THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT IN VIETNAM

One critical fact is that Bobby has been led the market dominantly for years in the newborn segment with 87% volume share ACN Retail Audit MAT Sep 2012 and its success in this entry seg

TR NG I H C M TP HCM

HO CHI MINH CITY OPEN UNIVERSITY

UNIVERSITE LIBRE DE BRUXELLES SOLVAYS BRUSSELS SCHOOL ECONOMIC & MANAGEMENT

MMA6

PHAM THI THUY HANG LUU THI HANH

Tutor’s Name: SERGE BYWALSKI

THE STRATEGY TO WIN THE STRATEGIC NEWBORN SEGMENT

IN VIETNAM

[2013]

We - the authors Pham Thi Thuy Hang and Luu Thi Hanh – confirm that we worked on this master thesis by ourselves with materials retrieved from either public sources or Huggies’ This paper was exclusively made for the completion of Master of Marketing and Advertising of Solvays Brussels School No substance was used or would be for any other purpose

We would like to express our appreciation to the tutor Serge Bywalski for his guidance on this master final project as well as to all the professors who have taught us in MMA6

[Pham Thi Thuy Hang]: A deep thanks to my parent for their simply unconditional love and supports

[Luu Thi Hanh]: Great thanks to Mom & Dad for their encouragement along the way!

volume share in total baby diapers category (TNS Baby Panel Q3 2009) Yet, the

situation has changed In two recent years with the very fierce competition from both international and local competitors such as Bobby (DianaUnicharm) and Pampers (P&G), Huggies has been loosing its leadership to Bobby, 32.4% vs

44.2% volume share respectively (ACN Retail Audit MAT Sep 2012)

One critical fact is that Bobby has been led the market dominantly for years in the

newborn segment with 87% volume share (ACN Retail Audit MAT Sep 2012) and

its success in this entry segment actually has played a very strategic role in recruiting new users as well as to its current leadership in total diapers category Huggies also joined the newborn playground after Bobby but after 5 years launching the product, Huggies Nappy actually doesn’t have any big improvement

On the contrary, Bobby Insert, which already has a dominant volume contribution, keeps growing with a very good trend

The purpose of this thesis is to formulate a right strategy for Huggies brand in the newborn segment – the strategic point-of-entry segment of baby diapers category

In order to achieve this, a deep analysis has been invested with the data supports from desk, primary and secondary researches to really understand the internal situation as well as the external (the market, the category, the segment and the target consumer and the competitive scene) before coming to the full situation analysis (SWOT and 6C) Finally a long-term marketing strategy is recommended with the treatments for the basic 4Ps and a detailed actionable plan for the year

2013

TABLE OF CONTENT

Page

3 Marketing Strategy (Strategy Axes & 4P Strategy) 50

LIST OF SYMBOLS & ABBREVIATIONS

 DD = Disposable Diaper

 NP = Nappy Pad (Insert)

 DP = Diaper Pants

 MAT = Moving Annual Total

 YTD = Year To Date

 4 Key Cities = Cantho, Danang, Nha Trang, Hai Phong

 GT = General Trade channel

 MT = Modern Trade Channel

LIST OF CHARTS & PICTURES

CHART LIST

Chart 1 Baby Diaper Volume/Value Contribution By Type Chart 2 Baby Diaper Volume/Value Share By Manufacturer Chart 3 Volume Share By Type By Brand

Chart 4 Switching 1st Brand Rate

Chart 5 Huggies Nappy Product Portfolio

Chart 6 Nappy Pad/Insert Volume Share 2011

Chart 7 Nappy Pad Volume Trend By Brand

Chart 8 Nappy Pad Value Share Trend 2011

Chart 9 Huggies & Bobby Insert Performance HCMC 2011 Chart 10 Huggies & Bobby Insert Performance HANOI 2011 Chart 11 Huggies & Bobby Insert Performance 4 CITIES 2011 Chart 12 Insert Product Packcount Performance

