Friday, December 18, 2009

MamyPoko Pants : Pant Style Diapers

Brand : MamyPoko
Company : Unicharm


Brand Analysis Count : 434

Mamypoko is another global brand to hit Indian market. Mamypoko is a Japanese brand of baby diapers. The brand belongs to Unicharm which has its interests in Baby care products, Health Care and Female hygiene categories. The company has launched its premium brand of baby diapers into the Indian market.

Indian diaper market is small with a rough market size of Rs 110 crore but growing very fast due to the economic growth and rapid urbanization. The market still faces the issue of 'penetration ' and the tough task of changing consumer behavior. The market is dominated by brands like Pampers, Snuggy and Huggies.

Baby diapers are still not heavily used in Indian households. Diapers are used only on occasions and is considered not good for regular daily use since it causes skin rashes. The price of this product also acts as a deterrent for regular daily use and a Rs 1 difference on a pack can make consumers shift to another brand.


Mamypoko, as a new brand, faces the task of differentiating itself from the established players. Brands like Huggies and Pampers are already established and has tried every feature/benefits like softness , comfort, dry, light etc as their USPs.

Mamypoko but entered the market with a powerful differentiator. It launched Mamypoko Pant diapers as the brand builder. Mamypoko pants is a pant-type baby diaper - in the sense that instead of the stickers(tape- style) that conventional diapers have, Mamypoko Pants is a " pull up" type of diapers. There is no need to stick the two ends of the diapers together.

Actually Mamypoko is not the brand which has innovated pant-style diapers. Another brand from Unicharm - Moonyman was world's first brand to launch such a innovative product.

Pant-type diapers is indeed a powerful differentiator because it offers a convenient solution to the consumers. Parents especially fathers often find the task of putting diapers to their child a difficult task . If the child is very active, the task becomes even more difficult. Having a pant-style diaper is something that makes parent's life a little more easier.

The brand is currently running a campaign highlighting its main USP.

Watch the ad here : Mamypoko

The brand is also making use of its brand mascot/ character which is named Pokochan.

Mamypoko has done the right thing by launching itself with a powerful message. There is a greater chance that consumers will remember this brand for its USP. But the vital question is whether Mamypoko can sustain its differentiation . It will not be difficult for other brands to launch similar products. Mamypoko can breath easy because it has a pipeline of such innovative features within their global portfolio.

The launch of Mamypoko will open up another set of marketing war in the Indian diaper market.The Indian market is highly price conscious and it has to be seen whether consumers will be willing to pay more for Mamypoko.