The marketing plan to launch one of the ABBOTT maternal nutrition products New Similac Mum Advance EyeQ plu

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TRệễỉNG ẹAẽI HOẽC Mễ TP. HCM
HO CHI MINH CITY OPEN UNIVERSITY
UNIVERSITẫ LIBRE DE BRUXELLES
SOLVAY BRUSSELS SCHOOL
ECONOMICS & MANAGEMENT
MMA6


Author: NGUYEN NGOC TRAM
DO ANH TAI




The Marketing Plan to launch one of the ABBOTT
maternal nutrition products:
New SIMILAC MUM-Advance EyeQ Plus
đ




MASTER PROJECT
MASTER IN MARKETING & ADVERTISING

Tutors Name SERGE BYWALSKI



Ho Chi Minh City
(2013)
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COMMITMENTS & DISCLAIMERS

We, the undersigned, Nguyen Ngoc Tram and Do Anh Tai commit that we have
executed this final project by ourselves based on the information collected either
   or from A V N .

This document is designed only for the academic purpose of the completion of our
Master in Marketing and Advertising. It is therefore not expected for any other
commercial uses.

In present this thesis in partial fulfillment of the requirement for the Master of
Marketing and Advertising at the Solvay Business School Economics and
Management, we agree that this material shall make it freely available for reference
and study. It is understood that copying or publication of this thesis for financial gain
shall not be allowed.
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ACKNOWLEDGEMENTS

We would like to express our sincere thanks to Mr. Serge Bywalski for his initial
guideline of the structure of this project.

Prof. Alain definitely deserves a deep gratitude from us for his comments, advices and

approval on this paper.

We are grateful to the marketing department at Abbot Vietnam Nutrition for their
continued encouragement and useful documents and recommendations.

Finally, we must express our deep appreciation to all the helpful staff at the Post-
graduated Department of the Ho Chi Minh City Open University, our colleagues,
friends, and our family, who have, as always, given us their throughout supports.














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TABLE OF CONTENTS

 COMMITMENTS & DISCLAIMERS 2
 ACKNOWLEDGEMENTS 3
 TABLE OF CONTENTS 4
 ABBREVIATIONS 6
 INTRODUCTION 7

CHAPTER I: ABOUT THE PRODUCT BRAND 11
1. Abbott Laboratories Global 11
2. Abbott Nutrition Vietnam 13

CHAPTER II: ABOUT THE MARKET & BRAND KEY MILESTONES 14
1. Market Situation 14
2. Competitive Landscape 15
3. Market Share 16
4. Brand Key Milestones 17

CHAPTER III: BRAND POSITIONING 18
 New Similac Mum Brand Key Attributes 18

1. Root Strengths 18
2. Competitive Environment 20
3. Target Group 20
4. Consumers Insight 20
5. Benefits 23
6. Driving Beliefs & Personality 23
7. Reasons To Believe 23
8. Discriminator 23
9. Brand Essence 23
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 New Similac Mum Positioning Charts 24

1. Brand Awareness Positioning 24
2. Market Share Positioning 24

CHAPTER IV: COMMUNICATION CAMPAIGN 25
1. Communication Strategy 25
2. Interpreted Communication Architecture 26
3. Integrated Communication Execution 28
4. Budget & Timeline 34

CHAPTER V: COMMUNICATION CAMPAIGN EVALUATION 34

 REFERENCES 35
 APPENDIX 36










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ABBREVIATIONS

CMR: Customer Relationship Management
CSR: Corporate Social Responsibility
FOS: Frebiotic Fiber
HCPs: Hospital-Clinic Practitioners
HTML: Hyper Text Markup Language
IOM: Institute of Medicine
KPI: Key Performance Indicator

LCD: Liquid Crystal Display
ME: Mother Education
OTS: Opportunity to See
PR: Public Relation
ROI: Return on Investment
SEC: Socio Economic Classification
SEM: Search Engine Marketing
SOM: Search Engine Optimization
TVC: Television Commercial
WOM: Words of Mouth



