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Milk Anlene
 

Milk Anlene

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    Milk Anlene Milk Anlene Presentation Transcript

    • Increasing Market PenetrationInstitut Teknologi Bandung - MBA Marketing Management Syndicate Number 4
    • The Issue: Anlene has 52% market share of high calcium low fat milk industry . The market size expanding along with the increased awarness of osteoporosis among Indonesian milk consumers. The other competitors has approached to 20% market.
    • Content01 Status Quo Analysis • Indonesian Milk Industry • Categorization of Adult Milk Market • Consumer Needs • Company-Analysis: ANLENE • The Competitor-Marketing Mix • The Challenge02 Suggestion for Marketing Strategy • Exploring New Market Segments • New Product/Packaging • Other Factors for Market Launch 3
    • Status Quo AnalysisIndonesian Milk Industry  Segments  Adult  Very Fast Growth in the last years (42%)  Children  Infant  Pregnant Lactating  Segments  8 players in the indonesian milk industry in early 2006 4
    • Status Quo AnalysisCategorization of Adult Milk Market  NoFat/LowFat, Fresh Milk and Powdered Milk Market (e.g. high-calcium milk market)  Liquid Milk Industry has higher production costs than Powdered Milk  Modern Market is growing and at a dizzying rate and our products are also available there 5
    • Status Quo AnalysisConsumer Needs  Majority of Indonesian milk consumers have preferences for:  Non-fat dry milk  Anhydrous milk  The demand for Non Fat/Low Fat (NFLF) in milk category is growing significantly in Indonesia  Fresh milk is perceived as having bad quality 6
    • Status Quo Analysis Company Analysis (Anlene):  Market segmentation for adult milk product  Market share 2005-2007 : 50-51%  Highest market share : nearly 60% (October 2007)
    • Anlene 4 P’sANLENE 1. 2. Clinically proven to prevent osteoporosis Introducing the low fat high calcium product4 P’s 3. Extended the product range from milk powder to liquid milk 4. Variety of product: yoghurt, soy milk, malted powderProduct 5. Offered many flavours: vanilla and chocolate 6. Product size: 250 gr and 600 gr cartonsPrice 15% higher than the lowest competitor pricePlace 1. Most available in traditional market 2. Also available in modern marketPromotion 1. Partnered with non-profit organizations to promote the danger of osteoporosis 2. Conduct events, seminars and bone test across Indonesia 3. Use celebrities to communicate its brand 4. Giving out gimmicks for certain amount purchases 5. A toll free number cumtomer service 6. Bone scan stations 7. Dominate at least 50% of the available space
    • Store- Promotion Example :Anlene once opened bone scan stations with sales promotion girls (SPG) supporting this promotion 9
    • The Competitors4 P’s Produgen CalcimexProduct •High calcium milk product •Came in two flavours: plain and chocolate •Packages: 300, 600 and 900 gr •Added with fiber for digestion systemPrice •Middle to low class No information added •Lower price than anlene (10%)Place Modern market No information addedPromotion •Nation wide campaign and events (9 •Use celebrities to cities in Indonesia) communicate its brands •Change of packaging design •Distributing samples •National campaign •Spread educational •Seminars, talk show and sponsor the brochures events •Partnered with fitness place
    • The Competitors 4 P’s Hi-Lo Nestle OmegaProduct •Added non fat to high calcium characteristic •High calcium milk • Offered more flavours product •Targeted in osteoarthritis disease •Contained actifibras for •Variety of product digestion process •Product size: 250 and 500 grPrice Hi Lo active (250 gr): Rp 15.000,- No information added Hi Lo gold (250 gr): Rp 16.500,-Place Hi Lo’s sales spread to 33 provinces Malls and offices Many supermarkets outletsPromotion •Distribute free samples at hospital and Distributing samples in supermarkets outlets supplemented with prizes malls and offices •Educate people •Offering free drinks and sampling at hospitals and supermarkets •Conduct meeting with local suburban, religious meeting,etc. •TV advertising •Print media advertising
    • ObjectiveANLENE: The Challenge  How can ANLENE keep as a strong leader in the adult category? 12
    • Suggestion for Marketing StrategyExploring New Market-Segments  Analysis has showed:  Majority of Indonesian milk consumers have preferences for:  Non-fat dry milk  Anhydrous milk  The demand for Non Fat/Low Fat (NFLF) in milk category is growing significantly in Indonesia ANLENE can satisfy this emerging needs in form of a new Product Range for Adults! 13
    • Suggestion for Marketing StrategyExploring New Market-Segments  The Solution: New Product Range ANLENE – LIGHT AND BALANCE LINE NonFat/Low Fat Milk The healthy energizer, which will strenghten your bones and body after mental and physical strain – without Fat! 14
    • New LIGHT AND BALANCE – FRUITS ANLENE ANLENE LIGHT AND BALANCE – NATURAL Product/Packaging: ANLENE – LIGHT AND BALANCE LINE ANLENE15 LIGHT AND BALANCE – CLEAR TASTE Suggestion for Marketing Strategy
    • Suggestion for Marketing StrategyOther Factors for Market-Launch  The Brand‘s/Companie‘s Unique Selling Proposition:  We will keep the USP and association with „strong bones“ and use them to make a „light“ category for sportive and fit adults  Promotion:  ANLENE collavoration with sport-men and women, who can be used as well as Testimonials for camapaigns  Events and Sponsorship of Health- and Sport-Events  Place:  Using the already available distribution network 16
    • Syndicate 4Thank you for your attention! 17