Pampers - Integrated Marketing Communication Plan

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

MMC 500 De La Salle University Manila 2

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



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.



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.



• 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

Table 3: Nappies/Diapers Retail Company Shares 2005-‐2009



% 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

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

Table 5: Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2009-‐2014



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.



• 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.



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,



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.



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.



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



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



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



OOH
• Billboards





• Shed Ads
Area:
o EDSA after Jollibee Kamias
o Libis across Mercury



• Bathroom Ads
Area: Market Market, Taguig City

• LRT 1 Cube Ads
Female Section



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. 9, 2011 One fourth ad Sunday 1 Philippine Star
Jan. 12, 2011 Floating ad Wednesday 1 Philippine Star
Jan. 16, 2011 One fourth ad Sunday 1 Philippine Star

Philippine Daily
Jan. 1, 2011 Half page ad Saturday 1
Inquirer



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



LRT TRAIN ADS
270 days LRT Ad 15
BATHROOM ADS
60 days Female bathroom ad 20 Market Market

Cost Estimates

COST ESTIMATES
MEDIUM DESCRIPTION BUDGET FOR 1 YR.

TV Material Program
Interstitials & TVC 15s Show Time PHP 29,325,600.00
ABS-‐CBN Interstitials & TVC 15s Umagang Kay Ganda PHP 7,082,550.00
Segment Buy 30s Salamat Dok PHP 3,777,360.00
Love ni Mister Love ni
TVC 15s Misis PHP 3,801,600.00
GMA PHP 6,969,600.00
Segment Buys 30s Unang Hirit
TVC 15s 24 Oras PHP 39,204,000.00
QTV TVC 15s Full-‐time Moms PHP 4,014,960.00
Subtotal for TV PHP 94,175,670.00
RADIO
RC 10s Morning Smooth Brews
XFM AOBs Smooth Jazz Cruise PHP 400,000.00
Run of Station
RC 10s The Wake Up Show
AOBs The Afternoon Cruise
Mellow PHP 1,000,000.00
Segment Buy C & C Music Factory
Run of Station
Subtotal for Radio PHP 1,400,000.00
PRINT Size Color
Half Page
29.74 cms (L) x 27.94cms Full Color
(H)
Philippine Daily 1/4 Page
Full Color PHP 3,580,536.96
Inquirer 16.38 cms (L) x 24cms (H)
Floating Ad
Full Color
9 cms (L) x 5cms (H)
1/4 ad
Full Color
16.38 cms (L) x 24cms (H)
Philippine Star PHP 3,493,717.92
Floating Ad
Full Color
9 cms (L) x 5cms (H)



Full page
Type Area: 7 1/2" by 10"
Trim Area: 8 1/2" by 11" Full Color PHP 650,000.00
Bleed Area: 8 3/4" by 11
1/4"
Good Housekeeping
1/3 page (vertical)
Full Color PHP 326,664.00
Trim Area: 2 13/16" by 11"
Bleed Area: 3" by 11 1/4"
Full Page
Smart Parenting Trim Area: 8 1/2" by 11" Full Color PHP 474,000.00
Bleed Area: 8 3/4" by 11
1/4"
Subtotal for Print PHP 8,524,918.88

OOH Location
EDSA P. Tuazon Blvd., Quezon City Php600,000.00
Billboard North Luzon Expressway (North bound) Php465,000.00
Cebu City Arch. Reyes St. Cor. Gorordo Php130,000.00
LED Billboard
Placement EDSA Guadalupe PHP 1,800,000.00
EDSA after Jollibee Kamias PHP 40,000.00
Shed Ad Placement
Libis across Mercury PHP 40,000.00
Bathroom Ads Market Market, Taguig PHP 60,000.00
LRT Train Ad
Placement LRT2 PHP 700,000.00
Subtotal for OOH PHP 3,835,000.00

