Solid marketing campaign sustains Alaska foothold

CEBU, Philippines — Alaska, a legacy milk brand, is strengthening its market foothold in the Philippines by supporting the country’s bid to inculcate healthy lifestyle awareness.

Alaska Milk Corporation introduced its latest campaign dubbed “Tamang Tangkad at Bigat” in Cebu yesterday to sustain its leadership in the dairy industry in the country.

In the hypercompetitive world of consumer goods, even those brands with a seemingly comfortable foothold on the market can lose their market share if it becomes too complacent.

However, Alaska managed to sustain its lead and is determined not to be counted among the doomed brands. Effective marketing campaigns had a lot to do with the dominance it still enjoys. 

Part of its effort to defend its market share is to offer its hand to help the government to address the malnutrition problem in the country.

During yesterday’s round table discussion with the media, Alaska emphasized its commitment to help in social development, being one of the country’s legacy milk brand.

“Alaska Milk’s mission and vision is to promote affordable nutrition in the Philippines because through this, the Filipino youth will be able to achieve their full potential and grow up competitive in life. To support our goal, we have launched the new Alaska Fortified Powdered Milk. It has essential nutrients that will help every Filipino child achieve the right height and weight for their age,” said Isabel Ruiz, Alaska Milk Corporation marketing manager.

Alaska Milk Corporation is a pioneer in the promotion of good nutrition and active play in the Philippines.

With annual revenues of over P12 billion, Alaska Milk is one of the two biggest players in the Philippine dairy industry and the largest listed milk company in the country.