This document summarizes survey results about diaper brand satisfaction and usage among Russian customers. Some key findings include: - GOO.N has the highest top-of-mind awareness at 2.2%, while Merries and Pampers have the highest aided awareness at 63.3% and 75.6% respectively. - The most important reasons for choosing current brands are quality (67.0%), price (43.8%), brand image (40.1%) and promotion (31.6%). - Common places customers meet their current brands are word-of-mouth (friends/relatives), free samples, and child-thematic websites. - Popular places to buy diapers

1. Satisfaction level of diapers brands
among Russian customers
Russia, May 2015

2. 2
Summary
 GOO.N Top-of-Mind is 2,2%, unaided call– 28,9%, aided call – 84,4%
 Reasons for current brands choosing: quality (67,0,%), price (43,8%), brand image (40,1%), promotion (31,6%)
 Places to meet the current brand: word-of-mouth (friends advice), free samples, and child-thematic sites
 Places to buy diapers: baby shops (Detskiy Mir, Korablik, Dochky&Synochky), hypermarts (Auchan, Perekryostok, Metro Cash&Carry) and on-line stores (Esky,
Akusherstvo, Ozon)
 55,0% used GOO.N ever. Most of those, who ever tried GOO.N, use Merries or Moony now
 81,1% of respondents will find another place to buy if they don’t find their current brand in their usual store
 Most of those, who will buy another brand if they won’t find their current, are current users of Merries and Pampers Premium. More loyal to their brand are
Moony-users and Huggies Elit-users
 The most popular alternative brand is GOO.N. Merries-users and Huggies Elit-users will buy GOO.N if they won’t find their brand in stores
 45,0% of respondents knew brand GOO.N when their baby was just born
 Most of all respondents are sure that GOO.N diapers are very soft for baby skin, they know that it’s a Japanese brand and Japanese mothers choose it
 Over 90% of respondents aren’t aware of GOO.N community in VKontakte because they use VK rarely
 6,3% take part in other brands communities – Pampers City
 29,2% met GOO.N advertisement last year in magazines, child-thematic sites and in retail stores
 All respondents mainly sure that GOO.N diapers are qualitative, available in stores and are popular
 Those who tried GOO.N rated them higher than current brands in quality and brand image, but lower in price and promotion.
 The highest satisfaction rates put Merries-users. The lowest – Pampers Premium and Huggies Elit-users

3. S O C I A L - D E M O G R A P H I C
C H A R AC T E R I S T I C S A N D Q U O TA S

4. 4
Social-demographic characteristics
Mothers’ age and marital status:
Married/ not
official marriage
Not married Divorced Total
Less 20 years 0,8% 17,6% 0,0% 1,4%
21-30 years 55,4% 47,1% 100,0% 55,6%
31-40 years 40,2% 29,4% 0,0% 39,5%
41-50 years 3,5% 5,9% 0,0% 3,6%
Total 95,6% 3,4% 1,0%
Monthly family income:
71 001 – 100 000 rub.
> 130 000 rub.
100 001 – 130 000 rub.
< 40 000 rub.
70 001 – 100 000 rub.
40 001 – 70 000 rub.
Quantity of diapers, that are used per day/night:
Per day Per night
0-2 pieces
2-5 pieces
5-10 pieces
Mothers’ age and quantity of children:
1 child 2 children 3 children
Less 20 years 70,1% 46,3% 37,5%
21-30 years 28,9% 50,7% 50,0%
31-40 years 1,0% 3,0% 12,5%
Total 53,9% 37,2% 8,9%

5. 5
Social-demographic characteristics
Started using the current size of diapers:
Month ago
More than one
month ago
Total
NB 15,1% 5,6% 9,4%
S 23,3% 7,5% 13,9%
M 35,6% 55,1% 47,2%
L 24,7% 28,0% 26,7%
XL 1,4% 3,7% 2,8%
Total 40,6% 59,4%
Started using the current size of diapers:
Work now Do not work now
Up to 6 months
6-12 months
12-24 months
24-36 months
Work now Do not work now
Babysitter
Grandmother
Kindergarden
With me, I work at
home
Mothers’ employment: Who cares the baby:

