1. Good health, good food, for every baby
austvita.net.au

2. Providing babies with the finest nutrition with Australia’s unsurpassed food ingredients, production and processes.

3. Our Products

5. our brands

6. Our Baby Formula Range.
BellaVita is the newest brand of Infant Formula in Australia.
100% Australian Ingredients
Base milk sourced from the renowned Gippsland Region, Victoria.
Manufactured and packed in Sydney.
TGA* Accreditation by the Australian Government.
Compliant to meet Australian production standards, quality and cleanliness.
*Therapeutic Goods Administration | Australian Government Department of Health

7. Renowned for its dairy, Gippsland is a major Australian dairy region.
The Gippsland Region.
Renowned for its dairy, Gippsland is a major Australian dairy region.
In 2013/14 Gippsland produced around 1.9 billion litres of milk, accounting for approximately 21% of national milk output.

8. “The BellaVita wave is coming” - are you ready ?
BellaVita is considered a premium infant formula due to its unsurpassed bland of vitamins and minerals, supporting babies’ proper development. As formula is a wet bland type this promotes ease of use.
Currently we have a production capacity of 300 thousand units per month with possible increases to 500 thousand in mid 2016.
Launching in Australia in March 2016 and subsequently we will be exploring export markets.
We provide our customers with confidence and piece of mind. Knowing purchasing our products ensures quality produce, highest quality ingredients to the most stringent standards.

9. Our Strategy.
Creating brand loyalty, by building trust with our customers.
Innovative packaging design. Immediately recognisable on the shelf.
Establishing our range as a familiar, welcomed brand in the household.

10. Our Strategy. PHASE ONE & TWO
Visibility - Stage 1 and 2 can not be advertised as per legalisation by the Australian Government.
We will create as much retail presence as possible by engaging and maintaining a competent sales field force, word of mouth through mothers, parent groups etc.

11. Our Strategy. PHASE THREE
Stage 3 TV advertising campaign Christmas 2016
Retail shelf placement incentives in the form of discount pricing to the retailer for a better position.
On-line store mid 2016

12. Our Strategy. Retailers to be targeted Chemist Chain Grocery Organised
Woolworths - 961
Coles - 780
Grocery independent
IGA
Aldi - 410
Food Works - 650
Chemist Chain
Chemist Warehouse - 270
Terry White Chemists - 170
Price Line - 362
Chemist independents
E- Commerce websites

13. Positioning in Australia.
Infant formula is a product not a commodity and it is considered to be an emotional product. That means that the decision to purchase is mostly guided by emotion and not reason or the price point.
The University of Texas have found that people don't make their decisions based on rational reasoning. Decisions heavily rely on what product appeals to their senses and emotions. Tests show that rational thinking is only used to justify emotional decisions. If you create an emotional connect with a consumer, they will establish a relationship. "Their thinking falls in line with the emotions."
Because infant formula is a product for the customers most precious possession, their new child, the perception is such that the higher priced products must be of superior quality.

14. Price Positioning in Australia.
BellaVita is infact a premium quality infant formula and with its distinctive packaging design, we want to price the product in the upper part of the market. We are suggesting a RRP of AU$27 at the supermarket shelf.
COMPETITOR PRICING:
A $24 - $30 Made in New Zealand
Aptamil – Nutricia $19 - $29 Made in New Zealand
Bellamy’s $25 - $31 Packaged in Australia from milk powder made in Holland
Blackmores $29 - $30 Packaged in Australia from Australian milk powder
S $14 - $25 Packaged and manufactured in Singapore
Nestle $18 - $28 Packaged and manufactured in France
Natures Way $21 - $28 Packaged in Australia from Australian milk powder

15. Current Market Trends. Infant formula is the white gold.
That’s how the media refers to infant formula manufactured in Australia.
Since 2013 when Fontera (NZ) recalled it’s infant formula in China, Australian manufacturers have been experiencing phenomenal growth in sales.
400% sales increases have been achieved last year.
Due to the grey market phenomenon, Australian supermarkets are experiencing shortages in supply.

16. Current Market Trends. China relaxed one child policy.
China - 16 million babies / annum
Predicted to increase to 23 million born each year.
Currently the IF market is worth $17 billion.
Australia – 300,000 babies/ annum.
China – Australia Free Trade Agreement.
Australia’s “clean and green” reputation.
Before 2014 more than 3000 brands in China. Since CNCA registration the number has reduced.

17. Our Future Brand Expansion.
instant milk POWDER

18. instant milk POWDER