Sweetened Condensed Milk Nutrition Information

Last Updated: May 01, 2015 | By Elise Wile

Condensed milk being poured over strawberries. Photo
Credit oto_wing/iStock/Getty Images
Its likely no surprise that sweetened condensed milk is dense in
calories. After all, it is used as an ingredient in some very rich
desserts. However, as far as sweets go, condensed milk has some
redeeming qualities, namely, the nutrition that it derives from the
milk solids it is made from. The key to enjoying condensed milk
as a part of a healthy diet is consuming small, measured portions.
Calories
Sweetened condensed milk is a decadent treat, as it contains 62
calories for a mere tablespoon. Condensed milk is high in calories
for the reason that its name implies -- it is a dense mixture of milk
solids and sugar. People who are dieting should either avoid
condensed milk or consume it very judiciously.
Fat
A 1 tbsp. serving of regular sweetened condensed milk contains
almost 2 g of fat, according to the USDA. The fat in condensed
milk is primarily saturated fat, which can negatively impact
cardiovascular health. It is easy to eat a significant amount of
saturated fat when you consume condensed milk if you do not
carefully watch portions. Condensed milk is a better choice than
cream, however, which contains 5.5 g of fat per tablespoon. You
can buy low-fat and fat-free versions of condensed milk if you are
watching your fat intake.
Protein and Carbohydrates
A tablespoon of sweetened condensed milk contains over 10 g of
carbohydrates, all of which are sugars. A diet high in refined
sugars can lead to weight problems, cardiovascular problems and
diabetes, according to a health policy report in "The New England
Journal of Medicine." This treat also contains protein, although
not very much, with 1 tbsp. containing 1.5 g. Use caution when
eating desserts containing condensed milk, as some can contain
amounts of sugar that you may deem unacceptable for a weight
management or blood sugar control plan.
Nutrients
Not surprisingly, one of the primary nutrients youll find in
condensed milk is calcium -- 54 mg per tablespoon. Condensed
milk also contains 36 mg of potassium, 5 mg of magnesium, 56
IU vitamin A and trace amounts of other vitamins and minerals.
Function
Sweetened condensed milk is used to provide sweetness and a
rich creamy texture to some desserts. If it is combined with acidic
ingredients, such as lemon juice, it will thicken on its own -without being cooked or chilled. Many people also use condensed
milk to sweeten beverages, particularly coffee. Condensed milk
can also be cooked for a lengthy period of time and allowed to
caramelize. The caramel, also known as dulce de leche in many
regions of the United States and Mexico, is used as a topping for
ice cream and incorporated into other desserts.
Identification
Condensed milk is sometimes confused with evaporated milk.
Although the two go through a similar evaporative process that
results in a product containing a high density of milk solids, the
nutritional profiles of the two are quite different. Condensed milk
has added sugar, whereas evaporated milk does not. Due to the
sugar, condensed milk has a thick, viscous appearance and will
cling to a spoon or settle at the bottom of a cup if not stirred
thoroughly.
The health benefits of milk include increased bone strength,
smoother skin, stronger immune system, prevention of illnesses
such as hypertension, dental decay, dehydration, respiratory
problems, obesity, osteoporosis and even some forms of cancer.
The beneficial health nutrients obtained from milk are essential
for the human body and help prevent a number of chronic
ailments.
Milk, quite simply, is a liquid that mammals can create in
mammary glands in order to feed their young. The reason
mammals have this is because this is what their young are
naturally supposed to consume until they are strong enough or old
enough to hunt for themselves or eat what their parents typically
eat. Humans also have this ability, which is why we have begun to
explore the interesting world of milk from other animals, in the
hopes that milk could continue to nourish us throughout our lives,

rather than simply at the beginning of it. Spoiler Alertwe were

right! Milk can be very beneficial to us at all times of our life!
Many animals can provide us with this vital health substance, but
cows milk is considered the best wholesome supplement for
children as well as for adults. It is also the most accessible, while
the milk of other animals like buffalo, goats, sheep, camels,
reindeer and yak is much more difficult to acquire.
Milk from horses and donkeys can also be consumed by humans,
but that is even less common, and much less pleasant to extract.
The health benefits of milk can be achieved from drinking milk
directly or by consuming dairy products such as cheese, butter,
curd, clarified butter or ghee, dairy whitener, ice cream, cottage
cheese or paneer, flavored milk, or milk sweets. Put it this way,
around the world, there are more than 6 billion people who
regularly consume some type of food that is based on milk from
an animal; it is one of the most essential elements of the human
diet, since these animals that create milk are on almost every
continent and country. The US Department of Agriculture
(USDA) has clearly mentioned in its Dietary Guidelines to
include milk and milk products to ensure a healthy, balanced diet.
Nutritional Value of Milk
The nutritional value of milk is so well known that people all
around the world include it as a staple part of their diet. Adding
milk to your daily diet can also help you to achieve a wellbalanced diet. Milk is an ideal source of nutrients such as vitamin
A, B12, D calcium, carbohydrates, phosphorous, selenium,
magnesium, protein, zinc and riboflavin. The Teagasc Dairy
Products Research Center at Moorepark, Fermoy has reported
recent research on using milk to neutralize the cholesterol content
of the body. Most of the caloric content in milk comes from the
natural sugars found in it. These are essential to the overall
functioning and health of the body, and they reduce the chances of
a number of deficiencies, and boost health in a variety of ways!
Lets explore more about the important impact of milk and milkbased products on our health!
Milk Deficiency
Milk deficiency can cause severe anemia, osteoporosis and other
related illnesses. The consumption of milk is essential for
maintaining good health and having the energy and strength to do
normal activities.
It is the best source of calcium for all age groups, and since
calcium is considered the most important mineral in the healthy
growth, functioning, repair, and durability of the bones and
skeletal system, milk will always have a significant role in
peoples diets, as a way of preventing calcium deficiency or
osteoporosis.
Health Benefits of Milk
Milk is an extremely beneficial drink for the health of the human
body. Some of the advantages of drinking this life-giving nectar
are as follows:
Calcium: Milk is the best source of calcium that we can supply to
our body. Calcium protects the body from major chronic ailments
such as cancer, bone loss, arthritic conditions, migraine
headaches, pre-menstrual syndrome, and obesity in children. It
also functions as a healthy aid in losing unwanted fats and
reducing weight. Calcium is an essential mineral in the creation of
bone matter, and bone mineral density measurements rely highly
on calcium as the main support structure of our body. Milk is the
quickest, least expensive, and most readily available source of
calcium on the market.
Heart Health: Although most of the focus of calcium is on bones,
it has also been shown to reduce cardiovascular disease and the
chances of strokes. Two long-term studies in Japan have
positively shown a correlation between daily calcium intake and a
reduction in stroke, atherosclerosis, and cardiovascular disease.
Therefore, grab some milk for a healthier heart! Furthermore, the
magnesium and potassium content in milk both act as
vasodilators, which reduces blood pressure, increases blood flow
to vital organs, and reduces the stress on the heart and
cardiovascular system. The peptides found in milk are also
believed to inhibit the creation of ACEs, (angiotensin-converting
enzymes), which increase blood pressure.
Healthy Bones: As mentioned above, milk is rich in calcium,
which is essential for growth and the proper development of
strong bone structure. Bone disorders such as osteoporosis can be
prevented with a significant daily intake of milk. Children
deprived of cows milk have an increased chance of suffering

