1. Introduction
Generally speaking –even when perhaps it sounds arrogant– although people don’t know what they need,
they normally would express their wants and desires to some extent if they were asked. This is one reason
why social marketing is needed to work on breastfeeding and other social issues. In other words, a key
task for social marketers consists of figuring out people’s needs so that policies are implemented based
upon this targeted understanding and thus the main audience can be fully satisfied. Be that as it may, no
doubt targeting is an essential task to be carried out by policy makers.
So far it is clear that a specific objective of this paper has been reaching a deep understanding of the
breastfeeding target audience, plus the competitors’ motivations of bottled milk mothers by analysing its
volitions and finally identifying the barriers or inhibitors to breastfeeding. Once this objective has been
developed, the second one to be sent out is putting forward practical implications to promote
breastfeeding within three lines of actions. These actions refer to each of the afore mentioned analytical
approaches and under the three following strategies: actions based upon the main breastfeeding mothers
audience analysis to increase the loyalty of the desired conduct, actions to benchmark bottled milk
founded on the analysis of the bottled milk target or competing non-desired behaviour related to formula
milk and actions to overcome barriers or inhibitors grounded in the analysis of the negative motivation
associated with breastfeeding