1. Increasing Market Penetration
Institut Teknologi Bandung - MBA
Marketing Management
Syndicate Number 4

2. The Issue:
 Anlene has 52% market share of high calcium low fat
milk industry .
 The market size expanding along with the increased
awarness of osteoporosis among Indonesian milk
consumers.
 The other competitors has approached to 20% market.

3. Content
01 Status Quo Analysis
• Indonesian Milk Industry
• Categorization of Adult Milk Market
• Consumer Needs
• Company-Analysis: ANLENE
• The Competitor-Marketing Mix
• The Challenge
02 Suggestion for Marketing Strategy
• Exploring New Market Segments
• New Product/Packaging
• Other Factors for Market Launch
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4. Status Quo Analysis
Indonesian Milk Industry
 Segments
 Adult
 Very Fast Growth in the last years (42%)
 Children
 Infant
 Pregnant Lactating
 Segments
 8 players in the indonesian milk industry in early 2006
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5. Status Quo Analysis
Categorization of Adult Milk Market
 NoFat/LowFat, Fresh Milk and Powdered Milk Market
(e.g. high-calcium milk market)
 Liquid Milk Industry has higher production costs than
Powdered Milk
 Modern Market is growing and at a dizzying rate and
our products are also available there
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6. Status Quo Analysis
Consumer Needs
 Majority of Indonesian milk consumers
have preferences for:
 Non-fat dry milk
 Anhydrous milk
 The demand for Non Fat/Low Fat (NFLF)
in milk category is growing significantly in
Indonesia
 Fresh milk is perceived as having bad
quality
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7. Status Quo Analysis
 Company Analysis (Anlene):
 Market segmentation for adult milk
product
 Market share 2005-2007 : 50-51%
 Highest market share : nearly 60%
(October 2007)

8. Anlene 4 P’s
ANLENE 1.
2.
Clinically proven to prevent osteoporosis
Introducing the low fat high calcium product
4 P’s 3. Extended the product range from milk powder to liquid milk
4. Variety of product: yoghurt, soy milk, malted powder
Product 5. Offered many flavours: vanilla and chocolate
6. Product size: 250 gr and 600 gr cartons
Price 15% higher than the lowest competitor price
Place 1. Most available in traditional market
2. Also available in modern market
Promotion 1. Partnered with non-profit organizations to promote the danger
of osteoporosis
2. Conduct events, seminars and bone test across Indonesia
3. Use celebrities to communicate its brand
4. Giving out gimmicks for certain amount purchases
5. A toll free number cumtomer service
6. Bone scan stations
7. Dominate at least 50% of the available space

9. Store- Promotion Example :
Anlene once opened bone scan stations with sales
promotion girls (SPG) supporting this promotion
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10. The Competitors
4 P’s Produgen Calcimex
Product •High calcium milk product •Came in two flavours:
plain and chocolate
•Packages: 300, 600 and
900 gr
•Added with fiber for
digestion system
Price •Middle to low class No information added
•Lower price than anlene (10%)
Place Modern market No information added
Promotion •Nation wide campaign and events (9 •Use celebrities to
cities in Indonesia) communicate its brands
•Change of packaging design •Distributing samples
•National campaign •Spread educational
•Seminars, talk show and sponsor the brochures
events •Partnered with fitness
place

11. The Competitors
4 P’s Hi-Lo Nestle Omega
Product •Added non fat to high calcium characteristic •High calcium milk
• Offered more flavours product
•Targeted in osteoarthritis disease •Contained actifibras for
•Variety of product digestion process
•Product size: 250 and 500 gr
Price Hi Lo active (250 gr): Rp 15.000,- No information added
Hi Lo gold (250 gr): Rp 16.500,-
Place Hi Lo’s sales spread to 33 provinces Malls and offices
Many supermarkets outlets
Promotion •Distribute free samples at hospital and Distributing samples in
supermarkets outlets supplemented with prizes malls and offices
•Educate people
•Offering free drinks and sampling at hospitals and
supermarkets
•Conduct meeting with local suburban, religious
meeting,etc.
•TV advertising
•Print media advertising

12. Objective
ANLENE: The Challenge
 How can ANLENE keep as a strong leader
in the adult category?
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13. Suggestion for Marketing Strategy
Exploring New Market-Segments
 Analysis has showed:
 Majority of Indonesian milk consumers have preferences for:
 Non-fat dry milk
 Anhydrous milk
 The demand for Non Fat/Low Fat (NFLF) in milk
category is growing significantly in Indonesia
ANLENE can satisfy this emerging needs in form of
a new Product Range for Adults!
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14. Suggestion for Marketing Strategy
Exploring New Market-Segments
 The Solution: New Product Range
ANLENE – LIGHT AND BALANCE LINE
NonFat/Low Fat Milk
The healthy energizer, which will strenghten
your bones and body after mental and
physical strain – without Fat!
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15. New
LIGHT AND BALANCE – FRUITS
ANLENE
ANLENE
LIGHT AND BALANCE –
NATURAL
Product/Packaging:
ANLENE – LIGHT AND BALANCE LINE
ANLENE
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LIGHT AND BALANCE –
CLEAR TASTE
Suggestion for Marketing Strategy

16. Suggestion for Marketing Strategy
Other Factors for Market-Launch
 The Brand‘s/Companie‘s Unique Selling
Proposition:
 We will keep the USP and association with „strong bones“ and
use them to make a „light“ category for sportive and fit adults
 Promotion:
 ANLENE collavoration with sport-men and women, who can be
used as well as Testimonials for camapaigns
 Events and Sponsorship of Health- and Sport-Events
 Place:
 Using the already available distribution network
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17. Syndicate 4
Thank you for your attention!
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