GERBER TEAMWORK WITH PAOLA OSPINA
OVERVIEW The Gerber brand focuses on the manufacturing of baby products, from gestation to the preschooler stage. They have a broad range of baby products including but not limited to clothing, formula, insurance service, and much more. Gerber is one of the strongest brands in the baby food industry
PROBLEM Despite Gerber’s strong position in the market, mothers are not buying the Organic Line. This line is more expensive, and mothers are still not convinced about spending more money. Moms often compromise and give up when trying to feed their kids with a balanced diet
SOLUTION Inform moms about the importance of organic food. Make them understand that it is for their kid’s future, and in the long run, it is worth it
MARKETING OBJECTIVES • To increase awareness of Gerber Organic Line in three months • To inform mothers of the importance of feeding their baby with Organic food in two months
MARKETING MIX PROMOTION
• Print Ads • Billboards • Guerilla Campaign (Supermarket) PLACE
• Supermarkets • Online PRODUCT
• Organic baby food line PRICE
• $0.99 - $14.99
TARGET PERSONA Jessica is a 37 years old female, born and raised in Miami, FL. Jessica is married with two kids, and pregnant with the third. With two kids, one more on the way, and a full-time job, Jessica doesn’t have much time to cook for everyone. However, she knows of the important for a baby to eat healthy food, especially organic. Jessica is willing to spend a little more money of food for the health of her kids
baby food facts
300
is spent on baby food in the
1 year st
TOP 6 EASIEST foods TO GET baby to eat
1. 2 BILLION
industry in the
USA
Consumption of
BEECH-NUT, HEINZ
&
ORGANIC
GERBER
Control
FOOD
OF THE
95%
INCREASED BY
21%
in 2011
In an attempt to get their kids to eat a balanced diet, moms admit they sometimes compromise because their kids won’t eat the healthier option
31% OF MOMS
Have given chicken nuggets instead of the healthier choice of a chicken breast
17% OF MOMS
Have given fish sticks instead of the healthier choice of fresh fish
31% OF MOMS
Have served french fries instead of the healthier choice of a potato
15% OF MOMS
Have given processes cheese instead of the healthier choice of unprocessed cheese
Some mothers believe that as long as their kids are eating something, it’s good enough. But it is not true because organic food is on a different level, a healthier level
OUTDOOR
BILLBOARD Moms will be constantly reminded of the importance of buying Organic food for their kids. Billboards will be place near kindergarten schools, supermarkets, department stores, hospitals, etc...
SHOPPING CART Gerber wants to speak to moms where the crucial decion of buying regular food or Oragnic food is made. When they put the product in their shopping cart, they will have the last opportunity to think about it; and Gerber will be there to make sure they really think about it