the marketplace since Kimberly-Clark was created in 1872.Kimbies was created in 1968
    • 4. Could not compete with its competitors
    • 5. Huggies was created in 1978
    • 6. New brand vision with superior leakage technology
    • 7. Previous Tagline: “Huggies Makes Happy Babies”
    • 8. Current Tagline: “Enjoy The Ride”
    #1 selling disposable diaper in US
    #2 selling disposable diaper globally
    3
  • 9. I’m a Big Kid Now
    • Huggies introduced Pull-Ups in 1989
    • 10. Training pants offered for both genders of all sizes
    • 11. Partnership with Disney for fun, popular designs
    • 12. Easy Open Sides:
    • 13. First ever training pants to offer this
    • 14. Enables toddlers to feel grown up by:
    • 15. Learning the difference between wet and dry
    • 16. Allowing them to adjust at their own pace
    • 17. Providing a back up plan for occasional accidents
  • Huggies Infant Diapers
    Huggies Pull-Ups
  • 18. Disposable Baby Product Industry
    Sales projected to remain flat or even decline through 2015 ~ $3.4 billion
    Recession’s impact
    Parents are price sensitive & spend more time looking for deals
    Many people delayed having children – fertility rate declined 1.8% in 2008
    Rise of private label – increase of 3% of market share to 17.1% in 2009
    Discounters – 3 out of 4 mothers surveyed shop at discounters such as Walmart and Target
    Diaper sales declining – fell 2.4% from 2009 to 2010
    Other disposables’ sales rose from 2009 to 2010
    Wipes rose 3%
    Cleansing/care products rose 1.9%
    Market Share
    Kimberly-
    Clark
    Other
    P&G
    *Mintel, March 2011
  • 19.
  • 20. Competitive Social Presence
  • 21. Competitive SOV
    • Twitter counts for Luvs impacted by ‘luvs’ being a common twitter word, not related to the brand
    • 22. Pampers leads SOV by a good margin
  • Word CloudPotty Training
  • 23. Word CloudPull Ups + Potty Training
  • 24. Word CloudHuggies + Potty Training
  • 25. Mentions Breakdown
    Large drop-off in potty training conversations when adding in either Pull-Ups or Huggies to a search
  • 26. Pampers created a limited edition line of diapers with designs for boys and girls
    Founder, Victor Mills, was an American chemical engineer who revolutionized child care with the invention of the disposable diaper
    1950s
    1990s
    2008
    2011
    Parents file lawsuit against Pampers’ Dry Max diapers for diaper rash
    Pampers delivered double digit volume growth and became P&G’s first $8 billion brand
    Lawsuit settled:
    • P&G will pay $2.7 million for parents’ attorney fees
    • 27. Give each child of the 59 plaintiffs $1,000
    • 28. Spend $400,000 on pediatric resident training program and provide skin rash education
    Introduction of value packs
    SOURCE: pampers.com
  • 29. Sales are declining
    Pull-Ups is dominating the training pants category
    SOURCE: Mintel, Oh Baby! Report
  • 30. Private Label Brands for Diapers
    “The Up & Up diapers are very comparable to Pampers. They are not as soft as the Pampers… I am very happy with them and actually kicking myself in the butt for not trying them out sooner.”
    “Up&Up” diapers | Target
    • Improved upon over the years and have also gotten pricier
    • 31. Now more “cushy,” have thicker tabs, and are stretchier – all of which are more accommodating for babies who like to squirm and move around
    • 32. ~10¢ cheaper per unit compared to Huggies
    “I have 10 month old twin boys and I have used several diaper brands, from the most expensive to the lower priced ones, and these are by far the best in quality and value. They do not leak at night!”
    Kirkland diapers | Costco
    • Sizes are grouped together
    • 33. Often compared to Huggies’ Supreme and Huggies’ Snugglers
    • 34. ~11¢ cheaper per unit compared to Huggies
    “I’ve used Parent’s Choice diapers for all 4 of my children and thought it was a great diaper for the price… Last week… I immediately noticed the ‘modifications’ and questioned the product. Within the first hour, I knew the ‘improvement’ wasn’t an improvement.”
