Article Abstract:
The French baby food market in supermarkets and hypermarkets represented FFr 4.6bn as of 31 October 1999, up 11.7% compared with the same period in 1998. Infant milk formula and growing milks, which represent a 35.5% value market share, posted a 15.5% rise in the grocery department, in the twelve months ending 1 December 1999, followed by UHT (ultra high temperature) milk with a 5% market share, up 14.5%, cereals and breakfast foods, with a 10% market share, up 11.5%, and baby food in jars and plates with a 35% market share, up 11%. However, chilled baby foods which held a 4% market share, dropped 8% while juice and drinks for babies, also with a 4% market share, dropped 1%. The market specialists are counting on their variety of tastes and recipes in order to counteract competition from home-made baby food and from non-specific brands. The brands want to use innovation to develop juniorisation of the market - that is, to continue to feed babies with their products as long as possible. Bledina has added six new varieties adapted to adult ethnic and traditional cuisine to its Bledichef microwaveable products.
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Article Abstract:
As part of a new direct marketing strategy which addresses mothers, the Nestle group has launched 'La Vie Cote Bebe,' a program on nutrition and the baby's development awareness as part of its development from birth to two years. It's purpose is also to strengthen Nestle's presence with mothers after the baby's birth. Nestle also seeks to involve mothers and to gain their loyalty. Mothers must send in the registration form which comes in the guide 'sponsored by Nestle) on babies from birth to three months which is distributed to future mothers in the Social Security centres. Once she is registered, the young mother receives various mailings at every stage of her child's development, as well as coupons to be used for Nestle products. An advertising campaign will back this new strategy. It will aso stress the baby care areas in motorway service stations, which Nestle has developed for 13 years in order to make mothers' lives easier.
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Article Abstract:
Baby food companies are using innovative marketing techniques as part of their strategies. Guigoz is targeting mothers with its operation 'A baby, a tree,' Sodilac is using information from the medical corps, and Nestle has created Les Relais Bebe Nestle which helped 120,000 babies during summer 1999, 9% more than 1998.
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