Marketing Report: An Analysis of Bounty Bags' Marketing Strategies

This report provides a comprehensive marketing analysis of Bounty Bags, a company associated with Bounty Parents, focusing on its strategies within the baby products market. The report begins with an executive summary, table of contents, and an introduction outlining the report's structure and o...Read More

Running head: MARKETING: BOUNTY BAGS
MARKETING: BOUNTY BAGS
Name of the Student:
Name of the University:
Author Note:

1MARKETING: BOUNTY BAGS
Executive Summary
The report is structured on the impact of marketing on the company of Bounty Bags, and
an analysis will be provided in order to review the consequences and the desired solutions. The
report will be divided into three parts, including an introduction, discussion, and conclusion. In
the introduction part, a short summary of the company, marketing strategies, SWOT and
PESTLE analysis will be incorporated. The discussion part will consist of the elaboration of the
main points of the organisation, competitors, customers along with separate analysis on pestle
and SWOT. The conclusion part has been associated with summarising the whole aspects of the
organisation.

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Table of Contents
Introduction......................................................................................................................................4
Discussion........................................................................................................................................5
1. History of the Organisation:.................................................................................................5
2. Product and services:............................................................................................................6
3. Customers:............................................................................................................................6
4. Competitors:.........................................................................................................................7
5. Value proposition:................................................................................................................8
6. PESTLE analysis:.................................................................................................................8
a) Political aspects:............................................................................................................8
b) Economic aspects:.........................................................................................................9
c) Social aspect:.................................................................................................................9
d) Technological aspect:....................................................................................................9
e) Legal aspects:..............................................................................................................10
f) Environmental aspect:.....................................................................................................10
7. SWOT analysis:..................................................................................................................10
a) Strengths:.....................................................................................................................10
b) Weaknesses:................................................................................................................10
c) Opportunities:..............................................................................................................11
d) Threats:........................................................................................................................11

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Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
The report has been discussed on the impact of marketing strategies and policies based on
an organisation named as Bounty Bags. Pestle analysis, along with SWOT analysis, will be
constructed in order to stimulate the right ideas and thoughts on the bag industry. The rise of
competitors and marketing risks may produce some barriers for the organisation. Therefore,
strategies will be compared and contrasted so that the readers can gather accurate knowledge of
the organisation. Bounty bags are associated with the company Bounty Parents, and it has been
serving for the past thirty-five years (Bountyparents.com.au, 2020). They distribute their
products and services for those women who are parents-to-be and new parents. Parent-to-be bag
reaches out to those women, who are twelve-fourteen weeks pregnant and new parent bag
benefits to reach out to those parents, who are dealing with their babies of forty-eight hours old.
Some marketing strategies are associated with kid’s products that can benefit the customers
along with the organisation. The strategies are easily accessible to the customers and should be
promoted through adequate advertisement and partnerships. It has been supporting as well as
benefitting the parents-to-be and parents, who are raising their children that is supporting their
journey. The primary purpose is to analyse the company by incorporating marketing strategies
and procedures that will help to understand the position of the company and the desired growth
in the future.

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Discussion
1. History of the Organisation:
The organisation Bounty is one of the best and trusted parenting society in Australia, and
they are engaged with their individual goods and services for such long years. Bounty Parents is
the organisation that has been serving customers, mainly pregnant women and new parents and,
thus, it helps them by providing all the necessities and other services (Bountyparents.com.au,
2020). Bounty Bags have distributed for almost thirty-five years, and it has been continuously
supporting parents-to-be along with, new parents, who are raising their little children in their
individual journey. Customers are always hoping for that immense support from Bounty, and
they can easily trust them with their quality (Bountyparents.com.au, 2020). The parent-to-be bag
has been distributed among those women, who are twelve and fourteen weeks pregnant. They
also help the new parents, even if their baby is forty-eight hours old. The bounty bags are
distributed by bounty associates or representatives and midwives in various hospitals in their
nation. The products are jam-packed with essential data and goods so that they can benefit the
new phase in their individual lives (Bountyparents.com.au, 2020). All the goods and services are
attached to the World Health Organisation (WHO) Codes and guidelines for SIDS and support
breastfeeding.
The products are available mostly in maternity hospitals, Ultrasound clinics, chemist,
GPs, Obstetricians, and Antenatal Clinics (Baueradvertising.com.au, 2020). If somehow, the
products are not delivered to any parent or have not been distributed in their respective hospitals,
so they can order Parent-to-be bag along with, new parent bag through online processes. The
bags are not even so costly, and it is available at the cost of eighteen dollars through postage

