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Huggies Pull-ups
Summer 2011 Intern Project
Benjamin Pressman, Jena Silverman, Helana Zhang, Karis Low
August 8, 2011
2
Contents
– Background
– Primary research
– Insight & Strategy
– Target
– Media mix
– Big Ideas
3
The Beginning
3
#1 selling disposable diaper in US#2 selling disposable diaper globally
– First disposable diaper entry into the marketplace since Kimberly-Clark was created in 1872. Kimbies was created in 1968
– Could not compete with its competitors
– Huggies was created in 1978
– New brand vision with superior leakage technology
– Previous Tagline: “Huggies Makes Happy Babies”
– Current Tagline: “Enjoy The Ride”
4
I’m a Big Kid Now– Huggies introduced Pull-Ups in 1989
• Training pants offered for both genders of all sizes
• Partnership with Disney for fun, popular designs
• Easy Open Sides:o First ever training pants to offer this
• Enables toddlers to feel grown up by:o Learning the difference between wet and dryo Allowing them to adjust at their own paceo Providing a back up plan for occasional accidents
5
Huggies Infant Diapers
Huggies Pull-Ups
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Disposable Baby Product Industry
– Sales projected to remain flat or even decline through 2015 ~ $3.4 billion
– Recession’s impact
– Parents are price sensitive & spend more time looking for deals
– Many people delayed having children – fertility rate declined 1.8% in 2008
– Rise of private label – increase of 3% of market share to 17.1% in 2009
– Discounters – 3 out of 4 mothers surveyed shop at discounters such as Walmart and Target
– Diaper sales declining – fell 2.4% from 2009 to 2010
– Other disposables’ sales rose from 2009 to 2010
– Wipes rose 3%
– Cleansing/care products rose 1.9%
*Mintel, March 2011
Market Share
P&G
Kimberly-Clark
Other
7
8
Competitive Social Presence
Huggies Pampers Luvs
Likes 233,582 765,285 55,080
Huggies Pampers Luvs
Followers 8,529 36,413 1,565
Following 7,613 1,762 308
Tweets 3,970 4,549 613
Listed 372 473 59
Klout 58 64 37
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Competitive SOV
• Twitter counts for Luvs impacted by ‘luvs’ being a common twitter word, not related to the brand• Pampers leads SOV by a good margin
Pampers Huggies Luvs
Without Twitter 205,569 140,649 38,908
With Twitter 322,804 205,268 286,366
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Word CloudPotty Training
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Word CloudPull Ups + Potty Training
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Word CloudHuggies + Potty Training
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Mentions Breakdown
Media Potty TrainingPull-Ups & Potty
TrainingHuggies & Potty
TrainingBlogs 54,550 1,359 1,386Forums 97,864 5,612 677News 3,534 41 43Twitter 50,985 245 171
Large drop-off in potty training conversations when adding in either Pull-Ups or Huggies to a search
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1950s 1990s 2008 2011
Founder, Victor Mills, was an American chemical engineer who revolutionized child care
with the invention of the disposable diaper
Introduction of value packs
Pampers delivered double digit volume growth and became P&G’s
first $8 billion brand
Pampers created a limited edition line of diapers with designs for boys and girls
Parents file lawsuit against Pampers’ Dry Max diapers for diaper rash
Lawsuit settled:- P&G will pay $2.7 million for
parents’ attorney fees- Give each child of the 59 plaintiffs
$1,000- Spend $400,000 on pediatric
resident training program and provide skin rash education
SOURCE: pampers.com
15
Pull-Ups is dominating the training pants
category
Sales are declining
SOURCE: Mintel, Oh Baby! Report
16
“The Up & Up diapers are very comparable to Pampers. They
are not as soft as the Pampers… I am very happy
with them and actually kicking myself in the butt for not trying
them out sooner.”
“I’ve used Parent’s Choice diapers for all 4 of my children
and thought it was a great diaper for the price… Last week… I
immediately noticed the ‘modifications’ and questioned
the product. Within the first hour, I knew the ‘improvement’ wasn’t
an improvement.”
