Nairobi, Kenya – March 29th 2011: Pampers has been named one of the top 3 “most desired” global brands and is also considered one of the top 5 “best value” global brands. This is according to new research developed by Millward Brown, a leader in brand, media and communications research. The research is based on Brand- the world’s most comprehensive and reliable collection of brand equity information available.
In the new report titled “Value-D1: Balancing Desire and Price for Brand Success”, Millward Brown ranked the top brands according to consumers’ perceptions of the brand’s Desire, Price & Value. In the classification for Top Global DESIRE Brands, Pampers ranked #3 ahead of leading brands like Apple, Coca-Cola or BMW. In the Global VALUE-D (“best value”) rankings, Pampers is ranked #4 and is notably the highest scoring baby care brand.
According to Nuno Bernardo, the Marketing Director at P&G, “ the results are encouraging considering they come during a post recession environment where it is more difficult for brands to achieve commercial success due to difficulties addressing shifting balance between desire and price.” He also added that Pampers has enjoyed tremendous loyalty among Kenyan consumers who recognize its superior quality.
The results are based on surveys of 150,000 consumers across 26 countries including the US, China, Germany, France, UK, Sweden, Brazil, Canada, Poland, Russia and Japan.
The Pampers brand is continuously innovating and also listening to the consumer. In Kenya, the Pampers brand recently introduced a new diaper line known as ‘Pampers Premium Care’. “This new diaper comes with added benefits to the consumer which include stretchy sides as well as an additional larger diaper size to cater for the babies who weigh between 11 and 25kgs. This size was previously not available in our brand said Mr Bernardo.
Pampers has been in the Kenyan market for over 10 years now and enjoys leading market share of above 75% according to the Nielsen June 2010 share reading report
“The Value-D report clearly indicates that despite an economic environment that has bred a cautious consumer, price alone is not enough to attract shoppers -- brand strength is just as .important as ever,” said Eileen Campbell, Global CEO of Millward Brown. “Value-D is a great indicator of which brands can realize a ‘Justifiable Premium’, as defined by achieving both a high Desire score and a high Price score.”
According to the report, on average, only 7% of consumers buy based on price alone, down from 20% ten years ago. In contrast, 81% regard brand as an important purchase driver, according to Millward Brown data.
By quantifying this gap, Value-D helps brands
Pampers is the world’s leading disposable diaper brand and is among P&G’s 24 billion dollar brands. Since introduction into the market over 10 years ago, Pampers has remained a market leader in innovation and the Pampers diapers has consistently delivered a double advantage by keeping the “1 Pampers for 1 Dry night” promise.
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