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PURA
REGULAR
MILK
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MARKET
AND
CATEGORY
ANALYSIS
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PRODUCT
Pura Milk Regular Full Cream
SITUATIONAL ANALYSIS
This Pura Milk campaign focuses on Australian parents between the ages of 30 - 50.
The objectives of this campaign include:
- Understanding Pura Milk’s position among Australian milk consumers
- Determining how milk fits into the target audience’s lifestyle
- Discovering which media would be most suitable for targeting the audience
- Determining our closest competitors
CLIENT
Pura Milk is a part of National Foods Ltd; the only milk and juice company that
services the entire Australian market (National Foods online). AC Nielsen’s Top 100
Brands reported that in 2004/2005 Pura Milk was in the number 1 position in the
category ‘fresh milk’ (2010). However, in the same report conducted in 2008, Pura
Milk came second to Pauls Milk in the same category. Currently, Pura Milk is
Australia’s favourite milk (Dairy Ausralia, 2005). Pura Milk is Pauls Milk closest
competitor and is looking to maintain its glory as Australia’s number one milk.
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CATEGORY/MARKET
Category: Fresh Milk (FMCG)
Market Share: National Foods current value share 38% in
Australia. Pura Milk leading brand of drinking
milk product with 19% value market share, also
within Australia. (Euromonitor, 2010)
Major Competitors: Pauls Milk, Dairy Farmers (Euromonitor, 2010)
Indirect Competitors: Supermarket/generic brands such as You’ll Love
Coles, Coles Smart Buy and Woolworths
(Euromonitor, 2010).
Seasonal Sale Variation: Sales fairly steady year round, drinking milk
products consumed throughout the day, though
warm beverages (i.e. coffee) consumed more
during cooler seasons (Euromonitor, 2010).
Geographic Differences: Milk sales are generally higher in Victoria and
Sydney (Euromonitor, 2010).
Socio-economic concerns: Easing commodity prices in milk, bringing
down unit prices.
Indulgence a key factor in driving growth, with
chocolate based products a favourite among
Australian consumers (Euromonitor, 2010).
PLACE
Pura Milk is sold in supermarkets and milk bars Australia wide.
PRICE
2L = $3.65 (CHOICE 2009)
BRAND
Branding that emphasizes the honesty and dedication of Pura Milk to continue being
Australia’s favourite milk brand and also a brand that is committed to the health of all
Australian families.
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SWOT ANALYSIS
STRENGTHS WEAKNESSES
- Sourced from Australia - advertising predominately for
- Australia’s favourite milk (top Light and No Fat brands
100 brand) - awareness of generic brands
- Top of mind brand increasing
- prices mid range
OPPORTUNITIES THREATS
- growing awareness of need for - generic milk has 43% of market
more calcium in daily life share
- people drinking more milk based - target audience becoming more
products i.e. coffees and thrifty
smoothies. - price increases due to interest rate
hikes
CATEGORY AND BRAND INSIGHTS
Dairy Australia reports that the dairy industry is recovering from the economic
downturn, with prices recovering in 2009. 60% of farmers remain positive for the
future of the milk industry (Dairy Australia, 2009).
However, Dairy Australia also reports there has been negative growth in the category
of branded milks and a very positive growth of the volumes of generic milks being
bought by consumers (about 5%) (Dairy Australia, 2009).
While Australian Food News is predicting that world prices will remain relatively
stable, Australian prices for 2010 – 2011 will rise to try and recover from a low
experienced in mid 2009.
The dairy industry is a world competitive industry, however consumers like to think
that they are buying locally sourced dairy products to support their nation (Dairy
Australia, 2009).
Recently, several current affair television programs have conducted reports on the
differences between branded milks and generic milks. This has heightened awareness
to the sameness of branded and generic milks and pushed several consumers to opt for
the cheaper un-branded milks (CHOICE 2009).
Where Pura Milk is in Australia
Pura Milk is Australia’s favourite milk brand according to the Nielsen Top 100
Brands Report (2009). However, in 2008 Pauls Milk claimed 14th position in Adnews
top 100 grocery brands ahead of Pura which was 17. Currently, Pauls Milk is Pura
Milk’s closest competitor.
