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Green Baby Food Marketing Strategy

The document outlines a marketing strategy for Plum Organics baby food in India. It aims to (1) make people aware of the benefits of Plum Organics baby food for babies and the environment, (2) enter the emerging Indian baby food market with a "green" concept, and (3) gain market share in the competitive Indian baby food market. The target market is mothers aged 20-35 in major cities. The strategy focuses on price, product, place, and promotion, with an emphasis on establishing trust and promoting the product's natural ingredients to carve a niche in the health-conscious Indian market.

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Birma Ram
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44 views2 pages

Green Baby Food Marketing Strategy

The document outlines a marketing strategy for Plum Organics baby food in India. It aims to (1) make people aware of the benefits of Plum Organics baby food for babies and the environment, (2) enter the emerging Indian baby food market with a "green" concept, and (3) gain market share in the competitive Indian baby food market. The target market is mothers aged 20-35 in major cities. The strategy focuses on price, product, place, and promotion, with an emphasis on establishing trust and promoting the product's natural ingredients to carve a niche in the health-conscious Indian market.

Uploaded by

Birma Ram
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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GREEN PACKING

OBJECTIVE:
The purpose of this marketing strategy is
1. To make people aware about the benefits of PLUM ORGANICS baby food as on
babies and on environment.
2. Plunge into a new and emerging market of baby food in India with its GREEN
concept.
3. Explore a market share in the competitive market of baby food in India.
4. Establish a relation of trust with the consumers and act as an interface between
babies and nature by producing baby food from fresh fruits and cereals.

TARGET MARKET:
Here the target customers are mothers of age group (approx. 20 to 35 yrs) in metros
and mini-metros. Baby food market has developed much in recent past in India with a rate
of around 20%.

New born (0-6 months), Infant (6 months-1 yr), toddler(1-2yrs), pre-schooler(2-3 yrs) are
four categories for which we have to focus our product.

MARKET OVERVIEW
Market is majorly of unorganised sector.
Market is presently restricted to urban sector but expanding to rural parts.
MARKET DRIVERS: Increasing working women population
Birth rate-21.72%(approx.)
Increasing disposable income
Innovative products
MARKET CHALLENGES: Competition from cheaper substitutes
Cultural and social challenges
Strict Regulations of government
COMPETITORS: Nestle captures about 80% market

MARKETING STRATEGY
Our market strategy is based on 4P model:
PRICE: Price of our baby food should be slightly less than the existing players of
market (mainly cerelac) as our brand is new in the market and Indian market is price
sensitive. With a slightly low price we can establish our brand though with less
profits initially.
PRODUCT: This is major portion which can get us a competitive edge. With our green
and healthy food we can carve a niche market in India as mothers want best for their
babies and as our food fulfil their demand. Innovation in nutritious value and taste is
a key for future growth here.
PLACE: Our target market lies mainly in metros and mini-metros, in middle and high
income category. So our launch can be from places like Delhi, Mumbai, Kolkata,
Chandigarh, Jaipur, Indore, Bangalore, Hyderabad, Chennai, etc.
PROMOTION: This is the most crucial part of our strategy as it focuses on brand
introduction into the new market.
PUSH strategy: we need to give discounts and incentives to the retailers,

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