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INTRODUCTION
The Importance of a Marketing Plan
These days, no business can afford to trade without a marketing plan. This applies to all types
of businesses, large or small, online or bricks and mortar.
A marketing strategy enables us to reach new audiences, raise awareness of our brand and
sell our products or services (Internet, adaptiveconsultancy.com, Adaptive Consultancy 2013)
The Benefits of a Marketing Plan
There are several which include:
 A           
 U          
 E        
 T our products or services to the right groups of customers, e.g. market segmentation.
 U         
 A  -effective
The end result is an increase in customers or web traffic if we trade online, which leads to

increased sales. This provides a very good return on investment (ROI) as well as boosting our
bottom line (Internet, adaptiveconsultancy.com, Adaptive Consultancy 2013).
Stages of a Marketing Plan
A marketing plan consists of a series of stages which are reviewed at intervals. These stages
include:
 C            if
applicable. Once you know who your customers are, you can target your plan at them.
 C       “   
weaknesses. How do you stand out from the rest?
 D              e
building your brand identity, generating new leads, retain existing customers and
establishing your position in the marketplace.
 D           
individual plan. Think about which marketing methods are appropriate for your business and
how these will be measured. Set a timescale.
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 Set a budget: cost is always a factor. Many businesses avoid marketing due to the cost but
it is possible to market your business on a budget (Internet, adaptiveconsultancy.com,
Adaptive Consultancy 2013)
The important of Advertising
Advertising is a favorable representation of product to make consumers, customers and
general public aware of products. It lets the potential buyers, general public and end users to
be aware and familiar with the brands and their goods and services. (Internet,
SimonCotter.com, important of advertising, 2009)
Advertising is a paid form of persuasive communication that uses mass and interactive media
to reach broad audiences in order to connect a brand with potential customers (the target
audience). Advertising helps to identify a brand, provides information about the brand and
persuades people to buy things. (Professor Alain, Solvay-ULB Vietnam, 2012)
In a successful business, advertising play an essential and important role. Though advertising
does not mean selling of products and services but it helps in increasing the sales. Advertising

create awareness in people. When general public be conscious to the products, services and
goods under the brands and pursuit people towards brands and make them buying better
brands.
Advertising can be used to create brand awareness in general public and to make business
more popular within the circle of potential buyers. Advertising, in a straight line, increases
profit of the companies by escalating its revenue. The expenditure made on advertisement
can turn as good boost in earnings. (Internet, SimonCotter.com, important of advertising,
2009)
The Roles of Corporate Social Responsibility (CSR)
B         H    
people, not just shareholders. A company should be a responsible member of the society in
  I W B C  “ D  
Businesses and their role in society are subjected to more intense scrutiny than ever. What is
the main purpose of a company? Is it to make as profitable business as possible in order to
                
perspective in the society? Should this perspective go beyond pure financial aspects of the
activities? The quotation above refers to the ongoing discussion about what kind of
responsibility a company has. Besides making profitable business the responsibility of a
company can, for example, be connected to programs for fair treatment of employees, using
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sustainable environmental friendly methods and participating actively in discussions about
ethical social dilemmas (Löhman & Steinholz, 2003; Philipson, 2004). It is a discussion about
how companies chooses to do business; solely with financial objectives or in a responsible
way that might affect the financial return, but support other values.
CSR is all about how a company chooses to run its business i.e. in which way business is
done. A company with a serious CSR intention is likely to gain a competitive advantage, while
a company with a neglecting attitude might face overwhelming problems. The discussion
about CSR and communication of CSR shows that CSR should be an important part of a
 brand management. Communicating positive CSR is a way of strengthening a
brand, while neglected or negative CSR news can lead to dramatic consequences.

Communication Platforms
In marketing, there are different ways of formulating and creating a message that is intended
for the receivers. These messages are seen as an important part of communication and they
may be divided in terms of so called communication platforms Kotler (2003). These five
communication platforms are presented in the figure below.








Advertising includes the traditional marketing communication tools; newspapers ads,
television ads and symbols and logos are some examples (Kotler, 2003). Sales promotion
refers to communication through events like fairs, exhibits, games, lotteries and
demonstrations and to give away free samples and gifts. Public relations and publicity is the
platform that is not directly aiming to communicate to customers. Examples of public
relations are the annual reports from a company, participation in seminars and sponsorships
and publications. Personal selling is when a sales person from the company approaches
potential customers through sales meetings and presentations. Direct marketing means that
ADVERTISING
SALES PPROMOTION
PR & PUBLICITY
PERSONAL SELLING
DIRECT MAKETING
Corporate communication platforms in terms of different channels and messages, each of
these platforms is an important part of creating awareness of the business and the products
among various stakeholders (inspiration from Kotler, 2003, 564).
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the company contact potential customers through mail, e-mail, fax or telephone and offer
the products in a direct, but non-personal, way.

