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Satisfaction level of diapers brands among Russian customers

Russia, May 2015

2Summary

GOO.N Top-of-Mind is 2,2%, unaided call– 28,9%, aided call – 84,4%

Reasons for current brands choosing: quality (67,0,%), price (43,8%), brand image (40,1%), promotion (31,6%)

Places to meet the current brand: word-of-mouth (friends advice), free samples, and child-thematic sites

Places to buy diapers: baby shops (Detskiy Mir, Korablik, Dochky&Synochky), hypermarts (Auchan, Perekryostok, Metro Cash&Carry) and on-line stores (Esky,

Akusherstvo, Ozon)

55,0% used GOO.N ever. Most of those, who ever tried GOO.N, use Merries or Moony now

81,1% of respondents will find another place to buy if they don’t find their current brand in their usual store

Most of those, who will buy another brand if they won’t find their current, are current users of Merries and Pampers Premium. More loyal to their brand are

Moony-users and Huggies Elit-users

The most popular alternative brand is GOO.N. Merries-users and Huggies Elit-users will buy GOO.N if they won’t find their brand in stores

45,0% of respondents knew brand GOO.N when their baby was just born

Most of all respondents are sure that GOO.N diapers are very soft for baby skin, they know that it’s a Japanese brand and Japanese mothers choose it

Over 90% of respondents aren’t aware of GOO.N community in VKontakte because they use VK rarely

6,3% take part in other brands communities – Pampers City

29,2% met GOO.N advertisement last year in magazines, child-thematic sites and in retail stores

All respondents mainly sure that GOO.N diapers are qualitative, available in stores and are popular

Those who tried GOO.N rated them higher than current brands in quality and brand image, but lower in price and promotion.

The highest satisfaction rates put Merries-users. The lowest – Pampers Premium and Huggies Elit-users

S O C I A L - D E M O G R A P H I C

C H A R A C T E R I S T I C S A N D Q U O T A S

4Social-demographic characteristics

Mothers’ age and marital status:

Married/ not

official marriageNot married Divorced Total

Less 20 years 0,8% 17,6% 0,0% 1,4%

21-30 years 55,4% 47,1% 100,0% 55,6%

31-40 years 40,2% 29,4% 0,0% 39,5%

41-50 years 3,5% 5,9% 0,0% 3,6%

Total 95,6% 3,4% 1,0%

Monthly family income:

71 001 – 100 000 rub.

> 130 000 rub.

100 001 – 130 000 rub.

< 40 000 rub.

70 001 – 100 000 rub.

40 001 – 70 000 rub.

Quantity of diapers, that are used per day/night:

Per day Per night

0-2 pieces

2-5 pieces

5-10 pieces

Mothers’ age and quantity of children:

1 child 2 children 3 children

Less 20 years 70,1% 46,3% 37,5%

21-30 years 28,9% 50,7% 50,0%

31-40 years 1,0% 3,0% 12,5%

Total 53,9% 37,2% 8,9%

5Social-demographic characteristics

Started using the current size of diapers:

Month agoMore than one

month agoTotal

NB 15,1% 5,6% 9,4%

S 23,3% 7,5% 13,9%

M 35,6% 55,1% 47,2%

L 24,7% 28,0% 26,7%

XL 1,4% 3,7% 2,8%

Total 40,6% 59,4%

Started using the current size of diapers:

Work now Do not work now

Up to 6 months

6-12 months

12-24 months

24-36 months

Work now Do not work now

Babysitter

Grandmother

Kindergarden

With me, I work at

home

Mothers’ employment: Who cares the baby:

B R A N D S O F D I A P E R S A W A R E N E S S A N D

U S A G E

7Brands awareness

Top-of-mind Unaided call Aided call

Merries 34,4% 62 63,3% 114 92,2% 166

Pampers 32,8% 59 75,6% 136 100,0% 180

Huggies 12,8% 23 59,4% 107 97,8% 176

Moony 12,2% 22 33,3% 60 80,6% 145

Pampers

Premium Care3,3% 6 4,4% 8 1,1% -

GOO.N 2,2% 4 28,9% 52 84,4% 152

Huggies Elit 1,7% 3 2,8% 5 0,6% -

Libero 0,6% 1 31,1% 56 93,9% 169

Honey Kids 0,0% 0 0,6% 1 2,2% 4

Huggies Ultra

Comfort0,0% 0 0,6% 1 - -

TOP-brands’ awareness:Other named brands (number of answers):