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Fig 1. Euromonitor, Drinking Milk Products – Australia, Company Shares.
[National Foods (Pura) 2008 Company Shares at 38.3%. Parmalat (Pauls)
13.4%]
Why Pura Milk is here
- To provide the consistency in milk products that keeps it Australia’s top milk.
- To give Australian consumers a no fuss brand they can trust.
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TARGET MARKET INSIGHTS
Research indicates that the primary buyer of milk is the grocery buyer of the family,
who is in most cases the head of the household aged between 30 -50 (Euromonitor
2009).
According to an Emerald Insight report, the primary grocery buyer makes their milk
buying decision based on the following factors (in no particular order): price,
freshness, good taste, lack of preservatives, health reasons and nutrition (2001).
The grocery buyer of the family is looking to buy the best for their family at a decent
price.
The target market we are looking at are the primary grocery buyers of the family and
are aged between 30 – 50 years, predominately female. This age bracket was chosen
because research states that this is the age where most people have started a family
and are earning the most money from their chosen careers. They are within the B and
C1 social status hierarchy (Euromonitor, 2009).
The following statements were made based on research from sites Euromonitor,
Australian Bureau of Statistics and Emerald Insight.
Education and work
The primary grocery buyer works either part time, full time or not at all. And
generally has children. They have completed high school and some have a tertiary
degree. They hold down a typical office job and are of middle class income.
Psychographics
The target audience are constantly searching for ways to make life easier, but feel
guilty when this means compromising their family’s health and well-being. The target
audience wants the best they can provide for their family, at a reasonable cost.
Leisure and Entertainment
The target market values the spare time they manage to get. Usually this is spent
reading magazines and watching television dramas and lifestyle shows. The target
audience makes a conscious effort to remain active.
Consumption Habits
The grocery buyer is a brand switcher with grocery staples such as bread, milk, toilet
paper, but will stay loyal if the item delivers consistency in quality and price.
Media Consumption
PRINT
Herald Sun, The Age, Courier Mail, SMH, Better Homes & Gardens, Super Food
Ideas, Women’s Weekly, That’s Life, Royal Auto, New Idea.
TELEVISION
Channels 10, 9, 7 and ABC.
News, early fringe, prime time.
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RADIO
Sydney (drivetime) – 2DAY, NOVA 96.9, 2MMM
Melbourne (drivetime) – FOX FM, 3MMM, NOVA, GOLD 104.3
Brisbane (drivetime) – NOVA, B105, 4MMM, 97.3 FM
OTHER
Online
Transit/OOH
Direct Mail
COMPETITOR ANALYSIS
Fig. 2 CHOICE, Generic Brands and Prices
A 2009 CHOICE article reports that within several supermarkets of Melbourne,
Sydney, Brisbane and Adelaide, more than 80 different brands of milk were found.
Even though the market is mostly dominated by the two milk giants Parmalat and
National Foods. Most milks sold fall under one or more of the following categories.
• Full cream makes up nearly half of all fresh milk sales. To qualify it needs to contain at least
3.2% fat, as specified by the Food Standards Code. Most brands contain about 3.4% fat and
3.3% protein.
• Light/low-fat is the second-biggest category (30% of fresh milk sales). To qualify for the
description, milk should contain no more than 1.5% fat, with most brands containing 1.3% to
1.4%. Often this milk has skim milk powder added to it, which makes it taste creamier and
also boosts the calcium content.
• Skim Food can be labelled “fat-free” if it contains less than 0.15% fat, and most brands of
skim contain about 0.1%. Again, most brands contain extra skim milk powder which makes
the milk taste creamier and gives it extra protein and calcium.
However there are also organic milks, flavoured milks, goats milk, private label milk and several
other milks claiming to have additives that will aid growth or prevent disease.
CHOICE claims that branded milk is no different from generic milk, having the same
qualities and half the price.
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The following figure is a snap shot of competing milks in the full cream category.
Most importantly the table shows competitor prices and unit sizes bought.