An alternative way of describing the different communication platforms is to talk about
communication options (Keller, 2001). The division between the different options can be
done in a similar way as in the model by Kotler, but the main point is that the sender of a
message must make an active choice of which channel to use for communication.

Understanding the possibilities and managing the risks of communication a company can
create a strong brand (Keller, 2001; Kotler, 2003). The main idea of branding is that
everything a company does communicate and that successful brand management will secure
     cts in the mind of the customer (Carolina von Schantz
(MSc) & Cecilia Mark-Herbert (Ass.Prof.), Swedish University of Agricultural Sciences, SLU).

Based on the above theory and consultancy, we will apply for the below project:

The Marketing Plan for one of the ABBOT maternal nutrition products
New Similac Mum-Advance EyeQ Plus (Low Fat Maternal Supplement with Fibre
(FOS) for Pregnant & Breastfeeding Mothers)


Primary objective: to increase products awareness


Secondary objective: to push sales (No.1 in value share)



New Similac Mum-Advance EyeQ Plus

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CHAPTER I: ABOUT THE PRODUCT BRAND

1. Abbott Laboratories Global*


Abbott Laboratories is an American global pharmaceuticals and health care products
company. Founded by Chicago physician, Dr. Wallace Calvin Abbott in 1888, today it has
more than 83,000 employees, 7,000 scientists, 100 factories that operates in over 130
countries. The company headquarters are in Abbott Park, North Chicago, Illinois. In 2011,
Abbott had nearly $35 billion in revenue. In 2011, the company was ranked as Top 20
BioPharma employers by Science journal.

Abbott has four core businesses. All focused on science-based and advancing innovations
that provide better options and outcomes for people in their pursuit of healthy lives.
THE FOUR CORE BUSINESS

Diversity is a wonderful source of strength. Abbott draws on its diversity of expertise,
geographies and technologies to spur innovation that addresses important health needs at
every stage of life and enables them to have enduring impact on the lives of millions of
people across regions and cultures. Abbott products portfolio covers:
THE PRODUCTS PORTFOLIO















DIAGNOSTICS


PIONEERING MEDICAL
DIAGNOSTICS

DEVICES


BETTER OPTIONS AND
IMPROVED OUTCOMES

NUTRITION


WORLDWIDE LEADER
IN NUTRITION

PHARMACEUTICAL


LOCALIZED INNOVATION

PHARMACEUTICAL


DIAGNOSTICS


VASCULAR


DIABETES CARE

VISION
TECHNOLOGIES


NUTRITION


ANIMAL
HEALTH


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Abbott works where people need it most. With sales, research, manufacturing and
distribution facilities located throughout 150 countries, Abbott combines the diver expertise
with deep cultural insight to create products that meet local and regional health needs.
THE VISION
To be the world's premier health care company
THE MISSION
To improve lives by providing cost-effective health care products and services
THE PASSION
Turning science into caring
We come from different fields, different continents, different generations but we are driven
by a single purpose: translating science into lasting contributions to health.
THE COMMITMENT
A Promise for Life
A P  L is   commitment - what we believe in and what we value 
reminding us why our work matters to the people we serve.
THE CORE VALUES

SCIENCE
PREMIER
FOR LIFE
CARING
CORE
VALUES
*Abbott Laboratories Global Source:

COST-EFFECTIVE

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2. Abbott Nutrition Vietnam*
Abbott Laboratories Vietnam operates in three divisions: Nutrition, Pharmaceuticals and
Diagnostics in which the Nutrition is the strongest with its office established in Vietnam since
1995 with today around 150 employees.
Abbott Nutrition Vietnam is a Vietnamese citizenship
Following all the values of the group and being a responsible corporate citizen involves more
than health care innovation and outreach. Good citizenship also extends to the way we run
our business and conduct ourselves as individuals. While our strategic priorities focus on the
material impacts where our company can make the most unique and targeted contributions
to local society, we are equally focused on creating a culture of citizenship grounded in the
foundational elements of sound business practice.