Chart 13 Insert Volume Share By Channel June 2012

Chart 14 Insert Numeric Distribution By Brand

Chart 15 Hospital Presence

Chart 16 Brand Differentiation Profile 2011

Chart 17 FMCG Market Dynamics Q2 2012

Chart 18 FMCG Volume & Value Growth Q2 2012

Chart 19 Baby Categories Growth Q2 2012

Chart 20 Advertising Spending % Change

Chart 21 Asia Top Internet Countries

Chart 22 Devices Used For Connecting

Chart 23 Baby Diaper Purchase Channel

Chart 24 Huggies Nappy 2013 Investment Recommendation

TABLE LIST

Table 1 Baby Insert 2011 Price Index

PICTURE LIST

Picture 1 Huggies Nappy PrintAd 2008

Picture 2 Huggies Nappy Product Transforming

Picture 3 Bobby PrintAd 2010

Picture 4 Bobby Loyalty Consumer Promotion Announcement

PART I:

DESCRIPTION

1 THE LANDSCAPE

With the population of nearly 88 million people and the average annual birth rate at

1.7% - meaning around 1.5 million new babies are born every year - (Source: Vietnam General Statistics 2011), Vietnam is a really big market for any baby care

product Among baby-care categories, Baby Diaper is the star that has enjoyed the fastest volume and value growth rate in Vietnam in the last 3 years at 28% and 14% respectively The category now accounts for nearly 20% of moms’ total spending for their babies (Kantar World Panel MAT Q2’12) It also has a very high

penetration nearly 90% and greater of usage over the years from 1.8 to 2.2 pieces/day in the period 2007-2012 (Kantar World Panel MAT Q2’12)

The Diaper Category in Vietnam currently has 2 segments with 3 types of diaper products for baby as below

 Newborn Segment: the segment of babies from 0 to 3 months old Due to

some skin-health perceptions about newborn babies’ sensitive skin and the hot weather in Vietnam, majority of 65% Vietnamese moms use Nappy Pad (NP) for their 0-6 months babies Some moms use Disposable Diaper (DD) size NB

or S for their newborn babies

 Older Segment: the segment of babies from 4 months and upwards 2 types

of diaper product being used are Disposable Diaper (DD) and Diaper Pants (DP) There are various sizes to choose from M to XXL depending on weight of baby

NEWBORN SEGMENT (0-3 months)

OLDER SEGMENT (4 months upward)

DD is still contributing the most in both volume and value share of the total category while NP and DP have exchanged the 2nd and 3rd ranking when moving from volume to value share (Please refer to Chart 1)

(Source: AC Nielsen Baby Diaper Retail Audit YTD Sep’12)

Baby Diaper category in Vietnam is still very concentrated among the 3 big players which are contributing 95% total volume share of the market: Huggies (Kimberly-Clark), Bobby (DianaUnicharm) and Pampers (Procter & Gamble) (Please refer to Chart 2) Diana with Bobby brand used to be a local company but in November

2011 this company was acquired 95% stakes by Unicharm – the leading company

in Japan in Baby & Child Care and Feminine Care categories with the famous brands Sofy and MamyPoko

(Source: AC Nielsen Baby Diapers Retail Audit MAT Sep’12)

UNICHARM KIMBERLY- CLARK P&G

DIANA-OTHERS

Present from 2000 in Vietnam, Huggies has been very successful as a market leader in baby diapers category with a strong growth every year In 2008 while most of the businesses suffered from the global economic crisis, Huggies made an impressive record that grew 100% sales volume and value versus 2007 In 2009, with the launch of Huggies® Dry Pants – convenient and affordable diapers pants – Huggies became the first baby diapers brand which had the biggest portfolio offering full of choices for Vietnamese consumers, leaving its competitors behind with a dominating leadership at more than 40% market volume share in total baby

diapers category (Source: TNS Baby Panel Q3 2009)

Yet, the situation has changed In two recent years with the very fierce competition from Bobby (DianaUnicharm) and Pampers (P&G), Huggies has been loosing its

leadership to Bobby, 32.4% vs 44.2% volume share respectively (Source: ACN Retail Audit MAT Sep 2012)

Among the BIG 3, Bobby and Huggies have the fullest product offerings all 3 types

of diaper in 2 segments mentioned above while Pampers is only offering DD Bobby has been the extremely dominant leader in newborn segment with nearly 90% volume share of NP product and is threatening Huggies’ leader position in the older segment (Please refer to Chart 3) Bobby is becoming a tougher and tougher competitor having local flexibility, market insights and now better investment resources after the acquisition

(Source: AC Nielsen Baby Diapers Retail Audit MAT Sep’12)

