18. 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% Market Share Kimberly- Clark Other P&G *Mintel, March 2011
46. Blog – mainly broadcasts where discounts/coupons are available
47.
48. More keen about developmental milestones with the first child - Sometimes so focused that they don’t enjoy the experience as much
49. Parents seek advice and knowledge from friends and family – including parents from daycare, parks and play-dates
50. Family and Friends (more sensitive) > Blogs, Magazines, and Web (scare factor)
51. There is a quiet competition between kids – “She learned how to swim already?”
52. 1st child – Most open to brand messaging; Brand loyalty
53. 2+ child – Enjoying the process; Whatever works
54.
55. Diaper products are lined up along the back wall with Pampers on one side and Huggies on the other
56. P&G created a Pampers container ($50) featuring diapers, baby wipes, and a P&G coupon book valued at $30
57. Similarly, Huggies has a Newborn Gift Pack ($30) featuring diapers, baby wipes, changing pads, and Desitin Diaper Rash Paste
58. 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
60. ”Quality – good diapers are worth it.” Survey Monkey Key Findings “My daughter has an allergic reaction to certain brands and types” 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 “Licensed characters – my kids were fixated on certain ones” Top diaper purchase factors Family and Friends’ recommendations Trial & Error Trustworthy Name Promotions and coupons
61. Path to Purchase Friends w/ Kids Yes to disposable training pants Store Family Potty Training Time Discount Huggies Pull-Ups Price/ Coupons No to disposable training pants Internet Social Media MommyBlogs Company Site
62. Strengths & Opportunities Weaknesses & Threats versus Available space to be top of mind Open-minded Negative word of mouth thinking Funct ional Coupon driven Established Brand & Identity Perceived as a secondary tool First in category Partnerships High price Innovative
63. Huggies Pull-Ups Target Women aged 25-44 with child(ren) between the ages of 1-5 Demographics
64.
65. I try to eat dinner with my family almost every night
71. What she shares with her family & friends Making Smores with kids (She loves using Instagram) Family dog, Sims (his real name is Mango) Kid’s first zoo trip (like mother, like Hippo) Hanging out with girlfriends (It’s an adult tea party)
72. Target Media Usage Television Index ABC Family 149 Disney Channel 257 Food Network 154 HGTV 189 Nickelodeon 259 The Learning channel 167 Top Media Quintile Usage 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 Magazine Types Index Parenthood 445 Babies 407 Women 167 Home Service 146 Epicurean 166 News and Entertainment 123 Movies Index Comedy 136 Romance 136 Family 154
73. Insight Observation While 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.
74. 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.
82. Form strong partnerships with each publication in order to take advantage of other marketing services including digital ad space, sponsorships, customized events, etc.
83. Begin advertising Huggies diapers in baby magazines and segway mothers into Huggies Pull-Ups as they move towards general parenthood magazines. 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). SOURCES: MRI, Meredith Media Kit, The Parenting Group Media Kit, Real Simple Media Kit
84.
85. Each piece of the map dispersed in various issues of a magazine
86.
87. Take questions about potty training from Huggies’ Twitter and Facebook pages and answer them via the ads
90. Fit Generation Run/WalkParenting magazine “Achieve Your Milestones” 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
91. Baby Changing Tables Placing Pull-Ups at the top-of-mind as the “next step” in the potty training process 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
92.
93. Interactive mat will display the Huggies Pull-Ups logo and an interactive game for toddlers such as hop scotch
94. Each interaction will unlock the next step in the process of potty training
95. When game is over, parents will be directed to where Huggies Pull-Ups are located in-store
96. Interactive mat will not only be used to promote the actual product Huggies Pull-Ups but also the brand43
97. 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 Step 3 Toilet! Start your potty training adventure HERE Brought to you by Huggies Pull Ups Step 1 Huggies Disposable Diapers Step 2 Huggies Pull-Ups 44
98. 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
99. Product/Brand Placement A relatable family Laughable experience Teaches the viewers 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
100. 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
101. 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
102. 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
103. Digital Sustain Social advertising SEO campaign Display/Rich media advertising Video advertising Custom content creation & sponsorships Social gaming advertising Content sharing
104. Retail Recommendations Create Pull-Ups gift pack including Pull-Ups, toilet seat, stickers, potty training chart, and interactive CD Place Cars’ branded Pull-Ups by the Cars’ branded toilet seats Present buying a toilet seat as a big event and as a Big Kid® gift Associate toilet seats with Huggies’ Pull-Ups Improve partnerships with vendors to insure that brands receive more space on the packaging
