Pampers marketing analytics by brands academy

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Pampers Marketng Analytics
Introduction (Industry)
Introduction (Industry)
Introduction (P&G)
Famous P&G Products in Pakistan
Introduction (Pampers)
INDUSTRY ANALYSIS
Forecasted Sales (Volume)
Forecasted Volume Sales Analysis
INDUSTRY ANALYSIS:
Forecasted Value Sales
Forecasted Value Sales Analysis
CUSTOMER PERSPECTIVE METRICS UNIT MARKET SHARE:
CUSTOMER PERSPECTIVE METRICS UNIT MARKET SHARE
REVENUE MARKET SHARE
RELATIVE MARKET SHARE
PENETRATION
SHARE OF REQUIREMENTS AND HEAVY USAGE INDEX
MARKETING ACTIVITIES PERSPECTIVE METRICS: GROWTH : CAGR AND YEAR-ON-YEAR GROWTH
 BDI AND CDI
PRICE PREMIUM
METRICS FOR SALES FORCE AND DISTRIBUTION / CHANNEL MANAGEMENT SALES FORCE COVERAGE
NUMERIC , WEIGHTED AND SHARE IN HANDLERS DISTRIBUTION :
NUMERIC , WEIGHTED AND SHARE IN HANDLERS
BRAND ATTRIBUTE PERFORMANE :
Advertisements on Different Medias
Awareness of the Brand
RETENTION RATE!!!
Sales Force Effectiveness Measure Metrics
Sales Force Effectiveness Measure Metrics
Sales Pipeline
Sales Pipeline
Customer Satisfaction

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Pampers marketing analytics by brands academy

  1. 1. Pampers Marketng Analytics
  2. 2. Introduction (Industry) • Due to ongoing urbanization the consumer has become more aware of nappies and diapers and this awareness has been boosted by strong advertising and widening distribution. • More people are switching from cloth alternatives to nappies and diapers because of the belief that these products offer greater hygiene and comfort for their babies and greater convenience for themselves. • Pakistan’s Continued population growth with the number of babies and toddlers remaining high as well as the increase in literacy rate offers a large potential consumer base for diapers with sales growth likely to remain strong which has been reflected in the average industry growth of 14% per annum. 4
  3. 3. Introduction (Industry) • As far as industry competition is concerned, pampers is the market leader although rivalry has increased and price wars are taking place. • Z&J and Pan Industry the main competitors of pampers have been playing on price thus capturing pampers market share. • Pampers has not actively engaged in these price wars as yet but instead has launched new features and packaging although pampers prices do show minor fluctuations from time to time. 5
  4. 4. Introduction (P&G) • Procter & Gamble Pakistan, headquartered in Karachi, commenced operations in Pakistan in 1991 • Their goal was to become the finest global consumer goods company operating locally in Pakistan. • P&G has always believed in the potential Pakistan has as a country. Since its inception in Pakistan P&G has invested significantly in Pakistan 6
  5. 5. Famous P&G Products in Pakistan 7
  6. 6. Introduction (Pampers) • In August 2000, Procter & Gamble launched Pampers in Pakistan. • Procter & Gamble dominated sales of nappies and diapers by value share of 62.8% and a volume share of 58.4% with its Pampers brand in 2010. • Many consumers use the word Pampers to refer to any brand of diapers which is inevitably boosting sales of the brand in outlets. • P&G faces competition from Z&J and PAN industry which produces disposable diapers. 8
  7. 7. INDUSTRY ANALYSIS VOLUME (In Million units) Market Segment 2007 2008 Growth % 2009 Growth % 2010 Growth % Diapers 72.7% 71.4% 226 285 26.1 270 -5.2 250 -7.4 226 285 26.1 270 -5.2 250 -7.4 76 96 26.3 68 -29.2 83 22.05 BABY MASTER 45 57 26.7 39 -31.6 49 25.64 HAPI NAPI 29 36 24.1 26 -27.8 31 19.2 BABY CARE 2 3 50 3 0 3 0 PAN INDUSTRY 23 29 26.1 6 -79.3 11 83.3 23 29 26.1 6 -79.3 11 83.3 311 399 28.3 412 3.3 428 3.74 PROCTER&GAMBLE PAMPERS ZJ DIAPY Total Market 65.6% 58.4% Based on P&G's official factsheets and interview findings* *(Assumptions are made on the basis of factsheet) 9
