A proposed marketing plan for anchor 1+

• Main Authors: Febre, Christine Lora V., Oiga, Renan Alvin B, Yang, Margaret Anne O.
• Format: text
• Language: English
• Published: Animo Repository 2005
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17598
• Institution: De La Salle University

Milk has been part of the lives of several children however specialized milk has been developed to be able to cater to the needs of different age groups. ANCHOR 1+ is a brand of Growing Up Milk that offers body resistance to children who are one to three years of age. However, although the brand has been existing in the Philippines since 2001, there is still a significant number of people who are not aware of ANCHOR 1+. Unfortunately, even those who are aware of the existence of the brand do not really know the benefits that it can provide their children. Currently, ANCHOR 1+ holds the sixth spot in the Growing Up Milk category. It only owns 6.4 percent market share in the country and the company aims to be a strong number two in the next two three years. Furthermore, its long-term goal is to be the marker leader by capturing at least twenty percent of the market. Television advertising is one of the most useful mediums that can help ANCHOR 1+ achieve its goal. Because of this, it is proposed that the company produces more television commercial to be able to reach more potential consumers. The use of other types of advertising materials and point-of-sales materials are also suggested to be able to emphasize the unique benefit that ANCHOR 1+ offers. Increasing distribution channels are also suggested so that the market will be penetrated better and a different pricing strategy has also been proposed so that the company can correct the high price perception consumers have on ANCHOR 1+. Since the target market is willing to try other brands aside from what they are currently using, New Zealand Milk Philippines should take advantage of this opportunity by making the consumers realize that important benefits ANCHOR 1+ has.