from bone fractures when injured, and their healing time will be
significantly higher if they dont have a steady stream of calcium
to aid in the regrowth of bone matter.
Healthy Teeth: Encouraging children and youngsters to drink
milk will give them excellent dental health, as milk protects the
enamel surface against acidic substances. Drinking milk for
energy and health would also lessen the frequency of children
consuming soft drinks, thus reducing the risk of decaying teeth
and weak gums.
Rehydration: Fluids are an integral part of the human body, and
the body needs to be frequently replenished with liquids as they
are used up within the body.
Water is essential for growing children and they must drink at
least six to eight glasses of fluid every day. Milk contains a good
quantity of water molecules and is considered the best fluid for
rehydration, outside of drinking actual water. Water makes up
more than 80% of our body mass, and the balance of fluids in our
body is essential for every single process in our body. That is
why dehydration is such a major and dangerous problem, as it
threatens all of our metabolic functions. So, if you cant find any
water, grab a glass of milk!
Skin Care: Have you heard of Cleopatra, the Queen of the Nile?
She was considered to be one of the most beautiful women of all
time. Well, it shouldnt surprise you that she had a tradition of
taking a milk bath every single day!
She used to mix honey and milk in the bath, which enabled her to
maintain soft and beautiful skin. For thousands of years, milk has
been known to benefit our skin by helping us maintain a fair and
smooth complexion. Therefore, milk and milk products are used
in a number of cosmetic preparations to this day!
Milk is also good for treating dry skin, so if you have dry skin,
apply milk on your face and other affected areas, leave it on for
about 15 minutes and then wash it off.
The milk solids nourish and smooth your skin. The lactic acid
present in milk is known to aid in removing dead skin cells,
thereby rejuvenating your skin and keeping it fresh. Finally,
simply drinking milk, due to its impressive content of vitamin A,
helps to boost the health of the skin from inside the body,
particularly since the antioxidant potential of milk helps to
eliminate free radicals, the dangerous byproducts of cellular
metabolism that are partially responsible for premature aging of
the skin, resulting in wrinkles and age spots.
Improving Diet and Vitamin Intake:According to medical
research, drinking milk considerably improves our intake of vital
minerals and vitamins.
A person who consumes a carton of whole milk doubles his
chances of fulfilling his calcium requirement for the day, whereas
another person consuming a can of carbonated soda may actually
lower his calcium levels by 1/3. Calcium, along with all of the
other essential minerals listed above, are necessary for the daily
diet in order to ensure proper functioning of every aspect of our
body.
Acidity Reduction: Consumption of milk products can also help
in reducing acidity throughout the body. Drinking cold milk
specifically provides relief from acidity.
Wholesome Food: It contains many vitamins and minerals to
keep you fit, healthy and strong. A full glass of milk contains
vitamins A and B for good eyesight and increasing red blood cell
count, carbohydrates for vitality and energy, potassium for proper
nerve function, magnesium for muscular function, phosphorous
for energy release, and proteins for body repair and growth. It also
keeps your body functioning at a youthful level as you get older,
more so than some other vitamins and minerals.
Cancer: Intake of milk may also provide relief to those suffering
from colon cancer. New study suggests that a diet rich in dairy
products may slightly extend lives of people diagnosed
with colon cancer.
A Word of Caution: Some people may have lactose
intolerance and may have trouble digesting milk. Lactose is a
natural sugar found in milk. The symptoms of lactose intolerance
include bloating, stomach pain, gas and diarrhea. For kids it is
advisable to consult your health care provider since this is not so
common among children. For adults, lactose free milk and milk
products are readily available on the market. You can also drink
varieties of soy milk or almond milk to avoid lactose, yet still
receive many of the same benefits as mammal-derived milk.

What is Condensed Milk?

Borden's Eagle Brand Condensed Milk is pure cow's milk
properly combined with unadulterated cane sugar.
The milk which is used in Eagle Brand is fresh, pure, full cream
milk from healthy cows. The cows are examined and the dairies
carefully inspected at regular intervals. The condensaries are
located near the dairies, which makes it possible to receive the
raw milk in a perfectly fresh state.
The laboratory system maintained by the Borden Company
insures milk of an even higher quality than that required under the
government pure food laws. From each can of pure raw milk
delivered to the plants, a sample is taken and immediately tested
by experts to detect the slightest deviation from the required
standards.
The milk, having passed the inspectors at the condensary, is put
into heating-wells where it is subjected to a temperature of about
206 degrees Fahrenheit by passing a jet of live steam through it.
This degree of heat is held for about five minutes in the heating
wells. The milk is then passed on to sugar wells where it is mixed
with pure sugar which is added for the purpose of preserving. This
mixture is then run into vacuum pans where it is held at a
temperature of not more than 140 degrees Fahrenheit for a period
of from 1 to 1 1/2 hours, the temperature being gradually lowered
until the batch is finished. By this process the growth-promoting
properties of the milk are not lost, and the fresh milk and pure
sugar are properly blended. The finished product is run through
the cooling system, and then into the standard size cans as sold in
stores. From the time the milk passes into the vacuum pan until it
is sealed in the can every possible precaution is used to prevent
contamination and oxidation.
To further insure the quality of this health food, sample cans of
Eagle Brand Milk are taken from each batch and incubated for
one week, or longer, at our home office laboratory, to determine
whether there has been any bacterial growth since the first test
made at the plant immediately after condensing. This final test is a
check on all previous tests. Milk-born epidemics have never been
traced in any way to Borden's Eagle Brand Condensed Milk. It is
an absolutely safe milk supply. Clean milk kept clean--is the
Borden Ideal.
How to Care for Eagle Brand After Opening Can
It is safe to leave the milk in the original can. If you empty the can
into some other container you must admit that it would be a great
risk unless you feel sure that the container was as clean as the
original can. The tin does not injure the quality of the milk after
the can has been opened and exposed to the air. It is however,
unsanitary and dangerous to expose any food, because of the dust,
flies, etc., which carry disease germs, and even though you keep
the opened can of Eagle Brand in a cupboard or ice box, we
recommend that you cover the can tightly with an inverted cup or
tumbler. By these means the contents of the opened cans will
remain wholesome for a longer period than ordinarily would be
taken for consumption.
EAGLE BRAND AS A HEALTH FOOD
Eagle Brand is truly a health food. It contains all the substances
necessary for body growth--protein, fat, carbohydrate, ash
constituents and vitamins.
The protein in Eagle Brand is more easily digested than protein in
fluid milk, due to the process which it undergoes in condensation.
It forms a fine flocculent curd in the stomach in comparison to the
large thick curd formed from bottled milk.
There is a liberal proportion of carbohydrate in Eagle Brand
which is also easily digested and assimilated. This substance
supplies heat and energy necessary for the human body. If a
child's diet is low in fat, a larger proportion of carbohydrate is
necessary.* Fat can be replaced by cane sugar without harm to the
organism. Carbohydrates in fact put less strain than fats on the
digestive system during the process of digestion.
There are more ash constituents present in Eagle Brand than in
human milk. They are in a form easily assimilated by the body.
``The vitamins, Fat soluble A and water soluble B retain almost
their original potency after the process of condensation. The
amount of water soluble C vitamin varies with many factors,
depending primarily upon the amount in the original milk and
secondarily upon the process of heating and evaporation, with
special reference to oxidation.''**

