De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to IMC.

1. MMC
500
De
La
Salle
University
Manila
1
Pampers
–
Integrated
Marketing
Communication
Plan
Submitted
by:
Monaliza
De
Jesus
Abigail
Fidel
Raphael
Sta.
Cruz
Nicco
Joselito
Tan
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

2. MMC
500
De
La
Salle
University
Manila
2
Pampers
–
Integrated
Marketing
Communication
Plan
Table
of
Contents
ABSTRACT
.....................................................................................................................................
3
SITUATIONAL
ANALYSIS
................................................................................................................
4
Headlines
...............................................................................................................................................................................................
4
Competitive
Landscape
...................................................................................................................................................................
4
Category
Data
......................................................................................................................................................................................
5
SWOT
ANALYSIS
............................................................................................................................
7
STRENGTHS
.........................................................................................................................................................................................
7
WEAKNESSES
......................................................................................................................................................................................
7
OPPORTUNITIES
................................................................................................................................................................................
7
THREATS
...............................................................................................................................................................................................
8
KEY
STRATEGIC
CAMPAIGN
DECISIONS
..........................................................................................
8
Objectives
..............................................................................................................................................................................................
8
Target
Audience
.................................................................................................................................................................................
8
Brand
Position
...................................................................................................................................................................................
10
Communication
Strategy
..............................................................................................................................................................
10
Campaign
Strategy
..........................................................................................................................................................................
12
Media
Objectives
..............................................................................................................................................................................
12
Media
Habits
......................................................................................................................................................................................
12
Media
Buying
Tactics
.....................................................................................................................................................................
13
Schedule
...............................................................................................................................................................................................
19
Cost
Estimates
...................................................................................................................................................................................
21
Key
Consumer
Insight
....................................................................................................................................................................
23
Message
Objectives
.........................................................................................................................................................................
23
Selling
Premise
.................................................................................................................................................................................
23
Big
Idea
.................................................................................................................................................................................................
23
Message
and
Design
Execution
..................................................................................................................................................
24
OTHER
MARCOM
TOOLS
.............................................................................................................
28
Sales
Promotion
................................................................................................................................................................................
28
Public
Relations
................................................................................................................................................................................
28
Events
Marketing
.............................................................................................................................................................................
30
Personal
Selling
................................................................................................................................................................................
30
Digital
Marketing
.............................................................................................................................................................................
30
Merchandise
.......................................................................................................................................................................................
32
Shirts
and
Baller
IDs
........................................................................................................................................................................
32
Baby
Books
..........................................................................................................................................................................................
33
Special
Earth
Month
Green
Bags
...............................................................................................................................................
34
Sample
Advertising
Executions
.................................................................................................................................................
35
Print
–
Magazines,
Newspapers
and
OOH
(Billboards)
...................................................................................................
35
TVC
Script
............................................................................................................................................................................................
37
Radio
Commercial
Script
...............................................................................................................................................................
37
CAMPAIGN
MANAGEMENT
.........................................................................................................
38
Evaluation
of
Effectiveness
..........................................................................................................................................................
38
Campaign
Budget
.............................................................................................................................................................................
40
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

3. MMC
500
De
La
Salle
University
Manila
3
Pampers
–
Integrated
Marketing
Communication
Plan
ABSTRACT
This
paper
is
an
integrated
marketing
communications
plan
for
Pampers,
a
diaper
brand
under
Procter
&
Gamble.
The
plan
will
cover
advertising,
public
relations
and
other
marketing
communication
strategies
that
are
specific
for
the
Philippine
market.
Pampers
is
currently
the
market
leader
in
the
disposable
diaper
category,
garnering
more
than
33%
market
share
in
2009.
Though
maintaining
a
wide
gap
over
its
competitors,
the
increase
in
sales
of
economy
brands
became
more
significant
in
2009,
posing
as
a
threat
to
Pampers.
Currently,
the
leading
disposable
diaper
brands
(Pampers,
EQ
and
Huggies)
are
all
investing
in
advertising.
To
make
Pampers
clearly
stand
out
from
the
competition,
this
marketing
communication
plan
aims
to
improve
on
the
brand’s
current
advertising
standpoint
by
shifting
it
from
purely
functional
to
being
appealing
in
both
functional
and
symbolic
ways.
To
achieve
this,
a
new
local
tagline
will
be
introduced
as
the
binding
element
in
all
advertisements
and
other
below-­‐the-­‐line
efforts
like
merchandising,
online
marketing
and
events.
The
entire
integrated
marketing
communications
plan
will
revolve
around
the
theme
“Walang
Kapalit
Ang
Pagmahahal
Ng
Pampers”
–
to
further
enhance
the
emotional
and
symbolic
appeal
of
the
brand.
Being
the
current
market
leader,
the
campaigns
will
basically
be
less
aggressive
but
more
impactful
by
personifying
the
brand
into
a
loving
and
caring
one
–
characteristics
that
the
target
market
(mostly
parents)
clearly
associate
with.
To
maintain
the
functional
appeal
of
the
brand,
most
advertisements
and
support
materials
such
as
press
releases
will
highlight
the
1
vs.
2
proposition
of
Pampers
–
meaning
that
Pampers
gives
more
“value
for
money”
because
a
single
pad
can
last
as
long
as
2
pads
of
a
competitor
brand.
The
creative
combination
of
“Walang
kapalit
ang
pagmamahal
ng
Pampers”
and
the
“1
vs.
2”
proposition,
along
with
the
strengthening
of
distribution
strategies
and
other
below-­‐the-­‐line
efforts,
is
seen
to
encourage
brand
switchers
and
secure
the
loyalty
of
existing
users.
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

