HiPP Organic's Good Morning Milk Powder: UK Market Analysis & Trends

This presentation provides a market analysis of HiPP Organic's Good Morning Milk Powder in the United Kingdom. It begins with a product description, highlighting the organic formula and its nutritional benefits. The analysis covers key market trends, noting the UK's position as a major organic market and the growing demand for organic baby food. Competitor analysis identifies key players like Ulula, Aptamil, SMA, and Cow & Gate, using Porter's Five Forces model. The presentation also examines customer attitudes, segmentation strategies (demographic, behavioral, psychographic), targeting approaches, and positioning tactics. Finally, it discusses the product, price, promotion, and place strategies employed by HiPP Organic to successfully launch and market its Good Morning organic milk powder. The presentation concludes that HiPP is a renowned organization delivering efficient quality organic baby food and milk products.

HiPP organic powder
milk

INTRODUCTION
Breastfeeding provides the best nutritional value to the newborns, however, many-
times, it is not possible for all mums. Formula Milk is now a healthy alternative or
substitute available to the mothers which provides necessary nutritional content to
the babies to grow & thrive. Thus, it is decided to launch Formula Milk by
Organic baby food supplier, HiPP Organic. The presentation aims to examine the
key trend, opportunities and competitive threats for the selected organization.

Good Morning Milk Powder

PRODUCT DESCRIPTION
• HiPP limited is the organization which specializes in producing organic food for babies and
toddlers.
• There are eight types of organic milk powder manufactures by HiPP limited.
• The management of organization desire to launch a new product named Good Morning organic
milk for babies.
• It will contain organic formula which is specially formulated using online finest organic milk
that contains Omega 3 and 6 LCPs(Long Chain Polyunsaturates) which helps the development
of the brain, eye, and nervous system.

MARKET ANALYSIS
• As the management of HiPP desires to launch new product which is Good Morning
Milk powder for babies. It will be available across United Kingdom through retail
stores like Sainsbury, Asda, Waitrose, Tesco, HiPP shop and Morrisons. They are
going to promote it using television commercial and online advertisement.
• The product will be promoted through TV advertisement, newspapers and online
promotional techniques so as to generate more demand.

Key Market Trends
United Kingdom holds 6th position for largest organic market internationally.
The organic product market share for baby food is around 10.3% in United
Kingdom with growth of 5.3% in every year.
UK baby food market is expected to increase from US $1030.1m to US
$1,056.9m, in this, Milk formula segment is considered as the key market
segment . It is mainly driven due to increase in number of working women,
more discretionary spending and parents preference towards nutritional baby
food products.

Key Market Trends
• The market value of organic has been calculated aro und£150 million and
is been growing on at rate of 3.3% year on year.

Key Market Trends Cont…
The total milk market in United
Kingdom is currently worth £2.9
billion and while value has grown
0.2% over the past year, volume has
fallen 1.8%.

Key Organic Competitors
• The key organic competitor of the
organization is Ulula, Aptamil, SMA and
Cow & Gate.
• There is stiff competition between all the
organisation and HiPP.
• To analyze the power of competitors, Porter
Five Force model has been applied:

Key Competitors Cont.
• The key competitor of the organization is Ulula, Aptamil, SMA and Cow
& Gate.
• There is stiff competition between all the organisation and HiPP.
• To analyze the power of competitors, Porter Five Force model has been
applied:

Current customer attitudes/ behaviours
• Organic formula milk consumption has increased since from last few
years as a direct impact on customer health, lifestyle and social
convenience and for a sustainable environment.
• At present people started purchasing organic products and buy for their
children also in order to stay healthy. Consumers have raised great interest
for a healthy and tasty diet with the high nutritional compound.