Cs Pampers 22fgdfgdf

Embed Size (px)

Citation preview

  • 7/28/2019 Cs Pampers 22fgdfgdf

    1/12

    CASE STUDYPampers /

    This article appeared in Contagous issue Twenty Two.Contagous is an intelligence resource for the

    global marketing communiy focusing on

    non-tradiional media and emergng technologes

    www.contagiousmagazine.com

    For more information please contac the team on

    +44 (0) 20 7575 1998 or [email protected]

  • 7/28/2019 Cs Pampers 22fgdfgdf

    2/12

    ty / /

    bottoms up

  • 7/28/2019 Cs Pampers 22fgdfgdf

    3/12

    CASE STUDY /pAmpErS / BoTTomS Up /For ThE FirST-TimEr, ThE DEFining

    ACCESSorY oF pArEnTing mAY wEll

    BE ThE DiSpoSABlE DiApEr. YoUll

    nEED To ChAngE YoUr BABY oFTEn,

    AnD whAT AT FirST iS novEl AnDvAgUElY AmUSing Soon BEComES A

    griTTY TASk. monThS on, YoUll FinD

    DiApErS STAShED in olD CoATS AnD

    UnDErnEATh CoUCh CUShionS, rEADY

    For ThE momEnT JUnior BEginSwAiling. ThATS pArT oF ThE STorY oF

    pAmpErS, ThE BiggEST DiApEr BrAnD

    AT ThE BiggEST ConSUmEr pACkAgED

    gooDS CompAnY; iTS UBiqUiToUS All

    ovEr ThE worlD, in nEArlY EvErYmArkET. BUT ThErES morE To ThE

    BrAnD ThAn mErE SATUrATion /

    BY niCk pAriSh /

    oto 52 / 53

  • 7/28/2019 Cs Pampers 22fgdfgdf

    4/12

    It s dffcut t eay paes sfcace testabe f pcte & gabe, te bes aest csue

    acaed ds (Cpg) aufactue. paes s a

    stadad-beae f te Ccat, o cay. oe

    f p&gs 23 b-da bads, paes but

    axatey $8b (5.9b) et saes 2009.

    it as a ada, Afed gda, ceate dect at

    Bet & Bes, as cedted t ceat te

    paes abe. i 1961, deste te uxuus-sud

    ae, te daes ee tte e ta ae fuff

    betee t astc seets. Sce te, te bad as

    aceed success tu ctua at beaf

    f ts utate taet: babes.

    its estated tat te fst t yeas, a cd

    eed 5-7,000 daes, a te a seus used

    cst ad a aj t f csdeat f aets.

    But des paes eac aets f te duat

    f babys e-tty taed exstece? wat s p&g

    d t stae ff cett f a kbey-Ca

    bad hues, ate abes ad ec-fedy ts

    e Seet geeat ad Eats Best, a e

    t ts csues, exad te budaes

    f ts eats ad ctu t ate beyd te

    absbet ad t c Afed gda ut a ae?

    it tus ut se f te st teest exeets

    ea sca, eata deyet, duct

    at ad cause aet ae ae aud

    te ey ftabe babys bacsde, ad p&g s steady

    ta a eades st tese effts.

    i paes case, ts fte te tabes tat defe

    te bad. wpp-ed aet eseaces mad

    B ots atest BadZ T 100 mst vauabe

    gba Bads st as paes, a ece, at

    #31, just abe nted, t a assed aue f

    eay $19b t a deee f tat cassfcat

    based ue bad euty, sa t a uxuy bad. i

    a catey ee at as bee ey, te et

    says, paes as e beyd fuct t ceate a

    eta bd t csues. Te a s cedted

    as a d exae f dedcated bad-bud e a

    ed f te ay ff.