ABBOTT VIETNAM NUTRITION PORFOLIO
Abbott Vietnam Nutrition has developed and presented to the local market its variety of
products for Maternal, Child, Adult, and Healthcare supplement such as Ensure Gold,
PediaSure BA, Similac IQ, Similac Gain IQ Plus, Gain IQ and Grow which became some of the
most recognizable and reliable brands in Vietnam.



NEW PRODUCTS LAUNCHED PIPELINES
The A N V leading market share and improving position thanks to its
continuous introducing innovative products to the market together with the efficient
advertising & CSR communication investment.
To be more competitive and developed, Abbot Vietnam will launch new products for
Vietnam market and New Similac Mum-Advance EyeQ Plus (Low Fat Maternal Supplement
with Fibre (FOS) for Pregnant & Breastfeeding Mothers) is obviously one of the strategic
products aimed to increase market share in both volume and value.

* Abbott Nutrition Vietnam  Source:








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CHAPTER II: ABOUT THE MARKET & BRAND KEY MILESTONES

1. Market Situation

There are about 22 players classified into 3 main segments: Premium, Medium an Economy
with their contributions as follows:
 Premium: 65% volume share / 79% value share
 Medium: 8% volume share / 8% value share
 Economy: 27% volume share / 13% value share




















 Hanoi still is the focus market for Premium segment, while Medium and Economy
dominates in HCMCC. 4 cities (Danang, Hai Phong, Can Tho, Nha Trang) increase their
channel contributions in all segments
 Key drivers for the success of brands are: Advertising, Ethical Promotions, Activations,
Words of mouth (WOM).

 Key brands participating on the market as follows
• Top price tier of the market  high quality
• Belongs to trustworthy powdered milk manufacturers
• Believed to be imported from the US and Holland  known to be the best
countries of producing powdered milk
• Perceived to contain more essential nutrients than other brands
• Owing some unique formulas/ BAIs
– Brain development BAIs (Choline, Taurine, Omegas, DHA, ARA, etc.)
– Immune system intensification ingredients
– High fibres  good for digestion
• Delivers hottest benefits (such as brain development, immune system
improvement, etc.)
• Low priced brands
• Belongs to local manufacturers / not imported  lower credibility
• Perceived to contain less nutrients  Just average quality (varied by kids,
           
Description of market products segmentations  Source: Nielsen Qualitative Study  Focus Group 2009

PREMIUM
BRANDS
• Also belongs to international manufacturers but less premium due to lower
price tier
• Good quality but not as many and sufficient nutrients as First class brands

MEDIUM BRANDS


MEDIUM
BRANDS

ECONOMY
BRANDS
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BRANDS
SEGMENTS
Main Marketing activities
Enfamama A Plus by Mead Johnson

(Supper) Premium
Media, Consumer Promotions, Hospital
Samples, Mother Education
Similac Mom by Abbott

(Supper) Premium
Media, Sampling, Trade, ME
Friso Gold Mum by FrieslandCampina

Premium
Media, Sampling, Trade, ME
Anmum by Fonterra

Premium
Media, Sampling, Direct Sales
Dielac Mama by Vinamilk

Economy
Consumer Promotions

2. Competitive Landscape
BRANDS

CLAIMS
HIGHLIGHT BENEFITS
Price index
Similac Mum
(Denmark)


Similac Mom - the non-negotiable
nutritional partner of every mother-to-
be entering her last 5 months through
the breast feeding period - it's a critical
time to build up immunity in your new
baby.
Supports fetus brain development
through 3 dimensions: maturation,
protection and perfection
100
- Help build up fetus immunity
Enfamama A+
(Thailand)

Enfamama A+ with DHA is rich in
protein, iron, folic acid & calcium that
ensure mom's health & give baby the
good start even in pregnancy.
Brain development.
91
Healthy mom, well developed baby
Friso Gold Mum
(Netherland)

Synbiotics (Probiotics BB-12® & L.casei
431® and Prebiotic FOS), Nucleotides,
Selenium, DHA, AA&SA
support mom's
nutrition during pregnancy & give baby
the good start for development later
Healthy mom, well developed baby
90
Reduce the risk of Neuro tube
defect
Anmum
(New Zealand)

Anmum is acknowledged as the first
milk brand helps strengthen folate for
women.
Brain development
82
Reduce the risk of Neuro tube
defect
Dielac mama
(Vietnam)


Fortified with DHA and folic acid, FOS,
calcium, iodine, iron to support fetus
overall development and give moms a
healthy pregnancy.

