Pampers IMC Plan

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De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to IMC.

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Pampers IMC Plan

  1. 1. MMC  500  De  La  Salle  University  Manila   1   Pampers  –  Integrated  Marketing  Communication  Plan               Submitted  by:     Monaliza  De  Jesus   Abigail  Fidel   Raphael  Sta.  Cruz   Nicco  Joselito  Tan                     De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  2. 2. MMC  500  De  La  Salle  University  Manila   2   Pampers  –  Integrated  Marketing  Communication  Plan    Table  of  Contents  ABSTRACT  .....................................................................................................................................  3  SITUATIONAL  ANALYSIS  ................................................................................................................  4  Headlines  ...............................................................................................................................................................................................  4  Competitive  Landscape  ...................................................................................................................................................................  4  Category  Data  ......................................................................................................................................................................................  5  SWOT  ANALYSIS  ............................................................................................................................  7  STRENGTHS  .........................................................................................................................................................................................  7  WEAKNESSES  ......................................................................................................................................................................................  7  OPPORTUNITIES  ................................................................................................................................................................................  7  THREATS  ...............................................................................................................................................................................................  8  KEY  STRATEGIC  CAMPAIGN  DECISIONS   ..........................................................................................  8  Objectives  ..............................................................................................................................................................................................  8  Target  Audience  .................................................................................................................................................................................  8  Brand  Position   ...................................................................................................................................................................................  10  Communication  Strategy  ..............................................................................................................................................................  10  Campaign  Strategy  ..........................................................................................................................................................................  12  Media  Objectives  ..............................................................................................................................................................................  12  Media  Habits  ......................................................................................................................................................................................  12  Media  Buying  Tactics  .....................................................................................................................................................................  13  Schedule  ...............................................................................................................................................................................................  19  Cost  Estimates  ...................................................................................................................................................................................  21  Key  Consumer  Insight  ....................................................................................................................................................................  23  Message  Objectives  .........................................................................................................................................................................  23  Selling  Premise  .................................................................................................................................................................................  