    Innovation under pressure

    Ts ctet t te bad s at a esse t abd

    cett. Yud baby t f Ce ad pes as a

    eated bad batte, but paes s. hues edes t

    ut. kbey-Cas dssabe bad cet ast p&g

    te d-1990s ad assued eades te seet,

    e a ast 14-t ead te paes bad

    by 2001. By fa f 2004, tu, paes ad csed

    t t tee ts. Te tuaud cae, accd

    t p&g, f a sft f aea t aets eads t

    te eats, a t tats bece te ey t te bads

    aet. Sce te, tu, te ace as tesfed,

    t te ecess fc csues t be ee e

    ce-cscus a aeady cst-eted catey.

    paes ue acs ae t stad ut aast te

    cett, ete tats k-Cs hues, pcte &

    gabes lus aue bad, ate abes ad

    ec-bads. Abe ce, csue cce te dae

    catey s based ft ad te ducts cesd

    abty t cta esses. its uey t be ay csat

    t p&g, but bt t ad kbey-Ca ae fee te

    c f ate abe bads, c cst aeae

    af te ce f te uaet fes. i te fst uate

    f 2009, ut saes f ate abe dssabes ee u

    4.5% t 6.6 t cut saes at waat ad

    bu acae ebes s sts e CstC

    ad Sas Cub.

    p&g aeas t be esd sdy, tu.

    Adets ad e duct auces, bt f c

    paes s e esed, ca use te ae stets f

    te bad t cute ce cesats. Te eta

    aea s ce t ts ctued eea, a

    sybtc eats t te st f at ad

    sece sted by fe p&g CEo A.g. lafey.

    lafey sued at ad tea t s

    te ead te cay, tu fudaetas,

    cud ts uet tae f s teatse ceate

    cae, The Game-Changer: Caes eed t

    see at...as set tat ca bece ute

    ad etdca, ta adatae f te caabtes f

    day ee.

    Ts as ad eaabe esuts te paes e,

    sa a ast bbca sees f successs.

    Te bad baced ad dded t e ducts

    t e s cae f te babes at dffeet staes

    te deeet, a asse custe base

    cete cce ee baby dy. paes beat

    paes peu, c eceded Baby Staesf Deeet, c beat Fee lea ta

    ats, c beat Saddes f ebs ad te

    yaeec Saddes Seste ad Baby Dy t

    Catea Fex, te te Sy Dy ffst Eue,

    Cuses f babes f ca ae, te Cuses t

    Dy max, Cae n g ad ay e.

    Te ast t, Cuses t Dy max ad Cae n

    g, ae eas te st tat because teye

    te eest ad te eatest tests t date f paes

    attets t b dta adets ad Crm tates

    t bea duct auces ad cute ea

    facts e ecacet f ec-bads ad hues

    pue & natua e.

    ty / /

  • 7/28/2019 Cs Pampers 22fgdfgdf

    5/12

    oto 54 / 55

    Companies ned to se innovation...

    as something that can become routine

    and methodical, taking advantage of the

    capabiliies of ordinary people.

  • 7/28/2019 Cs Pampers 22fgdfgdf

    6/12

    Eac f u csues s dffeet, but tey ae e

    t c c s a dee teest ad cae f

    te babys deeet, says Ady Day, aet

    dect, ba paes dta aet at p&g. T be

    e eeat, e as ta u ffe t u based

    te ae f e baby.

    Best te st f ats s a decease ass;

    e effcet absbecy eas ess dae, c

    eetuay eads t a educed aut f aste adfs.

    we bads e Seet geeat, c exeeced

    a 40% yea-e-yea saes se ts dssabe dae

    duct 2008, tut te ec-cedetas, paes cat t ecet duct at suc as a decease

    ut et ad aca as ctets t aste

    educt.

    Te Cae n g eesets ate effcecy--

    des us. Te daes, c ae be test aeted

    e adace f a ssbe fu-scae ut, featue

    eabe, fusabe sets sde a se-eaet

    dae; tat eas ceece f aets te e

    ad ess aste.

    Seeking out parents

    As ceta as sde at s t paes success,

    te bads asse adets sed eues ecs

    ad ceat betee ute as de teset ufed essa aud ts ba ducts.

    Saatc & Saatc, ne Y as bee ad ae

    adets sce t te busess f DAcy masus

    Bet & Bes, ne Y 2002, t a ba

    csdat tat sa Saatc (c eusy y

    ceed Eue f te bad) tae u te best cu

    f te accut, estated, at te te, at $50-75 .

    meda buy s cducted by Stac medavest

    gu ad cucats a by Caat.

    last sue, deedet StabeyF beat

    ut Dtas ad Bde wdde t tae te ba

    dta busess aay f cubet Ctca mass, a

    sus atet c se dusty suces

    sad as ecsey due t StabeyF a acaacte ue pcte & gabe. Dta accuts

    f y abut t ecet f te budet, but t sees

    cea paes deads a dstate aut f

    attet ad eaed eda t ce f te eb.

