Table of Contents Introduction 1 Current Marketing Situation 1 A. Current Product/Services Situation 1 B. Company Situation 2 C. Current Market Situation 3 D. Consumer Situation 4 E. Macro-environment Situation 6 SWOT Analysis 8 Distinctive Competencies 8 Key Issues among External and Internal Factors 9 Objectives 9 Financial objectives 9 Marketing Objectives 10 Marketing Strategy 10 A. Segmenting: Dakar, Senegal 10 B. Target Market 10 C. Positioning Strategy 11 D. Marketing Research Strategy 12 E. Product Strategy 12 F. Price Strategy 13 G. Distribution Strategy 13 H. Advertising Strategy 14 Radio 14 Billboards 14 I. Promotion/Direct Marketing Strategy 15 In-Person Free Sampling 15 Free Sampling Dispensers 15 Action Programs 16 Projected Profit and Loss Statement 18 Controls 18
Transcript
Table of Contents
Introduction 1
Current Marketing Situation 1
A. Current Product/Services Situation 1B. Company Situation 2C. Current Market Situation 3D. Consumer Situation 4E. Macro-environment Situation 6
SWOT Analysis 8Distinctive Competencies 8Key Issues among External and Internal Factors 9
This marketing plan details how Pampers Sensitive Baby Wipes can effectively enter the
Senegalese market and capture a profitable portion of the market share for a relatively low
investment. It begins by explaining the current situation of the product, the company Proctor and
Gamble, the market conditions in Senegal (including demographic and political climate), and the
state of Senegalese consumers. Next, the plan details the strengths and weaknesses of Pampers
as an international brand, and the opportunities and threats currently facing Pampers. It then
details the financial and marketing objectives we will set as a benchmark for success. Following
this, the marketing strategy explains how these goals will be accomplished. Finally, the plan
details how this venture will remain profitable. The introduction of baby wipes into the country
of Senegal provides a social good to the people, while allowing the Pampers brand to increase
value and continue to profit.
Current Marketing Situation
A. Current Product/Services Situation
Baby wipes provide a quick cleaning solution for everything from your little one to
household items. Introduced in the mid-nineties, baby wipes have not been around for a very
long time, which means Procter and Gamble has not reached full market potential throughout
the whole world. The Procter and Gamble Company has a huge market share in every division
they compete in, with the whole company in control of just shy of 35% of the market share for
hygiene products. In the baby wipes industry, P&G enjoys a 30% market share. Their market
domination shows in their financial statements, in 2016 P&G had an operating income of $582.6
million. Right now, North America represents 40% of the company's revenue every year, but if
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they were to tap into these promising markets, they could add new revenue streams and expand
their potential profit. Because there is an incredibly young population in Senegal, as well as a
high birth rate, and the majority of the population below the age of 18, there is a sizeable
potential market of consumers who need better alternatives to hygiene and cleaning products.
While Pampers has some variations in packaging and styles, we are focusing on the “pop top”
style, that has a soft plastic body to store the wipes with a hard plastic opening to pull the wipes
out of. Having a more compact packaging style means that it takes up less space, creates less
waste and the overall weight is much less, making it easier for consumers and shipping purposes.
Having the hard plastic pop-top means that the wipes will not dry out because they can be sealed
in a more air-tight fashion.
Baby wipes can be used in many other ways than just cleaning up a baby’s bottom. They
provide a quick and easy way to clean up food messes or small spills, rid your hands of sticky
residue, can be used in place of toilet paper, and will even help cool down a sweaty forehead on
a hot day. Even when they have dried out, you can simply rewet them a little bit, or use them as
a fire starter.
B. Company Situation
Pampers was founded by Victor Mills, an American chemical engineer who worked for
Procter & Gamble Co. He invented the disposable diaper in the 1950s, using his grandchildren as
test subjects and the Pampers Company was founded in 1961.The company became a million
dollar brand in the 1970s, because they launched better features and were responsive to
consumer’s needs. They also expanded their brand around the world, adopting different features
that adapted to different cultural differences and parental preferences. They made sure the
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product was affordable for new families. The company enters the baby wipes business in 1996 in
the US. In 1984, Proctor and Gamble invested over 500$ million to re-platform their systems.
