Comparison the Ads of Enfagrow and Mamil Gold
1.0 Introduction
Enfagrow A+ and Mamil Gold Step 3 have their own capability in nutrition of their formulated milk powder as Enfagrow A+ consists of DHA and Mamil Gold consists of IMMUNOFORTIS. Both nutrients might give different impact to the baby. In order to reach the target audience, both advertisement using different types of message execution, creative message strategies, brand communication and media planning.
2.0 Segmentation
Segmentation is determining the number of customers who are likely to buy the offering. Effective segmenting is based on overall business and marketing objective (Duncan, 2005). Different product segment may target different customers as each of the product segments may give different benefits or value to the customers.
2.0.1 Life-cycle Stage
Mead Johnson has five products segment which are pregnant and breast-feeding mother, 0-12 months, 6-18 moths, 1-3 years and 4-6 years. Whereas Dumex has four products segment which are for pregnancy, infant (0-12 months), toddler (1-3 years) and young child (3-6 years). Both of the company product segments that under the life-cycle stage are targeting different types of customer needs and wants.
2.1 Targeting
Targeting is very important to a company as to advertise and promote a brand to everyone would be a waste of money because it is impossible for a product to meet everyone needs and wants.
Enfagrow is mainly targeted towards working class parents who have children in this age group especially for those mothers who are aware of the high needs of intellectual children and for their kids to be in a highly competitive as future adults. It is because Enfagrow contains of 4x DHA and might help the child has a better brain development.
On the other hand, Mamil Gold contains of IMMUNOFORTIS that might improve the child’s immune system. Mamil Gold is targeted on housewife’s who have children between the aged 1 – 3 years in order to have a better health development.
3.0
Enfagrow A+ and Mamil Gold Step 3 have their own capability in nutrition of their formulated milk powder as Enfagrow A+ consists of DHA and Mamil Gold consists of IMMUNOFORTIS. Both nutrients might give different impact to the baby. In order to reach the target audience, both advertisement using different types of message execution, creative message strategies, brand communication and media planning.
2.0 Segmentation
Segmentation is determining the number of customers who are likely to buy the offering. Effective segmenting is based on overall business and marketing objective (Duncan, 2005). Different product segment may target different customers as each of the product segments may give different benefits or value to the customers.
2.0.1 Life-cycle Stage
Mead Johnson has five products segment which are pregnant and breast-feeding mother, 0-12 months, 6-18 moths, 1-3 years and 4-6 years. Whereas Dumex has four products segment which are for pregnancy, infant (0-12 months), toddler (1-3 years) and young child (3-6 years). Both of the company product segments that under the life-cycle stage are targeting different types of customer needs and wants.
2.1 Targeting
Targeting is very important to a company as to advertise and promote a brand to everyone would be a waste of money because it is impossible for a product to meet everyone needs and wants.
Enfagrow is mainly targeted towards working class parents who have children in this age group especially for those mothers who are aware of the high needs of intellectual children and for their kids to be in a highly competitive as future adults. It is because Enfagrow contains of 4x DHA and might help the child has a better brain development.
On the other hand, Mamil Gold contains of IMMUNOFORTIS that might improve the child’s immune system. Mamil Gold is targeted on housewife’s who have children between the aged 1 – 3 years in order to have a better health development.
3.0