The media investment of diaper category has increased continuously and significantly every year since 2008 and it was already over 5 million dollars in

2011 YTD Sep 2012 media investment increased +49% vs last year’s same period Television has been the key medium with 97% budget contibution and

Huggies dominated the media spending in the category with 44% share of spending, followed by Pampers

( Source: TNS Inforsys YTD Sep’12)

2 HUGGIES NEWBORN CASE DESCRIPTION

Different from other countries, Vietnamese moms have been using nappy pad (insert) – like a feminine pad in bigger size – for their newborn babies due to the following insights:

 Skin-health Perception: Moms’

primary concern about newborn

babies’ sensitive skin – they believe

that DD is too stuffy for a newborn

 “Value-for-Money”: an infant has

pee-pee very often (every 3 hours)

so it’s not practical to use DD

Newborn babies also do not move

much in the first 3 months so NP is

“good enough” to use

This product prototype actually was the combination of traditional cloth diaper and disposable diaper to anwser to Vietnamese consumers’ insights Although having less value per piece than DD (a piece of DD is 2-2.5 times more expensive than a piece of NP in average) and contributing only 11% in total baby diaper value share, nappy pad has been playing a more and more strategic role towards the whole baby diapers category in Vietnam because:

HUGGIES, 44%

BOBBY, 26%

PAMPERS, 29%

2012

RADIO PRESS

 NP is the first diaper product used by majority of 65% Vietnamese moms for their newborn babies

 And 61% of them are still using their 1st brand used most often since newborn (Please refer to Chart 4)

[Chart 4 – Switching 1 st Brand Rate]

(Source: Baby Diaper Usage & Attitude Study 2012)

In Vietnam, Bobby is the player who first launched nappy pad ten years ago and

has been the dominant leader in this segment with 87% volume share (Source: ACN Retail Audit MAT Sep 2012) Its success in this entry segment actually has

played a very strategic role in recruiting and retaining users for the brand in the older segment

Entering Vietnam as an international leader in baby diaper category from 2000, Huggies did not really care about this “local” product prototype at first All the marketing efforts were put on disposable diaper segment That was totally understandable because the value gained from selling 1 piece of disposable diaper is 2.5 higher than 1 piece of nappy pad However, with the continuous volume growth at 30% every year and the proven strategic role of recruiting “new users” to the category, the importance of nappy pad was regconized and Huggies could not stay out of this “local game” any more

The first Huggies Nappy Pad was launched in 2008 with almost the same product prototype and equal product performance with Bobby Insert at that time The key difference was the communication approach Huggies first used emotional message for this very functional and basic segment – “With Huggies Nappy, enjoy the very first precious moments with your newborn baby” This actually came from the target moms’ insight that without using nappy/insert for their newborn babies they will be busy all the time with baby’s pee-pee, cleaning-up and washing jobs and they don’t have time for the most important thing that is playing with their babies in the very first precious months

The first launch comprised various supporting activities to promote the very first nappy product of Huggies to Vietnamese consumers such as print ad, digital marketing, hospital mass sampling and consumer promotions It gained for Huggies Nappy nearly 20% volume share in the nappy segment after one year but its volume share was on a downtrend after that due to Huggies’ lacking focus on this segment: no any “new news” to the market and little marketing investment in

1 to 3 months There are two packcounts for each size in the product portfolio (Please refer to Chart 5)

[Picture 2 – Huggies Nappy Product Transforming]

(Source: Huggies)

(Source: Huggies)

 OBJECTIVES: to differentiate the product offering from competition and revitalize Huggies nappy pad business, drive brand share in the newborn segment by recruiting new users and then to solidify the base for Huggies

as a whole by retaining users for older segments

 COMMUNICATION STRATEGY: shift from emotional to functional approach to strongly communicate about the new product revolution of Huggies Nappy “V-shape giving better fit and leakage protection”

 ACTIVITY: This relaunch involved various activities divided into three phases that were turning around the product revolution of Huggies Nappy –

“V” shape giving better fit and better leakage protection The integrated campaign happened from September to December 2011 with the module

as below This was actually the biggest campaign ever supporting to Huggies Nappy involving both above-the-line and below-the-line activities

PrintAd/ POSM/

PR

Hospital Prenatal Clinic Tour

MOTIVATE moms to share the news to their friends

Further details of this campaign can be found below:

PRINTAD

Message:

