Download - Pampers Retail Audit

Pampers

Retail Audit

2015

Retail auditsyeda Mashaal Nehal - 08580

Pampers

ContentsIntroduction................................................................................................................................................0

Pampers Variants:....................................................................................................................................0

NAPPIES................................................................................................................................................1

WIPES....................................................................................................................................................1

Outlets visited:...........................................................................................................................................1

1. HYPER STAR................................................................................................................................1

Outlet type:.........................................................................................................................................1

PAMPERS.............................................................................................................................................1

Variants available and Price points:...............................................................................................1

Competitive Brands at the supermarket:...........................................................................................1

MAIN COMPETITORS:....................................................................................................................1

Canbebe POS.......................................................................................................................................1

Variants available:.............................................................................................................................1

SKUs available + Price Points:.......................................................................................................1

ABC Diapers.........................................................................................................................................1


SKUs available + Price points:........................................................................................................1

BRAND PLACEMENT:.....................................................................................................................2

PRICING:...........................................................................................................................................2

MERCHANDISING (POS).......................................................................................................................2

2. Imtiaz..............................................................................................................................................2

Outlet type:.........................................................................................................................................2

PAMPERS.............................................................................................................................................2


Competitive Brands at the supermarket:...........................................................................................2

Canbebe................................................................................................................................................2



ABC Diapers.........................................................................................................................................3


BRAND PLACEMENT:.....................................................................................................................3

Retail Audit

Pampers

PRICING:...........................................................................................................................................3


3. Grocery n More.............................................................................................................................3

Outlet type:.........................................................................................................................................3

PAMPERS.............................................................................................................................................3


Competitive Brands at the store:........................................................................................................4

Canbebe................................................................................................................................................4



ABC Diapers.........................................................................................................................................4


Low Priced Competition.......................................................................................................................4

Baby Master.........................................................................................................................................4



Hapi Napi..............................................................................................................................................4



BRAND PLACEMENT:.....................................................................................................................4

PRICING:...........................................................................................................................................4


4. Agha’s.............................................................................................................................................5

Outlet type:.........................................................................................................................................5

PAMPERS.............................................................................................................................................5


Competitive Brands at the outlet:........................................................................................................5

Canbebe................................................................................................................................................5



Low Priced Competition.......................................................................................................................5

Baby Master.........................................................................................................................................5


Retail Audit

Pampers


5. Kiryana...........................................................................................................................................5

Outlet type:.........................................................................................................................................5

Promotion...................................................................................................................................................5

PACKAGING.............................................................................................................................................6

Interview.....................................................................................................................................................7

Conclusion.................................................................................................................................................8

Retail Audit

Pampers

IntroductionI have chosen the product "Pampers" by Procter and Gamble

The report will mainly revolve around the Product, Price, Place and Promotion (the marketing mix) in line with my market analysis.

Evolution of Pampers has been carried out through its invention in 1950 to present year 2006. Today, Pampers offers a variety of customized sub-brands to address a child's growing (and going) needs. Globally Pampers is the undisputed leader with over 50 percent of the market share.1

In August 2000, Procter & Gamble launched Pampers in Pakistan. Local consumers benefit from this globally renowned product that is approved by standards of the Human Safety Reassurance Program and also endorsed by the International Society of Pediatricians. Imported from Saudi Arabia, Pampers is packed locally and aims to provide a better parenting experience to Pakistani mothers.2

The core parts or benefits of Pampers is it provide baby care, form the very tender age of 2 months to 4 years, Pampers is the brand which introduced the world to the concept of the disposable diaper.

There are different sizes of packages which come under the age Category of the child like it ranges from 2 months to 4 years in Small, Medium, Large sizes.

Augmentation: It can be said that Pamper.com international website deals with delicate sensibilities of new parents. It offers free expert advice through alliances with organizations.

Pampers packaging is done in Pakistan, and the company has introduced many packs for different segments of the markets depending upon the baby's age group and weight.

