Imperial 10 stepmarketingplan_anchormilklfm
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This document outlines a 10-step marketing plan for Anchor Shape-Up Low Fat Milk. It aims to target active and health-conscious individuals aged 16-59 who eat healthy and exercise regularly. The plan positions the product as a low-fat milk that provides energy-releasing vitamins and minerals to boost workout performance. It analyzes competitors, estimates a potential PHP 21 billion market size, and outlines promotional strategies including print ads, internet, and event sponsorships to distribute the product nationwide.
![5 Steps for Part 1: PTM and Positioning 6. Anchors 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. Its also non- fat milk! 7. Reasonably priced 8. Print ads, internet, fun runs 9. Is distributed nationwide and sold in most groceries 10. Niche market [active and health conscious men and women (16-59 yrs. old) who eat healthy and exercise regularly who can spend on themselves]](https://image.slidesharecdn.com/imperial10stepmarketingplananchormilklfm-110118070004-phpapp01/85/Imperial-10-stepmarketingplan_anchormilklfm-4-320.jpg)
![5 Steps for Part 1: PTM and Positioning 6. Anchors 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. Its also non- fat milk! 7. Reasonably priced 8. Print ads, internet, fun runs 9. Is distributed nationwide and sold in most groceries 10. Niche market [active and health conscious men and women (16-59 yrs. old) who eat healthy and exercise regularly who can spend on themselves]](https://image.slidesharecdn.com/imperial10stepmarketingplananchormilklfm-110118070004-phpapp01/85/Imperial-10-stepmarketingplan_anchormilklfm-26-320.jpg)
Imperial 10 stepmarketingplan_anchormilklfm
- 1. Anna Samantha Imperial MD 070020 ASMPH YL8 MD- MBA Medical Print- Ad Based Marketing January 17, 2011 10 Step Marketing Plan: Anchor Shape- up Low Fat Milk
- 2. Product Anchors Shape- Up Low Fat Milk Print ad on pages 4-5 of Womens Health Philippines Jan- Feb 2011 issue
- 3. 5 Steps for Part 1: PTM and Positioning Anchors Shape- Up Low Fat Milk PTM are active and health conscious men and women who eat healthy and exercise regularly 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 They can choose from other low fat milks But only Anchors Shape- Up Low Fat Milk offer energy releasing vitamins and minerals for a boost of energy It has a potential market size of Php 21 billion.
- 4. 5 Steps for Part 1: PTM and Positioning 6. Anchors 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. Its also non- fat milk! 7. Reasonably priced 8. Print ads, internet, fun runs 9. Is distributed nationwide and sold in most groceries 10. Niche market [active and health conscious men and women (16-59 yrs. old) who eat healthy and exercise regularly who can spend on themselves]
- 5. Positioning to the Primary Target Market Part 1: Steps 1 to 5
- 6. Step 1: Anchors Shape- Up Non- fat Milks 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
- 7. Part 2: Buyers Needs, Wants and Expectations I need to be healthy! I can push myself to the limits! Confidence comes with feeling good about myself.
- 8. 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 Anchors Shape- Up Low Fat milk deliver what they need and want in an energy- boosting low fat milk.
- 9. Step 3: Competition and Competitive Position Map Direct Competitors: other brands of low- fat milk
- 10. 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
- 11. Step 3: Competition and Competitive Position Map Price vs. Brand Brand vs. Positioning
- 12. 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. Its NON- FAT for all those who are weight conscious!
- 13. Step 5: Market Size Estimation Filipinos (aged 16- 59): ~40 million 40 million x 526 pesos (cost of Anchors Shape- Up Low Fat Milk 800 grams)= 21 billion pesos Potential market size: Php 21 billion
- 14. The Marketing Mix Strategy Part 2: Steps 6 to 10
- 15. 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. Its NON- FAT for all those who are weight conscious!
- 16. Step 6: Other Products Other brands of low- fat milks
- 17. Step 7: Promos Print ads
- 18. Step 7: Promos Internet references/ information
- 19. Step 7: Promos Event Sponsorships: http://run.greentennial.com/sponsors/major/85-get-fit-with-anchor-shape-up.html
- 20. Step 7: Promos Health Magazines
- 21. Step 8: Pricing Premium pricing : 526 pesos for 800 grams https://bilivery.com/storehouse/index.php/drygoods/milk.html?limit=all&price=1%2C1000
- 22. Step 9: Distribution Distributor: Fonterra Brands Distributed to groceries, stores and markets Nationwide and overseas
- 23. 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
- 24. Summary
- 25. 5 Steps for Part 1: PTM and Positioning Anchors Shape- Up Low Fat Milk PTM are active and health conscious men and women who eat healthy and exercise regularly 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 They can choose from other low fat milks But only Anchors Shape- Up Low Fat Milk offer energy releasing vitamins and minerals for a boost of energy It has a potential market size of Php 21 billion.
- 26. 5 Steps for Part 1: PTM and Positioning 6. Anchors 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. Its also non- fat milk! 7. Reasonably priced 8. Print ads, internet, fun runs 9. Is distributed nationwide and sold in most groceries 10. Niche market [active and health conscious men and women (16-59 yrs. old) who eat healthy and exercise regularly who can spend on themselves]
- 27. Anna Samantha Imperial MD 070020 ASMPH YL8 MD- MBA Medical Print- Ad Based Marketing January 17, 2011 10 Step Marketing Plan: Anchor Shape- up Low Fat Milk