Gain: The Biggest GAINer Caravan - Winning the approval of Asian tiger mothers

This case study describes how Gain School Advance, a nutritional milk brand aimed at children from Abbott Laboratories, targeted mothers to increase market share in the Philippines.

Gain: The Biggest GAINer Caravan – Winning the approval of Asian tiger mothers

Sebastian Cruz

Campaign details

Brand owner: Abbott Laboratories PhilippinesAgency: PHD Media NetworkBrand: GainCountry: PhilippinesChannels used: Internet – microsites, widgets, Print – general, unspecifiedMedia budget: Up to 500k

Executive summary

This study showcases how Abbott Laboratories strategically utilized insights on Asian mothers, or more specifically Filipino mothers, to turnaround a brand with a declining market share playing in one of the Philippines' most competitive and highly regulated categories.

In 2011, the book Battle Hymn of a...

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