Marketing Plan for Natural Baby Care Products - University Assignment

This marketing plan, developed for Natural Baby Care Product Limited, focuses on the production and marketing of natural and organic baby care products. The plan encompasses a detailed business overview, including product descriptions (baby cream, oil, shampoo, diapers, etc.), a vision and mission statement, and a comprehensive market analysis. It identifies the target market as newborns and children up to age four, outlining a marketing strategy that prioritizes understanding customer needs and competitor analysis. Financial aspects include sales forecasts, SWOT analysis, and pricing strategies aimed at lower and middle-income earners. The plan also addresses customer demographics, key customers, competitor analysis, and environmental/industry factors. Advertising and promotional strategies include print and social media campaigns. The report concludes with monitoring and measurement activities to assess the impact of the marketing efforts and ensure ongoing relevance and effectiveness. The goal is to establish the brand nationwide and expand into Asian markets, aiming for a 9% sales revenue increase.

Running Head: Marketing Plan
Marketing Plan for Baby Products
Name of the Student:
Name of the University:
Author’s Note

1MARKETING PLAN
Executive Summary
The following marketing plan is based on the production and manufacturing of baby cared
products named as Natural Baby Care Product Limited. However this firm will cater the
audience with small, medium and large size products. In the recent trend it is examined that
the customers prefer paraben free products and like to use products which are natural and
organic. There are various types of product that will be catered by this company. The price of
the product is set keeping in mind the lower income and middle income earners. The baby
care products are famed by size; sort and worth however public find small size products to be
suitable for the period of travel time. On the other hand the goal of the company is to cater
the market all over the country and then develop the production in Asian countries as well.
However the marketing strategy that will be adopted by the business is to first know the
necessities of the customer and arrive at a conclusion in order to know the effectiveness of
the new brand available.

2MARKETING PLAN
Table of Contents
Business Overview.....................................................................................................3
Products/Services.......................................................................................................3
Vision Statement........................................................................................................5
Goals/Objectives........................................................................................................5
Mission Statement......................................................................................................5
The Market.....................................................................................................................5
Target Market.............................................................................................................5
Marketing Strategy.....................................................................................................5
The Finances..............................................................................................................6
Sales forecast..............................................................................................................6
Business Overview.........................................................................................................6
S.W.O.T. Analysis.....................................................................................................6
Market Position..........................................................................................................7
Unique Selling Position..............................................................................................7
Anticipated Demand...................................................................................................7
Pricing Strategy..........................................................................................................7
Value to Customer......................................................................................................7
Growth Potential........................................................................................................7
Customers / Clients........................................................................................................8
Customer Demographics............................................................................................8
Key Customers...........................................................................................................8
Customer Management..............................................................................................8
Competitors....................................................................................................................8
Marketing Research...................................................................................................8

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Market Targets...........................................................................................................8
Environmental/Industry Analysis...............................................................................9
Marketing Strategy.....................................................................................................9
Advertising and Sales...................................................................................................10
Advertising and Promotional Strategy.....................................................................10
Social Media Strategy..............................................................................................10
Sales Strategy and Distribution Channels................................................................10
Monitoring/Measurement Activities............................................................................10
The impact of your marketing should be a periodic activity...................................10
Reference......................................................................................................................11

4MARKETING PLAN
The Business-
Business Overview
The baby care products market consists of many types of products. The variety of
products catering the kid section of the market will comprise of elements which are chemical
free and will be natural based consisting of 95% of organic and natural ingredients. Most of
the consumers prefer natural products for their new born babies as they are free from
chemicals. Keeping this in mind the company is planning to manufacture products for the
babies which are paraben free. The population of United States is increasing day by day and
hence there is an increase in demand for baby products which are organic and natural based.
The consumers in the country are increasing and are also capable in providing an immense
consumer based to the firm marketing (Martins, 2019). The business or this venture will be
named as Natural Baby Care Product Limited. The baby care products are distinguished by
size, type and price however people find small size products to be convenient during travel
time. The products that be manufactured are baby cream, oil, shampoo, diapers, herbal body
oil, baby wipes, baby powder, skincare ointments, baby nail clipper or scissor and baby
bathing liquid soap.
Products/Services
The natural baby care products in US have been showing a positive term in the market
as there are various competitors in the market. The aim of the firm is to establish products
which are a need for the customer. The product features for baby products are used for infants
and children under the age of four. Some of the features included in the product are:
 All natural- no artificial fragrance or color
 Paraben, oil, lead and mineral free
 No sign of animal testing
 Mild
 Non-irritating
 Formulated to protect the new born skin
 Twenty-five cent from each product will be donated to any non-profit organisation
that looks after the orphan children with the mission to help the abundant children and
treat them for a common purpose.

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However the various products offered for Natural Baby Care Product Limited are:
Baby cream
 Will comprise of bottles and tubes of 100gm and 50 gm (clinically proven mild)
 Milk protein, vitamin and no added paraben
Oil and shampoo
 Available in bottles: 100ml and 150ml
 Mineral oil or avocado
Diapers
 Comes in a pack of 5 units, 15 units, 50 units and 100 units.
Herbal body oil
 Free from paraben and comes in 200 ml bottle
Baby wipes
 Available in 10 unit and 50 units pack.
Skincare ointment
 Dermatological tested
 no added paraben
 Helps to heal wounds
Baby nail clipper or scissors
 Available in a package of 5 units and 10 units
Baby bathing liquid soap
 Contains argan oil
 100% soap free and comes in 100 ml bottle.
Vision Statement
The vision statement is to cater the new born babies with products manufactured from
the most trusted firm.

