PAMPER MARKET PLAN AND MARKET RESEARCH
Segmentation/Targeting/Positioning Segmentation: Pampers segments their markets using several different strategies. One strategy used is demographic segmentation, when Pampers targets mothers with babies ages 0-3. Here they are using segmentation by sex and age, they do this by showing commercials with mothers in stores, along with their young child shopping for diapers and choosing Pampers. Focusing on the income and social classes of users is another way pampers has used demographic segmentation. Pampers has been able to maintain this large segment due to the fact that they have affordable, high quality products that appeal to middle income, price conscious, and upper income groups. They break these segments down by focusing on high quality to appeal to the upper class, and focus on how affordable they are to ...