MEDIA PLAN

Huggies Gentle Care DiapersHousehold Products-Baby/ChildrenKimberly-Clark Corporation

Huggies Gentle Care DiapersAs of the second quarter of 2008 the prelimi-nary figures are 5 billion dollars

Description: Huggies Diaper is a kind of pants where can one wear to urinate or defecate on theirself des-cretly. It is a baby shape pamper that is elastic at the leg to provides leakage protection. It has softness inside and out, with a breathable, comfy outer cover and quilted, flexible inner pad. The users include newborns, adolescents, toddlers and preschooler.

Purpose: A clothing worn underneathe pants for people children (unisex)who are not potty-trained. It absorb urine and prevent defecate from leaking out.

History: In 1872 a paper company named Kimberly-Clark was established in Wesconsin Fox River Valley. During their second century Kimberly- Clark made a business decision to focus on a “high-er-margin consumer products” rather than paper. Their first entry to disposable diapers market, was created by Proctor & Gamble pampers brand, which was an advance. In 1978, Kimberly-Clark tried again but this time it was called Huggies diapers. Many consumer at the time were still using cloth at the time so they im-mediatly “flocked” to Huggies. In 1985, Huggies was considered the lead of their category for the first time in history. It has been considered the number one selling diaper since 1993.

Strengths• wetnessindicator• adjustabletofitdifferentsizesof

babies• softquiltedinside• shapedforlittlebellybuttons• preventsleakage• Widedistrubutionchannels• Brandloyalty• Brandawarness• Innovationofdifferentkindsof

pampers• necessityforsanitaryhealth

Oppurtunities• convinenttoparentsrather• Babies,theusers,areborn

everydayandareinneedofdiapers

• Moreteenmothers

Weakness• Pampersisthedominant

BrandofDiapersindustry• Cangivebabiesrashes• Competitorsarecheaper• Doesnotpreventodor

Threats• DecreaseinBirthrate• Globalwarmingbecauseofthe

plasticindiaperstakeslongtodisposeandthereforehasabadeffectontheenvironment.

• Badeconomy.Thepriceofdiaperswillincreasemakingitlessaffordableforparentstobuy.

Location: Huggies are sold in 80 countries world wide

Price: Around 33.8 cents per diaper

Competitors • Proctor & Gambles Pampers • Paragon• Private label Store brands

Market Share of Sanitary Paper Products (2011)

Retailers that distributes:• K-Mart• Baby R Us• Walgreens• Target • Walmart

Distrubuting Websites• Diapers.com• Amazon.com• JetSetBabies.com

BRANDS %Procter and Gamble Co. .30

Kimberly-Clark Co. .90

Private label .80

Other .00

Primary Consumer:Adults betweeen 18-49 (2,216 users)Women(1,790 users)Married: (1,466 users)No College EducationHas children 6 and under(1,301users)Generally are from the South Region(964 users)

TotalUsers(survey)

Adult18-49 79,657 2,216 2.8 92.1 163

Men18-49 26,251 426 1.6 17.7 95

Women18-49 53,406 1,790 3.4 74.4 197

CensusRegion:South 51,416 964 1.9 40 110

Edu:Nocollege 61,419 1,301 2.1 54.1 124

Edu:GraduatedHS 43,445 810 1.9 33.7 109

Edu:DidnotgraduateHS 17,973 491 2.7 20.4 160

MaritalStatus:Nowmarried 72,019 1,466 2 60.9 119

Childage:<6years 23,447 2,011 8.6 83.6 503

%ofusercategoryTotalU.SPop.

TotalUsers(survey) Index%ofdemographic

thatusesproduct

Data according to MRI (2009)

TotalU.sPop Totaluser(survey) %ofproductuser%ofcatergoryuserIndexMagazineQuintileI(heavy) 27,865 764 2.7 31.7 161NewspaperQuintileI(heavy) 29,216 189 0.6 7.9 38

Media Usage: Meduim consumer use heavily: Print (Magazine/Newspaper)

TheProgramsandVehiclesareadvertisetofamiliesmoreparticularwomen.Theyshowsthatwomen,whoareusuallymother,watchadvertisedonnetworkswomengenerallywatch.Theprogramsthatfamilieswatchtogeth-eralsoshowadvertisementofHuggiesdiapers.EX:• AmericanBaby(Familywithbabiesaudience)480userand20%areproductusers• BetterHomes&Garden(Womenaudience)576userand23.9%areproductusers• NNNTop100(Daily/Sunday)(wideaudience)103373and51.8%areproductusers• Parents(Familieswithchildrenaudience)935usersand38.9%areproductusers•MostCommercialsareshowedon:• Cable:ABCCFamilyChannel(Familywatchesprogramstogether)36%areproductusers• FoodNetwork(Women,primaryconsumer,Audience)26%areproductusers• Lifetime(Women,theprimaryconsumer,Audience)31.9%areproductusesrs• TBS(Familywatchprogramstogether)29.7%areproductusers

TVShowTypes:FootballSpecial-Professional(20.8%userwatchestheshows)Familywatchestogether

CommercialBroadcast:Radio:M-F(3:00p.m-7:00pm)Afterschoolandworkhours-49.3%ofuserlistentoradiobetweenthesehoursRadio:Wkend(10:00a.m-3:00p.m)MorningwhenChildrenwakesup-58%

Websites:YahooMail(39.3%userviewads)Mapquest(22.9%usersviewads)

Magazine Type:• Women (59.9 % of category users)• Parenthood(52.4% of users)• News & Enterainment Weekly(47.7% of users)

TotalU.SPop IndexTotaluser

(survey)%ofproductuser %ofcategory

MagType:Women 69,218 1,442 2.1 59.9 122MagType:Parenthood 20,898 1,260 6 52.4 354MagType:News&EntertainmentWeekly 58,090 1,258 2.2 52.3 127MagType:NewspaperDistrubuted 77,448 1,148 1.5 47.7 87