    Parent’s Choice diapers | Walmart
    • Parents do not like the recent redesign
    • 35. said to be less absorbent and now lacks the elastic waist band
    • 36. ~5¢ - 14¢ cheaper per unit compared to Huggies
    SOURCES: www.diapers.com; www.target.com; www.walmart.com
  • 37. Competitive Messaging - Pampers
    • Major branding campaign – Every Little Miracle
    • 38. Celebrating 50 years of Pampers
    • 39. Supporting intensive care units around the country
    • 40. Facebook promotion through Miracle Missions and Miracle Stories
    • 41. Miracle Missions – Community members support the mission and Pampers donates diapers
    • 42. Miracle Stories – Stories from the community about their children
    • 43. Partnering with UNICEF to provide tetanus vaccines
    • 44. Pampers Theater – Web series related to a variety of parenting topics
  • Competitive Messaging - Luvs
    • Branding campaign – Luvs Loves Your Baby
    • 45. Poop there it is – controversial commercial
    • 46. Blog – mainly broadcasts where discounts/coupons are available
    • 47. PoopDeck – iPhone game – shoot dirty diapers from your pirate ship
  • Focus Group | Key Findings
    • Parents often use one brand and then switch once their child reaches a certain age
    • 48. More keen about developmental milestones with the first child - Sometimes so focused that they don’t enjoy the experience as much
    • 49. Parents seek advice and knowledge from friends and family – including parents from daycare, parks and play-dates
    • 50. Family and Friends (more sensitive) > Blogs, Magazines, and Web (scare factor)
    • 51. There is a quiet competition between kids – “She learned how to swim already?”
    • 52. 1st child – Most open to brand messaging; Brand loyalty
    • 53. 2+ child – Enjoying the process; Whatever works
    • 54. If training pants are used, parents will most often use the same brand as the diapers they used for their child
  • In-store Observations
    Babies R Us | La Cienega, Los Angeles, CA
    July 7, 2011
    Walk-Through:
    • Huggies and Pampers products are placed on the shelves right by the entrance
    • 55. Diaper products are lined up along the back wall with Pampers on one side and Huggies on the other
    • 56. P&G created a Pampers container ($50) featuring diapers, baby wipes, and a P&G coupon book valued at $30
    • 57. Similarly, Huggies has a Newborn Gift Pack ($30) featuring diapers, baby wipes, changing pads, and Desitin Diaper Rash Paste
    • 58. There are no training pants next to the potty training toilets
    - Pull-ups emphasize Disney characters while Easy-Ups emphasize the mother and child as opposed to Dora and Diego
  • 59. In-store Observations
  • 60. ”Quality – good diapers are worth it.”
    Survey Monkey Key Findings
    “My daughter has an allergic reaction to certain brands and types”
    80% of parents pay close attention to their child’s developmental milestones
    61%care that their child reaches developmental milestones at the same pace as his/her peers
    41% were/are extremely loyal to one diaper brand
    Commonly based on trial & error, price and recommendations
    88% of parents who potty trained their child used training pants at some point
    “Licensed characters – my kids were fixated on certain ones”
    Top diaper purchase factors
    Family and Friends’ recommendations
    Trial & Error
    Trustworthy Name
    Promotions and coupons
  • 61. Path to Purchase
    Friends w/ Kids
    Yes to disposable training pants
    Store
    Family
    Potty Training Time
    Discount
    Huggies Pull-Ups
    Price/
    Coupons
    No to disposable training pants
    Internet
    Social Media
    MommyBlogs
    Company Site
  • 62. Strengths & Opportunities
    Weaknesses & Threats
    versus
    Available space to be
    top of mind
    Open-minded
    Negative word of mouth
    thinking
    Funct ional
    Coupon driven
    Established
    Brand & Identity
    Perceived
    as a secondary
    tool
    First in category
    Partnerships
    High price
    Innovative
  • 63. Huggies Pull-Ups Target
    Women aged 25-44
    with child(ren) between the ages of 1-5
    Demographics
  • 64. Huggies Pull-Ups Target
    Open Minded
    • I like trying new things
    Family Focused
    • Spending time with my family is my top priority
    • 65. I try to eat dinner with my family almost every night
    • 66. I like to shower my loved ones with gifts
    Active
    • I am so busy, often can’t finish everything I need to in a day
    • 67. I purchase products to help organize my life
    Desire to make something of themselves
    • I enjoy showing off my home to guests
    • 68. I consider myself sophisticated
    • 69. I am typically willing to pay more for high-quality items
  • Introducing
    Debbie McGinnis
  • 70.