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Goals/Objectives
The goal of the firm is to provide the parents with an opportunity to stop in a retail
store and provide them with products which are natural or organic and free from artificial
fragrance and is also chemical and paraben free. On the other hand the goal is to cater the
market nationwide and then expand the business in Asian countries. Hence it will also aim to
increase the sales revenue at a rate of 9% as the market share is growing.
Mission Statement
The mission of the firm is to provide the mothers a risk free pregnancy management
where they can easy afford to but the products that covers almost all the health care products.
The Market
Target Market
The target market for Natural Baby Care Product Limited is the new born babies and
the children below the age of four.
Marketing Strategy
The business strategy for Natural Baby Care Products is to serve the customer’s
needs and wants. The strategy that must be adopted by the business is to first know the
requirements of the customer and reach them to create the effectiveness of the new brand
available (Brito & Martins, 2015). The first step is to know the strength of the competitors in
the market and shortlist them. Secondly it is important to create awareness with the assistance
of various media and focus in distribution of the product to maximum retail outlets. With
concern to the products of the new born babies the company is focusing on simple
demographic and socio-cultural factors.
The Finances
Sales forecast
There are three shareholders of the company and hold their initial part of their shares
subjected to capital gains. Keeping in mind the middle income earners of the society the

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products have been priced at an average rate (Linares, Merigo & Ferrer-Comalat, 2015). The
future sales is estimated to reach up to a growth of 9% and is also planning to open market in
internationals countries with the inclusion of increasing the product in the product line.
Business Overview
S.W.O.T. Analysis
Strengths
 Natural based products.
 Priced with minimum profit margin.
 Available in maximum retail store.
 Variety of products in different
weight and size
 Detail information on the label of the
product.
.
Weakness
 Rival firms or competitors.
 Transportation facility.
 Delivery
 Online shopping
 High price for imported products
Opportunities
 Less online shopping
 Mo regions restricted
 Expanding market for foreign users.
 Minimal competitors in selling
organic products.
Threats
 Giving out in lowest cost
 Product backlog causing failure.
 Easy to copy.

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Market Position
The market position for this company is aimed to be ranked among the biotech and
pharmaceutical company in the world as the best organic and natural brand. The business is
structure as a oligopolistic market and the segment of the brand is dominated by three major
competitors Kimberly Clark, Johnson & Johnson and Procter & Gamble.
Unique Selling Position
The USP of this brand is to introduce innovative products with average pricing
strategy with world’s recognition and trust (Parthasarathy, Aoyama and Menon, 2015).
Anticipated Demand
As per the record of global baby care product market which is estimated of 5.2%
increase in population in every two days. The market is primarily driven by raising the health
care brand for the baby.
Pricing Strategy
The pricing strategy of the products is marked for the lower and middle income
earners who can easily afford to purchase brands. This would lead to an increase in sales and
as a result the company would generate high revenue.
Value to Customer
The value to customer is just worth it as the products are designed with minimal profit
margin and is easily affordable by the lower and middles class people.
Growth Potential
The growth potential for our bath is to cater and deliver value to the customers.
Natural Baby Care Products will be committed to develop procurement relationship based on
trust. We aim to divide the enlargement while maintaining the highest principles thoughts
industry-leadings suppliers’ innovative, quality and reliability.

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Customers / Clients
Customer Demographics
The company would target the consumer segment is based on the demographic
segmentation (Reisenwitz & Gupta, 2016). The brand would segment based on the age of the
consumer as the target market is the new born babies and the children up to the age of four.
The company would segment the market on income which would be referred to economic
segmentation.
Key Customers
The key customers for this brand will be the infants and the children below the age of
four. The parents will be the sole buyers of the products.
Customer Management
The management comprise of the process of managing the relationship between the
company, its employee and its customers. It is important for the company to align with the
strategies of the customer.
Competitors
Marketing Research
According to the marketing research of the baby healthcare products it is found that
the parents are in need of organic and paraben free products for their kids. They are also
looking for quality products which come in small sizes and are easy to carry while travelling.
Market Targets
The following are the top rival firms of the company (Douglas, 2019):
 Kimberly Clark
 Johnson & Johnson
 Procter & Gamble
 Gerber Products Company

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Environmental/Industry Analysis
Political
 Industry sufficient regulation and rules
 Relationship between US and other countries.
Economic Buyer power of customers
Social Customer preference
 Changing value among the growing population
Technological Involving recent technology
Legal Introduce trade regulation
 Introduce the policy of health care
Environmental Environment rules and regulations
 Environmental and global warming issues.
Marketing Strategy
The product strategy is designed as per the requirement of the customers and there
will be more new products in the product line. On the other hand the promotional strategy
will be presented in the distribution section and will be sold in malls and grocery stores.
Advertising and Sales
Advertising and Promotional Strategy
The advertisement of the baby health care brand will be advertised on the basis of
print advertisement medium (Adefulu, 2015). The hoardings and banners will be placed on

11MARKETING PLAN
the road; the short commercial will be advertised on the social media. The channel chosen for
the advertisement is Facebook, YouTube and Instagram.
Social Media Strategy
The social media adopted by the company to advertise its brand is YouTube,
Facebook and Instagram. This strategy is adopted because most of the population of US is
prone and heavily uses all sorts of social media (Mills & Plangger, 2015). This will help to
create an awareness of the brand.
Sales Strategy and Distribution Channels
The sale of goods will take place in various retail grocery stores of US market. The
products will be distributed typically by segments of sales operation and focus on different
selling vessels (Batzer, 2019). There will be employee who will be given the responsibility of
dealer, sales team, retailers and direct marketing.
Monitoring/Measurement Activities
The impact of your marketing should be a periodic activity
The impact of my marketing is important because the monitoring analysis
which will be conducted in the marketing channels will give the entrepreneurs a chance to
measure the customer’s reaction in order to provide a relevant content to the customers.
Hence the measuring activities will comprise of regular check in sales department and
manufacturing sector.