Brand Actualisation

Pampers has established brand dominance in the Indian diaper market through innovative product lines that meet various baby needs. However, its market share has remained stagnant while competitor Mamy Poko pants has grown. Pampers promotes brand loyalty and creates an emotional connection through social media campaigns encouraging user-generated content and community engagement between parents. While involving customers in campaigns, Pampers has not significantly co-created products with users. The brand maintains a consistent caring personality and provides parenting resources to establish congruence with customers.

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Brand Actualisation

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Mano

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STAGE 6: BRAND RESONANCE

Brand resonance is determined by the emotional bond a brand has with its consumers and the
extent to which that bond motivates them to act.

6.1. Brand Dominance

The brand has been able to establish a strong connection with parents of babies with varying needs
through their campaigns. It has been at the forefront of innovation in different product categories
such as diapers for premature babies, elastic diapers (active baby), softness (premium care), baby
wipes (aloe wipes) [6.1]. Digital campaigns targeting parents for different product categories include
#Pampersforpreemies with special diapers for premature babies [6.2], #babieslovesoft focusing on
soft cotton diapers [6.3], #sleeplikeapampersbaby for anti-rash protection [6.4]. Though Pampers
has been the undisputed market leader in the Indian diaper market over the last decade, Mamy
Poko pants has been growing in popularity with the introduction of pants-type diapers (from 35% to
40% market share between 2017 to 2019), while Pampers’ market share has remained stagnant at
50% between 2017 to 2019 [6.5] [6.6]. In conclusion, we believe the brand has effectively risen to a
dominant position in the market, but is likely to face competitive threats from Mamy Poko pants in
the near future.

6.2. Attitudinal Attachment

Pampers has promoted brand loyalists to become brand evangelists through multiple initiatives,
reinforcing its tagline of “love sleep & play”. Some of the key campaigns include #softsofttest,
#kingofsoft and #Pamperscheektest – Mothers capturing and posting the softness feel of Pampers
premium [6.7] [6.8], #Pampersrosepetaltest – Mothers performing, capturing and posting the rose
petal test on Pampers vs competitor diapers [6.9]. Pampers has also focused on emotional branding
through YouTube, TVC ads and following it up with Instagram campaigns - #Ittakes2 campaign
(urging fathers to take part in caring for their new born babies), #Pampersforpreemies campaign
[6.2] (Exhibit 6.1). Overall, the brand has earned high attachment and loyalty with its customers.

6.3. Co-Creation
Pampers has engaged mothers through #sleeplikeapampersbaby contest, wherein the winner would
have their babies featured in Pampers TV ads [6.10]. It has also co-created content for its social
media handle (Instagram) in the form of testimonials through #Pampersrosepetalstest and
#Pampersforpreemies campaigns [6.9] [6.2]. Other than these initiatives, Pampers has not involved
customers to a larger degree in terms of co-creating products.

6.4. Congruence
Pampers has always maintained a consistent brand message with a sincere caretaker like brand
personality. The Pampers website and application has enabled mothers to be advised from prenatal
stage (pregnancy nutrition, baby name generator, due date calendar, baby shower) to infancy (baby
food recipes, baby lullabies, baby growth tracker) (Exhibit 6.2). Pampers has also focused on
community engagement between parents through campaigns like #Pampersplaydate (live events at
malls), #Pamperspastime [6.11] and enabling questions and answers between parents through their
application to clarify parenting doubts (Exhibit 6.3). In conclusion, Pampers has been successful in
establishing congruence with its customers.
Exhibits:

Exhibit 6.1, https://www.youtube.com/watch?v=tUUaLXhgs8E, “Pampers #Ittakes2: A father’s

promise”

Exhibit 6.2, Pampers application product features including Baby name generator, baby growth
tracker, baby music, prenatal advice
Exhibit 6.3, Online community engagement through Pampers application.

References: