Subject Index
 

Procter & Gamble created the disposable-diaper market in 1961 when it introduced its Pampers brand. Despite being the first successful disposable diaper, by 1985 Pampers was falling behind co ...

Pampers recognized an opportunity to help moms trust that there is a true training pant benefit for kids who have already started potty training and are 'active trainers.' In August, 2004, at the star ...

All indications were poor for the Treasures Ultra brand prior to its relaunch in August 2003. Market share was in steady decline and the brand’s image had become dated, conservative and irrelevant. Th ...

This is a true kiwi success story: a NZ company, with a NZ marketing department and a NZ agency taking on the world’s leading multi-national and winning. Treasures Giggles lost 10% share in the 3 year ...

A child uses diapers for about thirty, which means that a third of the target group is exchanged every year. It has been dominated by two major players throughout the nineties.

Post-1997 campaign for Pampers disposable nappies in South Africa. Brand launched in 1995, and disposable nappies became the fastest growing grocery category. By 1997 the growth had slowed, and Pamper ...

Prior to the campaign Huggies was suffering a declining market share. Following the launch of Huggies Grip Tab nappies into the New Zealand market, the brand achieved and maintained a spectacular gai ...

1994 launch in UK of Huggies, Kimberley-Clark's answer to P&G's Pampers in the nappy market. Pampers, the dominant brand, held certain `pioneer advantages' (discussed); a high-spending competitor, the ...

Relaunch campaign, 1987, of a premium quality baby wipe, first launched in 1984. New pack sizes. TV-am used.