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10 STEP Marketing Plan for Anchor Milk 1-3 Plus
EfrenEwoldEstrella
February 2011

2. Anchor Milk Philippines
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.
Source: http://www.fernleafinstitute.com/wps/wcm/connect/anchor/anchor/home/2+-+aroundtheworld/philippines/

3. Anchor Milk dedicated in creating the best products for families..
Anchor 1+ for kids aged 1-3 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 up to 2 times more protection against common childhood sickness.
Improved the health of children by significantly reducing the incidence and duration of common childhood illness.
They can choose from Nestle Bear Brand or Wyeth Bona kid
Gap is all other brands are offering same benefits in a much lower price.
Market size is at 10billion kids according to recent National Statistic Office

4. Anchor milk has been providing high quality products since 1970s.
Price
They use TV ads and advertisement for promotion.
Available all over the country.
They use doctors, mothers, and kids to promote their product.
Anchor Milk dedicated in creating the best products for families..

5. Anchor Milk Primary Target is kids from 1-3 years of age.
1-3 years old, social class from ABC and D.
Those mother who are looking for a healthy option for their kids.
Drink Anchor Milk everyday for a good calcium intake

6. Describe your PTM needs
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
Reference: Maslows Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
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7. 3a. Direct and indirect products that address my PTMs NWD
Competitors of Anchor Milk

8. 5a. 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.

9. 5a. 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).

10. 6a. Photo of product category

11. Anchor Milk vs Competitors
Indirect competitor
Direct competitor
Anchor 1 plus
Stack in the grocery shelve

12. 6b. Product Description
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.

13. 7. Price
Anchor Milk 900grams is at Php427.00
Comparative difference of two products:

14. 8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use
3
2
4
1
2
4
1
3

15. 8a. Anchor Milk Promo
Anchor Milk used Pangarap Mo SagotKo promo last year to attract consumer, below is the link of their promo
http://www.youtube.com/watch?v=nuqX2h3La2k

16. 8b. Competitor promo
* Bear Brand Milk uses brown bear to attract their consumer, they even use politician or artists for commercial promotions.
http://www.youtube.com/watch?v=ACq1VZ2q_fw&feature=related
* Bonakid uses Super Inggo at Ang Super Tropa as their marketing strategy
http://www.youtube.com/watch?v=QRiWtKzepzU

17. 9. Anchor Milk
Anchor Milk is available in:
Supermarkets, sari-sari stores, convenience outlets, drugstores.
Nationwide or in key areas only?
Method of delivery some products can be delivered to your home, ordered via internet (like rustans)

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SUMMARY

19. Anchor Milk dedicated in creating the best products for families..
Anchor 1+ for kids aged 1-3 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 up to 2 times more protection against common childhood sickness.
Improved the health of children by significantly reducing the incidence and duration of common childhood illness.
They can choose from Nestle Bear Brand or Wyeth Bona kid
Gap is all other brands are offering same benefits in a much lower price.
Market size is at 10billion kids according to recent National Statistic Office

20. Anchor milk has been providing high quality products since 1970s.
Price
They use TV ads and advertisement for promotion.
Available all over the country.
They use doctors, mothers, and kids to promote their product.
Anchor Milk dedicated in creating the best products for families..

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10 STEP Marketing Plan for Anchor Milk 1-3 Plus
EfrenEwoldEstrella
February 2011