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Huggies Pull Ups Presentation


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Huggies Pull Ups Presentation

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