4. MMC
500
De
La
Salle
University
Manila
4
Pampers
–
Integrated
Marketing
Communication
Plan
SITUATIONAL
ANALYSIS
Headlines
• Nappies/diapers
increases
by
6%
in
current
value
terms
in
2009,
reaching
sales
of
PHP11.9
billion.
• Economy
brands
continue
to
proliferate
and
strengthen
their
shares
in
2009.
• Unit
prices
of
nappies/diapers
increase
by
less
than
1%
in
2009.
• Procter
&
Gamble
Philippines
Inc
remains
the
leader
in
nappies/diapers
in
2009,
with
a
value
share
of
more
than
33%.
• Nappies/diapers
is
expected
to
see
a
volume
CAGR
of
almost
6%
over
the
forecast
period.
Competitive
Landscape
• Procter
&
Gamble
Philippines
Inc
remained
the
leader
in
nappies/diapers
with
a
value
share
of
more
than
33%
in
2009.
The
company
was
able
to
maintain
its
position
due
to
the
availability
of
both
mass-­‐priced
and
premium
lines
in
its
Pampers
portfolio.
Pampers
Comfort
was
the
main
sales
driver,
as
its
strong
brand
name
gave
it
an
advantage
over
other
mass-­‐priced
brands.
Investment
in
distribution
to
smaller
retailers
and
the
availability
of
single
packs
also
assisted
Procter
&
Gamble
Philippines
Inc
in
improving
its
sales
despite
the
economic
slowdown.
• In
2009,
the
increase
in
sales
of
economy
brands
was
more
significant
than
its
standard
and
premium
counterparts,
as
parents
tried
to
cope
with
the
recession.
Fiberworld
Inc
experienced
the
biggest
improvement
in
value
sales,
of
12%,
as
it
capitalised
on
its
low
priced
brand
Magic
Color.
• International
brands,
including
Pampers,
Huggies,
EQ,
Drypers
and
Mamy
Poko
held
a
79%
share
of
value
sales
of
nappies/diapers
over
the
review
period.
This
dominance
can
be
associated
with
multinational
companies
having
more
financial
resources
to
invest
in
advertising
campaigns
and
more
premium
shelf
space
in
major
retailers
to
encourage
parents
to
purchase
their
brands.
Nevertheless,
domestic
players
strengthened
their
shares,
as
their
more
affordable
prices
appealed
to
middle
income
and
budget-­‐conscious
consumers.
• Kimberly-­‐Clark
Philippines
Inc
carried
out
the
most
significant
product
launches
in
2009.
The
company
introduced
a
more
affordable
line
of
disposable
pants
called
Huggies
Dry
Pants
to
attract
budget-­‐conscious
potential
users.
Kimberly-­‐Clark
Philippines
Inc
also
unveiled
the
limited
edition
Huggies
Jeans
line
to
boost
volume
sales
and
attract
fashion-­‐
conscious
parents
to
purchase
these
innovative
products.
These
new
products
were
able
to
stimulate
demand
despite
the
economic
slowdown.
• Procter
&
Gamble
Philippines
Inc,
Kimberly-­‐Clark
Philippines
Inc
and
Everbeauty
Corp
continued
to
invest
in
advertising
campaigns
for
Pampers,
Huggies
and
EQ
in
2009.
These
companies
used
television
commercials
to
ensure
a
broader
reach
in
highlighting
the
unique
features
of
their
products.
Celebrity
endorsements
were
also
used
to
persuade
consumers;
Kris
Aquino,
a
famous
talk
show
host,
for
Pampers,
and
Vicky
Morales,
a
popular
newscaster,
for
EQ
Dry.
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

