EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 9780134461434
Author: Armstrong
Publisher: YUZU
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Chapter 20, Problem 20.11AC
Summary Introduction
Case summary: In 1970s, there were companies that marketed infant formula and positioned it superior to breast milk. The 3rd world women were highly dependent on formula feeding. This led to malnutrition and serious health problems like death. Company N targeted new mothers using methods like selling samples, giving gifts, and promoting products.
In 2012, Company N was a huge player about infant formula market. However, an international boycott committee was started against Company N (1984) and is still active.
To discuss: About the marketing plan for selling infant formula.
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