6. B R A N D S O F D I A P E R S AWA R E N E S S A N D
U S A G E

7. 7
Brands awareness
Top-of-mind Unaided call Aided call
Merries 34,4% 62 63,3% 114 92,2% 166
Pampers 32,8% 59 75,6% 136 100,0% 180
Huggies 12,8% 23 59,4% 107 97,8% 176
Moony 12,2% 22 33,3% 60 80,6% 145
Pampers
Premium Care
3,3% 6 4,4% 8 1,1% -
GOO.N 2,2% 4 28,9% 52 84,4% 152
Huggies Elit 1,7% 3 2,8% 5 0,6% -
Libero 0,6% 1 31,1% 56 93,9% 169
Honey Kids 0,0% 0 0,6% 1 2,2% 4
Huggies Ultra
Comfort
0,0% 0 0,6% 1 - -
TOP-brands’ awareness:
Other named brands (number of answers):
Aro
Bambino
Bosomi
Every day
Fixies
Greenty
Mamas baby
MamuRoko
Naty
Nepia
Pamperino
Pi-Pi (Ukrainen diapers)
Qutie Guilt
Sealer
Thialand diapers
Unimarka
Moltex
Amma
Didini
Genki
Lovular
Honey Kids
Molfix
Muumi
Mepsi
365 days
Bella Happy
Helen Harper
*TOP-brands’ awareness doesn’t include GOO.N-users to avoid overestimation

8. 8
Reasons for current brands choosing
31,6%
PROMOTION
40,1% BRAND
IMAGE
43,8% PRICE
67,0% QUALITY
*Respondents rated the criteria from 1 to 5, where 1 is the highest rate, the most important
Brand image Quality Promotion Price
Average 40,1% 2,0 67,0% 3,4 31,6% 1,6 43,8% 2,2
1 rate 7,1% 17 73,3% 176 6,7% 16 5,0% 12
2 rate 30,5% 73 11,3% 27 7,9% 19 37,9% 91
3 rate 26,8% 64 2,5% 6 31,4% 75 32,1% 77
4 rate 26,8% 64 2,9% 7 44,8% 107 21,3% 51
5 rate 8,8% 21 10,0% 24 9,2% 22 3,8% 9
Total 100,0% 239 100,0% 240 100,0% 239 100,0% 240
Shares in answers:
Average rates of different brands-users (*the higher the percentage, the higher the rate) :
45% 44%
40%
37% 38%
Quality Price Brand image Promotion

9. 9
Reasons for current competitive brands choosing
Huggies Elit Merries Moony Pampers Premium GOO.N
Quality
1 rate
2 rate
3 rate
4 rate
5 rate
Price
1 rate
2 rate
3 rate
4 rate
5 rate
Brand image
1 rate
2 rate
3 rate
4 rate
5 rate
Promotion
1 rate
2 rate
3 rate
4 rate
5 rate
*Average rates of different brands-users (the higher the percentage, the higher the rate)

10. 10
Reasons for current competitive brands choosing
Huggies Elit Merries Moony Pampers Premium GOO.N
Quality
1 rate
2 rate
3 rate
4 rate
5 rate
Price
1 rate
2 rate
3 rate
4 rate
5 rate
Brand image
1 rate
2 rate
3 rate
4 rate
5 rate
Promotion
1 rate
2 rate
3 rate
4 rate
5 rate
*Average rates of different brands-users (5-points scale)

11. 11
Reasons for current brands choosing
Quality
Excellent Japanese quality
Japanese quality is always at a
high level
Soft, easy-to-use, do not leak,
pleasant to the touch, odor,
absorbs, not thick
Soft and do not leak, convenient
dimension table
Price
A little expensive compared to
other brands, but the quality
justifies the price
Reasonable price, appropriate
quality
Slightly above average, but not
too expensive
Price must remain accessible
Brand image
Brand is proven himself
Japanese diapers are considered
fashion phone, premium
Japanese goods is respected, as
Japan - progressive country
Everybody consider that these
are good diapers
Japanese diapers for me
synonymous with quality
Promotion
I didn't meet any promo
Small enough stock
I would like to buy more items
at special price
Rare promos

