10 step marketing plan

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10 STEP Marketing Plan for Anchor Philippines

Efren Ewold EstrellaFebruary 2011

www.efrenewold.blogspot.com

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer

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Anchor Philippines

Anchor is a brand of dairy products that was founded in New Zealand in 1886 and is one of the key brands owned by the New Zealand based international exporter Fonterra Co−operative Group. Anchor has been providing high quality products and good nutrition to the Philippines since the 1970's. When the brand was first introduced, the only product in Anchor's portfolio was Anchor Full Cream Milk, Now, the range has extended to include Growing Up Milks, ready-to-drink UHT milks, and just recently, Affordable Milk. Anchor also endorses other dairy food categories including butter, fruit milk, cheese, and whipping cream. 3

http://wn.com/New_Zealand

http://wn.com/Fonterra


1. Anchor Milk is the only growing up milk that contains Nutri-Care a unique combination of vitamins A,C, E, zinc and selenium – proven by doctors up to 2 times more protection against common childhood sickness.

2. Improved the health of children by significantly reducing the incidence and duration of common childhood illness.

3. They can choose from Nestle: Nido Milk or Wyeth: Bona kid

4. Gap is all other brands are offering same benefits in a much lower price.

5. Market size is at 3.2B based on Php427 retail price of Anchor Milk

Steps 1 to 5Summary headline of your PTM and market

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6. Anchor milk has been providing high quality products since 1970’s.

7. Price varies from different packages, etc. carton, in can or tetra pack.

8. They use TV ads, online ads, billboards, print ads, and events for promotion.

9. Available all over the country.10. They use doctors, mothers, and kids to

promote their product.


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Anchor Growing Up Milk Primary Target is kids from 1-3 years of age. Primary target:

Anchor 1-3 plusKids:1-3 years old, social classes from ABC and D.

Parents who are looking for a healthy option for their kids.

Drink Anchor Milk at least2 glasses a day.

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2. My PTM’s NWD

Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the

product

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Describe your PTM needsSelf-Actualization

Needs(Self-

Development & Realization)

Esteem Needs (Recognition,

Status)

Social Needs (sense of belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

Mission is to help each and every child reach their potential by Supporting families and providing the best nutrition

Providing the right nutrition for kids

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2. PTM’s needs, wants & demands

Needs: Social Need, sense of belongingness and love

Wants: Physiological

Demands:

A recent, large-scale study has shown that consumption of Anchor Growing Up Milk with Nutricare™, a fortified milk powder for children, improved the health of children by significantly reducing the incidence and duration of common childhood illnesses.

The nutrients used for fortification were zinc, iron, vitamins A, C and E, selenium and copper for their anti-oxidant and immuno-modulatory properties.

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3a. Direct and indirect products that address my PTM’s NWD

Competitors of Anchor Milk

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3b. Positioning Maps

1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice

This 1st Map should allow differentiation/ non-clustering of the direct competitors

Example: Price vs. AgeSize of bubbles= represent relative market

shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants

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1st Map: Price vs Brand

Price Anchor Milk Nido Milk Bear Brand Milk

High Price

Low Price

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2nd Map: Benefits vs Brand

Benefits Anchor 1 plus Anchor 3 plus Nido 1 plus Nido 3 plus

Contains vitamins A,C,E, zinc and selenium and copper for their anti-oxidant and immuno-modulatory properties.

Contains Nutri-care to help protect against common childhood sickness

Contains Calcium,Irons, and Vitamins D and 17g of protein with Prebio 1

Contains Prebio 3 also contains essential fatty acids which assist in brain development, contains iodine and calcium for bone development Will improve kids digestive system

Improved the health of children by significantly reducing the incidence and duration of common childhood illnesses.

Probiotics and Digestive Health

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5a. Market size Estimation

Filipinos kids: Approximately : 7.7M kids ages from

0-4 7.7M x Php427.00 = Php3.2B Market size as of : Php3.2B

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5b. Market size using company data

The population in which the study was undertaken in was a peri-urban population living in well-constructed homes. All participants in the study received the study milk powders packaged in single serve sachets with advice to consume two to three sachets reconstituted (using previously boiled and cooled water) per day for one year.

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5c. Market size using company data

The intervention group received Anchor Growing Up Milk with Nutricare™ (milk powder that had been fortified with zinc, iron, selenium, copper and vitamins A, C and E).

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6a. Photo of product category and its uniqueness.

Anchor 1+Anchor 1+ for kids aged 1 to 3 is the ONLY Growing Up Milk Powder that contains Nutri- care™ a unique combination of vitamins A, C, E, zinc and selenium - proven by doctors to provide up to 2 times more protection against common childhood sickness. It is the only milk doctor-proven to protect against diarrhoea, anemia, acute lower respiratory infection or pneumonia, and to reduce the duration of illnesses with fever

Anchor Full Cream MilkAnchor Full Cream Milk is a great tasting milk for the whole family and is especially good for kids aged 6-12 years. It contains iron, vitamins A and C, and vitamin D3 for brain, body and bone development. It is the first and only chocolate flavoured Full Cream Milk in the Philippines.

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Anchor Family MilkAnchor Family Milk is the new entry in the affordable milk segment of the kid's milk market in the Philippines. It provides optimum everyday nutrition and contains Vita Plus for good mental function, strong bones, better resistance, improved digestion and energy production, and muscle development.

Anchor 3+Anchor 3+ is the Growing Up Milk nutritionally suited for kids aged 3 to 7 years old. It also contains Nutri-care™ to help protect against common childhood sickness.