For the reasons stated above many digestive systems which are
weak can digest and assimilate Eagle Brand milk without any
disturbance whatsoever.
Amer. Jour. Dis. Children, June, 1920. Von Picquet, ``Fat
Replaced by Cane Sugar.''
** Extract from an article on Vitamins in Milk by Dr. M. J.
Rosenau, Boston Medical Journal, May, 1921.
CONDENSED MILK FOR SCHOOL USE
The importance of the teachers' position in overcoming
malnutrition has already been described and the definite
suggestion made that they start health and nutrition work among
their classes. An essential feature of such a program is the regular
addition of Borden's Eagle Brand Condensed Milk to the
children's daily diet.
The first question is:--``Why should condensed milk be used for
the malnourished child?''
With the proper dilution and administration, Eagle Brand will
meet every essential need as a milk food.
It can be definitely depended upon as being absolutely free from
harmful bacteria. (One can never be too careful regarding the
cleanliness of milk. Know the source of your milk supply.)
It is decidedly economical.
It keeps perfectly and is most convenient in actual use.
MANILA, Philippines - The National Price Coordinating Council
(NPCC) has approved new price caps for milk products amid the
increase in the price of raw materials in the world market.
Trade Secretary Gregory Domingo told reporters following the
meeting of the NPCC yesterday the government approved higher
suggested retail prices (SRP) for evaporated, condensed and full
cream milk.
He said higher demand from China triggered price hikes in the
world market.
For the 410-milliliter can of Angel evaporated milk, the new SRP
is at P38.15 from its current price of P36.80, while the 370-ml can
of Alaska evaporated milk will have a new recommended price of
P38.20 from P37.
The new SRP for a 300-ml can of Alaska condensed milk is P53
from P51.30.
For the 150-gram Birch Tree Full Cream powdered milk, the new
prescribed price is P58.10 from the previous P53.80.
sbhgfjnghkmhjkljilo
The Tactical & Strategic Report on Alaska Milk has the
following coverage:Report Contents:- The report has three main constituent parts,
the Corporate data, the Market Research data, and the Business
Planning tools. In addition there is a host of reference information
provided.
Corporate Coverage:- The report covers the main Subsidiaries,
Divisions & Geographic Market areas of Alaska Milk.
Product Coverage:- The report covers the major Product Groups
and Product Areas of Alaska Milk.
Market Coverage:- The report covers up to thirty Market Areas,
Product and Market Sectors for Alaska Milk.
Geographic:- The report covers Company home markets plus
fourteen other important national markets within the trade cell.
Also covered are the Regions or States within each country.
Time Series:- The Report covers both Historic and Forecast data.
The Historic data covers the previous 3-6 years and the Forecast
data is presented in two time series, being: a Medium-Term
forecast for the next 7 years and a Long-Range projection for each
year to 2028 or 2034.
The Current Analysis
The Tactical Analysis
The
Strategic Analysis
The Survey Analysis
Volume 1
The CURRENT ANALYSIS is designed to provide the normal
type of financial data plus additional financial & operating data.
The Products & Markets most critical to the Target Company in
the Medium and Long Term.
BASIC COMPANY DATA
FINANCIAL DATA: 90 pages of Financial + Accounts Data.

OPERATIONAL DATA: Operating Finances, Margins + Costs.

THE MARKET: The Total Market by Country, by State or
Region, by Year 1997-2018.
MARKET CONSUMPTION: 90-100 pages of Market
Consumption & Market Trend figures are given by EACH
COUNTRY, STATE, REGION by EACH INDUSTRY,
PRODUCT Group and/or MARKET Sector by YEAR to 2018.
PRODUCT PROFILES: Product Profiles for Each product by
country by year to 2018.
Market coverage is designed to encompass not only the existing
markets for the Target Company products, but also areas of
market expansion, product segmentation, parallel markets, et al.
By the same token the data excludes those market areas or sectors
which are unavailable to the Target Company for whatever
technical or commercial reasons.
PRODUCT MARKETING: Sales & Selling; Distribution +
Handling; Advertising; After-Sales; Marketing
MARKETING: Sales & Selling Costs; Distribution + Handling
Costs; Advertising Costs; After-Sales Costs; Total Marketing
Costs.
CUSTOMERS + SUPPLIERS + INDUSTRY by Regions, Cities
& Towns.
PRODUCT INDUSTRIES: New Technology, Production, Process
Investments; P&E in Use; P&E Investments.
PRODUCT INDUSTRY FINANCES: Profits/ Total Assets; Profit/
Sales; Sales/ Total Assets; Profit/ Capital Employed; Sales/
Employee; Capital Employed/ Employee; Profit/ Employee;
Remuneration/ Employee; Sales/ Payroll; Sales/ Stock; Current
Ratio; Credit periods.
INDUSTRY: Technology + Process Investments; P & E in Use +
Investments.
Volume 2
The TACTICAL ANALYSIS undertakes an appraisal of the Target
Company which is used to evaluate and forecast short term
tactical issues & factors; plus highly detailed forecasts on the
Company's sales, financial, operational & marketing performance
during the next 7-14 years.
A DETAILED FORECAST: Turnover, Profitability, Productivity,
Market Shares, Awareness + Perceptions, Rating, Sales,
Advertising, Products, Competence, Quality, Pricing,
Competitors, Performance, Superiority, Service, Customer Base,
Costs, Margin, Distribution.
FINANCIAL FORECAST: 90 pages of Financial + Accounts
Data.
OPERATIONAL FORECAST: Operating Finances, Margins +
Costs.
THE INDUSTRY Figures given by EACH COUNTRY, STATE,
REGION by YEAR. Structure: Concentration: Immediate
Customer Base Profile: Employment: Cost Structure: Inventory
Structure: Capital Expenditure Structure: Industry Finances.
MARKETING FORECASTS: Marketing + Competitive Forecast
& Analysis.
SHORT TERM STRATEGY + TACTICS: Product Markets,
Product Conclusions, Product & Market Price, Segmentation,
Quality, Availability, Performance Variances, Technological &
Technical Factors, Service, Product Fragmentation, Distribution,
Customer Factors, Psychographics, Market Stretching,
Merchandising, Pricing, Selling, Marketing Back-up, Marketplaces, Customer Base, Distribution, Market Routes, Distribution
Logistics, Control Systems, Distribution, Handling Costs,

