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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	
  
	
                                                          	
  
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	
  
	
                                                                                                                                             	
  
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	
  
	
                                                                                                          	
  
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	
  
	
                                                                                                          	
  
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       2009

Nappies/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
   Diapers
Nappies/Diapers/Pants                         7,734.8           8,474.1            9,092.8           10,206.0            11,191.8   11,868.2
Source:          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 TOTAL

Nappies/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               74.3
Nappies/Diapers/Pants                                                                 6.0                          8.9               53.4
Source:          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	
  
	
                                                                                                         	
  
MMC	
  500	
  De	
  La	
  Salle	
  University	
  Manila	
   6	
  
                                                                 Pampers	
  –	
  Integrated	
  Marketing	
  Communication	
  Plan	
  
	
  
% retail value rsp
Company                                                         2005                2006                2007         2008        2009

Procter & Gamble                                                 32.8                33.4                  33.4       33.4       33.4
   Philippines Inc
Everbeauty Corp                                                  19.6                19.9                  21.4       22.1       22.5
Fiberline Industries Inc                                         13.5                14.0                  14.8       15.3       15.9
Kimberly-Clark                                                   18.9                18.3                  15.0       14.6       14.0
   Philippines Inc
SCA Hygiene Products                                               4.9                 5.3                     5.2     5.4         5.4
   Phils Inc
UniCharm (Philippines)                                             2.3                 3.0                     3.5     3.6         3.6
   Corp
Fiberworld Inc                                                     1.8                 1.8                     1.8     1.9         2.0
SM Investments Corp                                                1.5                 1.5                     1.8     1.8         1.8
Philusa Corp                                                       1.9                 2.0                     1.5       -           -
Global Sun Inc                                                     1.0                 0.7                     0.6     0.5           -
Associated Hygienic                                                  -                   -                       -       -           -
   Products LLC
Others                                                            1.8                0.1                  1.0          1.4        1.4
Total                                                           100.0              100.0                100.0        100.0      100.0
Source:        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 rsp
Brand                               Company                                         2006                2007         2008        2009

Pampers                             Procter & Gamble                                 33.4                  33.4       33.4       33.4
                                    Philippines Inc
EQ                                  Everbeauty Corp                                  18.5                  20.0       20.6       21.0
Huggies                             Kimberly-Clark                                   14.4                  15.0       14.6       14.0
                                    Philippines Inc
Care                                Fiberline Industries Inc                           7.2                     7.8     8.1         8.2
Happy                               Fiberline Industries Inc                           6.8                     7.0     7.2         7.7
Drypers                             SCA Hygiene Products                               5.3                     5.2     5.4         5.4
                                    Phils Inc
Mamy Poko                           UniCharm (Philippines)                             3.0                     3.5     3.6         3.6
                                    Corp
Magic Color                         Fiberworld Inc                                     1.8                     1.8     1.9         2.0
SM Bonus                            SM Investments Corp                                1.5                     1.8     1.8         1.8
Prokids                             Everbeauty Corp                                    1.4                     1.4     1.5         1.5
Kimbies                             Kimberly-Clark                                     3.6                       -       -           -
                                    Philippines Inc
Babyflo                             Philusa Corp                                       2.0                     1.5       -            -
Hello Angel                         Global Sun Inc                                     0.7                     0.6     0.5            -
Good Nites                          Kimberly-Clark                                     0.3                       -       -            -
                                    Philippines Inc
Drypers                             Associated Hygienic                                   -                      -       -            -
                                    Products LLC
Others                                                                               0.1                  1.0          1.4        1.4
Total                                                                              100.0                100.0        100.0      100.0
Source:        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	
  
	
                                                                                                      	
  
MMC	
  500	
  De	
  La	
  Salle	
  University	
  Manila	
   7	
  
                                                                     Pampers	
  –	
  Integrated	
  Marketing	
  Communication	
  Plan	
  
	
  
Ps million
                                                  2009              2010                2011                2012       2013             2014

Disposable Pants                                222.9             235.1               247.6               260.2       273.0           285.8
Nappies/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
   Diapers
Nappies/Diapers/Pants                        11,868.2          12,176.8            12,566.7            13,046.3    13,597.2        14,227.7
Source:         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 TOTAL

Disposable Pants                                                                                 5.1                                   28.2
Nappies/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                                   31.9
Nappies/Diapers/Pants                                                                            3.7                                   19.9
Source:         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	
  
	
                                                                                                          	
  
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	
  
	
                                                                                                             	
  
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	
  
	
                                                                                                        	
  
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	
  
	
                                                                                                             	
  
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	
  
	
                                                                                                           	
  
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	
  
	
                                                                                                       	
  
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	
  
	
                                                                                                        	
  
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	
  




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                                                                                               e	
  

                                  	
                                  	
  	
  
	
  
	
  
	
  

	
  
	
  

	
  
	
  

	
  


	
                                                                                                        	
  
                                                    De	
  Jesus,	
  Fidel,	
  Sta.	
  Cruz,	
  Tan	
  
	
                                                                                                        	
