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14,078 $m

Pampers is sold in 98 countries and is parent company Procter & Gamble's largest global brand, with annual net sales of over $10 billion. Both P&G and Pampers are recognized for outstanding research and innovation and Pampers responds to parents' needs by continually bringing new and improved products to market. This strength is also the brand's one weakness, since innovation and quality make it the highest priced player in its category. In 2013, though it raised prices by 5-7 percent, in order to keep pricing steady for consumers, P&G reduced the amount of diapers in each box. Despite such efforts, lower-priced competitors and private label brands aggressively compete with Pampers, especially for the "seasoned" parent, who is more willing to trade down. Always looking to deliver better solutions for parents, Pamper's recent responses to consumer demand include larger sizes and products to keep babies dry throughout the night. 

In terms of marketing, Pampers is an outstanding example of a brand that uses digital media effectively to connect emotionally with consumers. Illustrating that point, Pampers has a strong following on its website and over 13.5 million "likes" on Facebook. Online, consumers act as brand advocates by sharing pictures and stories and, every day, they play their part in Pamper's larger support network by asking questions and contributing advice. In fact, in 2013, the brand incorporated user-generated content to launch its first new brand campaign in 10 years, "Love, Sleep  & Play," which invited parents across North America to submit photos of their babies experiencing love, sleep, or play on social media. Connecting, however, is something the brand has always done well. Pampers was launched as the original disposable diaper brand 50 years ago, and today many employees are parents themselves. This core authenticity is reflected in the brand's enduring commitment to making a difference in both parents' and babies' lives.

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