5. MMC
500
De
La
Salle
University
Manila
5
Pampers
–
Integrated
Marketing
Communication
Plan
• Standard
brands
generated
the
bulk
of
sales
of
nappies/diapers
over
the
review
period
due
to
their
proven
efficiency
in
terms
of
absorption,
together
with
competitive
pricing.
Premium
brands
continued
to
exist,
but
their
value
share
remained
small,
as
they
only
cater
to
high
income
consumers.
Economy
brands
continued
to
strengthen
their
positions
as
more
and
more
middle
and
low
income
parents
switched
to
disposables
from
traditional
cloth
nappies/diapers.
• The
contribution
of
private
label
nappies/diapers
remained
small
in
2009,
as
SM
Bonus
was
the
only
visible
brand
in
the
Philippines.
The
wide
availability
of
economy
brands
discouraged
chained
retailers
from
selling
their
own
private
labels,
as
it
was
hard
to
offer
prices
which
were
significantly
lower
than
the
cheapest
economy
brands
in
the
market.
• The
presence
of
eco-­‐friendly
nappies/diapers
continued
to
be
insignificant
due
to
the
lack
of
demand.
The
high
price
commanded
by
these
speciality
products
also
made
them
practically
not
saleable
in
a
market
in
which
demand
is
mostly
dictated
by
price.
Category
Data
Table
1
:
Retail
Sales
of
Nappies/Diapers
by
Subsector:
Value
2004-­‐2009
Ps million
2004 2005 2006 2007 2008 2009
Nappies/Diapers 7,734.8 8,345.9 8,951.7 10,028.2 10,987.3 11,645.4
- Junior Nappies/Diapers 3,861.4 4,046.8 4,249.1 4,610.3 4,956.1 5,179.1
- New Born Nappies/ 976.6 1,054.7 1,133.8 1,224.5 1,334.7 1,417.5
Diapers
- Standard Nappies/ 2,896.8 3,244.4 3,568.8 4,193.3 4,696.6 5,048.8
Diapers
Nappies/Diapers/Pants 7,734.8 8,474.1 9,092.8 10,206.0 11,191.8 11,868.2
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor
International estimates
Table
2:
Retail
Sales
of
Nappies/Diapers
by
Subsector:
%
Value
Growth
2004-­‐2009
% current value growth
2008/09 2004-09 CAGR 2004/09 TOTAL
Nappies/Diapers 6.0 8.5 50.6
- Junior Nappies/Diapers 4.5 6.0 34.1
- New Born Nappies/Diapers 6.2 7.7 45.1
- Standard Nappies/Diapers 7.5 11.8 74.3
Nappies/Diapers/Pants 6.0 8.9 53.4
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor
International estimates
Table
3:
Nappies/Diapers
Retail
Company
Shares
2005-­‐2009
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

6. MMC
500
De
La
Salle
University
Manila
6
Pampers
–
Integrated
Marketing
Communication
Plan
% retail value rsp
Company 2005 2006 2007 2008 2009
Procter & Gamble 32.8 33.4 33.4 33.4 33.4
Philippines Inc
Everbeauty Corp 19.6 19.9 21.4 22.1 22.5
Fiberline Industries Inc 13.5 14.0 14.8 15.3 15.9
Kimberly-Clark 18.9 18.3 15.0 14.6 14.0
Philippines Inc
SCA Hygiene Products 4.9 5.3 5.2 5.4 5.4
Phils Inc
UniCharm (Philippines) 2.3 3.0 3.5 3.6 3.6
Corp
Fiberworld Inc 1.8 1.8 1.8 1.9 2.0
SM Investments Corp 1.5 1.5 1.8 1.8 1.8
Philusa Corp 1.9 2.0 1.5 - -
Global Sun Inc 1.0 0.7 0.6 0.5 -
Associated Hygienic - - - - -
Products LLC
Others 1.8 0.1 1.0 1.4 1.4
Total 100.0 100.0 100.0 100.0 100.0
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor
International estimates
Table
4:
Nappies/Diapers
Retail
Brand
Shares
2006-­‐2009
% retail value rsp
Brand Company 2006 2007 2008 2009
Pampers Procter & Gamble 33.4 33.4 33.4 33.4
Philippines Inc
EQ Everbeauty Corp 18.5 20.0 20.6 21.0
Huggies Kimberly-Clark 14.4 15.0 14.6 14.0
Philippines Inc
Care Fiberline Industries Inc 7.2 7.8 8.1 8.2
Happy Fiberline Industries Inc 6.8 7.0 7.2 7.7
Drypers SCA Hygiene Products 5.3 5.2 5.4 5.4
Phils Inc
Mamy Poko UniCharm (Philippines) 3.0 3.5 3.6 3.6
Corp
Magic Color Fiberworld Inc 1.8 1.8 1.9 2.0
SM Bonus SM Investments Corp 1.5 1.8 1.8 1.8
Prokids Everbeauty Corp 1.4 1.4 1.5 1.5
Kimbies Kimberly-Clark 3.6 - - -
Philippines Inc
Babyflo Philusa Corp 2.0 1.5 - -
Hello Angel Global Sun Inc 0.7 0.6 0.5 -
Good Nites Kimberly-Clark 0.3 - - -
Philippines Inc
Drypers Associated Hygienic - - - -
Products LLC
Others 0.1 1.0 1.4 1.4
Total 100.0 100.0 100.0 100.0
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor
International estimates
Table
5:
Forecast
Retail
Sales
of
Nappies/Diapers/Pants
by
Subsector:
Value
2009-­‐2014
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

