Bangkok--1 Feb--PolyPlus PR
Anlene, leader in the high calcium milk market from Fonterra Brands (Thailand) Limited, launched the first-ever bone fitness in the park, “Anlene Bone Fitness” at Benjasiri Park during the event “Stronger Bones, Stronger You”. With almost a million baht contribution to Bangkok Metropolitan Administration (BMA), Anlene equipped the park with bone care fitness equipments with the aims to raise bone health awareness through exercising and high-calcium milk consumption and also introduced new presenter “Nat Myria Benedetti”.
According to Lalana Boonngamsri, Marketing Director, Fonterra Brands (Thailand) Limited, “As the leader of the market and the expert in bone nutrition, we are determined to continue in developing new innovation to satisfy the needs of our target consumers who care about their bone health and also to encourage them to take good care of their bones. During the flood crisis, most people ignore the importance of bone health, together with lacking of exercising regularly and insufficient calcium intake which could lead to Osteoporosis. This has led us to create the first fitness tailoring for bone care, Anlene Bone Fitness. This is the first time we present to Bangkokian the bone fitness in the park which we aim to help raise the awareness of bone health by doing exercise regularly and drinking high-calcium milk for your strong bones.
Lalana continued, “At Anlene Bone Fitness, we have selected the fitness equipments tailoring to help build strong bones and made the contribution in total of 900,000 baht to BMA for the public use of the park so everyone can enjoy exercising at Anlene Bone Fitness everyday free of charge.
In terms of marketing strategy, Lalana added, “the high calcium milk market is currently worth 1.45 billion baht and has grown by 3% year-on-year. The market consists of UHT milk valued at 1.04 billion baht and powdered milk valued at 410 million baht according to Nielsen. Anlene is the dominant leader with 75% share of the market. However, given the flood crisis in last November and December, it had affected on product distribution resulting in market slowdown. If such period is excluded, the high calcium milk market will grow by 7% led by the significant growth of powdered milk at 12%, as a result of Anlene’s successful campaign last year. At the event “Stronger Bones, Stronger You”, Nat Myria Benedetti has been announced as Anlene new presenter for Anlene milk powder “Bedtime Campaign”. Lalana said, “for the launch of Bedtime Campaign in this year, we are investing more than 200 million baht to promote the campaign through TV commercial, outdoor media, product sampling and advertising at point of sales in leading supermarkets and department stores nationwide. The campaign aims to build consumers habit to drink a cup of warm Anlene milk powder before bedtime because our body fully rests while we sleep. All body systems restore themselves including bones, night time is thus the best time to restore your bones.”
“In addition, we remain focusing on the key strength of Anlene milk powder which is high in calcium, great taste and available at the very affordable price, 10 baht a cup, which is very value for money. We are confident that the launch of Bedtime campaign will be a great success and will help drive the growth of Anlene by 15% and strengthen the brand as the dominant leader in high calcium milk market.”
Lalana concluded, “as the expert in bone nutrition, Anlene invested more than 10 million baht a year to provide free Bone Health Check at department stores and office buildings nationwide to promote bone health awareness. While the bone health check normally costs around 1,200-2,000 baht per person, we target to provide the service free of charge to as many as 200,000 people this year.”
Marketing data by Nielsen
High calcium milk market size Overall market worth 1.45 billion baht with 3% market growth, divided into 2 segments:
1.UHT milk segment worth 1.04 million baht with 4% growth
2.Powdered milk worth 410 million baht with 2% growth
High calcium milk market share Anlene at 75% Calcimex at 25%
* Year-to-date Market data as of December 2011
* Excluding flood crisis period (Nov-Dec 2011), the high calcium milk market grew by 7% led by 12% growth of powdered milk segment.
About Fonterra
Fonterra Brands (Thailand) is a subsidiary of Fonterra, the world leader in milk and dairy products and the world’s largest milk exporter. Fonterra is headquartered in New Zealand and operates a network of consumer dairy businesses in 40 countries worldwide. Fonterra’s leading consumer brands including ANLENE?, ANMUM?, ANCHOR?, CHESDALE?, FERNLEAF? and MAINLAND? are known for goodness, quality and reliability. More information about Fonterra is available at www.fonterra.com.