Organico: A Business Innovation Project for Organic Baby Food Market

This project analyzes Organico, an Australian company specializing in organic baby food and beverages. It presents a detailed business plan, including market analysis, consumer preferences, and the growing demand for organic infant food. The project outlines the company's business model, emphasizing its focus on offering high-quality organic products such as formula, cereals, rusks, milk drinks, and ready-to-serve baby foods. It utilizes the Business Canvas Model to illustrate key partners, activities, value propositions, consumer relationships, resources, channels, consumer segments, cost structures, and revenue streams. Furthermore, the project highlights critical success factors, including unique advertising and public relations strategies. It also details how social media platforms like Facebook, Twitter, YouTube, and Instagram will be used to communicate with the target market and gather customer feedback. The project also covers important information about baby food, including the importance of chemical-free products, appropriate packaging, and adherence to strict government regulations. The project concludes that organic baby food items are the best substitute, and proper utilization of advertisement and business communication is the key to increase sales, revenue and goodwill.

Business Innovation in Baby
Food Products: Organico

INTRODUCTION
■ Organico is an Australian Company that will have its business
operations in offering organic food and beverages (Organico.co.uk,
2018).
■ The company is an efficient organic infant formula producer
■ The idea of new infant organic food business of Organico relies in
trend change within the market along with consumer preferences that
impacts the consumer trends in infant organic food market.

INTRODUCTION
■ The proposed business model
developed for the company
facilitated in recognising the
segmentation and cost that
are experienced by the
organization.
■ This company will offer
organic food products for
young children that offer
formula and toddler cereals,
rusks and milk drinks along
with ready to serve baby
foods (Beal, 2015).

JUSTIFICATION OF THE
PROPOSED BUSINESS
■ Children require particular
nourishment when they initially
start eating.
■ The food must be soft yet
nutritious, and it's ideal if the
nourishment is advantageously
packed (Seidel et al., 2014).
■ Child food organizations make this
kind of nourishment.
■ They prepare the baby food, and
after that offer it straightforwardly
to clients or through retailers.

JUSTIFICATION OF THE
PROPOSED BUSINESS
■ Numerous guardians need to give their youngsters the most flavorful
and nutritious infant food conceivable in organic varieties (Falguera,
Aliguer & Falguera, 2012).
■ This motivation has prompted noteworthy development in the
business as of late.
■ As indicated by Zion Market Research, the worldwide infant food
showcase is on course to be a $76.48 billion industry by 2021.
■ Organico utilizes each significant accomplice and also exercises in
enhancing the business viability for betterment of their products and
increasing their business.

THE BUSINESS IDEA
■ Organico is an Australian
Company that will have its
business operations in offering
organic food and beverages.
■ The company is an efficient
organic infant formula producer.
■ This company will offer organic
food products for young children
that offer toddler cereals, rusks
and milk drinks along with ready
to serve baby foods (Parvin et
al., 2014).

THE BUSINESS IDEA
■ Organico is created in a way that every one of the parts of the business canvas is
centered around offering buyers with the best product in the baby food genre.
■ The channels alongside cost structures of Organico are related together to obtain
high incomes from higher shopper gathering.
■ Additionally, inside the organization's procedure of offer alongside key accomplices,
the organization has concentrated on unmistakable customer centered techniques.

BUSINESS CANVAS MODEL
■ Key Partners- Team of brands and many more, Subsidiaries,
Advertisers, Associates.
■ Key Activities- Supply chain management, Sales, Direct purchasing,
Merchandising, Refresh stores.
■ Value Proposition- Supermarkets, Home improvement, Wide range of
promotions and discounts

BUSINESS CANVAS MODEL
■ Consumer Relationship- consumer first team organizational culture,
Users community, Price based, Consumer satisfaction, Being a
member of loyalty program considers attracting consumers in market
by means of offering high discounts.
■ Key Resources- Anticipating trends for making space for new products,
Presence, Brand, Know-how.
■ Channels- Organic product stores, Social media, New delivery options,
Supermarkets, Websites, Coupons.

BUSINESS CANVAS MODEL
■ Consumer Segments- Wide market, Consumers those are price
sensitive.
■ Cost Structures- Presence, Assets, Offices, Advertising and marketing,
Salaries, Rent, Maintenance, Licenses, Taxes, Cost of goods, Logistics
expenses.
■ Revenue Streams- Online sales, Retail sales.

CRITICAL SUCCESS FACTORS
■ In obtaining the competitive
advantages the organization has
developed several new infant
organic products that can affect
the food market along with
facilitating quality services
(Harding, et al., 2014) .
■ Unique advertising power and the
public relations serves as the
major critical success factors for
the organization by means of
newspapers, media use and the
journals.

CRITICAL SUCCESS FACTORS
■ The new business idea of opening the organic food business offers increased job openings
which offers jobs to the people within the host countries which works within the
supermarkets.
■ Prices offered by the company is cheaper and affordable in comparison to the competitors in
the market.
■ Through selling organic products the organization is observed to obtain increased market
share.

