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Anna Samantha ImperialMD 070020

ASMPH YL8 MD- MBAMedical Print- Ad Based Marketing

January 17, 2011

10 Step Marketing Plan:Anchor Shape- up

Low Fat Milk

Product

Anchor’s Shape- Up Low Fat

Milk

Print ad on pages 4-5 of

Women’s Health

Philippines Jan- Feb 2011

issue

5 Steps for Part 1:PTM and Positioning

1. Anchor’s Shape- Up Low Fat Milk PTM are active and health conscious men and women who eat healthy and exercise regularly

2. 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

3. They can choose from other low fat milks4. But only Anchor’s Shape- Up Low Fat Milk offer

energy releasing vitamins and minerals for a boost of energy

5. It has a potential market size of Php 21 billion.

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 priced8. Print ads, internet, fun runs9. Is distributed nationwide and sold in most groceries10. Niche market [active and health conscious men

and women (16-59 yrs. old) who eat healthy and exercise regularly who can spend on themselves]

Positioning to the Primary Target Market

Part 1:Steps 1 to 5

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

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.

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.

Step 3: Competition and Competitive Position Map

Direct Competitors: other brands of low- fat milk

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

Step 3: Competition and Competitive Position Map Price vs. Brand Brand vs. Positioning

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!

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

The Marketing Mix Strategy

Part 2:Steps 6 to 10

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!

Step 6: Other Products

Other brands of low- fat milks

Step 7: Promos

Print ads

Step 7: Promos

Internet references/ information

Step 7: Promos

Event Sponsorships: http://run.greentennial.com/sponsors/major/85-get-fit-with-anchor-shape-up.html

Step 7: Promos

Health Magazines

Step 8: Pricing

Premium pricing: 526 pesos for 800 grams

https://bilivery.com/storehouse/index.php/drygoods/milk.html?limit=all&price=1%2C1000

Step 9: Distribution

Distributor: Fonterra Brands Distributed to groceries, stores and

markets Nationwide and overseas

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

Summary

5 Steps for Part 1:PTM and Positioning

1. Anchor’s Shape- Up Low Fat Milk PTM are active and health conscious men and women who eat healthy and exercise regularly

2. 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

3. They can choose from other low fat milks4. But only Anchor’s Shape- Up Low Fat Milk offer

energy releasing vitamins and minerals for a boost of energy

5. It has a potential market size of Php 21 billion.

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 priced8. Print ads, internet, fun runs9. Is distributed nationwide and sold in most groceries10. Niche market [active and health conscious men

and women (16-59 yrs. old) who eat healthy and exercise regularly who can spend on themselves]

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Anna Samantha ImperialMD 070020

ASMPH YL8 MD- MBAMedical Print- Ad Based Marketing

January 17, 2011

10 Step Marketing Plan:Anchor Shape- up

Low Fat Milk