DIGITAL
Social Networks PHP 100,000.00
PPC Campaign PHP 200,000.00
Subtotal for Digital PHP 300,000.00
EVENTS
How To Love Your Seminar-‐workshop about nurturing babies, proper
Baby ways to take care of them, ways to bond, etc.
PHP 300,000.00
Let Your Love Float:
Mom and baby water Swimming lesson for baby with mommy
bonding PHP 300,000.00
Subtotal for Events PHP 600,000.00
DIRECT MARKETING
first batch of mailers with
diaper samples; creative
Mailers mailers PHP 100,000.00

GRAND TOTAL PHP 108,935,588.88



MESSAGE STRATEGY
Key Consumer Insight
• Consumers (parents) tend to be brand loyal. Most of them are not prone to switching
once they have found the perfect diaper for their babies. From that point on, they will
likely buy the same brand until their babies outgrow the nappy stage.
• Most consumers buy in bulk. Diapers are considered necessities, and a good supply
must always be within reach.
• Perceived quality of the product/brand is the most important factor in deciding which
brand to buy. Price and design/features are just secondary.
• TV is still the best avenue to showcase the diaper brand/product because of its high
reach. Referral from family members and visibility in supermarkets/sales promos, on
the other hand, also help drive consumers into purchasing the product.
Message Objectives
• To highlight the efficiency of using Pampers by communicating that one Pampers
Overnight is equal to two of another brand, thus, “Walang palitan”.
• To provide additional emotional appeal to target the buyers (mostly mothers), thus,
“Walang kapalit ang pagmamahal ang Pampers”
Selling Premise
The selling point of Pampers is its quality based on the length of use of each diaper pad. This
adopts the one versus two selling proposition of most P&G products, wherein one Pampers is
equal to two of another brand. Pampers is not the cheapest brand (in terms of price per piece),
but it is of best value through the extended use of each pad. Therefore, it is more economical to
use Pampers over other brands because you do not need to change it frequently.

Big Idea



“Palit” is a Filipino word that can either mean switch (i.e. switch to another brand) or change
(i.e. change your diaper). This communicates that with Pampers, you do not need to switch
brands because you do not even need to change your baby’s diaper often (1 pad can last up to
12 hours).
“Walang kapalit”, on the other hand, means irreplaceable, referring to the quality and comfort
of the brand Pampers as something you cannot replace. This phrase also connotes an
emotional appeal to mothers by suffixing “ang pagmamahal ng Pampers”. This shows that the
brand transcends physical benefits—by personifying it as a caring and loving product/brand—
characteristics that parents, especially moms, identify with.
Message and Design Execution

The message will mainly be conveyed through simple posters such as the one above – which
also serve as the main marketing collaterals of the campaign. Very clean and straightforward,
this message communicates the core of the campaign, which is love and care. This will be used



in distribution channels like supermarkets, malls, drugstores and the like, and may
complement existing point-‐of-‐purchase materials.
This execution will be localized in various provinces through the use of local dialects. This will
make sure that our message is communicated effectively to every Filipino. Below are sample
executions in various dialects:

Bisaya – “Wa’y mukambyo sa gugma ni Pampers”



Ilocano – “Awan makasukat ni ag-‐ayat ni Pampers”



Ilonggo – “Wala sang kabaylo ang pagpalangga ni Pampers”



OTHER MARCOM TOOLS
Sales Promotion
• Citibank Exchange your Php1500 charge slips with one 12 Packs Pampers Comfort at
selected supermarkets.
• Buy one Pack Get One Pack Promo for 58pcs pack to push for the larger quantity items.
• Exchange your other brands with one pack Pampers (4pcs bundle) to encourage
switching to Pampers.