    Ts s te fst ba eeat f paes s

    ae u dta, says iaa Byat, cef

    statey ffce at StabeyF. Tee ae e e

    aet tuas tat exst te be ad dta ea

    tat dd t exst ee te yeas a, f Faceb

    baby auceets t deey teets. ou

    bjecte te tc as t b paes efu

    bad euty t te dta ae.

    paes e as a fed ude aets

    tas ad jys s ceta t ts tasfat. mus ae

    tu t paes t de a duct ad a sece,

    a utty t e te bece bette aets. Ad ts

    tast t tusted ads p&g s ceasy fcus

    ts effts bec a eda cae.

    paes.c, te paes vae, as eauced

    nebe 2008 by Ctca mass ad Saatc &

    Saatc iteacte as a ub f ay ad a fat

    aets ay ae te cd-ea cess, as e

    as a atf t b aets tete. Te ste featues

    sca et fucts ad te eeaed exetsef te paes paet isttute, addt t featues

    e dets t tac baby deeet ad cse

    aes. Te ste attacted 1.6 uue sts

    Jauay, accd t Cete.c. its t efee

    s Faceb t 10.17% f efeas,

    tat a cet d f ut s t te bad.

    pat f te asset f a bad e

    paes s exted ts ead e te cett; ts

    a eu duct, s u us exect us t ae ts

    ad seces tat as e as te daes d, tat

    te deces teye aeady us, says ke

    mcke, StabeyF execute ceate dect.

    F e, i see uc f u e as sy be usefu.

    Ts st suc a asse sft, tu ffe eas exsted stas ad dcts suees,

    cdbt educat ad laaze casses, a ssed

    by paes. paes aca but fat

    e, t te Bac T See essa Saddes

    acaes eass educt f Sudde ifat

    Deat Syde ad ac te baby cecty ts

    cb. paes es fa beyd daes t tuy cae f

    babes e ta st ee ease, says Saatc

    & Saatcs Ts gates-Baus, te ba ceate

    dect paes.

    Future channels

    A e paes tate A Parent Is Born bdes

    te a betee te futue f FmCg aet ad teast, aey te dayte sas p&g ssed f 77

    yeas. last Decebe, te cays ast ea Tv

    ety As The World Turns as e e ast yea,

    use a e aac t etetaet f p&g

    pducts.

    ru YuTube, paes.c ad myCast,

    te st-f eaty s fs a cue, Stee ad

    Suze Bast, tu eacy ad bt t ay

    a paes u t be see. Cast, fed ad st-

    duced by lAs ZZ gu, te sees s a b ste

    f p&g, c teds t test extesey, yet accd

    t Ad Weekddt cduct uc eseac A Parent...

    ty / /

  • 7/28/2019 Cs Pampers 22fgdfgdf

    7/12

    oto 56 / 57

    pampers village /

    drew brees /

    p&g/

    gettyimaes/

  • 7/28/2019 Cs Pampers 22fgdfgdf

    8/12

    ty / /

    Aaabe etcs ad ctca assesset suest te

    s t bece a iteet ee (1300

    es myCast ad accusats f badess

    AdAge). peas te us f a eacy, fa eed

    f te fes-ad-astes at, eet dected

    accuatey eu; te sees dest stad u t te

    autetcty test f say e audeces. hee, ts

    ess t tae a ut suests tat p&g ay

    be adt a e be ad exeeta aac

    t ts aet x.

    lucas wats, p&gs ba ead f dta, se

    tu p&gs as paes ad lus

    ad as ecety c-stated a sees f bde dtaexeets c ay e f use t te paes

    bad. last yea, wats ased a Dta hac

    nt ee dzes f tees f te dta ea

    ed t eeae sca ets, se T-sts t

    ase ey f caty a fezed ee. oe f u

    ce ses s cabat t u cets ad

    t te aeces. we e t e sus,

    ate t best cass taet ad ates t

    tete t dee deas, says iaa Byat.

    Buying online

    As f a bads eet eu, a aj cce f

    paes dta fate ae a atfs. As te bad

    beces a csue ub as e as a fateesuce f aets, te cay s sft t

    e-cece, c aes u ude 1% f cuet saes.

