Marketing formula foods in less developed countries

2. Infant
Formula
foods
LDCs
Marketing
MNCs
Effect

3. 1. Infant formula food was developed in early
1920’s as an alternative to breast-feeding.
2. Sales of Infant formula foods increased sharply
by post World War II due to Baby Boom in US.
3. But after 1957 birth rate in US started to decline
and it becomes stable by 1960.

4. United States birth rate (births per 1000 population).The United States Census
Bureau defines the demographic birth boom as between mid-1946 and mid-
1964(red).

5. 4. Namely two MNCs of U.S. Ross Laboratories
(Similac) and Mead Johnson (Enfamil) looks
outside the U.S. for major growth opportunities
in LDCs.
5. Growth in Infant Formula sales in LDCs due to
a) Socio-cultural changes
b) Changing attitudes of health workers and
health institutions
c) Promotional activities of Infant formula
manufacturers i.e. MNCs.

6. Promotional strategy adopted by MNCs is not
ethically or morally correct
As said by Adam Smith:
Immediate pleasure (profit) lures the agents
(entrepreneurs) but “what the want to do”
should be judged along with “what ought to
be done”

7. 1.Baby food booklets
2.Other Media practices – Magazines , newspaper,
radio and television
3. Free sample and gifts
4. Promotion through the medical profession –
Milk nurses & Milk banks.