Week 2 team paper

Topics: Marketing, Gerber Products Company, Gluten-free diet Pages: 5 (1478 words) Published: February 24, 2014


Marketing Plan: Phase I
MKT 421
November 17, 2013
Caryln Carmichael
Marketing Plan: Phase I
Marketing is necessary for any company to be successful. It may be for a small business in a rural community or a large company that is known across the nation. Marketing will be used in some form for the company. Introducing a new product into the market, it is important that the company develops a baseline to launch the product to the consumers. Because of the increase in celiac disease, Gerber is excited to bring a product line that is gluten free. Introduction

Gerber started back in 1927, when Daniel and Dorothy Gerber started straining solid foods for their daughter Sally. Once they saw how Sally started to thrive, they took these processes to their canning business in Fremont, Michigan where the employees wanted samples for their babies, and the Gerber baby food business began. Gerber has come a long way over the decades that it has been in business but one of the biggest nutritional leaps was when Nestle acquired Gerber. Together they are the leading experts in childhood nutrition. According to the Gerber Mission Statement, “Start Healthy, Stay Healthy™ is Nestlé’s commitment to nourish a healthier generation, one baby at a time.” (“Gerber”, 2013). With Gerber being the leading nutrition experts in childhood products, it makes sense that the next step in the product lines would be to offer snacks for children with celiac disease. As Gerber takes pride in their high-quality ingredients and safety precautions, consumers can feel confident that the products that they are receiving are safe for their children with needs. Gerber does not currently have a gluten free line so this is the next step in following through with the mission and it is backed with “the world’s largest private nutrition-related research facility, we continually evaluate and fine-tune the nutritional value of our products to meet the needs of babies and young children.” (“Gerber”, 2013). A description of the new product or service

Gerber has a stellar reputation as a company that provides nutritious and enriching foods to children and youth of all ages. As the years go on and the needs of our customers change Gerber is determined to evolve right alongside our customers that we hold so dear. With changing nutritional needs our products will change to meet those needs as necessary and with celiac disease on the rise we would like to introduce a product to meet the needs of those children and youth facing such issues as gluten sensitivity. Many of the gluten free products currently available on the market are intended for adults and are in no way geared towards the children of the population that are also dealing with such health issues. Celiac disease is a life altering disease that leaves many people feeling lost and without options, children with this disease can have a hard time finding food that is appealing and tastes good. But we feel that children who are already faced with food challenges deserve to have options that they find fun, exciting, and appealing. Our new line of Gerber gluten free snack bars are packaged in bright shiny wrappers with pictures of animals that make them fun and appealing for children of all ages. Made with natural ingredients the bars not only gluten free but healthy in every way possible, with a range of flavors from grape, blueberry, strawberry, banana, peanut butter, and mixed berry there is sure to be a flavor that appeals to each and every child. Convenient single serving bars make a snack on the go a breeze and tuck easily into a pocket, diaper bag, or school lunch box.  Importance of Marketing

Using a marketing mix technique like the four P’s (product, place, price, and promotion) allowed us to evaluate what type of product was wanted by Gerber customers. What kind of product was missing from their current product line? What similar products on the market are highly in demand? We know the most...

References: Armstrong, G., & Philip, K. (2011). Marketing: An Introduction (10th ed.). Retrieved from The
University of Phoenix eBook Collection.
Gerber. (2013). Retrieved from http://www.gerber.com/AllStages/About/Heritage.aspx
PR Web . (2013). Retrieved from http://www.prweb.com/releases/2013/9/prweb11140860.htm
Stephen Caldwell . (2013). Retrieved from http://stephencaldwell.net/lean/swott-analysis/
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