The new fitted diapers helped Pampers reestablish their share brand in the market to be #1. As
of May 2016, the brand value is $11.5 billion with $10.4 billion in sales. Pampers products are
used by 25 million babies in 100 countries including Nigeria, Egypt, and South Africa in Africa.
In 2012, Pampers became the first Procter & Gamble brand to make $10 billion in annual
revenue for the company. Procter and & Gamble currently has 110,000 employees. Pampers,
which is Procter & Gamble’s largest brand, is the number one or number two baby care
competitor in most of the key markets. Pampers’ largest competitors are Huggies and Johnson
and Johnson's. 30% of the global market share of Procter and Gamble consist of mainly diapers
and baby wipes.
C. Current Market Situation
Senegal’s economy is expected to do well in 2016, with an expected rise in real GDP of
6.6%, after rising by 6.5% in 2015 (Euromonitor, 2016). About half of the country’s workforce is
in the groundnut industry, with a double digit percent of the country’s population as unemployed.
The biggest import and export for Senegal is petroleum oil. The Senegalese government’s long
term focus is to turn the country into a regional economic hub by realizing growth of 7-8%
annually. In 2013, the average spending power per citizen was $1,018 in US per capita.
Senegalese tend to buy imported products, which may be from a lack of education about local
consumption. As an emerging market, Senegal will provide international companies such as
Pampers with the opportunity to target new and large markets as people are buying up due to the
industrialization and economic growth.
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One major trend happening in Senegal is the rise of migrant workers’ remittance back
into Senegal. From 2001 to 2010 the amount of remittance flowing into Senegal rose from $305
million USD to $1,164 million USD. This is not just a trend in Senegal but is found in many
developing countries, becoming a “viable way to finance their development and reduce poverty”
(World Bank). Remittance into Senegal is equivalent to between 9-11% of the entire country’s
GDP. When counting informal transfers of money, some estimates say it could be as high as
19% of GDP. Two main reasons why this has become so popular is that there was a 50%
devaluation of the CFA franc in comparison to the French franc, which double the value of all
remittance, and the fact that advances in technology have made money transfers much easier and
more secure (World Bank). The majority of money flowing into the country through remittance
is through the EU, more specifically Italy, Spain, and France, in that order (World Bank).
D. Consumer Situation
The country has a relatively high rate of imports, mostly for food, but this has led to a
preference for foreign products due to lack of education about local consumptions. The
Senegalese perceive that a foreign product has much higher quality than something that is made
in Senegal, which greatly impacts their buying decisions.
Poverty accounts for 46.7% of the population, so inequality amongst consumers is low
(World Bank Group). However, geographic disparities are high, with 2 out 3 living in rural areas.
Most of these rural areas do not have supermarkets, but instead, their shopping is done in outdoor
markets (World Bank Group). Around the large cities in Senegal, where the presence of upper-
middle class residents is growing, there have been recent introductions of international
supermarket chains (Export Enterprises SA). In these chains, consumers finally have purchasing
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power they do not have in the traditional outdoor markets that the vast majority of the country is
used to. This buying power has further increased a desire for foreign products, namely American
and French. This good for the American company of Pampers that is coming into the untapped
market (Export Enterprises SA). Recent studies believe that these urban consumers will more
than triple in Senegal from 2015 to 2050, which could grow desire for foreign products even
more and enhance the ability to distribute the baby wipes (“Senegal Grocery Report..").
Additionally, a desire for sanitation is on the rise amongst Senegalese culture. In 2010,
only 43.5% of the country had access to good sanitation, while the country’s goal was for 70.1%
of the population to have access to proper sanitation (United Nations). As baby wipes are a good
that fights against germs and cleans up bodily wastes, consumers should be receptive of the
multi-purpose product for health reasons. Consumers are also likely to be receptive of the
product because of higher infant mortality rates in the country that the citizens try to combat by
having more children. Baby wipes are one way to help protect their children from diseases or
infections that could be leading to death amongst babies.
Within Senegal, Pampers would specifically be targeting their baby wipes towards young
moms. This is something the brand excels at domestically, but could be brought into Senegal.
Women have a high fertility rate of 4.36 per woman, so there is great potential for loyal buyer for
many years.The purchase of baby wipes could become a habitual purchase, which means high
profits for Pampers for many years to come, especially as the demand for foreign products
continues to rise. For these women the average age at entry into labor market stands at 16.5 years
old. This means they will have some sort of minimal income to invest in a product such as baby
wipes when they have children. The mean age at marriage is 18.2 years, while the mean age at
first birth stands at 19.5 years (Sahn and Marchetta). Senegal is home to seven television
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channels and makes up for 57% of all advertising spending. This medium is more effective for
those women living in the urban areas, such as the city of Dakar which is home to 22% of
Senegal’s total population. Radio ads are used as a way to communicate marketing messages
because it only required listening, not reading, from these women. Listeners are the same
consumers who will be shopping at the town’s outdoor market.
E. Macro-environment Situation
Senegal has a population of 14,320,055 people, 3.52 million of which are located in the
capital city of Dakar, and growth rate of 2.42%. The country has a large and growing youth
population (41.85% of its population being 0-14 years old), which can be attributed to the high
fertility rate of 4.36 children per woman. This high rate is the product of a desire among many
Senegalese for large families and the low usage of contraceptives (the prevalence of which is
17.8%). Although the population is growing, Senegal has high maternal and infant mortality
rates, with 315 deaths per 100,000 births & 50.3 deaths per 1000 births, respectively (World
Factbook). Households are usually nuclear or polygynous (husband, multiple wives, and their
children), many of which are crammed into small living areas due to a migration from rural to
urban areas (Clark). These urban areas produce about .6 million tons of solid waste per year, and
the impact of pollution on the health of citizens is estimated at 2.7% of GDP (Senegal -
Environment, Instituto). There is also a large prevalence of HIV/Aids, with about 60,000
infected and 2,500 deaths per year due to the illness (Major).
The official language of Senegal is French, the result of the country originally being a
French colony. Islam is the religion of 95.4% of the population, followed by Christianity at
4.2%, and the remaining .4% identifying as animists (World Factbook). In its past, Senegal had
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problems incorporating science and technology into its development policies due to limited
human and material resources in these fields. This need, among others, led to the creation of the
Academy of Science and Technology of Senegal in 1999 (Sock). Today Senegal has numerous
institutions dedicated to science ( For example, the African Regional Center for Technology and
the Senegalese Institute for Agricultural Research), a majority of which focus on agricultural
subjects like food, nutrition, livestock, and veterinary research. In an effort to strengthen the use
of information technology and communication (Gale), Senegal created its own intranet resource
in centre in 2009. It also began an ambitious project to create “Diamniadio Technology Park”.
Funded by the government and African Development Bank, this park will be Africa’s version of
silicon valley. About 83% of Senegalese have mobile phones, 40% of which are smartphones
with internet access (Spooner).
Senegal has good infrastructure compared to many developing countries. It boasts many
paved roads and highways, a slightly dated railway systems, a seaport, and its international
airport is one of the largest in West Africa. Unlike most african nations, Senegal has a well
established multiparty republic with separate judicial, legislative, and executive branches. A
democratically elected president appoints a prime minister who assists him (Clark). Their
constitution was revised in 2001, which “proclaims fundamental human rights; respect for
individual and collective property rights; political, trade-union, and religious freedoms; and a
democratic and secular state.” Even so, Senegal still suffers from high rates of unemployment
among adults and large amounts of child labor (Instituto).
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SWOT Analysis
The two major competitors of Pampers/Procter and Gamble are Huggies, owned by
Kimberly Clark, and Johnson & Johnson. These companies are fierce competitors both
domestically and multinationally.
Appendix Item A gives a detailed SWOT analysis for Pampers. See Appendix Items B
and C for detailed analyses of Procter and Gamble’s main competitors.
Distinctive Competencies
Pampers is set apart from their competitors because Procter & Gamble has a partnership
with UNICEF to administer tetanus boosters. Their brand name is already known in Africa for
being an ethically good company, and this level of social consciousness can carry their name.
They have also proven that they can enter into the Sub-Saharan Africa market with Nigeria and
South Africa. Moving into other countries, such as Senegal, will be much easier for them,
because they already have experience.
The Pampers brand also targets the mother directly by building a relationship with her
through their promotional content and more interactive website explaining baby needs. This goes
along with our recommended target market of young mothers.
