Pampers IMC Plan

De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to IMC.

1. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
1(
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#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
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Submitted#by:##
Monaliza#De#Jesus#
Abigail#Fidel#
Raphael#Sta.#Cruz#
Nicco#Joselito#Tan#
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2. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
2(
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#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
Table!of!Contents!
ABSTRACT!.....................................................................................................................................!3#
SITUATIONAL!ANALYSIS!................................................................................................................!4#
Headlines#...............................................................................................................................................................................................#4#
Competitive#Landscape#...................................................................................................................................................................#4#
Category#Data#......................................................................................................................................................................................#5#
SWOT!ANALYSIS!............................................................................................................................!7#
STRENGTHS#.........................................................................................................................................................................................#7#
WEAKNESSES#......................................................................................................................................................................................#7#
OPPORTUNITIES#................................................................................................................................................................................#7#
THREATS#...............................................................................................................................................................................................#8#
KEY!STRATEGIC!CAMPAIGN!DECISIONS!..........................................................................................!8#
Objectives#..............................................................................................................................................................................................#8#
Target#Audience#.................................................................................................................................................................................#8#
Brand#Position#...................................................................................................................................................................................#10#
Communication#Strategy#..............................................................................................................................................................#10#
Campaign#Strategy#..........................................................................................................................................................................#12#
Media#Objectives#..............................................................................................................................................................................#12#
Media#Habits#......................................................................................................................................................................................#12#
Media#Buying#Tactics#.....................................................................................................................................................................#13#
Schedule#...............................................................................................................................................................................................#19#
Cost#Estimates#...................................................................................................................................................................................#21#
Key#Consumer#Insight#....................................................................................................................................................................#23#
Message#Objectives#.........................................................................................................................................................................#23#
Selling#Premise#.................................................................................................................................................................................#23#
Big#Idea#.................................................................................................................................................................................................#23#
Message#and#Design#Execution#..................................................................................................................................................#24#
OTHER!MARCOM!TOOLS!.............................................................................................................!28#
Sales#Promotion#................................................................................................................................................................................#28#
Public#Relations#................................................................................................................................................................................#28#
Events#Marketing#.............................................................................................................................................................................#30#
Personal#Selling#................................................................................................................................................................................#30#
Digital#Marketing#.............................................................................................................................................................................#30#
Merchandise#.......................................................................................................................................................................................#32#
Shirts'and'Baller'IDs'........................................................................................................................................................................'32#
Baby'Books'..........................................................................................................................................................................................'33#
Special'Earth'Month'Green'Bags'...............................................................................................................................................'34#
Sample#Advertising#Executions#.................................................................................................................................................#35#
Print'–'Magazines,'Newspapers'and'OOH'(Billboards)'...................................................................................................'35#
TVC''Script'............................................................................................................................................................................................'37#
Radio'Commercial'Script'...............................................................................................................................................................'37#
CAMPAIGN!MANAGEMENT!.........................................................................................................!38#
Evaluation#of#Effectiveness#..........................................................................................................................................................#38#
Campaign#Budget#.............................................................................................................................................................................#40#
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(
(

3. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
3(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
(
ABSTRACT!
#
This#paper#is#an#integrated#marketing#communications#plan#for#Pampers,#a#diaper#brand#under#
Procter#&#Gamble.#The#plan#will#cover#advertising,#public#relations#and#other#marketing#
communication#strategies#that#are#specific#for#the#Philippine#market.#
Pampers#is#currently#the#market#leader#in#the#disposable#diaper#category,#garnering#more#than#
33%#market#share#in#2009.#Though#maintaining#a#wide#gap#over#its#competitors,#the#increase#
in#sales#of#economy#brands#became#more#significant#in#2009,#posing#as#a#threat#to#Pampers.##
Currently,#the#leading#disposable#diaper#brands#(Pampers,#EQ#and#Huggies)#are#all#investing#in#
advertising.#To#make#Pampers#clearly#stand#out#from#the#competition,#this#marketing#
communication#plan#aims#to#improve#on#the#brand’s#current#advertising#standpoint#by#shifting#
it#from#purely#functional#to#being#appealing#in#both#functional#and#symbolic#ways.#
To#achieve#this,#a#new#local#tagline#will#be#introduced#as#the#binding#element#in#all#
advertisements#and#other#belowbthebline#efforts#like#merchandising,#online#marketing#and#
events.#The#entire#integrated#marketing#communications#plan#will#revolve#around#the#theme#
“Walang((Kapalit(Ang(Pagmahahal(Ng(Pampers”#–#to#further#enhance#the#emotional#and#
symbolic#appeal#of#the#brand.#Being#the#current#market#leader,#the#campaigns#will#basically#be#
less#aggressive#but#more#impactful#by#personifying#the#brand#into#a#loving#and#caring#one#–#
characteristics#that#the#target#market#(mostly#parents)#clearly#associate#with.#
To#maintain#the#functional#appeal#of#the#brand,#most#advertisements#and#support#materials#
such#as#press#releases#will#highlight#the#1#vs.#2#proposition#of#Pampers#–#meaning#that#Pampers#
gives#more#“value#for#money”#because#a#single#pad#can#last#as#long#as#2#pads#of#a#competitor#
brand.#
The#creative#combination#of#“Walang#kapalit#ang#pagmamahal#ng#Pampers”#and#the#“1#vs.#2”#
proposition,#along#with#the#strengthening#of#distribution#strategies#and#other#belowbthebline#
efforts,#is#seen#to#encourage#brand#switchers#and#secure#the#loyalty#of#existing#users.#
!
#
#!

4. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
4(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
SITUATIONAL!ANALYSIS!
!
Headlines!
• Nappies/diapers#increases#by#6%#in#current#value#terms#in#2009,#reaching#sales#of#PHP11.9#
billion.#
• Economy#brands#continue#to#proliferate#and#strengthen#their#shares#in#2009.#
• Unit#prices#of#nappies/diapers#increase#by#less#than#1%#in#2009.#
• Procter#&#Gamble#Philippines#Inc#remains#the#leader#in#nappies/diapers##in#2009,#with#a#
value#share#of#more#than#33%.#
• Nappies/diapers#is#expected#to#see#a#volume#CAGR#of#almost#6%#over#the#forecast#period.#
#
Competitive!Landscape!
• Procter#&#Gamble#Philippines#Inc#remained#the#leader#in#nappies/diapers#with#a#value#
share#of#more#than#33%#in#2009.#The#company#was#able#to#maintain#its#position#due#to#the#
availability#of#both#massbpriced#and#premium#lines#in#its#Pampers#portfolio.#Pampers#
Comfort#was#the#main#sales#driver,#as#its#strong#brand#name#gave#it#an#advantage#over#
other#massbpriced#brands.#Investment#in#distribution#to#smaller#retailers#and#the#
availability#of#single#packs#also#assisted#Procter#&#Gamble#Philippines#Inc#in#improving#its#
sales#despite#the#economic#slowdown.##
• In#2009,#the#increase#in#sales#of#economy#brands#was#more#significant#than#its#standard#and#
premium#counterparts,#as#parents#tried#to#cope#with#the#recession.#Fiberworld#Inc#
experienced#the#biggest#improvement#in#value#sales,#of#12%,#as#it#capitalised#on#its#low#
priced#brand#Magic#Color.##
• International#brands,#including#Pampers,#Huggies,#EQ,#Drypers#and#Mamy#Poko#held#a#79%#
share#of#value#sales#of#nappies/diapers#over#the#review#period.#This#dominance#can#be#
associated#with#multinational#companies#having#more#financial#resources#to#invest#in#
advertising#campaigns#and#more#premium#shelf#space#in#major#retailers#to#encourage#
parents#to#purchase#their#brands.#Nevertheless,#domestic#players#strengthened#their#
shares,#as#their#more#affordable#prices#appealed#to#middle#income#and#budgetbconscious#
consumers.#
• KimberlybClark#Philippines#Inc#carried#out#the#most#significant#product#launches#in#2009.#
The#company#introduced#a#more#affordable#line#of#disposable#pants#called#Huggies#Dry#
Pants#to#attract#budgetbconscious#potential#users.#KimberlybClark#Philippines#Inc#also#
unveiled#the#limited#edition#Huggies#Jeans#line#to#boost#volume#sales#and#attract#fashionb
conscious#parents#to#purchase#these#innovative#products.#These#new#products#were#able#to#
stimulate#demand#despite#the#economic#slowdown.#
• Procter#&#Gamble#Philippines#Inc,#KimberlybClark#Philippines#Inc#and#Everbeauty#Corp#
continued#to#invest#in#advertising#campaigns#for#Pampers,#Huggies#and#EQ#in#2009.#These#
companies#used#television#commercials#to#ensure#a#broader#reach#in#highlighting#the#
unique#features#of#their#products.#Celebrity#endorsements#were#also#used#to#persuade#
consumers;#Kris#Aquino,#a#famous#talk#show#host,#for#Pampers,#and#Vicky#Morales,#a#
popular#newscaster,#for#EQ#Dry.#

5. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
5(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
• Standard#brands#generated#the#bulk#of#sales#of#nappies/diapers#over#the#review#period#due#
to#their#proven#efficiency#in#terms#of#absorption,#together#with#competitive#pricing.#
Premium#brands#continued#to#exist,#but#their#value#share#remained#small,#as#they#only#cater#
to#high#income#consumers.#Economy#brands#continued#to#strengthen#their#positions#as#
more#and#more#middle#and#low#income#parents#switched#to#disposables#from#traditional#
cloth#nappies/diapers.#
• The#contribution#of#private#label#nappies/diapers#remained#small#in#2009,#as#SM#Bonus#
was#the#only#visible#brand#in#the#Philippines.#The#wide#availability#of#economy#brands#
discouraged#chained#retailers#from#selling#their#own#private#labels,#as#it#was#hard#to#offer#
prices#which#were#significantly#lower#than#the#cheapest#economy#brands#in#the#market.##
• The#presence#of#ecobfriendly#nappies/diapers#continued#to#be#insignificant#due#to#the#lack#
of#demand.#The#high#price#commanded#by#these#speciality#products#also#made#them#
practically#not#saleable#in#a#market#in#which#demand#is#mostly#dictated#by#price.#
#
Category!Data!
Table!1!:!Retail!Sales!of!Nappies/Diapers!by!Subsector:!Value!2004<2009!
#
Ps million
2004 2005 2006 2007 2008 2009

Nappies/Diapers 7,734.8 8,345.9 8,951.7 10,028.2 10,987.3 11,645.4
- Junior Nappies/Diapers 3,861.4 4,046.8 4,249.1 4,610.3 4,956.1 5,179.1
- New Born Nappies/ 976.6 1,054.7 1,133.8 1,224.5 1,334.7 1,417.5
Diapers
- Standard Nappies/ 2,896.8 3,244.4 3,568.8 4,193.3 4,696.6 5,048.8
Diapers
Nappies/Diapers/Pants 7,734.8 8,474.1 9,092.8 10,206.0 11,191.8 11,868.2
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor
International estimates
!
Table!2:!!Retail!Sales!of!Nappies/Diapers!by!Subsector:!%!Value!Growth!2004<2009!
#
% current value growth
2008/09 2004-09 CAGR 2004/09 TOTAL

Nappies/Diapers 6.0 8.5 50.6
- Junior Nappies/Diapers 4.5 6.0 34.1
- New Born Nappies/Diapers 6.2 7.7 45.1
- Standard Nappies/Diapers 7.5 11.8 74.3
Nappies/Diapers/Pants 6.0 8.9 53.4
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor
International estimates
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Table!3:!!Nappies/Diapers!Retail!Company!Shares!2005<2009!
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6. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
6(
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#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
% retail value rsp
Company 2005 2006 2007 2008 2009

Procter & Gamble 32.8 33.4 33.4 33.4 33.4
Philippines Inc
Everbeauty Corp 19.6 19.9 21.4 22.1 22.5
Fiberline Industries Inc 13.5 14.0 14.8 15.3 15.9
Kimberly-Clark 18.9 18.3 15.0 14.6 14.0
Philippines Inc
SCA Hygiene Products 4.9 5.3 5.2 5.4 5.4
Phils Inc
UniCharm (Philippines) 2.3 3.0 3.5 3.6 3.6
Corp
Fiberworld Inc 1.8 1.8 1.8 1.9 2.0
SM Investments Corp 1.5 1.5 1.8 1.8 1.8
Philusa Corp 1.9 2.0 1.5 - -
Global Sun Inc 1.0 0.7 0.6 0.5 -
Associated Hygienic - - - - -
Products LLC
Others 1.8 0.1 1.0 1.4 1.4
Total 100.0 100.0 100.0 100.0 100.0
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor
International estimates
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Table!4:!!Nappies/Diapers!Retail!Brand!Shares!2006<2009!
#
% retail value rsp
Brand Company 2006 2007 2008 2009

Pampers Procter & Gamble 33.4 33.4 33.4 33.4
Philippines Inc
EQ Everbeauty Corp 18.5 20.0 20.6 21.0
Huggies Kimberly-Clark 14.4 15.0 14.6 14.0
Philippines Inc
Care Fiberline Industries Inc 7.2 7.8 8.1 8.2
Happy Fiberline Industries Inc 6.8 7.0 7.2 7.7
Drypers SCA Hygiene Products 5.3 5.2 5.4 5.4
Phils Inc
Mamy Poko UniCharm (Philippines) 3.0 3.5 3.6 3.6
Corp
Magic Color Fiberworld Inc 1.8 1.8 1.9 2.0
SM Bonus SM Investments Corp 1.5 1.8 1.8 1.8
Prokids Everbeauty Corp 1.4 1.4 1.5 1.5
Kimbies Kimberly-Clark 3.6 - - -
Philippines Inc
Babyflo Philusa Corp 2.0 1.5 - -
Hello Angel Global Sun Inc 0.7 0.6 0.5 -
Good Nites Kimberly-Clark 0.3 - - -
Philippines Inc
Drypers Associated Hygienic - - - -
Products LLC
Others 0.1 1.0 1.4 1.4
Total 100.0 100.0 100.0 100.0
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor
International estimates
#
#
Table!5:!Forecast!Retail!Sales!of!Nappies/Diapers/Pants!by!Subsector:!Value!2009<2014!
#

7. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
7(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
Ps million
2009 2010 2011 2012 2013 2014