Advertising + Sales Promotion, End User Targets, End User

Factors, End User Sectors, Joint Ventures, Short Term Investment.
COMPETITIVE ANALYSIS: The comparison of the Strengths
and Weaknesses of the Target Company and its major competitors
in the Trade Cell. The forecasted performance of the Target
Company is a function of the Company's strengths and
weaknesses in relation to that of its Competitors.
TACTICAL ANALYSIS: The tactical analysis is designed to
review, analyze and isolate certain critical tactical questions which
indicate the short term prospects for the Target Company.
SHORT TERM TACTICAL ISSUES: An analysis of the
Company's short term tactical issues and relative performance in
the Market-Place.
Volume 3
The STRATEGIC ANALYSIS is intended to give an extremely
far reaching strategic analysis of the Target Company and thereby
explore the medium and long term problems and opportunities for
the Target Company. This provides a vital input to Corporate
Planning and Development.
MEDIUM + LONG TERM STRATEGIC CONSIDERATIONS:
Long Term Market & Product Forecast, Consumption Forecast,
Long Range Forecast for Products, Product Growth, Factors for
Profitability.
MARKET ENVIRONMENT: Growth, Structure, Service,
Customers.
THE PRODUCT: Life Cycles, Market Share, Product Quality,
Product range, Profitability, Pricing, Service Quality, New
Products.
COMPETITION: Market Share, Profitability, Competition,
Market.
THE INDUSTRY: Industry Growth, Costs, Capacity, Productivity,
Labor, Unionization, Capital Structure, Investment, Margins,
Integration, Marketing costs, Process, Distribution, Market
Penetration.
MEDIUM + LONG TERM STRATEGIES: Build, Hold or
Harvest
MEDIUM + LONG TERM CHECKLIST: Profitability,
Productivity, Market Shares, Customers, Sales Promotion,
Product Availability, Competence, Products, Quality, Pricing,
Competitors, Performance, Service, Customer Base, Costs &
Margins, Distribution Channels, Forecast of Financial + Operating
Data.
MEDIUM + LONG TERM CHECKLIST is a working plan or
document for the critical factors which influence the Target
Company in strategic terms. The data is given as a matrix by
Subsidiary, Division, Unit or Market sector.
CRITICAL LONG RANGE FORECASTS - Long Term Market
& Product Forecast - Overall Market Forecast for the Industry Long Range Country / Trade Cell Forecasts - Long Term Product
Growth
THE LONG-TERM MARKETS The Market section consists of a
LONG-TERM MARKET CONSUMPTION forecast giving data
for each year from 2018-2028. Market Consumption & Market
Trend figures are given:- by each Country/ State / Region by each
Product Group and/or MARKET by YEAR 2018-2028
LONG-TERM PRODUCT PROFILES Figures are given by each
Country / State or Region by each Product and by Year (20022028). Market data for each Product or Market Sector in a matrix
for all the countries or states in the Long-Term.
LONG-RANGE PRODUCT SUMMARY Figures are given by
EACH Country / State or Region by each Product. The
PRODUCT SUMMARY will give a forecast for each Product or
Market Sector in the Long-Term. Volume 4

The IMAGE + SURVEY ANALYSIS gives a tabular & graphic

analysis of the prevalent image of the Target Company in terms of
customers, distribution channels & competitors. Overall National
Surveys are provided as a point of comparison.
IMAGE + CUSTOMER SURVEYS: The Company can greatly
benefit from knowing what their customers think and how the
company might improve products or services.
PERFORMANCE: Credibility, Customer Confidence, Reputation,
Staff Efficiency & Performance, Integrity, Truth + Honesty,
Written + Verbal Communications, Customer service - Handling Complaints - Problems, Comprehension + Awareness of Product,
Customer Response + Information, Promotion, Advertising,
Documentation, Contracts. Current & Forecast Data.
STATUS, STANDING, COMPETITIVENESS: Operations,
Manpower, Costs, Margins, Products, Managers, Corporate,
Distribution, Customers, Marketing, Competition, Reputation,
Promotion, Competence. Current & Forecast Data.
THE SURVEYS Over 600 vital questions answered in these
surveys. Analysis isolates the person behind the purchase
decisions (at various levels) and analyses the situation before,
during and after the purchase.
END USERS + CONSUMERS: Figures by EACH Country,
Company, Division by each CONSUMER Question.
BUYERS: Figures for Buyers by EACH Country, Company,
Division by each BUYER Question.
CONSUMER or BUYER LEVEL: The Buyer Profile is a matrix
by YEAR & by AGE Group (7 ranges) by Social Class (6 ranges)
by Geographic Location. Current & Forecast Data.
DISTRIBUTION CHANNELS: for EACH Country, Company,
Division by each DISTRIBUTION Question.
INDUSTRY PERFORMANCE: Analyses of a large number of
questions on the specific Performance of the Companies within
the Industry.
NATIONAL SURVEYS: National Surveys are given to enable
one to compare and evaluate the Company's survey results with
the National averages and norms. National Surveys can also be
regarded as being the Competitive averages for each National
market - thus one can see the relative performance of the Target
Company in the market-place. In competitive markets, Image and
Customer Surveys on the competitors isolate and identify problem
areas for the competitors and thereby identify opportunities for the
Target Company. National Surveys cover all the topics mentioned
above for the Target Company Image Surveys.
COMPANY SURVEYS The information in this section is based
on the results of surveys and similar research amongst the
Customers, Branch Networks & Distribution Channels, Buyers
and Suppliers of the Target Company. The data is given relative to
the Subsidiary, Division, Unit or Market sectors.
The CURRENT ANALYSIS of Alaska Milk is designed to
provide the normal type of financial data plus additional financial
& operating data which is not normally available from published
accounts.
The report provides coverage of all the Major Products & Markets
(supplied and serviced by Alaska Milk) which are perceived to be
the most important areas for the Company in the Medium and
Long Term.
BASIC DATA ON ALASKA MILK
One main benefit is derived from the data given in respect of
information gained from the Customers, Distribution Network and
Suppliers of Alaska Milk. This research provides much insight
into the Company and is invaluable if the reader is seeking to
forecast the future of the Company, rather than just analyse the
past.
VOLUME 1.2
ALASKA MILK BASIC DATA
KEY PERSONNEL: Chief Executive, Sales Director, Marketing
Director, Export Director, Marketing Manager, Export Manager,

Technical Director, Technical Manager, Chairman & other

Directors.
Mainline product / service. Product / services provided. Bankers.
Year established. Current employees. Issued capital. Shareholders.
Last published turnover. Subsidiaries. Associated companies.
Companies represented. Agencies.
Physical processing locations. Capital investment. Advertising
expenditure. Advertising media. Advertising posture. Sales
promotion activity. Method of selling. Distribution. Distribution
network. Use of distribution channels.
VOLUME 1.3
Data (previous 3 to 5 years) for Alaska Milk.
ALASKA MILK HISTORIC FINANCIAL +
OPERATIONAL DATA
VOLUME 1.4
There are four basic issues to investigate when considering the
market environment for Alaska Milk.
Further Market data is of course available as part of the AfterSales and Hot-Line Service.
THE MARKET ENVIRONMENT FOR ALASKA MILK
Market Growth (both short-term & medium term) by each Product
& Market Area is fully analysed in Volumes 2 & 3. The historic
market data is presented in Volume 1.
The Market Structure for Company products is very critical for
profitability. The nature of the market, the location of the MarketPlace, the customer base and the supplier structure is fully
covered in Volumes 1, 2 and 3.
Market/s Serviced is the term used to denote the function between
the product/s and services offered by Alaska Milk and the
particular market sector the marketing effort reaches.
BASIS OF MARKET COVERAGE The report provides coverage
of all the Major Products and Markets supplied and serviced by
Alaska Milk. The reported Alaska Milk markets are those which
are perceived to be the most important area for the Company in
the Medium and Long Term.
In that this report is conceived as a Tactical and Strategic
document it is felt important to concentrate only on those markets
which represent the corner-stone of Company customer bases and
not become involved in any peripheral activities of Alaska Milk.
VOLUME 1.4.1
FOOD - BEVERAGES - TOBACCO MARKET SUMMARY
VOLUME 1.4.2
FOOD - BEVERAGES - TOBACCO PRODUCT MARKET
DATA
VOLUME 1.4.3
FOOD - BEVERAGES - TOBACCO MARKET SECTORS
VOLUME 1.4.4
PRODUCT PROFILES
VOLUME 1.5.1
FOOD - BEVERAGES - TOBACCO CUSTOMERS
Figures for Products are given:by EACH COUNTRY / STATE / REGION & CITY.
The data is given on a map of each country or state.
THE CUSTOMER BASE:
This section provides a guide to the distribution of the End Users
in each market. The data given is primarily intended for use when
planning sales and distribution coverage and for other
promotional activities; to allow the formulation of salesforce and
distribution tactics whereby salesmen, distributors, service and
distribution depots, after-sales services, et cetera can be most

