Pampers potty trained
Tired of messy cloth diapers, Procter & Gamble researcher Vic Mills hatched a brilliant idea and launched a whole new product category in the process. A vast improvement over the paper diapers used for travel back in the 1950s, early Pampers were only available in two versions Daytime and Nighttime.
Today, Pampers offers a variety of customized sub-brands to address a childs growing (and going) needs. With an approximate US$ 4 billion dollars spent on diapers annually in the US, competition between the two market-share leaders, Pampers and Huggies, is pretty stiff. Although Huggies may hold the majority in the US, globally Pampers is the undisputed leader with over 50 percent of the market share.
Considering the messy ramifications of a faulty product, trust is a key element in diaper brand positioning. Under the promise of Your home for discovery and development, Pampers.com was created as a parenting porthole that inspires trust through value-added content. We paid a visit to see if the website inspires a sense of security.
Addressing an international stronghold, the home page shouts out a welcome to over 20 different nations, offering versions of the site in many languages. In line with its aim to build a go-to site, Pampers.com contains a wealth of parenting know-how. The majority of said know-how is assembled courtesy of a section called the Pampers Parenting Institute. Catering to the delicate sensibilities of new parents, this area offers free expert advice through alliances with organizations such as the Association of Women's Health, Obstetric, and Neonatal Nurses, the National Association of Pediatric Nurse Associates and Practitioners, and Lamaze International impressive credentials that earn the trust of consumers. Ask an Expert puts members of these panels directly in touch with the visitor, offering answers to questions about a variety of parenting concerns, such as feeding and sleeping habits. The site is updated frequently, which invites return visits.
The Articles and In the News sections bring visitors up-to-speed on recent child rearing headlines a move that enforces the Pampers resource positioning. One exceptional section is My World, a Flash animated mini-site complete with audio enhancement. Using interactive exercises, adults are able to view developmental milestones from their childs perspective, exploring growth stages while obtaining age appropriate product information.
Among the areas that could use some work: the Community and Get Pampers functions. When a site is positioned as a resource, a well-developed community area can provide valuable demographic information and consumer opinions, enticing users to linger and return as they forge a relationship with the brand and each other. Mom-to-Mom Tips isnt particularly inviting or enticing the tips are reduced to just a sentence. While the notion is ambitious, the store locator, Get Pampers, is by its very nature difficult to maintain, due to the expanse of product distribution. When tested, a great number of retailers went undetected.
A number of areas demonstrate how Pampers.com is in keeping with the light-hearted warm, fuzzy vibe of its messaging. What diaper product site would be complete without a lesson in the art of diaper application? The Diaper Tips page would help any novice through the ordeal. Information about other relevant topics such as potty training, are at once instructional and humorous, blending nicely into the site content. Even the Pampers History section is written with a healthy dose of humor, describing the brands evolution since its inception a half century ago.
The competition, Huggies, may be expanding its product line into the realm of cleansers and disposable changing pads, but its site adheres to the same basic prototype. The similarities between the Pampers and Huggies sites are many, extending to the areas of e-mail newsletters, detailed age-appropriate professional advice and detailed product explanations. Huggies lacks bells and whistles such as in Pampers My World animation, but it does boast a healthy message board community section and online coupons.
Overall, Pampers.com is successful in conveying the same sense of comfort and reliability the brand has cultivated over the last decades. Honing in on the fact that kids dont come with handbooks, the healthy balance of informational and promotional content is commendable marketing. By offering a great deal of parenting advice dispensed by qualified experts with excellent credentials, Pampers.com enforces its position as a brand site that users can trust not to mess them up.