Small Pack includes 9 baby diapers age ranging from 2 months to 8 months. Medium Pack includes 8 baby diapers age ranging from 10 to 28 months. Large Pack includes 7 baby diapers age ranging from 29 to 40 months and Value Packs.3

1 (Vivian Manning, Web Article)2 Official WEB statement3 marketing/p-and-g-pakistan

Retail Audit

Pampers

Pampers Variants:Pampers has two different Product variants that have further divisions:

NAPPIES Premium Care Premium Care Pants Baby- Dry New Baby- Dry New Baby Active Baby- Dry Active Baby Active Girl Pants Active Boy Pants

All types are available in different sizes.

WIPES Pampers- Sensitive Wipes Fresh Clean

Pampers has been a leader in baby care for more than 40 years and is committed to the health and wellness of babies around the world by providing great developmental resources and information parents need to care for healthy and happy babies.

The nappies were found in ‘ALL’ the outlets ranging from International Market Trades to High Frequency Stores. Not all types of nappies were available but the brand was available in all stores.

The Pamper wipes, however, were not so common in the stores as compared to wipes from other companies like Johnson’s baby.

Retail Audit

Pampers

Outlets visited:1. HYPER STAR

Outlet type: International Modern Trade (IMT)

PAMPERS

Variants available and Price points:Premium CareSKUs available + Price points:

MEGA PACK- Rs. 2150 JUMBO PACK- Rs. 1125

Baby- DrySKUs available + Price points:

MEGA PACK- Rs 1595 JUMBO PACK- Rs. 830 VALUE PACK- Rs. 440

Active Girl PantsSKUs available + Price points:

VALUE PACK- Rs. 1550

Active Boy PantsSKUs available + Price points:

VALUE PACK- Rs. 1550

Competitive Brands at the supermarket:MAIN COMPETITORS:

Canbebe POS

Variants available:Super Eco

Jumbo

Trial

Standard

SKUs available + Price Points: Junior Pack- Rs. 830 Mini Pack- Rs. 1300 Maxi Pack- Rs. 1400

ABC Diapers

Variants available: Small Medium Large Junior

SKUs available + Price points: Small

- 18 pieces Rs. 320- 36 pieces Rs. 690

Retail Audit

Pampers

Medium- 16 pieces Rs. 320- 32 pieces Rs. 690

Large- 14 pieces Rs. 320- 28 pieces Rs. 690

Junior- 12 pieces Rs. 320- 24 pieces Rs. 620

BRAND PLACEMENT:All diaper brands were placed together in the area of diapers and sanitary napkins.

Pampers was clearly the leading brand in the group with a variety of approximately 4 different types that were available in different nappy sizes and pack sizes, all in various prices.

Other brands were placed after Pampers such that Pampers was located in the corner most and other brands followed by it.

PRICING:There were no special markups for Pampers at Hyperstar but there are often markdowns and promotion offers on different merchandiseThe price was only mentioned on the price strips on the shelves.

MERCHANDISING (POS) There was no explicit POS displays relevant to Pampers or most of its competitive brands at Hyperstar.

There was, however, a poster of Canbebe seen in the diapers section.

2. ImtiazOutlet type: Local Modern Trade (LMT)

PAMPERSVariants available:Premium CareSKUs available + Price points:

MEGA PACK- Rs. 2145 VALUE PACK- Rs. 1001

Baby- DrySKUs available + Price points:

VALUE PACK- Rs. 436 JUMBO PACK- Rs. 826 MEGA PACK- Rs. 1590

Competitive Brands at the supermarket:

CanbebeVariants available:Jumbo

Trial

Standard

SKUs available + Price Points: Junior Pack- Rs. 828 Mini Pack- Rs. 1298 Maxi Pack- Rs. 1398

Retail Audit

Pampers

ABC DiapersVariants available:

Small Large


- 36 pieces Rs. 690 Large

- 14 pieces Rs. 320- 28 pieces Rs. 690

BRAND PLACEMENT:All diaper brands were placed together in the area of diapers and sanitary napkins. Pampers was clearly the leading brand in

the group with a smaller variety of about two types compared to the variety available at an IMT. Other

brands were placed after Pampers such that Pampers was located in the corner most starting of the lane followed by other brands.