Aro

Bambino

Bosomi

Every day

Fixies

Greenty

Mamas baby

MamuRoko

Naty

Nepia

Pamperino

Pi-Pi (Ukrainen diapers)

Qutie Guilt

Sealer

Thialand diapers

Unimarka

Moltex

Amma

Didini

Genki

Lovular

Honey Kids

Molfix

Muumi

Mepsi

365 days

Bella Happy

Helen Harper

*TOP-brands’ awareness doesn’t include GOO.N-users to avoid overestimation

8Reasons for current brands choosing

31,6%PROMOTION

40,1% BRAND IMAGE

43,8% PRICE

67,0% QUALITY

*Respondents rated the criteria from 1 to 5, where 1 is the highest rate, the most important

Brand image Quality Promotion Price

Average 40,1% 2,0 67,0% 3,4 31,6% 1,6 43,8% 2,2

1 rate 7,1% 17 73,3% 176 6,7% 16 5,0% 12

2 rate 30,5% 73 11,3% 27 7,9% 19 37,9% 91

3 rate 26,8% 64 2,5% 6 31,4% 75 32,1% 77

4 rate 26,8% 64 2,9% 7 44,8% 107 21,3% 51

5 rate 8,8% 21 10,0% 24 9,2% 22 3,8% 9

Total 100,0% 239 100,0% 240 100,0% 239 100,0% 240

Shares in answers:

Average rates of different brands-users (*the higher the percentage, the higher the rate) :

45% 44%40%

37% 38%

Quality Price Brand image Promotion

9Reasons for current competitive brands choosing

Huggies Elit Merries Moony Pampers Premium GOO.N

Quality

1 rate

2 rate

3 rate

4 rate

5 rate

Price

1 rate

2 rate

3 rate

4 rate

5 rate

Brand image

1 rate

2 rate

3 rate

4 rate

5 rate

Promotion

1 rate

2 rate

3 rate

4 rate

5 rate

*Average rates of different brands-users (the higher the percentage, the higher the rate)

10Reasons for current competitive brands choosing

Huggies Elit Merries Moony Pampers Premium GOO.N

Quality

1 rate

2 rate

3 rate

4 rate

5 rate

Price

1 rate

2 rate

3 rate

4 rate

5 rate

Brand image

1 rate

2 rate

3 rate

4 rate

5 rate

Promotion

1 rate

2 rate

3 rate

4 rate

5 rate

*Average rates of different brands-users (5-points scale)


Quality

Excellent Japanese quality

Japanese quality is always at a high level

Soft, easy-to-use, do not leak, pleasant to the touch, odor,

absorbs, not thick

Soft and do not leak, convenient dimension table

Price

A little expensive compared to other brands, but the quality

justifies the price

Reasonable price, appropriate quality

Slightly above average, but not too expensive

Price must remain accessible

Brand image

Brand is proven himself

Japanese diapers are considered fashion phone, premium

Japanese goods is respected, as Japan - progressive country

Everybody consider that these are good diapers

Japanese diapers for me synonymous with quality

Promotion

I didn't meet any promo

Small enough stock

I would like to buy more items at special price

Rare promos


Quality

Do not leak, do not give a reddening of the skin,

breathing, skin is always dry -all you need

Pleasant to the touch, soft, elastic back, well absorb, do not

leak

Very soft, gentle

Very happy, the baby feels comfortable, it can be seen, is

waterproof, does not leak, it fits well

Price

Compliance with quality

Lower than the same brands

Available price

Cheaper than Pampers

Brand image

Well-known brand, in the market for a long time, inspires confidence

Brand is widely known, so there is confidence in the quality

I know that this is a German brand, and I trust in Germany

The long-standing and proven company

Famous brand you can trust

Promotion

Available on the stocks, are often held

Presented at the hospital

Rare discounts

It would be nice to buy diapers at special price


Quality

Soft, easy to use, do not rub

Good quality, but leak sometimes, non-irritating, have

a nice texture

Excellent quality. they are thin, breathable, does not take place, soft tapes that are not too tight,

very good absorption

Soft, pleasant to the touch, good tapes, is well absorbed

Price

The price stays at a high level, higher than the average, but not

the most expensive

After raising the dollar price has increased significantly, but it

does not affect my choice

The price is high but it is not a decisive factor

Reasonable, quality is more important

Brand image

According to reviews Japanese diapers are very good

Advertising - everything is clear and understandable

Considered the best among mothers

Japanese diapers are much different from other manufacturers

They are Japanese - it means qualitative

Promotion

Discounts on Merries provided rarely

I try to look at the stock diapers as the price has grown

Due to promo I can try another brand, but often I choose a

proven product

If there is a promo, I buy the cheapest between Merries and

Goon


Quality

Very soft diapers, good tapes, is well absorbed, do not leak

Breathable and high quality diapers because the baby is dry, comfortable cutout for navel of