23  Big  Idea  .................................................................................................................................................................................................  23  Message  and  Design  Execution  ..................................................................................................................................................  24  OTHER  MARCOM  TOOLS  .............................................................................................................  28  Sales  Promotion   ................................................................................................................................................................................  28  Public  Relations  ................................................................................................................................................................................  28  Events  Marketing  .............................................................................................................................................................................  30  Personal  Selling  ................................................................................................................................................................................  30  Digital  Marketing  .............................................................................................................................................................................  30  Merchandise  .......................................................................................................................................................................................  32   Shirts  and  Baller  IDs  ........................................................................................................................................................................  32   Baby  Books  ..........................................................................................................................................................................................  33   Special  Earth  Month  Green  Bags  ...............................................................................................................................................  34  Sample  Advertising  Executions  .................................................................................................................................................  35   Print  –  Magazines,  Newspapers  and  OOH  (Billboards)  ...................................................................................................  35   TVC    Script   ............................................................................................................................................................................................  37   Radio  Commercial  Script  ...............................................................................................................................................................  37  CAMPAIGN  MANAGEMENT  .........................................................................................................  38  Evaluation  of  Effectiveness   ..........................................................................................................................................................  38  Campaign  Budget  .............................................................................................................................................................................  40             De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  3. 3. MMC  500  De  La  Salle  University  Manila   3   Pampers  –  Integrated  Marketing  Communication  Plan       ABSTRACT    This  paper  is  an  integrated  marketing  communications  plan  for  Pampers,  a  diaper  brand  under  Procter   &   Gamble.   The   plan   will   cover   advertising,   public   relations   and   other   marketing  communication  strategies  that  are  specific  for  the  Philippine  market.  Pampers  is  currently  the  market  leader  in  the  disposable  diaper  category,  garnering  more  than  33%  market  share  in  2009.  Though  maintaining  a  wide  gap  over  its  competitors,  the  increase  in  sales  of  economy  brands  became  more  significant  in  2009,  posing  as  a  threat  to  Pampers.    Currently,  the  leading  disposable  diaper  brands  (Pampers,  EQ  and  Huggies)  are  all  investing  in  advertising.   To   make   Pampers   clearly   stand   out   from   the   competition,   this   marketing  communication  plan  aims  to  improve  on  the  brand’s  current  advertising  standpoint  by  shifting  it  from  purely  functional  to  being  appealing  in  both  functional  and  symbolic  ways.  To   achieve   this,   a   new   local   tagline   will   be   introduced   as   the   binding   element   in   all  advertisements   and   other   below-­‐the-­‐line   efforts   like   merchandising,   online   marketing   and  events.   The   entire   integrated   marketing   communications   plan   will   revolve   around   the   theme  “Walang     Kapalit   Ang   Pagmahahal   Ng   Pampers”   –   to   further   enhance   the   emotional   and  symbolic   appeal   of   the   brand.   