Research On The Marketing Strategy Of Infant Formula Milk Powder In SF Company

The birthrate in China has been steadily falling in recent years,a lower birth rate will have a negative impact on the long-term development of a nation,With the progressive and smooth application of the "three children" policy,The future will usher in a demographic dividend,9.56 million people born in 2022,the birth rate of only 6.77%.Because of the continuous drop in birthrate,it is hard for many companies to develop in the field of maternity and baby and this situation has forced the maternal and infant industry to go high-end and form differentiated competition to cater to market demand while expanding profits.In China,the probability of exclusive breast milk within six months of birth is only 29%,far below the world average(42%),and the rest of the babies are fed with milk powder,so the potential of this industry is great.Meanwhile,the post-90 s and post-95 s generation of young parents are in the prime of their careers,with strong consumption levels and spending power,plus their requirements for refinement and specialization in childcare,Moreover,it also offers a new chance to the maternity and baby sector,and it is inevitable that the development of the MCH will shift from the increase in population to the increase in consumption;The market for baby products in China will become larger and larger,and will have strong momentum and growth potential in the future,and as people’s demand for baby products continues to grow,it will in turn promote the self-improvement and development of the baby food industry.Relevant information indicates that by 2024,China’s consumption of babies and infants will reach 8 trillion yuan.In the new year,the country has introduced a new policy,which focuses on China’s infant formula,and domestic companies are being paid more attention to,such as domestic companies like Feihe and Junleb,which are among the top tier companies,while foreign companies,For example,Etamax and Wyeth have kept their momentum high,and there has been fierce competition among firms at home and abroad.SF company as a private company in China that focuses on infant formula and sources its dairy products from high-quality farms located at 45 degrees north latitude,its performance has been mediocre in recent years with no major breakthroughs.Improve their competitiveness and therefore profit?This is a question worth pondering.Using STP and 4 P theories,the market conditions of SF company’s infant formula are studied,the new round of mother and baby consumers’ choices and preferences for infant formula are summarized,and the marketing strategy faced by SF company in We also studied the problems SF faced in its marketing strategy and finally proposed a set of marketing strategies based on the current problems SF faced.We are confident that SF will continue to move forward competitively in the future under the background of three children.The marketing theory of infant formula is enriched on how the behavior of mother and baby consumers would affect the company of infant formula,and how the marketing strategy of the company would meet the consumption needs of these customers.The issues that arise in SF’s marketing strategy for infant formula milk are discussed,and some suggestions for improving SF’s marketing strategy are provided,with the expectation that they will provide some valuable insights and lessons for SF and similar companies.