newborn babies

Decent quality, breathable, fit tight, do not leak, good tapes

Price

Compliance with quality

Lower than the same brands

Available price

Cheaper than Pampers

Brand image

Beautiful packaging in blue and pink colors

Japanese production is the best diapers on the market

Once they are spoken, it is interesting to try

Prestigious

Promotion

Sometimes buy diapers with a discount

You can try without buying the whole pack

Always nice to get a good product at a low price

Rare discounts


Quality

Quality is great: soft, pleasant to the touch

Quality is good because there are small flaws (leaked a couple

of times)

I tried once as soon as they appeared, and I can say that from the first pack I realized that the

quality is 'premium'

The most important thing to the child was dry and there was no

chafing

Price

The price is very expensive, even for good pants

Reasonable price for such a quality

Price for excellent quality feel not high, but of course the consumer wants cheaper

There are discounts and promotions, favorable price

Brand image

Good company cares about its reputation

Highly advertised brand of diapers

It has long been on the market, confidence in the brand

Pampers-brand experienced steadily holding the first position in the

market

Promotion

Very few promo: the larger pack for a lower price

I would like more discounts and promotions, more gifts for used

products

As a gift wet wipes, in a gift package of the same diapers

Korablik gives coupons with a discount on this brand

16Places to meet the current brand

TotalHuggies

EliteMerries Moony

Pampers

PremiumGOO.N

Word of mouth

(friends, relatives)

Free samples

Child-thematic sites

Advertisement in

hospitals and clinics

Advertisement, promo

in retail stores

Word of mouth

(hospital neighbors)

TV

Magazines

I didn’t find my usual

brand and had to buy

this

Word of mouth

(hospital personal)

Events, exhibitions

Events, exhibitions

Word of mouth (hospital personal)

I didn’t find my usual brand and had to buy this

Magazines

TV

Word of mouth (hospital neighbors)

Advertisement, promo in retail stores

Advertisement in hospitals and clinics


Free samples

Word of mouth (friends, relatives)

17Places to meet the current brand

Total Huggies Elite Merries MoonyPampers

PremiumGOO.N

Word of mouth (friends,

relatives)

Free samples


Advertisement in

hospitals and clinics

Advertisement, promo in

retail stores

Word of mouth (hospital

neighbors)

TV

Magazines

I didn’t find my usual

brand and had to buy this

Word of mouth (hospital

personal)

Events, exhibitions

18Places to buy diapers

First pack NB-size Nowadays

Baby Shop

Hypermarts

Online

Drugstore

Retail store not far

from home

Free sample in

womens’ clinic

Gift

BABY SHOP HYPERMARTS ONL INE DRUGSTORE RETAI L STORE NOT FAR FROM HOME

FREE SAMPLE IN WOMENS CL INIC

GIFT




Detskiy Mir

Korablik

Deti

Dochki&Synochki

Olant

Academy

Happich

Karapuz

Karusel

Mladenetc

Sovenok

Detskiye Schtuchki

Bright

Baby Shops:

Bright

Detskiye Schtuchki

Karapuz

Karusel

Mladenetc

Sovenok

Academy

Happich

Olant

Deti

Dochki&Synochki

Korablik

Detskiy Mir

Nowadays NB-size First pack


Hypermarts:


Esky

Ozon

Akusherstvo

Olant

Mallstreet

Wikimart

Utkonos

Babadu

Detskiy Mir

Korablik

Mladenetc

Podguznik.ru

Ulmart

Dochki&Sinochki.ru

My toys

Enter

Nanuka.ru

Pampers.ru

Youmai

mamagazine

apteka.ru

merries-moony.ru

Top-topBbay

Online stores:


Auchan

Metro Cash & Carry

Magnit

Okey

Perekryostok

Lenta

7 Continent

Karusel

Real

Selgros

Bystronom


Auchan

Metro Cash & Carry

Magnit

Okey

Perekryostok

Lenta

7 Continent

Karusel

Real

Selgros

Bystronom

21Alternative brands usage

Brands ever boughtMost of those, who ever tried GOO.N, use GOO.N, Merries or Moony now:

Bella Happy

Casped

Lovular

Helen harper

Molfix

Moony

GOO.N

Libero

Merries

Huggies

Pampers

CURRENT BRANDS

Huggies Elit Merries MoonyPampers

PremiumGOO.N

BRANDS

EVER USED

Pampers

Huggies

Libero

Merries

GOO.N

Moony


Brands ever boughtMost of those, who ever tried GOO.N, use GOO.N, Merries or Moony now:

CURRENT BRANDS


PremiumGOO.N

BRANDS

EVER USED

Pampers

Huggies

Libero

Merries

GOO.N

Moony

0 50 100 150 200 250

Bella Happy

Casped

Lovular

Helen harper

Molfix

Moony

GOO.N

Libero

Merries

Huggies

Pampers


of respondents will find

another place to buy if they don’t

find their current brand


PremiumGOO.N

I’ll go to another

store

I’ll buy it online

I’ll buy another

brand

I’ll wait few days


respondents will find another

place to buy if they don’t find

their current brand


PremiumGOO.N

I’ll go to another

store

I’ll buy it online

I’ll buy another

brand

I’ll wait few days


CURRENT BRAND


PremiumGOO.N Total

ALTERNATIVE

BRAND

GOO.N

Merries

Pampers Premium

Pampers Active

Baby

Huggies Ultra

Comfort

Huggies Elit

Moony

Libero Up & Go


CURRENT BRAND


PremiumGOO.N Total

ALTERNATIVE

BRAND

GOO.N

Merries

Pampers Active

Baby

Pampers Premium

Huggies Elit

Huggies Ultra

Comfort

Moony

Libero Up & Go

I M A G E A N D S A T I S F A C T I O N L E V E L

28

awareness and image

Yes I'm not sure No

Yes I'm not sure No

29Associations with diapers brands

Active baby who crawls on the soft

white carpet

Classic children diapers, time-tested

Distributed advertising in prenatal

and maternity

Green pack, has a strong aloe flavor

Lots of advertising

The most popular brand in Russia

The strong smell

Average quality, average price

Qualitative and cheap

Regular diapers

Jeans - pants, diapers series "My first denim" and cartoons of Disney

- a series of diapers with images of

characters from cartoons (Winnie-the-

Pooh)

Cheap, not very high-quality brand

Hare

Cheap, average quality, leak

Good quality, hypoallergenic, suitable for children over a year

Thick, unpleasant to the touch, quickly filled

Diapers for girls. Usually, mothers of

girls are buying them for the reason that

they do not leak

Excellent quality, recently on the

market, good advice

Expensive Japanese diapers

Japanese quality

Quality, cotton, silk, smile

A duck from a wipes-box

Expensive Japanese diapers

Fits more boys, than girls

Replacement to Merries

Hard to find in stores

Expensive without any reason

In the middle between Pampers and Goon. Not bad

Japanese diapers, for girls

Qualitative Japanese diapers

The most profitable from all Japanese diapers

The same as Merries, but worse

quality

Not quite popular

30Interest to social media and internet communities

219

31Satisfaction level of

Quality

Brand image

Availability in stores

Assortment

Price

Promotion


PremiumGOO.N

Brand image

Quality

Availability in

stores

Assortment

Price

Promotion

Promotion

Price

Assortment

Availability in stores

Brand image

Quality

GOO.N Pampers Premium Moony Merries Higgies Elit

32Satisfaction level of

Quality Brand image Availability in stores Price Assortment Promotion

Average

1 point

2 points

3 points

4 points

5 points

6 points

7 points

8 points

9 points

10 points

33Reasons for low satisfaction level of

Quality

Despite the fact that they seems to be qualitative, they leaked a lot when I

used them

I didn't use this brand, but I think the quality is

good enough

I think they leak and are not soft

The baby feels uncomfortable

Too thick and rough in comparison with Merries

Uncomfortable to put on, slip, leak

Price

Became more expensive than Merries

I'd like more promo, ex. A pack of wet wipes as a

gift

Isn't reasonable for mass market

The quality corresponds with the price

Average price for Japanese diapers

Brand image

I didn't use them and didn't pay attention to the

pack design

I hear about GOO.N rarely

It is not designed to the end

Much of Japanese text on the package hurts my

eyes

Little advertising

Not interesting image

Promotion

The sample in magazine

Sample in the exhibition

Promo in child's store

Buy tapes - panties free

Available in stores

There were no needed size or type

It was temporarily absent on the shelves

Very poor assortment in Auchan

Do not exist in stores or they are lying or

imperceptibly

Assortment

A standard set of sizes

All the sizes are not available in stores

Assortment isn't wide

It seems that they are all the same, based on the

appearance of the packaging

Met only tapes

There are no huge economy pack

Marketing

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