Marketing A New Baby Food In Sweden For Nestle

The order that is mean to introduce a impertinent bollix intellectual nourishment harvest in Sweden al m oddment has a presence and it is among a group of companies that be nether nose Nordic w here former(a) hold tight companies that be operating in Denmark, Finland, and Norway argon under and these four companies work in concert and submit Nestles operations in Northern Europe.This means Nestle is non natural for Sweden where it is selling a bod of products among which in that respect atomic number 18 a few sis nutrient products such as Bona and Piltti that cede a wide range of hopeance among those that be using dresser draw make step forwards. 1 The sis food dividing line had been and still is lucrative blush if it is a in truth subtle atomic number 18a of business that has a fold of controversies around it only because in that location be a big number of organizations that atomic number 18 against nipple win out substitutes and had been hi ghlighting the problems that are related to it.2 Because of that the phoner had always been on the defensive in order to do business in this particular sector and it had made a concession with consumers and the interested members of society, by putting a statement away on the genuinely outset declaring that at that place is nonhing better for a child than the obtains draw and e rattling mother had been encouraged to use tit milk at least for the first four to six well-nigh month, correct more if accomplishable.The only magazine the troupe recommends the use of its mother milk substitutes early on is whenever mothers are not in a attitude to provide heart milk for their children, which could be because of a premature bear of a child or when the mother is either sick or deceased. Since it is not always possible to find steadfast nurses the detractor milk substitutes number close to what the embrace milk bequeath provide the immature children. 3There are a few prob lems surrounding breast provide where if almostway mothers operate using the breast milk substitute early in a childs life the possibility that their own indispensable milk producing process could be disrupted and they entrust redeem no choice other than to depend on the breast milk substitutes that are scientific wholey proven to be as good as a breast milk, albeit some shortcomings where the breast milk is proven to draw a natural immune shapeing mechanism that go away enable children to bear on disease better.At the same cartridge clip in the absence of the scientific every(prenominal)y affect and manufactured baby foods such as what Nestle is selling in Sweden, it is catchy to come up with a baby food chemical formula that could be prepared at syndicate that will have all the required nutrition, and the only substitute that could come close to the mothers breast milk, which is cow milk is not digestible by a small childs metabolism process creating problems such as anemia in addition to forcing the childs system to overhear a large amount of calcium and fat that it is not ready to do so.4 Because of all these controversies organizations such as the World Health system of rules (WHO) had to intervene and come up with a code that every company that is manufacturing and selling baby food products will have to adhere to and it has the check for of all government bodies. The particular code is not new to Nestle that had been applying it for all these years, but when it is time to come up with a new baby food product and merchandiseplaceing it effectively, in that respect are difficult procedures to follow, one of them being the code has to be observed.The main focus of the WHO regulation is in preventing such companies that are grocerying baby food products to have a direct access to mothers and to regulate the interaction they could have with those who are providing them essential services such as physicians, nurses, and other healt h ingest business staff, because those who are against companies that are coming up with breast milk substitute products believe that mothers will have to be protected from their marketing ploy as much as possible, at least for the first six months of a childs life.5 Such approach is difficult since nearly mothers living in societies such as Sweden will be strapped for time because most of them could be working outside of the home and nature itself is such that if the breast is not used continuously after have got it will stop producing milk. And in between the mother milk advocates believe that if mothers are not approached with various marketing tactics this problem could be averted and mothers will start to exhaust breast milk right after birth up to six months and more if possible.Without disputing this assumption, it is not difficult to visualize the vault a marketing team that is trying to promote a new product that the company had gotten a permit to manufacture and put into the market has to overcome. Nestle had been focusing lately on what is called spotal or nutraceuticals baby food that has a dual purpose of serving as a nutritional breast milk substitutes while at the same time it has medicinal advantage that the children using the product will be pull aheaded from.6 The company did not want to come up with a new shout for a product and what it did was it took one of its habitual products Piltti and micturated a different strain that is converted into a functional baby food and simply named it functional Piltti. In doing so it added three ingredients, selenium which is a substance that helps the system get rid of harmful oxidants since it is a proven antioxidant that has the capacity to rick harmful radicals that appear in the tree trunk into innocuous water and oxygen.The endorsement ingredient it added was nucleotides whose main function is helping the growth of good bacteria in the gut so that the gut mess fight gravid bacteria and this ingredient is available in breast milk change children to build a natural immune system. And when children are using breast milk substitute formula, unless(prenominal) this substance is added they could be vulnerable to many soft of diseases, one of the reasons breast milk advocates had been highlighting, although it could be solved by simply introducing this substance into baby foods, which nestle did.The third ingredient was beta-carotene whose main function is to create a fortified immune system in the body since it is an antioxidant and it besides helps in developing good vision early on, as well as it adds to the good development of the skin. 7 These are ingredients that are divinatory to raise the eyebrows of mothers and their pediatricians who are mostly responsible for recommending what miscellany of baby food formula is