Anmum Materna's Target Market
Target Market
Due to its function as maternal milk powder that helps pregnant woman in supplying nutrients to her womb, it is obvious that Anmum targets (demographic) woman (gender) in their marketing strategy. While there are no certain (demographic) minimum/maximum (age), hence those planning for pregnancy or currently pregnant are suitable to consume Anmum maternal milk powder (demographic, family life cycle).
In geographical term, Anmum maternal is mainly distributed and focused in Asia (region)
(Fonterra.com, 2015). Demographically, “Anmum went beyond translation when it created two TV executions, one targeting Malays and the other aimed at Chinese” (Statistics.gov.my, 2015). Annum also use celebrities such as Wardina Safiyyah in Malay-focused advertising (Statistics.gov.my,
2015). Based on the description by (Statistics.gov.my, 2015), Anmum Materna does not target their market for Malaysian Indians and it is supported by the fact that the packaging of Anmum maternal only provides English, Chinese and Bahasa Malaysia, leaving Tamil (Figure 1)
Figure 1. The guidelines of preparing milk powder captured from the back of Anmum
Materna tin package.
Reasons of Anmum maternal focuses its market in Asia is due to high percentage of birth defect occurring around Africa and Asia (Figure 2)(Anmum™ Malaysia, 2014). Whereas, country in European and Australian region has lower birth defect compare to those in Africa and Asia
(Figure 3). In this case, Anmum maternal was evaluating the large segment size and growth in Asia so that they comes out about the idea of providing nutrition to pregnant mother to reduce birth defect. Figure 2. The statistics of the birth defect percentage by country where the percentage is declining as it goes to the right. (Christianson, 2015)
Figure 3. The statistics of the birth defect percentage by country where the percentage is declining as it goes to the right. (Christianson, 2015)
Anmum Materna focuses its target for Malays and Chinese
Due to its function as maternal milk powder that helps pregnant woman in supplying nutrients to her womb, it is obvious that Anmum targets (demographic) woman (gender) in their marketing strategy. While there are no certain (demographic) minimum/maximum (age), hence those planning for pregnancy or currently pregnant are suitable to consume Anmum maternal milk powder (demographic, family life cycle).
In geographical term, Anmum maternal is mainly distributed and focused in Asia (region)
(Fonterra.com, 2015). Demographically, “Anmum went beyond translation when it created two TV executions, one targeting Malays and the other aimed at Chinese” (Statistics.gov.my, 2015). Annum also use celebrities such as Wardina Safiyyah in Malay-focused advertising (Statistics.gov.my,
2015). Based on the description by (Statistics.gov.my, 2015), Anmum Materna does not target their market for Malaysian Indians and it is supported by the fact that the packaging of Anmum maternal only provides English, Chinese and Bahasa Malaysia, leaving Tamil (Figure 1)
Figure 1. The guidelines of preparing milk powder captured from the back of Anmum
Materna tin package.
Reasons of Anmum maternal focuses its market in Asia is due to high percentage of birth defect occurring around Africa and Asia (Figure 2)(Anmum™ Malaysia, 2014). Whereas, country in European and Australian region has lower birth defect compare to those in Africa and Asia
(Figure 3). In this case, Anmum maternal was evaluating the large segment size and growth in Asia so that they comes out about the idea of providing nutrition to pregnant mother to reduce birth defect. Figure 2. The statistics of the birth defect percentage by country where the percentage is declining as it goes to the right. (Christianson, 2015)
Figure 3. The statistics of the birth defect percentage by country where the percentage is declining as it goes to the right. (Christianson, 2015)
Anmum Materna focuses its target for Malays and Chinese