Key Issues among External and Internal Factors
At this time, external factors are more important for Pampers brand. It has already proved
itself worthy both domestically and internationally. They are a strong brand internally. There
have always been price wars between Procter and Gamble and the previously mentioned
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competition. Because of extremely low switching costs between brands, it is important for
Pampers to keep a strong hold on the market. This also extends to any negative publicity or
poorly executed promotions. There is going to be constant competition for opportunities;
whichever brand capitalizes on it first will have the upperhand.
Objectives
Financial objectives
Sales Projections: There are approximately 321,800 females in Dakar ages 19-24.
Combining radio advertising, billboards and free sampling, near 95% of the population will be
reached by advertising. If we can sell to 2% of these females in year one, we think we could go
up to 5% in year 2 and 10% in year three. Of course, since women will ideally be buying wipes
frequently, and since most women have more than 4 children, this will create higher sales
volume. See appendix D.
Marketing Objectives
There is great potential for Pampers baby wipes to do well in Senegal, however, we have
set a few objectives for the company to stand by. This will help the company reach the financial
goals and ultimately be profitable.
❖ Brand recognition within the first year
❖ Adjusting our controls if we run into issues
❖ Monitoring how many consumers are purchasing each month to see if we need to adjust
promotional giveaways.
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❖ We hope to use Senegal as a launching pad into the many other sub-saharan African
cities that have demographics similar to those of Dakars. Hopefully after success is
proven in Senegal, Pampers can continue helping sanitation efforts throughout all of
Africa
Marketing Strategy
A. Segmenting: Dakar, Senegal
Mainly focusing on Dakar because it is 22% of the country’s population. This
means we will be targeting more of the growing middle class, where they have small grocery
store chains. Senegalese buying power among the middle class is growing in a desire for foreign
products, namely American products, so this is Pampers’ favor.
B. Target Market
Young women- ages 19-24 who are with child. Their family income is average
and most of the time, the women are not working. They have more than 1 child. 95% Muslim,
collective society therefore social acceptability is of importance. Women get together often and
they trust the information received from each other. To reach the mother's, radio and television is
important, as not very many people frequently access the internet. Ninety five percent of people
in Dakar listen to the radio, and 54% of Dakar citizens said they listen to the radio practically
every day. Another thing we will have to rely on is word of mouth. Since mothers and their
babies typically spend lots of their day with other mothers and their kids, word of mouth is a
great way to increase awareness about our product. Also, when kids are playing, they will end
up getting dirty and if mothers clean their babies with Pampers, other mothers will be
encouraged to do the same, since they are highly influenced by each other.
Our target market is young women ages 19-24 with children, as stated before. However,
our persona for the type of woman we are targeting to is named Awa Dia, and all information
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about her can be found under Appendix E. Awa Dia requires messages to be highly visual and
auditory. In addition, baby wipes currently perceived poorly in senegal because they dry out
quickly. Sampling will be used to induce trial.
C. Positioning Strategy
According to mothers who live in Dakar, the wipes they use are costly, but their quality is
low. For example, the entire thing dries as soon as you open it, therefore mothers have to apply
additional water in order to use it, but it doesn’t do a good job. Our product uses sensitive
formula that is gentle on any baby’s skin. It will retain its moisture due to the quality of the
product and the packaging. Although we are targeting mothers so that the product can be used on
the baby, the mother can greatly benefit it from it. Firstly, it will make cleaning for the mom
more convenient and save time and money. The mother can use it for herself since it is gentle on
the skin to wipe off henna as it is a popular thing for the women in Dakar.
D. Marketing Research Strategy
Because only 46% of females in Senegal are literate, we will focus a lot of our attention
on radio advertising, but also on billboards. Billboards are very popular along the roads in
Dakar, and mostly picture-based as lots of people are illiterate. While a lot of billboards
showcase food and drink, with smiling or dancing people showing the product off, ours will
focus on a happy baby and mother, with the mother proudly holding up her pop-top container of
Pampers baby wipes. We decided all of the writing for our marketing as well as packaging
would be in the national language, French. In addition to this, since 95% of the population is
Muslim, we want to connect to them in that way. Babies are a gift, and we want to convey that
we understand and know how important families are to these Senegalese families. On our
billboards, since there needs to be some writing along with happy mothers and babies, simple
and short words most people would recognize like “Our babies are a blessing, keep them clean!”
with the largest font saying “Pampers”. Since most billboards in Dakar are fairly simple, as ours
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will be, we want to bring the Pampers bright colors to the advertisement, the teal and yellow is
eye catching but they are also “happy” colors.