effectively sited to ensure optimum coverage of the customer

base.
VOLUME 1.5.2
FOOD - BEVERAGES - TOBACCO DISTRIBUTION
Figures for Products are given:by EACH COUNTRY / STATE / REGION & CITY.
The data is given on a map of each country or state.
FOOD - BEVERAGES - TOBACCO PRODUCT
DISTRIBUTION:
The Surveys of Suppliers and Distribution Channels reveal the
geographic distribution channels for products. In markets where
the Distribution Channels are radically at variance with the
Distribution of the Customer Base, there are obviously logistic
problems in the supply and servicing of the customers; and this
may represent an opportunity for companies entering that
particular national market to provide a superior service and
thereby gain market share. It is thus possible to analyse the
distribution of the Customer Base (being the Market) and the
distribution of the existing suppliers in order to evaluate whether
or not customers are receiving adequate service or product
distribution.
KEY SERVICE CITIES:
Within each of the countries covered there are certain Key Service
Cities which are vital to the distribution and servicing of the
Product Market or Industry. The maps give these KEY SERVICE
CITIES which are ranked according to their relative importance in
the base country concerned. Any company in the market or
wishing to enter the various national markets should consider the
establishment of sales and distribution in relation to these KEY
SERVICE CITIES as they reflect the potential regional market
logistics for Products.
VOLUME 1.5.3
FOOD - BEVERAGES - TOBACCO INDUSTRY
EMPLOYMENT
Figures for Products are given:by EACH COUNTRY / STATE / REGION & CITY.
The data is given on a map of each country or state.
PRODUCT INDUSTRY & EMPLOYMENT:
The maps in this section give the percentages of total employees
involved in the Product Industry in each of the regions or districts
of the countries covered. The data given covers manufacturing,
production, marketing & distribution channel employees.
VOLUME 1.6.1
FOOD - BEVERAGES - TOBACCO INDUSTRY
FINANCIAL PERFORMANCE
VOLUME 1.6.2
FOOD - BEVERAGES - TOBACCO INDUSTRY
PROCESSES
COMPANY CORPORATE END USERS SURVEY:
Current purchasing criteria ~ Reaction to POS & merchandising ~
Satisfaction with product quality ~ Satisfaction with product
design ~ Satisfaction with product availability ~ Satisfaction with
existing products & services ~ Satisfaction with existing retail
levels~ Satisfaction with retail product levels ~ Satisfaction with
existing methods of supply ~ Satisfaction with product packaging
~ Satisfaction with product packaging design ~ Reaction to
advertising & sales promotion ~ Product awareness ~ The quality
-v- price question ~ The availability -v- price question ~ Price
sensitivity ~ Future trends in purchasing criteria.
CORPORATE SERVICE NETWORKS + DISTRIBUTION
SURVEYS:
End User: current purchasing criteria ~ End User: product
reject/return rate after purchase ~ End User: satisfaction with
existing products ~ End User: satisfaction with existing methods
of supply & distribution ~ End User: satisfaction with company's
product levels ~ End User: satisfaction with availability of
product ~ End User: satisfaction with quality & specifications ~

End User: satisfaction with deliveries / frequency & up-take ~

End User: satisfaction with ordering procedures ~ End User:
satisfaction with terms of trading ~ End User: satisfaction with
after-sales services received from company ~ End User:
satisfaction with availability of advertising support & POS /
promotional materials ~ End User: satisfaction with technical &
other assistance received ~ End User: satisfaction with technical
documentation / instructions ~ Commercial: current purchasing
criteria ~ Commercial: purchasing criteria - future trends ~
Commercial: the availability -v- price question ~ Commercial: the
quality -v- price question ~ Commercial: satisfaction with quality
of product received ~ Commercial: satisfaction with availability
of product ~ Commercial: satisfaction with company product
levels ~ Commercial: satisfaction with company ability to fulfill
orders on time ~ Commercial: satisfaction with company delivery
frequency & up-take ~ Commercial: satisfaction with company
ordering procedures & formalities ~ Commercial: satisfaction
with company terms of trading ~ Commercial: satisfaction with
company credit & other financial details ~ Commercial:
satisfaction with existing products & product ranges ~
Commercial: satisfaction with existing methods of supply &
distribution ~ Commercial: satisfaction with quality &
specifications of products ~ Commercial: satisfaction with aftersales services received from company ~ Commercial: satisfaction
with availability of advertising support & POS / promotional
materials ~ Commercial: satisfaction with technical & other
assistance received ~ Commercial: satisfaction with
documentation / instructions ~ End User: product reject / spoilage
rate whilst held ~ End User: product reject / returns rate ~ End
User: reactions to advertising & sales promotion ~ End User: the
quality -v- price question ~ End User: the availability -v- price
question ~ End User: purchasing criteria - future trends.
CORPORATE COMMERCIAL USERS SURVEYS:
End User: person/s initiating decision to re-order ~ End User:
person/s negotiating terms with the company ~ End User: person/s
approving / authorizing order/s ~ End User: person/s monitoring
results of purchases & sales ~ Commercial: person/s initiating
decision to re-order ~ Commercial: person/s initiating decision to
increase amounts purchased / total inventory ~ Commercial:
person/s initiating decision to introduce new products or brands ~
Commercial: person/s deciding what products / brands are to be
sold ~ Commercial: person/s preparing orders / specifications for
purchases ~ Commercial: person/s evaluating products & brands
available ~ Commercial: person/s seeking quotations ~
Commercial: person/s negotiating terms with the company ~
Commercial: person/s approving / authorizing order/s ~
Commercial: person/s monitoring results of purchases & sales ~
End User: person/s seeking quotations ~ End User: person/s
evaluating products & brands available ~ End User: person/s
preparing orders / specifications for purchases ~ End User:
person/s deciding what products / brands are to be sold ~ End
User: person/s initiating decision to introduce new products or
brands ~ End User: person/s initiating decision to increase
amounts purchased / total inventory.
CORPORATE PERFORMANCE SURVEYS:
Relative Credibility: Company Level ~ Relative Credibility:
Outlet Level ~ Relative Credibility: Company Managers ~
Relative Credibility: Company Staff ~ Relative Credibility:
Specialist Company Staff ~ Relative Credibility: Company
Contracts & Documentation ~ Relative Credibility: Company
Advertising ~ Relative Customer Confidence at Company Level ~
Relative Customer Confidence at Outlet Level ~ Relative
Customer Confidence in Company Managers ~ Relative Customer
Confidence in Company Staff ~ Relative Customer Confidence in
Specialist Company Staff ~ Relative Customer Confidence in
Company Contracts & Documentation ~ Relative Customer
Confidence in Company Advertising ~ Relative Reputation at
Company Level ~ Relative Reputation at Outlet Level ~ Relative
Reputation of Company Managers ~ Relative Reputation of
Company Staff ~ Relative Reputation of Specialist Company Staff
~ Relative Staff Efficiency: Company Level ~ Relative Staff
Efficiency: Outlet Level ~ Relative Staff Efficiency: Company
Managers ~ Relative Staff Efficiency: Company Staff ~ Relative
Staff Efficiency: Specialist Company Staff ~ Relative Staff
Efficiency: Contracts & Documentation ~ Relative Staff
Efficiency: Problem Solving ~ Relative Staff Performance:
Company Level ~ Relative Staff Performance: Outlet Level ~

