Turnaround
Transformers
Agenda
Market performance
Recommendations
22
Fonterra Brands Lanka
● Fifth level
33
Fonterra Brands Lanka
Product Range
44
Malted milk industry
H
Market Leader: Nestomalt
●
o
r
l
i
c
k
Segmentation strategy : s
undifferentiated mass ● B
o
marketing u
r
Po
n
v
i
w
t erN
General usage: mixed a ●
Mes
with full cream milk alto
powder / morning ● V t ma
i
v l
a t 55
10
Rs '000 6
2
66
0
Issues in the Marketing Mix -
Product
Differentiation/Unique selling
proposition
Representative product sampling
Packaging and branding
Creating a need gap
PowerMalt failed to capitalize on the created
need gap due to poor promotions
77
Nestomalt seized the opportunity
Issues in the Marketing Mix -
Product
Positioning map
Pric
e
Hig
h
Power
Malt
Nestom
alt
Nesto
malt
88
Low
Issues in the Marketing Mix – Price &
Place
Premium price
PowerMalt TV commercial
● Fourth level
● Fifth level
10
10
Issues in the Marketing Mix -
Promotion
Nestomalt TV commercial
● Fourth level
● Fifth level
11
11
Issues in the Marketing Mix -
Promotion
PowerMalt Nestomalt
ATL
Attractive TV Commercials
Background & the setting
Celebrity endorsement
Integrated marketing (jingles/colours)
BTL
Market activations
Billboards, hoardings, posters &
cutouts
12
12
Recommendations - Product
Push strategy
Create a competitive advantage on the
existing distribution channels
Attractive dealer margins
Internal incentive scheme for the sales force
Dedicated prominent shelf spaces at super
markets
Open special outlets close to schools and other
educational institutions
15
Ready to drink packs: Channeled through other 15
companies’ cafeterias
Recommendations - Promotion
Advertising
AIDA model
Appealing and popular local celebrity
Create a unique jingle
Have more people visible in TV commercials to
communicate the mass appealing
Link TV advertisements with the time
reminders
Appoint a brand ambassador 16
16
Recommendations - Promotion
Sales promotion
Sampling programmes at schools and garment
factories
Delegated medical team to create an opinion of the
product through medical practitioners
17
17
Q&A
18
18
Thank You
19
19