Marketing aroundinfantnutritioncase Blédina Algeria

Abstract

Bledina, Algeria's leading infant nutrition company, is consolidating its position in a fast- growing sector thanks to a marketing strategy based on scientific quality, ethics, proximityto parents and partnership with health professionals. The development of the local market is based on the growingdemand for safe andnutritious products, which is largelyinfluenced by medical recommendations. The brand has organized its approach around products adapted to the specific needs of infants, an accessible pricing policy, multi-channel distribution, and educationalcommunicationsbasedonsocialnetworksandhealthstakeholders.Weconducted a statistical studybased in Blida in the form of an online questionnaire to 200 parents to find out the overall satisfaction with the quality and safetyof Bledina products, as well as the critical influence of medical opinions on brand choice. To strengthen its position, Bledina must continue to innovate, strengthen its digital presence and further develop its social and environmentalcommitments,whileremainingtruetoitsscientificandethicalroots,whichare a guarantee of trust in this sensitive sector.