    Tas at p&g ae catauted t t te tcy st

    f cet aast waat.c, Aaz.c ad

    secaty stes e Daes.c, e st ea

    ya t ts eta ates.

    Sud wats ad p&g ste a cd t csues

    ad e te eede a ecetae t t t, t

    ud e ucate. Cuety, te -se uses f

    paes.c ceed t buy ae set t eta ates

    t cete te ucase. p&g auced eae ts

    yea t as auc a t eSte ae t

    5,000 csues ad a aay f ts ducts t ate

    data ucase beaus ad at s eeta. Te ste s ed ad eated by pFSeb f

    pa, Texas, c as aaed e eta f seea

    te caes.

    we ecuae paes t t ad act e a dta

    bad, t a tadta acaed ds bad. F

    acaed ds bads tat a cucat yeas

    adace, t e a dta bad eas ett t

    aet ucy, beta test, ebac e teces

    ad ee est yu aues, Byat says.

    Staying in touch

    Ate aj asect f paes buet s ts

    eats ae, c es tu sca

    eda, cu aes, be uteac ad

    e t ee te cect t tes ae. p&g

    as ebaced ts ube-cected fas ad ebdeed

    te t bece bad steads. A te st

    taed-abut f tese taes ae te ybes.

    paes as ed e, at cfeeces, ad

    2008 t ee but 15 f te st fueta t ts

    eaduates, t f te ad tu beeft f

    te fuece.

    maet paes as tadtay bee fcused

    ceat a dee cect t csues, says

    paes Ady Day. Sce u taet accuts f y

    2% f te uat e ae ested bud e--e eatss. Tadtay, ts as bee tu

    dect a but as dta beces e tat f

    u ee adat u aes t ee tuc

    t e eeds.

    But t st aays ceey te sca eda sace.

    Eae ts yea a ty (yet cfeus) u f e

    cetats fexed te usces paes.c

    ad ua e eta stes, decy te Dy max

    daes as -ftt ad a ste bac f eae dess.

    With a cause

    paes ates t UniCEF t e eadcate

    tetaus ebs as ected ey fe cats.

    Te cacuus s se; e ac f daes euas e

    acce.

    Te ae as bee y successfu, esut

    te dstbut f e ta 100 acces.

    ideed, t as cted by te auts f te BadZ T 100

    et as b t fe paes dea f ctbut

    t te aess ad e-be f tes ad babes

    aud te d.

    unice /

  • 7/28/2019 Cs Pampers 22fgdfgdf

    9/12

    oto 58 / 59

    Te execut, stat eay ad d fad,

    as bee dcate f paes bad statec tac.

    Eey e as befs t dee eat deas; te a

    s t sae ad u te bay, says gates-Baus.

    obusy se ccets ae ey secfc t ea

    ccustaces, ad ca ay deed ee

    teact t eda. But as e ae aays t

    deas fst ts aes t easy t ae ccets css

    es.

    Te UniCEF caa stated lat Aeca, sead

    t Beu 2005, te te Uk, weste Eue ad

    fay nt Aeca, us bac hues at eey

    juctue. By te te t eaced te US t ad aeady see

    20 cutes, a t aj ceebty edseet:oa wfey ad Saa haye.

    Ceebty as bused te bad ecety. i ts fst

    aj ject, StabeyF ecuted Sue B-

    uatebac De Bees f a ebf, c

    debuted a ee befe te b ae, cta ay

    tadta dae st tfs, but t a tst. Tee

    as te et test, t te bue ud. Bees adabe

    by ced. Te Bees bbed ftbas t hues

    ad paes daes f dfed ad caed te

    esuts. Te f cse te t qB; Bees jubat st-

    ae seec (t s Baye t) as ey a aj

    bst.

    Te vacue oycs sa paes exted a dae

    sss t te US teas babes. Te tte oycefus ee e baded ess f te Saddes

    ad Cuses t Dy max. Te ted edt daes

    aet sd stes, but paes es te setet

    bst te aed Dy max ut te secd

    uate f 2010. Eeyday aets, f cuse, cud

    et a fee tee-ac f eua paes a esse

    ae tated tade t te e

    ceey; f a seca baded dae as sde, te

    ucy baby eceed a yeas t f fee daes. T

    ebes f te US tea, seedsate Cad hedc

    ad seet bb sede de nee pus-pace, et

    oyc bs at paes.c, sa ts ad

    des f te oyc exeeces.

