Can you help me answer all question about this case study of Consumer Behavior (MKT201). Thank you so
New Zealand has the unique advantage of being able to produce large quantities of milk, while at the same time Asia is a rapidly growing economy with a strong desire to consume milk.
Europe has the capacity to produce large volumes of its own milk and, this, together with high trade barriers, have made it a difficult market to access. Asia, by comparison, with its large population base and close proximity to New Zealand, is now seen as a critical part of the future for the company.
Countries such as Japan, China and Indonesia are among Fonterra's top five international
In China, where a distribution network covers approximately 40 cities, dairy consumption is growing by 10 percent every year.
In other developing markets such as Vietnam, dairy consumption grew from less than
1kg per capita per year in the early 1990s to almost 10kg at the start of this decade.
In Malaysia, Fonterra commands 76 percent share of the adult milk category through
its Anlene brand, and 80 percent share for prenatal dairy products with Anmum.
Fonterra is also the largest dairy company in Sri Lanka, with a market share of close to
50 percent. Across Asia, there are currently 2,500 employees in 15 countries.
A growing population of more affluent young Asians increasingly buys milk-based products
such as pizzas and lattes from fast-food restaurants, cafes and hotels, which in turn is driving
growth in Fonterra's Foodservice business. Branded consumer goods including Anlene and
Anchor are now leading brands in South East Asia and China. This growth is due to increased
concerns among consumers about bone health and the impact of rising consumer incomes on
demand for dairy products. Particularly in Asia, consumers are seeking health-giving products to supplement their diets.
Fonterra Brands Vietnam has launched the first UHT liquid prenatal milk, Anmum Materna
Concentrate, in the market. The commercial focuses on the product's liquid attributes, while
highlighting the need for Folate and other nutrients early in pregnancy through a simple
'Announcement' story between a wife and husband.
Ben Mayson, Marketing Director of Fonterra Brands Vietnam commented, "Early signs are it's already resonating well with retailers and consumers."
The question are:
Discuss the decision process and the influences on it that the consumers in this segment are
likely to go through when they are considering to purchase Annum Materna Concentrate.
i. Problem Recognition
ii. Information Search
iii. Alternative Evaluation
v. Post purchase
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