The document discusses a survey of customer behavior and brand awareness of diapers in Russia. Some key findings:
1. The most commonly used and top-of-mind diaper brands are Merries, Pampers, and Huggies. GOO.N brand awareness is also high.
2. Quality, price, brand image, and promotions are the most important factors considered when choosing a diaper brand. Quality is the most important attribute.
3. Customers primarily find out about diaper brands through word-of-mouth from friends/relatives, free samples, advertisements in stores and online. Hospital staff also provide recommendations.
Пример отчета по итогам исследованиям, проведенного при помощи методики онлайн-опроса (web-опроса). В рамках исследования проведена оценка удовлетворенности продукцией заказчика в сравнении с конкурентами, выявление основных причин смены бренда и многое другое.
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How do you get your internal culture to embrace the right sustainability message that you have worked so hard to craft? What do you do to convince brand managers to incorporate your message as a sustainability manager working at the corporate level? Or, how do you get your higher-ups to not see it as too big a risk, if you are a brand manager or marketing director who wants to incorporate sustainability messaging into your existing messaging? Given you are unlikely to have much money (i.e. media budget) to put your message out there, what do you do to get social and viral play? And how do you sell something "out of the box" or "disruptive" in a conservative culture?
Пример отчета по итогам исследованиям, проведенного при помощи методики онлайн-опроса (web-опроса). В рамках исследования проведена оценка удовлетворенности продукцией заказчика в сравнении с конкурентами, выявление основных причин смены бренда и многое другое.
Storytelling for Organizational Engagement: Selling Sustainability InternallySustainable Brands
How do you get your internal culture to embrace the right sustainability message that you have worked so hard to craft? What do you do to convince brand managers to incorporate your message as a sustainability manager working at the corporate level? Or, how do you get your higher-ups to not see it as too big a risk, if you are a brand manager or marketing director who wants to incorporate sustainability messaging into your existing messaging? Given you are unlikely to have much money (i.e. media budget) to put your message out there, what do you do to get social and viral play? And how do you sell something "out of the box" or "disruptive" in a conservative culture?
Dissertation ppt on ROLE OF SALES PROMOTION IN FMCGanonymous
Dissertation ppt on ROLE OF SALES PROMOTION IN FMCG
ABOUT THE TOPIC
MARKETING MIX AND PROMOTIONS
PROMOTION – One of the important element
SALES PROMOTION
WHY MARKETERS USE
New research released by the World Federation of Advertisers shows that marketers around the world overwhelmingly believe purpose needs to be part of a successful brand building strategy.
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
New Product Audit PowerPoint Presentation SlidesSlideTeam
Deliver best of the products and services using professionally designed content-ready New Product Audit PowerPoint Presentation Slides. Conduct brainstorming session, evaluate ideas, assess market trends, analyse competition, prepare for launch and more with new product audit PPT presentation templates. Using this ready-made new product audit PPT presentation slides for better development of the product. Ensure you meet customer’s expectations and deliver best of the products to the consumers. Have a competitive edge in the market with new product audit PowerPoint presentation templates. This deck covers templates such as product analysis example, new product portfolio management, strategic opportunity matrix, detailed analysis, product performance, detailed analysis, product analysis, category analysis, porter’s five forces model, etc. These templates are editable. You can use these slides as per your requirement. Create your own strategy of bringing newly developed product in the market with our ready-to-use new product audit PowerPoint presentation slideshow. Define the agenda with our New Product Audit Powerpoint Presentation Slides. Establish the criteria to be fulfilled.
Dissertation ppt on ROLE OF SALES PROMOTION IN FMCGanonymous
Dissertation ppt on ROLE OF SALES PROMOTION IN FMCG
ABOUT THE TOPIC
MARKETING MIX AND PROMOTIONS
PROMOTION – One of the important element
SALES PROMOTION
WHY MARKETERS USE
New research released by the World Federation of Advertisers shows that marketers around the world overwhelmingly believe purpose needs to be part of a successful brand building strategy.
