Empresa

Subject: Marketing Management II
Group: International
Teacher: Enrique Bigné
Student: Jordi Zapata Morera

INDIVIDUAL ASSIGNMENT 1
The Diaper Wars

1) Identify the levels of productfor disposable diapers.
I think in the basic product of a diaper includes basic characteristics: control leakage, good fit and absorbent. Core benefit is that the baby could be clean and more orless hygienic. In the expected product would be innovations on the skin care, use aloe vera, soda to control odor… The new diapers form P&G would be between augmented and potential product,Rash Guardian diapers.

2) Which have been the benefits of disposable diapers added since Procter &Gamble (P&G) introduced the first commercially successful disposable diaper over 35years ago?
The benefits that the disposable diaper offers to consumers are better features: improved fit, more absorbent and control leakage. For the other part, producers, disposablecontribute to spend one-fourth of water, half the energy and half the pollution in its factory process. Also the price per unit would be lower than the removable.

3) What is the brand strategyfollowed by P&G? And Kimberly-Clark (K-C)? Justify all your answers.
Brand strategy of both companies begins using manufacturer brand. Then they launch their products related on the positioningand according on the target market that they want to focus in. K-C positioning was the premium market. P&G launch different and innovative products along its live.
* Extra AbsorbentDaytime (1990)
* Improved newborn (1990)
* Quality Pampers (1990)
* Breathable (1996)
* Pampers Gentle Touch (1997)
* Rash Guardian (1999)
Their positioning was medium segmentbecause they don’t follow a price-strategy like Drypes. The final P&G situation was due of their positioning because is going to offer diapers from premium prices and it could be a disaster.