Public Relations
Publication Genre Communication strategy/Angle
Yes (Summit Celebrity Testimonials from Celebrity moms (Kris Aquino,
Media) Claudine Barretto, Jodi Santamaria, Judy Ann
Santos, Gladys Reyes)
StarStudio Celebrity “What’s in your baby bag?” sponsored feature
Good Household, Convenience and practicality of using Pampers
Housekeeping moms
(Summit Media)
Cradle (October Baby Highlight on superior features of Pampers for the
80) baby
Smart Parenting Parenting Convenience and practicality of using Pampers
(Summit Media)
Reader’s Digest General Reading Sponsored article – Trivia/facts about babies
Asia
Inquirer News -‐ Lifestyle/Parenting – Coverage of Pampers events
Broadsheet
Philippine Star News -‐ Lifestyle/Parenting – Coverage of Pampers events
Broadsheet
Manila Bulletin News -‐ Lifestyle/Parenting – Coverage of Pampers events
Broadsheet





Events Marketing
• In store Campaign – product demo at selected supermarkets.

• Hospital Activations – product sampling and education program for new moms
regarding proper use of diapers for newborn babies.
• Barangay Activations – education program targeting 1000 barangay for first quarter.
• “How to love your baby” -‐ Seminar-‐workshop about nurturing babies, proper
ways to take care of them, ways to bond, etc.
• “Float Love” Mom and baby water bonding -‐Swimming lesson for baby with
mommy on Mother’s Day

Personal Selling
• House to house selling targeting villages, subdivisions and barangay. Standard spiel will
be localized per region.

Digital Marketing
• Website features/Sponsored articles – PEP, ABS-‐CBN, ClickTheCity, QTV/wmn.ph,
push.com.ph
• Online banner advertising
• Pampers forum for moms
• Facebook Fanpage
• Blog Campaigns
• Pay-‐Per-‐Click Campaigns
• E-‐mail Marketing



Online banner advertising in selected websites like ABS-‐CBN and QTV will also double as a data
capture tool where we can opt-‐in subscribers to Pampers’ eNewsletters. This is a way of
building the community of Pampers mommies.



Sponsored articles in entertainment websites like push.com.ph and pep.ph will subtly
introduce the brand to entertainment gossip aficionados (who may be a market for Pampers).
This will complement our PR efforts in making the brand more appealing by integrating it with
feature stories that are not hard sell and pique the interest of the readers.

Merchandise
Shirts and Baller IDs

Pampers shirts, with a heart emblem (the same heart used in the current Pampers logo), will
be distributed and used during events, trade launches and even in TV guesting of endorsers
and brand ambassadors. The heart symbolizes the tagline “Walang kapalit ang pagmamahal ng
Pampers” – with the heart being known for its association with love and affection. Through this,
the emblem of Pampers’ irreplaceable love and care will be more visible, and its impact will
last longer, without being hard-‐sell (the word Pampers or taglines will not be visible in the
shirts).
Similarly, baller bands will be distributed as a cost-‐effective means of making people carry the
brand wherever they go.



Baby Books

Pampers will be printing baby books to be distributed to pediatricians. The baby book will
serve as the parents’ (and the pediatrician’s) guide from the day of their baby’s birth. Apart
from the printing of the logo on the cover, the brand Pampers will be visible throughout the
baby book through some articles, baby tips and other forms of branding.

This marketing effort will not be a hard selling activity, as Pampers’ branding will go
seamlessly with the baby book. No promotional advertisements will be placed in the material.



Special Earth Month Green Bags

To celebrate Earth Month in April, special Pampers bundles (12-‐piece packs) will come in
“Green” earth-‐friendly reusable shopping bags. This will be in partnership with SM
Supermarket, Hypermarket and SaveMore branches, in line with the retailer’s advocacy of
going green and reducing the use of plastic bags.
Special Pampers bags may be reused in any SM branch, and in-‐store promotions apply – such
as the extra points for SM Advantage cardholders and “Bring Your Own Bag” Wednesday
campaign.
This reusable bag will be a limited edition offer.



Sample Advertising Executions

Print – Magazines, Newspapers and OOH (Billboards)





TVC Script

(Mom changes diaper during midnight)
Dad: Mommy, gising ka pa?
Mom: pinapalitan ko lang diaper ni baby

(Clock at 3am)
Dad: Nagpapalit ka nanaman ng diaper?
Mom: Basa nanaman si baby
(Dad looks grumpy kasi di na sila nakakatulog ng maayos)
Dad: Palitan mo na nga yan. (Referring to diaper brand)

Radio Commercial Script

Title: “Snore”
Product: Pampers Overnight
TRT: 10 seconds
(SFX: SNORE, SNORE)
(SFX: BABY CRIES)
Female: Palit diaper na naman si baby?
Male: Palitan mo na nga yan!
(MUSIC UP AND UNDER: INSTRUMENTAL)
VO Female: Sa Pampers mahimbing ang tulog ni baby at ng buong family! Dahil walang kapalit
ang pagmamahal mo, walang kapalit ang pagmamahal ng Pampers Comfort.
(SFX UP AND UNDER: SNORE)
VO: (WHISPER) <DTI Line>



CAMPAIGN MANAGEMENT

Evaluation of Effectiveness

The diaper industry expects a 19.9% growth in 2011 with an estimated 12,566.7M
pesos of retail sales. Pampers still holds the top market share among diaper brands in the
industry with 33%. In order to achieve Pampers’ objective of increasing market share to 38%,
the brand needs to generate 4.7B of sales in 2011. In line with this, expected return-‐of-‐
investment from marcom activities are computed based on budget allocated for each activity
and schedule of each activity relative to the target sales per quarter and per marcom activity.
To illustrate, the second quarter of the marcom campaign is the most aggressive period
consuming 30% of the budget allocated for the plan. (See Media Plan) TV ad is the most
expensive among the marcom tools used with 61.9% of the budget is allocated for it. The
40.7B target sales of Pampers are divided based on the budget allocation of each marcom
activities per quarter. Thus:
4.76B x .30 x .619= 883.93M
Where:
4.76B – target sales for 2011 to increase market share to 38%
.30-‐ percent of budget allocated for 2nd quarter ( refer to media plan)
.619-‐ percent of budget allocated for TV ads for the 2nd quarter (refer to media plan)
MARCOM Target Sales Qualitative

st
TOOLS 1 Quarter Metric
TV Ads 736.61M Launch New TV Ad in 2 Major Stations
Radio Ads 9.12M Start Radio Ad Campaign
Print 211.07M Launch Print Ad Campaign Metro Manila
OOH 119.38M Launch OOH Campaigns
Digital 650M Launch Revamped Website and Forum
Events 65.06M Suyod Campaign on Hospitals and Villages
TOTAL 1,794.81



MARCOM Target Sales
Qualitative Metric
TOOLS 2nd Quarter
Product Placements in Morning
TV Ads 883.93M
Shows
Radio Ads 10.88M Start of Tongue Twister Campaign
Target North and South Luzon

Print 253.28
(Localized Ad)
OOH 143.26M Target North and South Luzon Areas
Digital 45.84M Social Media Marketing Campaign
North and South Luzon Barangay an d

Events 78.07M
Hospital Events
TOTAL 1,405.21

MARCOM Target Sales

Qualitative Metric
TOOLS 3rd Quarter
TV Ads 823.95M Product Placements in Noon Time Shows
Regional Campaign -‐ North and South
Radio Ads 10.2M
Luzon
Print 236.39M Target Visayas (Localized Ad)
OOH 133.71M Target Visayas
Start of PayPerClick and Forum
Digital 43.7M
Management
Events 72.87M Visayas Barangay and Hospital Events.
TOTAL 1,320.91

