This document summarizes survey results about diaper brand satisfaction and usage among Russian customers. Some key findings include:
- GOO.N has the highest top-of-mind awareness at 2.2%, while Merries and Pampers have the highest aided awareness at 63.3% and 75.6% respectively.
- The most important reasons for choosing current brands are quality (67.0%), price (43.8%), brand image (40.1%) and promotion (31.6%).
- Common places customers meet their current brands are word-of-mouth (friends/relatives), free samples, and child-thematic websites.
- Popular places to buy diapers
Пример отчета по итогам трекингового исследования: отслеживание смены брендов, причин и мотивации. Составление портрета аудитории, склонной к постоянной смене брендов.
The number of convenience store in Vietnam in on the rapid increase, especially the urban area like Ho Chi Minh. Let us see the brand perception and how the channels are used in Vietnam, through our quantitative survey.
CP-Meiji Co, Ltd is one of the largest manufacturers and distributors of dairy products in Thailand. It was co-founded by the Charoen Pokphand Group and Meiji Dairies Corporation, the company that revived the real fresh milk market in Japan and the owner of world-class dairy manufacturing technology. And CP-Meiji is delivering the quality of freshness to customers by carefully selecting the freshest natural ingredients and manufacturing them with high-technology process.
But in the new Hong Kong market, some problems may still occur in the product market of Meiji Milk. The first one is there is not enough market visibility and brand awareness since CP-Meiji just entered Hong Kong market compared with those traditional local milk brands and world famous brank. Next, a few marketing promotion is applied to the Meiji. Lacking of brand image is also the severe problem laying on the development of Meiji Milk.
The objective of our project is to make a marketing strategy plan according to the customer questionnaires collected in Hong Kong market, which can improve and stimuli the product sales volume and gain the market share from other main competitors.
Пример отчета по итогам трекингового исследования: отслеживание смены брендов, причин и мотивации. Составление портрета аудитории, склонной к постоянной смене брендов.
The number of convenience store in Vietnam in on the rapid increase, especially the urban area like Ho Chi Minh. Let us see the brand perception and how the channels are used in Vietnam, through our quantitative survey.
CP-Meiji Co, Ltd is one of the largest manufacturers and distributors of dairy products in Thailand. It was co-founded by the Charoen Pokphand Group and Meiji Dairies Corporation, the company that revived the real fresh milk market in Japan and the owner of world-class dairy manufacturing technology. And CP-Meiji is delivering the quality of freshness to customers by carefully selecting the freshest natural ingredients and manufacturing them with high-technology process.
But in the new Hong Kong market, some problems may still occur in the product market of Meiji Milk. The first one is there is not enough market visibility and brand awareness since CP-Meiji just entered Hong Kong market compared with those traditional local milk brands and world famous brank. Next, a few marketing promotion is applied to the Meiji. Lacking of brand image is also the severe problem laying on the development of Meiji Milk.
The objective of our project is to make a marketing strategy plan according to the customer questionnaires collected in Hong Kong market, which can improve and stimuli the product sales volume and gain the market share from other main competitors.
Facial Cleanser Vietnam Popular Brand 2015
Popular Brand Index
Research Design
Research Method: Internet Sampling
Fieldwork Period: 05th March 2015 – 10th March 2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Female only
Sample Size: 770 samples
Survey Content:
Brand Awareness of Facial Cleanser
Brand Advertising Expansive of Facial Cleanser
Facial Cleanser Brands ever used
Facial Cleanser Brands used in the past 3 months
Facial Cleanser Brand used most often within the past 3 months
Facial Cleanser Brand choose to use in the future
Facial Cleanser Brand would recommend
Female Facial Cleanser Usage in IndonesiaDI Marketing
On average, Indonesian buy facial cleanser 11 times per year and spend $5.64 for each cleanser purchase, younger groups tend to buy and spend more than the older
Find more at:
http://www.di-onlinesurvey.com/
Milk is considered to be the source to provide the health and nutrition in Vietnam. We made the survey to over 700 respondents in Vietnam to understand their drinking customs, favorite brands and purchase factors
Although Vietnam is famous for the dominant traditional channels, it recently has an increasing number of modern trade channels (supermarket, convenience stores etc). We have investigated how this change has affected the shopping behaviors among Moms in Vietnam
Overview of Toilet Cleaner products in Vietnam market
PBI Survey 2015
Research Design
Research Method: Internet Sampling
Fieldwork Period: 27thFeb 2015–1stMar2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Male & Female
Sample Size: 850 samples
Survey Content:
Toilet cleaner brand awareness
Expansive of Toilet cleaner Brand
Toilet cleaner brand ever used
Toilet cleaner brand used in the past 3 months
Toilet cleaner brand most often used in the past 3 months
Toilet cleaner brand use in the future
Toilet cleaner brand recommendation
As HCM has many shopping malls existing for the moment, people in this area tend to come here more often and have many different type of activities. Let's figure out which shopping malls are popular now and what people often do there with Q&Me.
