Absorbing market share

Mortimer, Ruth
May 2005
Brand Strategy;May2005, Issue 192, p20
Trade Publication
Discusses the marketing strategy for Pampers disposable diapers in the United States. Brand's goal of becoming a one-stop-shop for pregnancy and parenthood supplies, support and advice; Expansion to target both pregnant women and older children; Pampers as Procter and Gamble's strongest brand; Challenges of intense rivalry and declining birth rates.


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