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

New Nutrition Business
September 1, 2008
28 Pages - SKU: CDGQ1894858
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Anlene: What makes the world’s biggest bone health brand so successful?

 
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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