Marketing plan for baby food

Updated November 21, 2016

A marketing plan is a written document that helps your company outline your goals and strategies for promoting your baby food product. There are several key components to a marketing plan, including an executive summary, situation analysis, marketing strategy and implementation plan. Your marketing plan for baby food should revolve around a set of specific, measurable objectives you identify in your executive summary.

Executive Summary

In the executive summary section, provide an overview of your baby food company. Include a brief description of your company's history, your position in the marketplace and your core competencies, or the things that make your baby food business stand out. Then, summarise the contents of the rest of your plan. Finally, write your objectives for the marketing plan, or what you hope to accomplish. An example of an objective that is specific and measurable for a baby food marketing plan is, "Increase revenue in the infant nutrition market segment by 15 per cent by the third quarter of next financial year."

Situation Analysis

Begin the situation analysis section by describing each of the main competitors for your baby food business. For each competitor, discuss the segments of the baby food market they focus on; what their strengths and weaknesses are; and their overall baby food market share. Then, describe the strengths, weaknesses, opportunities and threats for your business. An example of a strength for your baby food business is, "We have the most diverse selection of baby foods in the market." An example of a weakness is, "Our prices are the highest among our top three competitors." An example of an opportunity is, "The market for organic baby foods is growing by 15 per cent per year." An example of a threat is, "There are two more competitors entering the marketplace next year."

Marketing Strategy

The marketing strategy section of your plan should including your marketing mix, also known as the "four Ps": product, price, place and promotion. First, describe your baby food product in detail. Then, outline your pricing strategy for how much you charge for your baby food. Next, describe the place you will produce, store and sell your products. Finally, identify the promotional strategies you are going to use to market your products. Examples of promotional strategies you can use to market your baby food line are direct mail campaigns to mothers with young children, online advertisements on websites where young parents tend to visit and free samples to distribute in paediatricians' offices.


The last part of your marketing plan is outlining a plan of action. List the promotional strategies and tactics you identified as part of your marketing strategy, and include a timetable for when you plan on using each of these. Recap the marketing objectives for your baby food product, and summarise how you are going to accomplish your objectives in the following year.

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