Radio advertising is also important for us, in between programs commercial ads play and
this will help get our name out there. Radio is easily accessible all throughout Senegal so
whether people are sitting down to listen to programs or just listening to the radio while they do
other tasks, exposure to the Pampers brand name will be increased, and this will help illiterate
mothers learn more about the brand.
E. Product Strategy
Sensitive care for your baby’s gentle skin. Low price, high quality. Easy and quick to
keep yourself and your baby comfortable and hygienic. Can be used for anything, wiping messy
hands, cheeks, and bottom. The packaging for the product will be flexible plastic wrapping, with
a hard plastic top that pops up. The reasoning behind this packaging design is due to it being
more inexpensive than a full rigid container. The color scheme on the packaging will remain
constant with the Pampers brand, using a bright yellow and Pampers Teal. The logo will also
remain the same as on American packaging, with the white lettering and yellow heart above it.
All other language on the product will be in French, as it is the official language of Senegal.
Images of the packaging and how we’ve adapted it can be located in Appendix F.
F. Price Strategy
Senegalese consumers are very price sensitive, so we are only selling our product for 755
CFA (1.23USD) and since they don’t have taxes added at the cash register, like we do here in the
USA the price the consumer would actually be paying is 891 CFA (18% tax) plus store markup
of 22 cents, making the final cost to the consumer 1,025 CFA which is still only the equivalent of
about 1.67 USD, making each wipe just under 3 cents for the packs of 56 we are selling them in,
which is not unreasonable. We will be making 68 cents per pack. Our pricing flowchart and
selling price breakdown is in Appendix G.
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G. Distribution Strategy
P&G manufactures in France, which is where Dakar imports almost 20% of its products
from. It will be easiest for us to ship into the port of Dakar from their manufacturing facility in
France. In addition to this, Senegalese citizens love American and European products and will
actively seek them out. (USDA Foreign Agricultural Service p 5). All major shippers go to this
port, as many other countries in Africa use this port for imports as well. To ship a full shipping
container by sea from France to the port of Dakar would roughly be $1,050, and a 20 foot
container is 20' x 8' x 8'6", so we could fit about 24,000 packages in a shipping container,
making it only about four cents per unit to ship. That means that for the first 3 years, we would
most likely only have to ship about once a month.
Once the products has been unloaded, it will be distributed to local stores to become
accessible to consumers. As the number of urban consumer is increasing, new international
supermarkets such as Carrefour are opening in Dakar. We will be distributing our product
through the stores Auchan, Carrefour,Casino, Citydia, Score, and Protea. Stores such as Citydia
has around 9 branches in Dakar, which will be helpful for Pampers. Stores will markup the
product by 19 cents.
H. Advertising Strategy
Radio
Since radio ads are very inexpensive, and as mentioned before many people in Dakar
listen to their radio daily, we will be able to play lots of 30 second ads. One thing we want to
focus on for these advertisements is emotional appeal, specifically fear. A big problem
throughout all of Africa is diarrheal disease and is a main cause of death in children under 5. It
is also easily preventable and better sanitation is the easiest way to keep your children safe.
Since we can’t have wordy billboards, radio is the only place we can use this fear tactic.
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However, when first launching the product, the brand will have to first establish some of
the benefits of using baby wipes and can not strictly be instilling fear. These radio ads will still
appeal to mothers because it is informing not only of the features, but the value of the product.
See appendix H for an example of this type of radio advertisement.
BillboardsBillboards are also very inexpensive, which is why we will be keeping five for the first
two years (see action plan). As seen above, since a lot of women are illiterate, pictures, phrases
and our slogan will be the main focus on billboards. We designed a few that would fit in Dakar
and capture the attention of our target market. For example, one says “Le bebe propre. La mère
heureuse” (clean baby, happy mom) with the larger font on the mom part, since she is who we’re
really trying to capture and focus on because the mother who wants a clean baby is the target
market. See appendix I to get a better idea of some billboard ideas.