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
New Product Audit PowerPoint Presentation SlidesSlideTeam
Deliver best of the products and services using professionally designed content-ready New Product Audit PowerPoint Presentation Slides. Conduct brainstorming session, evaluate ideas, assess market trends, analyse competition, prepare for launch and more with new product audit PPT presentation templates. Using this ready-made new product audit PPT presentation slides for better development of the product. Ensure you meet customer’s expectations and deliver best of the products to the consumers. Have a competitive edge in the market with new product audit PowerPoint presentation templates. This deck covers templates such as product analysis example, new product portfolio management, strategic opportunity matrix, detailed analysis, product performance, detailed analysis, product analysis, category analysis, porter’s five forces model, etc. These templates are editable. You can use these slides as per your requirement. Create your own strategy of bringing newly developed product in the market with our ready-to-use new product audit PowerPoint presentation slideshow. Define the agenda with our New Product Audit Powerpoint Presentation Slides. Establish the criteria to be fulfilled.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. 2
Summary
✓ GOO.N Top-of-Mind is 2,2%, unaided call– 28,9%, aided call – 84,4%
✓ Reasons for current brands choosing: quality (67,0,%), price (43,8%), brand image (40,1%), promotion (31,6%)
✓ Places to meet the current brand: word-of-mouth (friends advice), free samples, and child-thematic sites
✓ Places to buy diapers: baby shops (Detskiy Mir, Korablik, Dochky&Synochky), hypermarts (Auchan, Perekryostok, Metro Cash&Carry) and on-line stores
(Esky, Akusherstvo, Ozon)
✓ 55,0% used GOO.N ever. Most of those, who ever tried GOO.N, use Merries or Moony now
✓ 81,1% of respondents will find another place to buy if they don’t find their current brand in their usual store
✓ Most of those, who will buy another brand if they won’t find their current, are current users of Merries and Pampers Premium. More loyal to their brand
are Moony-users and Huggies Elit-users
✓ The most popular alternative brand is GOO.N. Merries-users and Huggies Elit-users will buy GOO.N if they won’t find their brand in stores
➢ 45,0% of respondents knew brand GOO.N when their baby was just born
➢ Most of all respondents are sure that GOO.N diapers are very soft for baby skin, they know that it’s a Japanese brand and Japanese mothers choose it
➢ Over 90% of respondents aren’t aware of GOO.N community in VKontakte because they use VK rarely
➢ 6,3% take part in other brands communities – Pampers City
➢ 29,2% met GOO.N advertisement last year in magazines, child-thematic sites and in retail stores
➢ All respondents mainly sure that GOO.N diapers are qualitative, available in stores and are popular
➢ Those who tried GOO.N rated them higher than current brands in quality and brand image, but lower in price and promotion.
➢ The highest satisfaction rates put Merries-users. The lowest – Pampers Premium and Huggies Elit-users
3. S O C I A L - D E M O G R A P H I C
C H A R A C T E R I S T I C S A N D Q U OTA S
4. 4
Social-demographic characteristics
Mothers’ age and marital status:
Married/ not
official marriage
Not married Divorced Total
Less 20 years 0,8% 17,6% 0,0% 1,4%
21-30 years 55,4% 47,1% 100,0% 55,6%
31-40 years 40,2% 29,4% 0,0% 39,5%
41-50 years 3,5% 5,9% 0,0% 3,6%
Total 95,6% 3,4% 1,0%
Monthly family income:
71 001 – 100 000 rub.
> 130 000 rub.
100 001 – 130 000 rub.
< 40 000 rub.
70 001 – 100 000 rub.
40 001 – 70 000 rub.
