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PRODUCT ANALYSIS
Place where the price was surveyed: Hi Top Supermarket, Aurora Blvd.
1. Market Description: The product is basically for middle class to rich, middle-aged to old women.
2. Message for the Market: Drink anlene for strong bones because it’s the only milk clinically
proven to help prevent osteoporosis.
3. Manner/Execution:
FIRST AD: Testimonial evidence and evidence from a scientific study.
The advertisement uses testimonies from an old woman who shares her experience
with bone weakness and after drinking Anlene, she says that she can do ballroom again.
Also, the ad shows graphs comparing the bone mass and density of Anlene drinkers and
non-drinkers. The graphs show that Anlene drinkers maintain their bone density not like the
non-drinkers whose bone densities goes down.
SECOND AD: Personality symbol (Charlene Gonzales) and evidence from a scientific study.
Charlene Gonzales promotes Anlene while doing aerobics. Some scientific evidences were also
said in the advertisement.
TARGET MARKET
The target market of Fonterra is the middle to upper class of society. According to the
advertisements, the portion of the populace which is female is the one which will need the product in
order to prevent bone damages and reduce the risk of osteoporosis. So they target the females more
than the males. The age group 19 and above is also targeted (it is written on the label).
MARKET ANALYSIS
The firm is monopolistic. First it has only one competitor, which is Nesvita ProBone. Nesvita
ProBone is only one of the many variants of Nesvita milk products. The price of Anlene is 120.95 pesos
while Nesvita’s price is only 94.60 pesos. There is a 25.18% price difference between the two products,
which is significant. Definitely there is price differentiation in this case. Also, it targets the middle and
upper classes only, so there is market segmentation. If this was a perfectly competitive market, the price
difference would not be huge, there would be many competitors, and no market segmentation.
REFERENCES
1. http://www.youtube.com/watch?v=HIdrO6uM4uo
2. http://www.youtube.com/watch?v=_TKelb-dKN0
3. http://www.anlene.ae/
4. http://nzic.org.nz/ChemProcesses/dairy/3C.pdf
5. Pebs, INSERT mo rito yung ibang references. =))