Research On The Word-of-mouth Marketing Strategy Of Pampers

In recent years,benefiting from market penetration,living standards improve,the consumption structure upgrade,"two-child" policy factors,and based on the relatively large base of infants in our country,the baby diapers industry has maintained a rapid development trend,but the drop in newborn babies,the baby diapers products demand decreased obviously,The growth rate of China’s baby diapers market has slowed since 2019.The decline in the overall market growth brings about increasingly fierce market competition,and the survival status of all brands is not optimistic.Brand P is a world-famous brand of baby diapers and the most important brand of baby care category of Procter & Gamble.Brand P entered the Chinese market in 1997.As its ultra-high brand influence and high-quality products helped brand P quickly open the Chinese market.In 2009,brand P’s market share in China was 65.2%.As P&G did not pay enough attention to the consumption upgrading trend of the Chinese market and missed the middle and high-end consumers,the market share of Brand P in China fell off a cliff.In2016,the NO.1 market share of baby diapers in China was replaced by Kao.In2018,brand P regained the first place in China’s market share,but at this time,brand P’s market share in China was only 13.6%.At present,brand P is facing a more complex market environment in the Chinese market,such as the declining birth rate,the serious threat to its market position from its main competitors,and the sudden rise of domestic brands.How to maintain brand P’s market position and build brand P’s sustainable competitive advantage in the extremely complex market environment is an urgent issue for brand P.How to solve the current market problems of brand P? This paper starts from the word of mouth,which is the most important factor affecting the purchase decision of consumers,and selects word of mouth marketing as the breakthrough point to solve the current market problems of brand P.This paper uses literature research method,investigation method,observation method and other research methods,by reviewing the literature and theories related to word-of-mouth marketing and taking the 5T theory of word-of-mouth marketing as the main theoretical basis,this paper studies the status of word-of-mouth and word-of-mouth marketing of brand P and its main competitors,and extracts online consumer comments of brand P and its main competitors on JD platform to analyze the word-of-mouth performance of brand P and its main competitors.The paper also sorted out and studied the status of brand P word-of-mouth marketing activities,explored whether the current marketing activities match and solve the current word-of-mouth problems,and analyzed the problems of brand P word-of-mouth marketing faces as follows: selected excessive entertainment star as talker,word of mouth marketing topic type is single and negative comment processing is not sufficient,word of mouth marketing tool utilization is insufficient,word of mouth marketing participation degree is low and lack of systematic tracking system,lack word of mouth marketing resources of product perspective.Based on 5 t word of mouth marketing theory and the theory of customer perceived value is proposed to create high quality products and services by word of mouth,chose fit consumers about theorists,precise topic selection,to set up the whole word of mouth communication system field,positive word of mouth marketing activities and follow up activities execution,attaches great importance to word of mouth marketing measures to solve problems of word of mouth marketing brand P.