02. Procter & Gamble Diapers - Pampers Cruisers
Cruisers Diapers
The design of Pampers Custom Fit Cruiser Diapers is best described within the business context of a highly competitive market among P&G and other leading national diaper makers, and P&Gs commitment to create the best and most successful diaper to serve the needs of consumers and to retain the #1 spot worldwide for the Pampers brand.
P&G’s strategy for winning was to give unprecedented emphasis to design research, and to use design as a primary marketing tool. P&G and its design and research partners formulated the “Baby Stages of Development”, a way of segmenting the diaper category not by simple sizing, as in the past, but by the developmental and physical needs of the baby and the values of the Mom.Baby Stages served as the foundation for a new premium line of Pampers diapers.
"Continuum is helping Pampers learn more about how parents see the many features and design elements of our diapers, so we can better showcase them to delight the moms and babies who use them." --Deb Henretta, President, Procter & Gamble Global Baby Care
|