Quantity of diapers, that are used per
day/night:
Per day Per night
0-2 pieces
2-5 pieces
5-10 pieces
Mothers’ age and quantity of children:
1 child 2 children 3 children
Less 20 years 70,1% 46,3% 37,5%
21-30 years 28,9% 50,7% 50,0%
31-40 years 1,0% 3,0% 12,5%
Total 53,9% 37,2% 8,9%
N=250
5. 5
Social-demographic characteristics
Started using the current size of diapers:
Month ago
More than one
month ago
Total
NB 15,1% 5,6% 9,4%
S 23,3% 7,5% 13,9%
M 35,6% 55,1% 47,2%
L 24,7% 28,0% 26,7%
XL 1,4% 3,7% 2,8%
Total 40,6% 59,4%
Started using the current size of diapers:
Work now Do not work now
Up to 6 months
6-12 months
12-24 months
24-36 months
Work now Do not work now
Babysitter
Grandmother
Kindergarden
With me, I work at
home
Mothers’ employment: Who cares the baby:
N=250
6. B R A N D S O F D I A P E R S AWA R E N E S S
A N D U S A G E
11. 11
Reasons for current brands choosing
Quality
Excellent Japanese quality
Japanese quality is always at a
high level
Soft, easy-to-use, do not leak,
pleasant to the touch, odor,
absorbs, not thick
Soft and do not leak,
convenient dimension table
Price
A little expensive compared to
other brands, but the quality
justifies the price
Reasonable price, appropriate
quality
Slightly above average, but
not too expensive
Price must remain accessible
Brand image
Brand is proven himself
Japanese diapers are
considered fashion phone,
premium
Japanese goods is respected,
as Japan - progressive country
Everybody consider that these
are good diapers
Japanese diapers for me
synonymous with quality
Promotion
I didn't meet any promo
Small enough stock
I would like to buy more items
at special price
Rare promos
12. 12
Reasons for current brands choosing
Quality
Do not leak, do not give a
reddening of the skin,
breathing, skin is always dry -
all you need
Pleasant to the touch, soft,
elastic back, well absorb, do
not leak
Very soft, gentle
Very happy, the baby feels
comfortable, it can be seen, is
waterproof, does not leak, it
fits well
Price
Compliance with quality
Lower than the same brands
Available price
Cheaper than Pampers
Brand image
Well-known brand, in the market
for a long time, inspires confidence
Brand is widely known, so there is
confidence in the quality
I know that this is a German brand,
and I trust in Germany
The long-standing and proven
company
Famous brand you can trust
Promotion
Available on the stocks, are
often held
Presented at the hospital
Rare discounts
It would be nice to buy
diapers at special price
13. 13
Reasons for current brands choosing
Quality
Soft, easy to use, do not rub
Good quality, but leak
sometimes, non-irritating,
have a nice texture
Excellent quality. they are thin,
breathable, does not take place,
soft tapes that are not too tight,
very good absorption
Soft, pleasant to the touch,
good tapes, is well absorbed
Price
The price stays at a high level,
higher than the average, but
not the most expensive
After raising the dollar price
has increased significantly, but
it does not affect my choice
The price is high but it is not a
decisive factor
Reasonable, quality is more
important
Brand image
According to reviews Japanese
diapers are very good
Advertising - everything is clear
and understandable
Considered the best among
mothers
Japanese diapers are much
different from other
manufacturers
They are Japanese - it means
qualitative
Promotion
Discounts on Merries
provided rarely
I try to look at the stock
diapers as the price has grown
Due to promo I can try
another brand, but often I
choose a proven product
If there is a promo, I buy the
cheapest between Merries
and Goon
14. 14
Reasons for current brands choosing
Quality
Very soft diapers, good tapes,
is well absorbed, do not leak
Breathable and high quality
diapers because the baby is dry,
comfortable cutout for navel of
newborn babies
Decent quality, breathable, fit
tight, do not leak, good tapes
Price
Compliance with quality
Lower than the same brands
Available price
Cheaper than Pampers
Brand image
Beautiful packaging in blue
and pink colors
Japanese production is the
best diapers on the market
Once they are spoken, it is
interesting to try
Prestigious
Promotion
Sometimes buy diapers
with a discount
You can try without
buying the whole pack
Always nice to get a good
product at a low price
Rare discounts
15. 15
Reasons for current brands choosing
Quality
Quality is great: soft, pleasant
to the touch
