Essays on Plum Organics: Marketing in China Case Study

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The paper "Plum Organics: Marketing in China" is a good example of a marketing case study. Plum Organics is a global leader and pioneer in the provision of organic baby food, drinks, and snack products for kids and toddlers. The company is globally recognized for recipes that exemplify the modern approach and trend in family nutrition. With recipes that that age culinary-inspired, Plum Organics provides a wide range of organic baby food and drinks that are meant to foster healthier eating for children. Brand vision The company’ s product was developed based on the recognition that that there were far too many baby food products in the market.

To differentiate the Plums brand from the rest, the objective of the company was to meet the expectations of discerning parents that wanted something new and special for their children. The Brand has been developed with a focus on creating joyful experiences that enable families to bond over food, and not just the traditional feeding. The design of the product has been developed to be just as appealing as the content inside. Mission and corporate goals The brand is marketed as a frozen product in white palettes that makes the product stand out as clean and fresh.

By use of graphics on its packaging, the brand announces a new presence, a celebration of good taste, and the joy of a good meal. Plum Organics product upon inception was received with immense enthusiasm by retailers, drastically getting space in more than 300 stores nationwide, before it was acquired by Nest Collective. Nest Collective mission is the improvement of the next generations’ health, to this end, it focuses on the efficient distribution of Plum Organics baby and toddler organic food together with Revolution food, which are organic snacks targeted for school kids.

The CEO of Nest Collective, Sheryl O’ Loughlin, mentioned in a statement that the decision to acquire Plum Organics was based on the two companies’ focus on the needs of both children and parents. “ Our mission at Nest is to create a nurturing environment where great brands can grow. Now, with our support, Plum Organics can stay true to its core mission and accelerate its growth through cutting-edge innovation and the business synergies of The Nest Collective, ” said Sheryl O’ Loughlin Industry and country analysis: China The market for baby food largely involves retailing of canned baby food, baby snacks, baby cereals, and bottled baby food.

The value of the market is based on the retail selling price which is inclusive of applicable taxes. The highlight of this market in China was in 2009 when China’ s baby food market posted total revenue of $109.3 million, which represented a compounded growth rate of 7.1% for the period between 2005 and 2009. Sales for baby serials within this period were the most lucrative, as they generated total revenue of $97 million, representing 88.8% of the total value of the Chinese baby food market.

Experts in this industry have forecasted market performance to accelerate by 7.2% in the five years between 2009 and 2014, essentially driving the market value to $154.6 million by 2014. Chinese infant formula and baby food market are the largest in Asia and second-largest in the world. The market largely consists of dry baby food such as bottled baby food and cereals, ready to eat baby food such as snacks and canned baby food, baby juices, and infant formula milk.

The demand for domestic formula milk has in the recent past decreased owing to the increasing competition from foreign brands.

Bibliography

Plum Inc, Plum Organics: About Us, (Accessed on August 27, 2013).

Boumphrey, Sara. China‘s little emperors control the purse strings, Euro-monitor International, August 21, 2007. Retrieved August 27, 2013 from

Jue Chen, Lobo Antonio, and Mascitelli B runo. (2010), Buyer behavior of organic food in China: Consumers have their say, Global Business and Technology Association; paper presented at Twelfth Annual International Conference, July 5-9, 2010, South Africa.

Chou, Allan. Increase Online Shopping Trends for FMCG in China, China Polling, http://www.prlog.org/10221113-increase-online-shopping-trends-for-fmcg-in-china.html (Accessed on August 28, 2013) 2009.

Paull, John. China’s organic food showcased. Vol 15, Number 2, pp 31 – 32. http://www.internetworldstats.com/asia/cn.htm (Accessed on August 27, 2013).

Rein, Shaun, China‘s New Purchasing Powerhouse (Accessed on August 27, 2013)

Longenecker G. Justin. Small Business Management: Launching and Growing Entrepreneurial Ventures, 15th Ed. (London: Cengage Learning, 2006.)

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