    Developing: babies & economies

    Accd t te Financial Times, e 30 ecet f

    pcte & gabes aua saes ce f dee

    aets. B paes (ad te weste dssabe

    dae cutue) t te as bee a caee p&g as

    aded uuey.

    h bt ates (ad sed daes)

    cutes e ida ea b tutes f paes,

    s ts ta te s te ad, b te sae

    educata tates t uses te west t ete

    ts Asa, ee d-t-d se cases

    ida. Te bad as set te a f e b e

    custes dee aets.

    i te case f Ca, sce ts auc 1998, paes

    as see us ad ds. Te dssabe s cutuay

    ae t Cese scety, t babes ea ct

    daes, kaidangku (st ats) t at a. But

    paes s te t see, tas t ate

    ts ta t a ce d f baby ata.

    A aj efft ed b csues aay

    f ct daes. Dubbed gde See, t aeaed

    t aeta de t a csue-eeated eda

    cet (aets uaded ts f te cd

    see) but as stessed te tace f a d

    ts see f eta deeet. reseac bea

    2005, ad 2007 te caa auced, t cacaas, a e det t tac see attes

    ad a educata dcuetay. Te 200,000 see

    baby ts ee tued t a asse t-tae

    Saa. paes, as a esut, e saes ue

    by 54 ecet ad added e 100,000 aets t ts

    eats ae.

    Hitting a moving target

    Sce y a ceta ecetae f e ae eat

    at a e te, paes as a taet f yu

    aets (c t uts at 2% f te US uat,

    sx ). E dta aes ae teefe

    efect f ts audece. mute cyces ad

    teats ae eac eac e eeat f s,

    t te eest a a dffeet eats t

    tecy ta te ast, a cstat efes.

    meae, te tadta ft, paes essa

    s sdy ted t baby eess ad ts UniCEF

    ates, t educate easues ae

    stas ad ccs a e te be. Yu cud ut

    ts baby t bed ad t ud see a sd te us,

    but e dt see aye ed paes aet

    sz.

    Nick Parish is editor, Contagious North America

    p&g/

    gettyimaes/

  • 7/28/2019 Cs Pampers 22fgdfgdf

    10/12

    AnAlYSTS inSighT /By Jeey Edads / Xtee ist /

    oto 60 / 61 ty / /

    Ts eu ceece bads ss as t

    ee babes cea ad dy s tes ad babes

    cud ejy cftabe fu. Tday paes aet

    teds t fcus e te t as f educat ad

    etetaet.

    Te bad as a deey teated, ut-atf

    aet x: cud -ste tates, badcast

    Tv, aet aazes, utd ad dect. But

    ceasy, ts fad- bad s fcus

    ts acs aud baded etetaet, dta

    dscuss ad educat.

    paes as a eay e -tadta

    atfs. Bac 1987 t set $50,000 t featue

    Three Men And A Babyad ecet statstcs suest tctues t e ey t duct aceet ad

    te-fcused dta saces. muc f ts dta actty

    s based aud d aet educat ad m2m

    (te-t-te) cesata atfs.

    Te bad as a aet ead ebste t e educate

    aets ad eatcae fessas. i ate 2009

    paes auced ts eb-based e dcu-

    sees caed A Parent Is Born. reaty-stye ebsdes

    aed t autetcay f te es f a cue tu

    te fa staes f eacy, sadced, f cuse,

    betee bad ts. Ts tate s at f

    p&gs $50 us t s-caed easued eda.

    pubc eat essaes ad baby educat caas

    ae bece ceasy c suc as te Bac

    T See tate t e eet Sudde ifat Deat

    Syde. Ts e fcus s as edet f uc

    f paes pr ad CSr , c cudes

    te bac f eat ad educata tates suc

    as mac f Des (a US caty dedcated t eet

    bt defects ad eatue bt).

    oe f te bads ext caees be t

    cbe educata essbty t eeta

    essbty as e tes cect te futue

    efae f te cde t te aet tey et.

    Ate caee s t successfuy dee a

    csstet ad cdated cucats statey

    acss ts ast ae f sub-ducts ad extess.F kad ad Bbstes, t Saddes ad Cuses,

    tee as bee a se f e duct auces s

    ff te ee-eset aet bad ad be ceet

    acss tese aes ay e tu.

    o te ste sde, a ecess-de se atue

    aet eaces ad te s-t-ae dtu

    baby b cud de a bst f te bad, afte

    yeas f statc uats ad fa bt ates.

