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Marketing Plan Presentation
Amanda Burns, Shari Doe, Chantelle Hitt
Gerber Products Company
Situation AnalysisWhere are we now?
Historical Background
Nature of firm
Sales / profit history
Current marketing strategy/objectives
Nature of firm 1927 – Founded in Fremont, Michigan by Daniel Frank Gerber
1928 – Developed five products
Beef vegetable soup
Strained peas
Prunes
Carrots
Spinach
Six months later Gerber went nationwide, which was the first
nationally advertised baby food in grocery stores.
1939 - Cereal was added
1990 - Gerber graduates were added
2007 - Nestle acquired Gerber which improved the baby food industry by having the world’s leading experts in childhood nutrition working together.
2011, Gerber Good Start formula was introduced which was the first formula to meet FDA criteria for qualified health claim.
Sales/Profit History 2014 Sales: $1.26 billion
1955 $ Millions
% Change from 1954 Rank Previous
Rank
Revenues 78.9 N.A. 348 N.A.
Profits 3.5 N.A. 332 N.A.
1994 $ Millions % Change from 1993 Rank Previous Rank
Revenues 1,269.5 0.1 307 297
Profits 42.5 -66.7 254 113
Total Sales Overall in the U.S.
Baby food sales were up 3% in 2013 with sales of $1529.77 million.
Current Marketing Strategy/ Objectives Direct Marketing
Emails
Mailings from existing database
Mass Marketing
Television and newspaper ads
Coupons and free samples
Emotion-Based Marketing
Colors to convey calming and
purity
Pictures of mothers with babies
Traditional Marketing
Reasons why our product is
better
Consumer Analysis
Who are they?
Segments?
How Many?
Who are they?
Target Market:
Parents with multiple jobs
Grandparents
Daycare/Childcare centers
Healthcare Providers
Single Parent
Travelers
Segments? How many? Demographic
Age, Gender, Stage in family life cycle
85% of the purchasers of baby items are women, who want affordable and easy to carry items while traveling.
Product is geared toward infants and younger children
Psychographic Lifestyle
Personal activities
Travel
People are constantly on the go and have busy lifestyles.
Competitive Analysis
What market opportunities exist?
What/who is the competition?
SWOT Analysis
What market opportunities exist?
Travel packs are currently not offered.
Offer convenience with disposable items: bottles, formula,
and Go Baby all-in-one packs.
Baby products equal $12 billion in annual sales.
54% of Americans who purchase baby products want
continuous customer flow.
In 2013, $621.4 billion was spent on traveling by domestic
and international travelers.
78 percent of all travelers are for leisure.
U.S. alone had 1.6 billion leisure trips in 2013.
This graph shows the potential growth all over world.
What/who is the competition?Biggest Competitors are Travel and Baby Product Suppliers
Baby Products: Johnson & Johnson
Beach Nut Nutrition Company
H.J. Heinz
Travel Products: Johnson & Johnson
Babies Travel Lite
Nestle SA is #1 for both Prepared Baby Food and All Infant Nutrition
What/who is the competition?
What/who is the competition?
Gerber holds the #1 sales for baby food, even though there was a 4.2%decrease between 2010 and 2013.
SWOT Analysis
Strengths• Variety of Products• High Market Share• Top Manufacture of Baby
Food
Weaknesses• Only make cloth diapers• Not as strong in the baby
products as other manufactures
Opportunities• New Market• Many People Travel• Increasing number of
working women
Threats• Low Cost Competitors• Baby Product Manufactures:
P&G, Kimberly-Clark, and Johnson & Johnson
SWOT Analysis
Marketing ObjectivesWhere do we want to go?
Sales Objectives
Current Level
Next 5 years
Current Level
Next 5 years
Current Level
Test in regional markets, and establish a 3% foothold in U.S. markets.
Increase on-the-go travel packs sales by 10% in the U.S. within the first year.
Decrease or remove potential customers resistance to buying our products, leading to a 25% increase in overall sales in 6 months or less.
Sell 2 million units in domestic markets by the end of the 1st year.
Increase revenue in infant supplies market category by 15% by the third quarter of the next fiscal year.
Largest segment of on-the-go products
Exceed 5% growth quarterly
Long term view is to meet or prevent competition, remain the leader
World-wide distribution by the end of 5 years
Increase sales by 50% throughout the U.S.
Next 5 Years
Profit Objective
Maximize profit on total output rather than one single item.
Achieve profit within first year
Reach 10% profit in 3 years
Increase profit by 20% in 5 years
Possible level of achievement
Consumer Objectives
How will we serve our target customers?
Positioning; What do we want customers to think about us?
How will we serve our target customers?
Products for different ages
A tiered product line that addresses the needs of varying age groups.
Making Go-Baby products available where and when our customers need them the most – when they’re on the go.
Provide safe and affordable products
Satisfy customers – Give them the best products and deliver experience by meeting or exceeding expectations
Fit with our customer’s lifestyles, and offer a convenient product with an equally convenient price.
Improve customer experience through innovation and new products
Positioning; what do we want customers to think about us? We are loyal to our customers.
View us as knowledgeable experts on baby products and what products fit into every mothers needs.
Our business cares about its customers, and we deliver quality.
Realistic expectations are met and delivered to every customer.
Always have our customer’s best interest at hand.
StrategyHow can we get there?
Product Strategy
What do we offer?
What should we offer?
What do we offer?
Products for babies, toddlers, and young children.
Baby care, wellness, and life insurance products.