General, no highlight
32


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3. Market Shares

23%
17%
11%
11%
3%
24%
11%
Volume Share - Jan 2013
Mar'08 Apr'08
May'0
8
Jun'08 Jul'08 Aug'08 Sep'08 Oct'08 Nov'08 Dec'08 Jan'09 Feb'09 Mar'09 Apr'09
May'0
9
Jun'09 Jul'09 Aug'09 Sep'09
Volume Sales (Kg)
66,572 61,570 63,238 60,349 58,803 60,515 58,230 54,794 51,501 50,533 52,950 52,778 65,265 59,059 67,368 60,516 62,229 58,666 54,104
Similac Mom
21.7 23.3 24.1 24.1 23.1 22.5 24.5 23.9 22.4 17.8 15.3 17 26.1 23.5 24.1 21.5 22.2 21.5 19.9
Enfamama A+
37.6 34.1 33.9 36.3 37.4 36.4 34.6 32.4 38.7 37.3 39.9 40 33.9 33 33.9 32.7 32.3 27.5 28.8
Frisomum
2.5 2 4.1 3.2 4 4.3 3.1 3.5 3.1 3.4 3.9 3.8 2.5 2.3 1.7 2.3 2.2 1.7 2.2
Anmum
4.3 6.6 5.8 6 4.8 6.4 5.9 5.3 5.3 7.3 5.1 5.4 6.7 5.7 5.7 6.6 4.9 6.1 6.3
Dumex mama Gold
3.1 3 4.5 3.5 4.3 4.1 3.7 4 3.3 3.5 3.6 3.1 4.5 4.8 4.2 6.2 6.3 7.1 5.4
Dielac mama
24.5 25.8 20.8 20.1 18.7 19 22.2 26.4 22.3 25.2 28.4 26.5 22 26.2 26.6 26.8 28.8 32.6 34.1
21.7

23.3
24.1 24.1
23.1
22.5
24.5
23.9
22.4
17.8
15.3
17
26.1
23.5
24.1
21.5
22.2
21.5
19.9
0
5
10
15
20
25
30
35
40
45
0
10,000
20,000

30,000
40,000
50,000
60,000
70,000
80,000
Source: Retail Audit AC Nielsen 2009
Volume Share 2009

29%
20%
2%
6%
5%
34%
4%
Volume Share - Sep 2009
ENFAMAMA A PLUS Mead
Johnson
SIMILAC MOM Abbott
FRISO GOLD MUM
FrieslandCampina
ANMUM Fonterra Brands
DUMEX Dumex Mama
Gold
DIELAC MAMA Vinamilk
Others
Source: Retail Audit AC Nielsen Feb 2013
17

 In 3 years, top 3 remains unchanged, however declined: Dielac Mam (-10%), Enfamama A Plus (-6%)
and Similac Mom (-3%). Top 5 saw Dumex Mama left (-2%) and Friso Gold Mum joined (+9%).
 Super Premium contributions remain 51% in total but it seems 9% went to Friso Gold Mum who
enjoyed the most healthy increase in all segments and the only one increased within the segment.
 Premium witnessed the contradictory performances between Dumex Mama (-2%) and Anmum (+6%).
 Similac Mum earns highest Value/Volume rate at 1.3, Enfamama, Friso Gold Mum, Anmum: 1.2 while
Dielac Mama has to tolerate at lowest: 0.5.

4. Brand key milestones


1997: Fomance Introduced in Vietnam to complement the growing business

1999 to 2005: Full ethical promotions, consumer promotions, print ad

2005: Changed brand name from Formance to Similac Mum    “
franchise. Similac Mum with TPAN for immunity (new news in Vietnam)

2006: Full consumerization of the brand through the TVC, doubling the sales versus
previous year

2007: Surpassed internal sales target, and achieving # 3 rank from # 4, surpassed

Anmum, winner of Abbott Global Best Practice
 2008: Surpassed Dielac Mama to be no.2 player in vol. share

2009: Revitalized label to be consistent with EyeQ range

2011: Similac Mum EyeQ Plus launched with media campaign support TVC

2013: New product launch: New Similac Mum-Advance EyeQ Plus


0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Value % Share Volume % Share
Top 5 Brands - Shared by Value & Volume
Jan 2013
Others
DIELAC MAMA Vinamilk
ANMUM Fonterra Brands
FRISO GOLD MUM
FrieslandCampina
SIMILAC MOM Abbott

