Your SlideShare is downloading. ×
0
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Imperial 10 stepmarketingplan_anchormilklfm
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Imperial 10 stepmarketingplan_anchormilklfm

932

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
932
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 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
  • 2. Product
    • Anchor’s Shape- Up Low Fat Milk
    Print ad on pages 4-5 of Women’s Health Philippines Jan- Feb 2011 issue
  • 3. 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.
  • 4. 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]
  • 5. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 6. 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
  • 7. 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.
  • 8. 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.
  • 9. Step 3: Competition and Competitive Position Map
    • Direct Competitors: other brands of low- fat milk
  • 10. 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
  • 11. Step 3: Competition and Competitive Position Map
    • Price vs. Brand
    • Brand vs. Positioning
  • 12. 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!
  • 13. 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
  • 14. The Marketing Mix Strategy Part 2: Steps 6 to 10
  • 15. 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!
  • 16. Step 6: Other Products
    • Other brands of low- fat milks
  • 17. Step 7: Promos
    • Print ads
  • 18. Step 7: Promos
    • Internet references/ information
  • 19. Step 7: Promos
    • Event Sponsorships: http://run.greentennial.com/sponsors/major/85-get-fit-with-anchor-shape-up.html
  • 20. Step 7: Promos
    • Health Magazines
  • 21. Step 8: Pricing
    • Premium pricing : 526 pesos for 800 grams
    https://bilivery.com/storehouse/index.php/drygoods/milk.html?limit=all&price=1%2C1000
  • 22. Step 9: Distribution
    • Distributor: Fonterra Brands
    • Distributed to groceries, stores and markets
    • Nationwide and overseas
  • 23. 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
  • 24. Summary
  • 25. 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.
  • 26. 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]
  • 27. 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

×