• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Imperial 10 stepmarketingplan_anchormilklfm
 

Imperial 10 stepmarketingplan_anchormilklfm

on

  • 1,074 views

 

Statistics

Views

Total Views
1,074
Views on SlideShare
1,071
Embed Views
3

Actions

Likes
0
Downloads
13
Comments
0

1 Embed 3

http://aimarketingasmph.blogspot.com 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Imperial 10 stepmarketingplan_anchormilklfm Imperial 10 stepmarketingplan_anchormilklfm Presentation Transcript

    • Anna Samantha Imperial MD 070020 ASMPH YL8 MD- MBA Medical Print- Ad Based Marketing January 17, 2011 10 Step Marketing Plan: Anchor Shape- up Low Fat Milk
    • Product
      • Anchor’s Shape- Up Low Fat Milk
      Print ad on pages 4-5 of Women’s Health Philippines Jan- Feb 2011 issue
    • 5 Steps for Part 1: PTM and Positioning
      • Anchor’s Shape- Up Low Fat Milk PTM are active and health conscious men and women who eat healthy and exercise regularly
      • This product are for those who want a perfect body, attaining it not only by exercise but by also having a proper diet with the right amount of vitamins and minerals
      • They can choose from other low fat milks
      • But only Anchor’s Shape- Up Low Fat Milk offer energy releasing vitamins and minerals for a boost of energy
      • It has a potential market size of Php 21 billion.
    • 5 Steps for Part 1: PTM and Positioning
      • 6. Anchor’s Shape- Up Low Fat Milk offers energy releasing B- vitamins and iron to give you a boost of energy needed for your work- out. It also has the goodness of milk, providing essential macronutrients, proteins and micronutrients not found in sports drink. It’s also non- fat milk!
      • 7. Reasonably priced
      • 8. Print ads, internet, fun runs
      • 9. Is distributed nationwide and sold in most groceries
      • 10. Niche market [active and health conscious men and women (16-59 yrs. old) who eat healthy and exercise regularly who can spend on themselves]
    • Positioning to the Primary Target Market Part 1: Steps 1 to 5
    • Step 1: Anchor’s Shape- Up Non- fat Milk’s Primary Target Market
      • Demographics: anyone from 16- 59, male or female, socioeconomic class ABC, single or married, mostly earning
      • Lifestyle: active; studying or working
      • Behavior: active and health conscious men and women who eat healthy and exercise regularly
    • Part 2: Buyer’s Needs, Wants and Expectations I need to be healthy! I can push myself to the limits! Confidence comes with feeling good about myself.
    • Needs, Wants and Expectations
      • The consumers need to be healthy and help them be active.
      • The consumers want a low- fat milk that can help boost their energy and confidence without worrying about their weight.
      • They expect that Anchor’s Shape- Up Low Fat milk deliver what they need and want in an energy- boosting low fat milk.
    • Step 3: Competition and Competitive Position Map
      • Direct Competitors: other brands of low- fat milk
    • Step 3: Competition and Competitive Position Map
      • Indirect Competitors: Sports drinks, mineral and vitamin supplements, powdered energy drinks (Milo, Ovaltine)
      • Variables: age, income, consumer behaviour and lifestyle, consumer feedback, price and availability
    • Step 3: Competition and Competitive Position Map
      • Price vs. Brand
      • Brand vs. Positioning
    • Step 4: Closing the Gap
      • It has energy releasing B- vitamins and iron for your workout
      • It has the goodness of milk, providing essential macronutrients, proteins and micronutrients not found in commercial sports drinks.
      • It’s NON- FAT for all those who are weight conscious!
    • Step 5: Market Size Estimation
      • Filipinos (aged 16- 59): ~40 million
      • 40 million x 526 pesos (cost of Anchor’s Shape- Up Low Fat Milk 800 grams)= 21 billion pesos
      • Potential market size: Php 21 billion
    • The Marketing Mix Strategy Part 2: Steps 6 to 10
    • Step 6: All about the Product
      • Based on the print ad:
      • It has energy releasing B- vitamins and iron for your workout
      • It has the goodness of milk, providing essential macronutrients, proteins and micronutrients not found in commercial sports drinks.
      • It’s NON- FAT for all those who are weight conscious!
    • Step 6: Other Products
      • Other brands of low- fat milks
    • Step 7: Promos
      • Print ads
    • Step 7: Promos
      • Internet references/ information
    • Step 7: Promos
      • Event Sponsorships: http://run.greentennial.com/sponsors/major/85-get-fit-with-anchor-shape-up.html
    • Step 7: Promos
      • Health Magazines
    • Step 8: Pricing
      • Premium pricing : 526 pesos for 800 grams
      https://bilivery.com/storehouse/index.php/drygoods/milk.html?limit=all&price=1%2C1000
    • Step 9: Distribution
      • Distributor: Fonterra Brands
      • Distributed to groceries, stores and markets
      • Nationwide and overseas
    • Step 10: Winning Strategy
      • Niche market: active and health conscious men and women (16-59 yrs. old) who eat healthy and exercise regularly who can spend on themselves
      • Offers a brand new approach to low fat milk: low fat milk with energy booster for people on the go
      • Distributed by Fonterra Brands: nationwide and overseas
    • Summary
    • 5 Steps for Part 1: PTM and Positioning
      • Anchor’s Shape- Up Low Fat Milk PTM are active and health conscious men and women who eat healthy and exercise regularly
      • This product are for those who want a perfect body, attaining it not only by exercise but by also having a proper diet with the right amount of vitamins and minerals
      • They can choose from other low fat milks
      • But only Anchor’s Shape- Up Low Fat Milk offer energy releasing vitamins and minerals for a boost of energy
      • It has a potential market size of Php 21 billion.
    • 5 Steps for Part 1: PTM and Positioning
      • 6. Anchor’s Shape- Up Low Fat Milk offers energy releasing B- vitamins and iron to give you a boost of energy needed for your work- out. It also has the goodness of milk, providing essential macronutrients, proteins and micronutrients not found in sports drink. It’s also non- fat milk!
      • 7. Reasonably priced
      • 8. Print ads, internet, fun runs
      • 9. Is distributed nationwide and sold in most groceries
      • 10. Niche market [active and health conscious men and women (16-59 yrs. old) who eat healthy and exercise regularly who can spend on themselves]
    • Anna Samantha Imperial MD 070020 ASMPH YL8 MD- MBA Medical Print- Ad Based Marketing January 17, 2011 10 Step Marketing Plan: Anchor Shape- up Low Fat Milk