  • 71. What she shares with her family & friends
    Making Smores with kids
    (She loves using Instagram)
    Family dog, Sims
    (his real name is Mango)
    Kid’s first zoo trip
    (like mother, like Hippo)
    Hanging out with girlfriends
    (It’s an adult tea party)
  • 72. Target Media Usage
    Television
    Index
    ABC Family 149
    Disney Channel 257
    Food Network 154
    HGTV 189
    Nickelodeon 259
    The Learning channel 167
    Top Media Quintile Usage
    Internet Activity
    Index
    Used E-Mail 141
    Made a purchase for personal use 181
    Obtained childcare or parenting information 571
    Visited a TV network or TV show’s website 167
    Shared photos through Internet website 197
    Websites
    Index
    Google.com 142
    Yahoo Mail 142
    Disney.com 503
    Amazon.com 209
    Facebook.com 200
    Magazine Types
    Index
    Parenthood 445
    Babies 407
    Women 167
    Home Service 146
    Epicurean 166
    News and Entertainment 123
    Movies
    Index
    Comedy 136
    Romance 136
    Family 154
  • 73. Insight
    Observation
    While diapers are essential and coupon driven, training pants have higher price points and are used as an optional tool.
    First time parents are more prone to actively seek out guidance and brands for their child to reach developmental milestones.
  • 74. Strategy
    Encouraging Pull-Ups as an essential milestone in the potty training process will allow Huggies to own the transitional space between diapers and  underwear.
  • 75. thebigidea
    guide
    “bible”
    template
    teacher
    reassurance
    tour guide
    mentor
    manual
    specialist
  • 76. Media & Tactics
  • 77. Huggies’ Current Media Mix
    Huggies:
    • A substantial portion of Huggies spending goes towards magazines making up 47% of their media mix
    • 78. The second largest spends are on SLN TV with 16% and Cable TV with 15%
    Pull Ups:
    • When looking at Huggies and Pull Ups together, magazines (69%) and US internet display (31%) continue to be the top channels of spending
    35
  • 79. Projected New Media 2012 Spending
    3%
    10%
    12%
    30%
    45%
  • 80. Magazines
  • 81. Demographics
    So What?
    • Advertise in magazines that value children’s developmental milestones and organization
    • 82. Form strong partnerships with each publication in order to take advantage of other marketing services including digital ad space, sponsorships, customized events, etc.
    • 83. Begin advertising Huggies diapers in baby magazines and segway mothers into Huggies Pull-Ups as they move towards general parenthood magazines.
    Why?
    Based on MRI, our target group indexes highly on reading magazines having to do with parenthood (445), babies (407), and women (167).
    These mothers also more likely to consume Spanish language magazines (110).
    SOURCES: MRI, Meredith Media Kit, The Parenting Group Media Kit, Real Simple Media Kit
  • 84. Print ads
    ALIGN ONLINE WITH PRINT
    • Similar to a growth chart but instead, four pieces of a treasure map leading to the big milestone: Pull-Ups.
    • 85. Each piece of the map dispersed in various issues of a magazine
    • 86. Each poster has a code that can be registered online and once all four are registered, user will receive a coupon
    ALIGN FACEBOOK AND TWITTER WITH PRINT
    • Q&A ad
    • 87. Take questions about potty training from Huggies’ Twitter and Facebook pages and answer them via the ads
    • 88. Personalized response from baby experts:
    • 89. Simple, informational, and drives mothers to Facebook, Twitter, website, and stores (cross-promotional)
  • Magazine partnerships
    THE PARENTING GROUP
    PARENTING and BABYTALK
    What They Have
    What We Want
    Change the Ages & Stages app to follow the new Huggies developmental milestones
    Customized sponsorships and product sampling of Huggies diapers, wipes, and Pull-Ups
    Sponsor a photo contest with kids wearing Pull-Ups, advertorials, and coupon inserts
    iPhone app featuring age-by-age development guides and searchable articles
    Fit Generation
    Signature sponsorships, Parent bloggers, and Newsletters
    SOURCE: The Parenting Group Media Kit
  • 90. Fit Generation Run/WalkParenting magazine
    “Achieve Your Milestones”
    Three event dates
    June 18th: Denver, CO
    July 30th: Minneapolis, MN
    October 1st: Winter Park, FL
    Exclusive diaper sponsor at event
    “Diaper Dash” (children 9 and younger)
    Personalized certificates
    Huggies Pull-Ups pedometers
    Given for free at booth
    Event Promotion
    Fit Generation website
    Parenting Magazine website
    Huggies website and Pull-Ups website
    Huggies Facebook and Twitter page
  • 91. Baby Changing Tables
