Barcelona mktgplanbasedon print ad

1

10 STEP

Marketing Plan for

Anchor Shape-Up low fat milk

Kathlene Marie A. Barcelona

MD-070019

January 19, 2010

10 step marketing plan for Anchor Shape-UpKathlene Marie A. Barcelona

MD-070019

Product:

Anchor Shape-Up Low fat milk

Print Ad taken from Runner’s World

Magazine, January 2011 edition

Anchor Shape-UpLow Fat Milk

5 Steps for Part 1:

PTM and Positioning

1. PTM are those people who value health and fitness

2. Who want something more than the usual low fat milk formulation

3. Can choose from Nestle, Magnolia or Anlene

4. Gap is that most milk products just provide the usual macro and micronutrients, and not the additional energy boosters.

5. The market size for the health-conscious is very promising.


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5 Steps for Part 2:

Marketing Mix and Strategy

6. Anchor Shape-Up low fat milk

7. Is priced competitively alongside other brands

8. Can invest in more print/TV/web marketing

9. Located in leading supermarkets in Greater Manila Area

10. Uses a premium quality approach to win


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Positioning to the

Primary Target Market

Part 1:

Steps 1 to 5

1. PTM:

For people who value fitness and health

Demographics (20-40 year old men and women, students, professionals, athletes)

Lifestyle (for people on the go, for the health-conscious, for those who want to be fit)

Behavior (into health and fitness, drinking milk as part of everyday life)


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2. Needs/Wants/Expectations

I need to be healthy.

My body is my temple. Health is wealth. I am for healthy living, healthy lifestyle.

I am competitive. I need to be on top of my game


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3. Anchor Shape-Up’s NWE:

The need to be healthy and fit

The NEEDto be healthy and fit.

Anchor Shape-Up low-fat milk does not only

provide the usual macronutrients and

vitamins and minerals found in milk, but

also deliver a product which can help boost

energy through energy releasing B-Vitamins

and Iron.

10 step marketing plan for Anchor Shape-Up


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Consumers WANT something MORE than the

usual package.

Consumers WANT the best-quality low fat milk product.

Anchor Shape-Up low fat milk is set

apart from other milk products because it

can provide the necessary macronutrients

and vitamins and minerals, with added

benefits of low calories plus energy boosting

vitamins and Iron.



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Towards a healthier, more

energized way of life.

EXPECT a healthier, more energized way of life.

Anchor Shape-Up low fat milk does not

only provide healthy sustenance of essential

macronutrients and vitamins and minerals for

the body but also help boost a “healthy body”

towards positive, “healthy energy”.



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3a. Anchor Shape-Up has

several competitors

Direct:Nestle Low-fat Milk, Magnolia Low-fat Milk, Anlene Low-fat Milk,

Indirect: gym or health clubs, organic or healthy diet, sports drink, lifestyle check

Variables: Formulation, Price, Packaging, Availability/accessibility, brand, customer satisfaction



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3b. Anchor Shape-Up gives

you MORE than you deserve,

all in a glass of milk.

Price/Quality Matrix

Low-End quality

Mid Range quality

Premium quality

High Price

Low Price

Nestle

Magnolia

AnchorAnlene



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4. Anchor Shape-Up positions

itself based on Premium

quality.

Premium quality at a more affordable price

Consumers get MORE than the usual low fat milk formulation

Essential macro and micronutrients plus energy boosters, not provided in other milk products



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5. The market size for the

health-conscious is promising.

Although not stated in the print ad, it can be assumed that with the growing trend nowadays, wherein people go back to basics, go back to organic, go back to healthy living, potential market size for the product is very promising.

Complementary health products and services help back up the consumer value of milk products.



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5. The market size for the

health-conscious is promising.

Media print, internet ads, and TV/radio commercials provide avenue for promotion.

“Health” is the main catch-theme to keep consumers hooked to the product.



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Marketing Mix Strategy

Part 2:

Steps 6 to 10

Anchor Shape-Up’s USP

“Get Fit with Anchor Shape-Up”

Help boost your body into fitness with energy from Anchor Shape-Up.