Disposable Pants 222.9 235.1 247.6 260.2 273.0 285.8
Nappies/Diapers 11,645.4 11,941.6 12,319.1 12,786.0 13,324.2 13,941.9
- Junior Nappies/Diapers 5,179.1 5,230.9 5,309.4 5,415.5 5,550.9 5,717.5
- New Born Nappies/ 1,417.5 1,460.0 1,496.5 1,526.4 1,549.3 1,564.8
Diapers
- Standard Nappies/ 5,048.8 5,250.7 5,513.3 5,844.1 6,223.9 6,659.6
Diapers
Nappies/Diapers/Pants 11,868.2 12,176.8 12,566.7 13,046.3 13,597.2 14,227.7
Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
#
Table!6:!Forecast!Retail!Sales!of!Nappies/Diapers/Pants!by!Subsector:!%!Value!Growth!2009<2014!
#
% constant value growth
2009-14 CAGR 2009/14 TOTAL

Disposable Pants 5.1 28.2
Nappies/Diapers 3.7 19.7
- Junior Nappies/Diapers 2.0 10.4
- New Born Nappies/Diapers 2.0 10.4
- Standard Nappies/Diapers 5.7 31.9
Nappies/Diapers/Pants 3.7 19.9
Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
#
SWOT!ANALYSIS!
STRENGTHS!
• Strong#international#brand#name#that#is#directly#associated#to#diapers.##
• Diversified#diaper#portfolio#offering#massbpriced#and#premium#lines#targeting#all#sociob
economic#class.#
• Strong#national#retail#distribution#channels#offering#single#packs#catering#the#“tingi”#
market#of#the#Philippines.##
• Very#clear#product#positioning:#“One#vs#Two”#–#One#Pampers#overnight#vs#Two#regular#
diapers.#
• Diapers#are#made#of#top#quality#absorbent#materials.#
• Wellbdesigned#adjustable#bear'hug#types#that#make#sure#it#fits#all#babies.#
• Pampers#Comfort#uses#a#Velcroblike#tape#that#sticks#on#the#covers#but#it#does#not#tear#off#
the#cover#when#adjusted.##
WEAKNESSES!
• Product#positioning#not#clear#on#marketing#collaterals#
• Higher#priced#than#most#competitors#
• Not#enough#presence##
• Some#babies#do#not#fit#the#sizes#offered#therefore#causing#leaks.#
OPPORTUNITIES!
• Smaller#families#mean#equally#cherished#children#and#higher#spending#per#child.#
• Working#mothers#mean#more#income#to#spend#and#time#pressures#place#importance#on#
convenience.#

8. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
8(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
• Use#of#disposable#nappies/diapers#increases#with#increased#affluence.#
• Desire#for#convenience#with#more#working#mothers#and#ability#to#pay.#
• Nappies/diapers#still#limited#use#in#developing#and#emerging#markets#–#currently#often#
outbofbhome#use.#
• Singlebuse#sachets/packs#may#be#needed#to#increase#accessibility#in#developing#and#
emerging#markets.#
• Advertising#through#social#media#–#especially#for#new#parents.#
THREATS!
• Smaller#families#mean#fewer#babies#and#so#lower#demand.#
• Working#mothers#mean#motherhood#delayed#or#avoided#as#more#choose#career#first.#
• Fewer#children#and#so#volume#static/declining.#
• Concerns#about#environmental#impact#of#disposable#products#and#changes#in#use#of#
landfill.#
• Declining#birth#rate#may#lead#to#declining#sales#of#nappies/diapers#in#mature#markets.#
• Advertising#regulations #
#
KEY!STRATEGIC!CAMPAIGN!DECISIONS!
#
Objectives!
• Increase#market#share#to#38%#by#the#end#of#2011.#
• Increase#brand#awareness#through#first#time#trial#usage#by#capturing#70%#of#the#target#
market#before#December#2011.#
• Develop#a#holistic#marketing#program#that#will#engage#consumers#using#different#
marketing#communication#tools#by#the#end#of#4th#quarter.#####
Target!Audience!
The#primary#target#of#Pampers#is#both#current#users#and#nonbusers#of#disposable#baby#diapers.#
In#terms#of#trial#versus#repeat#usage,#the#marketing#communication#plan#will#focus#on#
encouraging#trial#to#nonbcustomer#groups#specifically#the#traditional#cloth#diaper#users,#otherb
brand#loyalists#and#switchers.#Overall,#the#primary#target#of#Pampers#is#parents,#more#
specifically#mothers#with#babies#aged#0b3#years#old.##
Majority#of#the#target#market#belongs#to#the#sociobeconomic#class#A,#B,#upper#and#broad#C.#The#
affordability#and#practicality#of#using#Pampers#will#appeal#to#middle#income#and#price#
conscious#segment#while#perceived#quality#of#the#brand#would#appeal#to#those#consumers#
belonging#to#the#highbincome#segment.##
Strong#demand#for#disposable#diapers#resides#in#urban#areas#where#majority#of#mothers#are#
working#and#thus,#has#the#need#for#convenience#especially#in#doing#their#motherly#and#
domesticated#responsibilities.#In#order#to#tap#nonbusers#of#diapers,#the#marketing#
communication#plan#will#emphasize#the#functional#benefits#(e.g.#aids#in#prolonging#babies’#
sleeping#time)#of#using#Pampers.##

9. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
9(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
Decision'Makers'Grid:''
These#are#the#roles#of#the#decision#maker#when#it#comes#to#purchasing#disposable#diapers:#
a. Initiator:#Expectant#mothers/parents#and#mothers#who#just#gave#birth#are#the#
ones#who#initially#see#the#need#for#baby#care#products.#This#audience#segment#
research#and#inquire#about#the#quality#and#cost#of#diaper#brands.#
#
b. Influencer:#Expectant#mothers#and#mothers#who#just#gave#birth#often#seek#advice#
about#baby#care#products#from#their#family#doctors,#obbgynes,#pediatricians,#
family#and#friends.##From#these#sources,#the#target#market#builds#brand#attitude#
tow
of#products.#
#
c. Decider'and'Purchaser:#The#mother#is#often#the#decider#of#which#brand#to#buy#for#
the#baby.#However,#their#purchase#decision#is#often#affected#by#budget#
considerations.#
#
d. 'User:#The#babies#are#the#final#user#of#the#product.#Repeatbusage#decisions#by#the#
target#market#are#greatly#influence#by#the#product’s#suitability#to#babies#
specifically#how#the#product#delivers#its#promise#of#comfort,#quality#and#longer#
usage.#
#
Pampers'Diapers'Consumer'Decision'Grid'and'Target'Audience'
Role# Consumer#Trade#
Initiator#Mothers,#Couple,#friends,#
baby#care#professionals#
Baby#care#professionals#
Influencer#Friends,# Baby# Care#
Professionals#
Baby#Care#Professionals#
Decider#Mothers##
Purchaser#Parents##
User# Babies##
'
'
Target'Market'‘s'Behavioral'Sequence'Model'
Consideration(
at(Each(Stage(
Need(Arousal(Information(
Search(and(
Evaluation(
Purchase(Usage(
Decision#roles#
involved#
Expectant#
mothers/parents,#
Mothers#who#just#
gave#birth,#
Mothers#
Friends,#
family,#
doctors,#baby#
care#
professionals#
Parents#
specifically#
mothers'
Babies#
Where#stage#is#
likely#to#occur#
Home,#Clinics,#
Internet,#wordb
ofbmouth#
Home,#onbline#
community,#
clinics#and#
hospitals#
Supermarket,#
grocery#store,#
convenience#
store,#
Home,#
outdoor#

10. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
10(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
pharmacy,#
department#
store#
Timing#of#Stage#A#few#months#
before#and#after#
giving#birth#
From#
immediately#
after#need#
arousal#
After#
evaluation#
Anytime#but#
more#often#
during#
bedtime#and#
during#
outdoor#
activities#
How#it#is#likely#
to#occur#
See#or#hear#about#
a#product#
category#or#
brand#
Seek#info#from#
others,#look#up#
info,#ask#
doctor,#visit#
supermarket#
Visit#
Supermarket,#
grocery,#
pharmacy#etc#
Wearing#
diaper#on#a#
regular#basis#
until#babies#
are#toilet#
trained#
#
Brand!Position!
One$VS$Two#is#the#current#brand#position#of#Pampers.#It#connotes#as#the#most#practical#diaper#
brand#to#purchase#giving#the#consumers#greater#value#for#their#money#by#emphasizing#the#
functional#benefit#of#Pampers#specifically#its#longer#absorption#capacity#as#usage#of#one#
Pampers#is#equivalent#to#two#ordinary#diapers.#Also,#the#campaign#will#capitalize#on#Pampers#
being#the#topbofbthebmind#among#other#brands#perceived#as#the#pioneer,#tested#and#trusted#
diaper#brand.#
#
Communication!Strategy!
Pampers#is#presently#the#top#diaper#brand#in#terms#of#market#share.#However,#consumers#
perceived#the#brand#as#standard#in#terms#of#quality#but#costly#in#terms#of#price.#This#perception#
hampers#nonbcustomers,#especially#those#belonging#to#middle#and#lowbincome#brackets,#to#try#
and#switch#to#Pampers.#The#brand#needs#to#counter#consumers’#unfavorable#perception#by#
highlighting#Pampers’#functional#positioning#specifically#the#product’s#ability#to#exceed#
absorption#quality#of#competing#brands.##
Given#the#nature#of#consumers’#perception#of#Pampers,#enhancing#a#favorable#brand#image#will#
be#the#primary#communication#objectives.#The#result#expected#after#the#implementation#of#the#
marketing#communication#plan#is#for#consumers#to#perceive#the#brand#as#“valuebforbmoney”#
and#of#greater#quality#compared#to#competitors#that#will#lead#to#trial#and#continued#usage.#
The#overall#task#confronting#the#marketing#communication#plan#is#to#break#through#
competitive#clutter#of#competing#brands#by#overcoming#the#key#barrier#which#is#the#consumers’#
perception#that#all#diaper#brands#performs#pretty#much#the#same#and#lower#priced#diapers#are#
more#practical#to#purchase#than#branded#diapers#like#Pampers.#Below#is#the#summary#task#grid#
for#the#IMC#campaign#for#Pampers.#
'
'

11. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
11(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
Summary'Task'Grid'
Decision(Stage(Communication(
Task(
Target(
Audience(
Where(and(
When(
IMC(Options(
Need#Arousal#Tentative#positive#
attitude#for#
Pampers#(brand#
attitude)#
Expectant#
mothers,#
Mothers#who#
just#gave#birth,#
Mothers#
In#home#
#
Retail#Outlets#
Television#and#
print#ad#
#
PbobP#
advertising#
#
Information#
Search#and#
Evaluation#
Provide#enough#
information#to#
convince#target#
market#(brand#
attitude)#
#
Gain#positive#
intention#to#try#
brand#(brand#
purchase#
intention)#
Expectant#
mothers,#
Mothers#who#
just#gave#birth,#
Mothers#
In#home#
#
Retail#outlets#
Television#ad,#
print#ad,#online#
initiatives#
#
Maternity#
Hospitals#brand#
activation#
activities#
Purchase#Act#on#positive#
brand#intention#
(brand#attitude#
and#brand#
purchase#
intention)#
Expectant#
mothers,#
Mothers#who#
just#gave#birth,#
Mothers#
In#home#
#
Retail#outlets#
Advertising#
#
PbobP#
Sampling#
Usage#Reinforce#
decision#and#
brand#usage#
(brand#attitude#
and#brand#
purchase#
intention)#
Expectant#
mothers,#
Mothers#who#
just#gave#birth,#
Mothers#
In#home#
#
Outdoors#
Advertising#
#
Events#
Selective#
Promotion#
#
(
The#IMC#campaign#will#focus#in#achieving#brand#attitude#and#brand#purchase#intention#
objectives.#The#IMC#campaign#will#first#stimulate#recognition#by#providing#a#strong#visual#
package#association#with#the#brand.#Through#television#and#print#advertising#with#trade#and#
pointbofbpurchase#advertising,#the#IMC#campaign#aims#to#strengthen#brand#recognition.#
During#the#information#search#and#evaluation#stage,#the#IMC#campaign#will#focus#on#providing#
enough#information#about#Pampers#in#order#to#convince#its#target#market#that#Pampers#is#
indeed#worth#trying,#to#instill#a#positive#brand#attitude#and#stir#purchase#intentions.#These#
objectives#will#be#achieved#through#print#and#TV#advertisements,#promoting#the#brand#through#
promotions#on#mothers’#onbline#communities#and#blogs.#Also,#through#promotions#and#
sponsorships#on#babybcare#seminars#conducted#during#brand#activation#activities#in#hospitals,#
clinics#and/or#health#centers.#

12. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
12(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
Purchase#decision#occurs#in#supermarkets#and#retail#outlets#like#pharmacy#or#community#sariW
sari'stores.#Using#pointbofbpurchase#displays#and#other#merchandising#at#retail#will#trigger#
brand#recognition#and#remind#the#target#market#of#intentions#to#try#the#brand.#
The#IMC#campaign#will#also#focus#in#achieving#brand#usage#and#brand#loyalty#through#
advertising#that#will#constantly#remind#consumers#of#their#conviction#and#wiser#choice#of#
purchasing#Pampers,#a#brand#that#offers#an#advantage#over#competitors.#
(
Campaign!Strategy!
In#order#to#communicate#the#brand#position,#Pampers#will#invest#in#an#integrated#marketing#
communication#campaign#and#will#take#advantage#of#the#following#marketing#communication#
tools:#
• Advertising#–#TV,#Radio#and#Print#
• Sales#Promotion#
• Personal#Selling#
• Events#Marketing#
• Digital#Marketing#
• Direct#Marketing#
• Public#Relations#
#
MEDIA(STRATEGY(
(
Media!Objectives!
• Develop#a#national#TV#Ad#campaign#that#will#target#100%#TV#viewership#by#end#of#2011.#
• Produce#a#localized#radio#and#print#ads#targeting#rural#areas#from#different#regions.##
• Create#programs#that#will#use#outbofbhome#and#digital#platforms.##
#
Media!Habits!
#
Media(Exposure(All(
People(
Moms(25(J(40(
ABCD(
Population'('000)' 7613###
## %#%#Affinity#
TRADITIONAL(
Tv#viewership# 100#100#100#
Cable#viewership# 35#39#110#
Radio#Listenership# 82#85#103#
Broadsheet#read#yesterday#6#5#86#
Tabloid#read#Yesterday#10#8#80#
Monthly#magazine#Read#in#Past#Month#5#7#128#

13. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
13(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
DIGITAL(
Mobile#phone#used# 64#75#117#
Internet#at#least#once#a#month#Home#9#10#117#
Internet#at#least#once#a#month#
elsewhere# 11#14#124#
OOH(
Cinema#at#least#once#a#month#3#3#95#
Shopping#at#least#once#a#month#76#82#108#
Supermarkets#at#least#once#month#84#90#106#
MRT#at#least#once#a#week#4#4#95#
LRT#at#least#once#a#week#3#4#112#
Fastfood#at#least#once#a#week#81#83#103#
Coffee#shop#at#least#once#a#week#2#2#130#
Source:'Media'Index,'Neilsen'
'
Media!Buying!Tactics!
#
TV(
• Thematic(TVCs(15s(
Main#medium#of#awareness#to#build#"no#palitan#overnight"#key#message#
#
• Interstitials(
30bsec#station#produced#material#on#ways#to#nurture#babies#incorporating#the#message#
of#the#TVC#material##
#
• Segment(Buys(
(5bmin)#Creative#buy#in#morning#shows#that#will#talk#about#w
and#proper#w#
#
• Push(plugs((
5bseconder,#attached#to#TVC#15s#
#
• OBB(and(CBB(for(all(sponsored(programs(
#
• TV(Guestings(
Guesting#on#morning#shows#and#momboriented#programs#
# #(
(

14. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
14(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
Radio(
• Radio#Commercials#Spot#Buys#
• “Di#papalitpalit#sa#Pampers”#tongue#twister#contest#
• Radio#Guesting#
• Maximize#AOBs#
AOBs#could#be#used#to#promote#tongue#twister#contest#and#events#
• Segment#Buys#
• Radio#Tour/#Discussion#
• Time#checks#and#reminders#
Print(
• Broadsheet(
o Half#page#
o ¼#page#ad#
o Floating#ad#
#
• Magazine((
o Full#page#ads#and#1/3#page#vertical#ad#
o Product#feature#
o Editorial#
First#aid#for#babies#
###
(
(
(
(
(
(
(
(
Full(
pag
e(
1/3(Page(
(vertical)(

15. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
15(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
OOH(
• Billboards(
(
(
(
(
(

16. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
16(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
(
(
#
#
#
#
NLEX(near((north(bound)((((((((((((((((((((((((((((((((((((((((((((((
Valenzuela,(CDO(Factory(
(
30’Hx50’W(

17. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
17(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
(
#
• Shed(Ads(
Area:#
o EDSA#after#Jollibee#Kamias(
o Libis#across#Mercury(
(
#
(
(

18. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
18(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
• Bathroom(Ads(
Area:#Market#Market,#Taguig#City#
#
!
• LRT(1(Cube(Ads(
##############Female#Section#
# #
#
# #
#
#
#
(
(
!
!
#
#
#
#
#

19. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
19(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
Schedule!
#
SCHEDULE(OF(ADVERTISEMENTS(
Duration(/(
Published(
Date(
Program(/(Size(of(Print(
Ad(Day/Timeslot(Total(Spots(/(
No.(of(Ads(
Station(/(
Publication(/(
Location(
##
TV(
30#weeks#Show#Time#MonbFri#10:30#b#11:30#AM#750#ABSbCBN#
25#weeks#Umagang#Kay#Ganda#MonbFri#5:30#b#8:00#AM#625#ABSbCBN#
8#weeks#Salamat#Dok#Saturday#6:00b7:00#AM#200#ABSbCBN#
##
12#weeks#Love#ni#Mister#Love#ni#Misis#MonbFri#11:00#AM#b#12:00#
PM#300#GMA#
25#weeks#Unang#Hirit#MonbFri#5:30#b#8:30#AM#625#GMA#
25#weeks#24#Oras#MonbFri#6:30#b#7:30#PM#625#GMA#
##
8#weeks#Moms#MonbFri#5:00#b#6:00#PM#200#QTV#
RADIO(
##
40#weeks#
The#Wake#Up#Show#6:00#b#10:00#AM#400#Mellow#94.7#
The#Afternoon#Cruise#2:00##b#4:00#PM#200#Mellow#94.7#
C#&#C#Music#Factory#4:00#b#8:00#PM#200#Mellow#94.7#
Run#of#Station#MonbFri#/#Sun#Whole##Day#600#Mellow#94.7#
##
40#weeks#
Morning#Smooth#Brews#MonbFri#6:00#b#10:00#AM#400#92.3#Xfm#
Smooth#Jazz#Cruise#MonbFri#2:00#b#7:00#PM#400#92.3#Xfm#
Run#of#Station#MonbFri#/#Sun#Whole##Day#400#92.3#Xfm#
##
BROADSHEET((for(Jan)(
Jan.#1,#2011#One#fourth#ad#Saturday#1#Philippine#Star#
Jan.#2,#2011#Floating#ad#Sunday#1#Philippine#Star#
Jan.#3,#2011#Floating#ad#Monday#1#Philippine#Star#
Jan.#5,#2011#Floating#ad#Wednesday#1#Philippine#Star#
Jan.#7,#2011#One#fourth#ad#Friday#1#Philippine#Star#
Jan.#8,#2011#One#fourth#ad#Saturday#1#Philippine#Star#
Jan.#9,#2011#One#fourth#ad#Sunday#1#Philippine#Star#
Jan.#12,#2011#Floating#ad#Wednesday#1#Philippine#Star#
Jan.#15,#2011#One#fourth#ad#Saturday#1#Philippine#Star#
Jan.#16,#2011#One#fourth#ad#Sunday#1#Philippine#Star#
##
Jan.#1,#2011#Half#page#ad#Saturday#1#Philippine#Daily#
Inquirer#

20. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
20(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
Jan.#2,#2011#One#fourth#ad#Sunday#1#Philippine#Daily#
Inquirer#
Jan.#17,#2011#Floating#ad#Monday#1#Philippine#Daily#
Inquirer#
Jan.#22,#2011#Floating#ad#Saturday#1#Philippine#Daily#
Inquirer#
Jan.#23,#2011#One#fourth#ad#Sunday#1#Philippine#Daily#
Inquirer#
MAGAZINE(
January#2011#Full#page#ad###1#Good#
Housekeeping#
March#2011#Full#page#ad###1#Good#
Housekeeping#
April#2011#Full#page#ad###1#Good#
Housekeeping#
May2011#1/3#page#vertical###1#Good#
Housekeeping#
June#2011#1/3#page#vertical###1#Good#
Housekeeping#
August#2011#1/3#page#vertical## 1#Good#
Housekeeping#
November#
2011#Full#page#ad###1#Good#
Housekeeping#
December#2011#Full#page#ad###1#Good#
Housekeeping#
##
January#2011#Full#page#ad###1#Smart#Parenting#
March#2011#Full#page#ad###1#Smart#Parenting#
May#2011#Full#page#ad###1#Smart#Parenting#
June#2011#Full#page#ad###1#Smart#Parenting#
October#2011#Full#page#ad###1#Smart#Parenting#
December#2011#Full#page#ad#
#
#
##
1#Smart#Parenting#
BILLBOARD(
150#days#Regular#billboard#((1#EDSA#P.#Tuazon#
Blvd.,#Quezon#City#
150#days#Regular#billboard#((1(EDSA#cor.#Libertad#
St.,#Mandaluyong#
270#days#Regular#billboard#((1(
North#Luzon#
Expressway#(North#
bound)#
120#days#Regular#billboard#((1(
Cebu#City#Arch.#
Reyes#St.#Cor.#
Gorordo#
180#days#LED#Board#(250#spots/day)#((45,000.00#EDSA#Guadalupe#
SHED(AD(
30#days##Shed#Ad# ##1#EDSA#after#Jollibee#
Kamias#
30#days#Shed#Ad# ##1#Libis#across#
Mercury#

21. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
21(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
LRT(TRAIN(ADS(
270#days#LRT#Ad# ##15###
BATHROOM(ADS(
60#days#Female#bathroom#ad###20#Market#Market#
#
Cost!Estimates!
#
COST(ESTIMATES(
MEDIUM( DESCRIPTION( BUDGET(FOR(1(YR.(
##
TV(Material((Program( ((
ABSbCBN#
Interstitials#&#TVC#15s##Show#Time##PHP########29,325,600.00##
Interstitials#&#TVC#15s##Umagang#Kay#Ganda##PHP##########7,082,550.00##
Segment#Buy#30s#Salamat#Dok##PHP##########3,777,360.00##
GMA#TVC#15s##
Love#ni#Mister#Love#ni#
Misis# #PHP##########3,801,600.00##
Segment#Buys#30s#Unang#Hirit##PHP##########6,969,600.00##
TVC#15s##24#Oras# #PHP########39,204,000.00##
QTV#TVC#15s##Fullbtime#Moms##PHP##########4,014,960.00##
Subtotal(for(TV(PHP(94,175,670.00(
RADIO(
XFM#
RC#10s###Morning#Smooth#Brews#
PHP#400,000.00#AOBs# Smooth#Jazz#Cruise#
## Run#of#Station#
Mellow#
RC#10s##The#Wake#Up#Show#
PHP#1,000,000.00#AOBs# The#Afternoon#Cruise#
Segment#Buy#C#&#C#Music#Factory#
## Run#of#Station#
Subtotal(for(Radio(PHP(1,400,000.00(
PRINT(Size( Color( ((
Philippine#Daily#
Inquirer##
Half#Page##################################################
29.74#cms#(L)#x##27.94cms#
(H)#############################
#Full#Color#
PHP#3,580,536.96#1/4#Page########################################################
16.38#cms#(L)#x##24cms#(H)#Full#Color#
Floating#Ad#####################################################
9#cms#(L)#x##5cms#(H)#Full#Color#
Philippine#Star#
1/4#ad#
16.38#cms#(L)#x##24cms#(H)#Full#Color#
PHP#3,493,717.92#
Floating#Ad#
9#cms#(L)#x##5cms#(H)#Full#Color#

22. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
22(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
Good#Housekeeping#
Full#page#####################################################
Type#Area:#7#1/2"#by#10"#
Trim#Area:#8#1/2"#by#11"#
Bleed#Area:#8#3/4"#by#11#
1/4"#
Full#Color# PHP#650,000.00#
1/3#page#(vertical)#
Type#Area:#2#1/4"#by#10"#
Trim#Area:#2#13/16"#by#11"#
Bleed#Area:#3"#by#11#1/4"#
Full#Color# PHP#326,664.00#
Smart#Parenting#
Full#Page#
Type#Area:#7#1/2"#by#10"#
Trim#Area:#8#1/2"#by#11"#
Bleed#Area:#8#3/4"#by#11#
1/4"#
Full#Color# PHP#474,000.00#
Subtotal(for(Print(PHP(8,524,918.88(
OOH( Location( ((
Billboard##
EDSA#P.#Tuazon#Blvd.,#Quezon#City# Php600,000.00#
North#Luzon#Expressway#(North#bound)# Php465,000.00#
Cebu#City#Arch.#Reyes#St.#Cor.#Gorordo# Php130,000.00#
LED#Billboard#
Placement#EDSA#Guadalupe# PHP#1,800,000.00#
Shed#Ad#Placement#EDSA#after#Jollibee#Kamias# PHP#40,000.00#
Libis#across#Mercury# PHP#40,000.00#
Bathroom#Ads#Market#Market,#Taguig# PHP#60,000.00#
LRT#Train#Ad#
Placement#LRT2# PHP#700,000.00#
Subtotal(for(OOH(PHP(3,835,000.00(
(
DIGITAL(
Social#Networks# PHP#100,000.00#
PPC#Campaign# PHP#200,000.00#
Subtotal(for(Digital(PHP(300,000.00(
EVENTS(
How#To#Love#Your#
Baby#
Seminarbworkshop#about#nurturing#babies,#proper#
w # PHP#300,000.00#
Let#Your#Love#Float:#
Mom#and#baby#water#
bonding#
Swimming#lesson#for#baby#with#mommy#
PHP#300,000.00#
Subtotal(for(Events(PHP(600,000.00(
DIRECT(MARKETING(
Mailers#
first#batch#of#mailers#with#
diaper#samples;#creative#
mailers### PHP(100,000.00(
# # # #
GRAND(TOTAL(PHP(108,935,588.88(
!

23. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
23(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
MESSAGE!STRATEGY#
Key!Consumer!Insight#
• Consumers#(parents)#tend#to#be#brand#loyal.#Most#of#them#are#not#prone#to#switching#
once#they#have#found#the#perfect#diaper#for#their#babies.#From#that#point#on,#they#will#
likely#buy#the#same#brand#until#their#babies#outgrow#the#nappy#stage.!
• Most#consumers#buy#in#bulk.#Diapers#are#considered#necessities,#and#a#good#supply#
must#always#be#within#reach.##
• Perceived#quality#of#the#product/brand#is#the#most#important#factor#in#deciding#which#
brand#to#buy.#Price#and#design/features#are#just#secondary.#
• TV#is#still#the#best#avenue#to#showcase#the#diaper#brand/product#because#of#its#high#
reach.#Referral#from#family#members#and#visibility#in#supermarkets/sales#promos,#on#
the#other#hand,#also#help#drive#consumers#into#purchasing#the#product.#
Message!Objectives#
• To#highlight#the#efficiency#of#using#Pampers#by#communicating#that#one#Pampers#
Overnight#is#equal#to#two#of#another#brand,#thus,#“Walang#palitan”.!
• To#provide#additional#emotional#appeal#to#target#the#buyers#(mostly#mothers),#thus,#
“Walang#kapalit#ang#pagmamahal#ang#Pampers”#
#
Selling!Premise!
The#selling#point#of#Pampers#is#its#quality#based#on#the#length#of#use#of#each#diaper#pad.#This#
adopts#the#one'versus'two#selling#proposition#of#most#P&G#products,#wherein#one#Pampers#is#
equal#to#two#of#another#brand.#Pampers#is#not#the#cheapest#brand#(in#terms#of#price#per#piece),#
but#it#is#of#best#value#through#the#extended#use#of#each#pad.#Therefore,#it#is#more#economical#to#
use#Pampers#over#other#brands#because#you#do#not#need#to#change#it#frequently.!
#
#
Big!Idea!
!

24. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
24(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
“Palit”#is#a#Filipino#word#that#can#either#mean#switch#(i.e.#switch#to#another#brand)#or#change#
(i.e.#change#your#diaper).#This#communicates#that#with#Pampers,#you#do#not#need#to#switch#
brands#because#you#do#not#even#need#to#change#your#baby’s#diaper#often#(1#pad#can#last#up#to#
12#hours).#
“Walang#kapalit”,#on#the#other#hand,#means#irreplaceable,#referring#to#the#quality#and#comfort#
of#the#brand#Pampers#as#something#you#cannot#replace.#This#phrase#also#connotes#an#
emotional#appeal#to#mothers#by#suffixing#“ang#pagmamahal#ng#Pampers”.#This#shows#that#the#
brand#transcends#physical#benefits—by#personifying#it#as#a#caring#and#loving#product/brand—
characteristics#that#parents,#especially#moms,#identify#with.##
Message!and!Design!Execution#
!
#
The#message#will#mainly#be#conveyed#through#simple#posters#such#as#the#one#above#–#which#
also#serve#as#the#main#marketing#collaterals#of#the#campaign.#Very#clean#and#straightforw
this#message#communicates#the#core#of#the#campaign,#which#is#love#and#care.#This#will#be#used#

25. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
25(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
in#distribution#channels#like#supermarkets,#malls,#drugstores#and#the#like,#and#may#
complement#existing#pointbofbpurchase#materials.#
This#execution#will#be#localized#in#various#provinces#through#the#use#of#local#dialects.#This#will#
make#sure#that#our#message#is#communicated#effectively#to#every#Filipino.#Below#are#sample#
executions#in#various#dialects:#
#
Bisaya#–#“Wa’y#mukambyo#sa#gugma#ni#Pampers”#

26. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
26(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
#
Ilocano#–#“Awan#makasukat#ni#agbayat#ni#Pampers”#

27. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
27(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
#
Ilonggo#–#“Wala#sang#kabaylo#ang#pagpalangga#ni#Pampers”#
#
#
#
#!

28. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
28(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
OTHER!MARCOM!TOOLS#
Sales!Promotion!
• Citibank#Exchange#your#Php1500#charge#slips#with#one#12#Packs#Pampers#Comfort#at#
selected#supermarkets.##
• Buy#one#Pack#Get#One#Pack#Promo#for#58pcs#pack#to#push#for#the#larger#quantity#items.##
• Exchange#your#other#brands#with#one#pack#Pampers#(4pcs#bundle)#to#encourage#
switching#to#Pampers.##
#
Public!Relations#
Publication(Genre(Communication(strategy/Angle(
Yes#(Summit#
Media)#
Celebrity#Testimonials#from#Celebrity#moms#(Kris#Aquino,#
Claudine#Barretto,#Jodi#Santamaria,#Judy#Ann#
Santos,#Gladys#Reyes)#
StarStudio#Celebrity#“What’s#in#your#baby#bag?”#sponsored#feature#
Good#
Housekeeping#
(Summit#Media)#
Household,#
moms#
Convenience#and#practicality#of#using#Pampers#
Cradle#(October#
80)#
Baby#Highlight#on#superior#features#of#Pampers#for#the#
baby#
Smart#Parenting#
(Summit#Media)#
Parenting#Convenience#and#practicality#of#using#Pampers#
Reader’s#Digest#
Asia#
General#Reading#Sponsored#article#–#Trivia/facts#about#babies#
Inquirer#News#b#
Broadsheet#
Lifestyle/Parenting#–#Coverage#of#Pampers#events#
Philippine#Star#News#b#
Broadsheet#
Lifestyle/Parenting#–#Coverage#of#Pampers#events#
Manila#Bulletin#News#b#
Broadsheet#
Lifestyle/Parenting#–#Coverage#of#Pampers#events#
(

29. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
29(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
( ((
(
(
(

30. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
30(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
!
Events!Marketing!
• In#store#Campaign#–#product#demo#at#selected#supermarkets.#
• Hospital#Activations#–#product#sampling#and#education#program#for#new#moms#
regarding#proper#use#of#diapers#for#newborn#babies.#
• Barangay#Activations#–#education#program#targeting#1000#barangay#for#first#quarter.##
• “How(to(love(your(baby”((J(Seminarbworkshop#about#nurturing#babies,#proper#
ways#to#take#care#of#them,#ways##to#bond,#etc.(
• “Float(Love”(Mom(and(baby(water(bonding(bSwimming#lesson#for#baby#with#
mommy#on#Mother’s#Day(
!
Personal!Selling!
• House#to#house#selling#targeting#villages,#subdivisions#and#barangay.#Standard#spiel#will#
be#localized#per#region.##
!
Digital!Marketing!
• Website#features/Sponsored#articles#–#PEP,#ABSbCBN,#ClickTheCity,#QTV/wmn.ph,#
push.com.ph#
• Online#banner#advertising#
• Pampers#forum#for#moms#
• Facebook#Fanpage#
• Blog#Campaigns#
• PaybPerbClick#Campaigns#
• Ebmail#Marketing#

31. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
31(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !

Online#banner#advertising#in#selected#websites#like#ABSbCBN#and#QTV#will#also#double#as#a#data#
capture#tool#where#we#can#optbin#subscribers#to#Pampers’#eNewsletters.#This#is#a#way#of#
building#the#community#of#Pampers#mommies.#
#

32. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
32(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !

Sponsored#articles#in#entertainment#websites#like#push.com.ph#and#pep.ph#will#subtly#
introduce#the#brand#to#entertainment#gossip#aficionados#(who#may#be#a#market#for#Pampers).#
This#will#complement#our#PR#efforts#in#making#the#brand#more#appealing#by#integrating#it#with#
feature#stories#that#are#not#hard#sell#and#pique#the#interest#of#the#readers.
!
Merchandise!
Shirts!and!Baller!IDs!
#
Pampers#shirts,#with#a#heart#emblem#(the#same#heart#used#in#the#current#Pampers#logo),#will#
be#distributed#and#used#during#events,#trade#launches#and#even#in#TV#guesting#of#endorsers#
and#brand#ambassadors.#The#heart#symbolizes#the#tagline#“Walang#kapalit#ang#pagmamahal#ng#
Pampers”#–#with#the#heart#being#known#for#its#association#with#love#and#affection.#Through#this,#
the#emblem#of#Pampers’#irreplaceable#love#and#care#will#be#more#visible,#and#its#impact#will#
last#longer,#without#being#hardbsell#(the#word#Pampers#or#taglines#will#not#be#visible#in#the#
shirts).#
Similarly,#baller#bands#will#be#distributed#as#a#costbeffective#means#of#making#people#carry#the#
brand#wherever#they#go.#

33. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
33(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
#
(
Baby!Books!
#
Pampers#will#be#printing#baby#books#to#be#distributed#to#pediatricians.#The#baby#book#will#
serve#as#the#parents’#(and#the#pediatrician’s)#guide#from#the#day#of#their#baby’s#birth.#Apart#
from#the#printing#of#the#logo#on#the#cover,#the#brand#Pampers#will#be#visible#throughout#the#
baby#book#through#some#articles,#baby#tips#and#other#forms#of#branding.#
#
This#marketing#effort#will#not#be#a#hard#selling#activity,#as#Pampers’#branding#will#go#
seamlessly#with#the#baby#book.#No#promotional#advertisements#will#be#placed#in#the#material.##
#
##
(

34. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
34(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
!
Special!Earth!Month!Green!Bags!
#
To#celebrate#Earth#Month#in#April,#special#Pampers#bundles#(12bpiece#packs)#will#come#in#
“Green”#earthbfriendly#reusable#shopping#bags.#This#will#be#in#partnership#with#SM#
Supermarket,#Hypermarket#and#SaveMore#branches,#in#line#with#the#retailer’s#advocacy#of#
going#green#and#reducing#the#use#of#plastic#bags.#
Special#Pampers#bags#may#be#reused#in#any#SM#branch,#and#inbstore#promotions#apply#–#such#
as#the#extra#points#for#SM#Advantage#cardholders#and#“Bring#Your#Own#Bag”#Wednesday#
campaign.#
This#reusable#bag#will#be#a#limited#edition#offer.#
#
#
!
!
!
!
!
#
!
#

35. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
35(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
Sample!Advertising!Executions!
(
Print!–!Magazines,!Newspapers!and!OOH!(Billboards)!
(
((

36. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
36(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
((
(

37. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
37(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
(
TVC!!Script!
#
(Mom#changes#diaper#during#midnight)#
Dad:#Mommy,#gising#ka#pa?#
Mom:#pinapalitan#ko#lang#diaper#ni#baby#
#
(Clock#at#3am)#
Dad:#Nagpapalit#ka#nanaman#ng#diaper?#
Mom:#Basa#nanaman#si#baby#
(Dad#looks#grumpy#kasi#di#na#sila#nakakatulog#ng#maayos)#
Dad:#Palitan#mo#na#nga#yan.#(Referring#to#diaper#brand)#
(
Radio!Commercial!Script!
Title:#“Snore”#
Product:#Pampers#Overnight#
TRT:#10#seconds#
(SFX:#SNORE,#SNORE)#
(SFX:#BABY#CRIES)#
Female:#Palit#diaper#na#naman#si#baby?##
Male:##Palitan#mo#na#nga#yan!#
(MUSIC#UP#AND#UNDER:#INSTRUMENTAL)#
VO#Female:#Sa#Pampers#mahimbing#ang#tulog#ni#baby#at#ng#buong#family!#Dahil#walang#kapalit#
ang#pagmamahal#mo,#walang#kapalit#ang#pagmamahal#ng#Pampers#Comfort.#
(SFX#UP#AND#UNDER:#SNORE)#
VO:#(WHISPER)#<DTI#Line>#
#
#
#
#
#
#

38. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
38(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
CAMPAIGN!MANAGEMENT!
#
Evaluation!of!Effectiveness!
(
#The#diaper#industry#expects#a#19.9%#growth#in#2011#with#an#estimated#12,566.7M#
pesos#of#retail#sales.#Pampers#still#holds#the#top#market#share#among#diaper#brands#in#the#
industry#with#33%.##In#order#to#achieve#Pampers’#objective#of#increasing#market#share#to#38%,#
the#brand#needs#to#generate#4.7B#of#sales#in#2011.#In#line#with#this,#expected#returnbofb
investment#from#marcom#activities#are#computed#based#on#budget#allocated#for#each#activity#
and#schedule#of#each#activity#relative#to#the#target#sales#per#quarter#and#per#marcom#activity.#
#To#illustrate,#the#second#quarter#of#the#marcom#campaign#is#the#most#aggressive#period#
consuming#30%#of#the#budget#allocated#for#the#plan.'(See'Media'Plan)#TV#ad#is#the#most#
expensive#among#the#marcom#tools#used#with#61.9%#of#the#budget#is#allocated#for#it.##The#
40.7B#target#sales#of#Pampers#are#divided#based#on#the#budget#allocation#of#each#marcom#
activities#per#quarter.#Thus:#
4.76B#x#.30#x#.619=#883.93M#
Where:#
4.76B#–#target#sales#for#2011#to#increase#market#share#to#38%#
.30b#percent#of#budget#allocated#for#2nd#quarter#('refer'to'media'plan)'
.619b#percent#of#budget#allocated#for#TV#ads#for#the#2nd#quarter#(refer'to'media'plan)'
MARCOM!
TOOLS!
Target!Sales!Qualitative!!
1st!Quarter!Metric!
TV!Ads!736.61M!Launch!New!TV!Ad!in!2!Major!Stations!
Radio!Ads!9.12M!Start!Radio!Ad!Campaign!
Print!211.07M!Launch!Print!Ad!Campaign!Metro!Manila!
OOH!119.38M!Launch!OOH!Campaigns!
Digital!650M!Launch!Revamped!Website!and!Forum!
Events!65.06M!Suyod!Campaign!on!Hospitals!and!Villages!
TOTAL!1,794.81!!!
#
#
#
#

39. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
39(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
MARCOM!
TOOLS!
Target!Sales!Qualitative!Metric!2nd!Quarter!
TV!Ads!883.93M!Product!Placements!in!Morning!
Shows!
Radio!Ads!10.88M!Start!of!Tongue!Twister!Campaign!
Print!253.28!Target!North!and!South!Luzon!
(Localized!Ad)!
OOH!143.26M!Target!North!and!South!Luzon!Areas!
Digital!45.84M!Social!Media!Marketing!Campaign!
Events!78.07M!North!and!South!Luzon!Barangay!an!d!
Hospital!Events!
TOTAL!1,405.21!!!
#
MARCOM!
TOOLS!
Target!Sales!Qualitative!Metric!3rd!Quarter!
TV!Ads!823.95M!Product!Placements!in!Noon!Time!Shows!
Radio!Ads!10.2M!Regional!Campaign!<!North!and!South!
Luzon!
Print!236.39M!Target!Visayas!(Localized!Ad)!
OOH!133.71M!Target!Visayas!
Digital!43.7M!Start!of!PayPerClick!and!Forum!
Management!
Events!72.87M!Visayas!Barangay!and!Hospital!Events.!
TOTAL!1,320.91! !!
#
MARCOM!
TOOLS!
Target!Sales!Qualitative!Metric!4th!Quarter!
TV!Ads!495.20M!Christmas!TV!Ad!Campaign!
Radio!Ads!6.20M!Christmas!Radio!Campaign.!Visayas!
and!Mindanao!Regional!Campaign!
Print!143.52M!Target!Mindanao!(Localized!Ad)!
OOH!81.18M!Target!Mindanao!
Digital!26.54M!Use!database!for!Mobile!and!
Internet!Campaigns!
Events!44.24M!Mindanao!Barangay!and!Hospital!
Events.!
TOTAL!796.88!!!
#
#

40. MMC#500#De#La#Salle#University#Manila#
Pampers(–(Integrated(Marketing(Communication(Plan(
40(
#
#! De#Jesus,#Fidel,#Sta.#Cruz,#Tan!!
! !
Campaign!Budget!
#
The#annual#campaign#budget#for#2011#is#PHP(110,956,000.##This#is#2.36%#of#the#target#sales#
for#next#year#which#is#PHP#4.7#B.#
CAMPAIGN(BUDGET(FOR(2011(
Media(Placements(
TV# PHP#94,175,670.00#
Radio#PHP#1,400,000.00#
Print#PHP#8,524,918.88#
OOH#PHP#3,835,000.00#
Digital#PHP#300,000.00#
Production(
TVC#PHP#500,000.00#
Radio#Commercial#PHP#20,000.00#
Direct#PHP#100,000.00#
Events#PHP#600,000.00#
Merchandise#PHP#1,500,000.00#
# #
TOTAL(BUDGET(PHP(110,955,588.88(
#
#
#
85%#
1%# 8%#
4%#
0.27%#
0.45%#
0.01%#
0.09%#1%# 1%#
2011(Budget(Allocation(
TV#
Radio#
Print#
OOH#
Digital#
TVC#
Radio#Commercial#
Direct#
Events#
Merchandise#