Imperial 10 stepmarketingplan_anchormilklfm

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Imperial 10 stepmarketingplan_anchormilklfm

  1. 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. 2. Product <ul><li>Anchor’s Shape- Up Low Fat Milk </li></ul>Print ad on pages 4-5 of Women’s Health Philippines Jan- Feb 2011 issue
  3. 3. 5 Steps for Part 1: PTM and Positioning <ul><li>Anchor’s Shape- Up Low Fat Milk PTM are active and health conscious men and women who eat healthy and exercise regularly </li></ul><ul><li>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 </li></ul><ul><li>They can choose from other low fat milks </li></ul><ul><li>But only Anchor’s Shape- Up Low Fat Milk offer energy releasing vitamins and minerals for a boost of energy </li></ul><ul><li>It has a potential market size of Php 21 billion. </li></ul>
  4. 4. 5 Steps for Part 1: PTM and Positioning <ul><li>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! </li></ul><ul><li>7. Reasonably priced </li></ul><ul><li>8. Print ads, internet, fun runs </li></ul><ul><li>9. Is distributed nationwide and sold in most groceries </li></ul><ul><li>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] </li></ul>
  5. 5. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  6. 6. Step 1: Anchor’s Shape- Up Non- fat Milk’s Primary Target Market <ul><li>Demographics: anyone from 16- 59, male or female, socioeconomic class ABC, single or married, mostly earning </li></ul><ul><li>Lifestyle: active; studying or working </li></ul><ul><li>Behavior: active and health conscious men and women who eat healthy and exercise regularly </li></ul>
  7. 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. 8. Needs, Wants and Expectations <ul><li>The consumers need to be healthy and help them be active. </li></ul><ul><li>The consumers want a low- fat milk that can help boost their energy and confidence without worrying about their weight. </li></ul><ul><li>They expect that Anchor’s Shape- Up Low Fat milk deliver what they need and want in an energy- boosting low fat milk. </li></ul>
  9. 9. Step 3: Competition and Competitive Position Map <ul><li>Direct Competitors: other brands of low- fat milk </li></ul>
  10. 10. Step 3: Competition and Competitive Position Map <ul><li>Indirect Competitors: Sports drinks, mineral and vitamin supplements, powdered energy drinks (Milo, Ovaltine) </li></ul><ul><li>Variables: age, income, consumer behaviour and lifestyle, consumer feedback, price and availability </li></ul>
  11. 11. Step 3: Competition and Competitive Position Map <ul><li>Price vs. Brand </li></ul><ul><li>Brand vs. Positioning </li></ul>
  12. 12. Step 4: Closing the Gap <ul><li>It has energy releasing B- vitamins and iron for your workout </li></ul><ul><li>It has the goodness of milk, providing essential macronutrients, proteins and micronutrients not found in commercial sports drinks. </li></ul><ul><li>It’s NON- FAT for all those who are weight conscious! </li></ul>
  13. 13. Step 5: Market Size Estimation <ul><li>Filipinos (aged 16- 59): ~40 million </li></ul><ul><li>40 million x 526 pesos (cost of Anchor’s Shape- Up Low Fat Milk 800 grams)= 21 billion pesos </li></ul><ul><li>Potential market size: Php 21 billion </li></ul>
  14. 14. The Marketing Mix Strategy Part 2: Steps 6 to 10
  15. 15. Step 6: All about the Product <ul><li>Based on the print ad: </li></ul><ul><li>It has energy releasing B- vitamins and iron for your workout </li></ul><ul><li>It has the goodness of milk, providing essential macronutrients, proteins and micronutrients not found in commercial sports drinks. </li></ul><ul><li>It’s NON- FAT for all those who are weight conscious! </li></ul>
  16. 16. Step 6: Other Products <ul><li>Other brands of low- fat milks </li></ul>
  17. 17. Step 7: Promos <ul><li>Print ads </li></ul>
  18. 18. Step 7: Promos <ul><li>Internet references/ information </li></ul>
  19. 19. Step 7: Promos <ul><li>Event Sponsorships: http://run.greentennial.com/sponsors/major/85-get-fit-with-anchor-shape-up.html </li></ul>
  20. 20. Step 7: Promos <ul><li>Health Magazines </li></ul>
  21. 21. Step 8: Pricing <ul><li>Premium pricing : 526 pesos for 800 grams </li></ul>https://bilivery.com/storehouse/index.php/drygoods/milk.html?limit=all&price=1%2C1000
  22. 22. Step 9: Distribution <ul><li>Distributor: Fonterra Brands </li></ul><ul><li>Distributed to groceries, stores and markets </li></ul><ul><li>Nationwide and overseas </li></ul>
  23. 23. Step 10: Winning Strategy <ul><li>Niche market: active and health conscious men and women (16-59 yrs. old) who eat healthy and exercise regularly who can spend on themselves </li></ul><ul><li>Offers a brand new approach to low fat milk: low fat milk with energy booster for people on the go </li></ul><ul><li>Distributed by Fonterra Brands: nationwide and overseas </li></ul>
  24. 24. Summary
  25. 25. 5 Steps for Part 1: PTM and Positioning <ul><li>Anchor’s Shape- Up Low Fat Milk PTM are active and health conscious men and women who eat healthy and exercise regularly </li></ul><ul><li>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 </li></ul><ul><li>They can choose from other low fat milks </li></ul><ul><li>But only Anchor’s Shape- Up Low Fat Milk offer energy releasing vitamins and minerals for a boost of energy </li></ul><ul><li>It has a potential market size of Php 21 billion. </li></ul>
  26. 26. 5 Steps for Part 1: PTM and Positioning <ul><li>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! </li></ul><ul><li>7. Reasonably priced </li></ul><ul><li>8. Print ads, internet, fun runs </li></ul><ul><li>9. Is distributed nationwide and sold in most groceries </li></ul><ul><li>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] </li></ul>
  27. 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

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