Diapers have been around for several decades. The first disposable diaper was invented and patented in 1948 by Valerie Hunter Gordon. Since then diaper companies have used multiple strategies when marketing their diapers. With this research paper we will examine how these strategies lead to consumers choosing one brand over another when there is little difference in quality of the products.
. The makeup of a diaper has much changed over time. Valerie started developing and making Paddi, a 2-part system consisting of a disposable pad (made of cellulose wadding covered with cotton wool) worn inside an adjustable plastic garment with press-studs/snaps. Today many popular diaper brands use superabsorbent polymers, resalable tapes, and elasticized …show more content…
In comparison Luvs is much more of a cost friendly brand than Pampers and consumers can appreciate their low prices. Huggies also has used the color branding strategy. When first entering the baby section in most stores, one of the first products you notice is Huggies. Huggies big red packaging leaves emotions of excitement, youthfulness and boldness. Color has a major impact in brand identity, but does it represent the quality of a product? Each of these products sets prices differently with Honest being the most expensive and Luvs being the least. What factors determine how Honest and Pampers can charge twice as much than Luvs? It must be more than some color branding techniques that Honest and Pampers feel they can charge more when Luvs thru multiple ads online and on television advertises that they are just as good . We will investigate this more thoroughly in the research we will do in this …show more content…
Pampers advertise online for free products, samples and coupons using web banners on websites. I wonder if Pampers feels as though they do not need to put a great deal of effort in online advertising because consumers already buy and trust their product. One online tactic they use quite often is video marketing, like the Honest Company Pampers has a video that advertises Pampers cruiser diapers both on TV and online. The advertisement is a short video about how their diapers can be more flexible and forms naturally to babies leading them to cruise around in comfort. Pampers has also launched a "Miracles" campaign that includes a 60-second ad that incorporates couples expecting babies with multiple births, multicultural families, babies with special needs and an unplanned pregnancy. With this ad the brand has begun distributing 30,000 care packages to the more than 800 infant intensive-care units in the U.S.. Pampers tries to promote quality online by advertising how long baby’s diapers can last thru the night. This is very smart because this will target all mothers. Every mother knows the feeling of a baby waking up at 3AM with a soiled diaper. Pampers delivers this message by making consumers believe their product is of longer lasting and better quality than the
. The makeup of a diaper has much changed over time. Valerie started developing and making Paddi, a 2-part system consisting of a disposable pad (made of cellulose wadding covered with cotton wool) worn inside an adjustable plastic garment with press-studs/snaps. Today many popular diaper brands use superabsorbent polymers, resalable tapes, and elasticized …show more content…
In comparison Luvs is much more of a cost friendly brand than Pampers and consumers can appreciate their low prices. Huggies also has used the color branding strategy. When first entering the baby section in most stores, one of the first products you notice is Huggies. Huggies big red packaging leaves emotions of excitement, youthfulness and boldness. Color has a major impact in brand identity, but does it represent the quality of a product? Each of these products sets prices differently with Honest being the most expensive and Luvs being the least. What factors determine how Honest and Pampers can charge twice as much than Luvs? It must be more than some color branding techniques that Honest and Pampers feel they can charge more when Luvs thru multiple ads online and on television advertises that they are just as good . We will investigate this more thoroughly in the research we will do in this …show more content…
Pampers advertise online for free products, samples and coupons using web banners on websites. I wonder if Pampers feels as though they do not need to put a great deal of effort in online advertising because consumers already buy and trust their product. One online tactic they use quite often is video marketing, like the Honest Company Pampers has a video that advertises Pampers cruiser diapers both on TV and online. The advertisement is a short video about how their diapers can be more flexible and forms naturally to babies leading them to cruise around in comfort. Pampers has also launched a "Miracles" campaign that includes a 60-second ad that incorporates couples expecting babies with multiple births, multicultural families, babies with special needs and an unplanned pregnancy. With this ad the brand has begun distributing 30,000 care packages to the more than 800 infant intensive-care units in the U.S.. Pampers tries to promote quality online by advertising how long baby’s diapers can last thru the night. This is very smart because this will target all mothers. Every mother knows the feeling of a baby waking up at 3AM with a soiled diaper. Pampers delivers this message by making consumers believe their product is of longer lasting and better quality than the