    Jeremy Edwards is director of marcoms consultancy

    and Contagious sister company Xtreme Insight

    www.xtremeinsight.net

    Challenge / ThE whiTE-hoT CompETiTion

    oF ThE DiApEr mArkET iS UnDErESTimATED

    BY oUTSiDErS, BUT noT BY p&gS pAmpErS,

    whiCh SEES kimBErlY-ClArkS hUggiES in

    iTS rEArviEw AnD grEE n AnD hoUSE BrAnDS

    CrEEping From ThE SiDES. mEAnwhilE, ThE

    CompAnY iS miSSing oUT on ThE Booming

    E-TAilEr mArkET. ADD in ThE FACT ThAT

    EnvironmEnTAliSTS poinT FrEqUEnTlY To

    DiSpoSABlE DiApErS AS lAnDFill-BUlging

    villAinS AnD Booming popUlATionS oF Un-

    DiApErED BABiES growing Up in BrAZil AnD

    inDiA AnD YoUvE goT A mAJor ChorE /

    Solution / iTS ThE proDUCT iS ThE mAnTrA,

    wiTh DEvElopmEnT AnD SUBSEqUEnT nEw

    proDUCT lAUnChES BEing AT ThE ForEFronT

    oF pAmpErS ArSEnAl. ThE BETTEr iT FiTS

    BABiES, ThE BETTEr ThEY gET on, AnD ThE

    hAppiEr EvErYonE iS. ThE BrAnD iS AlSo

    Evolving A CorE oF DigiTAl EXpErimEnTATionTo EmpowEr AnD EDUCATE ThE AUDiEnCE

    AnD CommiTTing BUDgET To ECo innovATion.

    mEAnwhilE, EnormoUS CAUSE mArkETing

    EFForTS ArE inDiCATivE oF pAmpErS

    CommiTmEnT To SCAling Up SUCCESSFUl

    loCAl SolUTionS /

    ReSultS / pAmpErS iS EDging oUT kimBErlY-

    ClArk To lEAD ThE DiApEr pACk onCE morE.

    AFTEr STrong ConSUmEr-gEnErATED mEDiA

    CAmpAignS AnD wEllnESS mESSAging, iT

    now hAS DominAnCE in ChinA, A mArkET ThAT

    wAS CUlTUrAllY CloSED To DiSpoSABlES

    JUST ovEr TEn YEArS Ago. nEw DiApErinnovATionS likE ChAngE n go promiSE

    To CUT wASTE, whilE iTS EASiEr ThAn EvEr

    BEForE For momS To BUY DiApErS onlinE

    AnD ConnECT wiTh oThErS To ShArE AnD

    lEArn. wiTh A BrAnD vAlUE oF $18.9Bn,

    pAmpErS rECEnTlY rEporTED rECorD

    DiApEr vAlUE ShArES in FrAnCE, gErmAnY,

    grEECE AnD ThE Uk. A millwArD Brown

    SUrvEY rAnkED pAmpErS AS ThE UkS moST

    TrUSTED BrAnD, SUggESTing ThAT in ToUgh

    EConomiC TimES, ConSUmErS ArE lESS

    likElY To SpEnD monEY on BrAnDS ThEY

    DonT TrUST /

    photo/Jamegramston

  • 7/28/2019 Cs Pampers 22fgdfgdf

    11/12

    ty / /

    01

    pR

    pR

    pampeRs / bRaND map /

    01

    $8bN

    01 /RivalRy aND RewaRD

    i th 24 oth t th, h

    o 5-7,000 . it h

    o , tho, tht p

    o o p&g 23 o-o ,

    $8 t 2009.

    Th p o 59 y

    o, yt th ott to

    oto o h o

    t h kt t yoth, th

    kt to t ht

    o th h. Ho, p

    otto o o-

    Ky-ck H

    - hh took th th toy th -90, ot to o k

    k th p&g th us.

    Th o o o

    to o -oo. i

    th t qt o 2009, t o

    t o 4.5%

    to 6.6 o.

    p&g t ot oto

    t kt

    o th

    o.