Breast feeding products: accessories, bottles and nipples, and massaging manual breast pumps
Bath time and skin care products
Health care products: such as vitamin drops and instant powder mix.
Pacifiers and soothers
Feeding products, such as cups, forks and spoons, dishes, and bowls; and baby foods, including cereals and juices.
What should we offer?
Travel Packs
Combine products into smaller versions.
Convenience for families to grab one package with the items needed versus many separate items.
Gerber will also be introducing disposable diapers and wipes. We currently sell cloth diapers.
We should we offer? Our Go Baby line will include convenient
travel packs, each consisting of products that correspond with the general needs. 2-Disposable diapers, one 10 pack of wipes,
3oz tube of diaper cream
2-6oz ready made formula, 1- 8 oz. plastic bottle
1 8oz bottle of juice, 1-12oz dried fruit snack pack
1 12 oz. bag of snack crackers, 1-8oz juice box
Pricing Strategy
Pricing Objectives
Profit Oriented
Status Quo Oriented
Non-price Competitio
n
Meeting Competitio
n
Growth in Market Share
Sales Oriented
Dollar Unit Sales
Growth
Maximize Profits
Target Return
Current pricing strategy
Justification
Current pricing strategy
Value-based pricing
Competition
Fixed and variable costs
Company objectives
Proposed positioning
Target groups
willingness to pay
Convenience Price
Current pricing strategy
Pricing objectives Maximize long-run profit
Maximize short-run profit
Increase sales volume
Company growth
Maintain price leadership
Desensitize customers to price
Discourage new entrants into the industry
Match competitors prices
Obtain or maintain the loyalty and enthusiasm of distributors and other sales personnel
Enhance the image of the firm
Encourage the exit of marginal firms from the industry
Justification
Pricing should always take into account many factors, and reflect supply and demand. If the product is priced too high or too low, it could mean a loss in sales for our company
Value-based Pricing
Consider the competition and customer when pricing. Value based pricing is the strategy chosen, because people will pay for the product out of convenience. Creating special packages for travel use, it will cost more in packaging rather then selling one product by itself.
Distribution Strategy
What channel(s)
Physical distribution facilities
Location
Other characteristics
What channel(s)
We are going to use a multiple distribution channel strategy.
This will include: Wholesalers
Retailers
Consumers
Internet
E-Commerce Websites
Physical distribution facilities
We need to make sure our product is sold in:
Convenience stores
Drug stores
Grocery stores
Big Box stores
Specialty Stores (Babies R Us)
Location
Airports
Train stations
Rest Stops
Hotel Shops
Gas Stations
Bus Stations
Hospitals
Store
Other characteristics
We are using a distribution channel with two intermediary. We sell and deliver larger quantities of our Go-Baby products directly to the wholesaler who then breaks up and sells to the retailer who sells to the consumer.
Producer wholesaler Retailer Consume
r
Promotional Strategy
Personal selling
Advertising
Sales Promotion
Main message
$ spent / media / theme
Personal Selling
Sponsor events where our target audience is.
Offer free seminars to expectant mothers
Advertising
Baby Magazines
Doctor’s Offices
Specialty Stores Inexpensive advertising - we can get
our product out to as many people as possible.
To create awareness of baby care products that are convenient and affordable.
Television
Sales Promotion End-Cap
We want our product to be at the end of the aisle.
This will promote a quick sale/impulse buy. It is also convenient for the shopper to grab the travel pack.
Eye level on other shelves
Contact customers Mail
Social Media
This is a great way to show importance of customer satisfaction, but also leaving the door open for promotional opportunities.
Distribute free product samples
Coupons and rebates
Main Message
Gerber’s Go Baby products are safe, simple, superior products for your baby. Go Baby recognizes the importance of perfection when it comes to your
baby; we have you covered.
We will work to grow and capitalize on this product line and focus on healthy and affordable options of products and continue to create and maintain loyal
and happy customers!
$ spent / media / theme
Our theme will include products that are in current trends and meet customer needs. These will go through products using materials that are economically friendly and appealing to customers. We want to use the theme of calm, delicate, pure colors with pictures of mothers and infants.
Media
Television – This is the most expensive based on rating points, but will reach the most customers. Repetition is very important, and rewards can be great.
Radio – No visuals, so harder to sell this product.
Direct Mail – This will reach many current customers on the company’s data base, but not as effective. Cost is low.
Financial Strategy
Projections
Ramifications if not implemented
Financial Projections
Short-Term Forecast
• Period of 6 month
• Net income=25% increase
Medium-Term
Forecast• 1 year
ahead• Sell 2
Million Units
Long-Term Forecast
• 2 years and up
• Net Income= $6.4 billion+
Projections
Items are already being manufactured, so it will only take a new package to combine a smaller version of the items.
It is important to incorporate the following strategies:
Cost Leadership
Budgeting
Setting Milestones
Quality Control
Advertising/Marketing Costs
Ramifications if not implemented?
If a financial strategy is not implemented there can be many problems:
Cash flow shortage
Too much product because it isn’t selling
Higher risk than what was anticipated
Debt becomes higher than equity
Gerber Products - THE END
Resourceshttp://www.ehow.com/list_6549042_business-finance-strategies.html
http://www.learnmarketing.net/Place.htm
https://www.gerber.com/home
http://www.economist.com/news/business-books-quarterly/21569368-staying-top
https://www.udemy.com/blog/business-strategy-examples/
http://smallbusiness.chron.com/financial-strategies-business-plan-5107.html
http://en.wikipedia.org/wiki/Market_segmentation
https://www.gerber.com/our-story/our-history-and-heritage