1. Segmentation
Segmentation for Global Baby Services connotes the course of separating the customers’
needs into different focus parts. Since the main purpose in favor of segmenting a market is to
permit marketing transaction programs to throw more spotlights on the divisions with the most
likelihood to accept what the business is offering. If the company can perform this procedure
properly, it will yield a high return for marketing and sales outflows. In the case of Global Baby
Services, the aim to sell products to both individual customers and businesses, brings about the
differences are that are evident in consideration of market segments definition.
The company establishes what is considered a “category of need” that the services
satisfy. Strategy is an important aspect to help achieve the company’s vision of reaching the
numerous households with babies and toddlers. As these goals and objectives are met, the
company focuses on operational oversight such as the employment of a service that helps to
evaluate investments of capital opportunities utilizing high level executives of prospective
consumers.
Operations
The Operational segments that Global Baby Service focuses on are shown in this chart.
Clothes DiaperServices 60%
Baby Clothes 20%
Furniture 5%
BabyNutrition 10%
Others 5%

2. The bulk of the focus of the Company is on the diaper service which was the original idea
and the core product that set the company in motion. However, the vision of making the
company a one-stop business for babies and toddlers made it to delve into other areas that are
also yielding revenues.
Geographically, the scope of the company operates in the United States of America and
globally, and the customer base is concentrated in the in the United States. Global Baby Services
headquarter is in Albuquerque, New Mexico with 900 stores located throughout the United
States. We have extended our services globally and have opened two stores in Canada and one
in London. Figure 2 represents the Global outlook of the company in 2014.
Revenue: From the previous chart, it is obvious that bulk of customers in the United
States will account for the most revenue flowing into the company. Revenue also comes in
through the global market.
Financial Information
Engaging in baby and toddler products business in recent times is a big money-making venture.
Retailers have been smiling because of the lucrative nature of the business, as they experienced
sharp profitable increase. Most up-to-date figures reported by the Juvenile Products
Manufacturers' Association (JPMA), reports about 1.6 billion dollars in sales of infant products
0%
50%
100%
150%
U.S Canada Europe
Global Baby Service Worldwide Market
distribution

3. (this amount does not include the $12 billion for toys more for clothing). In addition to the $750
million baby nutrition market, including the $3 billion spent on diapers, bringing the total to
about $17 billion a year.
One of the reasons for this surge in sales of the infant industry is mostly due to patterns in
spending power and the change in attitudes that is evident in most of these baby-boomers.
An increase in cloth diaper sale is closely linked to this sudden surge in diaper sales. Currently,
the cloth diaper market accounts for about $1.1 billion annually out of the total diaper sale of
$2.7 billion as reported by the JPMA, a jump of about 400 percent from $700 million in 1979.
This growth is expected in next year to be 15 percent, which would bring sales up to an
estimated $3.1 billion
Target Market: The target customers for Global Baby Service are obviously families
with babies and toddlers. The network of over 300 hospitals throughout United States offering
two weeks of free services to mothers who try our products and services, has given the company
a strong and loyal customer base. Most of the direct buyers are mothers between the ages of 25
to 40 years old, who fall within middle to high income level. The nature of the services offering
delivery services requires that mothers live in proper environments where delivery can be
possible (most likely in single to family homes) as against apartment areas.
Positioning of Global Baby Services places it among the leading inexpensive but durable cloth
diaper with services of its kind. With the influx of disposable diaper companies in this century,
only few cloth diaper companies stood the test of time and the Global baby Service is notable
among them. Working mothers who know the value of using the safety features of non-toxic,
fragrance-free, eco-friendly, breathable and healthy cloth diapers are not buying the convenience
and disposable diaper idea. More so, the company offers the convenience of delivering fresh

4. diapers, while collecting old soiled ones in scented air-tight sanitized bags for laundering. Also
included in this deal are the two weeks free diapers for new customers.
Pricing affects every business’ success and so Global Baby Service makes sure that the pricing
of its products are commensurate with its counterparts in the same business, ensuring that prices
cover its costs and profits. More effort is made to lower costs and maximize profits by mass
producing and sourcing more outlet channels and prices are frequently reviewed in assurance of
beating the competitors. And meet the objectives of profit.
Distribution Strategy
At Global Baby Service, distribution is done on both wholesale and individual basis. Products
goes to the vendor who in-turn distributes the products to the end user. The four main strategies
that the company used to make pricing decisions are the present economy, penetration, skimming
and premium selling.
Marketing communications plan
Marketing Communications is a process whereby a business builds awareness, its
products, and its position through customer-facing materials such as brochures, press releases,
Web sites, and trade show presentations. Global Baby Services use technology to promote the
services; blogs, Facebook, e-mails, apps, catalogues special coupons, TV commercials,
billboards, etc. In London, we took a loss for the first year. We grew the business by advertising
in the emergency ward at the local hospitals. Then we did a mass mailing of catalogues
advertising all one stop shop products for newly born babies. The two week-free program

5. offered through the hospitals recruited many customers who didn't mind paying for the quality.
They were charged $200.00 per month
Figure 3 represents the marketing communication chart for Global Baby Services.
.
References:
Market Segmentation Center for Business Planning (1994-2014), retrieved from
http://www.businessplans.org/Segment.html
Target Market definition- Entrepreneur,(2014)
http://www.entrepreneur.com/encyclopedia/target-market

6. Chron (2014)- Distribution Pricing Strategy: by Louise Balle, Demand Media
http://smallbusiness.chron.com/distribution-pricing-strategy-5120.html
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