PRICING:

There were special promotion markups for Pampers at Imtiaz that highlighted the change in price allowing to get more customer attention. Other brands had no explicit prominent pricing. Pampers, clearly being the leading brand, carried higher price compared to the competitive brands, just as was expected.

MERCHANDISING (POS)There was a special Pampers shelf and no explicit POS

displays relevant to most of its competitive brands at Imtiaz,

except for the explicit promotion tags with barcode.

3. Grocery n MoreOutlet type: High Frequency Store (HFS) Type A

PAMPERSVariants available:Premium CareSKUs available + Price Points:

SMALL PACK- Rs. 196. 79

Baby- DrySKUs available + Price Points:

MEGA PACK- Rs. 1588 VALUE PACK- 436

Retail Audit

Pampers

Competitive Brands at the store:

CanbebeVariants available:Jumbo

Standard

SKUs available + Price Points: Junior Pack- Rs. 826.50 Mini Pack- Rs. 1298

ABC DiapersVariants available:

Small Large


- 36 pieces Rs. 688 Large

- 28 pieces Rs. 688

Low Priced Competition

Baby MasterVariants available:SMALL

MEDIUM


- 18 pieces Rs. 320 Medium

- 32 pieces Rs. 605

Hapi Napi

Variants available:Medium

Small

New Baby

SKUs available + Price Points: Medium

- 16 pieces- Rs. 320 Small-

- 36 pieces- Rs. 620 New Baby

- 10 pieces- Rs. 160

BRAND PLACEMENT:All diaper brands were placed together in the area of diapers and sanitary napkins. Pampers was clearly the leading brand in the group. Other brands were placed alongside pampers.

PRICING:There were no prominent pricing for pampers or the competitive brands.

MERCHANDISING (POS)There was no explicit POS material for Pampers or other competitive brands at the store.

Retail Audit

Pampers

4. Agha storeOutlet type: High Frequency Store (HFS) Type B

PAMPERSVariants available:Premium CareSKUs available + Price Points:

SMALL PACK- Rs. 196

Baby- DrySKUs available + Price Points:

MEGA PACK- Rs. 1585 VALUE PACK- Rs. 436

Competitive Brands at the outlet:

CanbebeVariants available:Standard

SKUs available + Price Points: Junior Pack- Rs. 826 Mini Pack- Rs. 1296

Low Priced Competition

Baby Master

Variants available:SMALL

MEDIUM


- 18 pieces Rs. 320 Medium

- 32 pieces Rs. 600

5. Kiryana storesOutlet type: High Frequency Store (HFS) Type C

*No Diapers of any brand were available here.

PromotionPampers promotional campaign in the ads revolves around the Educational Promotion, which means that the advertisements on the media is purposely educative which define the mother child relationship with the use of Pampers .Most of the adds used in the media educate mothers of how to be better in baby care and to benefit the use of pampers for the toddlers. Pampers advertises on television all year round delivering the central message of a night's sleep being essential for a child's growth and development , and the only way to ensure a good night's sleep is to keep the baby dry.

4

4 Google search engine

Retail Audit

Pampers

PACKAGING5

The packaging of PAMPERS pack is always the same sea-green colour theme for each variant type. The diaper size is explicitly marked in a circle on the bottom left of the

pack that has the ‘pack size’, like value pack or mega pack, often marked on the top right corner.

The brand name: ‘Pampers’ is explicitly written on the pack below which is the variant name is written in a much smaller font. Labeling is important to Pampers.

Labeling is also used as a way to educate consumers. For example, Pampers had a public campaign educating parents of the importance of placing their baby on their back to sleep to help prevent Sudden Infant Death Syndrome (Back to sleep). The "Back to Sleep" message was printed on the back of all packages on diapers in order to educate and inform consumers of this serious matter.6 All packs show different pictures of babies (some also show picture of a mother with the baby).

