Procter & Gamble has operated nearly 300 branded products and outsold in more than 140 nations worldwide these days. Among these products, P&G has its innovative research and developes abilities to introduce the brand new infant merchandise ¡V Pampers diapers. P&G is usually not a first mover but Pampers is the state of art product for little infants in the globe. Soon after Pampers¡¦ existence, this unique product has benefited countless mothers to nourish their little ones. In many years, Pampers has played the pioneer character and its leadership in the baby diapers market. Thus, this research study will be focused on P&G¡¦s product, Pampers, to discover P&G¡¦s first mover advantages. In the meantime, this paper will also study how much advantage first mover has in the consumer products industry, where these advantages come from, and how to maintain them. In addition, this research study will examine other unique competitiveness in Taiwan¡¦s diapers¡¦ market for infants.
This research study has discovered that Pampers has several first mover advantages and they are as follows:
1. The sequence of entering a market is not necessary related to the market shares but a brand has the most effectiveness when it first enters the market
2. When this particular industry has low competiveness but high entering barriers, or when a specific product lifecycle is in the introduction stage or growing stage, the first mover has more advantages when entering this market
3. The entering sequence has effectiveness to the price elasticity, production cost, and advertisement cost. The marketing combination has higher effectiveness in the long turn market
4. In the high penetration market, the first mover has more powerful competitive advantages
5. The marketing abilities will enhance first mover¡¦s brand equity
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0701109-133358 |
| Date | 01 July 2009 |
| Creators | Tsai, Cheng-ying |
| Contributors | Cher-Hung, Tseng, Hsien-tang Tsai, Huang,Jen-Jsung, Cher-Min Fong |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0701109-133358 |
| Rights | not_available, Copyright information available at source archive |
Page generated in 0.0023 seconds