Similac, due to their lovely partnerships with most state’s WIC programs, has market corner in the US. But now to help women recognize their brand early on, similac now offers prenatal vitamins.
Marketing strategies to get customer loyalty in breastmilk substitutes
See these prenatal vitamins? Oh what’s that? I should try it. Oh nice.
It comes with a coupon.
“I trusted this company while pregnant, they must be good for my baby too.” Especially when sales people have titles like “Nutrition officer“… we have to wonder about the information we receive.
Oh wait, now you know I’m pregnant, why not continue to market to me! You can send me “free stuff!” Including maybe coupons for breastmilk substitutes and jars of formula? Just in case, right?
Nestle is doing a similar thing with “nestle milk” in India complete with an idyllic upper class woman with a comforting song enjoying milk in their commercial. Formula companies see India as the future for their profits (China has fewer children on the way, and they already have a lot of formula fed babies)… But, the US still has money to be made, especially since WIC allows formula companies to make money off of non-breast feeders