    Placing Pull-Ups at the top-of-mind as the “next step” in the potty training process
    Promote Pull-Ups at Disney resorts
    Pull-Ups pouches will be placed on every changing table
    Shaped like a Pull-Ups and contains compartments for storage
    Each Pull-Ups pouch will display a different Disney design
    Utilize Disneyland’s Baby Care Center by distributing Pull-Ups changing pouches
    Pull-Ups already offered there for purchase
  • 92. Interactive Floor Mat Displays
    • Placed in major retail stores and mall play areas
    • 93. Interactive mat will display the Huggies Pull-Ups logo and an interactive game for toddlers such as hop scotch
    • 94. Each interaction will unlock the next step in the process of potty training
    • 95. When game is over, parents will be directed to where Huggies Pull-Ups are located in-store
    • 96. Interactive mat will not only be used to promote the actual product Huggies Pull-Ups but also the brand
    43
  • 97. Porta Potty Takeover
    “Start Your Potty Training Adventure”
    Installments placed in playgrounds and parks
    Footsteps leading up to the porta potty will display each step of potty training (Huggies Disposable Diapers, Huggies Pull-Ups, and the final step being the actual toilet)
    Changing tables will be installed in each porta potty with free samples of Huggies Pull-Ups
    Coupons will also be available for parents
    Step 3
    Toilet!
    Start your potty training adventure HERE
    Brought to you by Huggies Pull Ups
    Step 1
    Huggies Disposable
    Diapers
    Step 2
    Huggies Pull-Ups
    44
  • 98. Television
    Commercial ideas
    Older kids helping lost kids in diapers
    An older kid as the tour-guide around the bathroom/toilet
    Disney characters shown as mentors for getting through the process
    Making a quest for the toilet
    Short series on tips and guidance for potty training
    Minute-long episodes shown before and after a long program for children ages 1-5
  • 99. Product/Brand Placement
    A relatable family
    Laughable experience
    Teaches the viewers
    The loveable same-sex parents, Mitch & Cam are about to start potty training their adopted baby, Lily. They go to Claire and ask about her experience with potty training her 3 kids. She tells them all about the specific steps and procedures needed to train and how it completely worked for all of her kids (except Luke who always seems to be the outlier). Mitch and Cam try with Lily but it doesn’t work. Their next option is to go to Jay and Gloria. Gloria suggests them to do it in a very aggressive way and that Lily will just have to learn. An unappealing method but they try it nonetheless, only to fail.
    They go to a baby store/pediatrician/other source and discover Huggies Pull-ups. They use the Pull-ups and go about their own way of training Lily and it works!
    This episode can be all about the milestones that are relevant to the 3 families and how they find a new way of finding new milestones
  • 100. Huggies Apps
    Toilet Finder App
    Maps out closest kid friendly bathrooms
    Users can leave tips on best places to go
    Users can add new locations as well
    Toddler Translator
    Joke app
    Silly expansions/translations of young children’s speech
  • 101. Incorporate Pull-Ups into Huggies digital experience
    Current website and Facebook for Pull-Ups and Huggies are separate
    Showcase comprehensive product offering of Huggies
    Guide consumers from birth through potty training
    Build unified advice resource center on both website and Facebook
  • 102. Social Sustain
    Develop a POV/Voice for each major social platform
    Create posting strategy
    Test and adjust when/what to post
    Budget sufficiently for constant interaction
    Use social media to support all other ad campaigns
    Take advantage of customer service opportunities
    Advocacy programs
    Use influencers to drive social conversations
    Enlist celebrity Twitter users
    Sponsor local meetup events
    Create checkins and deals
  • 103. Digital Sustain
    Social advertising
    SEO campaign
    Display/Rich media advertising
    Video advertising
    Custom content creation & sponsorships
    Social gaming advertising
    Content sharing
  • 104. Retail Recommendations
    Create
    Pull-Ups gift pack including Pull-Ups, toilet seat, stickers, potty training chart, and interactive CD
    Place
    Cars’ branded Pull-Ups by the Cars’ branded toilet seats
    Present
    buying a toilet seat as a big event and as a Big Kid® gift  Associate toilet seats with Huggies’ Pull-Ups
    Improve
    partnerships with vendors to insure that brands receive more space on the packaging
  • 105. Questions?
  • 106. Appendix
  • 107. *Mintel, March 2011