good for the new born(p) children.From the outset the team knew that it has a lovely product on its hand and this product is expected to can nibalize the fixedness Piltti in the long run, which is a little bit cheaper, but it is also presumed to beat many of the competing products that have not yet introduced functional baby food products in their baby food product line, even if their staining up quickly is imminent.However, until that happens the team was aware that thither would be a window of time the company could do a quick profitable business. They have everything at their disposal except that they were aware of the WHO Code, which stipulates rules that make all the areas where an effective promotion could have taken place off limit.They are not allowed to have a direct contact with pregnant women or mothers of small children, although in todays marketing campaigns that aptitude not be essential, yet sometimes it is possible to come up with events where a close interaction between the marketing team and those who would be at first hand users of their product would have been possible. Because not only they can educate the mothers nigh their products but also they can give out samples and gifts that will build good relationship, which the code prohibits nonetheless.8 It is not only that they cannot advertise using the cognize methods where they can put their ads on billboards, distribute brochures, or give out samples. All that can be carried out is done approved institutions by the WHO Code and if any of the allowed institutions are engaged in well-favored out free samples that are allowed to receive free samples from the manufacturers they have to make surely that there will be enough supply for the twisty mothers for as long as they need it.This is so because this tactic had been highlighted where marketers and distributors of baby food products would usually start giving out free samples and if the mothers become helpless on it at the earlier stage of their breast feeding days and avoid breast feeding it will affect their ability to bring up milk leading to their forced depend ency on the substitute, which would mean they will be forced to buy the breast milk substitute products. Those who readiness not afford it could harm the public growth of a child, which is a justifiable cause to be concerned about.9 Therefore, there are very limited channels the marketing team could be promoting through and spotting those channels is very important. In addition, it is important the marketing team as well as the company should know that their new product should sire at those that are four months old and higher in normal circumstances and the only exception is when the mothers are not in a position to do breast-feeding for various reasons, there are no wet nurses, and at times access to breast milk banks magnate not be available since there are some of them in some communities.This would mean their marketing interaction is severely limited to interacting with health care personnel only and it is through them their would be customers will be ameliorate to use thei r product as advertising to the general public is not allowed. Marketers do not have permission to show their existence at the point of sale, put posters, or any other means of advertising to promote their products.They cannot solicit mothers today or indirectly or cannot give them gift nor free samples. Even if the health care system has the prudence of recommending the use of breast milk substitutes, they cannot allow their workplace for promoting any kind of such products. Nor any of the staff of such establishments have permission to accept any notes from distributors and manufacturers of such products.But at least if the government activity butt against it beneficial they can make arrangement where pregnant women and mothers of young children to be educated or to be informed by a gross revenue team, but the purpose of the meeting is far from pitching a product and it will be educational, where they will always be advised there is nothing better than breast-feeding for the newborn children. The labels on the products should not display a childs picture and labels should clearly describe what the ingredients are, how to prepare it, and at what kind of temperature to store the product.In addition, they have to testify that the substitute does not come near to breast-feeding and the message will have to be to the point, without idealizing the breast milk substitute. The overall scenario when promoting baby food formula resembles medicine where there are go betweens who are the health officials and the authorities, and manufacturers of medicine target physicians when it comes to promoting their product since they are the ones who would subscribe it to their patients.Furthermore, almost no medicines are available without prescription, even if there are a few over-the-counter products. With the same token, even if the breast milk substitutes could find their way into grocery stores or even do drugs stores where anyone can pick them off the shelf without pre scription, the consumers of such products could get their instruction from health workers only or from the labels that are required to follow some procedures, and marketers should not try to reach the direct consumers who are mothers of young born children or expectant mothers.Therefore, the team only had to approach a devoted number of institutions, mostly health establishments, where they are allowed to distribute their samples, gifts, and educational corporeal so that the health officers will be informed about the benefit of their products and crystalise it on to the mothers of the young children.Due to this restriction the cost and the effort involved in marketing a baby food brand is not very high since they are not allowed to put billboards on the highways of some(prenominal) comminutes, or they do not have to advertise on TV, print, or are not allowed to print brochures and distribute them to the public, but they can pass such material to the health officials to help the m with their educating the mothers. Hence, the undertaking would not be expensive since doing it in a continuous basis until the product becomes popular is not required as the side is when promoting other products.Instead, what is involved here is arranging an appointment with the involved officials or at times, all it might take is visiting these establishments in person that might number less than hundred. Since such officials are not allowed to ask any payment directly or indirectly that also saves the company a lot of money and it can focus only on samples and at times gifts, to be given to the mothers through the health officials in a form of utensils and the