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(Bountyparents.com.au, 2020). They have been engaged in launching a new segment, and that is
Bounty rewards program that has collected more offers for the parents in Australia. They are
planning to produce a new website that will be launched very soon, and it will provide a chance
for the members who wanted to join their program. In this program, parents will be awarded for
their new and innovative ideas, thoughts and opinions and updates about raising a child in the
whole world (Bountyparents.com.au, 2020).
2. Product and services:
Bounty bags have been distributing a bounty pack, which consists of three different
freebie packs including mother-to-be, a newborn along with, expanding family members. It will
contain adequate freebies considering their respective ages and the phase that the parent has been
going through, such as pregnancy and raising a baby (Bountyparents.com.au, 2020). They have
been expanding their websites by incorporating all the relevant data and essential information
about the pack. The company has been engaged in distributing a different set of packs. The packs
are quite handy, and samples are also available with essential notes upon pregnancy. They have
different packs for different phases and they try to support the parents in every possible manner
by distributing it in free of cost (Bountyparents.com.au, 2020). They have included a lot of goods
and services starting from nappies, maternity wear, prams, and clothing for all the little ones.
They have been successfully gathering all kinds of products and have been generating them to all
their customers. They have been focused on producing skincare products that are safe and
hygienic to all Australian mothers. The best disposable nappy has been the high rated product in
their list of goods and services (Bountyparents.com.au, 2020). The best breast pumps are always
available at their site.

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3. Customers:
Bounty bags are associated with all the pregnant women as well as new parents, and they
have already gained immense trust from their respective customers. Most of the parents have
rated bounty bags as one of the best products available in Australia, and it has been associated
with a trustworthy product (Bountyparents.com.au, 2020). Although, some mixed reviews may
hamper the position of the product as long as it is available free of cost. They not only distribute
free bounty packs but also offers numerous rewards so that they can gather more customers for
their brand (Bountyparents.com.au, 2020). It is quite a common technique for the organisation to
apply such a marketing strategy to gather more attention from their old as well as new customers.
4. Competitors:
Emma’s diary has been a fierce competitor for contributing the same offer, which
consists of three freebie bags that are mum-to-be, bump to baby, along with a new family. The
contents are quite different as well as it will change from time to time (Emmasdiary.co.uk,
2020). They have introduced a whole lot of products that are starting from nourishing cream for
stretch marks, Dettol wipes, nappies, fabric sample, graze boxes, and daily lotion for babies, and
so on.
Baby University Co Baby Box is another renowned brand that has been giving a fierce
competition and has been distributing free baby box for all the new parents. They ensure safety
measures for all the new parents and mothers, who are developing their individual family
(Babyboxco.com, 2020). All the new parents will receive suitable hamper such as diapers,
storage bags, and so on. They will gain more knowledge as well as capabilities about caring for
their new baby and they will acquire enough activities and diplomatic methods to guide them in

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every situation. Hence, it is also associated with providing new baby stuff at their registered
places.
5. Value proposition:
The value proposition has always helped to understand the effectiveness of the goods and
services that will help in improving the problems and issues. Bounty bags have been securely
handling the problems and are always associated with the expectations of the customers. They
always follow up to their competitors and they ensure safety and security to all the new parents.
They produce more attention to their customers and they never failed to improve their goods and
services. The company has successfully handed their bags to all the new parents and expecting
mothers (Bountyparents.com.au, 2020). The company has utilised specific marketing strategies
so that they can stay at the top position and leaving behind all the competitors. They have been
distributing all the products free of cost and have been quite aware of the needs of the customers.
Bounty bags have been reviewed as the ideal brand from the customers, and they might have lost
quite a few customers to their competitors. Yet, they have ranked as the topmost brand for
serving those parents adequately and appropriately.
6. PESTLE analysis:
a) Political aspects:
Political factors are associated with the rules and regulations that are linked with
government policies. These rules are attached while providing the services of the babies’
products and in order to engage the customers with their respective brand successfully. In this
way, they are linked with the trade laws and policy management, which they cannot ignore and

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need to maintain political stability (Mangram, 2013). It will ensure and will lead to economic
development and future growth. The company need to take the permission of the hospitals and
clinics in order to distribute their individual products and services (Fuentes, & Brembeck, 2017).
They need to acquire trade sanction and need to grant permission from legal bodies.
b) Economic aspects:
The company needs to think about the middle-class families, who may not be able to
afford the online prices and so, Bounty bags should always distribute the products free of cost to
every new parent. Rapid urbanisation along with expanding population, has been surfacing the
developing areas all across the baby products industry in Australia (Schurr, 2018). Therefore,
they need to invest more capital on the quality factors along with the services of the company.
The company should be aware of the reviews that the customers are providing and should
improve their goods and services accordingly. Health, as well as hygienic factors, should be kept
in mind before distributing their products.
c) Social aspect:
The company should develop a healthy relationship with all the family members and
should not think about the social barriers in their way of distributing the goods and services.
Society may differ from person to person so the company should not distinguish among new
parents (Schurr, 2018). They should deliver the goods and services irrespective of their caste,
race, and other societal problems. In this way, they will receive all the support from every new
parent and they may lead the industry in the upcoming future.
d) Technological aspect:
Technological advancements or smart technology helps to overcome the burden in the
production as well as the distribution of the goods and services (Osei, 2014). Safety measures are

