Professional Documents
Culture Documents
-2.0
Index
Merries 39.8
107 Other GooN. Diapers 60%
Index
HUGGIES T5 100 16.4
114
109 111
105
100 100
105 107 106
98
93
90
NB
0 1S M
2 3L XL
4 NB
0 S1 M
2 L3 XL
4
Current HUGGIES product offering in complete
diaper is missing a place in super-premium niche
Nielsen
Complete MMPK
Price HUGGIES Pampers Merries Anerle GooN.
Diaper /Moony
Index
SUPER
PREMIUM
(T6)
230 ?
Premium
170
(T5)
Mainstream
Premium 130
(T4)
Mainstream
(T3)
100
Changing Premium
Chinese Diaper
Market
Consumers Dynamics
China is transforming to consumption economy and
baby category spending importance has kept rising
48 MAT2014 38%
38 2015
MAT2016 42%
2012
51% 59%
32% 41%
62% 65%
*high income (monthly household 16,128)/ high education (67.4% undergraduate degree)/ high social status (34.1% manager-tilted)
Data source from 2015 CTR
Post 85s modern mums also believe baby products
they choose are representations of their own
wellness and lifestyle
Premium quality isnt I will gladly spend more
just about the most on my baby to get the
expensive or famous best quality, but I expect
brand, its about the it to look good too. Being
heritage, expertise and the best mum shouldnt
care in creating the mean I have to
product. compromise on style!
Market Situation Summary
Become
No.1 Brand Profit Driver
& &
Taken for the Best Value Enhancer
T6 Ultimate
Skincare
VS
Superior Softness
Comfortable of Wearing Inside-out
BETTER
Skin Protection | Breathability | Free Movement
1.2D Outer-cover 3D Air
Long-Lasting Protection Thinnest Fiber Embossing Liner
GOOD Leakage Prevention | Long-lasting Dryness Ever Used
Price premium against competitor and drive gross
margin within segment
T6 Pricing Guidelines
1
Packaging Design
Ultimate
Skin Caring &
Pampering
Reference Only
Touches of
Motherhood
Inspiration
Break conventional diaper packaging and visually
captivate consumers thru emotions
L
M
S
NB
XL
Ultimate Skin-caring
empowers by
2
Outer-cover Design
Outer-cover Cross-market
Design Corporation
More Premium
Feels Dryer
VS
More Breathable
Absorbs Better
Fits Better 71 : 29
Better Looking
No difference: 37%
Local insight plus fast innovation development speed
enable new weapon to fight in evolving market
months
Mar. 2017 Apr. 2017
Production Launch & Marketing