7. MMC
500
De
La
Salle
University
Manila
7
Pampers
–
Integrated
Marketing
Communication
Plan
Ps million
2009 2010 2011 2012 2013 2014
Disposable Pants 222.9 235.1 247.6 260.2 273.0 285.8
Nappies/Diapers 11,645.4 11,941.6 12,319.1 12,786.0 13,324.2 13,941.9
- Junior Nappies/Diapers 5,179.1 5,230.9 5,309.4 5,415.5 5,550.9 5,717.5
- New Born Nappies/ 1,417.5 1,460.0 1,496.5 1,526.4 1,549.3 1,564.8
Diapers
- Standard Nappies/ 5,048.8 5,250.7 5,513.3 5,844.1 6,223.9 6,659.6
Diapers
Nappies/Diapers/Pants 11,868.2 12,176.8 12,566.7 13,046.3 13,597.2 14,227.7
Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Table
6:
Forecast
Retail
Sales
of
Nappies/Diapers/Pants
by
Subsector:
%
Value
Growth
2009-­‐2014
% constant value growth
2009-14 CAGR 2009/14 TOTAL
Disposable Pants 5.1 28.2
Nappies/Diapers 3.7 19.7
- Junior Nappies/Diapers 2.0 10.4
- New Born Nappies/Diapers 2.0 10.4
- Standard Nappies/Diapers 5.7 31.9
Nappies/Diapers/Pants 3.7 19.9
Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
SWOT
ANALYSIS
STRENGTHS
• Strong
international
brand
name
that
is
directly
associated
to
diapers.
• Diversified
diaper
portfolio
offering
mass-­‐priced
and
premium
lines
targeting
all
socio-­‐
economic
class.
• Strong
national
retail
distribution
channels
offering
single
packs
catering
the
“tingi”
market
of
the
Philippines.
• Very
clear
product
positioning:
“One
vs
Two”
–
One
Pampers
overnight
vs
Two
regular
diapers.
• Diapers
are
made
of
top
quality
absorbent
materials.
• Well-­‐designed
adjustable
bear
hug
types
that
make
sure
it
fits
all
babies.
• Pampers
Comfort
uses
a
Velcro-­‐like
tape
that
sticks
on
the
covers
but
it
does
not
tear
off
the
cover
when
adjusted.
WEAKNESSES
• Product
positioning
not
clear
on
marketing
collaterals
• Higher
priced
than
most
competitors
• Not
enough
presence
• Some
babies
do
not
fit
the
sizes
offered
therefore
causing
leaks.
OPPORTUNITIES
• Smaller
families
mean
equally
cherished
children
and
higher
spending
per
child.
• Working
mothers
mean
more
income
to
spend
and
time
pressures
place
importance
on
convenience.
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

8. MMC
500
De
La
Salle
University
Manila
8
Pampers
–
Integrated
Marketing
Communication
Plan
• Use
of
disposable
nappies/diapers
increases
with
increased
affluence.
• Desire
for
convenience
with
more
working
mothers
and
ability
to
pay.
• Nappies/diapers
still
limited
use
in
developing
and
emerging
markets
–
currently
often
out-­‐of-­‐home
use.
• Single-­‐use
sachets/packs
may
be
needed
to
increase
accessibility
in
developing
and
emerging
markets.
• Advertising
through
social
media
–
especially
for
new
parents.
THREATS
• Smaller
families
mean
fewer
babies
and
so
lower
demand.
• Working
mothers
mean
motherhood
delayed
or
avoided
as
more
choose
career
first.
• Fewer
children
and
so
volume
static/declining.
• Concerns
about
environmental
impact
of
disposable
products
and
changes
in
use
of
landfill.
• Declining
birth
rate
may
lead
to
declining
sales
of
nappies/diapers
in
mature
markets.
• Advertising
regulations
KEY
STRATEGIC
CAMPAIGN
DECISIONS
Objectives
• Increase
market
share
to
38%
by
the
end
of
2011.
• Increase
brand
awareness
through
first
time
trial
usage
by
capturing
70%
of
the
target
market
before
December
2011.
• Develop
a
holistic
marketing
program
that
will
engage
consumers
using
different
marketing
communication
tools
by
the
end
of
4th
quarter.
Target
Audience
The
primary
target
of
Pampers
is
both
current
users
and
non-­‐users
of
disposable
baby
diapers.
In
terms
of
trial
versus
repeat
usage,
the
marketing
communication
plan
will
focus
on
encouraging
trial
to
non-­‐customer
groups
specifically
the
traditional
cloth
diaper
users,
other-­‐
brand
loyalists
and
switchers.
Overall,
the
primary
target
of
Pampers
is
parents,
more
specifically
mothers
with
babies
aged
0-­‐3
years
old.
Majority
of
the
target
market
belongs
to
the
socio-­‐economic
class
A,
B,
upper
and
broad
C.
The
affordability
and
practicality
of
using
Pampers
will
appeal
to
middle
income
and
price
conscious
segment
while
perceived
quality
of
the
brand
would
appeal
to
those
consumers
belonging
to
the
high-­‐income
segment.
Strong
demand
for
disposable
diapers
resides
in
urban
areas
where
majority
of
mothers
are
working
and
thus,
has
the
need
for
convenience
especially
in
doing
their
motherly
and
domesticated
responsibilities.
In
order
to
tap
non-­‐users
of
diapers,
the
marketing
communication
plan
will
emphasize
the
functional
benefits
(e.g.
aids
in
prolonging
babies’
sleeping
time)
of
using
Pampers.
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

