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Increasing Market Penetration
Institut Teknologi Bandung - MBA
Marketing Management
Syndicate Number 4
The Issue:The Issue:
Anlene has 52% market share of high calcium Anlene has 52% market share of high calcium low fat milk industry .low fat milk industry .
The market size expanding along with the The market size expanding along with the increased awarness of osteoporosis among increased awarness of osteoporosis among Indonesian milk consumers.Indonesian milk consumers.
The other competitors has approached to 20% The other competitors has approached to 20% market.market.
Content
01 Status Quo Analysis
• Indonesian Milk Industry• Categorization of Adult Milk Market• Consumer Needs• Company-Analysis: ANLENE• The Competitor-Marketing Mix• The Challenge
02 Suggestion for Marketing Strategy
• Exploring New Market Segments• New Product/Packaging• Other Factors for Market Launch
3
Status Quo Analysis
Indonesian Milk IndustryIndonesian Milk Industry
SegmentsSegments AdultAdult
Very Fast Growth in the last years (42%)Very Fast Growth in the last years (42%) ChildrenChildren InfantInfant Pregnant LactatingPregnant Lactating
SegmentsSegments 8 players in the indonesian milk industry in early 8 players in the indonesian milk industry in early
20062006
4
Status Quo Analysis
Categorization of Adult Milk MarketCategorization of Adult Milk Market
NoFat/LowFat, Fresh Milk and Powdered Milk NoFat/LowFat, Fresh Milk and Powdered Milk Market (e.g. high-calcium milk market)Market (e.g. high-calcium milk market)
Liquid Milk Industry has higher production costs Liquid Milk Industry has higher production costs than Powdered Milkthan Powdered Milk
Modern Market is growing and at a dizzying rate Modern Market is growing and at a dizzying rate and our products are also available thereand our products are also available there
5
Status Quo Analysis
Consumer NeedsConsumer Needs Majority of Indonesian milk Majority of Indonesian milk
consumers have preferences for:consumers have preferences for: Non-fat dry milkNon-fat dry milk Anhydrous milkAnhydrous milk
The demand for Non Fat/Low Fat The demand for Non Fat/Low Fat (NFLF) in milk category is growing (NFLF) in milk category is growing significantly in Indonesiasignificantly in Indonesia
Fresh milk is perceived as having bad Fresh milk is perceived as having bad qualityquality
6
Status Quo Analysis
Company Analysis (Anlene):Company Analysis (Anlene):Market segmentation for adult Market segmentation for adult
milk productmilk productMarket share 2005-2007 : 50-Market share 2005-2007 : 50-
51%51%Highest market share : nearly Highest market share : nearly
60% (October 2007)60% (October 2007)
Anlene 4 P’s
ANLENE 4 P’s
Product
1. Clinically proven to prevent osteoporosis2. Introducing the low fat high calcium product3. Extended the product range from milk powder to liquid
milk4. Variety of product: yoghurt, soy milk, malted powder5. Offered many flavours: vanilla and chocolate6. Product size: 250 gr and 600 gr cartons
Price 15% higher than the lowest competitor price
Place 1. Most available in traditional market2. Also available in modern market
Promotion 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 brand4. Giving out gimmicks for certain amount purchases5. A toll free number cumtomer service6. Bone scan stations 7. Dominate at least 50% of the available space
Store- Promotion Example :Store- Promotion Example :
Anlene once opened bone scan stations with Anlene once opened bone scan stations with sales promotion girls (SPG) supporting this sales promotion girls (SPG) supporting this promotionpromotion
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The Competitors4 P’s Produgen Calcimex
Product •High calcium milk product •Came in two flavours: plain and chocolate•Packages: 300, 600 and 900 gr•Added with fiber for digestion system
Price •Middle to low class•Lower price than anlene (10%)
No information added
Place Modern market No information added
Promotion •Nation wide campaign and events (9 cities in Indonesia)•Change of packaging design•National campaign•Seminars, talk show and sponsor the events
•Use celebrities to communicate its brands•Distributing samples•Spread educational brochures•Partnered with fitness place
The Competitors
4 P’s Hi-Lo Nestle Omega
Product •Added non fat to high calcium characteristic• Offered more flavours•Targeted in osteoarthritis disease•Variety of product•Product size: 250 and 500 gr
•High calcium milk product•Contained actifibras for digestion process
Price Hi Lo active (250 gr): Rp 15.000,-Hi Lo gold (250 gr): Rp 16.500,-
No information added
Place Hi Lo’s sales spread to 33 provincesMany supermarkets outlets
Malls and offices
Promotion •Distribute free samples at hospital and supermarkets outlets supplemented with prizes•Educate people•Offering free drinks and sampling at hospitals and supermarkets•Conduct meeting with local suburban, religious meeting,etc.•TV advertising•Print media advertising
Distributing samples in malls and offices
Objective
ANLENE: The ChallengeANLENE: The Challenge
How can ANLENE keep as a strong How can ANLENE keep as a strong leader in the adult category?leader in the adult category?
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Suggestion for Marketing Strategy
Exploring New Market-SegmentsExploring New Market-Segments Analysis has showed:Analysis has showed:
Majority of Indonesian milk consumers have preferences for:Majority of Indonesian milk consumers have preferences for: Non-fat dry milkNon-fat dry milk Anhydrous milkAnhydrous milk
The demand for Non Fat/Low Fat (NFLF) in The demand for Non Fat/Low Fat (NFLF) in milk category is growing significantly in milk category is growing significantly in IndonesiaIndonesia
ANLENE can satisfy this emerging needs in ANLENE can satisfy this emerging needs in form of a new Product Range for Adults!form of a new Product Range for Adults!
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Suggestion for Marketing Strategy
Exploring New Market-SegmentsExploring New Market-Segments The Solution: New Product RangeThe Solution: New Product Range
ANLENE – LIGHT AND BALANCE LINEANLENE – LIGHT AND BALANCE LINENonFat/Low Fat MilkNonFat/Low Fat Milk
The healthy energizer, which will The healthy energizer, which will strenghten your bones and body after strenghten your bones and body after mental and physical strain – without Fat!mental and physical strain – without Fat!
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Suggestion for Marketing Strategy
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New Product/Packaging:
ANLENE – LIGHT AND BALANCE LINE
LIG
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– C
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– F
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LEN
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Suggestion for Marketing Strategy
Other Factors for Market-LaunchOther Factors for Market-Launch The Brand‘s/Companie‘s Unique The Brand‘s/Companie‘s Unique
Selling Proposition:Selling Proposition: We will keep the USP and association with „strong We will keep the USP and association with „strong
bones“ and use them to make a „light“ category for bones“ and use them to make a „light“ category for sportive and fit adultssportive and fit adults
Promotion:Promotion: ANLENE collavoration with sport-men and women, who ANLENE collavoration with sport-men and women, who
can be used as well as Testimonials for camapaignscan be used as well as Testimonials for camapaigns Events and Sponsorship of Health- and Sport-EventsEvents and Sponsorship of Health- and Sport-Events
Place:Place: Using the already available distribution networkUsing the already available distribution network
16
Syndicate 4
Thank you for your attention!Thank you for your attention!
17
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