This action can generate a lot of business for the company If it done the organization correctly. Where an unsuccessful attempt at identifying the core customers for the firm might result a dispute between the various members of the organization about who knows the customers better where fingers probably will be raised at the person who wasted company resources for conducting a failed research. Anyway, here is some faction that stresses core customer’s attention. 1- data gathering
Firs thing comes first, before you set down your survey you have to compile what you already know about your clientele to determine your core customer most valued which need to be involved in your analysis, that is one specific step need to done but on the other hand some companies reflect them organization by defined just the most valued core customers as they spend a large money from them money on them company, on fact this is a perfectly valid, but there are some other factor that you might need to consider like..
Average purchase size, where you need to see how much those customers spend with your organization on single purchase, as if that single purchase is less than what it costs to sell, so you probably need to not include them in your list of the core customers valid. Long-term value earned, how much your customer spent with you on a period lifetime. Need for support, how much the sales and marketing spent to acquire this customer, from your support or training that they often need. Business mission alignment, you should be clear about what clients you need to target whether your special customers are exactly who you want your customer to be.
2- Customer distribution as per their value On this step and after you gathered the information in one place, you need now to classify your customer as per their value to the company, sometimes the data need exceptional understanding of statistical result of processing information, by looking after them different clusters of demographic, firmographic, ethnographic, psychographic aspects and behavior trends that correlate strongly with your business audience. This will attach you with a brunch of group of customers of varying values.
3- Qualitative analysis It’s not about the statistical data about your customers, but the background information on factor that effect their buying motivation, tendencies and overall behavior as customers, this will narrow dawn the focus on only the most value customer to the company, which will make it possible to the company to be more efficiency about them resources strait to right direction. Confirm your evaluations with another round of interviews until you are sure how each group differs from the other.
4- Quantitative analysis After applying the last steps you would probably get feedback that will make you feel like you know your core customers when you wouldn’t have meet them in real life. 5- Creating personality profile Challenge to communicate what you knew with the rest of the organization, take the definition of the different group of core customer and create a fictional person of those customer groups to make it clear to understood for every one during applying the organization.
Pampers role of decision when it comes to purchasing disposable diaper Initiator about the expectant of parents and the mother who just gave birth as they need baby care product, those are the segment audience that need reached as they inquire about the quality and the cost of the diapers. Influencer, for the mother/mother who just gave birth often seek and looking for advice about best baby care product from them family, friends and doctors, from this source the target market had builds a brand attitude toward brand available.
Pampers focused on the quality of the product expecting mothers after implementation them marketing communication plane to perceive the brand as value for money, and greater quality they could find which will lead to trial and continued usage. It’s about achieving brand attitude and brand purchase attention objectives. Integrating marketing communication plan campaign will first simulate recognition by providing strong visual package association with the brand.
That would be through print, television, internet advertisement and promotion on mothers on line communication and blogs, same with baby cares professionals and sponsorships on baby-care seminars conducted during brand activation in clinics, hospitals and health centers activities. Campaign strategy Pampers invest an integrated marketing communication campaign and taking the advantages of the following tools on in order to communicate the brand position and it loyalty. Advertising
Television, where pampers had being targets 100% TV viewership by the end of 2011. Thematic TVCs 15s advertisement. Main medium of awareness like “ no change overnight” that to build a key message Interstitials. 30-seconds produced material on ways to nurture babies incorporating the message of the TVC material. Segment buys. Pampers creative 5-minutes of buying on morning which talk about ways to bond with babies and the healthy ways to nurture them Push plugs. Five second attached to TVC 15s. CBB and OBB for all sponsored programs
TV Guesting on morning shows and mom-oriented programs Pampers took also Radio as another tool of advertising, even Print like broadsheet, on magazine that related to women features and billboard or shed, sometimes public bathroom doors and LTR cube usually at the female section. Message strategy to consumer One message objective is to highlight the efficiency of using pampers diaper by communicate that one pampers overnight is equal to two of another competitor brand “no change” as you don’t need to change it frequently.
“No substitute love pampers” that was another message idea to build a customer relationship. The message will mainly be conveyed though simple posters like “love and care” is a very straightforward and clear Sales promotion Buy one pack and get another Promo for 60pcs pack, that to push for a large quantity items. Exchange your diaper brand with one pack Pampers four bundle, reason to encourage switching to Pampers. Events marketing Product sampling and education or learn program for new mothers to the proper use of diapers for new born babies.
An education program to target 1000 village for first quarter, village activation “How to love your baby” shows the best ways of taking care to babies, ways to bond and how should babies be feed. “Float love” gives a swimming lesson for babies with them moms on Mother’s day event. Pampers shirts with the heart logo of Pampers being used and distributed during events and trade launches, as the heart being known for its association emotion with love and affection related with “no substitute love pampers” .
Baby book that distributed to pediatricians on reason of serving the parents’ guide from the day of their baby’s birth , where the book have no promotional advertisements just a Pampers logo would be on the cover “the heart logo”. Special earth month green bags which had the first show up on the celebrate month in April as advocacy of going green and reduce using plastic bags.
The strategy role of targeting or building the relationship to the customer is different between the Television and the internet, where on TV Pampers providing the quality and the different brands of nappies through different situation to get the watcher attention and specially the mothers, and review the advertisement on emotional way somehow, as they produce nappies to effect many babies problems more than the quality promise and the responsibility they give. We had talk about the television advertisement before.
Pampers internet website using a different strategy than how it viewed on television, where on the website Pampers assuming information about how to take care of the babies starting with the new born until three years old, also Pampers make it possible to ask about anything that related to babies any time where sometimes you find it directly by just searching in the website or you could send an email and wait until the respond you back, so it’s about building a relationship with the customer on different ways than how you market it.
Conclusion Pampers successfully develops well integrated communication strategy. Their message matches their coordinated actions to ensure that consumers are well informed about products. Raising parents on the stage of development of newborn little, Pampers is managed successfully to advance its production at the same time. Reference