Being   the   current   market   leader,   the   campaigns   will   basically   be  less   aggressive   but   more   impactful   by   personifying   the   brand   into   a   loving   and   caring   one   –  characteristics  that  the  target  market  (mostly  parents)  clearly  associate  with.  To   maintain   the   functional   appeal   of   the   brand,   most   advertisements   and   support   materials  such  as  press  releases  will  highlight  the  1  vs.  2  proposition  of  Pampers  –  meaning  that  Pampers  gives  more  “value  for  money”  because  a  single  pad  can  last  as  long  as  2  pads  of  a  competitor  brand.  The   creative   combination   of   “Walang   kapalit   ang   pagmamahal   ng   Pampers”   and   the   “1   vs.   2”  proposition,   along   with   the   strengthening   of   distribution   strategies   and   other   below-­‐the-­‐line  efforts,  is  seen  to  encourage  brand  switchers  and  secure  the  loyalty  of  existing  users.               De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  4. 4. MMC  500  De  La  Salle  University  Manila   4   Pampers  –  Integrated  Marketing  Communication  Plan     SITUATIONAL  ANALYSIS    Headlines  • Nappies/diapers  increases  by  6%  in  current  value  terms  in  2009,  reaching  sales  of  PHP11.9   billion.  • Economy  brands  continue  to  proliferate  and  strengthen  their  shares  in  2009.  • Unit  prices  of  nappies/diapers  increase  by  less  than  1%  in  2009.  • Procter  &  Gamble  Philippines  Inc  remains  the  leader  in  nappies/diapers    in  2009,  with  a   value  share  of  more  than  33%.  • Nappies/diapers  is  expected  to  see  a  volume  CAGR  of  almost  6%  over  the  forecast  period.    Competitive  Landscape  • Procter  &  Gamble  Philippines  Inc  remained  the  leader  in  nappies/diapers  with  a  value   share  of  more  than  33%  in  2009.  The  company  was  able  to  maintain  its  position  due  to  the   availability  of  both  mass-­‐priced  and  premium  lines  in  its  Pampers  portfolio.  Pampers   Comfort  was  the  main  sales  driver,  as  its  strong  brand  name  gave  it  an  advantage  over   other  mass-­‐priced  brands.  Investment  in  distribution  to  smaller  retailers  and  the   availability  of  single  packs  also  assisted  Procter  &  Gamble  Philippines  Inc  in  improving  its   sales  despite  the  economic  slowdown.    • In  2009,  the  increase  in  sales  of  economy  brands  was  more  significant  than  its  standard  and   premium  counterparts,  as  parents  tried  to  cope  with  the  recession.  Fiberworld  Inc   experienced  the  biggest  improvement  in  value  sales,  of  12%,  as  it  capitalised  on  its  low   priced  brand  Magic  Color.    • International  brands,  including  Pampers,  Huggies,  EQ,  Drypers  and  Mamy  Poko  held  a  79%   share  of  value  sales  of  nappies/diapers  over  the  review  period.  This  dominance  can  be   associated  with  multinational  companies  having  more  financial  resources  to  invest  in   advertising  campaigns  and  more  premium  shelf  space  in  major  retailers  to  encourage   parents  to  purchase  their  brands.  Nevertheless,  domestic  players  strengthened  their   shares,  as  their  more  affordable  prices  appealed  to  middle  income  and  budget-­‐conscious   consumers.  • Kimberly-­‐Clark  Philippines  Inc  carried  out  the  most  significant  product  launches  in  2009.   The  company  introduced  a  more  affordable  line  of  disposable  pants  called  Huggies  Dry   Pants  to  attract  budget-­‐conscious  potential  users.  Kimberly-­‐Clark  Philippines  Inc  also   unveiled  the  limited  edition  Huggies  Jeans  line  to  boost  volume  sales  and  attract  fashion-­‐ conscious  parents  to  purchase  these  innovative  products.  These  new  products  were  able  to   stimulate  demand  despite  the  economic  slowdown.  • Procter  &  Gamble  Philippines  Inc,  Kimberly-­‐Clark  Philippines  Inc  and  Everbeauty  Corp   continued  to  invest  in  advertising  campaigns  for  Pampers,  Huggies  and  EQ  in  2009.  These   companies  used  television  commercials  to  ensure  a  broader  reach  in  highlighting  the   unique  features  of  their  products.  Celebrity  endorsements  were  also  used  to  persuade   consumers;  Kris  Aquino,  a  famous  talk  show  host,  for  Pampers,  and  Vicky  Morales,  a   popular  newscaster,  for  EQ  Dry.       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  5. 5. MMC  500  De  La  Salle  University  Manila   5   Pampers  –  Integrated  Marketing  Communication  Plan    • Standard  brands  generated  the  bulk  of  sales  of  nappies/diapers  over  the  review  period  due   to  their  proven  efficiency  in  terms  of  absorption,  together  with  competitive  pricing.   Premium  brands  continued  to  exist,  but  their  value  share  remained  small,  as  they  only  cater   to  high  income  consumers.  Economy  brands  continued  to  strengthen  their  positions  as   more  and  more  middle  and  low  income  parents  switched  to  disposables  from  traditional   cloth  nappies/diapers.  • The  contribution  of  private  label  nappies/diapers  remained  small  in  2009,  as  SM  Bonus   was  the  only  visible  brand  in  the  Philippines.  The  wide  availability  of  economy  brands   discouraged  chained  retailers  from  selling  their  own  private  labels,  as  it  was  hard  to  offer   prices  which  were  significantly  lower  than  the  cheapest  economy  brands  in  the  market.    • The  presence  of  eco-­‐friendly  nappies/diapers  continued  to  be  insignificant  due  to  the  lack   of  demand.  The  high  price  commanded  by  these  speciality  products  also  made  them   practically  not  saleable  in  a  market  in  which  demand  is  mostly  dictated  by  price.    Category  Data  Table  1  :  Retail  Sales  of  Nappies/Diapers  by  Subsector:  Value  2004-­‐2009    Ps million 2004 2005 2006 2007 2008 2009Nappies/Diapers 7,734.8 8,345.9 8,951.7 10,028.2 10,987.3 11,645.4- Junior Nappies/Diapers 3,861.4 4,046.8 4,249.1 4,610.3 4,956.1 5,179.1- New Born Nappies/ 976.6 1,054.7 1,133.8 1,224.5 1,334.7 1,417.5 Diapers- Standard Nappies/ 2,896.8 3,244.4 3,568.8 4,193.3 4,696.6 5,048.8 DiapersNappies/Diapers/Pants 7,734.8 8,474.1 9,092.8 10,206.0 11,191.8 11,868.2Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates  Table  2:    Retail  Sales  of  Nappies/Diapers  by  Subsector:  %  Value  Growth  2004-­‐2009    % current value growth 2008/09 2004-09 CAGR 2004/09 TOTALNappies/Diapers 6.0 8.5 50.6- Junior Nappies/Diapers 4.5 6.0 34.1- New Born Nappies/Diapers 6.2 7.7 45.1- Standard Nappies/Diapers 7.5 11.8 74.3Nappies/Diapers/Pants 6.0 8.9 53.4Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates      Table  3:    Nappies/Diapers  Retail  Company  Shares  2005-­‐2009         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  6. 6. MMC  500  De  La  Salle  University  Manila   6   Pampers  –  Integrated  Marketing  Communication  Plan    % retail value rspCompany 2005 2006 2007 2008 2009Procter & Gamble 32.8 33.4 33.4 33.4 33.4 Philippines IncEverbeauty Corp 19.6 19.9 21.4 22.1 22.5Fiberline Industries Inc 13.5 14.0 14.8 15.3 15.9Kimberly-Clark 18.9 18.3 15.0 14.6 14.0 Philippines IncSCA Hygiene Products 4.9 5.3 5.2 5.4 5.4 Phils IncUniCharm (Philippines) 2.3 3.0 3.5 3.6 3.6 CorpFiberworld Inc 1.8 1.8 1.8 1.9 2.0SM Investments Corp 1.5 1.5 1.8 1.8 1.8Philusa Corp 1.9 2.0 1.5 - -Global Sun Inc 1.0 0.7 0.6 0.5 -Associated Hygienic - - - - - Products LLCOthers 1.8 0.1 1.0 1.4 1.4Total 100.0 100.0 100.0 100.0 100.0Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates  Table  4:    Nappies/Diapers  Retail  Brand  Shares  2006-­‐2009    % retail value rspBrand Company 2006 2007 2008 2009Pampers Procter & Gamble 33.4 33.4 33.4 33.4 Philippines IncEQ Everbeauty Corp 18.5 20.0 20.6 21.0Huggies Kimberly-Clark 14.4 15.0 14.6 14.0 Philippines IncCare Fiberline Industries Inc 7.2 7.8 8.1 8.2Happy Fiberline Industries Inc 6.8 7.0 7.2 7.7Drypers SCA Hygiene Products 5.3 5.2 5.4 5.4 Phils IncMamy Poko UniCharm (Philippines) 3.0 3.5 3.6 3.6 CorpMagic Color Fiberworld Inc 1.8 1.8 1.9 2.0SM Bonus SM Investments Corp 1.5 1.8 1.8 1.8Prokids Everbeauty Corp 1.4 1.4 1.5 1.5Kimbies Kimberly-Clark 3.6 - - - Philippines IncBabyflo Philusa Corp 2.0 1.5 - -Hello Angel Global Sun Inc 0.7 0.6 0.5 -Good Nites Kimberly-Clark 0.3 - - - Philippines IncDrypers Associated Hygienic - - - - Products LLCOthers 0.1 1.0 1.4 1.4Total 100.0 100.0 100.0 100.0Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates    Table  5:  Forecast  Retail  Sales  of  Nappies/Diapers/Pants  by  Subsector:  Value  2009-­‐2014         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  7. 7. MMC  500  De  La  Salle  University  Manila   7   Pampers  –  Integrated  Marketing  Communication  Plan    Ps million 2009 2010 2011 2012 2013 2014Disposable Pants 222.9 235.1 247.6 260.2 273.0 285.8Nappies/Diapers 11,645.4 11,941.6 12,319.1 12,786.0 13,324.2 13,941.9- Junior Nappies/Diapers 5,179.1 5,230.9 5,309.4 5,415.5 5,550.9 5,717.5- New Born Nappies/ 1,417.5 1,460.0 1,496.5 1,526.4 1,549.3 1,564.8 Diapers- Standard Nappies/ 5,048.8 5,250.7 5,513.3 5,844.1 6,223.9 6,659.6 DiapersNappies/Diapers/Pants 11,868.2 12,176.8 12,566.7 13,046.3 13,597.2 14,227.7Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates  Table  6:  Forecast  Retail  Sales  of  Nappies/Diapers/Pants  by  Subsector:  %  Value  Growth  2009-­‐2014    % constant value growth 2009-14 CAGR 2009/14 TOTALDisposable Pants 5.1 28.2Nappies/Diapers 3.7 19.7- Junior Nappies/Diapers 2.0 10.4- New Born Nappies/Diapers 2.0 10.4- Standard Nappies/Diapers 5.7 31.9Nappies/Diapers/Pants 3.7 19.9Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates   SWOT  ANALYSIS  STRENGTHS   • Strong  international  brand  name  that  is  directly  associated  to  diapers.     • Diversified  diaper  portfolio  offering  mass-­‐priced  and  premium  lines  targeting  all  socio-­‐ economic  class.   • Strong  national  retail  distribution  channels  offering  single  packs  catering  the  “tingi”   market  of  the  Philippines.     • Very  clear  product  positioning:  “One  vs  Two”  –  One  Pampers  overnight  vs  Two  regular   diapers.   • Diapers  are  made  of  top  quality  absorbent  materials.   • Well-­‐designed  adjustable  bear  hug  types  that  make  sure  it  fits  all  babies.   • Pampers  Comfort  uses  a  Velcro-­‐like  tape  that  sticks  on  the  covers  but  it  does  not  tear  off   the  cover  when  adjusted.    WEAKNESSES   • Product  positioning  not  clear  on  marketing  collaterals   • Higher  priced  than  most  competitors   • Not  enough  presence     • Some  babies  do  not  fit  the  sizes  offered  therefore  causing  leaks.  OPPORTUNITIES   • Smaller  families  mean  equally  cherished  children  and  higher  spending  per  child.   • Working  mothers  mean  more  income  to  spend  and  time  pressures  place  importance  on   convenience.       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  8. 8. MMC  500  De  La  Salle  University  Manila   8   Pampers  –  Integrated  Marketing  Communication  Plan     • Use  of  disposable  nappies/diapers  increases  with  increased  affluence.   • Desire  for  convenience  with  more  working  mothers  and  ability  to  pay.   • Nappies/diapers  still  limited  use  in  developing  and  emerging  markets  –  currently  often   out-­‐of-­‐home  use.   • Single-­‐use  sachets/packs  may  be  needed  to  increase  accessibility  in  developing  and   emerging  markets.   • Advertising  through  social  media  –  especially  for  new  parents.  THREATS   • Smaller  families  mean  fewer  babies  and  so  lower  demand.   • Working  mothers  mean  motherhood  delayed  or  avoided  as  more  choose  career  first.   • Fewer  children  and  so  volume  static/declining.   • Concerns  about  environmental  impact  of  disposable  products  and  changes  in  use  of   landfill.   • Declining  birth  rate  may  lead  to  declining  sales  of  nappies/diapers  in  mature  markets.   • Advertising  regulations     KEY  STRATEGIC  CAMPAIGN  DECISIONS    Objectives   • Increase  market  share  to  38%  by  the  end  of  2011.   • Increase  brand  awareness  through  first  time  trial  usage  by  capturing  70%  of  the  target   market  before  December  2011.   • Develop   a   holistic   marketing   program   that   will   engage   consumers   using   different   marketing  communication  tools  by  the  end  of  4th  quarter.          Target  Audience  The  primary  target  of  Pampers  is  both  current  users  and  non-­‐users  of  disposable  baby  diapers.  In   terms   of   trial   versus   repeat   usage,   the   marketing   communication   plan   will   focus   on  encouraging   trial   to   non-­‐customer   groups   specifically   the   traditional   cloth   diaper   users,   other-­‐brand   loyalists   and   switchers.   Overall,   the   primary   target   of   Pampers   is   parents,   more  specifically  mothers  with  babies  aged  0-­‐3  years  old.    Majority   of   the   target   market   belongs   to   the   socio-­‐economic   class   A,   B,   upper   and   broad   C.   The  affordability   and   practicality   of   using   Pampers   will   appeal   to   middle   income   and   price  conscious   segment   while   perceived   quality   of   the   brand   would   appeal   to   those   consumers  belonging  to  the  high-­‐income  segment.    Strong   demand   for   disposable   diapers   resides   in   urban   areas   where   majority   of   mothers   are  working   and   thus,   has   the   need   for   convenience   especially   in   doing   their   motherly   and  domesticated   responsibilities.   In   order   to   tap   non-­‐users   of   diapers,   the   marketing  communication   plan   will   emphasize   the   functional   benefits   (e.g.   aids   in   prolonging   babies’  sleeping  time)  of  using  Pampers.         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  9. 9. MMC  500  De  La  Salle  University  Manila   9   Pampers  –  Integrated  Marketing  Communication  Plan    Decision  Makers  Grid:    These  are  the  roles  of  the  decision  maker  when  it  comes  to  purchasing  disposable  diapers:   a. Initiator:   Expectant   mothers/parents   and   mothers   who   just   gave   birth   are   the   ones   who   initially   see   the   need   for   baby   care   products.   This   audience   segment   research  and  inquire  about  the  quality  and  cost  of  diaper  brands.     b. Influencer:  Expectant  mothers  and  mothers  who  just  gave  birth  often  seek  advice   about   baby   care   products   from   their   family   doctors,   ob-­‐gynes,   pediatricians,   family  and  friends.    From  these  sources,  the  target  market  builds  brand  attitude   toward  brands  available,  gauging  and  evaluating  positive  and  negative  feedbacks   of  products.     c. Decider  and  Purchaser:  The  mother  is  often  the  decider  of  which  brand  to  buy  for   the   baby.   However,   their   purchase   decision   is   often   affected   by   budget   considerations.     d.  User:  The  babies  are  the  final  user  of  the  product.  Repeat-­‐usage  decisions  by  the   target   market   are   greatly   influence   by   the   product’s   suitability   to   babies   specifically   how   the   product   delivers   its   promise   of   comfort,   quality   and   longer   usage.    