9. MMC
500
De
La
Salle
University
Manila
9
Pampers
–
Integrated
Marketing
Communication
Plan
Decision
Makers
Grid:
These
are
the
roles
of
the
decision
maker
when
it
comes
to
purchasing
disposable
diapers:
a. Initiator:
Expectant
mothers/parents
and
mothers
who
just
gave
birth
are
the
ones
who
initially
see
the
need
for
baby
care
products.
This
audience
segment
research
and
inquire
about
the
quality
and
cost
of
diaper
brands.
b. Influencer:
Expectant
mothers
and
mothers
who
just
gave
birth
often
seek
advice
about
baby
care
products
from
their
family
doctors,
ob-­‐gynes,
pediatricians,
family
and
friends.
From
these
sources,
the
target
market
builds
brand
attitude
toward
brands
available,
gauging
and
evaluating
positive
and
negative
feedbacks
of
products.
c. Decider
and
Purchaser:
The
mother
is
often
the
decider
of
which
brand
to
buy
for
the
baby.
However,
their
purchase
decision
is
often
affected
by
budget
considerations.
d.
User:
The
babies
are
the
final
user
of
the
product.
Repeat-­‐usage
decisions
by
the
target
market
are
greatly
influence
by
the
product’s
suitability
to
babies
specifically
how
the
product
delivers
its
promise
of
comfort,
quality
and
longer
usage.
Pampers
Diapers
Consumer
Decision
Grid
and
Target
Audience
Role
Consumer
Trade
Initiator
Mothers,
Couple,
friends,
Baby
care
professionals
baby
care
professionals
Influencer
Friends,
Baby
Care
Baby
Care
Professionals
Professionals
Decider
Mothers
Purchaser
Parents
User
Babies
Target
Market
‘s
Behavioral
Sequence
Model
Consideration
Need
Arousal
Information
Purchase
Usage
at
Each
Stage
Search
and
Evaluation
Decision
roles
Expectant
Friends,
Parents
Babies
involved
mothers/parents,
family,
specifically
Mothers
who
just
doctors,
baby
mothers
gave
birth,
care
Mothers
professionals
Where
stage
is
Home,
Clinics,
Home,
on-­‐line
Supermarket,
Home,
likely
to
occur
Internet,
word-­‐ community,
grocery
store,
outdoor
of-­‐mouth
clinics
and
convenience
hospitals
store,
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

