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IN CHINA
Julia Hödl; Ana Volbracht; Theresa Rauch; Kathryn Kionke;
Yoann Pham; Dmitrii Sytyi
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
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
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
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
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
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.
New Formats
Cut package size
1x20 4x5
To fit smaller shelves of
convenience stores
To fit smaller
budgets
More practical
to carry
Rivals
Rural

Areas
Change

Habits
Public

Sector
New

Formats
New domestic competitors & Private labels.
Virtually no sales in rural areas.
Because old habits die hard.
Nurseries and orphanages

may want diapers too.
Adapted to local customers.

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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
  • 9. Rivals Rural
 Areas Change
 Habits Public
 Sector New
 Formats New domestic competitors & Private labels. Virtually no sales in rural areas. Because old habits die hard. Nurseries and orphanages
 may want diapers too. Adapted to local customers.