Quality is good because there
are small flaws (leaked a
couple of times)
I tried once as soon as they
appeared, and I can say that
from the first pack I realized that
the quality is 'premium'
The most important thing to
the child was dry and there
was no chafing
Price
The price is very expensive,
even for good pants
Reasonable price for such a
quality
Price for excellent quality feel
not high, but of course the
consumer wants cheaper
There are discounts and
promotions, favorable price
Brand image
Good company cares about its
reputation
Highly advertised brand of diapers
It has long been on the market,
confidence in the brand
Pampers-brand experienced
steadily holding the first position
in the market
Promotion
Very few promo: the larger
pack for a lower price
I would like more discounts
and promotions, more gifts
for used products
As a gift wet wipes, in a gift
package of the same diapers
Korablik gives coupons with a
discount on this brand
16. 16
Places to meet the current brand
Total
Huggies
Elite
Merries Moony
Pampers
Premium
GOO.N
Word of mouth
(friends, relatives)
40,5% 7,1% 9,8% 18,5% 9,1% 46,4%
Free samples 17,2% 3,6% 4,9% 7,4% 0,0% 21,4%
Child-thematic sites 9,3% 7,1% 3,3% 0,0% 1,8% 5,4%
Advertisement in
hospitals and clinics
8,8% 14,3% 4,9% 7,4% 12,7% 7,1%
Advertisement,
promo in retail stores
6,6% 3,6% 1,6% 3,7% 0,0% 3,6%
Word of mouth
(hospital neighbors)
5,3% 21,4% 14,8% 11,1% 16,4% 10,7%
TV 4,4% 14,3% 4,9% 7,4% 12,7% 0,0%
Magazines 3,1% 3,6% 0,0% 11,1% 16,4% 3,6%
I didn’t find my usual
brand and had to buy
this
2,6% 0,0% 0,0% 0,0% 18,2% 0,0%
Word of mouth
(hospital personal)
1,3% 28,6% 57,4% 37,0% 23,6% 0,0%
Events, exhibitions 0,9% 10,7% 1,6% 3,7% 1,8% 1,8% 0,9%
1,3%
2,6%
3,1%
4,4%
5,3%
6,6%
8,8%
9,3%
17,2%
40,5%
Events, exhibitions
Word of mouth (hospital personal)
I didn’t find my usual brand and had
to buy this
Magazines
TV
Word of mouth (hospital neighbors)
Advertisement, promo in retail stores
Advertisement in hospitals and clinics
Child-thematic sites
Free samples
Word of mouth (friends, relatives)
N=250
17. 17
Places to meet the current brand
Total Huggies Elite Merries Moony
Pampers
Premium
GOO.N
Word of mouth (friends,
relatives)
92 28 61 27 55 56
Free samples 39 8 35 10 13 26
Child-thematic sites 21 6 9 3 9 12
Advertisement in
hospitals and clinics
20 2 6 5 5 3
Advertisement, promo
in retail stores
15 4 3 2 7 4
Word of mouth
(hospital neighbors)
12 1 3 9 2
TV 10 1 3 2 6
Magazines 7 10 0
I didn’t find my usual
brand and had to buy
this
6 2 2 1 2
Word of mouth
(hospital personal)
3 3 1 1 1 0
Events, exhibitions 2 1 1 1 0
N=250
18. 18
Places to buy diapers
First pack NB-size Nowadays
Baby Shop 57,3% 137 59,2% 142 63,8% 153
Hypermarts 18,8% 45 29,2% 70 32,8% 75
Online 14,6% 35 27,9% 67 37,8% 86
Drugstore 4,2% 10 3,8% 9 2,8% 6
Retail store not far
from home
4,2% 10 9,6% 23 7,2% 16
Free sample in
womens’ clinic
0,4% 1 - - - -
Gift 0,4% 1 - - - -
BABY SHOP HYPERMARTS ONLINE DRUGSTORE RETAIL STORE NOT
FAR FROM HOME
FREE SAMPLE IN
WOMENS CLINIC
GIFT
First pack NB-size Nowadays
N=250
23. 23
Alternative brands usage
81,1% of respondents will find
another place to buy if they don’t
find their current brand
Huggies Elit Merries Moony
Pampers
Premium
GOO.N
I’ll go to another
store
44,8% 50,0% 44,8% 53,4% 59,6%
I’ll buy it online 31,0% 26,7% 48,3% 20,7% 29,8%
I’ll buy another
brand
20,7% 23,3% 6,9% 22,4% 5,3%
I’ll wait few days 3,4% 0,0% 0,0% 3,4% 5,3%
Most of those, who will buy another brand if they
won’t find their current, are current users of Merries
and Pampers Premium. More loyal to their brand are
Moony-users and GOO.N-users:
I’ll go to
another store;
51,9%
I’ll buy it
online; 29,2%
I’ll buy another
brand ; 16,3%
I’ll wait few
days; 2,6%
N=250
24. 24
Alternative brands usage
respondents will find another
place to buy if they don’t find
their current brand
Huggies Elit Merries Moony
Pampers
Premium
GOO.N
I’ll go to another
store
6 14 2 13 3
I’ll buy it online 9 16 14 12 17
I’ll buy another
brand
13 30 13 31 34
I’ll wait few days 1 2 3
Most of those, who will buy another brand if they
won’t find their current, are current users of Merries
and Pampers Premium. More loyal to their brand are
Moony-users and GOO.N-users:
I’ll buy another
brand ; 38
I’ll buy it
online; 68
I’ll go to
another
store; 121
I’ll wait few
days; 6
N=250
25. 25
Alternative brands usage
The most popular alternative brand is GOO.N.
