Chicco Marketing Plan: Analysis and Promotional Campaigns

This marketing plan for Chicco, an Italian company specializing in baby strollers and prams since 1958, outlines strategies for the Australian market. The plan targets new families and young single mothers seeking safe, high-quality baby products. It details the marketing mix, including a durable, lightweight, and portable stroller product line, a high-income pricing strategy, and distribution through direct marketing, retailers, and new media. Promotional efforts involve direct advertising, action-oriented campaigns, and word-of-mouth marketing. The plan emphasizes market research, clear marketing objectives, and promotional campaigns to enhance Chicco's market presence. Desklib provides access to this and other solved assignments for students.

Marketing plan for
Chicco

 Chicco was founded in
Italy in the year 1958 and
ever since then, it has
become a household
name as far as baby
strollers and prams are
concerned (Chicco
Australia 2018).
 It operates in over 120
countries including
Australia where it holds a
significant portion of the
market share.
AN OVERVIEW OF THE COMPANY

 The target market for
Chicco would be new
families and young single
mothers who are seeking
safe, top quality products
for their babies (Burns,
Bush and Sinha 2014).
 However, Chicco should
keep the Australian
market in mind while
devising their strategies
(Jensen 2017).
TARGET MARKET

CURRENT TRENDS IN THE
INDUSTRY

MARKETING STRATEGY
MARKETIN
G MIX
PROD
UCT
PRICE
DISTRI
BUTION
PROM
OTION

 The product in
question is a baby
stroller or pram that
is guaranteed to be
durable, lightweight
and portable. It also
comes in a variety
of styles.
PRODUCT

 A high income pricing
strategy is to be
followed in this case.
 The target market
in this case would
be upper class
parents or working
mothers. Thus, a
high pricing
strategy needs to
be followed.
PRICING

DIRECT
MARKETING
• Chicco would
reach out to the
target audience
directly through
telephones or
mails.
RETAILERS
• Chicco also
plans to
establish brick
and mortar
stores to lure in
audiences.
NEW MEDIA
• Chicco would
attempt to
spread
awareness
through social
media as well.
DISTRIBUTION

 Promotional marketing
strategies would include
direct advertising and
campaigns that call for
action (Yeoh, Othman
and Ahmad 2013)
 Chicco is also going to
rely on word of mouth
advertising to gain more
customers (Alexandrov,
Lilly and Babakus 2013).
PROMOTION

MARKET
RESEARCH
MARKETING
OBJECTIVES
MARKETING
PLAN
FOLLOWED BY
PROMOTIONA
L CAMPAIGNS
ACTION PLAN

 Alexandrov, A., Lilly, B. and Babakus, E., 2013. The effects of social-and self-motives on the intentions to
share positive and negative word of mouth. Journal of the Academy of Marketing Science, 41(5), pp.531-546.
 Burns, A.C., Bush, R.F. and Sinha, N., 2014. Marketing research (Vol. 7). Harlow: Pearson.
 Chicco Australia., 2018. Home | Chicco Australia. [online] Available at: https://chicco.com.au/
 Chicco.in., 2018). Osservatorio Chicco - Baby Research Center | Chicco.in Official Website. [online] Available
at: http://www.chicco.in/who-we-are/osservatorio-chicco.html
 Fox, E.B., Dillard, L.L. and Mongrain, S.A., Amazon Technologies Inc, 2014. Automatic product groupings for
merchandising. U.S. Patent 8,762,227.
 Jensen, M.T., 2017. Urban pram strolling: a mobilities design perspective. Mobilities, pp.1-17.
 Li, Y., Xu, L. and Li, D., 2013. Examining relationships between the return policy, product quality, and pricing
strategy in online direct selling. International Journal of Production Economics, 144(2), pp.451-460.
 Londhe, B.R., 2014. Marketing mix for next generation marketing. Procedia Economics and Finance, 11,
pp.335-340.
 McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice. In The marketing
book (pp. 108-142). Routledge.
 Raheem, A.R., Vishnu, P. and Ahmed, A.M., 2014. Impact of product packaging on consumer’s buying
behavior. European journal of scientific research, 122(2), pp.125-134.
 Risselada, H., Verhoef, P.C. and Bijmolt, T.H., 2014. Dynamic effects of social influence and direct marketing
on the adoption of high-technology products. Journal of Marketing, 78(2), pp.52-68.
 Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
 Yeoh, E., Othman, K. and Ahmad, H., 2013. Understanding medical tourists: Word-of-mouth and viral
marketing as potent marketing tools. Tourism Management, 34, pp.196-201.
REFERENCES