Branding

Branding

Marketing Strategies Used by Pampers

Pampers is a diapers product manufactured by Proctor and Gamble Co. that has a wide product portfolio in the FMCG industry. Some marketing strategies for Pamper products are as follows; P&G uses digital marketing to reach potential customers worldwide. Secondly, they use TV ads to showcase Pampers diapers' importance to the children and the comfort it brings (Ali, Jamal, and Anwar 26-39). Thirdly, Pampers promotes itself through a direct marketing strategy through mails sent directly to mothers with babies. In addition, Pampers uses product ads placement in movies. They feature the product in various films such as 'Three Men and a Baby.' Lastly, Pampers uses a unique slogan to attract the attention of its targeted mothers. Pampers' product slogans include sleep & play, peaceful nights dry babies, and inspired by babies.

Pampers' target market is young and middle-aged mothers worldwide. The products are segmented to fit various types of customers with different income levels (Ali, Jamal, and Anwar 26-39). Benson and Jenson's (BJ's) diapers are among the competitors of Pampers. BJ's diapers are also distributed and sold at major retail stores in the US and other parts of the world. Pampers diapers' key benefits are that they keep the baby dry all day, are affordable to all households, have non-chemical perfumes, and have inner softness.

Marketing Strategies used by Tide

Tide detergent is also a P & G company product with more than 14% market share in its industry. Tide uses different marketing strategies to reach its potential customers. First, Tide uses attractive packaging to capture the attention of potential customers (Ali, Jamal, and Anwar 26-39). The packaging results in product differentiation. Secondly, Tide uses a premium yet affordable pricing strategy. Customers yearn for quality but are more sensitive to price. Thirdly, Tide uses a clever advertising strategy featuring infamous YouTube videos and films. In addition, the product engages in personal selling where its marketers demonstrate to potential users how Tide is used. Lastly, the company creates canopies used for product promotions in major areas where target users are concentrated.

‘Tide knows fabric best is the marketing slogan used by the product. Tide detergents mostly target Indian customers as they are the majority of users. In addition, the target age group is between 18 to 54 years. Tide's competitor includes Gain, packed in liquid form and different flavors. Gain is also owned by P&G company. The benefits of Tide include the preservation of clothes color even in over thirty washes. Other benefits include absorbing oil spills, stain fighter, and energy saver.

Sensodyne Toothpaste

Sensodyne Toothpaste is a product of GlaxoSmithKline pharmaceutical corporation based in New York, U.S. Sensodyne toothpaste uses various marketing strategies to reach its target market. First, the product has enlisted various distribution channels such as retail stores and online shopping (Ali, Jamal, and Anwar 26-39). Secondly, GSK works with several retailers to stock Sensodyne products on its behalf. The products are made available to consumers at any retail store. Thirdly, Sensodyne products are advertised on the mainstream media as the recommended toothpaste for sensitivity. In addition, Sensodyne products are packaged in different sizes and quantities to fit all consumers' budgets (Ali, Jamal, and Anwar 26-39). Lastly, Sensodyne toothpaste uses different public relations campaigns, such as offering free sensitivity check-ups to target consumers.

Sensodyne toothpaste uses 'stop the pain, start the soothing. The target market for Sensodyne toothpaste is people with sensitive teeth. The product is designed with potassium nitrate components that soothe the nerves and provide sensitivity protection. Among the competitors of Sensodyne toothpaste is Crest toothpaste, a product of P&G. The toothpaste also provides similar benefits as Sensodyne products. Some benefits of Sensodyne toothpaste include teeth sensitivity protection and whitening.

Cold stone Marketing Strategies

Cold Stone is an award-winning ice cream found in major stores in the US. The cold stone position itself as a premium product that causes customers to prefer it, high prices notwithstanding. Cold stone uses various marketing strategies to attract its target consumers. First, cold stone advertises on various magazines and social media platforms (Ali, Jamal, and Anwar 26-39). The product aims to provide customers with the ultimate ice cream experience. Secondly, there is the use of a mobile phone coupon program where viewers send a text message with the word 'CREAM to win free ice cream. Thirdly, Cold Stone uses the ‘Love it love it' campaign to build the public's love of ice cream. In addition, cold stone uses gifting campaigns through Facebook where ice cream lovers can send a tangible gift to their loved ones. Lastly, Cold stone creamery has established a website that helps customers search for the relevant information they need regarding pricing and available local stores.

The target market for cold stone is all that like to indulge in super-premium ice cream. 'Do you love it,' is the slogan used by cold stone ice cream? Breyers is among the competitors of cold stone. Breyers also provide premium ice cream products such as cold stone. Some benefits of cold stone ice cream include providing an ice cream experience for different categories of families. 

Works Cited

Ali, Bayad Jamal, and Govand Anwar. "Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision." Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. International journal of Rural Development, Environment and Health Research 5.2 (2021): 26-39.