I. Promotion/Direct Marketing Strategy
In-Person Free Sampling During the first 6 months of our campaign, we will hire two Senegalese woman who
resemble our target market to pass out free samples of our baby wipes. We want women of
Dakar to feel comfortable talking to the person trying to induce trial. Community is very
important in Senegal, therefore, word of mouth is very useful as mothers talk to each other on a
daily basis. Buying a foreign product might be a leap of faith in the beginning, but by having
other young mothers to recommend our product, trust will be built quickly. Also by having a
person available, who is trained by Pampers, questions can be answered on site. They will be
passing our individually wrapped free samples of baby wipes, see Appendix J for an example.
This also allows for an opportunity to change the current perceptions of baby wipes in Dakar
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because other brands are dried out before mothers can use them. This free sampling can assure
mothers that our baby wipes will stay wet.
Free Sampling Dispensers
We plan to go to local markets, such as areas where mothers take their children to play.
Zippy Land playground is a popular place in Dakar where lots of mothers take their kids to play
and the mothers can socialize with each other. We plan to put a free sample dispenser (see
appendix item K) because mothers will most likely need to clean their children up after playing,
or change a diaper while playing, it will encourage mothers to use a baby wipe and then they will
be more likely to go out and buy them once they recognize the quality of our product. We also
plan to put these dispensers in the popular Hotel & Theme Park called Magic Land which is a
great place for mothers to take their kids for the day, and if they're in the park all day, they will
most likely need to clean up their young one at some point throughout the day. Our dispensers
are mobile and they come with a trash can to make it convenient for users. They come in a large
plastic bag inside the dispenser that keeps the wipes wet and allow mothers to pull it out one at a
time. There will be 150 wipes and will be replaced every week. We will pay a royalty of $1,080
for 6 dispensers to be placed each year.
Action Programs
January Year1 Radio ads ($10 for a 30 second ad, we will
run 4 a day [2 in morning, 2 in late
afternoon]), free sample dispensers (6 total).
Will be refilled by store each week. Initial
cost of $15. Refill cost of $2.25 (wipes cost a
cent and a half, dispensers hold 150), 5
billboards (cost $4,893), in person free
sampling at local places where mothers hang
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around with children such as the amusement
park and local markets. (Two people will be
required for this job at each location. The
same two people can go to 6 locations in the
first week of each month). These information
will be applied for the remainder of the year.
February Y1 Radio (4 a day), free sample dispensers, 5
billboards, in person sampling.
March Y1 Radio (4 a day), free sample dispensers, 5
billboards, in person sampling.
April Y1 Radio (4 a day), free sample dispensers, 5
billboards, in person sampling.
May Y1 Radio (4 a day), free sample dispensers, 5
billboards, in person sampling.
June Y1 Radio (4 a day), free sample dispensers, 5
billboards, in person sampling.
July Y1 Radio (4 a day), free sample dispensers, 5
billboards
August Y1 Radio (4 a day), free sample dispensers, 5
billboards
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September Y1 Radio (4 a day), free sample dispensers, 5
billboards, in person sampling.
October Y1 Radio (4 a day), free sample dispensers, 5
billboards
November Y1 Radio (4 a day), free sample dispensers, 5
billboards
December Y1 Radio (4 a day), free sample dispensers, 5
billboards, in person sampling.
March Y2 Radio (2 a day, 1 in morning, one in
afternoon), free sample dispensers, 5
billboards
June Y2 Radio (2 a day), free sample dispensers, 5
billboards
September Y2 Radio (2 a day), free sample dispensers, 5
billboards
December Y2 Radio (2 a day), free sample dispensers, 5
billboards
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Projected Profit and Loss Statement
See appendix L for all of our financial projections
Controls
By month 6 we aim to have 2% of the 5% targeted and regularly buying our product. Mid
first year, we will evaluate the amount of shipments we are receiving and see if we need more or
less. Keep track of sales and quantity sold for each store every month for the first 6 months then
do it quarterly. Sales data for each store will be used to figure out which stores are most
successful, we will then see what these stores are doing differently, and apply these changes to
the less successful stores if possible. We will survey mothers in various locations around Dakar
(playgrounds, mosques, markets, etc.) about the product three months after launch in order to see
where our product is positioned in the consumer’s mind. We will also hold monthly focus
groups for the first six months to determine the reactions to our product that can be expected
from the larger population. In these focus groups, we will also present various promotional
material (radio ads, billboards, etc.) and ask members if they recognize it, to see what kind of
reach our promotional strategy has had and if any changes need to be made. In the event that our
focus groups and/or surveys show that our promotions are not effectively reaching our target
audience, we will reevaluate our marketing strategy and modify any areas that are lacking.