12. 12
Reasons for current brands choosing
Quality
Do not leak, do not give a
reddening of the skin,
breathing, skin is always dry -
all you need
Pleasant to the touch, soft,
elastic back, well absorb, do not
leak
Very soft, gentle
Very happy, the baby feels
comfortable, it can be seen, is
waterproof, does not leak, it fits
well
Price
Compliance with quality
Lower than the same brands
Available price
Cheaper than Pampers
Brand image
Well-known brand, in the market for
a long time, inspires confidence
Brand is widely known, so there is
confidence in the quality
I know that this is a German brand,
and I trust in Germany
The long-standing and proven
company
Famous brand you can trust
Promotion
Available on the stocks, are
often held
Presented at the hospital
Rare discounts
It would be nice to buy diapers
at special price

13. 13
Reasons for current brands choosing
Quality
Soft, easy to use, do not rub
Good quality, but leak
sometimes, non-irritating, have
a nice texture
Excellent quality. they are thin,
breathable, does not take place,
soft tapes that are not too tight,
very good absorption
Soft, pleasant to the touch, good
tapes, is well absorbed
Price
The price stays at a high level,
higher than the average, but not
the most expensive
After raising the dollar price has
increased significantly, but it
does not affect my choice
The price is high but it is not a
decisive factor
Reasonable, quality is more
important
Brand image
According to reviews Japanese
diapers are very good
Advertising - everything is clear and
understandable
Considered the best among mothers
Japanese diapers are much different
from other manufacturers
They are Japanese - it means
qualitative
Promotion
Discounts on Merries provided
rarely
I try to look at the stock diapers
as the price has grown
Due to promo I can try another
brand, but often I choose a
proven product
If there is a promo, I buy the
cheapest between Merries and
Goon

14. 14
Reasons for current brands choosing
Quality
Very soft diapers, good tapes, is
well absorbed, do not leak
Breathable and high quality
diapers because the baby is dry,
comfortable cutout for navel of
newborn babies
Decent quality, breathable, fit
tight, do not leak, good tapes
Price
Compliance with quality
Lower than the same brands
Available price
Cheaper than Pampers
Brand image
Beautiful packaging in blue and
pink colors
Japanese production is the best
diapers on the market
Once they are spoken, it is
interesting to try
Prestigious
Promotion
Sometimes buy diapers
with a discount
You can try without buying
the whole pack
Always nice to get a good
product at a low price
Rare discounts

15. 15
Reasons for current brands choosing
Quality
Quality is great: soft, pleasant
to the touch
Quality is good because there
are small flaws (leaked a couple
of times)
I tried once as soon as they
appeared, and I can say that from
the first pack I realized that the
quality is 'premium'
The most important thing to the
child was dry and there was no
chafing
Price
The price is very expensive, even
for good pants
Reasonable price for such a
quality
Price for excellent quality feel
not high, but of course the
consumer wants cheaper
There are discounts and
promotions, favorable price
Brand image
Good company cares about its
reputation
Highly advertised brand of diapers
It has long been on the market,
confidence in the brand
Pampers-brand experienced steadily
holding the first position in the
market
Promotion
Very few promo: the larger pack
for a lower price
I would like more discounts and
promotions, more gifts for used
products
As a gift wet wipes, in a gift
package of the same diapers
Korablik gives coupons with a
discount on this brand

16. 16
Places to meet the current brand
Total
Huggies
Elite
Merries Moony
Pampers
Premium
GOO.N
Word of mouth
(friends, relatives)
Free samples
Child-thematic sites
Advertisement in
hospitals and clinics
Advertisement, promo
in retail stores
Word of mouth
(hospital neighbors)
TV
Magazines
I didn’t find my usual
brand and had to buy
this
Word of mouth
(hospital personal)
Events, exhibitions
Events, exhibitions
Word of mouth (hospital personal)
I didn’t find my usual brand and had to
buy this
Magazines
TV
Word of mouth (hospital neighbors)
Advertisement, promo in retail stores
Advertisement in hospitals and clinics
Child-thematic sites
Free samples
Word of mouth (friends, relatives)