Пример отчета по итогам маркетингового исследования с целью составить портрет целевой аудитории аэропорт, в том числе в разрезе терминалов, а также сегментировать целевую аудиторию, оценить финансовую емкость сегментов
Пример отчета по итогам маркетингового исследования с целью оценки уровня удовлетворенности клиентов. Помимо оценки уровня лояльности в отчете проведена оценка узнаваемости, опыт сотрудничества с конкурентами, оценка уровня лояльности.
Выдержка из отчета по итогам исследования поведения целевой аудитории на примере рынка премиальных макаронных изделий: причины выбора разных марок продуктов, особенности отнесения продуктов к премиальному сегменту, ценовые характеристики, восприятие премиальных продуктов, мотивация
Анализ чувствительности целевой аудитории к ценеBCGroup Russia
Выдержка из отчета по итогам исследования ценовой чувствительности целевой аудитории на примере рынка детской одежды. Методы сбора информации: телефонный опрос и фокус-группы с мамами детей в возрасте от 2 до 8 лет.
Facial Cleanser Vietnam Popular Brand 2015
Popular Brand Index
Research Design
Research Method: Internet Sampling
Fieldwork Period: 05th March 2015 – 10th March 2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Female only
Sample Size: 770 samples
Survey Content:
Brand Awareness of Facial Cleanser
Brand Advertising Expansive of Facial Cleanser
Facial Cleanser Brands ever used
Facial Cleanser Brands used in the past 3 months
Facial Cleanser Brand used most often within the past 3 months
Facial Cleanser Brand choose to use in the future
Facial Cleanser Brand would recommend
Female Facial Cleanser Usage in IndonesiaDI Marketing
On average, Indonesian buy facial cleanser 11 times per year and spend $5.64 for each cleanser purchase, younger groups tend to buy and spend more than the older
Find more at:
http://www.di-onlinesurvey.com/
Milk is considered to be the source to provide the health and nutrition in Vietnam. We made the survey to over 700 respondents in Vietnam to understand their drinking customs, favorite brands and purchase factors
Although Vietnam is famous for the dominant traditional channels, it recently has an increasing number of modern trade channels (supermarket, convenience stores etc). We have investigated how this change has affected the shopping behaviors among Moms in Vietnam
Overview of Toilet Cleaner products in Vietnam market
PBI Survey 2015
Research Design
Research Method: Internet Sampling
Fieldwork Period: 27thFeb 2015–1stMar2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Male & Female
Sample Size: 850 samples
Survey Content:
Toilet cleaner brand awareness
Expansive of Toilet cleaner Brand
Toilet cleaner brand ever used
Toilet cleaner brand used in the past 3 months
Toilet cleaner brand most often used in the past 3 months
Toilet cleaner brand use in the future
Toilet cleaner brand recommendation
As HCM has many shopping malls existing for the moment, people in this area tend to come here more often and have many different type of activities. Let's figure out which shopping malls are popular now and what people often do there with Q&Me.
Пример отчета по итогам маркетингового исследования с целью составить портрет целевой аудитории аэропорт, в том числе в разрезе терминалов, а также сегментировать целевую аудиторию, оценить финансовую емкость сегментов
Пример отчета по итогам маркетингового исследования с целью оценки уровня удовлетворенности клиентов. Помимо оценки уровня лояльности в отчете проведена оценка узнаваемости, опыт сотрудничества с конкурентами, оценка уровня лояльности.