10. MMC
500
De
La
Salle
University
Manila
10
Pampers
–
Integrated
Marketing
Communication
Plan
pharmacy,
department
store
Timing
of
Stage
A
few
months
From
After
Anytime
but
before
and
after
immediately
evaluation
more
often
giving
birth
after
need
during
arousal
bedtime
and
during
outdoor
activities
How
it
is
likely
See
or
hear
about
Seek
info
from
Visit
Wearing
to
occur
a
product
others,
look
up
Supermarket,
diaper
on
a
category
or
info,
ask
grocery,
regular
basis
brand
doctor,
visit
pharmacy
etc
until
babies
supermarket
are
toilet
trained
Brand
Position
One
VS
Two
is
the
current
brand
position
of
Pampers.
It
connotes
as
the
most
practical
diaper
brand
to
purchase
giving
the
consumers
greater
value
for
their
money
by
emphasizing
the
functional
benefit
of
Pampers
specifically
its
longer
absorption
capacity
as
usage
of
one
Pampers
is
equivalent
to
two
ordinary
diapers.
Also,
the
campaign
will
capitalize
on
Pampers
being
the
top-­‐of-­‐the-­‐mind
among
other
brands
perceived
as
the
pioneer,
tested
and
trusted
diaper
brand.
Communication
Strategy
Pampers
is
presently
the
top
diaper
brand
in
terms
of
market
share.
However,
consumers
perceived
the
brand
as
standard
in
terms
of
quality
but
costly
in
terms
of
price.
This
perception
hampers
non-­‐customers,
especially
those
belonging
to
middle
and
low-­‐income
brackets,
to
try
and
switch
to
Pampers.
The
brand
needs
to
counter
consumers’
unfavorable
perception
by
highlighting
Pampers’
functional
positioning
specifically
the
product’s
ability
to
exceed
absorption
quality
of
competing
brands.
Given
the
nature
of
consumers’
perception
of
Pampers,
enhancing
a
favorable
brand
image
will
be
the
primary
communication
objectives.
The
result
expected
after
the
implementation
of
the
marketing
communication
plan
is
for
consumers
to
perceive
the
brand
as
“value-­‐for-­‐money”
and
of
greater
quality
compared
to
competitors
that
will
lead
to
trial
and
continued
usage.
The
overall
task
confronting
the
marketing
communication
plan
is
to
break
through
competitive
clutter
of
competing
brands
by
overcoming
the
key
barrier
which
is
the
consumers’
perception
that
all
diaper
brands
performs
pretty
much
the
same
and
lower
priced
diapers
are
more
practical
to
purchase
than
branded
diapers
like
Pampers.
Below
is
the
summary
task
grid
for
the
IMC
campaign
for
Pampers.
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

11. MMC
500
De
La
Salle
University
Manila
11
Pampers
–
Integrated
Marketing
Communication
Plan
Summary
Task
Grid
Decision
Stage
Communication
Target
Where
and
IMC
Options
Task
Audience
When
Need
Arousal
Tentative
positive
Expectant
In
home
Television
and
attitude
for
mothers,
print
ad
Pampers
(brand
Mothers
who
Retail
Outlets
attitude)
just
gave
birth,
P-­‐o-­‐P
Mothers
advertising
Information
Provide
enough
Expectant
In
home
Television
ad,
Search
and
information
to
mothers,
print
ad,
online
Evaluation
convince
target
Mothers
who
Retail
outlets
initiatives
market
(brand
just
gave
birth,
attitude)
Mothers
Maternity
Hospitals
brand
Gain
positive
activation
intention
to
try
activities
brand
(brand
purchase
intention)
Purchase
Act
on
positive
Expectant
In
home
Advertising
brand
intention
mothers,
(brand
attitude
Mothers
who
Retail
outlets
P-­‐o-­‐P
and
brand
just
gave
birth,
Sampling
purchase
Mothers
intention)
Usage
Reinforce
Expectant
In
home
Advertising
decision
and
mothers,
brand
usage
Mothers
who
Outdoors
Events
(brand
attitude
just
gave
birth,
Selective
and
brand
Mothers
Promotion
purchase
intention)
The
IMC
campaign
will
focus
in
achieving
brand
attitude
and
brand
purchase
intention
objectives.
The
IMC
campaign
will
first
stimulate
recognition
by
providing
a
strong
visual
package
association
with
the
brand.
Through
television
and
print
advertising
with
trade
and
point-­‐of-­‐purchase
advertising,
the
IMC
campaign
aims
to
strengthen
brand
recognition.
During
the
information
search
and
evaluation
stage,
the
IMC
campaign
will
focus
on
providing
enough
information
about
Pampers
in
order
to
convince
its
target
market
that
Pampers
is
indeed
worth
trying,
to
instill
a
positive
brand
attitude
and
stir
purchase
intentions.
These
objectives
will
be
achieved
through
print
and
TV
advertisements,
promoting
the
brand
through
promotions
on
mothers’
on-­‐line
communities
and
blogs.
Also,
through
promotions
and
sponsorships
on
baby-­‐care
seminars
conducted
during
brand
activation
activities
in
hospitals,
clinics
and/or
health
centers.
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

