ANCHOR “SHAPE-UP” fitness milk10-step marketing plan

Marc Edsel C. Ayes MDMBA 070037Marketing ManagementJanuary 19, 2011

The Advertisement

Step 1:The Primary Target

Market

The young athletic

•Athletic, young professional

•Runners in particular

•Those engaging in sports requiring sustained sources of energy (i.e. aerobics, marathon runners, cross training, etc.)

Step 2:Needs, Wants, and

Demands of the PTM

Healthy choices• Those that need to “shape-up” - need to make

healthy lifestyle choices

• Low-calorie options

- Reduced fat, zero trans-fat, zero fat options of existing diet

• Natural options

- Organic, healthy sources

• Multiple benefits

- Fat burning, stress reducing, energy boosting, etc.

Step 3:Competition and

Competitive Position Map

Direct Competition

•Low-fat milk brands (i.e. ALASKA, NESTLE, MAGNOLIA, SELECTA)

•Sports Drinks (i.e. GATORADE, POWERADE)

Indirect Competition

•Fitness Drinks (i.e. Fit n’ Right)

•Herbal Slimming Teas (i.e. Taheebo, Jimm’s)

Comparison ChartFeature

Anchor “Shape-Up”

Other non-fat milk brands

Sports Drinks

Fitness Drinks

Slimming Teas

calcium Yes Yes little barely littleVit B

complex Yes little Yes little barelycarbohydrat

es Yes Yes little little none

proteins Yes Yes none little noneiron Yes (some) none none littlefats low low none none nonel-

carnitine

none none (some) yes (some)

Preparations

powdered Powdered/ready-to-drink

ready-to-drink

ready-to-drink

bags/powdered

Sports Sports drinksdrinks

Nutr

itio

nal B

enefits

Energy for sports

Other low-fat Other low-fat milk brandsmilk brands

(low-fat) (low-fat)

Anchor Anchor “shape-“shape-

up”up”

Herbal Herbal SlimmiSlimmi

ng ng TeasTeas

Fitness Fitness DrinksDrinks

Step 4:The Gap

The best of both worlds

• Keeping the benefits of milk without the unwanted calories

• Offer more energy and fuel for sports

• No artificial flavors, colors, or slimming agents

Step 5:Market Size

Milk Market

• Data Not Available

Step 6:The Product

Step 7:Promotions

Talk the Talk

• Print Ads in Health Magazines

• TV Ads

• Celebrity endorsements and testimonials

- Known fitness buffs

- “celebrity secrets” on keeping slim and in shape

Walk the Walk

• Collaboration with fitness centers

- Offer trial samples at fitness centers

- Fitness challenge (weight loss) at participating centers

- Offer discount coupons for purchasing the product at participating supermarkets

• Sponsor sporting events

- Marathons and other sporting events

Step 8:The Price

Competitive edge

• Powdered form - total price for volume comes out cheaper than individually bottled sports drinks

• Sell at similar market price for other low-fat milk options to offer a competitive edge

Step 9:The Place

Healthy Purchase

• Supermarket

• Participating fitness centers

- Can be bundled with a health package

- Offer discounts for purchasing at a supermarket

Step 10:The Winning

Strategy

“The best of both worlds in one product”

• The nutritional benefits of milk

• With the energy-giving qualities of sports drinks

• In a low-fat, natural form

• A perfect supplement to your healthy lifestyle

ANCHOR “SHAPE-UP” fitness milk10-step marketing plan

Marc Edsel C. Ayes MDMBA 070037Marketing ManagementJanuary 19, 2011