帮宝适-Pampers mobile strategy 演示文稿.pptx

Pampers Mobile 2014 Mobile trend511million632millionInternet userPC internet userMobile is the First Terminal527million80.9%83.4%Mobile internet userData source: CNNIC 2014.6 30%Mobile TimeEach Mobile internet user is average to spend 104mins/per day on mobile, about 30% in media touch and higher than pc and TVMobile internet user is average to spend 5.8hrs/per day on appsSource from: 2014移动互联网用户行为洞察报告 Decision Fuel 2014.1 Mobile Ads performance is better than TV and PC Banner CTRBrands introductionBrands favor ShareBuy TV-48%59%36%72% PC0.3%45%62%39%74% Mobile0.8%-1%52%63%40%78%Source from: eMarketer 2013, AdMaster 2013.102. Mobile EC Booming?Mobile shopping?growth fasterTaobao mobile PV exceed PCEC platform sales?comparison（diaper）Diaper EC Sales Top 53. Behavior analysis (mobile user + diaper)Disposable diapers-number used per day7,475,000Total/Volume Packs Of Disposable Diapers Use Per Day2.56Mean Packs Of Disposable Diapers Use Per DayAudience(000)Source: MM14SP MMMS 2014 China Mobile Motivation and Media Study(Spring)[Jul 2013-Dec 2Disposable brands-used past yearAudience(000)Source: MM14SP MMMS 2014 China Mobile Motivation and Media Study(Spring)[Jul 2013-Dec 2Disposable brands-used most oftenAudience(000)Source: MM14SP MMMS 2014 China Mobile Motivation and Media Study(Spring)[Jul 2013-Dec 2Conclusion The baby diapers market in China is very huge ,Pampers is famous in Chinese market and with a high occupancy. As a market leader, it need more impression to consolidate the market position4. Strategy IdeaTA62million+F25-35 Married womenAccounted for?about 12%?of mobile internet usersNew MomPregnancy womenLove life,?willing to share,?pursuit qualityConcerned about baby growing,?have stronger?consumptionStrategyPregnancy womenPotential users, prepare for diaperStrategy:Precisely?reaches TAEstablish?brand favorabilityInfluence TA about choice diaper?decisionNew MomLoyal usersSustainable diaper consumptionStrategy:Attract TA interacted with?brandStrengthen bran