Exploring the communication strategies in baby food supply: Differences between online and retail sales of baby milk

ABSTRACT

The aim of this paper is to evaluate the variety and depth of the infant formula of milk products (IMP) assortment within the category of baby food comparing two different distribution channels. The marketing mix variables and communication strategies of 3066 references of IMP portfolio were collected directly in-store of large retail chain in the North-West of Italy and on the websites of the major baby food producers. Differences in the assortment composition were determined by considering two product lines, powdered and reconstituted milk (liquid), as well as considering milk categories according to their specialties, origin, packaging, and claims communicated on the product packaging. The results show heterogeneity in the assortment composition of IMP between the two considered channels, which differ in terms of product types and prices. The online channel focuses mainly on satisfying specific consumer needs through the offer of high value-added products. The IMP’ assortment planning is oriented to the exaltation of product nutritional value and safety, to the detriment of quality certifications and product’s origin communication. This research provides concrete tools to managers to improve the IMP planning and communication strategies for a successful sales policy.

KEYWORDS:

• Assortment planning
• infant milk
• large retail chain
• marketing claims
• e-commence

Disclosure statement

No potential conflict of interest was reported by the author(s).

Author contributions

Conceptualization, D.B., V.M.M., S.M. and G.M.; methodology, V.M.M. and G.M.; software, V.M.M. and G.M.; validation, C.G. and V.M.M.; formal analysis, G.M.; investigation, G.M.; data curation, V.M.M., S.M., C.G., A.B; writing – original draft preparation, V.M.M., C.G. and G.M.; writing – review and editing, D.B., V.M.M., C.G., A.B. and S.M.; visualization, D.B., C.G., V.M.M., S.M.; supervision, V.M.M., S.M., and D.B. All authors have read and agreed to the published version of the manuscript.

Additional information

Notes on contributors

Stefano Massaglia

Stefano Massaglia Associate Professor in Agricultural Economy and Rural Appraisal. In 2003 he obtained the Phd in Agricultural Economics and Politics at the University of Padua. Since 2009 he focused his research fields on food supply chains sustainability issues (economic and environmental sustainability), agri-food products’ consumer analysis and wine marketing.

Giulia Mastromonaco

Giulia Mastromonaco Scholarship owner, she obtained a master degree (Italian graduation level 2) in Food Science and Technology. Her research activity focuses on agri-food products’ consumer analysis, food marketing and supply strategies in large retail chains. Her recent studies explored consumer preferences, supply composition and assortment of some consumer goods.

Danielle Borra

Danielle Borra Associate professor in Agricultural economics at the University of Turin, she obtained a master degree (Italian graduation level 2) in Agricultural in 1982. Currently she teaches ‘Marketing of agri-food products’ at the first cycle degree courses of the Agricultural, Forest and Food Sciences Department (Food Technology) and ‘Principles of Pet Food Marketing’ at first cycle degree courses on Animal Production at Veterinary Sciences. Present research interests include food supply chains sustainability issues (economic and environmental sustainability, agri-food products’ consumer analysis and food marketing).

Chiara Giachino

Chiara Giachino Associate Professor in Marketing at the Department of Management, University of Turin, Italy. Her most recent researches concern the consumer behavior with focus on young generations, tourism marketing and strategy. Recently, she started to research on social media influencer marketing. She teaches marketing, industrial marketing and business management and she is involved also in some masters’ courses. She is coordinator of the marketing track in SIMA (Società Italiana di Management) and she recently was visiting researcher at the Columbia Business School.

Augusto Bargoni

Augusto Bargoni Ph.D. fellow at the Department of Management, University of Torino, where he contributes in conducting research over the topics of family capitalism, innovation, industries and companies competitive positioning. He is a reviewer of some academic journals and a member of SIM (Società Italiana Marketing), SIMA (Società Italiana Management). He presented papers to conferences on a European basis.

Valentina Maria Merlino

Valentina Maria Merlino Research fellow, she holds a degree in Livestock Science and Technology (79/S - Livestock Management) (Grugliasco, 2010). Her research activity focuses on the study of food supply chains, agri-food products’ consumer analysis and food marketing. Her recent studies explored the supply composition, assortment and evolution of some animal productions markets.