Launching a product in sri lanka, Dilmah Iced teaFull description
Full description
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Background Indonesian Milk Industry Fonterra Company
Indonesia Milk Industry •
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4 segmentation: –
Adult
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Children
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Infants
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Pregnant lactating
Indonesia milk quality products lower than other development countries.
Fonterra Company •
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PT Fonterra Brands Indonesia (FBI), New Zealand Milk Indonesia (NZMI) coorporate to Tigaraksa Satria Tbk (1990). Positioning: expert in bone nutrition with High Calcium. Age segmentation- adult
Product Brand
Anlene
Innovation
Anlene Actifit (19-50 years) Founded
Anlene Gold (>51 years)
1996 Company
PT Fonterra Brand Indonesia Market Share (2007)
57% Advertising Spending (2006)
Rp 44 Billions
Packaging
Powder Milk Liquid Milk
PROBLEM •
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Infant and children milk segment has a larger segment market than adult. Costumer has very low awareness of osteoporosis
The Marketing Way
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PRODUCT Innovation: Anlene Actifit & Anlene Gold Flavors : Vanilla, Chocolate Packaging: Powder Milk, Liquid Milk PRICE 300 gr : IDR 28k 600 gr : IDR 54k 200 ml : IDR 4k PROMOTION In Store Promotion: Open bone scan station In strategic hall of modern with Supporting Sales Promotion Girl (SPG). Advertising Media such as TV, Magazine, Newspaper, Tabloid, etc Business Partner: PEROSI and PERWATUSI Seminar Campaign: “Melangkah Bersama” Brand Ambassadors such as Indy Barends and Anggun C Sasmi. PLACE/ DELIVERY Big cities to small towns, Hypermarkets to traditional markets 60 distributors points throughout Indonesia
COMPETITORS Hi Lo
Produgen
Calcimex
Company
PT Nutrifood Indonesia
PT Tigaraksa Satria Tbk
PT Frisian Flag Indonesia
Launched
2004
2001
1997
Market Share
18%
11%
<10%
Advertisement Spending
Rp 36 Billion
Rp 5 Billion
Rp 13 Billion
Product Innovation
• • • • •
Hi Lo Active Hi Lo Gold Hi Lo Teen Hi Lo Soleha Hi Lo Joint
Produgen Vitafirst Produgen Gold •
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Calcimex Vitalize (Men or Women aged 19-50) Calcimex Vitagold (Men or Women over 50 years. •
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Potential Competitors
For Lactose intolerant costumer: High Calcium supplement, e.g. Redoxon (contain Calcium, Vitamin C).
SWOT Analysis STRENGTHS -Pioneer of High Calcium Milk -Operates to many places: Traditional Market and Modern Market -Highest content of Calcium -Enriched with D3 Vitamins and Magnesium -Low Fat Milk and Ideal For costumer who have cholesterol problem -Famous Brand Ambassador
WEAKNESS High Price Products Limited Flavor’s variants of the product Limited segment
OPPORTUNITIES -Increasing awareness of osteoporosis -Supported by health organizations (PEROSI & PERWATUSI)
THREATS Competitors
Recommendation As Market Leader in High Calcium Milk Overall cost leadership: lowest production and distribution. Less skill in marketing. New Innovation of : flavors , value-content-added targeted osteoarthritis suffers To reach middle-low consumer: create small packaging (sachet) Expand the market segmentation of high calcium milk for children and teenager (or other consumer) Develop strategy of marketing to open café of booth. •