This is the nappy baby would

design for himself if he could

Sub Head:

New Huggies Nappy - Better

fit, better leakage protection

Airing Timing:

Sep-Nov 2011

Magazine/Newspapers Titles:

The Gioi Phu Nu, Tiep Thi Gia

Scope:

4 key cities focus: HCMC,

Hanoi, Danang, Cantho

POSM

PUBLIC RELATION

An integrated PR campaign involved traditional media and online media, both celebrity and expert endorsement in each phase with details as below

Phase 1

 Trigger interest around the new

product innovation and attract

attention from first moms and

moms-to-be

 Deeply educate consumers about

the contour design and its

relevance to newborns (product

features)

 Position the new Huggies Nappy

as a revolutionary product for

newborn  Build authority for

Huggies as a brand that

understands the needs of first-time

moms

 Call to action about online contest

and free sampling for trial

Phase 2

 Increase awareness of the

“Huggies Nappy Challenges”

contest as well as the brand

 Call for participation to the nappy

challenge

Phase 3

 Amplify the result of the campaign

and reinforce product benefits

 Motivate women to share the news

about new Huggies Nappy

innovation

* Publications: Both online and off-line

publications such as Hanh Phuc Gia

Dinh, The Gioi Phu Nu, Tiep Thi Gia

Dinh, Me Yeu Be, Phu Nu Thanh pho,

Phu Nu Thu Do, Phu Nu Ap Bac, Gia

Dinh Tre (Print) & Dantri, eva,

ngoisao.net, 24h (online)

DIGITAL

Phase 1

Huggies set up a YouTube page (http://www.youtube.com/user/MiengLotHuggies)

& a brand microsite (http://newborn.huggies.com.vn/) and produce the first video -

a branded video which will provide general knowledge about changing nappy and teaching mom how to select the best one for their baby, ie best fit between legs, length and softness

 Involve influencers to provoke online conversations towards Huggies video

• Raise awareness for new Huggies Nappy

• Provide useful content for moms to understand nappy clearly and do better jobs for their babies

• Stimulate online conversations towards new video and new products

Phase 2

Huggies challenge moms to try new Huggies Nappy to experience the “Better fit for better leakage protection”

Phase 3

• Amplify the challenges towards mums to raise interests

• Stimulate online forums to spread out the campaign and results

I want to try it out to see this gives my

Better-fit-with-no-drip

1-week nappy supply for free

I want to share my experience with

others after using Huggies Nappy for 1

week to give feedback to first-time

moms

gift for her baby

I want to share my experience about

taking care of my angel in video

format for others to see and learn

Also, I want to show off my cute baby!

3

If her video is one of the top 3 views in Youtube, she will win her baby another bigger prize!

ACTIVATION

The activation was run in 4 key cities and key channels such as Maternity Hospital

(12 hospitals), Clinic (52 clinics), Supermarket (10 supermarkets) & GT Retailers

(52 shops) with details as follows:

After 3 months of the relaunching campaign, all the activities were smoothly

executed and got a quite good response from target audiences with some specific

measurable figures below

 DIGITAL: the digital campaign involved online activities such as online

sampling, product trial and review and the contest “Taking Care Of Your

Angel With Huggies Nappy” and got following results:

• Leaflet

• Gift Redem ption

o Brand Microsite (http://newborn.huggies.com.vn/): got nearly 3,000 successful product request via email registration and 395 product reviews

o YouTube Page (http://www.youtube.com/user/MiengLotHuggies):

209 videos submitted and 79 ones qualified to be published There were 36,000 video views & 24 subscribers in total after 2 months of the campaign

(Source: AC Nielsen Baby Diapers Retail Audit Dec’11)

However, when looking at the long-term volume trend, Huggies Nappy actually doesn’t have any big improvement since 2010 On the contrary, Bobby Insert, which already has a dominant volume contribution, keeps growing with a very good trend (Please refer to Chart 6)

It’s obviously now that newborn segment is very strategic and owning this segment

is a “must-do” action for Huggies in both recruiting new users to the brand and retaining those users in later stages/segments, which after all can help Huggies

protects the leading position in older product segments of disposable diaper and diaper pants

Further review and deeper assessment as well as analysis will be brought up in the next parts of this project step by step to investigate where the issues stay and

to finally recommend how Huggies can really redefine and win this newborn segment in Vietnam