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6a. Low-fat milk products

compete for market share

DIRECT COMPETITION INDIRECT COMPETITION

Nestle low-fat milk

Anlene low-fat milk

Magnolia low-fat milk

Health/gym club Yoga/ other sports

Healthy diet

Vitamin supplement10 step marketing plan for Anchor Shape-Up


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6b. Product description: Essential

nutrients plus energy boosters

Anchor Shape-Up low fat milk provides only 0.8 g

of fat per 100g of powder – making it the perfect

drink for the weight-conscious. It keeps the

goodness of milk- providing essential

macronutrients such as carbohydrates and

proteins as well as micronutrient such as calcium.

Besides these essentials, Anchor Shape-Up is

packed with energy boosters, namely B1, B2, B3

and B12 vitamins and iron.



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6b. Product description: Essential

nutrients plus energy boosters

Just 2 servings of Anchor Shape-Up give a

higher amount of B vitamins compared to

other low fat milk. It also contains 11 mg of

Iron which is 92% of your daily need based

on Recommended energy and nutrient

intake (RENI).



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7. Price:

Anchor Shape-Up is competitively

priced alongside other brands.

The price of Anchor Shape-Up was not included in the print ad. Although, it can be assumed that it is priced competitively with its competitors, especially since each product provide almost the same milk formulation.



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7. Price:

Anchor Shape-Up is competitively

priced alongside other brands.

The merit of Anchor Shape-Up though, would be that it provides additional energy boosters. But then, its name is not that popular and dependable yet as compared to other established brands such as Nestle and Magnolia.

It can be assumed that Anchor Shape-Up is priced at par with its competitors.



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8. Promo:

There are a lot avenues for promotions

to reach more consumers.

Increase advertising in print (glossy magazines, lifestyle/health magazines, sports magazines, women’s magazines, lifestyle sections in broadsheets)

Increase advertising in billboards (especially along national roads)

Increase advertising in TV and radio through commercials



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8. Promo:

There are a lot avenues for promotions

to reach more consumers.

Increase advertising in websites or social networks such as facebook

Increase advertising by collaborating with other health products in sponsoring health-related events such as marathons

Increase advertising through a key endorser (such as a sports celebrity, Manny Pacquiao)



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8b. Competitor promo rely on

Heavy advertising, customer loyalty

and the brand

In general, other milk products heavily advertise via print ads, billboards, TV commercials and even websites

Milk products bank on their brand maker (Nestle, Magnolia) as consumers tend to buy the trusted brands more, even if the product appears to be more expensive

The competitor products also rely on product recall and customer loyalty



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9.Anchor Shape-Up is available in

leading supermarkets in GMA.

Anchor Shape-Up low fat milk can be found in leading supermarkets in Greater Manila Area.

It still cannot be assumed that it is already available nationwide since the product has just been introduced recently in the market.



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10.

Get Fit with Anchor Shape-Up!

Anchor Shape-Up’s main strategy is to provide more than the usual low fat milk formulation, i.e. energy boosters

It has premium quality and competitive price

Anchor is a dependable brand, known for

other types of milk products.

It is available in leading supermarkets in the GMA



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SUMMARY



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5 Steps for Part 1:

PTM and Positioning

1. PTM are those people who value health and fitness

2. Who want something more than the usual low fat milk formulation

3. Can choose from Nestle, Magnolia or Anlene

4. Gap is that most milk products just provide the usual macro and micronutrients, and not the additional energy boosters.

5. The market size for the health-conscious is very promising.


MD-070019

5 Steps for Part 2:

Marketing Mix and Strategy

6. Anchor Shape-Up low fat milk

7. Is priced competitivelyalongside other brands

8. Can invest in more print/TV/web marketing

9. Located in leading supermarkets in Greater Manila Area

10. Uses a premium quality approach to win


MD-070019

31

10 STEP

Marketing Plan for

Anchor Shape-Up low fat milk


MD-070019

January 19, 2010

Documents

Barcelona mktgplanbasedon print ad