Pampers  Diapers  Consumer  Decision  Grid  and  Target  Audience   Role   Consumer   Trade   Initiator   Mothers,   Couple,   friends,   Baby  care  professionals   baby  care  professionals   Influencer   Friends,   Baby   Care   Baby  Care  Professionals   Professionals   Decider   Mothers     Purchaser   Parents     User   Babies        Target  Market  ‘s  Behavioral  Sequence  Model   Consideration   Need  Arousal   Information   Purchase   Usage   at  Each  Stage   Search  and   Evaluation   Decision  roles   Expectant   Friends,   Parents   Babies   involved   mothers/parents,   family,   specifically   Mothers  who  just   doctors,  baby   mothers   gave  birth,   care   Mothers   professionals   Where  stage  is   Home,  Clinics,   Home,  on-­‐line   Supermarket,   Home,   likely  to  occur   Internet,  word-­‐ community,   grocery  store,   outdoor   of-­‐mouth   clinics  and   convenience   hospitals   store,       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  10. 10. MMC  500  De  La  Salle  University  Manila   10   Pampers  –  Integrated  Marketing  Communication  Plan     pharmacy,   department   store   Timing  of  Stage   A  few  months   From   After   Anytime  but   before  and  after   immediately   evaluation   more  often   giving  birth   after  need   during   arousal   bedtime  and   during   outdoor   activities   How  it  is  likely   See  or  hear  about   Seek  info  from   Visit   Wearing   to  occur   a  product   others,  look  up   Supermarket,   diaper  on  a   category  or   info,  ask   grocery,   regular  basis   brand   doctor,  visit   pharmacy  etc   until  babies   supermarket   are  toilet   trained    Brand  Position  One  VS  Two  is  the  current  brand  position  of  Pampers.  It  connotes  as  the  most  practical  diaper  brand  to  purchase  giving  the  consumers  greater  value  for  their  money  by  emphasizing  the  functional  benefit  of  Pampers  specifically  its  longer  absorption  capacity  as  usage  of  one  Pampers  is  equivalent  to  two  ordinary  diapers.  Also,  the  campaign  will  capitalize  on  Pampers  being  the  top-­‐of-­‐the-­‐mind  among  other  brands  perceived  as  the  pioneer,  tested  and  trusted  diaper  brand.    Communication  Strategy  Pampers   is   presently   the   top   diaper   brand   in   terms   of   market   share.   However,   consumers  perceived  the  brand  as  standard  in  terms  of  quality  but  costly  in  terms  of  price.  This  perception  hampers  non-­‐customers,  especially  those  belonging  to  middle  and  low-­‐income  brackets,  to  try  and   switch   to   Pampers.   The   brand   needs   to   counter   consumers’   unfavorable   perception   by  highlighting   Pampers’   functional   positioning   specifically   the   product’s   ability   to   exceed  absorption  quality  of  competing  brands.    Given  the  nature  of  consumers’  perception  of  Pampers,  enhancing  a  favorable  brand  image  will  be   the   primary   communication   objectives.   The   result   expected   after   the   implementation   of   the  marketing   communication   plan   is   for   consumers   to   perceive   the   brand   as   “value-­‐for-­‐money”  and  of  greater  quality  compared  to  competitors  that  will  lead  to  trial  and  continued  usage.  The   overall   task   confronting   the   marketing   communication   plan   is   to   break   through  competitive  clutter  of  competing  brands  by  overcoming  the  key  barrier  which  is  the  consumers’  perception  that  all  diaper  brands  performs  pretty  much  the  same  and  lower  priced  diapers  are  more  practical  to  purchase  than  branded  diapers  like  Pampers.  Below  is  the  summary  task  grid  for  the  IMC  campaign  for  Pampers.           De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  11. 11. MMC  500  De  La  Salle  University  Manila   11   Pampers  –  Integrated  Marketing  Communication  Plan    Summary  Task  Grid  Decision  Stage   Communication   Target   Where  and   IMC  Options   Task   Audience   When  Need  Arousal   Tentative  positive   Expectant   In  home   Television  and   attitude  for   mothers,     print  ad   Pampers  (brand   Mothers  who   Retail  Outlets     attitude)   just  gave  birth,   P-­‐o-­‐P   Mothers   advertising    Information   Provide  enough   Expectant   In  home   Television  ad,  Search  and   information  to   mothers,     print  ad,  online  Evaluation   convince  target   Mothers  who   Retail  outlets   initiatives   market  (brand   just  gave  birth,     attitude)   Mothers   Maternity     Hospitals  brand   Gain  positive   activation   intention  to  try   activities   brand  (brand   purchase   intention)  Purchase   Act  on  positive   Expectant   In  home   Advertising   brand  intention   mothers,       (brand  attitude   Mothers  who   Retail  outlets   P-­‐o-­‐P   and  brand   just  gave  birth,   Sampling   purchase   Mothers   intention)  Usage   Reinforce   Expectant   In  home   Advertising   decision  and   mothers,       brand  usage   Mothers  who   Outdoors   Events   (brand  attitude   just  gave  birth,   Selective   and  brand   Mothers   Promotion   purchase     intention)    The   IMC   campaign   will   focus   in   achieving   brand   attitude   and   brand   purchase   intention  objectives.   