Canbebe has purple colour packs with a slight touch of pink at the bottom while the packs of ABC Diapers are of yellow colour with a touch of red at the bottom and the brand

name prominently marked on the packs of both brands. The nappy size is marked at the bottom left of both brands. ABC Diapers has a smiley face on the

top right with a picture of four babies at the bottom. Canbebe has a picture of mother and the baby.

Baby Master has somewhat dark pink pack with a touch of green at the bottom where the no of diapers in the pack is marked. The two colours are divided by a blue ribbon that has the diaper size marked on it. The size of the pack is often marked on the top left and there are no pictures of babies on the pack.

Hapi Napi packs are of pink colour with a touch of purple at the bottom, with the brand name written in bigger font and nappy sizes marked at the bottom left. Hapi Napi has no baby pictures but there is sometimes the Hapi Napi character on the pack.

5 All images used under this heading have been taken from Google search engine.6www.nichd.nih.gov/archive/SIDS/Pages/pampers

Retail Audit

Pampers

InterviewFollowing were the responses of the retailer:

1. -Which is the most running brand in the category that they have chosen? Why?

“Pampers is the most running brand because of its consistent quality and ability to deliver the promises.”

2. What problems, if any, do the retailers face from your brand/company? As in delayed delivery or slow off take etc.

“Take off is decent, we call for reimbursement every 15 days, and our stock lasts 15 days which is the maximum period. Delivery is not a problem either as the stock flows in within 2 days of placement of order. There are no incentives offered to the competitor unlike other products like Blue Band gets us refrigerators etc. Even the POS material is only for very big stores.”

3. What is the consumer feedback regarding the brand?

“Customer satisfaction is exemplary, I haven’t seen a Pampers customer switching to Canbebe or other brands simply because of the supreme quality and consistency. Unlike many other diaper brands, Pampers has a very loyal customer base and generally the higher end buyers will rather not buy a diaper if not Pampers.”

4. What trade promotions/ trade offers do the retailers receive?

“Trade promotions are an area pampers doesn't work much. There is a flexible pay back system, they give ample time for payable returns. On sales to a certain threshold they give discounts to the retailers as well (I can't give you numbers). There is a special counter set if the sales are consistently high but generally these POS materials and counters are for big stores only.

Retail Audit

Pampers

ConclusionAs a result of the retail audit, it is crystal clear that Pampers is the leading brand in the category.

All outlets carry Pampers and the brand is never out of stock. Distribution for Pampers is intensive, allowing them to reach their target markets; thus staying competitive with their competitors. Since Pampers products are convenience products distributing their products in many stores helps Pampers to remain competitive, maintain their market share, and gain a portion of the market as well. Pampers doesn’t operate much in POS materials except for, maybe, a brand- shelf at most.

Company's goals and objectives are to maintain the market share of Pampers and to survive in the market. So company shifts its prices to increase sales and maintain its market position.Prices of the brand is usually more compared to that of other competitors but there are often promotion prices. Pampers has always offered sales promotions for its customers by introducing the Value Packs from time to time, also offers discounts on its Value packs to strengthen its Sales Promotions. The up and down in the price of the Pampers is due to the Competitor’s price strategy. However, Pampers holds quite a good share in the market so competitors may have an effect on the pricing strategy but only to normal extent. Being the market leader, it seems only natural that the promise of quality and care will not come cheap.

The packaging is not very different from that of other brands but the colour combination does seem to be rather different. The sea green of the pack in contrast with the bright-coloured packs of other brands does make the Pampers pack stand out among all others. It is, perhaps, a way of making the brand easy to spot from afar.

The most common variants that were available in all outlets are Pampers Premium Care and Pampers Baby- Dry and the SKUs available in most of the outlets were the MEGA PACK and the VALUE PACK.

This brings the PAMPERS RETAIL AUDIT to its conclusion.

Retail Audit

Download - Pampers Retail Audit

Top Related