Marketing and Brand Management Pampers

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The market for disposable nappies is dependent upon the birth rate- when the birth rate is high the usage increases. Broader categories of disposable nappies are ultra, which is extra absorbent and has become the standard nappies. training nappies/pants, discount, and swimming nappies. Recently, however, training nappies are eating away the market share of ultra nappies, and marketers have to employ powerful marketing tactics to hold on to their share. Disposable nappies come in varying sizes and nappy functions and are targeted at specific age brackets. There is newborn (for up to 9lbs), mini (for approx 6-12lbs), midi (for approx. 10-24lbs), maxi (for 20-40lbs) and junior (for 35-55lbs) sizes.The market for nappies is increasing as mothers increasingly prefer disposable nappies over reusable cloth nappies. This transition is due to the changing lifestyles of mothers who work and can now afford the more expensive disposable nappies which are a more convenient alternative. More mothers have taken up fulltime work and with the convenience of daycare centers, they can have children and this affects the market for disposable nappies positively. However, there is a trend to have smaller families as living has become expensive and since both parents work, they cannot give more time to their children (Gelder).Nappies are used by infants and toddlers who are not potty trained. The usage of nappies begins from birth till the age of 2.5 years after which 90% of girls and 75% of boys become potty trained. As the child grows older, the consumption lowers. however, doctors today encourage parents not to force potty training on the children and let it come to them as a natural phenomenon which has increased the usage of disposable nappies (Troy 2005). Disposable nappies are mainly purchased by shoppers falling in the age bracket of 15 and above with children aged 0-4 in the household. Those in the age bracket of 15-24 are more brand aware and price-conscious.