The   IMC   campaign   will   first   stimulate   recognition   by   providing   a   strong   visual  package   association   with   the   brand.   Through   television   and   print   advertising   with   trade   and  point-­‐of-­‐purchase  advertising,  the  IMC  campaign  aims  to  strengthen  brand  recognition.  During  the  information  search  and  evaluation  stage,  the  IMC  campaign  will  focus  on  providing  enough   information   about   Pampers   in   order   to   convince   its   target   market   that   Pampers   is  indeed   worth   trying,   to   instill   a   positive   brand   attitude   and   stir   purchase   intentions.   These  objectives  will  be  achieved  through  print  and  TV  advertisements,  promoting  the  brand  through  promotions   on   mothers’   on-­‐line   communities   and   blogs.   Also,   through   promotions   and  sponsorships  on  baby-­‐care  seminars  conducted  during  brand  activation  activities  in  hospitals,  clinics  and/or  health  centers.       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  12. 12. MMC  500  De  La  Salle  University  Manila   12   Pampers  –  Integrated  Marketing  Communication  Plan    Purchase   decision   occurs   in   supermarkets   and   retail   outlets   like   pharmacy   or   community   sari-­‐sari   stores.   Using   point-­‐of-­‐purchase   displays   and   other   merchandising   at   retail   will   trigger  brand  recognition  and  remind  the  target  market  of  intentions  to  try  the  brand.  The   IMC   campaign   will   also   focus   in   achieving   brand   usage   and   brand   loyalty   through  advertising   that   will   constantly   remind   consumers   of   their   conviction   and   wiser   choice   of  purchasing  Pampers,  a  brand  that  offers  an  advantage  over  competitors.    Campaign  Strategy  In  order  to  communicate  the  brand  position,  Pampers  will  invest  in  an  integrated  marketing  communication  campaign  and  will  take  advantage  of  the  following  marketing  communication  tools:   • Advertising  –  TV,  Radio  and  Print   • Sales  Promotion   • Personal  Selling   • Events  Marketing   • Digital  Marketing   • Direct  Marketing   • Public  Relations     MEDIA  STRATEGY    Media  Objectives   • Develop  a  national  TV  Ad  campaign  that  will  target  100%  TV  viewership  by  end  of  2011.   • Produce  a  localized  radio  and  print  ads  targeting  rural  areas  from  different  regions.     • Create  programs  that  will  use  out-­‐of-­‐home  and  digital  platforms.      Media  Habits     All   Moms  25  -­‐  40   Media  Exposure   People   ABCD   Population  (000)   7613           %   %   Affinity   TRADITIONAL   Tv  viewership   100   100   100   Cable  viewership   35   39   110   Radio  Listenership   82   85   103   Broadsheet  read  yesterday   6   5   86   Tabloid  read  Yesterday   10   8   80   Monthly  magazine  Read  in  Past  Month   5   7   128       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  13. 13. MMC  500  De  La  Salle  University  Manila   13   Pampers  –  Integrated  Marketing  Communication  Plan     DIGITAL   Mobile  phone  used   64   75   117   Internet  at  least  once  a  month  Home   9   10   117   Internet  at  least  once  a  month   elsewhere   11   14   124   OOH   Cinema  at  least  once  a  month   3   3   95   Shopping  at  least  once  a  month   76   82   108   Supermarkets  at  least  once  month   84   90   106   MRT  at  least  once  a  week   4   4   95   LRT  at  least  once  a  week   3   4   112   Fastfood  at  least  once  a  week   81   83   103   Coffee  shop  at  least  once  a  week   2   2   130  Source:  Media  Index,  Neilsen    Media  Buying  Tactics    TV   • Thematic  TVCs  15s   Main  medium  of  awareness  to  build  "no  palitan  overnight"  key  message     • Interstitials   30-­‐sec  station  produced  material  on  ways  to  nurture  babies  incorporating  the  message   of  the  TVC  material       • Segment  Buys   (5-­‐min)  Creative  buy  in  morning  shows  that  will  talk  about  ways  to  bond  with  babies   and  proper  ways  to  nurture  them     • Push  plugs     5-­‐seconder,  attached  to  TVC  15s     • OBB  and  CBB  for  all  sponsored  programs     • TV  Guestings   Guesting  on  morning  shows  and  mom-­‐oriented  programs               De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  14. 14. MMC  500  De  La  Salle  University  Manila   14   Pampers  –  Integrated  Marketing  Communication  Plan    Radio   • Radio  Commercials  Spot  Buys   • “Di  papalitpalit  sa  Pampers”  tongue  twister  contest   • Radio  Guesting   • Maximize  AOBs   AOBs  could  be  used  to  promote  tongue  twister  contest  and  events   • Segment  Buys   • Radio  Tour/  Discussion   • Time  checks  and  reminders  Print   • Broadsheet   o Half  page   o ¼  page  ad   o Floating  ad     • Magazine     o Full  page  ads  and  1/3  page  vertical  ad   o Product  feature   o Editorial   First  aid  for  babies   1/3  Page   Full   (vertical)   pag e                             De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  15. 