Conclusion
Overall, the marketing plan to be implemented in Senegal will be profitable in year one.
Dakar offers an emerging market with a growing number of urban consumers, which will later
allow Pampers to use its newly found brand recognition to take over the market of disposable
diapers, pull ups, etc. Clean baby, happy mom, really captures the essence of the plan; provide an
emotional level of assurance for these busy young women by allowing them a quick way to
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ensure the cleanliness of their child. We focused on word of mouth and highly visual aspects of
marketing, and feel truly confident Pampers baby wipes would succeed in Dakar.
While working on this project, we realized how important it was to not refer to our Self
Reference criterion. We pushed ourselves out of our comfort zones by targeting a group we are
not like; mothers. We also realized with a plan this in depth that a lot of research is required;
with great benefits comes great challenges. It wasn’t easy to find everything we needed. We
know now you have to filter between the information you need versus the ones that you do not
need. Being detailed and specific is important without going out of tangent.
When marketing a product internationally, it is very important to understand the cultural
values and social structure of your target market, and how these change from country to country,
or even region to region within a country. If we were to do this project again, we would filter our
research more and try to dive even deeper into the target market/ persona. Marketing is complex
process that is derived from many strengths of mind, delegating tasks, and combining ideas. This
makes teamwork crucial.
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Appendix
Appendix A: Pampers SWOT Analysis
Pampers has many opportunities that allow it grow through regular innovations in the
product to maintain customers’ involvement. Pampers is very responsive to customers needs and
the company is able to focus on innovative way to connect with mothers and corporate social
responsibility activities to promote its products. Although there are many opportunities, threats
such as price competition exists as well. There are many substitutes for wet wipes, therefore the
product is very sensitive and any mishap can hurt the image of the product. Pampers can be
costly, but the strength of Pampers is that they have a market share of 30%, the highest in the
industry giving them a high brand recall among current consumers.
SWOT ANALYSIS: PAMPERS/ P&GStrengths ● Has the highest market share among its competitors.
● Brand is chosen among other competitors by consumers who trust
Pampers.
● Aggressive advertising done by P&G.
● P&G have strong distribution network.
Weaknesses ● Aggressive competitors.
● Costly.
Opportunities ● Constant innovation in the products by being responsive to customers.
● Outstanding corporate social responsibility activities to promote the
product such as partnering with the UNICEF to provide vaccines for
children.
● Innovative ways to connect with mothers.
● Majority of the population in Senegal are children.
● Mean age of first birth is 19.5 years and fertility rate is 4.36 children
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per mother in Senegal.
Threats ● Pricewars with competitors such as Huggies and Johnson&Jonson.
● Any small mistake can hurt the image of the product.
● Availability of substitutes.
Data in above table from MBA Skool and Marketing91 SWOT analyses.
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Appendix B: Huggies SWOT Analysis
The Kimberly Clark Corporation is a big competitor against Procter and Gamble's baby
products, because of Kimberly Clark's Huggies brand. Through intense competition for market
share, P&G is wins there, however the Huggies brand has already entered many more countries
than the baby products from P&G.
SWOT ANALYSIS: Huggies/ Kimberly ClarkStrengths ● A strength of the Kimberly-Clark brand is that they have provided 5%
dividend raises in the past two years, where as P&G spends a lot of
time buying its own stock back, and only put out a 1% dividend pay
this past year.
● Huggies is sold in over 150 countries, and Pampers is only sold in
about 100 countries.
Weaknesses ● Kimberly-Clark has a smaller market share than P&G.
● being in such a competitive industry it is difficult to make large gains
on market share.
● Huggies has a problem with knock offs. This is an issue because it’s
hard to track where these knockoff products are coming from, but it’s
companies using lesser products, which tends to soil the Huggies brand
name.