  8. 8. Forecasted Sales (Volume) FORECASTED SALES - VOLUME (In Million units) Market Segment 2011 2012 Growth % 2013 Growth % 2014 Growth % Diapers 61.2% 64.5% 299 359 20 410 14.2 460 12.2 299 359 20 410 14.2 460 12.2 100 115 15 137 19.1 154 12.4 BABY MASTER 59 68 15.25 81 19.11 90 11.11 HAPI NAPI 37 43 16.21 52 20.9 59 13.46 BABY CARE 4 4 0 4 0 5 25 PAN INDUSTRY 30 36 20 41 13.9 46 12.19 30 36 20 41 13.9 46 12.19 488 556 13.93 634 14.02 723 14.03 PROCTER&GAMBLE PAMPERS ZJ DIAPY Total Market 64.6% 63.6% *Pamper's 2011 & 2012 forecasts were taken from official source and 2013 & 2014 forecasts are calculated on the basis of previous years growth *(Assumptions are made on the basis of factsheets) 10
  9. 9. Forecasted Volume Sales Analysis • Overall industry is growing and the reason for this is that number of children along with the awareness to use diapers is increasing in people. • P&G is coming up with new SKU’s and also decreasing their prices, in order to win price sensitive customers or butterflies. • Butterflies made a 20% share, which is very valuable to Pampers because these are those people who want to buy good quality of Pampers but just don’t find enough value to spend so much. 11
  10. 10. INDUSTRY ANALYSIS: VALUE (In Million PKR) Market Segment 2007 2008 Growth % 2009 Growth % 2010 Growth % Diapers 73.9% 74.1% 2730 3430 25.6 3500 2.1 3270 -6.57 2730 3430 25.6 3500 2.1 3270 -6.57 782 982 25.6 999 1.8 937 -6.2 BABY MASTER 482 607 26 618 1.8 578 -6.4 HAPI NAPI 277 347 25.3 353 1.7 328 -7.1 BABY CARE 23 28 21.7 28 0 31 10.7 PAN INDUSTRY 252 315 25 320 1.6 297 -7.1 252 315 25 320 1.6 297 -7.1 3695 4629 25.3 5043 8.9 5207 3.25 PROCTER&GAMBLE PAMPERS ZJ DIAPY Total Market 69.4% 62.8% Based on P&G's official factsheets and interview findings* *(Assumptions are made on the basis of factsheet) 12
  11. 11. Forecasted Value Sales FORECASTED - VALUE (In Million PKR) Market Segment 2011 2012 Growth % 2013 Growth % 2014 Growth % Diapers 65.4% 69.8% 3832 4603 20 5258 14.23 5900 12.2 3832 4603 20 5258 14.23 5900 12.2 980 1080 10.2 1265 17.1 1430 13.04 BABY MASTER 601 663 10.3 784 18.25 885 12.88 HAPI NAPI 348 373 7.1 439 17.69 498 13.43 BABY CARE 31 44 41.9 42 -4.54 47 11.9 PAN INDUSTRY 351 422 20.2 482 14.21 534 10.78 351 422 20.2 482 14.21 534 10.78 5858 6590 12.49 7414 12.5 8341 12.5 PROCTER&GAMBLE PAMPERS ZJ DIAPY Total Market 70.9% 70.7% *Pamper's 2011 & 2012 forecasts were taken from official source and 2013 & 2014 forecasts are calculated on the basis of previous years growth *(Assumptions are made on the basis of factsheets) 13
  12. 12. Forecasted Value Sales Analysis • The base for the basic customers is increasing continuously. • Pampers is catering to price sensitive segment, by all these measures the value of pampers share is continuously increasing. • Basic customers are those customers who are not price sensitive and wait for new innovative products of pampers. • The other big reason for increasing value of overall market is that overall the industry is growing, more babies are being born every day and more and more people are getting aware of the need to use disposable diapers instead of towel napkins. 14
  13. 13. 2007 2008 Growth % 2009 Growth % 2010 72.67 71.43 -0.17% 65.53 -8.30% 58.41 (%) 226 285 0.26% 270 -5.26% 250 (In Million Units) 311 399 0.29% 412 3.25% 428 (In Million Units) Unit Market Share (%) = Unit Sales (#) = Total Industry Unit Sales (#) = *(Estimations are based on official fact sheet and AC Nielsen’s Retail Audit data) 15
  14. 14. CUSTOMER PERSPECTIVE METRICS UNIT MARKET SHARE 1. Pampers increased the price of its products in 2009, while other brands didn’t follow this trend. So price sensitive section left pampers. 2. ZJ introduced its brand named happi nappy and baby care which took away the unit sales from pampers. 3. These two brands of ZJ were playing on price so the price sensitive segment left pampers 16
  15. 15. REVENUE MARKET SHARE 2007 2008 Growth % 2009 Growth % 2010 73.88 74.10 0.003% 69.40 -6.34% 62.80 (%) Sales Revenue (#) = 2730 3430 25.64% 3500 2.04% 3270 (In Million PKR) Total Sales Revenue (#) = 3695 4629 25.30% 5043 8.94% 5207 (In Million PKR) Revenue Market Share (%) = *(Estimations are based on official fact sheet and AC Nielsen’s Retail Audit data) 17