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Anchor UHTsAnchor offers ready-to-drink milk products (UHTs) in three variants: fresh milk, chocolate and mocha.

Anchor ButterAnchor Butter has been the trusted butter brand in the Philippines for over 25 years, providing Filipino families with the creamy goodness and delicious taste of fresh butter for all their spreading, cooking and baking needs. Today, Anchor Butter also comes in a convenient spreadable variant that spreads easily even when taken straight from the refrigerator.

Anchor Cheese

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Anchor Cheese SinglesDelicious and convenient Anchor Cheese Singles are individually wrapped cheese slices that are ideal for sandwiches or as snacks that kids simply love. And because they're made from Anchor milk goodness, Anchor Cheese Singles are also rich in dairy protein and calcium to promote strong bodies and bones.

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Anchor Milk vs. Competitors

Direct competitor

Indirect competitor

Stack in the grocery shelve

Anchor 1 plus

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6b. Product Description

Anchor has grown as a brand and has extended itself into new products to better cater to the evolving needs of the Philippine milk market. During this expansion, Anchor has retained its pure and fresh image across its entire range and continues to be known as a brand trusted by mothers to provide high quality, good-tasting and healthy milk products.

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6b. Data Formulation and Servings:

Table 1: Levels of Nutrients per Serve in Anchor 1+ with Nutricare™

NUTRIENT AMOUNTS / SERVE AMOUNTS / 2 SERVES AMOUNTS / 3 SERVES

Zinc 3.2 mg / serve 6.4 mg 9.6 mg

Iron 3.2 mg / serve 6.4 mg 9.6 mg

Selenium 2.2 μg / serve 4.4 μg 6.6 μg

Copper 0.1 mg / serve 0.2 mg 0.3 mg

Vitamin A 110 μg / serve

Table 1 shows the level of each nutrient per serve in Anchor 1+ with Nutricare™ . The control group received the same base milk powder without the fortification, therefore had natural levels of these nutrients as typically found in milk.

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7. Price

Anchor Milk 900grams is at Php 427.00

Comparative difference of two products:Size Anchor Nido

1800grams Php 731.00 Php 680.00

350g-370g Php 172.00 Php 160.00

150g-160g Php 69.75 Php 69.30

900g – 1kg Php 427.00 Php 444.00

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8a. Which of these modes does your product use?

1

1

4

2

3

3

4

2

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8a. Anchor Milk Promo

Anchor Milk used “Pangarap Mo Sagot Ko” promo last year to attract consumer, below is the link of their promo

http://www.youtube.com/watch?v=nuqX2h3La2k

Other promotions and commercials can be viewed on http://wn.com/anchor_milk

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http://www.youtube.com/watch?v=nuqX2h3La2k


8b. Competitor promo

* Nido Milk promotions. http://www.youtube.com/watch?v=Fbk4ODfLpJU&feature=related

* Bonakid uses Super Inggo at Ang Super Tropa as their marketing strategy

http://www.youtube.com/watch?v=QRiWtKzepzU

* Bearbrand Promotions:http://www.youtube.com/watch?v=ACq1VZ2q_fw

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http://www.youtube.com/watch?v=Fbk4ODfLpJU&feature=related

http://www.youtube.com/watch?v=QRiWtKzepzU

http://www.youtube.com/watch?v=ACq1VZ2q_fw


9. Place

Anchor Milk is available in: Supermarkets, sari-sari stores,

convenience outlets, drugstores. Nationwide. Method of delivery some products can

be delivered to your home, ordered via internet (like rustan’s).

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10. What is the generic winning strategy?

Low Cost Producer Supply and Distribution Leverage Differentiation Niche

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SUMMARY

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1. For population: http://www.census.gov.ph/data/sectordata/poproj06.txt

2. For product information: http://www.fernleafinstitute.com/wps/wcm/connect/anchor/anchor/home/

3. For company information: http://www.fonterra.com/wps/wcm/connect/fonterracom/fonterra.com/home/

4. For pricing: Rustan’s Department Store5. For Nido Milk: http://www.nestle.co.za/default.aspx?

pid=150

Sources:

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http://www.census.gov.ph/data/sectordata/poproj06.txt

http://www.census.gov.ph/data/sectordata/poproj06.txt

http://www.fernleafinstitute.com/wps/wcm/connect/anchor/anchor/home/

http://www.fernleafinstitute.com/wps/wcm/connect/anchor/anchor/home/

http://www.fonterra.com/wps/wcm/connect/fonterracom/fonterra.com/home/

http://www.fonterra.com/wps/wcm/connect/fonterracom/fonterra.com/home/


1. Anchor Milk is the only growing up milk that contains Nutri-Care a unique combination of vitamins A,C, E, zinc and selenium – proven by doctors up to 2 times more protection against common childhood sickness.

2. Improved the health of children by significantly reducing the incidence and duration of common childhood illness.

3. They can choose from Nestle: Nido Milk or Wyeth: Bona kid

4. Gap is all other brands are offering same benefits in a much lower price.

5. Market size is at 3.2B based on Php427 retail price of Anchor Milk


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6. Anchor milk has been providing high quality products since 1970’s.

7. Price varies from different packages, etc. carton, in can or tetra pack.

8. They use TV ads, online ads, billboards, print ads, and events for promotion.

9. Available all over the country.10. They use doctors, mothers, and kids to

promote their product.


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10 STEP Marketing Plan for Anchor Milk 1-3 Plus

Efren Ewold EstrellaFebruary 2011

10 step marketing plan

Education

common childhood

common childhood

positioning

php427 retail

milk powder

market size

anchor milk

marketanchor