Merries-users and Huggies Elit-users will buy GOO.N if
they won’t find their brand in stores:
CURRENT BRAND
Huggies Elit Merries Moony
Pampers
Premium
GOO.N Total
ALTERNATIVE
BRAND
GOO.N 33,3% 42,9% 0,0% 0,0% 0,0% 22,2%
Merries 33,3% 0,0% 100,0% 9,1% 0,0% 13,9%
Pampers Premium 16,7% 21,4% 0,0% 9,1% 0,0% 13,9%
Pampers Active
Baby
0,0% 0,0% 0,0% 27,3% 66,7% 13,9%
Huggies Ultra
Comfort
16,7% 7,1% 0,0% 18,2% 0,0% 11,1%
Huggies Elit 0,0% 14,3% 0,0% 9,1% 33,3% 11,1%
Moony 0,0% 14,3% 0,0% 9,1% 0,0% 8,3%
Libero Up & Go 0,0% 0,0% 0,0% 18,2% 0,0% 5,6%
5,6%
8,3%
11,1%
11,1%
13,9%
13,9%
13,9%
22,2%
Libero Up & Go
Moony
Huggies Ultra Comfort
Huggies Elit
Merries
Pampers Premium
Pampers Active Baby
GOO.N
N=250
26. 26
Alternative brands usage
The most popular alternative brand is GOO.N.
Merries-users and Huggies Elit-users will buy GOO.N if
they won’t find their brand in stores:
CURRENT BRAND
Huggies Elit Merries Moony
Pampers
Premium
GOO.N Total
ALTERNATIVE
BRAND
GOO.N 2 6 0 0 0 8
Merries 2 0 2 1 0 5
Pampers Active
Baby
0 0 0 3 2 5
Pampers Premium 1 3 0 1 0 5
Huggies Elit 0 2 0 1 1 4
Huggies Ultra
Comfort
1 1 0 2 0 4
Moony 0 2 0 1 0 3
Libero Up & Go 0 0 0 2 0 2
2
3
4
4
5
5
5
8
Libero Up & Go
Moony
Huggies Elit
Huggies Ultra Comfort
Merries
Pampers Active Baby
Pampers Premium
GOO.N
N=250
27. I M A G E A N D S AT I S FA C T I O N L E V E L
28. 28
➢ 55,0% (132) of respondents knew brand
GOO.N when their baby was just born.
➢ Most of all respondents are sure that GOO.N
is Japanese brand and GOO.N diapers are
very soft for baby skin
GOO.N awareness and image
Yes I'm not sure No
This is Japanese
brand
223 16 1
It’s very soft for
baby skin
184 54 2
Japanese
mothers choose
it
113 91 36
GOO.N uses
vitamin E
29 185 26
Knew GOO.N
when the baby
was just born;
55,0%
Didn't know
GOO.N when
the baby was
just born; 45,0%
10,8%
15,0%
0,8%
0,4%
77,1%
37,9%
22,5%
6,7%
12,1%
47,1%
76,7%
92,9%
GOO.N uses vitamin E
Japanese mothers choose it
It’s very soft for baby skin
This is Japanese brand
Yes I'm not sure No
N=250
29. 29
Associations with diapers brands
Pampers
Active baby who
crawls on the soft
white carpet
Classic children
diapers, time-tested
Distributed
advertising in prenatal
and maternity
Green pack, has a
strong aloe flavor
Lots of advertising
The most popular
brand in Russia
The strong smell
Huggies
Average quality,
average price
Qualitative and
cheap
Regular diapers
Jeans - pants, diapers
series "My first denim"
and cartoons of Disney
- a series of diapers
with images of
characters from
cartoons (Winnie-the-
Pooh)
Libero
Cheap, not very high-
quality brand
Hare
Cheap, average quality,
leak
Good quality,
hypoallergenic, suitable
for children over a year
Thick, unpleasant to the
touch, quickly filled
Merries
Diapers for girls.
