In China, Anmum is a drop in the ocean of mum and baby nutrition and formula, let alone baby products, fighting for share of wallet and attention against much larger competitors who can out-spend, out-shout and out-distribute us. Anmum’s media spend in 2016 paled in comparison to much larger competitors such as Wyeth (Source: Mediacom, 2016).
In an attempt to combat the fact that Anmum could not compete on media spend, we had to
differentiate our positioning. In a category that is crowded with products that claimed ‘smarter
children’, Anmum made a strategic shift to reflect a more contemporary view of parenthood, that
celebrated mum for all the amazing things she does for her child. This was a relatively new
positioning that had only recently launched in China, and with limited media spend, it had yet to
make an impact.
Given our position in the markets and the fact that our budgets could not afford mass media, our approach had to be different. So, we started to identify potential seasonal “festivals” to disrupt our competitors. As they went in one direction, we had to go the other.
One topic that had become a national discussion that mums everywhere were celebrating was the emergence of a more ‘hands-on’ dad and the general role of dads in China. So as our brands celebrated moments like Mother’s Day, we targeted Father’s Day as a way to indirectly speak to mum.