Relative Staff Performance: Company Managers ~ Relative Staff

Performance: Company Staff ~ Relative Staff Performance:
Specialist Company Staff ~ Relative Staff Performance: Contracts
& Documentation ~ Relative Staff Performance: Overall
Customer Handling ~ Relative Staff Integrity: Company Level ~
Relative Staff Integrity: Outlet Level ~ Relative Staff Integrity:
Company Managers ~ Relative Staff Integrity: Company Staff ~
Relative Staff Integrity: Specialist Company Staff ~ Relative Staff
Integrity: Contracts & Documentation ~ Relative Staff Integrity:
Advertising & Promotions ~ Relative Truth & Honesty: Company
Level ~ Relative Truth & Honesty: Outlet Level ~ Relative Truth
& Honesty: Company Managers ~ Relative Truth & Honesty:
Company Staff ~ Relative Truth & Honesty: Specialist Company
Staff ~ Relative Truth & Honesty: Contracts & Documentation ~
Relative Truth & Honesty: Advertising & Promotions ~ Relative
Written Communications: Company Level ~ Relative Written
Communications: Outlet Level ~ Relative Written
Communications: Company Managers ~ Relative Written
Communications: Company Staff ~ Relative Written
Communications: Specialist Company Staff ~ Relative Written
Communications: Contractual ~ Relative Written
Communications: Correspondence ~ Relative Verbal Contact:
Company Level ~ Relative Verbal Contact: Outlet Level ~
Relative Verbal Contact: Company Managers ~ Relative Verbal
Contact: Company Staff ~ Relative Verbal Contact: Specialist
Company Staff ~ Relative Customer Handling: Company Level ~
Relative Customer Handling: Outlet Level ~ Relative Customer
Handling: Company Managers ~ Relative Customer Handling:
Company Staff ~ Relative Customer Handling: Specialist
Company Staff ~ Relative Customer Complaint Handling:
Company Level ~ Relative Customer Complaint Handling: Outlet
Level ~ Relative Customer Complaint Handling: Company
Managers ~ Relative Customer Complaint Handling: Company
Staff ~ Customer Complaint Handling: Specialist Company Staff
~ Relative Customer Problem Solving: Company Level ~
Customer Problem Solving: Outlet Level ~ Customer Problem
Solving: Company Managers ~ Customer Problem Solving:
Company Staff ~ Customer Problem Solving: Specialist Company
Staff ~ Relative Customer Comprehension of Product: Company
Level ~ Customer Comprehension of Product: Outlet Level ~
Relative Staff Comprehension of Product: Company Managers ~
Staff Comprehension of Product: Company Staff ~ Staff
Comprehension of Product: Specialist Company Staff ~ Relative
Customer Awareness of Product: Company Level ~ Customer
Awareness of Product: Outlet Level ~ Relative Staff Awareness of
Product: Company Managers ~ Staff Awareness of Product:
Company Staff ~ Staff Awareness of Product: Specialist Company
Staff ~ Relative Customer Confidence in Product: Company Level
~ Customer Confidence in Product: Outlet Level ~ Relative Staff
Confidence in Product: Company Managers ~ Staff Confidence in
Product: Company Staff ~ Staff Confidence in Product: Specialist
Company Staff ~ Relative Customer Service: Company Level ~
Customer Service: Outlet Level ~ Customer Service: Company
Managers ~ Customer Service: Company Staff ~ Customer
Service: Specialist Company Staff ~ Customer Service: Contracts
& Documentation ~ Relative Initial Customer Response:
Company Level ~ Initial Customer Response: Outlet Level ~
Initial Customer Response: Company Managers ~ Initial
Customer Response: Company Staff ~ Initial Customer Response:
Specialist Company Staff ~ Relative Information for Customers:
Company Level ~ Information for Customers: Outlet Level ~
Information for Customers: Company Managers ~ Information for
Customers: Company Staff ~ Information for Customers:
Specialist Company Staff ~ Relative Promotional Activity:
Company Level ~ Promotional Activity: Outlet Level ~ Relative
Advertising Posture: Company Level ~ Advertising Posture:
Outlet Level ~ Relative Contract Documentation: Company Level
~ Relative Contract Documentation: Outlet.
MANILA, Philippines - Alaska, a legacy milk brand many
Filipinos grew up with, will likely be under the control of a
foreign firm by May 2012.
Dutch dairy giant Royal FrieslandCampina plans to increase its
stake to 68.9% and become the single biggest shareholder in local
milk manufacturer Alaska Milk Corp. by buying the controlling
shares of the local dairy's founding family, the Uytengsus.

The deal is valued at around P12.9 billion, making it one of the

largest merger and acquisition (M&A) transaction involving a
Filipino company.
This will allow the Netherlands-based company to increase its
presence in Asia, following a history of growing through mergers
and takeovers. The predecessor entity to FrieslandCampina has
been a long-time foreign partner of the Uytengsus.
Buying the Uytengsus' 535.7 million shares will increase the
Dutch dairy's share in Alaska Milk Corp. from its current 8.1%,
according to a statement released to the Philippine Stock
Exchange (PSE) on Friday, March 9.
FrieslandCampina will pay P24 per share, a 50% premium against
the closing price of P16 on March 8. The transaction is expected
to close around May 2012, subject to customary closing
conditions.
In compliance with regulatory requirements, FrieslandCampina
will offer to smaller investors that own the remaining publicly
traded shares the same P24-per-share deal price it agreed with the
Uytengsus. (Buyers of a 35% stake or more in a listed are
mandated to make a tender offer to minority shareholders.)
Wilfred Steven Uytengsu Jr., 49, would be retained as Alaska's
president and chief executive officer, as well as retain his seat in
the company board, according to the disclosure.
Uytengsu is the son of the company founder who died in April
2010 at 82. Uytengsu became CEO in 2007 when his father
stepped down. Forbes magazine ranked him as the 33rd richest
person in the Philippines in 2011. Forbes estimated that his
wealth--shared with 2 siblings--reached around $150 million.
DETERMINED TO COMPETE IN 2010. As recent as 2010, CEO
Wilfred Steven Uytengsu Jr. was determined to compete but
admitted rising product prices were posing a challenge. Photo
courtesy of Alaska Milk Corporation's 2010 Annual Report.
A Filipino staple faces a challenge
Alaska has over 1,000 employees and a manufacturing facility in
San Pedro, Laguna.
For almost 4 decades, Alaska endeared itself to Filipino
consumers and spread its tagline, "Sa sustansya at lasa, wala pa
ring tatalo sa Alaska (in nutrition and taste, nothing beats
Alaska)."
Even megastar Sharon Cuneta represented the brand nearly a
decade ago.
The well-known milk company saw earning fall 39% last year,
from P1.816 billion in 2010 to P1.104 billion in 2011.
But net sales grew 13% between 2010 and 2011, showing that the
brand remained popular with customers.
The increase in sales volume and market share narrowed the
revenue shortfall, but the company said in its disclosure to the
stock exchange that higher raw material costs posed a challenge.
Prices of materials had plagued the company. Uytengsu wrote in
the company's 2010 annual report, "Prices of skimmed milk
powder, a key ingredient in most of our products, have risen
sharply... Furthermore, local costs of sugar and coconut oil have
likewise increased drastically, adding pressure to profit margins. It
is unlikely that this trend in commodity prices will reverse in the
short-term."
Pehaps these pressures contributed to the Uytengsus decision to
sell their stake to the foreign dairy titan.
A meeting of giants
With annual revenues of over P12 billion, Alaska Milk is one of
the 2 biggest players in the Philippine dairy industry and the
largest listed milk company in the country.
On the other hand, its upcoming major shareholder,
FrieslandCampina, is the leading dairy company in the
Netherlands. This Philippine acquisition will add roughly 100
million consumers to the Dutch firm's existing consumer base.
The Dutch dairy is active in Thailand, Indonesia, Malaysia, China,
Vietnam, India and Singapore so this recent Philippine deal could
serve as a further launchpad for growth in Asia.
"Adding Alaska Milk gives us a strong, high-growth platform in
the Philippines...It also confirms our international aspirations and
determination in entering markets similar to various other Asian
countries where FrieslandCampina's capabilities can create
value," said Royal FrieslandCampina CEO Cees 't Hart in a
statement to the local stock exchange. - Rappler.com