17. 17
Places to meet the current brand
Total Huggies Elite Merries Moony
Pampers
Premium
GOO.N
Word of mouth (friends,
relatives)
Free samples
Child-thematic sites
Advertisement in
hospitals and clinics
Advertisement, promo in
retail stores
Word of mouth (hospital
neighbors)
TV
Magazines
I didn’t find my usual
brand and had to buy this
Word of mouth (hospital
personal)
Events, exhibitions

18. 18
Places to buy diapers
First pack NB-size Nowadays
Baby Shop
Hypermarts
Online
Drugstore
Retail store not far
from home
Free sample in
womens’ clinic
Gift
BABY SHOP HYPERMARTS ONLINE DRUGSTORE RETAIL STORE NOT FAR
FROM HOME
FREE SAMPLE IN
WOMENS CLINIC
GIFT
First pack NB-size Nowadays

19. 19
Places to buy diapers
First pack NB-size Nowadays
Detskiy Mir
Korablik
Deti
Dochki&Synochki
Olant
Academy
Happich
Karapuz
Karusel
Mladenetc
Sovenok
Detskiye Schtuchki
Bright
Baby Shops:
Bright
Detskiye Schtuchki
Karapuz
Karusel
Mladenetc
Sovenok
Academy
Happich
Olant
Deti
Dochki&Synochki
Korablik
Detskiy Mir
Nowadays NB-size First pack

20. 20
Places to buy diapers
Hypermarts:
First pack NB-size Nowadays
Esky
Ozon
Akusherstvo
Olant
Mallstreet
Wikimart
Utkonos
Babadu
Detskiy Mir
Korablik
Mladenetc
Podguznik.ru
Ulmart
Dochki&Sinochki.ru
My toys
Enter
Nanuka.ru
Pampers.ru
Youmai
mamagazine
apteka.ru
merries-moony.ru
Top-topBbay
Online stores:
First pack NB-size Nowadays
Auchan
Metro Cash & Carry
Magnit
Okey
Perekryostok
Lenta
7 Continent
Karusel
Real
Selgros
Bystronom
First pack NB-size Nowadays
Auchan
Metro Cash & Carry
Magnit
Okey
Perekryostok
Lenta
7 Continent
Karusel
Real
Selgros
Bystronom

21. 21
Alternative brands usage
Brands ever boughtMost of those, who ever tried GOO.N,
use GOO.N, Merries or Moony now:
Bella Happy
Casped
Lovular
Helen harper
Molfix
Moony
GOO.N
Libero
Merries
Huggies
Pampers
CURRENT BRANDS
Huggies Elit Merries Moony
Pampers
Premium
GOO.N
BRANDS
EVER USED
Pampers
Huggies
Libero
Merries
GOO.N
Moony

22. 22
Alternative brands usage
Brands ever boughtMost of those, who ever tried GOO.N,
use GOO.N, Merries or Moony now:
CURRENT BRANDS
Huggies Elit Merries Moony
Pampers
Premium
GOO.N
BRANDS
EVER USED
Pampers
Huggies
Libero
Merries
GOO.N
Moony
0 50 100 150 200 250
Bella Happy
Casped
Lovular
Helen harper
Molfix
Moony
GOO.N
Libero
Merries
Huggies
Pampers

23. 23
Alternative brands usage
of respondents will find
another place to buy if they don’t
find their current brand
Huggies Elit Merries Moony
Pampers
Premium
GOO.N
I’ll go to another
store
I’ll buy it online
I’ll buy another
brand
I’ll wait few days

24. 24
Alternative brands usage
respondents will find another
place to buy if they don’t find
their current brand
Huggies Elit Merries Moony
Pampers
Premium
GOO.N
I’ll go to another
store
I’ll buy it online
I’ll buy another
brand
I’ll wait few days

