1. 10 STEP Marketing Plan for Anchor Philippines EfrenEwoldEstrella February 2011 1

2. 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 2

3. 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

4. Steps 1 to 5Summary headline of your PTM and market 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. Improved the health of children by significantly reducing the incidence and duration of common childhood illness. They can choose from Nestle: Nido Milk or Wyeth: Bona kid Gap is all other brands are offering same benefits in a much lower price. Market size is at 3.2B based on Php427 retail price of Anchor Milk 4

5. Anchor milk has been providing high quality products since 1970’s. Price varies from different packages, etc. carton, in can or tetra pack. They use TV ads, online ads, billboards, print ads, and events for promotion. Available all over the country. They use doctors, mothers, and kids to promote their product. Steps 6 to 10Summary headline of your PTM and market 5

6. Anchor Growing Up Milk Primary Target is kids from 1-3 years of age. Primary target: Anchor 1-3 plus Kids: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. 6

7. 2. My PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy the product 7

8. 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: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 8

9. 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. 9

10. 3a. Direct and indirect products that address my PTM’s NWD Competitors of Anchor Milk 10

11. 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. Age Size of bubbles= represent relative market shares of the brands 2nd Map: Functional Benefit vs. Brands/ Variants 11

12. 3b. Positioning Maps 1st Map: Price vs Brand 12

13. 3b. Positioning Maps 2nd Map: Benefits vs Brand 13

14. 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 14

15. 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. 15

16. 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). 16

17. 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 Milk Anchor 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. 17

18. 6a. Photo of product category and its uniqueness. Anchor Family Milk Anchor 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. 18

19. 6a. Photo of product category and its uniqueness. Anchor UHTs Anchor offers ready-to-drink milk products (UHTs) in three variants: fresh milk, chocolate and mocha. Anchor Butter Anchor 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 19

20. 6a. Photo of product category and its uniqueness. Anchor Cheese Singles Delicious 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. 20

21. Anchor Milk vs. Competitors Indirect competitor Direct competitor Anchor 1 plus Stack in the grocery shelve 21

22. 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. 22

23. 6b. Data Formulation and Servings: 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. 23

24. 7. Price Anchor Milk 900grams is at Php 427.00 Comparative difference of two products: 24

25. 8a. Which of these modes does your product use? 3 2 4 1 2 4 1 3 25

26. 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 Other promotions and commercials can be viewed on http://wn.com/anchor_milk 26

27. 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 27

28. 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). 28

29. 10. What is the generic winning strategy? Low Cost Producer Supply and Distribution Leverage Differentiation Niche 29

30. SUMMARY 30

31. Sources: For population: http://www.census.gov.ph/data/sectordata/poproj06.txt For product information: http://www.fernleafinstitute.com/wps/wcm/connect/anchor/anchor/home/ For company information: http://www.fonterra.com/wps/wcm/connect/fonterracom/fonterra.com/home/ For pricing: Rustan’s Department Store For Nido Milk: http://www.nestle.co.za/default.aspx?pid=150 31

32. Steps 1 to 5Summary headline of your PTM and market 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. Improved the health of children by significantly reducing the incidence and duration of common childhood illness. They can choose from Nestle: Nido Milk or Wyeth: Bona kid Gap is all other brands are offering same benefits in a much lower price. Market size is at 3.2B based on Php427 retail price of Anchor Milk 32

33. Anchor milk has been providing high quality products since 1970’s. Price varies from different packages, etc. carton, in can or tetra pack. They use TV ads, online ads, billboards, print ads, and events for promotion. Available all over the country. They use doctors, mothers, and kids to promote their product. Steps 6 to 10Summary headline of your PTM and market 33

34. 34 10 STEP Marketing Plan for Anchor Milk 1-3 Plus EfrenEwoldEstrella February 2011