  16. 16. 2009 2010 Volume 3.97% 3.01% Value 3.50% 3.48% • The biggest competitor of pampers is ZJ. •In terms of volumes then relatively pampers has lost a lot of volumes to ZJ but in terms of value, pampers has just lost .02% to its competitor. • Pamper has maintained its position as a market leader. *(Estimations are based on official fact sheet and AC Nielsen’s Retail Audit data) 18
  17. 17. Market and Brand Penetration(%) Market penetration 15 Brand penetration 8.74 Penetration share 58.31 • Market penetration is 15% while in this market brand penetration of pampers is 8.47%. So penetration share of pampers is 58.31% which is very good showing that pampers is dominating the market of diapers. • As market penetration is greater than brand penetration so we can suggest for pampers that they should increase sales by acquiring existing category customers from their customers *(Estimations are based on official fact sheet and AC Nielsen’s Retail Audit data and population data was collected from www.statpak.gov.pk) 19
  18. 18. SHARE OF REQUIREMENT(%) Unit Share of Requirement 2009 97.43% 2010 96.60% Heavy Usage Index(Unit)= 1.15 1.04 Revenue Share of Requirement 97.84% 97.12% Heavy Usage Index(Revenue)= 1.22 1.11 • As heavy usage index (unit) is greater than 1 it means that average users are buying more of pampers brand then average user buying other brands in diapers category. •96.60% people in units will be buying pampers…mean that out of 100, 96.60% of people are going for pamper brand. This shows that pamper brand is doing very well in the diaper industry. *(Estimations are based on interview findings) 20
  19. 19. CAGR(2007-10) = 2.56% 2008 Year-on-Year Growth 2009 2010 26.10% -5.20% -7.40% • Year-on-year growth is decreasing while CAGR is positive because the shares are decreasing in volumes but increasing in values, as P&G are selling their products in higher prices. *(Estimations are based on official fact sheet and AC Nielsen’s Retail Audit data) 21
  20. 20. 2009 BDI (Karachi) BDI (Multan) CDI (Karachi) CDI (Multan) 2010 1.29 1.66 2.61 3.68 2.12 2.43 2.37 2.97 • Talking about Multan, we can clearly see that CDI < BDI…… 2.97<3.68. It means that at Multan category is not that developed but brand is doing very well. •Talking about Karachi, at Karachi BDI<CDI……1.66<2.43. The reason for this is that Karachi is a metropolitan city and here the category of diapers is extremely developed. *(Sales data was extracted from official fact sheet and the population data was collected from http://www.statpak.gov.pk & http://www.census.gov.pk) 22
  21. 21. 2009 Price Premium (%) 2010 106 106.8 • The figures are clearly showing that pampers is playing on value. • Pampers is charging a price premium and as the figures showing that in 2010 it has further increased its premium price. • This also lead to its decrease in volume share. *(Calculations are based on official fact sheet and AC Nielsen’s Retail Audit data) 23
  22. 22. Workload (#) = 450000 Calls/Month Supporting data: Active accounts= 78000 2 calls/month Prospects= 162000 6 calls Time= Calls • Each month, Pampers sales team has to make 450,000 calls to cover their sales targets . •450,000 calls shows that Pampers sales team are putting in extra efforts in order to extend their active customer counts *(Based on interview findings) 24
  23. 23. Pampers 27 NUMERICAL DISTRIBUTION (%) Baby Master Hapi Napi 7 6 Pampers 90 WEIGHTED DISTRIBUTION (%) Baby Master Hapi Napi 41 35 Pampers Baby Master 66 29 Pampers Baby Master 70.2 27.5 VOLUME SHARE IN HANDLERS (%) Baby Hapi Napi Care 21.1 7.3 VALUE SHARE IN HANDLERS (%) Baby Hapi Napi Care 18 6.1 Baby Care 1 Baby Care 8 Diapy 4 Diapy 30 Diapy 19.7 Diapy 19 *(Based on fact sheet and AC Nielsen Retail Audit data) 25