like. Nevertheless, giving physicians bounty is a common practice in the pharmaceutical exertion since it is through them all the manufactures are selling their products.When it comes to baby food market it is not allowed, yet the sales team had started taking note to give ear if there will be some that will qualify in the long run for a preferential treatment and if there is a possibility of getting around the restriction to introduce a bonus even if the code prohibits it, but since it is a marketing scheme there has to be some way of compensating some of the health care workers who would recognise to recommend the particular Nestle product for their clients when there are other competing products, because even if Functional Piltti is new in the market, it might not take more than three months for the other manufactures to come up with similar products. Consequently, the stock of the sales team is cut out for them where they have made a list of the establishments that are responsible for advising mothers and expectant women what kind of breast milk substitute to use. The theorise of the establishments that are medical and health care centers, hospitals and closed-door pediatricians is to educate the mothers when to start mixing the breast milk substitute with their breast-feeding and what t otal and frequency to use, a knowledge they would acquire from the manufacturers and from their own experience as a health care officials.There is always a department at the bigger institution that will deal with the various marketers and when the need arises it is possible to arrange a one-on-one appointment and the promoting and the education process could take any form and any length of time. But the anticipated end resolving power is in due time the company will start selling its products, either through the drug stores of big hospitals and health centers that can arrange to receive a shipment or the mothers will have to go and buy it from outside market once it is recommended to them by the health officers. And here the other job of the sales team will plain in because they have to go around to talk with the retail establishment, big and small, in the cities they are operating, which will require an extended travel as sometimes they have to cover the outskirts of the city as well as the outlying regions.There is a huge competition to get space in the crowded shelves of retailers that will have to be convinced that the product is deserving their recommendation and meets all the legal requirements to be sold for the public, which is part of the job of the sales team to furnish proof and explanation. This is also a very crucial part of their job, although at times it could be done through the distributors. However, the smaller retailers that are not chain stores might have to be approached individually or it might be the job of the distributors to convince them to hunt down the new product that should attract many buyers because of what it is offering, which is not only ludicrous but functional foods are new even for the general food market that is catering for the adult buyers.After doing that, the particular brand depending on its popularity might start to sell itself, where distributors and retailers would want to put it in their stock and on their s helves because it is selling well, and when that point is reached the sales team could say their job is partly done, but they can still search for new locations and retailers in the same regions or in other regions. The conclusion is the baby food market is a highly regulated market and it is similar to the pharmaceutical market where manufacturers do not have a direct access to the buyers and users of their products, because of the sensitive nature of what is involved, which is the life of young children whose growth could be harmed irreversibly if they are not given what they exactly need for their normal growth from the beginning.Even if there is no outright opposition to the existence of the breast milk substitutes, the authorities and other concerned groups would have preferred if mothers start using it between four and five months, but since that might not be possible because of the nature of the life of the mothers themselves who could be working outside of the home, which w ill result in their being time strapped, and instead of preparing food for their children at home it will be easier for them to pick the substitutes form the various stores and mix the feeding process with their own breast-feeding since it is proven to be vital for the children. Similarly, the existence of the breast milk substitutes will become handy for children whose mothers cannot breast-feed them for various reasons that were mentioned earlier, and in their case the breast milk substitute will come close to breast milk and they will grow up healthy as there are sources that are saying even if people simply wanted to believe that breast milk is better for the child and it will create some kind of bondage between mother and child, in existence the substitutes are proven scientifically to be as good as the breast milk if not better.Therefore, any company that is selling baby food, which has a global market of close to $21 billion a year will have to go over many vault to put th e substitute on the hands of the mothers that will use it to feed their baby properly and everyone will be benefited at the end of the day. 10 acknowledgement 1. Nestle in Northern Europe. Retrieved from the sack on April 5, 2007. www. nestle. se/neobuilder/200108091943_6622_3b72cbb9544e1. hypertext markup language 2. Baby viands Business Assessment. Retrieved from the clear on April 5, 2007. www. researchandmarkets. com/reports/3492 3. Baby Food Industry Lobbies WHO. Retrieved from the Web on April 5, 2007. www. bmj. com/cji/content/full/321/7273/1411 4. The Ecologist. Retrieved from the Web on April 5, 2007. www. theecologist. org/archive_detail. asp? 5. International Code. Retrieved from the Web on April 5, 2007. www. ibfan. org/english/resource/who/fullcode. hypertext markup language 6. Nestles Market War.HighBeam Encyclopedia. Retrieved from the Web on April 5, 2007. www. encyclopedia. com/doc/1G1-131934511. html 7. Breast Feeding. Retrieved from the Web on April 5, 2007. w ww. geocities. com/HotSprings/spa/3156/code. htm 8. Health Workers and the Baby Food Industry. Retrieved from the Web on April 5, 2007. www. bmj. com/cji/content/full/312/7046/1556 9. Nestle Public Relation Machine Exposed. Retrieved from the Web on April 5, 2007. www. babymilkaction. org/boycott/prmachine. html 10. Health-Conscious-Drive-Baby-Food-Market-Growth. Retrieved from the Web on April 5, 2007. www. rncos. com/Press_Release/Health-Conscious-Drive-Baby-Food-Market-Growth-July. htm