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required to be kept in mind and they should take care of the designs as it should be appropriate
for the new parents and the expecting mothers (Inkwoodresearch.com, 2020). Natural resources
should be utilised and less artificial materials should be modified in order to support the designs.
It is the matter of health and hygiene so the company should be cautious enough to deal with the
technological advancements.
e) Legal aspects:
The company is abided by some rules, and they need to maintain the laws and policies
under their respective country. Therefore, it is not easy to sustain a business if one does not
follow three essential aspects including laws, customers’ satisfaction, and operations in order to
flourish in the marketing structure (Osei, 2014). Legal issues are linked with the sales department
and purchasing factors and it may influence the mechanisms in the stock market of the company.
f) Environmental aspect:
First and foremost essential factor is to be aware of child hygiene and caring about the
new parents and the expecting mothers Packworld.com. (2020). The growth is required to
develop by improving and increasing the utilisation of the natural-based products that can be
recycled in the upcoming future.
7. SWOT analysis:
a) Strengths:
Bounty bags have been distributing their products free of cost and have been receiving
immense appreciation, and the customers are attached to this brand from ages (Osei, 2014). Their
ultimate strength is their customers and hygiene conscious products that have led to their success
and growth in so many years.

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b) Weaknesses:
Competition is quite fierce and struggling in the market to sustain the brand is even
tougher. Therefore, they need to adopt more services and facilities and they should engage more
products for expecting mothers, especially some skincare products (Osei, 2014). They have
lacked in delivering various kinds of health-care products and should incorporate more in order
to increase their position in the market.
c) Opportunities:
The company can encourage its customers by offering more advantages and thus, there is
a chance that more customers will be attracted towards this brand. In this industry, promoting
free products should be done effortlessly and they have an opportunity to expand their business
in this industry (Osei, 2014). They can easily reach out to the middle-class families and lower-
middle-class and in this way, they can expand their customers’ graph along with their individual
satisfaction.
d) Threats:
Competition and procedures are the active threats in this industry and that it may affect
their position in the market. Competitors like Baby University Co Baby Box and Emma’s diary
are giving a healthy competition with their diverse range of products (Osei, 2014).

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Conclusion
Therefore, Bounty Bags should assemble more improved and natural products as they
need to keep in mind for securing the health of the mothers-to-be and new parents. They should
not overpower themselves by gathering more customers; they need to think about the
competitors in this industry. The company should distribute their goods and services in more
hospitals and clinics and they should offer more to the middle-class and lower-middle-class
people. The company should include more products and services on their online website.

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References
Babyboxco.com. (2020). Baby Boxes and Newborn Education | Baby Box University. Retrieved
9 March 2020, from https://www.babyboxco.com/baby-box-university/
Baueradvertising.com.au. (2020). Bounty Bags Collection Australia | Bauer Media Advertising.
Retrieved 8 March 2020, from https://www.baueradvertising.com.au/brands/bounty-bag/
Bountyparents.com.au. (2020). Bounty Bags - Bounty Parents. Retrieved 8 March 2020, from
https://www.bountyparents.com.au/bounty-bags/
Emmasdiary.co.uk. (2020). Baby & Pregnancy Advice for Mums to be | Emma's
Diary. Retrieved 8 March 2020, from https://www.emmasdiary.co.uk/
Fuentes, M., & Brembeck, H. (2017). Best for baby? Framing weaning practice and motherhood
in web-mediated marketing. Consumption Markets & Culture, 20(2), 153-175.
Inkwoodresearch.com. (2020). Global Baby Products Market Industry Trends & Analysis 2019-
2027. Retrieved 9 March 2020, from https://www.inkwoodresearch.com/reports/global-
baby-products-market/
Mangram, M. E. (2013). MAM Baby Products-Strategic Planning and Leadership Analyses.
International Journal of Management Cases, 15, 99-111.
Naumovska, L., & Milenkovska, A. (2017). Marketing to children: the impact of digital media.
International Journal of Academic Research in Business and Social Sciences, 7(5), 276-
283.

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Osei, E. (2014). Critical strategic analysis and leadership of a global company: A live case study
of MAM Baby Products Ltd. International Journal of Advancements in Research and
Technology, 3(8), 114-122.
Packworld.com. (2020). Baby care packaging attracts consumers, but environmental concerns
persist. Retrieved 9 March 2020, from
https://www.packworld.com/home/news/13376960/baby-care-packaging-attracts-
consumers-but-environmental-concerns-persist
Schurr, C. (2018). The baby business booms: Economic geographies of assisted reproduction.
Geography compass, 12(8), e12395.
Sheehan, A., & Bowcher, W. L. (2017). Messages to new mothers: an analysis of breast pump
advertisements. Maternal & child nutrition, 13(2), e12313.
Webb, H., Street, J., & Marshall, H. (2014). Incorporating immunizations into routine obstetric
care to facilitate Health Care Practitioners in implementing maternal immunization
recommendations. Human vaccines & immunotherapeutics, 10(4), 1114-1121.