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MEDIA PLAN


Huggies Gentle Care Diapers Household Products-Baby/Children Kimberly-Clark Corporation


Huggies Gentle Care Diapers

As of the second quarter of 2008 the preliminary figures are 5 billion dollars

Description:

Huggies Diaper is a kind of pants where can one wear to urinate or defecate on theirself descretly. It is a baby shape pamper that is elastic at the leg to provides leakage protection. It has softness inside and out, with a breathable, comfy outer cover and quilted, flexible inner pad. The users include newborns, adolescents, toddlers and preschooler.

Purpose:

Strengths • wetness indicator • adjustable to fit different sizes of babies • soft quilted inside • shaped for little belly buttons • prevents leakage • Wide distrubution channels • Brand loyalty • Brand awarness • Innovation of different kinds of pampers • necessity for sanitary health

Oppurtunities

A clothing worn underneathe pants for people children (unisex)who are not potty-trained. It absorb urine and prevent defecate from leaking out.

• convinent to parents rather • Babies, the users, are born everyday and are in need of diapers • More teen mothers

History:

Weakness

In 1872 a paper company named Kimberly-Clark was established in Wesconsin Fox River Valley. During their second century Kimberly- Clark made a business decision to focus on a “higher-margin consumer products” rather than paper. Their first entry to disposable diapers market, was created by Proctor & Gamble pampers brand, which was an advance. In 1978, Kimberly-Clark tried again but this time it was called Huggies diapers. Many consumer at the time were still using cloth at the time so they immediatly “flocked” to Huggies. In 1985, Huggies was considered the lead of their category for the first time in history. It has been considered the number one selling diaper since 1993.

• Pampers is the dominant Brand of Diapers industry • Can give babies rashes • Competitors are cheaper • Does not prevent odor

Threats

• Decrease in Birth rate • Global warming because of the plastic in diapers takes long to dispose and therefore has a bad effect on the environment. • Bad economy. The price of diapers will increase making it less affordable for parents to buy.


Location: Huggies are sold in 80 countries world wide Price:

Around 33.8 cents per diaper

Competitors

• Proctor & Gambles Pampers • Paragon • Private label Store brands

Market Share of Sanitary Paper Products (2011) BRANDS % Procter and Gamble Co.

.30

Kimberly-Clark Co. .90 Private label .80 Other .00

Retailers that distributes: • • • • •

K-Mart Baby R Us Walgreens Target Walmart

Distrubuting Websites • Diapers.com • Amazon.com • JetSetBabies.com


Primary Consumer: Adults betweeen 18-49 (2,216 users) Women(1,790 users) Married: (1,466 users) No College Education Has children 6 and under(1,301users) Generally are from the South Region(964 users)

Total Users Data according to MRI (2009) (survey)

Total Users Total U.S Pop. (survey)

% of demographic that uses product

% of user category

Index

Adult 18-49

79,657

2,216

2.8

92.1

163

Men 18-49

26,251

426

1.6

17.7

95

Women 18-49

53,406

1,790

3.4

74.4

197

Census Region:South

51,416

964

1.9

40

110

Edu:No college

61,419

1,301

2.1

54.1

124

Edu:Graduated HS

43,445

810

1.9

33.7

109

Edu: Did not graduate HS

17,973

491

2.7

20.4

160

Marital Status:Now married

72,019

1,466

2

60.9

119

Childage:< 6 years

23,447

2,011

8.6

83.6

503

Media Usage: Meduim consumer use heavily: Print (Magazine/Newspaper) Total U.s Pop Total user (survey) Magazine Quintile I(heavy) 27,865 764 Newspaper Quintile I (heavy) 29,216 189

% of product user % of catergory user Index 2.7 31.7 161 0.6 7.9 38


Magazine Type: • Women (59.9 % of category users) • Parenthood(52.4% of users) • News & Enterainment Weekly(47.7% of users)

Total U.S Pop Mag Type:Women Mag Type: Parenthood Mag Type:News & Entertainment Weekly Mag Type: Newspaper Distrubuted

69,218 20,898 58,090 77,448

Total user (survey) 1,442 1,260 1,258 1,148

% of product user 2.1 6 2.2 1.5

Index % of category 59.9 52.4 52.3 47.7

122 354 127 87

The Programs and Vehicles are advertise to families more particular women. They shows that women, who are usually mother, watch advertised on networks women generally watch. The programs that families watch together also show advertisement of Huggies diapers. EX: • American Baby (Family with babies audience)480 user and 20% are product users • Better Homes & Garden(Women audience)576 user and 23.9% are product users • NNN Top 100(Daily/Sunday) (wide audience)103373 and 51.8 % are product users • Parents(Families with children audience)935 users and 38.9 % are product users • Most Commercials are showed on : • Cable:ABCC Family Channel(Family watches programs together)36%are product users • Food Network(Women , primary consumer,Audience)26% are product users • Lifetime(Women,the primary consumer,Audience)31.9% are product usesrs • TBS(Family watch programs together)29.7% are product users TV Show Types:Football Special-Professional(20.8 % user watches the shows)Family watches together Commercial Broadcast: Radio:M-F (3:00p.m-7:00pm)After school and work hours-49.3% of user listen to radio between these hours Radio:Wkend(10:00a.m-3:00p.m)Morning when Children wakes up-58% Websites: Yahoo Mail (39.3% user view ads) Mapquest(22.9% users view ads)



Huggies Media Book