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Pampers Attributes and Recommendations

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Based on your group's analysis of the Pampers data, what can you tell management? What attributes of a disposable diaper have the greatest impact on developing brand preference? What recommendations would you make to management on how to position Pampers against the competition?

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What the brand-name means-A brand is the only aspect of a company that truly differentiates your product or service. Brands act as "mental shorthand" for customers when they decide what to buy. Marketing's goal is to create and continuously manage a distinctive environment for its brands.

Preference attributes can propel a brand to leadership. These attributes represent significant points of leverage with customers. They may be as simple as "Made in the USA". Preference attributes are the trump card, the qualities that keep your customers loyal.

The research showed that customers had brand-name recognition, and that there was a difference between a diaper that singled out attributes. "New" absorbent diapers rated high, as did "comfort" diapers. These 2 single qualities were important.

Attributes for Brand Preference- In this case, customers consider comfort, absorbency, and a fair price when they are looking for disposable diapers. These are the attributes most important when making a buying decision. Brand-name had very little to do with it. But once you fulfill all these things, they will associate the "perfect product" that fits their needs with the brand name and they will become the preferred brand. They know they will look for this brand first, because it met all their criteria.

How to keep competitive- Once the basic framework of brand, determine what you can deliver uniquely, the areas in which your brand has an advantage. If no single brand has a sustainable advantage, you've got an open opportunity. This is how you can compete!

Brand equity attributes include:

Key equity attributes provide direct leverage against competitors. Your business performance is higher than theirs, and you can use your strength to build new equities.

Minor advantage attributes: Your brand rates statistically stronger but your business performance is lower. Perception is reality?if customers think you're stronger than your competition, you are.

Parity attributes: Your brand rates equivalent to your competition, but your business performance is higher. Feature your own strengths and your competitors' weaknesses.

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Please see response attached (also below), and one supporting article as well. I hope this helps and take care.

RESPONSE:

1. Based on your group's analysis of the Pampers data, what can you tell management? What attributes of a disposable diaper have the greatest impact on developing brand preference?

The research showed that customers had brand-name recognition, and that there was a difference between a diaper that singled out attributes. For example, "New absorbent" diapers rated high, as did "comfort" diapers.

In other words, customers consider comfort, absorbency, and a fair price when they are looking for disposable diapers. These are the attributes most important when making a buying decision. Brand-name had very little to do with it. But once you fulfill all these things, they will associate the "perfect product" that fits their needs with the brand name and they will become the preferred brand. They know they will look for this brand first, because it met all their criteria.

NOTE (things to consider for the next question):

Your product is what you sell (diapers), whereas positioning and differentiation is how you go about marketing and selling your product.

Positioning: What image of your product can you put in the mind of the consumer that will make her or him buy your product - reason why the customer should buy your product? (Clearly from the report customers consider comfort, absorbency, and a fair price as product attributes)

Product Differentiation: What ...

Solution Summary

Based on the analysis of the Pampers data, this solution explains what a person should tell the management. It also explains the attributes of a disposable diaper that have the greatest impact on developing brand preference, and the potential recommendations to make to management on how to position Pampers against the competition. Supplemented with two articles about differentiation and positioning theory.

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Regression report

Case 3.4 Pampers Develops a Rash - A Rash Share of Market Share in your text (pages 688-689). use SPSS and the SPSS data (Case3.4Pampers_Data.Sav).

In the Group Project in Unit 4, Crosstabs were used to examine how the various independent variables were related to the development of a brand preference. Using the higher level analytic tool of regression, examine these relationships again and see if you learn anything different.

Interpret your findings for management: What variables play the biggest role in developing brand preference? Does this change your recommendations to management? What recommendations to management would you make based on this analysis?

Post your tables and a 1-2 paragraph summary.

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