“Up&Up” diapers | Target• Improved upon over the years and have also gotten pricier• Now more “cushy,” have thicker tabs, and are stretchier – all of which are more accommodating for babies who like to squirm and move around• ~10¢ cheaper per unit compared to Huggies
Kirkland diapers | Costco• Sizes are grouped together • Often compared to Huggies’ Supreme and Huggies’ Snugglers• ~11¢ cheaper per unit compared to Huggies
Parent’s Choice diapers | Walmart• Parents do not like the recent redesign
• said to be less absorbent and now lacks the elastic waist band
• ~5¢ - 14¢ cheaper per unit compared to Huggies
SOURCES: www.diapers.com; www.target.com; www.walmart.com
“I have 10 month old twin boys and I have used several diaper brands,
from the most expensive to the lower priced ones, and these are by far the best in quality and value.
They do not leak at night!”
Private Label Brands for Diapers
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Competitive Messaging - Pampers
• Major branding campaign – Every Little Miracle• Celebrating 50 years of Pampers• Supporting intensive care units around the country• Facebook promotion through Miracle Missions and Miracle Stories
• Miracle Missions – Community members support the mission and Pampers donates diapers
• Miracle Stories – Stories from the community about their children• Partnering with UNICEF to provide tetanus vaccines• Pampers Theater – Web series related to a variety of parenting topics
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Competitive Messaging - Luvs
• Branding campaign – Luvs Loves Your Baby• Poop there it is – controversial commercial• Blog – mainly broadcasts where discounts/coupons are available• PoopDeck – iPhone game – shoot dirty diapers from your pirate ship
19
• Parents often use one brand and then switch once their child reaches a certain age
• More keen about developmental milestones with the first child - Sometimes so focused that they don’t enjoy the experience as much
• Parents seek advice and knowledge from friends and family – including parents from daycare, parks and play-dates
• Family and Friends (more sensitive) > Blogs, Magazines, and Web (scare factor)
• There is a quiet competition between kids – “She learned how to swim already?”
• 1st child – Most open to brand messaging; Brand loyalty
• 2+ child – Enjoying the process; Whatever works
• If training pants are used, parents will most often use the same brand as the diapers they used for their child
Focus Group | Key Findings
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Babies R Us | La Cienega, Los Angeles, CAJuly 7, 2011
Walk-Through:
-Huggies and Pampers products are placed on the shelves right by the entrance
-Diaper products are lined up along the back wall with Pampers on one side and Huggies on the other
-P&G created a Pampers container ($50) featuring diapers, baby wipes, and a P&G coupon book valued at $30
-Similarly, Huggies has a Newborn Gift Pack ($30) featuring diapers, baby wipes, changing pads, and Desitin Diaper Rash Paste
-There are no training pants next to the potty training toilets
- Pull-ups emphasize Disney characters while Easy-Ups emphasize the mother and child as opposed to Dora and Diego
In-store Observations
21
In-store Observations
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Survey Monkey Key Findings
80% of parents pay close attention to their child’s developmental milestones
61% care that their child reaches developmental milestones at the same
pace as his/her peers
41% were/are extremely loyal to one diaper brand
Commonly based on trial & error, price and recommendations
88% of parents who potty trained their child used training pants at some
point
Top diaper purchase factorsFamily and Friends’ recommendationsTrial & ErrorTrustworthy NamePromotions and coupons
“My daughter has an allergic
reaction to certain brands
and types”
”Quality – good diapers are
worth it.”
