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  • December 2016 (Revised March 2017)
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Beingmate

By: David E. Bell, Juan Ma and Natalie Kindred
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

Founded in 2002, Hangzhou, China–based Beingmate was a major producer of infant formula and related products in the high-demand Chinese market. After an infamous 2008 food safety episode in China, in which toxic infant formula sickened thousands of babies and led to the collapse of several domestic infant formula brands, Beingmate—whose products tested clean—had risen to become a leader among China’s many infant formula brands. But while Beingmate was not implicated in the 2008 scandal, the company could not escape the deep consumer distrust of domestic infant formula brands that still pervaded China in 2016. Foreign brands, priced at a substantial premium, were strongly preferred by consumers who could afford them. The field of domestic infant formula brands was crowded and extremely competitive, leading to price wars and intense margin pressure. This case allows students to discuss the keys to Beingmate’s past successes and debate its existing strategy in the context of a very complicated market. One key question is how Beingmate might leverage its partnerships with Ireland-based Kerry Group and New Zealand’s Fonterra to enhance its competitive position.

Keywords

Marketing Strategy; Competitive Strategy; Partners and Partnerships; Food and Beverage Industry; China

Citation

Bell, David E., Juan Ma, and Natalie Kindred. "Beingmate." Harvard Business School Case 517-050, December 2016. (Revised March 2017.)
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About The Author

David E. Bell

Marketing
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Related Work

    • December 2016 (Revised March 2017)
    • Faculty Research

    Beingmate

    By: David E. Bell, Juan Ma and Natalie Kindred
Related Work
  • Beingmate By: David E. Bell, Juan Ma and Natalie Kindred
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