  
MMC	
  500	
  De	
  La	
  Salle	
  University	
  Manila	
   15	
  
                                          Pampers	
  –	
  Integrated	
  Marketing	
  Communication	
  Plan	
  
	
  
OOH	
  

       •   Billboards	
  

                                                    	
  




                                                                                                                	
  
                                                    	
  




                                                                                                                          	
  
           	
  



	
                                                                               	
  
                            De	
  Jesus,	
  Fidel,	
  Sta.	
  Cruz,	
  Tan	
  
	
                                                                               	
  
MMC	
  500	
  De	
  La	
  Salle	
  University	
  Manila	
   16	
  
                                                                            Pampers	
  –	
  Integrated	
  Marketing	
  Communication	
  Plan	
  
                                                       	
  
                                                                                      	
  
                                                       	
  




                                                                                                                                                            	
  
                                                                                      	
  
                                                                                      	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  




                                                                                                                                                     	
  




                                                       	
                                                          	
  
                                                              De	
  Jesus,	
  Fidel,	
  Sta.	
  Cruz,	
  Tan	
  
                                                       	
                                                          	
  
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	
  
	
                                                                                                  	
  
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	
  
	
                                                                                                                                   	
  
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	
  
	
                                                                                                                                  	
  
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	
  
	
                                                                                                                             	
  
Pampers IMC Plan
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Pampers IMC Plan
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Pampers IMC Plan

  • 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. 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. 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. 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. 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 2009 Nappies/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 Diapers Nappies/Diapers/Pants 7,734.8 8,474.1 9,092.8 10,206.0 11,191.8 11,868.2 Source: 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 TOTAL Nappies/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 74.3 Nappies/Diapers/Pants 6.0 8.9 53.4 Source: 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. MMC  500  De  La  Salle  University  Manila   6   Pampers  –  Integrated  Marketing  Communication  Plan     % retail value rsp Company 2005 2006 2007 2008 2009 Procter & Gamble 32.8 33.4 33.4 33.4 33.4 Philippines Inc Everbeauty Corp 19.6 19.9 21.4 22.1 22.5 Fiberline Industries Inc 13.5 14.0 14.8 15.3 15.9 Kimberly-Clark 18.9 18.3 15.0 14.6 14.0 Philippines Inc SCA Hygiene Products 4.9 5.3 5.2 5.4 5.4 Phils Inc UniCharm (Philippines) 2.3 3.0 3.5 3.6 3.6 Corp Fiberworld Inc 1.8 1.8 1.8 1.9 2.0 SM Investments Corp 1.5 1.5 1.8 1.8 1.8 Philusa Corp 1.9 2.0 1.5 - - Global Sun Inc 1.0 0.7 0.6 0.5 - Associated Hygienic - - - - - Products LLC Others 1.8 0.1 1.0 1.4 1.4 Total 100.0 100.0 100.0 100.0 100.0 Source: 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 rsp Brand Company 2006 2007 2008 2009 Pampers Procter & Gamble 33.4 33.4 33.4 33.4 Philippines Inc EQ Everbeauty Corp 18.5 20.0 20.6 21.0 Huggies Kimberly-Clark 14.4 15.0 14.6 14.0 Philippines Inc Care Fiberline Industries Inc 7.2 7.8 8.1 8.2 Happy Fiberline Industries Inc 6.8 7.0 7.2 7.7 Drypers SCA Hygiene Products 5.3 5.2 5.4 5.4 Phils Inc Mamy Poko UniCharm (Philippines) 3.0 3.5 3.6 3.6 Corp Magic Color Fiberworld Inc 1.8 1.8 1.9 2.0 SM Bonus SM Investments Corp 1.5 1.8 1.8 1.8 Prokids Everbeauty Corp 1.4 1.4 1.5 1.5 Kimbies Kimberly-Clark 3.6 - - - Philippines Inc Babyflo Philusa Corp 2.0 1.5 - - Hello Angel Global Sun Inc 0.7 0.6 0.5 - Good Nites Kimberly-Clark 0.3 - - - Philippines Inc Drypers Associated Hygienic - - - - Products LLC Others 0.1 1.0 1.4 1.4 Total 100.0 100.0 100.0 100.0 Source: 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. MMC  500  De  La  Salle  University  Manila   7   Pampers  –  Integrated  Marketing  Communication  Plan     Ps million 2009 2010 2011 2012 2013 2014 Disposable Pants 222.9 235.1 247.6 260.2 273.0 285.8 Nappies/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 Diapers Nappies/Diapers/Pants 11,868.2 12,176.8 12,566.7 13,046.3 13,597.2 14,227.7 Source: 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 TOTAL Disposable Pants 5.1 28.2 Nappies/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 31.9 Nappies/Diapers/Pants 3.7 19.9 Source: 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. 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. 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. 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. 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. 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. 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. 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. MMC  500  De  La  Salle  University  Manila   15   Pampers  –  Integrated  Marketing  Communication  Plan     OOH   • Billboards                 De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 16. MMC  500  De  La  Salle  University  Manila   16   Pampers  –  Integrated  Marketing  Communication  Plan                                               De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 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. 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. 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. 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