Выдержка из отчета по итогам исследования поведения целевой аудитории на примере рынка премиальных макаронных изделий: причины выбора разных марок продуктов, особенности отнесения продуктов к премиальному сегменту, ценовые характеристики, восприятие премиальных продуктов, мотивация
Анализ чувствительности целевой аудитории к ценеBCGroup Russia
Выдержка из отчета по итогам исследования ценовой чувствительности целевой аудитории на примере рынка детской одежды. Методы сбора информации: телефонный опрос и фокус-группы с мамами детей в возрасте от 2 до 8 лет.
Пример исследования факторов удовлетворенности клиентов (корпоративные клиенты, металлургия): общая удовлетворенность, влияние различных составляющих на уровень удовлетворенности. Сильные и слабые стороны группы предприятий, сравнение с конкурентами, точки роста.
Замеры проходимости, включенное наблюдениеBCGroup Russia
Пример отчета по итогам маркетингового исследования, в котором одним из используемых методов являлись замер проходимости, наблюдение, опрос в заведении и массовый опрос населения города
Пример отчета по итогам маркетингового исследования с целью сегментировать целевую аудиторию рынка органических удобрений. Кроме того, в отчете изучена аудитория по методу "голубого океана" (неохваченные сегменты потенциальных потребителей удобрений)
Оценка удовлетворенности клиентов работой компании в целом, отдельными менеджерами и департаментами. Оценка удовлетворенности клиентских сегментов. Сравнение с конкурентами. Пожелания клиентов.
Краткий пример отчета по итогам оценки уровня лояльности по методу NPS, сравнение со среднероссийским показателем. Факторы удовлетворенности и неудовлетворенности работой гипермаркета, оценка работы отделов.
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?
Everyone needs to come back stronger. Marketing and marketing budgets will be challenged or removed, here are a number of actionable ways to put your brand front and centre to drive business change for short and long term success.
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.
Пример отчета по итогам исследования конкурентов: оценка долей рынка, изучение конкурентов по параметрам (выручка, размер клиентской базы, районы работы, развитие). Сильные и слабые стороны конкурентов.
Выдержка из исследования, целью которого было составление конкурентных карт. Конкурентные карты полезны при выборе и корректировке позиционирования - при помощи карт можно найти менее занятые или наиболее выгодные ниши.
Выдержка из отчета по итогам исследования: конкурентный анализ рынка полиграфии. Оценка долей рынка, оборотов конкурирующих предприятий, размера клиентской базы.
Выдержка из отчета по итогам исследования конкурентов: составлен рейтинг конкурентов по долям рынка (на примере рынка грузовых и сельскохозяйственных шин)
Оценка уровня пенетрации (проникновения на рынок)BCGroup Russia
Выдержка из исследования по оценке проникновения продукта на рынок и оценке емкости рынка. Проникновение на рынок - это оценка доли представителей целевой аудитории, потребляющих определенный продукт. Пенетрация используется при расчете емкости рынка.
Выдержка из отчета по итогам сравнения эффективности рекламных каналов сети магазинов товаров для дома и ремонта. Запоминаемость рекламы, запоминаемость рекламы конкурентов - в целом и в разрезе городов. Эффективность маркетинга.
Выдержка из отчета по итогам исследования медиа-предпочтений целевой аудитории сети супермаркетов ценового сегмента "средний +": оценка запоминаемости рекламы, сравнение с показателями конкурентов. Сравнение эффективности рекламных каналов по показателю "стоимость привлечения потенциального покупателя". Выбор рекламных каналов для оптимизации маркетингового бюджета.
Пример отчета по исследованию рынка бетона (пакет для малого бизнеса "Обзор рынка"). Для исследования использованы методики: кабинетное исследование, экспертные интервью.
Оценка восприятия торговой марки, упаковки печенья в сравнении с конкурентами при помощи фокус-групп. Тесты запоминаемости, сравнения, монадический тест, тест ассоциаций
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.
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.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
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.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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.
