Increasing Market Penetration

Institut Teknologi Bandung - MBA Marketing Management

Syndicate Number 4

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.

Content
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Status Quo Analysis
Indonesian Milk Industry Categorization of Adult Milk Market Consumer Needs Company-Analysis: ANLENE The Competitor-Marketing Mix The Challenge

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Suggestion for Marketing Strategy

Exploring New Market Segments New Product/Packaging Other Factors for Market Launch

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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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

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

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)

Anlene 4 Ps
ANLENE 4 Ps
Product Price Place Promotion

1. 2. 3. 4. 5. 6.

Clinically proven to prevent osteoporosis Introducing the low fat high calcium product Extended the product range from milk powder to liquid milk Variety of product: yoghurt, soy milk, malted powder Offered many flavours: vanilla and chocolate Product size: 250 gr and 600 gr cartons

15% higher than the lowest competitor price 1. Most available in traditional market 2. Also available in modern market 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

Store- Promotion Example : Anlene once opened bone scan stations with sales promotion girls (SPG) supporting this promotion

The Competitors
4 Ps Product Produgen High calcium milk product Calcimex Came in two flavours: plain and chocolate Packages: 300, 600 and 900 gr Added with fiber for digestion system No information added No information added Use celebrities to communicate its brands Distributing samples Spread educational brochures Partnered with fitness place

Price Place Promotion

Middle to low class Lower price than anlene (10%) Modern market Nation wide campaign and events (9 cities in Indonesia) Change of packaging design National campaign Seminars, talk show and sponsor the events

The Competitors
4 Ps Product Hi-Lo Added non fat to high calcium characteristic Offered more flavours Targeted in osteoarthritis disease Variety of product Product size: 250 and 500 gr Hi Lo active (250 gr): Rp 15.000,Hi Lo gold (250 gr): Rp 16.500,Hi Los sales spread to 33 provinces Many supermarkets outlets Nestle Omega High calcium milk product Contained actifibras for digestion process No information added Malls and offices

Price Place 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

Objective
ANLENE: The Challenge

How can ANLENE keep as a strong leader in the adult category?

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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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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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Suggestion for Marketing Strategy

New Product/Packaging:

ANLENE LIGHT AND BALANCE LINE

LIGHT AND BALANCE FRUITS

ANLENE

ANLENE

ANLENE 14

Suggestion for Marketing Strategy

Other Factors for Market-Launch

The Brands/Companies 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
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 Using the already available distribution network

Promotion:

Place:

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Syndicate 4

Thank you for your attention!

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