MANILA, Philippines - Two more listed firms announced their

delisting as the requirement of the exchange on minimum traded
shares effective January 2013 nears.
Transportation firm 2Go Group announced the delisting of its
preferred shares effecive December 7, while canned milk
producer Alaska Milk Corp. ended the trading of its shares at the
Philippine Stock Exchange (PSE) effective Monday, October 29.
Alaska's shares will be delisted from the official registry of the
exchange effective November 5.
"In its regular meeting held on October 24, the Board of Directors
of the Exchange granted the Petition for Voluntary Delisting filed
by Alaska Milk Corp," PSE president Hans Sicat said in an
October 29 statement.
Alaska's 976,069,878 shares, which were traded under the symbol
AMC since it listed January 17, 1995, accounted for only 2.28%
of total shares, far below the 10% minimum the stock exchange
has set as part of its reform programs.
In March, Dutch dairy giant Royal FrieslandCampina and the
local dairy's founding family, the Uytengsus, announced the they
have entered into a deal making the foreign firm the single biggest
shareholder in Alaska.
AMC was last traded at P17.20 apiece, giving it a market
capitalization of P15.23 billion.
Also on October 29, Aboitiz-led 2Go Group Inc. announced that it
sought voluntary delisting of its preferred shares by December 7.
The integrated transport solutions provider was formerly the
popular William, Gothong & Aboitiz, Inc. (WG&A) passenger
and cargo shipping line, which was the main cash cow of the
Aboitiz family for decades.
Following a series of accidents killing scores of passengers,
internal conflict that led to corporate restructuring and renaming
to Aboitiz Transport System Corp (ATSC), skyrocketing fuel
prices, and the rise of alternative and more convenient travel via
budget airlines, the Aboitizes sold their shareholdings in ATSC to
engross Navigation (NENACO) in a deal that was completed in
2010.
Now called 2Go, its 2,484,652,900 listed common shares, trading
under symbol 2GO since it listed on May 15, 1995, accounted for
only 1.85% of total shares.
The common shares last traded at P2.15 apiece, reflecting a
market price of P5.259 billion.
Its 4,560,417 preferred shares are trading under the symbol 2GOP
since it listed in January 7, 2003. These were last traded at P2.12.
2Go said in the statement to the exchange that it will buy back the
remaining redeemable preferred shares at P6 apiece on December
7 based on shareholdings of eligible owners as on November 20.
Trading is suspended from November 15 to December 5.
The PSE is requiring all listed firms to abide by its rules that, to
have access to the capital market, the firms must have at least
10% of its total shares held by the public.
All listed firms not complying with the rules by January 2013 face
sanctions.- Rappler.com
|
Alaska Milk Corporation
return to overview
Alaska Milk Corporation (AMC) is one of the largest dairy
companies in the Philippines and listed on the Philippine Stock
Exchange. With annual revenues of over EUR 200 million, AMC
is the leading player in the Philippine milk industry. For over
thirty years it has displayed strong growth, consistent brand
leadership in the canned liquid milk category and a strong and
growing position in powdered milk. It has also recently expanded
into higher value-added milk products, particularly in the Readyto-Drink milk category.
Consumer Products International
AMC is part of FrieslandCampinas Consumer Products
International business group, which also produces and sells dairy
products in the Middle East and Africa (particularly in Nigeria
and surrounding countries).
Key attributes of Alaska Milk Corporation:
AMCs brands rank first and second among food and beverage
companies operating in the Philippines, with approximately EUR
200 million in revenues.
In the Philippines, FrieslandCampina will employ approximately
1,000 people and has one manufacturing facility (San Pedro,

Laguna), making the organisation the leading milk company in

the country.
AMC delivered autonomous growth of 9%, between 1999-2010.
AMC posted average double digit EBIT margins since 2001.
AMC will offer FrieslandCampina the opportunity to valorise
member milk in certain product categories.
Key attributes of the Philippine market:
About 100 million consumers.
The country has about 54 ethnic groups with nearly 100
languages.
Population is 82% Roman Catholic, 9% Protestant, 5% Muslim
and 3% Buddhist.
Young population: average age is about 23 years.
Population growth is high at over 2%.
Domestic dairy production is low at circa 1% of domestic
consumption.
About Alaska Milk Corp.
Alaska Milk Corporation engages in the manufacture, distribution,
and sale of liquid, powdered, and ultra-heat treated milk products
in the Philippines. The companys products include
evaporated filled milk and sweetened condensed filled milk,
evaporated and condensed creamer, powdered milk, ready-todrink milk, and all-purpose cream. It offers its products under the
brand names of Alaska, Alpine, Liberty, and Krem-Top. Alaska
Milk Corporation sells its products primarily to supermarkets,
wholesalers, convenience stores, and regional distributors. The
company was founded in 1972 and is based in Makati City, the
Philippines.
EXECUTIVE SUMMARY
TRENDS
Drinking milk products recorded a 5% increase in value sales in
2014. However, being a mature category, the prospects of
registering significantly faster growth diminishes. Nevertheless,
the category continues to record improvements as consumers are
increasingly becoming proactive in maintaining their health.
Furthermore, ready-to-drink variants offer convenience that sits
well with consumers busy lifestyles. With cows milk becoming a
commodity, companies are able to create more value to drive
continued purchases mainly through new flavours and
fortification.
COMPETITIVE LANDSCAPE
Nestl maintained its lead in 2014 holding a 57% value share.
Nestls significant category share is attributable to its wide brand
portfolio. In 2014, the Bear Brand remained the leading brand
followed by Milo, and Nido, with others, such as Chuckie and
Nestl, trailing behind. These key brands of Nestl enjoy strong
recognition achieved through marketing activities and extensive
distribution.
PROSPECTS
Drinking milk products is expected to record a CAGR of 3% in
value sales at constant 2014 prices over the forecast period
marginally outpacing its performance over the review period. The
category is predicted to continuously benefit from the health and
wellness trend which companies are likely to continue to use to
stimulate purchases. With the growing perception that fitness does
not only involve being physically active but also includes proper
nutritional intake, drinking milk products are expected to be
increasingly included in the diet of consumers in their pursuit of a
healthier lifestyle.
Public float level rule
Last month, the PSE reminded publicly traded companies to
comply with the 10% minimum public ownership requirement or
face possible delisting by the start of 2013.
Alaska Milk is one of 27 companies in danger of being removed
from the PSE because its public float level stood at only 2.28% as
of June 2012.
The public ownership rule requires publicly traded companies
to have at least 10% of its outstanding stock to be owned by the
general public and to be freely traded in the market.
Voluntary delisting
Instead of issuing more shares to the public, Alaska Milk Corp.
announced it will voluntarily delist from the PSE starting
November 5, 2012. Stockholders are thus invited to sell back their
shares prior to the trading termination.
Sponsored Links

