Upload
bamangustia
View
664
Download
1
Tags:
Embed Size (px)
DESCRIPTION
mktg homework purposes only.
Citation preview
10-Step Marketing PlanNIDO 3+
Bernadette C. AngustiaMarketing Management
The Product
Step 1:The Primary Target Market
Stakeholders
Mothers◦ Belonging to Family Life Cycle: Family with young children◦ Educated◦ Class AB ◦ Understands medical concepts such as the good of probiotics
and lactobacillus Physicians specifically Pediatricians
◦ May prescribe/advise what milk is best for children◦ Has great influence on their patients and their mothers◦ Knows the benefits of probiotics and fibers
Step 2:Needs, Wants, and Demands of the Target Market
Mothers
Wants: Informed choice of milk for their kids
Needs: Nutritious and Healthy milk for their kids
Demands: Disclosure of information regarding the product
Pediatricians
Needs: to make the right milk prescription/suggestion
Wants: the best for their patientsDemands: Properly researched milk
substitute for their patients
Step 3:Competition and Competitive Position Map
Direct CompetitionOther Milk Substitutes for ages 3+Target:
- Those who can afford- Those who understands importance of right
milk choice- Concerned parents- Pediatricians
Pri
ce
Service Quality
Other milk products
Nido 3+
Step 4:The Gap - Positioning Statement
“Only 3+ milk with Probiotics and Prebiotics”
Has Probiotics, The good bacteria Lactobacillus paracasei
Has Prebiotics, The food for the good bacteria DHA approved Has Vitamins and Minerals Milk innovation developed by the Nestle
Research Center in Switzerland
Step 5:Market Size Not available
Step 6:The Product
Nido 3+ the only milk with Probiotics and Prebiotics
Advantage of having Probiotics◦ Good bacteria◦ Help maintain healthy balance in the digestive tract
Advantage of having Prebiotics◦ Natural fibers◦ Additive to helping maintain balance in digestive tract
Boost immune system and promote healthier generation
Step 7:Promotions
Advertising
Print ad was advertised in MIMs, a resource book possessed by most if not all physicians
Ad tailored to be information filledInformation contained are scientific of
value
Step 8:The Price Data not available
Step 9:The Place
Where..
Print ads in published resources and books widely used by physicians including pediatricians
Step 10:The Winning Strategy
The Winning Strategy
The ONLY 3+ Milk in the market that has Probiotics and Prebiotics
Product is presented as an immune system booster and promoter of healthier digestion
Milk innovation is researched and developed in Switzerland
10-Step Marketing PlanNido 3+
Bernadette C. AngustiaMarketing Management