Copy Strategy Naturness
BRAND MANAGEMENT
Infant nutrition
Brand copy strategy NaturNes
1. Competitive context
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Lot of Infant nutrition brands on the French market (89 on http://guide-produits.infobebes.com) but the most famous are Nestlé and its main competitor Bledina.
2. Communication and business opportunity for the brand
Nestlé is the number 2 on the market but NaturNes does not increase so much as in year 1 & 2 even if its first communication had a good effect on sales and settled the brand.
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Increase its market share thanks to households where their products are not present yet
Now, organic brands as Hipp Biologique or BabyBio are also present.
3. Communication objective
¤ Demonstrate the importance of NaturNes in the development of babies’ health capital, not only for anxious or mentoring mothers but also for parents who are less aware of the necessity of healthy and specific food for babies
4. Target
¤ Parents of babies between zero and three years and particularly:
The internet generation who have 1st child at the age of 30, extremely emotional
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5. Insight
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Mothers who want to spend a good night with a baby who sleeps well during the night
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Single parents
N°1 : “A good night is an essential moment for baby’s growth and brain development”
N°2 : “The night is a crucial time for a baby, do not disturb it !”
6. Brand proposition
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Z
¤ Functional benefit
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Good digestion of NaturNes products => Consequence : Good sleep for both babies and parents !
¤ Emotional benefit
Mothers feel good because their children do not wake up all the night and at the same time mothers give them a natural food with healthy benefits.
¤ Reason to believe
How to help babies to sleep well? is one of the main preoccupation of parents nowadays because they are aware of the importance of the night for both development for babies and rest for parents.
Brand personality
Infant nutrition
Brand copy strategy NaturNes
1. Competitive context
¤
¤
¤
Lot of Infant nutrition brands on the French market (89 on http://guide-produits.infobebes.com) but the most famous are Nestlé and its main competitor Bledina.
2. Communication and business opportunity for the brand
Nestlé is the number 2 on the market but NaturNes does not increase so much as in year 1 & 2 even if its first communication had a good effect on sales and settled the brand.
¤
Increase its market share thanks to households where their products are not present yet
Now, organic brands as Hipp Biologique or BabyBio are also present.
3. Communication objective
¤ Demonstrate the importance of NaturNes in the development of babies’ health capital, not only for anxious or mentoring mothers but also for parents who are less aware of the necessity of healthy and specific food for babies
4. Target
¤ Parents of babies between zero and three years and particularly:
The internet generation who have 1st child at the age of 30, extremely emotional
¤
5. Insight
¤
Mothers who want to spend a good night with a baby who sleeps well during the night
¤
Single parents
N°1 : “A good night is an essential moment for baby’s growth and brain development”
N°2 : “The night is a crucial time for a baby, do not disturb it !”
6. Brand proposition
Z
Z
¤ Functional benefit
Z
Good digestion of NaturNes products => Consequence : Good sleep for both babies and parents !
¤ Emotional benefit
Mothers feel good because their children do not wake up all the night and at the same time mothers give them a natural food with healthy benefits.
¤ Reason to believe
How to help babies to sleep well? is one of the main preoccupation of parents nowadays because they are aware of the importance of the night for both development for babies and rest for parents.
Brand personality