An Analysis into the Quality and Brand loyalty of Anchor
products in Sri Lanka Research Project
Slide 2
Anchor brand was created in 1886 when entrepreneurial Cornish
famer, Henry Reynolds was a small plant in New Zealand with the
goal of high quality butter. From this modest beginning has sold an
anchor of the biggest brands in the world with a wide range of
dairy products in 70 countries. Brand Malaysia, Singapore and
Taiwan Fernleaf are used in place of the plug. Anchor
Slide 3
P ROBLEM J USTIFICATION Anchor is very famous among the parents
for children and all of the agers. That much it get popularity in
Sri Lanka. It is mostly household name product among of other milk
powders. It has lots of variety for attract the different gender
and agers. Such as, Anchor 1+ Growing Up Milk for 1 to 3 years.
Anchor 3+ growing up Milk for aged 3 to 6. Anchor Full Cream Milk
Powder for all the family. Anchor Shape up Non Fat Milk Powder for
important in the maintenance of muscle and skin. Anchor Newdale
Fresh Dairy for whole families. Anchor WAM for kids. But suddenly
it face major problem in Sri Lanka. That is known as dicyandiamide
(DCD).it made bad name in Anchor product among all of the people. A
Sri Lanka state institute said it would test all milk powder in the
market after finding a toxic chemical in products sold by New
Zealand's Fonterra, while a nationalist party called for the
closure of Fonterra's local subsidiary. Now we have decided to test
all the milk powder in the market including other Fonterra
products," Premakumara told like this. Nevertheless It is unfair to
say all Fonterra products are DCD contaminated. We did the same
test in some Fonterra products that were manufactured after June 1,
and we found no DCD in those products," he said. However Anchor
wants to re make their good will after dicyandiamide DCD. So I
choose about this heading for my research.
Slide 4
O BJECTIVE To identify how Anchor became a Household name in
Sri Lanka To identify how Anchor became popular among customers in
Sri Lanka. To identify how Anchor became to market competitive. To
identify how Anchor distribute among customer. To identify how
anchor will get popular after Dicyandiamide (DCD).
Slide 5
Questions Analyze
Slide 6
According to my analyze I asked why do you prefer Anchor
product to identify why consumers are preferring. So in the survey
major people prefer to use Anchor for taste.31.58 % people are
saying Taste. And 26.32% people are saying Brand and 42.11% of
people choose for Quality.
Slide 7
In this question analyze I try to identify How Anchor milk
powder advertise to attract people. And the major people says
celebrities. That mean Anchor has attract people by celebrities.
And musical events are getting 2.63% and Television/redio is
73.68%.15.79% for campaign.
Slide 8
According to the analyze major people vote yes for idol effect
71.05% people said and 28.95% people say No. 3)
Slide 9
According to the analyze I asked the people Is reasonable price
rest of others? major people vote for Yes (26.32%) 31.58% of people
says No. and 42.11% of people says Both are same. So it seems
Anchor is unreasonable price.
Slide 10
According to the analyze I asked the options when you think
about Anchor what comes in your mind first? So most of the people
vote for Brand. Second major people vote for Quality and lease
people vote for value.
Slide 11
According to the analyze I asked What product have you
purchased the most? and major people say Full cream milk powder
(78.95%).and 13.16% for Fresh dairy and 5.26% for Anchor 1+ and
Anchor 3+ is 2.63%.Shape up non fat Milk Powder and New dale are
0%.
Slide 12
According to the analyze I asked How many years are you using
the Anchor product? and major people say since birth (50%) and more
than 5 years (44.74%) and less than 5 years 5.26% and 5 years is
0%.
Slide 13
According to the analyze I asked which of the following
statements - if applicable - best describes why you buy your Anchor
milk powder? And major people say it tastes good on its own or as a
mixer (34.21%).and 23.68% for it gets my mind in gear. And 18.42%
for it fits my lifestyle choice. and It has an image I'd like to be
associated with is 15.79%. It provides good value against the
competition is 7.89%.
Slide 14
According to the analyze I asked Is Anchors packaging system
good? And major people say good (55.26%).and 31.58% for very good.
And 10.53% for neither. and bad is 2.63%.and 0% of very bad.
