Campanie
General Information:
Strategic approach:
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With fertility rates declining in Romania, diapers category increased mostly in value in 2022 (source: Euromonitor), and less in volume terms. Unit prices increased across the entire category, mostly due to rising energy prices and the costs of raw materials. ONLINE RETAILING BECOMES MORE RELEVANT, BUT SHOWING SLOWER GROWTH After the boom in e-commerce due to pandemic, in 2022 online retailing continued to grow, but on smaller increments. Romanian consumers have developed a habit of e-commerce shopping and have become more likely to purchase a wider array of products, including diapers online. However, the boom was reached during the pandemic, setting benchmarks of growth that can no longer be reached. Black Friday is a relevant event, adopted by 25% of Romanian population (who express their intention to make online purchases during this event), however there is still lack of trust from Romanian consumers as retailers are accused of not always being honest in displaying discounts. A new legislation was enacted in 2022, that requires discounts to be applied by retailers to the last 30 days pricing. E-COM MORE AND MORE FRAGMENTED AND BLACK FRIDAY LOSING ITS APPEAL The e-commerce landscape became increasingly fragmented, with increasing number of online shops being launched. Furthermore, the constant offensive of discounts in e-retail throughout the year is eroding Black Friday's allure (Black Friday losing interest in Google Search each year, since 2019 peak ). To counteract the escalating saturation in the e-commerce landscape, with the goal of preserving relevance and amplifying visibility, Pampers has a stable partnership with Romania's foremost online retailer, eMag.ro. Our mission was evident: to thrive throughout this crucial event, ensure visibility to pertinent audiences, and meet our sales objectives. Our objectives are in terms of business growth, value share growth in eMag and category growth. We are also looking at consideration for purchase and reach, traffic and conversions – with an objective to over-index KPIs vs. previous years’ Black Friday |
Execution:
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