15. MMC  500  De  La  Salle  University  Manila   15   Pampers  –  Integrated  Marketing  Communication  Plan    OOH   • Billboards                 De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  16. 16. MMC  500  De  La  Salle  University  Manila   16   Pampers  –  Integrated  Marketing  Communication  Plan                                               De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  17. 17. MMC  500  De  La  Salle  University  Manila   17   Pampers  –  Integrated  Marketing  Communication  Plan         • Shed  Ads   Area:   o EDSA  after  Jollibee  Kamias   o Libis  across  Mercury               De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  18. 18. MMC  500  De  La  Salle  University  Manila   18   Pampers  –  Integrated  Marketing  Communication  Plan     • Bathroom  Ads   Area:  Market  Market,  Taguig  City       • LRT  1  Cube  Ads                              Female  Section                                         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  19. 19. MMC  500  De  La  Salle  University  Manila   19   Pampers  –  Integrated  Marketing  Communication  Plan    Schedule     SCHEDULE  OF  ADVERTISEMENTS   Duration  /   Station  /   Program  /  Size  of  Print   Total  Spots  /   Published   Day/Timeslot   Publication  /   Ad   No.  of  Ads   Date   Location       TV   30  weeks   Show  Time   Mon-­‐Fri  10:30  -­‐  11:30  AM   750   ABS-­‐CBN   25  weeks   Umagang  Kay  Ganda   Mon-­‐Fri  5:30  -­‐  8:00  AM   625   ABS-­‐CBN   8  weeks   Salamat  Dok   Saturday  6:00-­‐7:00  AM   200   ABS-­‐CBN       Mon-­‐Fri  11:00  AM  -­‐  12:00   12  weeks   Love  ni  Mister  Love  ni  Misis   300   GMA   PM   25  weeks   Unang  Hirit   Mon-­‐Fri  5:30  -­‐  8:30  AM   625   GMA   25  weeks   24  Oras   Mon-­‐Fri  6:30  -­‐  7:30  PM   625   GMA       8  weeks   Moms   Mon-­‐Fri  5:00  -­‐  6:00  PM   200   QTV   RADIO       The  Wake  Up  Show   6:00  -­‐  10:00  AM   400   Mellow  94.7   The  Afternoon  Cruise   2:00    -­‐  4:00  PM   200   Mellow  94.7   40  weeks   C  &  C  Music  Factory   4:00  -­‐  8:00  PM   200   Mellow  94.7   Run  of  Station   Mon-­‐Fri  /  Sun  Whole    Day   600   Mellow  94.7       Morning  Smooth  Brews   Mon-­‐Fri  6:00  -­‐  10:00  AM   400   92.3  Xfm   40  weeks   Smooth  Jazz  Cruise   Mon-­‐Fri  2:00  -­‐  7:00  PM   400   92.3  Xfm   Run  of  Station   Mon-­‐Fri  /  Sun  Whole    Day   400   92.3  Xfm       BROADSHEET  (for  Jan)   Jan.  1,  2011   One  fourth  ad   Saturday   1   Philippine  Star   Jan.  2,  2011   Floating  ad   Sunday   1   Philippine  Star   Jan.  3,  2011   Floating  ad   Monday   1   Philippine  Star   Jan.  5,  2011   Floating  ad   Wednesday   1   Philippine  Star   Jan.  7,  2011   One  fourth  ad   Friday   1   Philippine  Star   Jan.  8,  2011   One  fourth  ad   Saturday   1   Philippine  Star   Jan.  9,  2011   One  fourth  ad   Sunday   1   Philippine  Star   Jan.  12,  2011   Floating  ad   Wednesday   1   Philippine  Star   Jan.  15,  2011   One  fourth  ad   Saturday   1   Philippine  Star   Jan.  16,  2011   One  fourth  ad   Sunday   1   Philippine  Star       Philippine  Daily   Jan.  1,  2011   Half  page  ad   Saturday   1   Inquirer       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  20. 20. MMC  500  De  La  Salle  University  Manila   20   Pampers  –  Integrated  Marketing  Communication  Plan     Philippine  Daily   Jan.  2,  2011   One  fourth  ad   Sunday   1   Inquirer   Philippine  Daily   Jan.  17,  2011   Floating  ad   Monday   1   Inquirer   Philippine  Daily   Jan.  22,  2011   Floating  ad   Saturday   1   Inquirer   Philippine  Daily   Jan.  23,  2011   One  fourth  ad   Sunday   1   Inquirer   MAGAZINE   Good   January  2011   Full  page  ad       1   Housekeeping   Good   March  2011   Full  page  ad       1   Housekeeping   Good   April  2011   Full  page  ad       1   Housekeeping   Good   May2011   1/3  page  vertical       1   Housekeeping   Good   June  2011   1/3  page  vertical       1   Housekeeping   Good   August  2011   1/3  page  vertical     1   Housekeeping   November   Good   Full  page  ad       1   2011   Housekeeping   Good   December  2011   Full  page  ad       1   Housekeeping       January  2011   Full  page  ad       1   Smart  Parenting   March  2011   Full  page  ad       1   Smart  Parenting   May  2011   Full  page  ad       1   Smart  Parenting   June  2011   Full  page  ad       1   Smart  Parenting   October  2011   Full  page  ad       1   Smart  Parenting     December  2011   Full  page  ad     1   Smart  Parenting       BILLBOARD   EDSA  P.  Tuazon   150  days   Regular  billboard       1   Blvd.,  Quezon  City   EDSA  cor.  Libertad   150  days   Regular  billboard       1   St.,  Mandaluyong   North  Luzon   270  days   Regular  billboard       1   Expressway  (North   bound)   Cebu  City  Arch.   120  days   Regular  billboard       1   Reyes  St.  Cor.   Gorordo   180  days   LED  Board  (250  spots/day)       45,000.00   EDSA  Guadalupe   SHED  AD   EDSA  after  Jollibee   30  days     Shed  Ad       1   Kamias   Libis  across   30  days   Shed  Ad       1   Mercury       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      

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