  24. 24. • As we can clearly see from the above numeric distribution percentages that, Pampers is successful with a percentage share of 27% in capturing larger amount of stores . • In weighted distribution P&G has 90% of the stores that generates higher volume sales while its biggest rival Baby Master has just 41% of key stores. • This shows that Pampers is doing well in the overall category and its distribution is stronger than the rest. • Pampers has the highest category sales volume share in stores of 66% which generates a value share of 70.2%. • Pampers still sells more than half percent of the rest even though it is charging higher prices than others. • It is because consumers in diapers industry are more concerned about the quality of the product rather than its price. 26
  25. 25. 3.33% -4.87% 27
  26. 26. Advertisements on Different Medias television 68% others 8% radio 12.3% magazines 6.7% newspaper 5% *(This pie chart is based on the information we got on the basis of our interview)
  27. 27. Awareness of the Brand *(Based on questionnaire survey)
  28. 28. RETENTION RATE!!! *(Based on questionnaire survey)
  29. 29. •These are 4 indicators to measure performance of sales people at pampers section. *(Based on interview findings) 31
  30. 30. • Technical skills include that what is the know how of that sales rep when handling equipments like palm pilots and computers. •Efficiency includes that what time it takes to change a lead into a customer and how well he is handling its current accounts. • Leadership tells that as compared to other sales rep how he is performing in his region. • Overall performance includes other factors like that how well he is at handling objections, queries of customers. 32
  31. 31. *(Based on interview findings) 33
  32. 32. • Components of sales pipeline are for pampers sales rep. 1. 2. 3. 4. 5. Qualification Analysis Proposal Negotiation Close • Difference of color shows that what are the chances that the lead at qualification area will go into analysis phase and then to proposal and finally to closing. 34
  33. 33. Very dissatisfied Somewhat dissatisfied 0% 1% Score responses (100 women) Neither satisfied nor dissatisfied 7% Somewhat satisfied Very satisfied 53% 40% • A sample of 100 women. • According to the responses major portion of the respondents are satisfied with the performance of the pampers. • Reason … PRICE… *(Based on questionnaire survey) 35
  34. 34. 36
  35. 35. 1. Pampers should do a brand extension and start catering to the price sensitive segment. Let Pampers sensitive play on value and Pampers basic play on price. If pampers launch a new sub-brand which is low priced then people will leave Happi Nappi or Baby Master and will come to Pampers. 2. Pamper should now start to do category development because still many women are not aware of the fact that diapers are important for the health of the baby. 3. Our group visited different retail outlets and to our amusement, every outlet had different price of the same SKU of Pamper packs. The company should visit outlets and see what the pricing is and should get into the bottom of this problem. If sales reps are involved then steps should be taken to end such practice. 4. Pamper as a company is very confused in deciding what quantity to sell per pack., because P&G has been continuously making changes per pack; for instance , in their small pack they have been varying the total number of packs from 9 to 11. This is creating confusion in the minds of customers. So Pamper have to be clear that how they are planning to fight the price war with its premium brand. Be consistent!!!! 37
  36. 36. 5. The major problem pampers is facing is the problem of BRAND DILUTON. Pamper has become more of a category rather than an individual brand and when a brand becomes a category, it dies. So P&G should promote Pampers as a brand and should take steps that shows that industry is diapers but brand is Pampers. *In TVC or radio they can use tag lines like “Pamper hi best diaper hai”. They should carefully look into this matter. 38
  37. 37. Thank You!

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