(Source: Kantar Worldpanel –Baby panel (Urban HCM+HN) – Total Insert – Rolling

Semesters – Volume sales ‘000 pcs)

The next chapter will be dedicated to a full situation review and analysis from target consumers’ insights, brand Huggies’ current issues, competitor’s strengths

& weaknesses to the environment & babycare industry situation Finally, a summary 6C situation analysis can help to understand more Huggies Nappy’s strengths and weaknesses and be a very critical “foods for thoughts” for the following strategy and action recommendations in the last chapter

PART II:

REVIEW & ANALYSIS

1 TARGET AUDIENCE ANALYSIS

Before taking any further steps, it is really important to first understand who the targets are and their insights - lifestyle, behaviour, usage & attitudes and brand perceptions – to “touch” them at the right place and in the right time Target consumers of nappy pads are babies from 0 to 6 months but obviously they are

“passive” consumers and the “active” targets are actually their moms The following findings collected from the relevant researches will help to draw up the full portrait of these targets and explore their insights about baby diapering, especially in the newborn segment

1.1.1 Research Design

 To define who are the core target audiences

 To explore their lifestyle and understand their media touch-points

 To clarify the category drivers and their purchase triggers as well as to understand motivations, unmet needs and barriers towards newborn diapering

 6 respondents/group x 8 groups (4 in HCMC and 4 in Hanoi)

1.1.2 Key Findings

 The young target mothers show a tendency towards becoming more progressive in parenting style They want the baby to grow naturally through touching, exploring, experiencing They express more openness to new things and desire to make different choices from the mothers before them This may be driven by high exposure to online sources (i.e online parenting forums, video clips) As their knowledge builds, younger mothers

recognize gaps between their baby-care needs and the previous generations’ understanding and methods This pushes them to seek information on their own

 First baby marks a big change to them and the transition to motherhood has mix of positive and negative experiences:

Happiness during the child’s progress Isolation, lack of supports

Appreciation of the learnings from

motherhood

Repression from less/no me-time

Enjoyment in the new experience Stressed and worried of a busier/more

demanding life ahead Distress at not knowing what to do Disorientation, lack of mental focus

 They have a clear need for support on guidance, advice and reassurance, especially the first-time moms/moms-to-be

 Sources of information and influencers: health experts, experienced mother/relative/friends, TV programs, press, advertisements, online parenting forums They mostly rely on advices from experienced mothers and healthcare professionals but the acess to professional is still very limited

 The most critical period of in their baby care journey is between the last months of pregnancy and the very first months after birth delivery This is also the period they purchase personal care products for their coming babies

2yo

The last 2-3 months of pregnancy has more significance as this is the time when they start making a choice

of the products

Even more criticality falls into this period when they transition from just ‘knowing’

about baby care to actually ‘doing’ the job

From month 3 onwards, mothers start getting used

to the job and settle down

 Facing increasingly aggressive environment and emerging scandals related

to health/hygiene/safety, mothers become even more insecure, especially for their babies

 Motivations: clear motivations for mother and baby supported by clear benefits both functional and emotional of nappy pad (insert) as follows:

o For Mom:

 Functional: save time and effort; economical => efficient mom

 Emotional: can take better care of themselves (mothers look and feel better; keep up with social interaction) and their baby/family (care; closer relationships) > modern, aspirational mom

o For Baby:

 Functional: clean, free to move, comfortable

 Emotional: happier and healthier (physically and mentally)

 Unmet Needs: no major unmet needs, however there are some opportunities to leverage:

o Better adhesive can meet the need of keeping the insert in place for leakage prevention and facilitating absorption

o Absorption/side leakage issues

o Nappy pad not lasting long enough (when compared with disposable diaper)

 Barriers: the biggest barrier now for non-users or lap-users is the concern of newborn babies’ sensitive skin and nappy pad will cause rashes due to stufiness

 Worries & Fears: Newly-born baby is sensitive and their skin is most exposed areas, it might get easily affected, allergic if she can not keep clean and healthy or the time … And because baby is delicate, making choices for baby products (foods, shampoos, baby care, etc.) must be really careful

 Usage Triggers: Claimed reasons for first using nappy pad over disposable diaper for newborn babies are ease of changing and ‘good enough’ absorbency