“Licensed characters – my kids were fixated on certain ones”
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Potty Training
Time
Friends w/ Kids
Family
Price/Coupons
Internet
Social Media
MommyBlogs
Company Site
Store
DiscountHuggies Pull-Ups
Yes to disposable
training pants
No to disposable
training pants
Path to Purchase
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Available space to betop of mind
EstablishedBrand & Identity
First in category
Innovative
Partnerships
Funct ional
Open-minded
thinking
Perceived as a
secondarytool High price
Coupon driven
Negative word of mouth
Strengths & Opportunities versus Weaknesses & Threats
25
Huggies Pull-Ups Target
Demographics
Women aged 25-44with child(ren) between the ages of 1-5
Obtained bachelor's degree or higher 53%
Employed Full-Time 52%
HHI $60K+ 100%
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Open Minded•I like trying new things
Family Focused•Spending time with my family is my top priority•I try to eat dinner with my family almost every night•I like to shower my loved ones with gifts
Active•I am so busy, often can’t finish everything I need to in a day•I purchase products to help organize my life
Desire to make something of themselves•I enjoy showing off my home to guests•I consider myself sophisticated•I am typically willing to pay more for high-quality items
Huggies Pull-Ups Target
27
Introducing
Debbie McGinnis
28
29
What she shares with her family & friends
Family dog, Sims (his real name is Mango)
Making Smores with kids (She loves using Instagram)
Hanging out with girlfriends (It’s an adult tea party)
Kid’s first zoo trip (like mother, like Hippo)
30
30
50
70
90
110
130128
112
70
123
76
3849
35
Internet Magazine Newspaper
Outdoor Radio TV (Daytime terciles)
TV (Prime) TV (Total)
Top Media Quintile Usage
Magazine Types Index
Parenthood 445
Babies 407
Women 167
Home Service 146
Epicurean 166
News and Entertainment 123
Television Index
ABC Family 149
Disney Channel 257
Food Network 154
HGTV 189
Nickelodeon 259
The Learning channel 167
Movies
Index
Comedy 136
Romance 136
Family 154
Internet Activity Index
Used E-Mail 141
Made a purchase for personal use 181
Obtained childcare or parenting information 571
Visited a TV network or TV show’s website 167
Shared photos through Internet website 197
Websites
Index
Google.com 142
Yahoo Mail 142
Disney.com 503
Amazon.com 209
Facebook.com 200
Target Media Usage
31
Observation InsightWhile diapers are essential and coupon driven, training pants have higher price points and are used as an optional tool.
First time parents are more prone to actively seek out guidance and brands for their child to reach developmental milestones.
32
Strategy
Encouraging Pull-Ups as an essential milestone in the potty training process will allow Huggies to own the transitional space between diapers and underwear.
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the big idea
guidetour guidementormanualspecialist
“bible”templateteacher
reassurance
34
Media & Tactics
35
Huggies’ Current Media Mix
35
Magazines69%
US Internet Displays
31%
Pull Ups:• When looking at Huggies and Pull Ups together, magazines (69%) and US internet display (31%) continue to be the top channels of spending
Huggies: • A substantial portion of Huggies spending goes towards magazines making up 47% of their media mix
• The second largest spends are on SLN TV with 16% and Cable TV with 15%
Network TV4%
Spot TV0%
SLN TV15%
Cable TV15%
Syndication2%
Magazines47%
Hispanic Mags1%
Natl Spot Radio2%
US Int-Display13%
36
Projected New Media 2012 Spending
45%
12%
3%
10%
30%
Television30%
Magazine40%
Digital/Social18%
OOH8%
Promotion & Sponsorship4%
37
Parenthood:Parents
Parenting
Babies:American Baby
babytalk
Women: Real Simple
Hispanic:Ser Padres Bebé
Ser Padres
Magazines
38
Why?
Based on MRI, our target group indexes highly on reading magazines having to do with parenthood (445), babies (407), and women (167).
These mothers also more likely to consume Spanish language magazines (110).
So What?
-Advertise in magazines that value children’s developmental milestones and organization
-Form strong partnerships with each publication in order to take advantage of other marketing services including digital ad space, sponsorships, customized events, etc.
-Begin advertising Huggies diapers in baby magazines and segway mothers into Huggies Pull-Ups as they move towards general parenthood magazines.
SOURCES: MRI, Meredith Media Kit, The Parenting Group Media Kit, Real Simple Media Kit
Demographics
39
ALIGN ONLINE WITH PRINT
ALIGN FACEBOOK AND TWITTER WITH PRINT
Print ads
• Similar to a growth chart but instead, four pieces of a treasure map leading to the big milestone: Pull-Ups.
