Nestlé Infant Formula

Nestlé Infant Formula.
Nestle company deals in the production of infant formula feed and supplies most of its products in the third world countries. The company faced a challenge when the doctors and healthcare providers published information that the formula feeds were responsible for millions of infant deaths globally. The WHO and AAP organizations intervened through forcing the formula feed companies to refrain from public promotions. Nestle also experienced a boycott and in order to maintain its market position, it changed its marketing strategy.
The boycott clearly illustrated the negative perception people had developed for the infant formula feed such that in the future, few women were likely to purchase Nestle products (The Cengage Learning, 2016). Nurses also risked being perceived as agents that promote formula feed, in this regard, I could have changed the promotion method to one that mirrors the nutritional value. The nurse promotional strategy risked Nestle’s business position in the sense that the health care providers were likely to sue the company for portraying a negative image that does not represent the services they offer to the community. I would change the promotional method as a strategy of securing the company image in future.
During the boycott and the publication of negative reports about the formula milk, Nestle stopped its distribution in the U.S and the rest of the world for a few months. Later, the company resumed normal operation but focused on third world countries, however, this did not last for long before these countries realized the increased infant mortality due to the formula feed.

Doctors advised women in the third world countries to stop using the infant formula feed; this caused the company to lose clients in the long-term.
A marketing plan will help Nestle organization to determine its failures and strategize on new methods that comply with the established ethics in the industry. For instance, the plan will outline the marketing standards of the WHO with regard to infant formula feed. The outline will enable the company to develop strategies that are in agreement with the WHO codes and avoid being perceived as a defaulter in the industry. The marketing plan will enable the organization to strategize on utilizing the magazines and other media platforms as provided by AAP. Nestle will avoid boycotts through adapting to the AAP advertisement ethics.
The U.S case portrays Nestle organization as entirely responsible for the infant deaths in the country, however, this does not point to any individual in the company. There are other companies in the market such as Mead Johnson and Abbott that produced similar products with the same effect on infants. The blame on Nestle was due to its advertising methods. Mothers were free to breastfeed their infants or use the formula feed in the market (The Cengage Learning, 2016). Healthcare providers advised women on the advantage of breastfeeding their infants thus when they selected formula milk, they were ready for the consequences and any individual in the company cannot be blamed for their choice. The companies should provide information to the society and leave the decision-making option for the clients; in this regard, there should be a line between marketing and the decision to purchase and use infant formula feed.
After the formula feed companies stopped the public advertising, they strategized to maintain their image in the market. They developed a voluntary strategy of offering free samples to mothers; this reduced their profits but increased the number of women that showed up for the free samples. My company will comply with the free sample strategy in the sense that it increases awareness of the product in the market, which is likely to create a long-term impact.
As a hospital administrator, I am bound to ensure safe practices for mothers that deliver in the facility and the infants. Misleading information in the market that encourages the mothers to use formula feed instead of breastfeeding results in infant health problems. To avoid this, I will adopt a policy where the mothers are provided with discharge packs containing detailed information on the pros and cons of using infant formula feed. The information will enable the mothers to make informed decisions rather than being influenced by marketers.
The formula makers should advertise publicly since the mothers have the right to information, additionally, they are responsible for decision making with respect to the type of feeding strategy they want for their infants. Marketers should, however, note the fact that it is illegal to provide misleading information on their products with the intention of increasing the market size. They should recommend the right population that should use the infant formula feed such as those infected with HIV. If the infant formula feed read “remember, breast is best,” the companies could risk losing clients, however, the organizations will be providing important information that will save millions of infant lives.
In conclusion, Nestle Company should be focused on developing a new marketing plan that caters for the WHO code of ethics and AAP provisions. It should include information that describes the negative and positive effects of using formula feed instead of breastfeeding as a strategy of ensuring mothers make informed decisions when purchasing its products. The company should also establish a competitive advantage strategy to win clients from the existing infant formula feed makers.
References
The Cengage Learning (2016). MG660 Ethics Paper: Nestlé Infant Formula. Cengage Learning. Pg 1-3.