Slide 15
According to the analyze I asked Do you feel different taste in
Anchor rest of others? And major people say yes (71.05%).and 13.16%
for No. And 15.79% for both are same.
Slide 16
According to the analyze I asked a matrix question based the
question first I asked about the Are you Satisfy in Anchor
products? and major people agreed totally with it and the number of
agree people are above 10. Then I asked about Are you Satisfy in
Anchor Advertisement? and major people are agreed to it and the
number of voters are around 30. I asked the Are you satisfied in
Anchor price? and above 10 people say neither and 10 people agreed
and 3 people strongly disagree with it. Finally I asked the
question Are you satisfied in Anchor quality and quality? and 16
people agreed totally. 1 people strongly disagree for it. So
overall Anchor in a good position that their product, advertisement
and quality are satisfactions their customers.
Slide 17
According to the analyze I asked What influences your choice of
anchor.And major people say taste (36.84%).and 28.95% for brand
image and 23.68% for customer loyalty And availability and
advertisement are 5.26% and 0% of price.
Slide 18
According to the analyze I asked Will you consider changing
products if another product is cheaper and with the same quality as
anchor?.And major people say yes (57.89%) and 42.11% says No.
Slide 19
According to the analyze I asked Compared to competitors, is
Anchor product price. And major people say about the same (50%) and
better is 31.58% and 18.42% of worse.
Slide 20
According to the analyze I asked How do you feel the Anchor
advertises then it competitors? And major people say good (76.32%)
and very good (15.79%) and neither is 7.89% and bad and very bad is
0%.
Slide 21
According to the analyze I asked Is Anchor milk powder has
higher demand in Sri Lanka? And major people say yes (92.11%) and
No is 7.89%.
Slide 22
According to the analyze I asked Is it healthy to customer? And
major people say yes (84..21%) and No is 15.79%.
Slide 23
According to the analyze I asked to rate the brands and My
juice is in leading because major people voted for My juice..
Ambewala is in second.. Infant milk powder and Maliban milk and
daily farm are in next. So in this analyze can see that people are
more aware of the brands.
Slide 24
According to the analyze I asked SATISFACTION PARAMETER
question based the question first I asked about the How does Anchor
Powder compare to other suppliers of competitive product? And How
does Anchor Powder compare to all other suppliers with whom they do
business? and major people say good. And little bit of average and
excellent. And none poor and N/A.
Slide 25
According to the analyze I asked Do you prefer to Anchor? And
major people say Packet (65.79%) and 21.05% of Aluminium and 7.89%
for Plastic tins. Rest of 5.26% is other.
Slide 26
According to the analyze I asked Are the Anchor products
available in your area shops? And major people say yes (65.79%) and
34.21% for No..
Slide 27
According to the analyze I asked What product have you
purchased the most? And major people say Anchor (86.84%) and
Instant Anchor is 10.53% and Anchor plus is 2.63% and non fat and
Anchor plus 2 are 0%.
Slide 28
According to the analyze I asked Still is it in your mind as a
household name? And major people say yes (97.37%) and only 2.63%
people say No.
Slide 29
According to the analyze I asked How do you feel about Anchor
after DCD? And major people say not bad (42.11%) and 26.32% people
say never mind and excellent is 15.79% and 13.16 is bad and bane is
only 2.63%.
Slide 30
According to the analyze I asked Rest of other milk powder
product get popular by using this DCD? And major people say yes
(60.53%) and 39.47% people say No.
Slide 31
Recommendations
Slide 32
Anchor is the market leading brand of milk powder market. so
the authority of Anchor milk powder must find the ways to expand
total market demand. The authority must protect its current market
share through good defensive and offensive actions. The company
should M try to increase its market share further, even if the
market size remains constant
Slide 33
The price of Anchor milk powder is higher to the retailers and
also consumers point of view price is moderate to the competitors.
So pricing policy may be reviewed with competitors for higher sales
of the product. Majority consumers purchase milk powder nearest
convenience shop. When preferred brand is not available they find
another shop. So, company should ensure the availability of the
product to pocket outlets because most of the outlets are under the
distributor of the company but they do not cover fully. Anchor milk
powder products are acknowledged to be better quality and this has
to be maintained in all the way.
