gerber
DESCRIPTION
This was our presentation for creating a Latino targeted Gerber baby food line.TRANSCRIPT
HISPANIC MARKETING PLAN
Jake Robida, Kim Bowser, Kristine Lequerique, Olivia Wright, and Taylor Pickering
HISTORY GERBER founded in 1927 in Fremont,
Michigan: By Daniel Frank Gerber and Dorothy Gerber
Owners of the Fremont Canning Company Produced canned fruits and vegetables
Strained solid foods for their 7-month-old daughter Sally Plant workers requested samples for their
babies
HISTORY NESTLE founded in 1867 in Vevey,
Switzerland: By Henri Nestlé
German Pharmacist Created world’s first infant food company
Bought Gerber for $5.5 billion on 2007
ENVIRONMENTAL ANALYSIS POLITICAL ECONOMIC SOCIOLOGICAL TECHNOLOGY
SWOT ANALYSIS STRENGTHS:
Longevity, market share, and brand recognition
Product, concept, and packaging innovations Focus on healthy, kosher and organic foods Technological innovation and adaptation Start Healthy Stay Healthy Gerber Life Grow-Up Plan Stage based products Call center
SWOT ANALYSIS WEAKNESSES:
Website not bilingual, lacks multicultural targeting
No marketing to growing Latino community Not extremely competitive internationally Available information not culture specific Limited multicultural product selection Lack of pregnancy products
SWOT ANALYSIS OPPORTUNITIES:
Adapting to technologies by research and development
Additional products, bottles, pacifiers, dishes, toys etc.
Market with babies engaging in Latino activities
Allergy, diabetic, and cultural specific lines
SWOT ANALYSIS THREATS:
Increased prices, decreased content Latinos tend to cook more at home Decreased birth rates Competitions and Substitutes
Homemade foods Potential mergers Private labels
SITUATION ANALYSIS COMPETETOR ANALYSIS:
Beech-Nut, Goya 1931 Latino line established in 1936 Marketing to Latinos in US is 60% of budget
Earth’s Best, Hain Celestial Group 1985 Only company with full line of Organic baby
food Natural products
Stonyfield Farm1983 Organic yogurts, drinkable yogurts, and milks
only
SITUATION ANALYSIS CUSTOMER ANALYSIS:
Target Market Mothers ages 20-35 Health conscious Time weary or busy parents English speaking and literate First time or previous mothers Latinos majority from Mexico Mothers of Sitters and Supported Sitters
RESEARCH ANALYSIS SECONDARY RESEARCH:
Baby food industry $40 billion
Hispanic population family, language and religion Younger Purchasing power Purchase 15% more baby food Fastest growing segment 53 million Account for 1/4th of the births in the US 2/3rd’s not satisfied with baby food choices
RESEACH ANALYSIS SECONDARY RESEARCH
RECOMMENDATIONS: Market the same as any mainstream American
parent Integrate activities and arts in labeling More indigenous flavors and foods Spanish resources and advertising Promote and provide education Mainly English language lables Hispanic baby image
MULTICULTURAL MARKETING PROGRAM PRODUCT STRATEGY:
Existing products with Hispanic twists Pork, salsa, chilies, chayote, papayas, prickly
pears, guava etc.
Authentic Hispanic flavors Tamales, empanadas, chuchitos, humitas,
bolos etc.
All natural ingredients No artificial colors, flavors, or preservatives
MULTICULTURAL MARKETING PROGRAM PRICE STRATEGY:
Keep same pricing strategy Competitive- Beech-Nut Premium- Natural, no artificial additives or
preservatives Prestige- Gerber brand is 80 years old and
the leading baby food company
MULTICULTURAL MARKETING PROGRAM DISTRIBUTION STRATEGY:
Southwest Texas, California, Colorado, Arizona and New
Mexico
Mexico Natives account for 66.8% of US Hispanics Also Central America, Puerto Rico, South
America, Cuba, Dominican Republic etc.
