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ANCHOR “SHAPE-UP” fitness milk ,[object Object],[object Object],[object Object],[object Object]
The Advertisement
Step 1: The Primary Target Market The Primary Target Market
The young athletic ,[object Object],[object Object],[object Object]
Step 2: Needs, Wants, and Demands of the PTM Needs, Wants, and Demands of the PTM
Healthy choices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 3: Competition and Competitive Position Map Competition and Competitive Position Map
Direct Competition ,[object Object],[object Object]
Indirect Competition ,[object Object],[object Object]
Comparison Chart Feature Anchor “Shape-Up” Other non-fat milk brands Sports Drinks Fitness Drinks Slimming Teas calcium Yes Yes little barely little Vit B complex Yes little Yes little barely carbohydrates Yes Yes little little none proteins Yes Yes none little none iron Yes (some) none none little fats low low none none none l-carnitine none none (some) yes (some) Preparations powdered Powdered/ready-to-drink ready-to-drink ready-to-drink bags/powdered
Sports drinks Nutritional Benefits Energy for sports Other low-fat milk brands (low-fat) Anchor “shape-up” Herbal Slimming Teas Fitness Drinks
Step 4: The Gap The Gap
The best of both worlds ,[object Object],[object Object],[object Object]
Step 5: Market Size Market Size
Milk Market ,[object Object]
Step 6: The Product The Product
 
Step 7: Promotions Promotions
Talk the Talk ,[object Object],[object Object],[object Object],[object Object],[object Object]
Walk the Walk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 8: The Price The Price
Competitive edge ,[object Object],[object Object]
Step 9: The Place The Place
Healthy Purchase ,[object Object],[object Object],[object Object],[object Object]
Step 10: The Winning Strategy The Winning Strategy
“The best of both worlds in one product” ,[object Object],[object Object],[object Object],[object Object]
ANCHOR “SHAPE-UP” fitness milk ,[object Object],[object Object],[object Object],[object Object]

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Ayes_Anchor_Marketing

  • 1.
  • 3. Step 1: The Primary Target Market The Primary Target Market
  • 4.
  • 5. Step 2: Needs, Wants, and Demands of the PTM Needs, Wants, and Demands of the PTM
  • 6.
  • 7. Step 3: Competition and Competitive Position Map Competition and Competitive Position Map
  • 8.
  • 9.
  • 10. Comparison Chart Feature Anchor “Shape-Up” Other non-fat milk brands Sports Drinks Fitness Drinks Slimming Teas calcium Yes Yes little barely little Vit B complex Yes little Yes little barely carbohydrates Yes Yes little little none proteins Yes Yes none little none iron Yes (some) none none little fats low low none none none l-carnitine none none (some) yes (some) Preparations powdered Powdered/ready-to-drink ready-to-drink ready-to-drink bags/powdered
  • 11. Sports drinks Nutritional Benefits Energy for sports Other low-fat milk brands (low-fat) Anchor “shape-up” Herbal Slimming Teas Fitness Drinks
  • 12. Step 4: The Gap The Gap
  • 13.
  • 14. Step 5: Market Size Market Size
  • 15.
  • 16. Step 6: The Product The Product
  • 17.  
  • 18. Step 7: Promotions Promotions
  • 19.
  • 20.
  • 21. Step 8: The Price The Price
  • 22.
  • 23. Step 9: The Place The Place
  • 24.
  • 25. Step 10: The Winning Strategy The Winning Strategy
  • 26.
  • 27.