• Each piece of the map dispersed in various issues of a magazine
• Each poster has a code that can be registered online and once all four are registered, user will receive a coupon
• Q&A ad• Take questions about potty training from Huggies’
Twitter and Facebook pages and answer them via the ads
• Personalized response from baby experts:• Simple, informational, and drives mothers to
Facebook, Twitter, website, and stores (cross-promotional)
40
iPhone app featuring age-by-age development guides and searchable articles
Fit Generation
Signature sponsorships, Parent bloggers, and Newsletters
What They Have
SOURCE: The Parenting Group Media Kit
Change the Ages & Stages app to follow the new Huggies developmental milestones
Customized sponsorships and product sampling of Huggies diapers, wipes, and Pull-Ups
Sponsor a photo contest with kids wearing Pull-Ups, advertorials, and coupon inserts
THE PARENTING GROUP PARENTING and BABYTALK
What We Want
Magazine partnerships
41
Fit Generation Run/WalkParenting magazine
– Three event dates– June 18th: Denver, CO– July 30th: Minneapolis, MN – October 1st: Winter Park, FL
– Exclusive diaper sponsor at event
– “Diaper Dash” (children 9 and younger)– Personalized certificates
– Huggies Pull-Ups pedometers– Given for free at booth
– Event Promotion– Fit Generation website– Parenting Magazine website– Huggies website and Pull-Ups website– Huggies Facebook and Twitter page
“Achieve Your Milestones”
42
Baby Changing Tables
– Promote Pull-Ups at Disney resorts
– Pull-Ups pouches will be placed on every changing table
– Shaped like a Pull-Ups and contains compartments for storage
– Each Pull-Ups pouch will display a different Disney design
– Utilize Disneyland’s Baby Care Center by distributing Pull-Ups changing pouches
– Pull-Ups already offered there for purchase
Placing Pull-Ups at the top-of-mind as the “next step” in the potty training process
43
Interactive Floor Mat Displays
43
• Placed in major retail stores and mall play areas
• Interactive mat will display the Huggies Pull-Ups logo and an interactive game for toddlers such as hop scotch
• Each interaction will unlock the next step in the process of potty training
• When game is over, parents will be directed to where Huggies Pull-Ups are located in-store
• Interactive mat will not only be used to promote the actual product Huggies Pull-Ups but also the brand
44
Porta Potty Takeover“Start Your Potty Training Adventure”
– Installments placed in playgrounds and parks
– Footsteps leading up to the porta potty will display each step of potty training (Huggies Disposable Diapers, Huggies Pull-Ups, and the final step being the actual toilet)
– Changing tables will be installed in each porta potty with free samples of Huggies Pull-Ups
– Coupons will also be available for parents
44
Start your potty training adventure HERE
Brought to you by Huggies Pull Ups
Step 2Huggies Pull-Ups
Step 3Toilet!
Step 1Huggies DisposableDiapers
45
Television
– Commercial ideas– Older kids helping lost kids in diapers
– An older kid as the tour-guide around the bathroom/toilet
– Disney characters shown as mentors for getting through the process
– Making a quest for the toilet
– Short series on tips and guidance for potty training– Minute-long episodes shown before and after a long
program for children ages 1-5
46
Product/Brand Placement
The loveable same-sex parents, Mitch & Cam are about to start potty training their adopted baby, Lily. They go to Claire and ask about her experience with potty training her 3 kids. She tells them all about the specific steps and procedures needed to train and how it completely worked for all of her kids (except Luke who always seems to be the outlier). Mitch and Cam try with Lily but it doesn’t work. Their next option is to go to Jay and Gloria. Gloria suggests them to do it in a very aggressive way and that Lily will just have to learn. An unappealing method but they try it nonetheless, only to fail. They go to a baby store/pediatrician/other source and discover Huggies Pull-ups. They use the Pull-ups and go about their own way of training Lily and it works!