Usually, mothers of
girls are buying them
for the reason that
they do not leak
Excellent quality,
recently on the
market, good advice
Expensive Japanese
diapers
Japanese quality
Quality, cotton, silk,
smile
GOON
A duck from a
wipes-box
Expensive
Japanese diapers
Fits more boys,
than girls
Replacement to
Merries
Hard to find in
stores
Expensive without
any reason
Moony
In the middle
between Pampers
and Goon. Not bad
Japanese diapers,
for girls
Qualitative
Japanese diapers
The most
profitable from all
Japanese diapers
The same as
Merries, but worse
quality
Not quite popular
30. 30
Interest to social media and internet communities
Interest to the GOO.N
community in Vkontakte:
Baby.ru; 1
Nestle; 1
Mama Club; 1
vk.com/pamper
smamochki; 2
Huggies. The
city of
mothers; 3
Pampers City;
7
Magazines 47,1% 33
Advertisement, promo in retail stores 40,0% 28
Child-thematic sites 37,1% 26
Advertisement in hospitals and clinics 31,4% 22
Free samples 30,0% 21
Social media 20,0% 14
TV 17,1% 12
Forums 12,9% 9
Events, exhibitions 10,0% 7
Word of mouth (hospital neighbors) 7,1% 5
Other sites 4,3% 3
Word of mouth (hospital personal) 2,9% 2
Given in the registry office 1,4% 1
Yes, I visited
it; 1,7%
Yes, but I
didn't visit
it; 7,1%
No; 91,3%
219
I don’t like
any groups; 4
I don’t joint
it, but I read
it; 5
I use
VKontakte
rarely; 11
Don't take a
part in other
diaper’s
brands
communities;
93,8% Take a part in
other diaper’s
brands
communities;
6,3%
Saw any
advertisement
of GOO.N
baby diapers
last year;
29,2%
Didn't see any
advertisement
of GOO.N
baby diapers
last year;
70,8%
31. 31
Satisfaction level of GOO.N diapers
Average Tried GOO.N ever Didn't try GOO.N
Quality 83,0% 90,2% 74,3%
Brand image 77,0% 81,2% 71,9%
Availability in stores 75,8% 78,8% 72,1%
Assortment 69,5% 74,6% 63,1%
Price 59,5% 63,0% 55,2%
Promotion 44,4% 46,7% 41,5%
➢ All respondents mainly sure that GOO.N diapers are
qualitative, available in stores and are popular
➢ Those who tried GOO.N rated them higher than
current brands in quality and brand image, but
lower in price and promotion.