12. MMC
500
De
La
Salle
University
Manila
12
Pampers
–
Integrated
Marketing
Communication
Plan
Purchase
decision
occurs
in
supermarkets
and
retail
outlets
like
pharmacy
or
community
sari-­‐
sari
stores.
Using
point-­‐of-­‐purchase
displays
and
other
merchandising
at
retail
will
trigger
brand
recognition
and
remind
the
target
market
of
intentions
to
try
the
brand.
The
IMC
campaign
will
also
focus
in
achieving
brand
usage
and
brand
loyalty
through
advertising
that
will
constantly
remind
consumers
of
their
conviction
and
wiser
choice
of
purchasing
Pampers,
a
brand
that
offers
an
advantage
over
competitors.
Campaign
Strategy
In
order
to
communicate
the
brand
position,
Pampers
will
invest
in
an
integrated
marketing
communication
campaign
and
will
take
advantage
of
the
following
marketing
communication
tools:
• Advertising
–
TV,
Radio
and
Print
• Sales
Promotion
• Personal
Selling
• Events
Marketing
• Digital
Marketing
• Direct
Marketing
• Public
Relations
MEDIA
STRATEGY
Media
Objectives
• Develop
a
national
TV
Ad
campaign
that
will
target
100%
TV
viewership
by
end
of
2011.
• Produce
a
localized
radio
and
print
ads
targeting
rural
areas
from
different
regions.
• Create
programs
that
will
use
out-­‐of-­‐home
and
digital
platforms.
Media
Habits
All
Moms
25
-­‐
40
Media
Exposure
People
ABCD
Population
('000)
7613
%
%
Affinity
TRADITIONAL
Tv
viewership
100
100
100
Cable
viewership
35
39
110
Radio
Listenership
82
85
103
Broadsheet
read
yesterday
6
5
86
Tabloid
read
Yesterday
10
8
80
Monthly
magazine
Read
in
Past
Month
5
7
128
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

13. MMC
500
De
La
Salle
University
Manila
13
Pampers
–
Integrated
Marketing
Communication
Plan
DIGITAL
Mobile
phone
used
64
75
117
Internet
at
least
once
a
month
Home
9
10
117
Internet
at
least
once
a
month
elsewhere
11
14
124
OOH
Cinema
at
least
once
a
month
3
3
95
Shopping
at
least
once
a
month
76
82
108
Supermarkets
at
least
once
month
84
90
106
MRT
at
least
once
a
week
4
4
95
LRT
at
least
once
a
week
3
4
112
Fastfood
at
least
once
a
week
81
83
103
Coffee
shop
at
least
once
a
week
2
2
130
Source:
Media
Index,
Neilsen
Media
Buying
Tactics
TV
• Thematic
TVCs
15s
Main
medium
of
awareness
to
build
"no
palitan
overnight"
key
message
• Interstitials
30-­‐sec
station
produced
material
on
ways
to
nurture
babies
incorporating
the
message
of
the
TVC
material
• Segment
Buys
(5-­‐min)
Creative
buy
in
morning
shows
that
will
talk
about
ways
to
bond
with
babies
and
proper
ways
to
nurture
them
• Push
plugs
5-­‐seconder,
attached
to
TVC
15s
• OBB
and
CBB
for
all
sponsored
programs
• TV
Guestings
Guesting
on
morning
shows
and
mom-­‐oriented
programs
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

14. MMC
500
De
La
Salle
University
Manila
14
Pampers
–
Integrated
Marketing
Communication
Plan
Radio
• Radio
Commercials
Spot
Buys
• “Di
papalitpalit
sa
Pampers”
tongue
twister
contest
• Radio
Guesting
• Maximize
AOBs
AOBs
could
be
used
to
promote
tongue
twister
contest
and
events
• Segment
Buys
• Radio
Tour/
Discussion
• Time
checks
and
reminders
Print
• Broadsheet
o Half
page
o ¼
page
ad
o Floating
ad
• Magazine
o Full
page
ads
and
1/3
page
vertical
ad
o Product
feature
o Editorial
First
aid
for
babies
1/3
Page
Full
(vertical)
pag
e
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

15. MMC
500
De
La
Salle
University
Manila
15
Pampers
–
Integrated
Marketing
Communication
Plan
OOH
• Billboards
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

16. MMC
500
De
La
Salle
University
Manila
16
Pampers
–
Integrated
Marketing
Communication
Plan
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

17. MMC
500
De
La
Salle
University
Manila
17
Pampers
–
Integrated
Marketing
Communication
Plan
• Shed
Ads
Area:
o EDSA
after
Jollibee
Kamias
o Libis
across
Mercury
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

18. MMC
500
De
La
Salle
University
Manila
18
Pampers
–
Integrated
Marketing
Communication
Plan
• Bathroom
Ads
Area:
Market
Market,
Taguig
City
• LRT
1
Cube
Ads
Female
Section
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

