Marketing plan for Bambino Mio

Abstract

This is a marketing plan for Bambino Mio, a small British company that produces and markets reusable nappies for babies in many countries worldwide. They have recently introduced their products in the Spanish market, and their aim is to generate a strong brand awareness within their target customers. After they started developing marketing actions addressed to the Spanish market, this plan may represent some guidelines to keep marketing this market during the period from 1st January 2018 until 31st December 2018. In principle, Spain may not be a great scenario to develop products that are related with cloth nappies, as the tendency of the number of babies is continuously decreasing, and that means a continuous decline of the potential customers. However, warm temperatures compared with other countries in Europe, which make reusable nappy faster to be dried after washing, good figures in the use of social media by Bambino Mio’s customer profiles and increasing of natural upbringing trends may represent good opportunities for a nice performance of the product in a mid-term. The market size is relatively small, but there are not many cloth nappy brands within the Spanish market. Moreover, competitors are not developing significant marketing actions. Their main weakness is promotion, as they are not investing on communicating directly with the Spanish audience. Some of them just leave this type of actions on their distributors, so they do not have a direct control on them. This fact gives Bambino Mio a great opportunity to gain market share and becoming the market leader in Spain in a mid-term. Those reasons may make us assuming that Bambino Mio will be able to set good sales figures to make revenues enough to get profitable the launch of different marketing actions in Spain in 2018.