Huggies Elit Merries Moony
Pampers
Premium
GOO.N
Brand image 74,8% 79,7% 75,9% 65,7% 77,0%
Quality 74,1% 82,7% 80,7% 77,2% 83,0%
Availability in
stores
66,9% 81,5% 72,8% 69,7% 75,8%
Assortment 53,4% 76,0% 65,5% 58,5% 69,5%
Price 51,0% 64,0% 61,0% 51,8% 59,5%
Promotion 39,7% 47,1% 35,9% 38,7% 44,4%
➢ The highest satisfaction rates put Merries and GOO.N-users
➢ The lowest – Pampers Premium and Huggies Elit-users
39,7%
51,0%
53,4%
66,9%
74,8%
74,1%
35,9%
61,0%
65,5%
72,8%
75,9%
80,7%
44,4%
59,5%
69,5%
75,8%
77,0%
83,0%
Promotion
Price
Assortment
Availability in stores
Brand image
Quality
GOO.N Pampers Premium Moony Merries Higgies Elit
N=250
32. 32
Satisfaction level of GOO.N diapers
Quality Brand image Availability in stores Price Assortment Promotion
Average 83,0% 77,0% 75,8% 59,5% 69,5% 44,4%
1 point 3,3% 3,3% 2,9% 9,2% 1,7% 17,1%
2 points 0,8% 1,3% 1,3% 2,9% 3,3% 10,0%
3 points 2,5% 1,7% 3,8% 8,3% 7,1% 11,3%
4 points 1,3% 2,5% 3,3% 5,0% 3,8% 10,8%
5 points 5,4% 10,8% 11,3% 17,5% 16,3% 20,8%
6 points 2,5% 5,0% 5,0% 7,9% 5,4% 7,1%
7 points 4,2% 10,0% 10,4% 16,3% 10,0% 9,2%
8 points 20,4% 20,0% 17,1% 17,1% 20,4% 7,9%
9 points 17,9% 19,2% 17,9% 8,8% 17,9% 2,9%
10 points 41,7% 26,3% 27,1% 7,1% 14,2% 2,9%
Respondents estimated their satisfaction level of GOO.N with a 10-points scale, where 1 – is the lowest rate, 10 – is the highest:
N=250
33. 33
Reasons for low satisfaction level of
GOO.N diapers
Quality
Despite the fact that
they seems to be
qualitative, they leaked
a lot when I used them
I didn't use this brand,
but I think the quality is
good enough
I think they leak and are
not soft
The baby feels
uncomfortable
Too thick and rough in
comparison with
Merries
Uncomfortable to put
on, slip, leak
Price
Became more expensive
than Merries
I'd like more promo, ex.
A pack of wet wipes as a
gift
Isn't reasonable for
mass market
The quality corresponds
with the price
Average price for
Japanese diapers
Brand image
I didn't use them and
didn't pay attention to
the pack design
I hear about GOO.N
rarely
It is not designed to the
end
Much of Japanese text
on the package hurts
my eyes
Little advertising
Not interesting image
Promotion
The sample in magazine
Sample in the exhibition
Promo in child's store
Buy tapes - panties free
Available in
stores
There were no needed
size or type
It was temporarily
absent on the shelves
Very poor assortment in
Auchan
Do not exist in stores or
they are lying or
imperceptibly
Assortment
A standard set of sizes
All the sizes are not
available in stores
Assortment isn't wide
It seems that they are
all the same, based on
the appearance of the
packaging
Met only tapes
There are no huge
economy pack
34. Summary
✓ GOO.N Top-of-Mind is 2,2%, unaided call– 28,9%, aided call – 84,4%
✓ Reasons for current brands choosing: quality (67,0,%), price (43,8%), brand image (40,1%), promotion (31,6%)
✓ Places to meet the current brand: word-of-mouth (friends advice), free samples, and child-thematic sites
✓ Places to buy diapers: baby shops (Detskiy Mir, Korablik, Dochky&Synochky), hypermarts (Auchan, Perekryostok, Metro Cash&Carry) and on-line stores
(Esky, Akusherstvo, Ozon)
✓ 55,0% used GOO.N ever. Most of those, who ever tried GOO.N, use Merries or Moony now
✓ 81,1% of respondents will find another place to buy if they don’t find their current brand in their usual store
✓ Most of those, who will buy another brand if they won’t find their current, are current users of Merries and Pampers Premium. More loyal to their brand
are Moony-users and Huggies Elit-users
✓ The most popular alternative brand is GOO.N. Merries-users and Huggies Elit-users will buy GOO.N if they won’t find their brand in stores
➢ 45,0% of respondents knew brand GOO.N when their baby was just born
➢ Most of all respondents are sure that GOO.N diapers are very soft for baby skin, they know that it’s a Japanese brand and Japanese mothers choose it
➢ Over 90% of respondents aren’t aware of GOO.N community in VKontakte because they use VK rarely
➢ 6,3% take part in other brands communities – Pampers City
➢ 29,2% met GOO.N advertisement last year in magazines, child-thematic sites and in retail stores
➢ All respondents mainly sure that GOO.N diapers are qualitative, available in stores and are popular
➢ Those who tried GOO.N rated them higher than current brands in quality and brand image, but lower in price and promotion.
➢ The highest satisfaction rates put Merries-users. The lowest – Pampers Premium and Huggies Elit-users