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

Abstract

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.