 Influenced by celebrity endorsements; expert recommendation helps build trust

 Well known brands signify quality to them

 Supermarket products seen as better quality and more reliable

 Look out for promotional offers and use them

 It’s critical to become the first-time usage brand since they’re likely to stick with it

 Gifting has an impact on their choice of brand Two key occasions/celebrations: 1 month old and 1 year old

We can see clearly that TV, internet and WOM are three key channels to “touch” her Among the three, WOM and internet are important due to their credibility and convenience while TV is still the most common medium for gaining awareness

 TV is the most important medium – the main source of entertainment and awareness

 Internet usage to stay updated and connected – it is the primary information source

 WOM from experienced people, friends and experts are somehow the most influencial channel to this babycare category

 Newspapers and magazines perceived as informative; Beauty, health, family, fashion and children related topics are of interest

has been increasing its popularity and plays an important role in communication and searching information: baby common sickness and nutrition

v Webtretho, lamchame, yeutretho: a online type of WOM

v Google

ØWomen-related Newspaper/Magazines/Books:

v The Gioi Phu nu, Me va Be, Hanh phuc Gia Dinh

v Experienced people ( friends, sisters, elders )

v Professional advisors : Doctors, nurse, nutritionist, especially when babies have sickness

v Telephone information channel 1088

v Advertising (milk, diapers, etc)

v Taking care baby programs: HTV7- Bac si gia dinh,etc

1.2 SECTION HIGHLIGHTS

Who is she?

 First-time new moms with babies 0-3 months old/moms-to-be are should be the core targets due to the life-length of this nappy pad product is only 6 months

 ABC class, nationwide

 Main decision-makers & purchasers of personal care products for herself, her family and her baby

 Well educated and employed

 Family is the most important source of happiness

Key insights?

• Having a baby is a very emotional experience yet mothers also suffer from stress They look for solutions/guidance/advice to deal with the stress of motherhood That means there is a good oppportunity to establish a brand role here: accompanying her first-time motherhood experience: not knowing how to take care of the baby, depending on midwives’ recommendation, etc

• They look for reassurance of safety, of naturalness for herself and her beloved, especially her newborn baby

 TV, Internet and WOM are three key channels to “touch” her

2 HUGGIES NAPPY PERFORMANCE REVIEW

Huggies Nappy got a good volume growth by end of 2011 after the relaunch In terms of value share Huggies’ lifted up stronger in HoChiMinh city while seeing slow movement in Hanoi and GT4 Yet Diana had a nonstop growing since Q2’11 leading to Huggies’ decline continuously in Hanoi and GT4 (Please refer to Chart 8) The key reason of the weak performance in Hanoi & GT4 mostly came from the low distribution level (Number Total Stock Dist) versus Bobby especially in Hanoi

& GT4 (Please refer to Chart 9, 10 & 11)

[Chart 8 – Nappy Pad Value Share Trend 2011]

(Source: Neilsen Retail Audit 2011)

(Source: Neilsen Retail Audit 2011)

TOTAL HCMC (46%) TOTAL HANOI (37%) TOTAL 4 CITIES (17%)

HCM

[Chart 10 – Huggies & Bobby Insert Performance HANOI 2011]

(Source: Neilsen Retail Audit 2011)

[Chart 11 – Huggies & Bobby Insert Performance 4 CITIES 2011]

(Source: Neilsen Retail Audit 2011)

HANOI

4 CITIES

2.2 How the brand is doing at consumer (household purchase) level?

Huggies pack 46pcs can attract more buyers but they are decreasing their purchase per occasion Meanwhile the number of pcs for Bobby pack 56pcs keeps going up Also, according to Kantar World Panel there is 76% occasions that buyers bought over 46 pcs on their first insert purachse However Huggies Nappy now does not have the packcount bigger than 46pcs Should Huggies consider launch a bigger pack?

(Source: Kantar World Panel June 2012)

In terms of volume growth by distribution channel, while Bobby Insert growth is shown across the channels, esp in MT – the fastest grow channel, Huggies Nappy lost share across channels (Please refer to Chart 13) In addition, while 1 out of 4 newborn babies tried Huggies Nappy in the past 6 months and over half of them bought the second time, all newborn babies tried Bobby Insert in the past 6 months and 90% of them bought the second time This also shows that Huggies Nappy having problem at repurchase level which can come from product availability (distribution level) or product satisfaction