Executive summary
Bellamy’s organic is a Tasmanian based organic formula milk and baby products company. This report
analyzes Bellamy’s business operations from a marketing perspective and designs a marketing mix for
the company’s products. Bellamy’s is a company that has a sharp focus on marketing and understands
its audience well. It caters its marketing efforts towards the needs and interests of its customers and
uses their power as brand ambassadors to fulfil its marketing objectives. The company also employs
internal and external sources to gain valuable market insights that help direct its marketing efforts.
Using the 5Cs of marketing as a basis for its analysis, this report develops marketing strategies and
tactics for Bellamy’s products.
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Contents
Executive summary ………………………………………………………………………………………………………………………………. 0
1. What is marketing management? …………………………………………………………………………………………………. 2
2. Bellamy’s Australia Limited ……………………………………………………………………………………………………………. 2
2.1 Company Overview, industry and products …………………………………………………………………………………….. 2
2.2 Bellamy’s orientation towards marketing ……………………………………………………………………………………….. 3
3. The five C’s of Marketing …………………………………………………………………………………………………………….. 3
3.1 Customers …………………………………………………………………………………………………………………………………… 3
3.2 SWOT Analysis …………………………………………………………………………………………………………………….. 4
3.3 Competition …………………………………………………………………………………………………………………………… 4
3.4 Collaborators …………………………………………………………………………………………………………………………. 5
3.5 Context …………………………………………………………………………………………………………………………………. 5
4. Bellamy’s market research process ………………………………………………………………………………………………….. 5
5. Developing Market Strategy ……………………………………………………………………………………………………………. 6
5.1 Market Segmentation …………………………………………………………………………………………………………………… 6
5.2 Target Markets ……………………………………………………………………………………………………………………………. 6
5.3 Value proposition ………………………………………………………………………………………………………………………… 7
5.4 Positioning Statement …………………………………………………………………………………………………………………… 7
6. Developing marketing tactics …………………………………………………………………………………………………………… 8
6.1 Products ……………………………………………………………………………………………………………………………………… 8
6.2 Price ………………………………………………………………………………………………………………………………………….. 8
6.3 Place ………………………………………………………………………………………………………………………………………….. 8
6.4 Promotion …………………………………………………………………………………………………………………………………… 8
References ………………………………………………………………………………………………………………………………………… 10
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1. What is marketing management?
Today’s businesses operate in a dramatically
different marketplace. Not only has technology
enabled customers to access products and
services globally but the advent of globalization
itself has made foreign brands available in the
local markets. Customers and companies are
also increasingly aware of social responsibility,
leading to a marketplace where all participants
are more informed, responsible, and
respondent.
Marketing management is essentially the management of a business’ marketing strategy that involves
application, tracking and review of how well a company utilizes its marketing resources. It is not only
aimed at increasing the customer base but also strives to enhance the value perceived regarding the
company’s products and services.
Businesses need effective marketing to promote their products and services and create demand for
them which in turn generates revenues. Marketing is a very broad term used for activities such as
advertising, product design, and market research, all of which promote a firm’s brand and help it stand
out.
2. Bellamy’s Australia Limited
2.1 Company Overview, industry and
products
Bellamy’s Australia is a food and
beverage company that specializes in
supply, sale and distribution of organic
food and formula products for toddlers,
babies, and young children. With its
mantra ‘A pure start to life’, the
company’s mission is to make simple,
nutritious and organic food that is free
from all the bad stuff and gives a pure start to life. It operates in the ‘food and beverage’ industry
which is Australia’s largest manufacturing industry. Bellamy’s had a turnover of A$328.7 million for
financial year 2018 (Bellamy’s Australia Limited, 2018).
Bellamy’s Australia offers a wide range of products that are broadly categorized into ‘Formula’ and
‘Food’. The ‘Formula’ products include a range that evolves with the baby’s age and includes infant
formula, follow-on formula, toddler milk drink, junior milk drink and a pregnancy formula.
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Furthermore, the ‘Food’ product range comprises of cereals and pouches for breakfast, fruit, custards,
meat and vegetables. It also includes pastas, snacks and rusks.
2.2 Bellamy’s orientation towards marketing
Bellamy’s marketing strategy is based on building and maintaining trust with its customers. The
company operates its marketing communications
internally to gain first-hand experience on the thinking
process of its customers and the wider public. It also
utilizes all major social media platforms to
communicate news, special promotions, and
giveaways and to build a connection between present
and potential customers. Bellamy’s also relies on a
strong content strategy executed through its blog to
deliver informative and engaging content that will pull
audience towards the brand (Armstrong et al., 2014).
A case study on Bellamy’s marketing efforts to
reinvent and re-engage their audience reveals that it understands the challenges it faces and realizes
that its customers possess immense power for enhancing the brand image (Chalhoub, 2018). Market
research during this process revealed that existing customers could act as brand advocates for
Bellamy’s products since they were willing to share their experiences. Moreover, a keyword analysis