For the purpose of this brand analysis, we will only be looking at other 2L brands.
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BRAND ANALYSIS
Pura Milk has an entire range of specialized milks that include the more promoted
brands such as Pura Light Start and Pura Tone. There are other specialized milks
including Pura Boost, Pura Gold, Pura Hilo, Pura Skimmer, Pura Cafe, Pura
HeartActive and Pura Kids.
According to the AdNews Top 100 Grocery Brands Insights (2010), Pura is 25th in the
category of Top 25 Purchased Brands, being the only one in its category of ‘Fresh
White Milk’. In the last Top 100 conducted in 2008, Pura came in at 17th position,
below Paul’s Milk, which was in at 12th. This rivalry between the two dairy giants;
Parmalat and National Foods has always been close being that they are the two
market leaders (Euromonitor, 2010).
MEDIA OBJECTIVES
The media chosen for this campaign reflects the media consumption of the target
audience who spend their leisure time watching lifestyle programs and reading
magazines. This campaign is a maintenance campaign, focusing on keeping Pura Milk
at top of mind status by reinforcing the family values and health benefits that make it
Australia’s favourite milk.
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THE
CREATIVE
BRIEF
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CLIENT: National Foods
BRAND: Pura Regular Full Cream Milk
RATIONALE FOR RE-LAUNCH
Current Pura Milk advertising campaigns focus primarily on Pura’s range of low fat
milks, as opposed to its regular milk. This is because consumers are becoming more
conscious of their bodies and fat intakes. Although sales for its regular milk is strong,
a maintenance campaign needs to be implemented so that sales for Pura Regular do
not plateau or drop due to the sales of low fat milks or the substitute generic milks
which are also gaining a steady market share. At the moment Pura Regular is in its
‘mature’ lifecycle and risks losing top-of-mind awareness as Pauls Milk, Pura’s
closest direct competitor are increasing their market share.
CAMPAIGN OBJECTIVES
To maintain top-of-mind awareness within Target Market
Aim is to keep the Target Market drinking Pura and reassure them of the brand’s
presence within the milk market.
To increase brand loyalty by 10%
We want to encourage the Target Market to keep drinking Pura Milk by averting their
buying away from generic label brands.
CATEGORY & BRAND INSIGHTS
Where Pura is in Australian milk market
• Pura is the leading brand of milk bought in Australia, closely followed by
Paul’s Milk.
• Current affair programs have blurred the lines between branded milk and
generic milk
• Generic milks are gaining a steady market share.
Why Pura is here now
• The Pura Regular campaign will reassure consumers of Pura’s presence in the
dairy market.
• Pura Regular has not advertised in a long while
• Pura risks losing sales to generic milk brands
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COMMUNICATION OBJECTIVES
- To re-establish Pura as a top of mind brand
- To reassure consumers of Pura Regular’s brand presence
- To gain brand loyalty among 20% of target audience
NOW FUTURE
“I know that when I buy
“I’m starting to think all
THINK Pura I am guaranteed a
milks are the same”
quality product”
“In the end it’s just milk “Pura is the only milk I
FEEL
after all” can give my family”
“I buy only Pura because I
DO “I switch milk brands” trust and rely on the
product and brand”
EMOTIONAL REWARD
“I feel satisfied knowing I am giving my family the best”
END BENEFIT
Calcium intake, healthy as a part of a balanced lifestyle
BRAND BENEFITS
Trusted brand, consistent quality, reliable
BRAND ATTRIBUTES
Locally sourced, supports the Australian dairy industry
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TARGET AUDIENCE
Demographics
Grocery buyers/parents, mostly female, aged 30 – 50
B and C1 social status hierarchy
Have started a family
One of the grocery buyers work part time, full time or not at all
Psychographics
Makes milk buying decision based on price, freshness, good taste, lack of
preservatives, health reasons and nutrition
They are constantly searching for ways to make life easier, but feel guilty when this
means compromising their family’s health and well-being. The target audience wants
the best they can provide for their family, at a reasonable cost.
