05 MAY. 2010

Pampers App for iPad Targets Expectant Moms

When Diapers Go Digital
Recently, Pampers launched their first application for the iPad. This free app, called “Hello Baby – Pregnancy Calendar”, lets parents watch how their baby is growing week by week when they enter the baby’s due date. Pampers, belonging to Procter & Gamble, has tried numerous digital and social media communication methods to reach potential consumers. In 2008, they developed a community website called Pampers Village. The website offers the same type of information as the application on the iPad, but it also allows mothers (and fathers) to discuss about their future baby. During the past months, it has become a real “mother-to-be” forum, and has collected a lot of information about Pampers customers.

The iPad App is interesting from a branding perspective in a number of ways. Firstly, it is a tool for Pampers to build the mother's brand loyalty before the baby is even born. By creating an app for a new and innovative product like iPad, they also contribute to their brand differentiation. The branded app is also highly relevant for mothers-to-be, it is appropriate for them and meets their needs. Long term, this program should build esteem–mothers will love Pampers because they will associate the brand with making their pregnancy a positive experience. Mothers will also become more knowledgeable about what the brand stands for, the health/happiness of mom's and babies.
The presence of the “Hello Baby” application on the iPad associates the Pampers product with the high level of quality and technology of Apple products and Pampers diapers. Furthermore, as diaper’s consumers are mostly young couples, the iPad app allows Pampers to stay in touch with their main target market with effective and cutting-edge communication methods.
There are a number of challenges faced by diaper brands in today’s competitive marketplace. Firstly, the market share of private labels is continuously growing in the diaper’s market, and the private label products sell at a much lower price. Pampers understood they had to position themselves in a higher-end market, and building an application on a fairly expensive devise such as the iPad is a good way to do this.
Pampers appears to have learned from their mistakes. In the late 60s, Pampers was predominantly focused on R&D, while their competing brand Huggies concentrated on building their brand with consumers. Pampers had an excellent product, but Huggies made mothers feel if they used their brand they would be better mothers. Since then, Pampers reallocated their budgets into more advertising and communication activities.

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