25. 25
Alternative brands usage
CURRENT BRAND
Huggies Elit Merries Moony
Pampers
Premium
GOO.N Total
ALTERNATIVE
BRAND
GOO.N
Merries
Pampers Premium
Pampers Active
Baby
Huggies Ultra
Comfort
Huggies Elit
Moony
Libero Up & Go

26. 26
Alternative brands usage
CURRENT BRAND
Huggies Elit Merries Moony
Pampers
Premium
GOO.N Total
ALTERNATIVE
BRAND
GOO.N
Merries
Pampers Active
Baby
Pampers Premium
Huggies Elit
Huggies Ultra
Comfort
Moony
Libero Up & Go

27. I M A G E A N D S AT I S FAC T I O N L E V E L

28. 28


awareness and image
Yes I'm not sure No
Yes I'm not sure No

29. 29
Associations with diapers brands
Active baby who
crawls on the soft
white carpet
Classic children
diapers, time-tested
Distributed
advertising in prenatal
and maternity
Green pack, has a
strong aloe flavor
Lots of advertising
The most popular
brand in Russia
The strong smell
Average quality,
average price
Qualitative and
cheap
Regular diapers
Jeans - pants, diapers
series "My first denim"
and cartoons of Disney
- a series of diapers
with images of
characters from
cartoons (Winnie-the-
Pooh)
Cheap, not very high-
quality brand
Hare
Cheap, average quality,
leak
Good quality,
hypoallergenic, suitable
for children over a year
Thick, unpleasant to the
touch, quickly filled
Diapers for girls.
Usually, mothers of
girls are buying them
for the reason that
they do not leak
Excellent quality,
recently on the
market, good advice
Expensive Japanese
diapers
Japanese quality
Quality, cotton, silk,
smile
A duck from a
wipes-box
Expensive
Japanese diapers
Fits more boys,
than girls
Replacement to
Merries
Hard to find in
stores
Expensive without
any reason
In the middle
between Pampers
and Goon. Not bad
Japanese diapers,
for girls
Qualitative
Japanese diapers
The most
profitable from all
Japanese diapers
The same as
Merries, but worse
quality
Not quite popular

30. 30
Interest to social media and internet communities
219

31. 31
Satisfaction level of
Quality
Brand image
Availability in stores
Assortment
Price
Promotion


Huggies Elit Merries Moony
Pampers
Premium
GOO.N
Brand image
Quality
Availability in
stores
Assortment
Price
Promotion


Promotion
Price
Assortment
Availability in stores
Brand image
Quality
GOO.N Pampers Premium Moony Merries Higgies Elit

32. 32
Satisfaction level of
Quality Brand image Availability in stores Price Assortment Promotion
Average
1 point
2 points
3 points
4 points
5 points
6 points
7 points
8 points
9 points
10 points

33. 33
Reasons for low satisfaction level of
Quality
Despite the fact that they
seems to be qualitative,
they leaked a lot when I
used them
I didn't use this brand,
but I think the quality is
good enough
I think they leak and are
not soft
The baby feels
uncomfortable
Too thick and rough in
comparison with Merries
Uncomfortable to put on,
slip, leak
Price
Became more expensive
than Merries
I'd like more promo, ex. A
pack of wet wipes as a
gift
Isn't reasonable for mass
market
The quality corresponds
with the price
Average price for
Japanese diapers
Brand image
I didn't use them and
didn't pay attention to the
pack design
I hear about GOO.N rarely
It is not designed to the
end
Much of Japanese text on
the package hurts my
eyes
Little advertising
Not interesting image
Promotion
The sample in magazine
Sample in the exhibition
Promo in child's store
Buy tapes - panties free
Available in
stores
There were no needed
size or type
It was temporarily absent
on the shelves
Very poor assortment in
Auchan
Do not exist in stores or
they are lying or
imperceptibly
Assortment
A standard set of sizes
All the sizes are not
available in stores
Assortment isn't wide
It seems that they are all
the same, based on the
appearance of the
packaging
Met only tapes
There are no huge
economy pack