ENFAMAMA A PLUS Mead
Johnson
23%
24%
11%
14%
11%
17%
28%
12%
12%
12%
13%
23%
Source: Retail Audit AC Nielsen Feb 2013
18
CHAPTER III: BRAND POSITIONING
 New Similac Mum Brand Key Attributes

1. Root Strengths: Product Features and Claims
The most advanced and outstanding formula ever for mums
As a mother a woman wants the very best for her baby. This desire is birthed the moment
she begins to plan for her pregnancy. She needs the strongest foundation that nutrition can
provide to support her precious baby as he or she journeys from her womb to the world.
New Similac Mum-Advance EyeQ is a low-fat milk-based maternal supplement containing 24
essential vitamins and minerals, protein, DHA and a prebiotic (FOS) which is scientifically
formulated to support the increased nutritional needs of pregnant and breastfeeding mums.
New Similac Mum-Advance EyeQ provides the most advanced and outstanding formula ever
for mums with the most complete maternal supplement. It has the most number of vitamins
and minerals that meet US DRI for both pregnant and breastfeeding mothers.
1/ ROOT STRENGTHS
2/ COMPETITIVE
ENVIROMENT
3/ TARGET
4/ INSIGHT
9/ ESSENCE
Brand key model -Source: Internet-Author: Unknown
19

 MOST ADVANCED
DHA
• A fat naturally found in breast milk
Choline
• A Vitamin B naturally found in breast milk
• The USA Institute of Medicine (IOM) recommends higher choline intake during pregnancy
and breastfeeding
Folic Acid
• Folate, taken before and during early pregnancy, helps in mental and overall development
of fetus
• Folate plays a role in the formation of red blood cells
Iron
• Iron is needed to produce haemoglobin, the protein in red blood cells that carries oxygen
to tissues

Zinc
• Zinc is essential for growth
Vitamin A
• Vitamin A is essential for the functioning of the eye

 MOST ADVANCED


Prebiotic (FOS) promotes the growth of good bacteria to help maintain a
healthy digestive system. Dietary fibre aids the digestive system

Selenium, Zinc and Vitamins C and E help to protect cells from free radicals that
may have escaped the natural processes of our body system. These ingredients
are at optimal level to support healthy digestive system and build immune
defenses. Only maternal drink contains scFOS (a prebiotic fiber) helps improve
bowel regularity , scientifically formulated supporting the increased nutrition
needs without excess calories
 VITAMINS AND MINERALS
Calcium
• Calcium helps build strong bones and teeth
Vitamin D3
• Vitamin D3 helps support calcium absorption and improves bone strength
Vitamin K
• Works synergistically with Vitamin D on bone metabolism to build strong bones

 LOWEST IN FAT: Supports appropriate weight gain and provides a host of valuable nutrients with
less fat to avoid weight exceed


20

2. Competitive Environment
New Similac Mum-Advance EyeQ positioned as supper premium in the market. Therefore,
the benchmark competitors would be:
 Enfamama by MeadJohnson
 Friso Gold Mama by FrieslandCampina

3. Target Group

 Demographics: 25-35 years old, urban-living pregnant women, AB SEC

 Psychographics:
 Work hard and well balance in take care of family and personal life
 Looking for the best thing for her child, will not settle for anything
that is second best for her baby
 Open to new thing/ search for the new knowledge, seek the advice
of friends/relatives/doctors on the choice of what is good for
           
child before taking on advices
 Maternal milk is often regarded as a supplemental to ensure fetus
development, on top of prenatal vitamins prescribed by her doctor
 Price is often a proxy for a product quality
 Confident    O      
milk brand, she will not switch unless issues occur (such as taste
disdain, gastrointestinal)
4. Consumers Insight
New Similac Mum-Advance EyeQ especially is the non-negotiable nutritional partner of every
mother-to-be entering her last 5 months (20
th
week  baby starts kicking) through the breast
feeding period - it's a critical time to support brain development and build up immunity in

your new baby.
21
Week 20  1
st
        *
Week Twenty  M I

• You're half way there!
• The rapid growth stage is about over. While things have slowed down, this next stage is vital to survival.
• The baby's heart grows stronger. Find a quiet place, lay flat on your back. Locate your own heartbeat by
finding your pulse. Next lay your hand on your belly. You may be able to distinguish the two heartbeats
• Baby legs are reaching their relative size. With the increase muscle develop occurring as well, you will
start feeling much more than tiny flutter kicks soon!

