marketing print ad 10-step plan

10-Step Marketing PlanNIDO 3+

Bernadette C. AngustiaMarketing Management

The Product

Step 1:The Primary Target Market

Stakeholders

Mothers◦ Belonging to Family Life Cycle: Family with young children◦ Educated◦ Class AB ◦ Understands medical concepts such as the good of probiotics

and lactobacillus Physicians specifically Pediatricians

◦ May prescribe/advise what milk is best for children◦ Has great influence on their patients and their mothers◦ Knows the benefits of probiotics and fibers

Step 2:Needs, Wants, and Demands of the Target Market

Mothers

Wants: Informed choice of milk for their kids

Needs: Nutritious and Healthy milk for their kids

Demands: Disclosure of information regarding the product

Pediatricians

Needs: to make the right milk prescription/suggestion

Wants: the best for their patientsDemands: Properly researched milk

substitute for their patients

Step 3:Competition and Competitive Position Map

Direct CompetitionOther Milk Substitutes for ages 3+Target:

- Those who can afford- Those who understands importance of right

milk choice- Concerned parents- Pediatricians

Pri

ce

Service Quality

Other milk products

Nido 3+

Step 4:The Gap - Positioning Statement

“Only 3+ milk with Probiotics and Prebiotics”

Has Probiotics, The good bacteria Lactobacillus paracasei

Has Prebiotics, The food for the good bacteria DHA approved Has Vitamins and Minerals Milk innovation developed by the Nestle

Research Center in Switzerland

Step 5:Market Size Not available

Step 6:The Product

Nido 3+ the only milk with Probiotics and Prebiotics

Advantage of having Probiotics◦ Good bacteria◦ Help maintain healthy balance in the digestive tract

Advantage of having Prebiotics◦ Natural fibers◦ Additive to helping maintain balance in digestive tract

Boost immune system and promote healthier generation

Step 7:Promotions

Advertising

Print ad was advertised in MIMs, a resource book possessed by most if not all physicians

Ad tailored to be information filledInformation contained are scientific of

value

Step 8:The Price Data not available

Step 9:The Place

Where..

Print ads in published resources and books widely used by physicians including pediatricians

Step 10:The Winning Strategy

The Winning Strategy

The ONLY 3+ Milk in the market that has Probiotics and Prebiotics

Product is presented as an immune system booster and promoter of healthier digestion

Milk innovation is researched and developed in Switzerland

10-Step Marketing PlanNido 3+

Bernadette C. AngustiaMarketing Management