HOW SOCIAL MEDIA WILL BE
USED
■ The idea of Infant organic food is innovative and it will require proper
communication plan in order to make the target market understand
the utility and the advantage of the product.
■ The social media platforms that will be used in the process of
communication are: Facebook, Twitter, YouTube and Instagram.
■ All the accounts will be linked with one another so that if a post is
uploaded in one of the platform others automatically get updated.

HOW SOCIAL MEDIA WILL BE
USED
■ Facebook: The Company will have
their official page in the platform
which will have all the information
regarding the products and how it
should be used especially the
advantages it has over the other
packaged food items for infants.
■ Twitter: this platform will be used to
collect feedbacks and understand the
views, needs and requirements of the
customers. The company will tweet
and re-tweet the conversations will the
customers and will use this platform to
understand the market better

HOW SOCIAL MEDIA WILL BE
USED
■ YouTube: skipable advertisement will be the paid promotion in
Youtube. This is the same audiovisual which will be used in all the
platforms in order to maintain parity. There will also be banner ads.
■ Instagram: the company will have a page and will also choose to
promote in the banner advertisements.
■ An audiovisual advertisement will be made which will be circulated in
the social media platforms that are mentioned above.

INFORMATION ABOUT BABY
FOOD IN BLOG
■ The products must be free from any
kind of harmful chemicals or
preservatives as these will be
consumed by little babies with very
little immunity power to fight against
harmful microbes or preservatives
(Nepalia et al., 2017).
■ The packaging of the baby food
should be done in a way that will
help in preserving the products
inside for a longer time without
usage of any harmful preservative
compounds within the baby food
(Bentley, 2014).

INFORMATION ABOUT BABY
FOOD IN BLOG
■ The companies developing baby food an products must be also
careful that there is no flavors or colors used that may pose harm to
the baby or threat to the baby’s health.
■ The administration and government of most of the countries have
strict regulations about baby food.
■ There is much level headed discussion on what kind of food to be fed
to the babies in their early years.
■ Australian proposals recommend beginning with press containing
nourishments, including “iron-braced baby grains, poultry or cooked
tofu and vegetables.

INFORMATION ABOUT BABY
FOOD IN BLOG
■ Four out of ten babies in Australia have indications of hypersensitive
sensitization and there is much verbal confrontation in the matter of
why this is going on.
■ The present proposal isn't to defer the presentation of any very
allergenic solids, anyway to present food’s each one in turn to help
screen for responses to nourishments.
■ On the off chance that the infants build up a rash, swelling, the runs
or heaving after a eating a particular food, this product will ensure
that nothing of that kind will happen.

CONCLUSION
■ It can be concluded that the world is increasingly interested in organic
products.
■ The baby food is one of the products that requires to be safe and
organic because of the individuals who consume such products.
■ The babies needs to be protected from harmful artificial substances.
■ Organic baby food items are the best substitute.
■ The parents and guardians are worried about the quality of food
provided to the babies.

CONCLUSION
■ In a situation where safety strategy was implemented within the
organization, it is also recommended that the new idea of the
Organico must be adequately implemented in alignment to the
business canvas can have a drastic impact and can reach a great
number of consumers in a short time frame.
■ Organico can utilise the present market conditions to increase the
sales of its own products.
■ Proper utilisation of advertisement and business communication is the
key to increase sales, revenue and goodwill.

REFERENCE:
■ Beal, J. A. (2015). Organic Baby Food. MCN: The American Journal of Maternal/Child Nursing, 40(2), 129.
■ Bentley, A. (2014). Inventing Baby Food: Taste, Health, and the Industrialization of the American Diet (Vol. 51). Univ
of California Press.
■ Falguera, V., Aliguer, N., & Falguera, M. (2012). An integrated approach to current trends in food consumption:
Moving toward functional and organic products?. Food Control, 26(2), 274-281.
■ Harding, C., Frank, L., Van Someren, V., Hilari, K., & Botting, N. (2014). How does non-nutritive sucking support infant
feeding?. Infant Behavior and Development, 37(4), 457-464.
■ Nepalia, A., Singh, A., Mathur, N., & Pareek, S. (2017). BABY FOODS CAN ALSO HAVE TOXIC SIDE EFFECTS: A REVIEW.
■ Organico.co.uk. (2018). Welcome To Organico : Organico. Retrieved from http://www.organico.co.uk/
■ Parvin, R., Satter, M. A., Jabin, S. A., Abedin, N., Islam, F., Kamruzzaman, M., & Paul, D. K. (2014). Studies on the
development and evaluation of cereal based highly nutritive supplementary food for young. International Journal of
Innovation and Applied Studies, 9(2), 974.
■ Seidel, K., Kahl, J., Paoletti, F., Birlouez, I., Busscher, N., Kretzschmar, U., ... & Baiamonte, I. (2015). Quality
assessment of baby food made of different pre-processed organic raw materials under industrial processing
conditions. Journal of food science and technology, 52(2), 803-812.