Alaska Milk majority shareholder FrieslandCampina

Investments Holdings Company Philippines Inc. (FC) is paying
minority shareholders P24.00 apiece, or P23.87 net of charges.
The company said more than 14.94 million shares, or 1.6% of
total outstanding stock, remains in the hands of the public.
Minority shareholders interested to sell back their shares only
have until October 2 to avail of the tender offer.
Alaska Milk earned P363 million net income during the first
quarter of 2012, up 44% from P252 million. Net income in 2011
reached P1.1 billion, down 39% from P1.8 billion in 2010.
A) The Alaska Value LineDuring the series of price increases in
the mid-2000, our Alaska evaporated/sweetened condensed milk
line was under siege. It was losing market share, declining in
volume offtake and household penetration. This was our heritage
brand. Moreover, researchers were declaring the Evaporated and
Sweetened Condensed markets as sunset markets that would soon
disappear. In short, the brand had lost its original relevance among
consumers. The category had reached its pricing threshold and no
amount of advertising and promotions could turn around the
declines in the category.
Hence, I thought of launching a counterpart Alaska Evaporada
and Alaska Condensada, with the concept of using milk as a
way of improving the lives of Filipino families. We priced this at
20 percent less than the heritage/classic line in order to capture
those who had tuned out of the category over the past years. The
target were housewives who wanted to help augment their
familys income so that they could have a better life. We called
them mompreneurs, the negosyantes who would open small
businesses. The center of the business was Filipino food preps,
with halo-halo as the showcase.
Within one year, Alaska was able to reverse the declining trend of
both Evaporated and Sweetened Condensed Milk markets.
Furthermore, our market shares took quantum leaps each year.
Today, Alaska Evaporada is a P2.5-billion business.
The first campaign was a road trip around the Philippines showing
how different halo-halo was in each province. Today, we have
moved out of halo-halo but expanded to sa malamig and other
Pinoy refreshing beverages and snacking.
The campaign has consistently won creative and effectiveness
awards. It has also opened a new market for Alaska Milkthe
underground economy, helping bring the lives of the lower
income D class to better levels through the spirit of
entrepreneurship. Today, Alaska owns 85 percent of the evap
market and 65 percent of the condensed milk market and the
market remains stable. Household penetration is now at 59
percent, up from 32 percent years earlier.
This campaign proved that advertising workshalo-halo, sa
malamig, kakanin, etc., were in oblivion and were considered
rural food preps. We elevated the Filipino snacks and beverages
into the consciousness of the people. This campaign was beyond
business. It was also an advocacy.
B) The Alaska Powdered Milk Drink (APMD) was a far second to
Bear Brand. Its share was only about 10 percent. We put together
a major plan to relaunch APMD, touching the 6Ps. On
communications, we stumbled on a very unique story, The
Growth Gap years. The Growth Gap years was a period in a
childs development when his growth slows down after a huge
spurt. It was supported by scientific studies. In about two years,
Alaska reached a 20 percent share of the market. Moreover,
growth gap and the iconic paper dolls became highly
memorable elements in the campaign and this was proven via
research.
C) The Bar Mixed Drinks was launched in February 1986, right
on the week of the Edsa Revolution. I thought it was the end of
my career (which had only started then). The Bar had limited
budget and being a raw, start up marketing practitioner, I just had
to create new ways of promoting the brand. This was when I
learned the strength of activation programs. The 360 marketing
plan of The Bar was simple: Sampling in all shows/concerts, a
unique distribution program based on community dealers plus a
compelling, single-minded advertising (TV, radio). The Bar
became such a big hit.
It was the newest fad in town targeting a young market that was
looking for an alternative to beer. It earned millions. The brand
has since been sold to international distillers and has been
relaunched. However, it has never reached the same heights as

when I launched it in 1986, straight out of grad school with no

real experience in brand management.
Q: How did your early years in marketing influence you?
A: My marketing career actually started in URChands on, roll
up sleeves, patience, know everything, etc. In short, do everything
you can to learn all aspects of marketing. Have an entrepreneurial
spirit! Enjoy your job.
Do not go analysis-paralysis like some multinational companies.
Analysis-paralysis wastes the market opportunities that are within
grasp.
Ma. Belen Fernando, Alaska VP for Marketing
Handling The Bar Mixed Drinks taught me to be creative, open to
new things and ideas, and unafraid to try out something new.
In all my earlier years, two of my biggest learnings are:
(1) Integrity. One must keep to this no matter how difficult. It is
the foundation of all values in ones career.
(2) Relationships. Build, develop and keep them. Learn how to
look back at those who helped you during your struggling and
start-up years. When the time comes, you can always count on
them to help you.
(3) Excellence. Big or small, do it with excellence and passion.
Raise the bar of excellence for yourself each time.
Q: What are your hard-to-forget marketing failures? What did
you learn from them?
A: I can name two major failed launches.
A) Alaska Hi-Calcium Powdered Milk to compete with Anlene
(during the height of the osteoporosis news). We were convinced
by our New Zealand milk powder suppliers that colostrum was
the next big thing in the market. Unfortunately, no one believed
that colostrum, which came from mothers milk, would be
found in a high calcium powdered milk. There was just too many
ideas in one communications platform. Likewise, when we
researched the high calcium powdered milk market, it was
growing double digits. However, we launched after almost two
years but we did not check the market again via consumer

research because we were confident. By that time, the market was

on a decline but we did not pick it up fast enough.
B) Alaska Fortified Growing Up Milk, the predecessor of
Growing Up Milk.
Alaska Milk was the first to launch this in the Philippines.
Unfortunately, it was too early. We did not take into account
several points:
(1) The confusion of the new product versus our mainstream
regular powdered milk.
(2) Our distributors were not capable of handling new products in
new categories.
(3) Management was not patient in building the category.
(4) We did not wait for the product test results of nine months
prior to the launch.
I learned the hard way from these two failed launches.
1) We should always do our homework. Check and review your
environment at every step of the way. There could have been new
changes or new influences that were not there when you first
started the project.
2) Roll up your sleeves and be willing to do the hard work. It
pays.
3) Be patient. Some categories are slow-burn. You cannot build a
sustainable business overnight.
4) The brand must be profitable, not just popular or a market
leader. If it is not sustainable, then there is no sense keeping into
the business.
5) Research is vital to any marketer. However, one must not use it
as a crutch. We must also listen to our gut feel and business
sense.
6) Develop the ability to feel the market or use gut feel. Imagine
the plan in your head as it unfolds step by step. If you cannot
imagine the plan, then there is something missing.