Opportunities ● Kimberly Clark has a 5% increase in sales growth, as compared to a
much slower 1% growth rate of P&G.
● After entering some emerging markets like Russia and China, they had
lots of success, giving them more opportunities to expand in emerging
economies.
Threats ● Threats to Kimberly-Clark include a lower price-to-earnings ratio at
19, whereas P&G stands at 21, it may make investing in Kimberly
Clark less attractive.
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Appendix C: Johnson & Johnson SWOT Analysis
The main opportunities for Johnson and Johnson down the line are in line with acquiring
smaller companies to continue to grow and to continually release an extremely wide range of
products. The main threats affecting Johnson and Johnson is the intense rivalry going on in the
industry with potential market share being lost to competitors with cheap substitutes and generic
brands. The company has also caught scrutiny from the public for having a history of using
harmful ingredients in their products (MBA Skool, Marketing91).
Johnson and Johnson’s main strengths center around the fact that it is such a large
company known by so many people around the world. Johnson and Johnson’s main weaknesses
are their involvement in lawsuits and the decline of a huge sector of their business, small
molecule drug sales (MBA Skool, Marketing91).
SWOT ANALYSIS: Johnson & JohnsonStrengths ● Extremely strong brand presence and is talked about and known all
around the world.
● Supply chain is also very extensive, reaching outlets, supermarkets,
and stores in even the most rural and remote locations.
● Very deep and broad product portfolio with an assortment of high
quality products occupying a very significant amount of shelf space.
● Products are sold in over 175 countries and had the 79th highest brand
equity in the world in 2016.
Weaknesses ● Has been involved in lawsuits, like in 2010 when they were sued by
shareholders, which can create a negative public perception of the
company.
● J&J relies on the launch of new products fairly often, and many of the
products are vulnerable to regulatory review.
● One big issue facing Johnson and Johnson is the decline in small
molecule drugs.
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● Their small molecule drug sales had fallen in both 2008 and 2012.
Opportunities ● Ability to develop a wide range of cross selling opportunities, such as
pharmaceuticals and medical devices.
● Acquiring smaller companies and continuing to increase their global
presence.
● Increasing literacy rate worldwide has led to a higher importance and
demand of medical products.
● Adding more biological products has opportunity to drive future
growth.
Threats ● Intense rivalry from all parts of the market can reduce market share
● Portion of the competition comes from cheap substitutes and generic
products from competitors.
● Having to recall over 40 medicines has impacted the reputation of the
company.
● Using possible carcinogens in some of their products has put the brand
in bad light due to these harmful substances.
● Some brands popping up with similar names to the existing Johnson
and Johnson brand name.
Data in above table from MBA Skool and Marketing91 SWOT analyses.
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Appendix D: FInancial Objectives
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Appendix E: Target Market
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Appendix F: Packaging and Adaptations.
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Appendix G: Pricing Process Flow Chart
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Appendix H: English to French Radio advertisement example for beginning entry into market.
Radio Advertisement
English Are you tired of constantly having to wash your baby after each mess? Pampers baby wipes will provide a quick and inexpensive way to clean your messy baby. Our sensitive wipes are gentle enough to freshen your child from top to bottom and keep them happy with comfort. Our babies, our blessings.
French Translation
Mères, êtes-vous fatigué de constamment avoir à laver votre bébé après chaque temps qu’ils deviennent sale? Les lingettes pour bébé Pampers fourniront un rapide et bon marché de nettoyer votre bébé sale. Nos lingettes sensibles sont douces pour rafraîchir votre enfant de haut en bas et les garder heureux avec le confort. Nos bébés nos bénédictions.
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Appendix I: Billboard example
*”Wipe away the mess”
*”Clean baby, Happy Mom” with focus on the mother.
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Appendix J: Free sample wipes to be handed out in person, as well as used in the dispenser for
individuals to take as they will.
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Appendix K: Example of dispenser to be used for sampling.
The dispenser stands alone on the floor. The sticker would wrap around the clear dispenser, to
attract interested moms who might see a happy child like their own, and
ultimately induce trial that would lead to a purchase. The dispenser holds 150
refills. The trash cans provide easy disposable for the moms, making their use