• Immunities are being transferred from you to your baby now. These immune cells will protect her from
viruses you've already had for up to six months after birth!

• The nerve cells for taste, smell, hearing, seeing, and touch are now developing in specialized areas of
the brain. Production slows down as existing nerve cells grow larger and make more complex
connections.

• Your baby may startle in reaction to loud sounds. Amazingly, she can actually hear noises outside of the
womb. Familiar voices, music, and sounds that baby becomes accustomed to during her development
stages often are calming after birth.
• If your baby is a girl, her uterus is starting to develop. She has approximately six million eggs in her
ovaries. About one million will remain at birth.
• Baby is about 6.46 inches (16.4cm) and weighs around 10.58 ounces (300g).

Baby legs are reaching
Their relative size
Immunities are
being transferred
The nerve cells for taste,
smell, hearing, seeing, and
touch are now developing
*Description of week 20
th
 Source:

22
 Pregnancy is a rich stage of emotions and feelings, most of which are derived from
how the baby develops inside the womb.
 M         -rounded baby inside
the womb and once being born.










In fact,

baby kicking and movements inside the womb are paid a lot of attention to
mom-to-be, since these are indicators of a healthy baby that moms can really feel









Excited/
Thrilled

I       
I would feel worried

M      
M    
M    
   

H        
    

Inside the womb
• After delivery
M           
 

My baby kicks everyday
inside my womb so that I
know he’s/ she’s doing well
Worried/
Anxious
Hopeful
Happy/
Joyful

I    
be born healthily; more
than 3 kg weight
without any health

I   
months, seeing how the
baby grows up everyday
inside my belly
I            


I       

I am Similac
Mum baby



23
5. Benefits

 Functional: New Similac Mum with most advanced formula ensures me with proper
             my
wellbeing during pregnancy.
 Emotional: I have an enjoyable pregnancy and confident that my baby is provided
with what he precisely needs to get full development right in the womb.

6. Driving Beliefs & Personality

 Beliefs: Carrying a baby is a great time in life, especially when I could feel him through
KICKING I        s for brain and immunity
 I       s and being at most wellbeing
to support him the most and enjoy the great time in life.
 Personality: N “ M    
- Knowledgeable
- Dynamic
- Willing to share with other moms
- Modern but family oriented

7. Discriminator

 New Similac Mum is the only one in the market that offer the most advanced and
outstanding formula ever for babies and mums that the other brands could not.

8. Reasons to Believe
 Similac Mum let my baby absorb the most advanced Unique EyeQ Plus system for
both brain and body development.
 Most advanced immunify ingredients and lowest in fat supports appropriate weight
gain and provides me a host of valuable nutrients to be at most well-being.
9. Brand Essence:

TREA“URE YOUR GREAT TIME IN LIFE!

24
 New Similac Mum Positioning Charts























Good for mum
Good for

babies
Dielac
Mama

Friso
Gold
Mama

Anmum

Enfamama

Similac
Mum

Value
shares
Dielac

Mama

Friso
Gold

Mama


Enfamama

Similac

Mum

Volume shares
1. Brand awareness positioning
2. Market share positioning
25
CHAPTER IV: COMMUNICATION CAMPAIGN
1. Communication Strategy



Lowest















The interpretation of the communication is the basement to support all this structure of the
house. Within the strategic house, the brand will communicate with their 3 main targets:
 B to B: Hospital-clinic practitioners, retailers

 B to C: Pregnant women
 Let your baby absorb the most advanced
Unique EyeQ system for both brain and body
development.
 Most advanced immunify ingredients and
lowest in fat supports appropriate weight
gain and provides moms a host of valuable
nutrients to be at most well-being




Most advance:
Prebiotic (FOS)
Antioxidants
Vitamins
Minerals
Lowest in fat






Most advance:
DHA
Choline
Folic Acid
Iron
Zinc

Vitamin A


Trustworthy advisers
for MOM
HCPs
Retailers
Scientific nurturing &
educating


COMMUNICATION INTERPRETATION



Brand Promises


CON“UMER“