- Published: April 2009
Anlene: What makes the world’s biggest bone health brand so successful?
- Published: September 2008
- Region: Global
- 28 Pages
- New Nutrition Business
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.
Thanks to frank, in-depth interviews with Fonterra since 1998, New Nutrition Business has been in the unique position of tracking the rise and rise of this remarkable brand, which marries the best of science and brand know-how.
As the only company in the world dedicated solely to analysing the global nutrition business our analysis will give you practical insights for creating success – and for reducing risks – that are second-to-none. SHOW LESS READ MORE >
1. An expert brand
1.1 Brand management the key
1.2 The range
1.3 Brand extension into concentrated convenience
2. Communicating the benefit
2.1 Anlene Bone Health Check
2.2 The Anlene Movement
3. A premium-priced brand that dominates its niche
4. The future looks bright