The 2024 Next Gen Attention Study - www.livewire.group
Pampers in china
1. IN CHINA
Julia Hödl; Ana Volbracht; Theresa Rauch; Kathryn Kionke;
Yoann Pham; Dmitrii Sytyi
2. 1998 2001
2006
2007
Market Entry
No Softness
Wrong Cultural Approach
No demand
“Delight,
Don’t Dilute”
Right Price
High Quality
Right
Approach
“Golden Sleep”
Viral
Expensive
Successful
3. Competition
DomesticFast followers
No on Market
Development
Know-how in
“Ice-breaking”
Know
local hurdles
Access to local
resources
Compete in
high-end
PoD development
Advanced
technology
4. Competition
DomesticFast followers
No on Market
Development
Know-how in
“Ice-breaking”
Know
local hurdles
Access to local
resources
Compete in
high-end
PoD development
Advanced
technology
Monitor
Successful
Initiatives
Buy
Successful
Locals
Develop
PoDs
5. Rural Areas
12million
Source: Index Mundi [Link]
200
P&G Hope Schools
create brand
awareness
Ambassadors
can spread the
word
Most popular
media in rural China
6. Change Habits
Source: Disposable Diapers.net [Link]
0.9diapers/day
4.5diapers/day
MSc
in Diapering
Educational
Initiatives
Baby care
Diaper Promotion
Research of
Cultural Habits
Understand habits
Argument & Persuade
Expand
Golden Sleep
Involve more people
Develop new
campaigns
7. Public Sector
Nurseries and pre-school
Hospitals
Source: UNESCO Report [Link]
20 million 0-3 y.o.
13 million births/year
100K in Hospitals
at any moment
Much easier to care with diapers.
8. New Formats
Cut package size
1x20 4x5
To fit smaller shelves of
convenience stores
To fit smaller
budgets
More practical
to carry