Fears and thoughts
Not having enough time for themselves
Not enough time in the day
Work/family balance
Worry they are not getting enough exercise and eating well
Drinks Pura Regular Milk
They consume Pura Regular because it’s apart of their routine
Give to their children to give them calcium and nutrients
Feels Pura Regular
Pura is a trusted brand and delivers consistency and quality in all of their products
Competitors
Pauls Milk (direct)
Generic Label Milk (direct substitute)
Low fat, skinny, no fat milks (indirect)
POSITIONING STATEMENT
Pura Regular is a trusted brand that will deliver consistency and quality.
SMP
Pura Milk is there for me throughout the day.
BRAND BENEFITS
Pura Regular Milk is a trusted and consistent milk that will deliver whenever you
choose to drink it.
BRAND PERSONALITY
Motherly, Understanding, Perceptive.
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THE BIG IDEA
To increase brand loyalty and stay top-of-mind with our consumers we need to
reassure them that Pura Regular is still in the market and thinking of its consumers.
Pura will reassure them through the:
Pura ‘Regular’ Moment
The ‘regular moment’ is all about the routine that our family has throughout the day
that involves milk. This includes the morning coffee, the afternoon tea, the after
school milkshake – all the little habits we have all use milk and it is this fact we wish
to draw on. This campaign will create a familiarity between the consumer and Pura
Regular Milk and through the ‘motherly’ tone, remind the consumer of Pura’s
presence and assure them that Pura is still here and still understands their needs.
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THE
MEDIA
BRIEF
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MEDIA RATIONALE
Advertising is weighted heavily through the cooler months due to more people
drinking hot drinks such as coffee and hot chocolate and also heavily during the
busier and warmer months of October through to December due to people preparing
for the holiday an Christmas season (Euromonitor 2010). The months targeted are
also working months, therefore it will be highly likely commuters will see outdoor
advertising. Months featuring television and newspaper/magazine advertising are in
the winter months because it is likely due to the colder weather people will be indoors
and are able to see ads.
No advertising has been allocated in the months of April and September. This is
because these months are right on the edges of the winter and holiday periods
respectively and it is believed that the budget would be better spent having a heavy
advertising presence during direct periods of milk consumption than in slower sales
months.
Although January and February are considered to be holiday months, advertising
presence is low in these months (only online, POP and competition used) because
2009 sales figures showed that milk buying experienced a low point here (Dairy
Australia 2009). Also as many families travel during these periods metropolitan and
suburban targeting would be wasted.
Target Audience:
Australian parents (grocery buyer in particular) aged 30 – 50.
Where?
Metropolitan and suburban Melbourne and Sydney.
When?
During the winter months (June, July and August) and busy spring/summer months
(November, January and February).
Approach?
Through the line approach chosen to target the audience in different medias they
peruse in order to gain maximum reach and frequency.
How will we reach them?
PRINT: Newspapers – Herald Sun and Sydney Morning Herald
Magazines – Better Homes and Gardens, New Idea, That’s
Life! and Super Food Ideas
OUTDOOR: AdShel bus shelters
TELEVISION: 30 second free to air primetime –
Channel 10 during Masterchef
Channel 9 during TODAY show
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POINT-OF-
PURCHASE: Shelf wobblers, trolleys
COMPETITION: Enter online or by mail (using competition entry forms on
shelf)
ONLINE: Banner Ads on taste.com and bhg.com
How often will Target Audience see the campaign?
Flighting media schedule allows Pura to get audience’s attention at peak times
without bombarding them.
Campaign Length:
12 months
Time Period:
April 2011 – March 2012
Reach:
8,750,057 people
Allocated Budget:
$2,500,000
Budget:
$2,420,564.73
MEDIA STRATEGY AND TACTICS
PRINT
Newspapers are still mainly read by the 30 – 50 demographic (Herald Sun 2009),
thereby giving Pura an optimum medium to target their audience. Advertisements for
Pura Regular will be 1/3 and ¼ page ads, featuring in lifestyle sections and
food/cooking sections of the newspapers.
Magazines selected (two monthly, and two weekly) allow for Pura to maintain a solid
presence within the Target Audience’s mind.
