Pampers and Huggies: Brand Extensions 4
Running head: PAMPERS AND HUGGIES: BRAND EXTENSIONS
Pampers and Huggies:
Brand Extensions
Kelsey Student
Global Brand Marketing
Pampers and Huggies: Brand Extensions
Huggies and Pampers are the two largest competing brands in the diaper market. Other brands consist of Luvs, store brands, Seventh Generation, gDiapers, cloth diapers, and others. Consumer opinions and preferences vary amongst the many brands, but the majority of opinions and preferences are between the largest competitors Huggies and Pampers. During a recent survey (Appendix A) of ten consumers, some consumers believe Huggies are better, while others favor Pampers. The differences in opinions and preferences are similar between the two brands that dominate the market. Therefore, these two master brands hold many expansion opportunities within product categories for babies.
Huggies a product of Kimberly-Clark has a well-recognized name amongst consumers. When consumers hear the name Huggies, the majority thinks wipes along with diapers and quality. A couple of consumers even think fashionable when he/she hears the name Huggies due to its Jeans Diapers. Consumers believe Huggies prevents leaks and absorbs well if one has a boy versus a girl. In addition, three out of ten consumers believe friends would approve of him/her using Huggies, as friends perceive Huggies as a premium brand. Consumers hold some of these same beliefs with the Pampers brand.
Pampers are a product of Proctor and Gamble, which is also a well-recognized brand name amongst consumers. When consumers hear the name Pampers, the majority thinks diapers along with wipes and quality. Seven out of the ten consumers perceive Pampers to be the market leader. Stating he/she tried Huggies but felt it did not absorb as well as Pampers nor was it as innovative. For example, one consumer commented on how the Pampers Swaddlers contain a little notch at the top to go around the umbilical cord, which is fantastic and prevents parents from having to roll the top of the diaper down to keep it away from the belly button on newborns.
However, many consumers stated the brand of choice depends on if a parent has a boy or a girl. For example, a consumer with a boy preferred Huggies whereas consumers with a girl preferred Pampers some said the opposite, which means it depends on each individual parent’s preference. Regardless of boy or girl after reviewing the results, it appears the majority of consumers think wipes upon hearing Huggies and diapers upon hearing Pampers. There are additional differences.
For example, the majority perceive Pampers to be the market leader and hold more quality over Huggies. The reason for Pampers to be the market leader as previously mentioned is its ability to absorb better while preventing leaks. This difference is important as it assists in preventing diaper rash and clothes changes due to leaks, which are important to consumers. However, Huggies is more fashionable and produces better wipes. This is important as being able to clean the bottom of a baby also assists in the prevention of rashes. Moreover, a higher quality wipe means consumers will use less wipes per package, making each package last longer. This philosophy is the same with diapers, a diaper that absorbs better while preventing leaks means diapers can last longer. It appears consumers prefer Pampers when it comes to diapers and Huggies when it comes to wipes, but when it comes to extending the brand names into other categories, consumers remained equal with both names and category extensions.
Consumers remained in agreement that neither Pampers nor Huggies should extend itself into furniture (1 rating across the board), strollers (2 rating across the board), or baby monitors (3 rating by 9 out of 10 consumers polled). None of the consumers polled could see Huggies or Pampers releasing furniture, strollers, or baby monitors as it would be weird. For example, some consumers said Pampers and Huggies are diapers and wipes not furniture and that he/she would not buy it if these companies were to release a line of furniture, because it would probably not be of good quality. Consumers remained in agreement that he/she could see Huggies or Pampers extending its names into potty chairs/training seats and diaper bags along with shampoo/body wash/lotion. For example, consumers believed potty chairs/training seats would go well with the brand names, as it is the next step after diapers. Other consumers felt shampoo/body wash/lotion would make sense as wipes are used for cleaning so why not introduce additional hygiene products.
Considering the amount of competition between Huggies and Pampers and consumers beliefs that one is better than the other depending on the gender and some thinking wipes upon hearing Huggies and diapers upon hearing Pampers both brands should consider line extensions.
Huggies and Pampers should explore a line of potty chairs/training seats and shampoo/body wash/lotion as consumers according to the survey (Appendix A) could see these brand names on such product lines. These line extensions would be natural since products such as potty chairs/training seats and shampoo/body wash/lotion are similar to diapers and wipes as each assists with hygiene. Huggies and Pampers should avoid furniture, strollers, and baby monitors as consumers favored those the least. Lastly, upon considering expansion both brands should seek quality and innovation, as consumers perceive these items in addition to diapers and wipes among other items.
Appendix A
Huggies and Pampers
Brand Extension Survey
What do you think when you hear the name Huggies? (Pick only 3)
Quality Likable Other________________
Innovative Market Leader
Socially Responsible Social Approval
Diapers Wipes
What do you think when you hear the name Pampers? (Pick only 3)
Quality Likable Other________________
Innovative Market Leader
Socially Responsible Social Approval
Diapers Wipes
On a scale of 0 (definitely would not expect Huggies to sell it) to 10 (definitely would expect Huggies to sell it) rank the proposed extensions for Huggies: Use each number only once
Scale Rating Proposed Extension
____ Shampoo/Body Wash/Lotion
____ Pacifiers
____ Bibs/Onesies
____ Bath Toys/Tubs
____ Teething Rings
____ Baby Monitors
____ Potty Chairs/Training Seats
____ Diaper Bags
____ Furniture
____ Strollers
On a scale of 0 (definitely would not expect Pampers to sell it) to 10 (definitely would expect Pampers to sell it) rank the proposed extensions for Pampers: Use each number only once
Scale Rating Proposed Extension
____ Shampoo/Body Wash/Lotion
____ Pacifiers
____ Bibs/Onesies
____ Bath Toys/Tubs
____ Teething Rings
____ Baby Monitors
____ Potty Chairs/Training Seats
____ Diaper Bags
____ Furniture
____ Strollers