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Means-End Theory - Pampers Baby Products Free essay! Download now

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Means-End Theory - Pampers Baby Products

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Document on Means-End Theory


Pampers Baby Products – Means-End Theory

The vast majority of parents use disposable nappies, with the UK market being dominated by two main brands – Pampers the undisputed market leader from Procter & Gamble with over 60% of the market, and Huggies (for Kimberly-Clark) with around 30%. Interestingly, own-label and other brands have been loosing market share. The market is characterised by considerable customer loyalty and parents often stay with a brand throughout the child’s formative years.

Manufactures face a declining birth rate, resulting in a fall in overall sales. Simply put, less babies equates to less sales. Additionally, products are often discounted as part of promotional activity. Pampers has introduce a premium range of products which relate to the child’s stage of development. These range from products for new babies through to ‘easy-up’ pants designed to aid toilet training.

Today’s parents are generally more affluent and busier, with around 60% of mothers working. This drives the need for convience and premium products. One advantage of the toilet training pants is that it encourages parents to keep children in nappies longer, thus extending the usage of the brand. Huggies has a similar range of products, with a basic, superflex and premium ranges. Swim pants add an additionally product category

Example: Pampers Sensitive Nappies (Source:

New Pampers Sensitive are clinically tested and proven to meet the needs of your baby’s sensitive skin. Pampers Sensitive offers: 1. The most breathable nappies you can buy because of a new material that allows more air to flow through to your baby’s skin. 2. No other nappy keeps your baby’s skin drier than Pampers Sensitive because of absorbency and breathable materials. 3. A special hypoallergenic lotion on the leg cuffs is formulated to minimise skin irritation.

Baby Wipes

One area of growth within the market is baby wipes. Baby wipes benefit from being both disposable and flexible. While designed for cleaning bottoms they invariably find other uses (e.g. cleaning hands, removing make-up and applying sun tan lotion).

Pampers has created a new category of wipe – Kandoo, a toilet training wipe which has experienced considerable growth. Kandoo is a flushable biodegradable wipe:

Kandoo: Your little ones first toilet wipe

Forget tricky toilet paper – now kids can master the toilet with new kandoo wipes.
The wipes are just the right size for young hands, allowing children to wipe their bottom clean on their own – a small, but important step on the road to independence. Plus, there’s a colourful dispenser in the shape of a toilet seat making the whole thing more fun. (Source


Does means-end theory account for the brand loyalty within this market? Support your answer by developing ...

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