Both newspapers and magazines will work alongside each other within the winter
months time frame. This time frame was chosen because the target audience is far
more likely to be inside reading a newspaper or magazine and enjoying a little ‘me-
time’ with a cup of tea or coffee. We want to engage the consumer while they are
actively consuming a milk product and make them think about the milk that was used
in that product.
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A magazine campaign will run during the Spring/Summer months to complement
online presence Pura Regular will have during that time. The magazines will carry
promotional recipes using Pura Regular. These recipes will be holiday/Christmas
based and will get consumers thinking about purchasing more Pura products.
OUT-OF-HOME
AdShel offers excellent location specific positioning of their bus shelters in high
traffic areas. More people travel into the city by catching public transport during
Spring/Summer time for Christmas parties, meeting up with friends and for events
held in the city. Therefore by advertising in this time frame, bus shelters and trams
will prove to be effective.
TELEVISION
We aim to advertise during both primetime and daytime spot to target specific
audiences at different times. The daytime position will target viewers of Channel 9
during the TODAY show and the primetime position will target viewers of Channel
10 during Masterchef. The daytime spot looks to target the stay at home mother or
parent who is perhaps maintaining the house while having the TV on in the
background. The primetime spot looks to target our audience who is perhaps sitting
down after dinner with the whole family.
ONLINE
More and more people are using the Internet everyday and our Target Audience is no
exception. They are interested in lifestyle and cooking and are frequently searching
these sites for new recipes and ideas for the home. We are looking to put banner ads
on both taste.com and bhg.com (Better Homes and Gardens) to encourage the
consumer to click-through to get free recipes using Pura Regular Milk and also to
enter the competition to win $200 a fortnight.
POINT-OF-PURCHASE
Shelf wobblers and trolleys will be used as a subtle reminder to purchase Pura
Regular Milk. They will also serve to promote the competition running in the
Spring/Summer months. The shelf wobblers will be located in dairy section along
with entry forms for consumers who wish to enter via mail.
COMPETITION
The competition promoted through Point of Purchase and Online media encourages
the Target Audience to submit their ‘Pura Regular Moment’. The idea of the ‘Pura
Regular Moment’ is a routine of consumption where Pura Regular is used. The ‘Pura
Regular Moment’ complements the print, television and outdoor campaigns and
encourages the consumer to get involved with the advertising.
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REFERENCES
AdNews 2008, Top 100 Grocery Brands, 11 January 2008, viewed 23 March 2010,
<http://au.nielsen.com/site/index.shtml>
AdShel 2009, Panel Rates, viewed 4 May 2010,
<http://www.adshel.com/content.aspx?ID=37&ParentID=30&MicrositeID=0&Page=
1>
Armstrong G., Durkin M., Hollywood L., Using Behavioural and Motivational
Thinking in Food Segmentation, Emerald Insights, viewed 15 March,
<http://www.emeraldinsight.com.ezproxy.lib.rmit.edu.au/Insight/ViewContentServlet
?contentType=Article&Filename=Published/EmeraldFullTextArticle/Articles/089035
0902.html>
Australian Bureau of Statistics, 2002, Australian Social Trends, Living Arrangements,
Changes Across Australian Generations, viewed 19 March 2010,
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d1c6318624603ca2570ec000a9fe9!OpenDocument>
CHOICE 2009, Milk Products Review and Compare, 10 September 2009, viewed 17
March 2010,< http://www.choice.com.au/Reviews-and-Tests/Food-and-Health/Food-
and-drink/Groceries/Milk-products-compared/Page/Introduction.aspx>
Drake I., 2010, Australian Dairy Prices Projected to Rise, World Dairy Prices Firm,
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rise-world-dairy-prices-firm.html>
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http://pacificmagazines.com.au/Pages/Magazines/Magazine.aspx?mid=978a4091-
bc21-400a-97fc-732b22328062>
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Pacific Magazines 2010, That’s Life!, viewed 14 May 2010,
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6abf-4a9c-8d71-9a75e7548579>
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<http://www.pura.com.au/pura_brands.aspx>
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<http://www.natfoods.com.au/about-
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