19. MMC
500
De
La
Salle
University
Manila
19
Pampers
–
Integrated
Marketing
Communication
Plan
Schedule
SCHEDULE
OF
ADVERTISEMENTS
Duration
/
Station
/
Program
/
Size
of
Print
Total
Spots
/
Published
Day/Timeslot
Publication
/
Ad
No.
of
Ads
Date
Location
TV
30
weeks
Show
Time
Mon-­‐Fri
10:30
-­‐
11:30
AM
750
ABS-­‐CBN
25
weeks
Umagang
Kay
Ganda
Mon-­‐Fri
5:30
-­‐
8:00
AM
625
ABS-­‐CBN
8
weeks
Salamat
Dok
Saturday
6:00-­‐7:00
AM
200
ABS-­‐CBN
Mon-­‐Fri
11:00
AM
-­‐
12:00
12
weeks
Love
ni
Mister
Love
ni
Misis
300
GMA
PM
25
weeks
Unang
Hirit
Mon-­‐Fri
5:30
-­‐
8:30
AM
625
GMA
25
weeks
24
Oras
Mon-­‐Fri
6:30
-­‐
7:30
PM
625
GMA
8
weeks
Moms
Mon-­‐Fri
5:00
-­‐
6:00
PM
200
QTV
RADIO
The
Wake
Up
Show
6:00
-­‐
10:00
AM
400
Mellow
94.7
The
Afternoon
Cruise
2:00
-­‐
4:00
PM
200
Mellow
94.7
40
weeks
C
&
C
Music
Factory
4:00
-­‐
8:00
PM
200
Mellow
94.7
Run
of
Station
Mon-­‐Fri
/
Sun
Whole
Day
600
Mellow
94.7
Morning
Smooth
Brews
Mon-­‐Fri
6:00
-­‐
10:00
AM
400
92.3
Xfm
40
weeks
Smooth
Jazz
Cruise
Mon-­‐Fri
2:00
-­‐
7:00
PM
400
92.3
Xfm
Run
of
Station
Mon-­‐Fri
/
Sun
Whole
Day
400
92.3
Xfm
BROADSHEET
(for
Jan)
Jan.
1,
2011
One
fourth
ad
Saturday
1
Philippine
Star
Jan.
2,
2011
Floating
ad
Sunday
1
Philippine
Star
Jan.
3,
2011
Floating
ad
Monday
1
Philippine
Star
Jan.
5,
2011
Floating
ad
Wednesday
1
Philippine
Star
Jan.
7,
2011
One
fourth
ad
Friday
1
Philippine
Star
Jan.
8,
2011
One
fourth
ad
Saturday
1
Philippine
Star
Jan.
9,
2011
One
fourth
ad
Sunday
1
Philippine
Star
Jan.
12,
2011
Floating
ad
Wednesday
1
Philippine
Star
Jan.
15,
2011
One
fourth
ad
Saturday
1
Philippine
Star
Jan.
16,
2011
One
fourth
ad
Sunday
1
Philippine
Star
Philippine
Daily
Jan.
1,
2011
Half
page
ad
Saturday
1
Inquirer
De
Jesus,
Fidel,
Sta.
Cruz,
Tan

20. MMC
500
De
La
Salle
University
Manila
20
Pampers
–
Integrated
Marketing
Communication
Plan
Philippine
Daily
Jan.
2,
2011
One
fourth
ad
Sunday
1
Inquirer
Philippine
Daily
Jan.
17,
2011
Floating
ad
Monday
1
Inquirer
Philippine
Daily
Jan.
22,
2011
Floating
ad
Saturday
1
Inquirer
Philippine
Daily
Jan.
23,
2011
One
fourth
ad
Sunday
1
Inquirer
MAGAZINE
Good
January
2011
Full
page
ad
1
Housekeeping
Good
March
2011
Full
page
ad
1
Housekeeping
Good
April
2011
Full
page
ad
1
Housekeeping
Good
May2011
1/3
page
vertical
1
Housekeeping
Good
June
2011
1/3
page
vertical
1
Housekeeping
Good
August
2011
1/3
page
vertical
1
Housekeeping
November
Good
Full
page
ad
1
2011
Housekeeping
Good
December
2011
Full
page
ad
1
Housekeeping
January
2011
Full
page
ad
1
Smart
Parenting
March
2011
Full
page
ad
1
Smart
Parenting
May
2011
Full
page
ad
1
Smart
Parenting
June
2011
Full
page
ad
1
Smart
Parenting
October
2011
Full
page
ad
1
Smart
Parenting
December
2011
Full
page
ad
1
Smart
Parenting
BILLBOARD
EDSA
P.
Tuazon
150
days
Regular
billboard
1
Blvd.,
Quezon
City
EDSA
cor.
Libertad
150
days
Regular
billboard
1
St.,
Mandaluyong
North
Luzon
270
days
Regular
billboard
1
Expressway
(North
bound)
Cebu
City
Arch.
120
days
Regular
billboard
1
Reyes
St.
Cor.
Gorordo
180
days
LED
Board
(250
spots/day)
45,000.00
EDSA
Guadalupe
SHED
AD
EDSA
after
Jollibee
30
days
Shed
Ad
1
Kamias
Libis
across
30
days
Shed
Ad
1
Mercury
De
Jesus,
Fidel,
Sta.
Cruz,
Tan