文章基本信息

标题：Local players giving a run for the share to a global giant: A case study of Pampers brand of Proctor and Gamble Pakistan
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作者：Syed Waqas Hussain ; Jawaid Qureshi ; Muhammad Mubeen 等
期刊名称：International Journal of Experiential Learning & Case Studies
印刷版ISSN：2520-4475
电子版ISSN：2521-9359
出版年度：2020
卷号：5
期号：1
页码：122-134
DOI：10.22555/ijelcs.v5i1.3023.g605
语种：English
出版社：Institute of Business Management
摘要：Pakistan is a densely populated country with a population of around 200 million people with an annual birth rate of 29.8 births/1000 people that approximates to around 13 million babies per year with a majority of births in tier three and four socio-economic classes (Geoba,2017). Based on marvelous demand and consumption patterns,the market for diapers seemed ever-increasing. This instrumental single case-based study addressed the concerns regarding the competitiveness of Pampers with other diaper brands. It undertook eight interviews with industry experts till saturation point and availed thematic analysis techniques to categorize themes pertinent to core issues. Pampers is an expensive brand,primarily due to its higher cost of importing and local value additions. Despite being a global giant in the diaper industry and having the first-mover advantage in Pakistan,the company is continuously losing its value and volume share against much cheaper local players since 2013. The case addressed shortcomings of Pampers Pakistan that were needed to be addressed and strategic branding and marketing decisions that were likely to regain its market share. Their marketing strategists realized revisiting its procurement plans,pricing strategies and distribution strategies,and brand management on an urgent basis to maintain its sustainable competitive advantage.
关键词：Procurement;Pricing and distribution strategies;Branding and marketing strategies;Pampers in Pakistan;Proctor and Gamble (P&G)