Shelf space allocation and additional resources Point of purchase displays and educational
pamphlets
MULTICULTURAL MARKETING PROGRAM PROMOTION STRATEGY:
Language Website, call center, articles, periodicals, blogs
Advertising Placement Radio, television, and billboards
Educational and Promotional Materials Hospitals and doctor’s offices pamphlets and
brochures Incentives through direct mail coupons
Social Responsibility Cause Related Marketing and non-profit events
REFERENCES Beech-Nut; Goya. (2013). Beech-Nut. Retrieved September 23, 2013, from Beech-Nut/Goya: http://beechnut.com/Goya/
Bughin, J., Chui, M., & Manyika, J. (2010). Clouds, big data, and smart assets: Ten tech-enabled business trends to watch. McKinsey Quarterly(4), pp. 26-43.
Census, U. (2013, June 27). State and County Quick Facts. Retrieved from United States Census Bureau: http://quickfacts.census.gov/qfd/states/00000.html
Chain Drug Review. (2011, March 14). Consumers getting smarter. Chain Drug Review, 33(5), p. 31.
Condon, M. (2012, December). When Work Disappears. Credit Union Magazine, 78(12), p. 44.
Earth's Best. (2012). Earth's Best. Retrieved September 22, 2013, from Earth's Best Organic: http://www.earthsbest.com/about-earths-best
Economics, B. o. (2009, April). The Evolution of the Baby Food Industry. Retrieved from http://www.ftc.gov/be/workpapers/wp297.pdf
Evercare. (2008). Hispanic Family Caregiving in the U.S. Bethesda, MD: National Alliance for Caregiving.
GPO. (2013, November 29). Retrieved from US Government Printing Office: http://www.ecfr.gov/cgi-bin/text-idx?c=ecfr&sid=6f92b77abfe77b7451ec064f075d70b8&rgn=div6&view=text&node=21:2.0.1.1.6.3&idno=21
Kurtz, A. (2013, September 6). Baby bust: U.S. births at record low. Retrieved from CNN Money: http://money.cnn.com/2013/09/06/news/economy/birth-rate-low/index.html
Levanon, G., & Cheng, B. (2011). U.S. Workers Delaying Retirement: Who and Why and Implications for Businesses. Business Economics, 46(4), 195-216.
Nestle. (2013). About Us. Vevey: Société des Produits Nestlé S.A.
Nolasco, S. (2013, November 19). Parents of Gerbers First Latina Baby Reflect on Daughter. Retrieved October 20, 2013, from Fox News Latino: http://latino.foxnews.com/latino/lifestyle/2012/11/19/parents-gerbers-first-latina-baby-reflect-on-daughter/
Noonan, D. S. (2013, September 3). How US cultural districts reshape neighbourhoods. Cultural Trends, 22(3-4), 203-212.
Registar, F. (2013, April 16). Retrieved from Infant Formula: The Addition of Minimum and Maximum Levels of Selenium to Infant Formula and Related Labeling Requirements: https://www.federalregister.gov/articles/2013/04/16/2013-08855/infant-formula-the-addition-of-minimum-and-maximum-levels-of-selenium-to-infant-formula-and-related
Sangha, S. (2013, July 24). Latino Fox News. (Fox News Latino) Retrieved September 17, 2013, from Fox News: http://latino.foxnews.com/latino/lifestyle/2013/07/24/baby-food-industry-taps-into-growing-latino-market/
Stonyfield. (2011). Stonyfield. Retrieved September 17, 2013, from Stonyfield: http://www.stonyfield.com
The Hain Celestial Group. (2013). Hain-Celestial. Retrieved September 26, 2013, from The Hain Celestial Group: http://www.hain-celestial.com
Wentz, L. (2013, July 12). Adage. Retrieved September 20, 2013, from Adage: http://adage.com/article/hispanic-marketing/a-leader-changing-market-goya-enters-baby-food-aisle/243089/