    02 / exteNsioN aND eNviRoNmeNt

    o p&g ceO a.g. lfy t

    th ot o oto

    to th oy o. a t,

    p th h ot

    oto xto, h

    to to t oth t y

    t o th ot.

    o l t t to

    s o o, th h

    o p ot th

    t o h ot ht t

    o otto o o- k

    sth gto, hh x

    40% y-o-y 2008, H p &

    nt . c th dy mx

    ch n go th t to,

    t p ttt to

    t ht; o t

    oy , hh

    ty to ot

    o t . Th ch n go,

    ty tt kt o

    o - oot, t

    o, fh t

    -t ; tht

    o t.

    03 /paReNts aND platfoRms

    a to o t ho h

    o t y

    t to th o o

    to ot ty o. a

    t, th p o

    h o o tty, t t

    to th th t o thoo.

    p.o -h

    no 2008 h o oto

    o th h- o,

    to to t toth. Th

    t t o tok to

    t to tk y ot

    hoo . it ttt 1.6 oq to oth. 10.17%

    o o thoh ook,

    ho th t o o o oth.

    p&g poto, th oy

    ttt , h a pt

    i bo, hot-o ty ho

    o YoT, p.o

    moyct, ot th

    joy o o thoh

    y th. dt ty

    o , a pt

    t o th ott to

    xtto.

    02

    eveRy

    stage

    02

    ChaNge N

    go

    03

    1.6m

    visitoRs

    03

    gRowN upDigital

    02

    iNNova-tioN

    03

    uti-lity

    03

    10.17%

    faCebook

    01

    Rivalhuggies

    02

    less

    waste

    01

    59

    yeaRs

    02

    eCo

    bRaNDs

    03

    pampeRs.

    Com

    01

    pRemium

    01

    pRivate

    label

    03

    mommy-

    Cast

  • 7/28/2019 Cs Pampers 22fgdfgdf

    12/12

    04 /Retail aND RelatioNships

    i y 2010, p&g o o

    to -co ty 1%

    o o th p . Th

    th Oho hoth th t

    oto o ot th t

    k wt.o, o-

    oy azo.o ty t

    h d.o. Th t

    ot sto o to tt

    th 5,000 o y o

    pot ot p to

    th t o h ho

    ht ok o t.

    mh, p toho ot o ,

    oo o o

    oth.

    rh ot to th otooy o

    q o oyo, 2008

    th oy oht 15 o th ot

    ft to t hqt, to

    o th t t o

    th f. p ay dy

    y: s o tt ot o oy

    2% o th oto h t

    o-to-o toh.

    05 /maRkets aND miNDsets

    Th T ot tht o 30% o pot

    & g o o

    o kt. Th hh th

    t k i h o

    t to th p , hh

    h t th o o o

    to kt.

    i ch, h th o

    ty , p o th

    to , thk to ooto h

    go s. pt o

    hoto o th h to

    t, hh o ot t to

    tk tt too. 200,000 hoto o,

    p o y

    54%, o 100,000 t to

    t toh o. mh,

    p th th unice to

    h t o tt (h

    k o o q o )

    h t o th 100 o

    . Th lt

    a, to b 2005,

    th wt eo y noth

    a, ott oth p

    o o o ot.

    06 /spoNsoRship aND spoRt

    dt y o o styo

    ty t s bo-

    qtk d b o ,

    hh t o k o th

    . Th oo o th ot

    o th tto ot, ho

    b o th q t tt

    th o oot to H

    p o o to

    o th t. b ot-

    h, th h y o

    h , otto oot o th

    .

    p o tt s c, ot th t

    to Oy , to th h

    o th us wt Oy tht. no-

    ot t o t th-

    k o p o

    o h th th o

    oy;

    , th ky y y

    oth o . To o

    th us t o kt Oy o t

    p.o, h hoto o

    o th Oy x.

    04

    mommy

    bloggeRs

    05

    uNiCef

    05

    global

    + loCal

    05

    Develop-iNg woRlD

    06

    fatheRaND soN

    04

    1-1

    RelatioN-

    ship

    05

    vaCCiNes

    06

    olympiC

    giveaway

    04

    out-ReaCh

    05

    golDeNsleep

    06

    pRpush

    oto 62 / 63

    04

    5000

    testeRs

    06

    supeRbowl

    04

    stoRe

    05

    1bN

    CustomeRs

    06

    fRee

    DiapeRs

    04

    beha-

    viouRs

    06

    blogs