MARCOM Target Sales

Qualitative Metric
TOOLS 4th Quarter
TV Ads 495.20M Christmas TV Ad Campaign
Christmas Radio Campaign. Visayas
Radio Ads 6.20M
and Mindanao Regional Campaign
Print 143.52M Target Mindanao (Localized Ad)
OOH 81.18M Target Mindanao
Use database for Mobile and
Digital 26.54M
Internet Campaigns
Mindanao Barangay and Hospital
Events 44.24M
Events.
TOTAL 796.88



Campaign Budget

The annual campaign budget for 2011 is PHP 110,956,000. This is 2.36% of the target sales
for next year which is PHP 4.7 B.
CAMPAIGN BUDGET FOR 2011
Media Placements
TV PHP 94,175,670.00
Radio PHP 1,400,000.00
Print PHP 8,524,918.88
OOH PHP 3,835,000.00
Digital PHP 300,000.00
Production
TVC PHP 500,000.00
Radio Commercial PHP 20,000.00
Direct PHP 100,000.00
Events PHP 600,000.00
Merchandise PHP 1,500,000.00

TOTAL BUDGET PHP 110,955,588.88

0.01% 2011 Budget Allocation

0.45% 0.09% 1% 1%
0.27% TV
4%
1% 8% Radio
Print
OOH
Digital
TVC
85% Radio Commercial
Direct
Events
Merchandise


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500 De La Salle University Manila 1

Nappies/Diapers 7,734.8 8,345.9 8,951.7 10,028.2 10,987.3 11,645.4

Nappies/Diapers 6.0 8.5 50.6

Table 3: Nappies/Diapers Retail Company Shares 2005-­‐2009

Procter & Gamble 32.8 33.4 33.4 33.4 33.4

Table 4: Nappies/Diapers Retail Brand Shares 2006-­‐2009

Pampers Procter & Gamble 33.4 33.4 33.4 33.4

Disposable Pants 222.9 235.1 247.6 260.2 273.0 285.8

Disposable Pants 5.1 28.2

KEY STRATEGIC CAMPAIGN DECISIONS

Pampers Diapers Consumer Decision Grid and Target Audience

Target Market ‘s Behavioral Sequence Model

Consideration Need Arousal Information Purchase Usage

Decision Stage Communication Target Where and IMC Options

• Advertising – TV, Radio and Print

All Moms 25 -­‐ 40

Media Buying Tactics

• Thematic TVCs 15s

• Radio Commercials Spot Buys

SCHEDULE OF ADVERTISEMENTS

EDSA P. Tuazon

Subtotal for Print PHP 8,524,918.88

Message and Design Execution

• In store Campaign – product demo at selected supermarkets.

Special Earth Month Green Bags

Radio Commercial Script

(SFX: SNORE, SNORE)

(SFX: BABY CRIES)

Female: Palit diaper na naman si baby?

Male: Palitan mo na nga yan!

(MUSIC UP AND UNDER: INSTRUMENTAL)

(SFX UP AND UNDER: SNORE)

VO: (WHISPER) <DTI Line>

Evaluation of Effectiveness

MARCOM Target Sales Qualitative

Radio Ads 9.12M Start Radio Ad Campaign

Print 211.07M Launch Print Ad Campaign Metro Manila

OOH 119.38M Launch OOH Campaigns

Digital 650M Launch Revamped Website and Forum

Events 65.06M Suyod Campaign on Hospitals and Villages

Radio Ads 10.88M Start of Tongue Twister Campaign

Target North and South Luzon

Digital 45.84M Social Media Marketing Campaign

North and South Luzon Barangay an d

MARCOM Target Sales

Events 72.87M Visayas Barangay and Hospital Events.

MARCOM Target Sales

CAMPAIGN BUDGET FOR 2011

0.01% 2011 Budget Allocation

Das könnte Ihnen auch gefallen

Table 3: Nappies/Diapers Retail Company Shares 2005-‐2009

Table 4: Nappies/Diapers Retail Brand Shares 2006-‐2009

All Moms 25 -‐ 40