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Huggies is an American brand of FMCG category baby care & hygiene that are
marketing by Kimberly-Clark. Most of Huggies’ products are diapers and designed for
boys and girls. Huggies’ popularity in Vietnam market is huge so they have many
sizes for customers to choose. According to YouNet ECI, in March, this category’s
revenue in Shoppe and Lazada is 139,84 billions VND. It is increased 15% more than
February. Especially, Huggies is in TOP3 brands that build the most.1
There are 3 value drivers of Huggies. The first one is hot growth trade: The
increasing demand for shopping and the development of online shopping platforms
such as Shopee, Lazada, and Tiki2. Shopping is becoming more and more convenient
on online shopping platforms to help some categories increase revenue sharply,
including the baby diaper trade. The second one is accommodate consumer needs:
The more life develops, the higher the demand for consumers' lives. Understanding
that and always wanting to bring customers convenience, Huggies always improves
modern products to be more convenient for the needs of diaper mothers in daily life.
The final value is focusing on providing high-quality baby care products such as a
wide range of products to suit both sensitive and normal skin. In addition, Huggies
diapers also have a variety of product lines such as Huggies Dry, Huggies Platinum,
Huggies Nature made to help mothers have more choices suitable for their baby's skin.
In addition, it helps protect and nurture children's health, and supports parents in
caring for their children effectively and safely. Compared to other guest brands in the
same industry, Huggies has a high price compared to other brands. This is a source of
motivation for Huggies to improve its products more and more and create a greater
reputation in the hearts of customers.
Huggies has 5 points of customer insight3. The first thing is psychology of
parents: parents always want to buy the best thing for their children. So the most
essential thing they need is quality. As its reputation, parents can assure when their
babies use it. Nursing mothers often tend to like to use the items and ways of taking
care of their children from influential people on social networks through the way
Influencers share tips and daily life. between them and their children. The second
thing is price: Price is clearly a significant factor that effect to customer’s choice. As
diaper is become more modern today, it is used a lot by babies day by day. So parents
is very sensitive to the price of the product. Huggies has medium price compare to its
reputation. The third thing is convenience: it is the added value of Huggies. What
parents have to do with the diapers can be seen as an easy process, but it is a cosy one.
For example, with Huggies Tea Tree Diapers Pants, parents can easily put it on

1 https://www.brandsvietnam.com/congdong/topic/331681-Thi-truong-ta-bim-thang-3-2023-
HUGGIES-Bobby-Merries-tang-doanh-thu-hai-chu-so-tren-san-TMDT
2 https://youneteci.com/nganh-ta-bim-thang-3-huggies-bobby-merries-tang-doanh-thu-hai-chu-so-
tren-san-tmdt/
3 http://diaperwar.weebly.com/customer-insights
babies, check and tear it apart to throw. This products are spent much sympathy by
people in Vietnam. Moreover, customers can buy products online at any time they
want. The forth thing is brand’s reputation build customer’s trust: Parents always
want their children have the best experience in a safe zone, either new or experienced
ones. New product is hardly used for the child. Therefore, the higher brand’s
reputation is, the more customer buy it. When brand gain the customer’s trust, they
can be quite sure for the customer’s loyalty. The final thing is expanding the
demands: Choosing products not only because of their reputation, it also depends on
their diversity. Parents can choose to use many kinds of diapers simultaneously for
fitting to their child’s skin or daily diapers need. Certainly, Huggies also has many
kinds of products: Huggies Dry, Huggies Pants, and so on.
The final part is Jobs-to-be-done. There are some Jobs-to-be-done we have
found. Firstly, Huggies create trust and confidence in customers when combining
media and the influence of Hot Moms on social networks4: Huggies combines
with Influencers to promote brand awareness and increase product sales, influencing
mothers' purchasing decisions. Secondly, for having children, parents care about price
very much because diapers cost a lot. Huggies categorized diapers by type such as
sizes S, M, L, or diapers pasted with pants and padding. It adjusts the price of diapers
accordingly so that customers have more options in choosing products for their
children. Huggies increased revenue as its customer segment expanded. Besides, they
care about safety when using the product: Many parents worry that their children
wearing diapers a lot will suffer from skinx-related problems. Huggies is constantly
improving different versions of diapers, such as “Huggies skin care tràm tự nhiên”,
“Huggies Platinium Nature Made” to minimize diaper rash. Therefore, parents can
rest assured of buying diapers for children without having to worry about the above
problems. Finally, customer can save time when shopping: Online shopping is
becoming more and more popular, today's diaper mothers also like to shop online
because of their convenience and preferential prices. Huggies expands product
distribution through channels such as Shopee, Lazada, Tiki,... to expand the market
and increase sales through e-commerce shopping channels.

4 https://advertisingvietnam.com/case-study-14-huggies-va-cu-bigboom-truyen-thong-cung-hot-mom-
p18049
(*)Shopee chiếm 86.4% tổng doanh số và 90.9% về sản lượng
Lazada chiếm 9.9% tổng doanh số và 7.1% về sản lượng
Tiki chiếm 3.7% tổng doanh số và 2.0% về sản lượng