This episode can be all about the milestones that are relevant to the 3 families and how they find a new way of finding new milestones
A relatable familyLaughable experienceTeaches the viewers
47
Huggies Apps
– Toilet Finder App– Maps out closest kid friendly bathrooms
– Users can leave tips on best places to go
– Users can add new locations as well
– Toddler Translator– Joke app
– Silly expansions/translations of young children’s speech
48
Incorporate Pull-Ups into Huggies digital experience
– Current website and Facebook for Pull-Ups and Huggies are separate
– Showcase comprehensive product offering of Huggies
– Guide consumers from birth through potty training
– Build unified advice resource center on both website and Facebook
49
Social Sustain
– Develop a POV/Voice for each major social platform– Create posting strategy
– Test and adjust when/what to post
– Budget sufficiently for constant interaction
– Use social media to support all other ad campaigns
– Take advantage of customer service opportunities
– Advocacy programs
– Use influencers to drive social conversations
– Enlist celebrity Twitter users
– Sponsor local meetup events
– Create checkins and deals
50
Digital Sustain
– Social advertising
– SEO campaign
– Display/Rich media advertising
– Video advertising
– Custom content creation & sponsorships
– Social gaming advertising
– Content sharing
51
Retail Recommendations
Create Pull-Ups gift pack including Pull-Ups, toilet seat, stickers, potty training chart, and interactive CD
PlaceCars’ branded Pull-Ups by the Cars’ branded toilet seats
Improvepartnerships with vendors to insure that brands receive more space on the packaging
Present buying a toilet seat as a big event and as a Big Kid® gift Associate toilet seats with Huggies’ Pull-Ups
52
Questions?
53
Appendix
54 *Mintel, March 2011
55
How closely do you/did you pay attention to your child's developmental milestones?
Are you a parent or primary
caretaker of a child?
Answer Options Yes Response Count
Level of Attention1 Not at all Closely 0 2 0 3 2 4 6 5 0 6 15 7 Very Closely 18 41 41
answered question 41
How important is it/was it to you that your child reaches/reached important developmental milestones at the same time as his/her peers?
Are you a parent or primary
caretaker of a child?
Answer Options Yes Response Count
Level of Importance1 Not at all Important 0 2 2 3 6 4 8 5 8 6 11 7 Extremely Important 6 41 41
answered question 41
56
Once you decided on a particular brand of diaper, how loyal were you to that selection going forward?
Are you a parent or primary
caretaker of a child?
Answer Options Yes Response Count
Level of Loyalty
1 Not at all Loyal 1
2 1
3 5
4 2
5 4
6 7
7 Extremely Loyal 14
34 34
answered question 34
57
Desi
gns
and P
att
ern
s
Hosp
ital/doct
or
re...
Fam
ily a
nd f
riends.
..
Som
eth
ing y
ou r
ead ...
Tri
al and e
rror
Info
rmati
on y
ou r
ea...
Pro
moti
ons
(coupons.
..
Info
rmati
on y
ou f
ou...
Pri
ce
Envir
onm
enta
l C
on...0
2
4
6
8
10
12
What one factor was the most important in terms of fostering your sense of loyalty to a specific brand?
Yes
Other (please specify)
Licensed characters - my kids were fixated on certain onesHow well it "holds" my child's deposits.My daughter had an allergic reaction to certain brands and typescomfort and drynessQuality - good diapers are worth it.
58
0
5
10
15
20
25
Where did you get the most information on potty train-ing tactics?
Yes
Other (please specify)
daycareBooksI worked in childcare for many years so I used what I knewDiaper free by 2 classbooksbooks
How important was the availability of training pants as a part of the potty training process?
Are you a parent or primary
caretaker of a child?
Answer Options Yes Response Percent
Response Count
Not at all important 2 5.9% 2
Not too important 6 17.6% 6
Neither important nor unimportant 4 11.8% 4
Somewhat important 12 35.3% 12
Extremely important 10 29.4% 10
answered question 34
59
Always Only used them during
the day (morn-ing-night)
Only used them at night
It varied be-tween night
and day
Only when traveling
Never0
2
4
6
8
10
How frequently, if ever, did your child(ren) use training pants?
Yes
How frequently, if ever, did your child(ren) use training pants?
Are you a parent or primary
caretaker of a child?
Answer Options Yes Response Percent
Response Count
Always 9 26.5% 9
Only used them during the day (morning-night) 7 20.6% 7
Only used them at night 6 17.6% 6
It varied between night and day 5 14.7% 5
Only when traveling 3 8.8% 3
Never 4 11.8% 4
answered question 34
60
Single, never mar-
ried
Married Separated Divorced Widowed0
5
10
15
20
25
Marital status
Yes
0
2
4
6
8
10
Household Income
Yes