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 AC T E R I S T I C S A N D Q U O TA 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%
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:
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)
Free samples
Child-thematic sites
Advertisement in
hospitals and clinics
Advertisement, promo
in retail stores
Word of mouth
(hospital neighbors)
TV
Magazines
I didn’t find my usual
brand and had to buy
this
Word of mouth
(hospital personal)
Events, exhibitions
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)
17. 17
Places to meet the current brand
Total Huggies Elite Merries Moony
Pampers
Premium
GOO.N
Word of mouth (friends,
relatives)
Free samples
Child-thematic sites
Advertisement in
hospitals and clinics
Advertisement, promo in
retail stores
Word of mouth (hospital
neighbors)
TV
Magazines
I didn’t find my usual
brand and had to buy this
Word of mouth (hospital
personal)
Events, exhibitions
18. 18
Places to buy diapers
First pack NB-size Nowadays
Baby Shop
Hypermarts
Online
Drugstore
Retail store not far
from home
Free sample in
womens’ clinic
Gift
BABY SHOP HYPERMARTS ONLINE DRUGSTORE RETAIL STORE NOT FAR
FROM HOME
FREE SAMPLE IN
WOMENS CLINIC
GIFT
First pack NB-size Nowadays
19. 19
Places to buy diapers
First pack NB-size Nowadays
Detskiy Mir
Korablik
Deti
Dochki&Synochki
Olant
Academy
Happich
Karapuz
Karusel
Mladenetc
Sovenok
Detskiye Schtuchki
Bright
Baby Shops:
Bright
Detskiye Schtuchki
Karapuz
Karusel
Mladenetc
Sovenok
Academy
Happich
Olant
Deti
Dochki&Synochki
Korablik
Detskiy Mir
Nowadays NB-size First pack
20. 20
Places to buy diapers
Hypermarts:
First pack NB-size Nowadays
Esky
Ozon
Akusherstvo
Olant
Mallstreet
Wikimart
Utkonos
Babadu
Detskiy Mir
Korablik
Mladenetc
Podguznik.ru
Ulmart
Dochki&Sinochki.ru
My toys
Enter
Nanuka.ru
Pampers.ru
Youmai
mamagazine
apteka.ru
merries-moony.ru
Top-topBbay
Online stores:
First pack NB-size Nowadays
Auchan
Metro Cash & Carry
Magnit
Okey
Perekryostok
Lenta
7 Continent
Karusel
Real
Selgros
Bystronom
First pack NB-size Nowadays
Auchan
Metro Cash & Carry
Magnit
Okey
Perekryostok
Lenta
7 Continent
Karusel
Real
Selgros
Bystronom
21. 21
Alternative brands usage
Brands ever boughtMost of those, who ever tried GOO.N,
use GOO.N, Merries or Moony now:
Bella Happy
Casped
Lovular
Helen harper
Molfix
Moony
GOO.N
Libero
Merries
Huggies
Pampers
CURRENT BRANDS
Huggies Elit Merries Moony
Pampers
Premium
GOO.N
BRANDS
EVER USED
Pampers
Huggies
Libero
Merries
GOO.N
Moony
22. 22
Alternative brands usage
Brands ever boughtMost of those, who ever tried GOO.N,
use GOO.N, Merries or Moony now:
CURRENT BRANDS
Huggies Elit Merries Moony
Pampers
Premium
GOO.N
BRANDS
EVER USED
Pampers
Huggies
Libero
Merries
GOO.N
Moony
0 50 100 150 200 250
Bella Happy
Casped
Lovular
Helen harper
Molfix
Moony
GOO.N
Libero
Merries
Huggies
Pampers
23. 23
Alternative brands usage
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
I’ll buy it online
I’ll buy another
brand
I’ll wait few days
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
I’ll buy it online
I’ll buy another
brand
I’ll wait few days
25. 25
Alternative brands usage
CURRENT BRAND
Huggies Elit Merries Moony
Pampers
Premium
GOO.N Total
ALTERNATIVE
BRAND
GOO.N
Merries
Pampers Premium
Pampers Active
Baby
Huggies Ultra
Comfort
Huggies Elit
Moony
Libero Up & Go
26. 26
Alternative brands usage
CURRENT BRAND
Huggies Elit Merries Moony
Pampers
Premium
GOO.N Total
ALTERNATIVE
BRAND
GOO.N
Merries
Pampers Active
Baby
Pampers Premium
Huggies Elit
Huggies Ultra
Comfort
Moony
Libero Up & Go
27. I M A G E A N D S AT I S FAC T I O N L E V E L
29. 29
Associations with diapers brands
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
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)
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
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
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
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
32. 32
Satisfaction level of
Quality Brand image Availability in stores Price Assortment Promotion
Average
1 point
2 points
3 points
4 points
5 points
6 points
7 points
8 points
9 points
10 points
33. 33
Reasons for low satisfaction level of
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