Anlene: What makes the world’s biggest bone health brand so successful?:

Anlene: What makes the world’s biggest bone health brand so successful?

Published Date: September 2008

Published By: New Nutrition Business

Page Count: 28

Order Code: R559-35

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Positioned as “the expert in bone nutrition”, New Zealand dairy giant Fonterra’s Anlene brand is the biggest bone-health brand in the world. This concise 28 page case study shows how this brand’s strategy successfully combines:

Continuous innovation in science and technology
A clinically proven position
Innovative and eye-opening marketing communication techniques
Packaging innovation
A premium price position

This practical analysis includes examples of the brand’s communications and is illustrated with supermarket sales data.

For any company, large or small, looking to create a successful health proposition the story of Anlene shows what can be achieved in a tough, highly competitive market. Anlene’s strategies are not elusive, nor unachievable - they are instead steps that any company can easily take to propel its brands to new levels.

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