Download - Relaunching of brand Milo
INTRODUCTION
“HEALTH WITH BENEFITS”
BCG MODELMarke
t Growth
Star ALPINO NESTLE a+ MILKMAID NESLAC EVERYDAY NESCAFE GOLD NESCAFE CAPPUCCINO
? ? ? MILO MILKMAID-creations NESTEA MAGGI SOUP
C a s h C o w MAGGI NODDLE MAGGI SAUCE KIT KAT MUNCH POLO MILKYBAR ÉCLAIR NESCAFE SUNRISE
D o g NESTLE RAITA NESTLE FRUITY YOGURT NESTLE ACTIPLUS PROBIOTIC DAHI BARONE
Relative Market Share
Market studyFINDINGS AND OBSERVATIONS
TASTE/FLAVOR95%
APPEARANCE5%
LIKELINESSPREFERENCE
BOURVITAHORLICKSBOOSTCOMPLAINANY OTHER
BRAND EXTENSION
SNACK BARMILKSHAKE CANSTICKSICECREAM
SEGMENTATION
GEOGRAPHIC
•MUMBAI•DELHI•KOLKATA•CHENNAI
DEMOGRAPHIC
•KIDS•TEENAGERS•FAMILIES•WORKING CLASS
PSYCHOGRAPHIC
•SOCIAL CLASS•LIFE STAGE
BEHAVIOURAL
TARGETING PRODUCT
MILO strong
MILO rich
MILO snack bar
MILO can
TARGET AUDIENCE
Kids aging from 5-19 & all chocolate lovers
Health Conscious , dry fruit & white chocolate lovers irrespective of any age group
Kids, office goers, sportsmenAbove 12
POSITIONINGMILO Strong - “It’s Time for my MILO”
MILO RICH - “Enrich your Day”
MILO Snack Bar – “I Win Pack!!”
MILO Can – “Sip Healthy Sip Tasty”.
4Ps OF MARKETING
PRODUCTWhat are we
selling?
PRICEHow much are
we selling it for?
PROMOTIONHow will we let
people know we are selling
it?
PLACEWhere and how will we
sell it?
PRODUCTS
“It’s Time for my MILO”
Available:200gm500gm1kgRefill pouches
PRODUCTS
“Enrich your Day”
Available:200gm500gm1kgRefill pouches
PRODUCTS
“I Win Pack!!”
Available:Pack of 6- 100gm eachSingle bar
PRODUCTS
“Sip Healthy Sip Tasty”.
Available:220ml can180ml c
FUTURE PROSPECTS
MILO Ice cream MILO Sandwich Cookies
MILO Cereals
PRODUCT NUTRITION
PRODUCT PACKAGING
ACTIGEN-e
8 vitamins + 4 minerals
PROTOMALTVitamin Bvitamin CCalciumGlucose
• Food safety
• Avoids wastage
• Maintains freshness
• Providing meaningful information
•Recycling and dispose
PLACE•Malls,Stations,Theatres, Corporate Canteens, Supermarkets,College Campuses, near Playgrounds,Schools Bus stops Cafe's.Mumbai•Railway Stations, Cafe's, Malls, schools and colleges, Bus stations. Kolkata•Colleges, Malls, Super markets Corporate canteens, bus stops, Cafe's.Delhi•Malls, Super stores, Bus stops, Educational Institutes, Office canteens, Cafe's.Pune•Malls, Railway Stations, Colleges and Institutes Cafe's.Chennai•Malls, Educational Institutes, Office Canteen, Bus stops.Bengaluru•.Railway Stations , Malls , Schools , Cafe's.Ahemdabad
PROMOTION•1 cup or jar free on 1kg Milo strong or rich pack.•Free Hercules cartoon action with Milo strong.•Get offers if you buy 6cans of Milo strong•Provide large pack benefits.•Free Milo sachet with kids comics & magazine or newspaper as samples.•Visit schools and colleges and advertise Milo strong and snack bar( Campaign) • free sampling.•Organizing sports competitions in school. •Free sports gears•Winners of scratch card contest will win sports accessories such as caps, tee’s, and wrist bands.•Marketing the brand by collaborating with cafes like Bru world cafe, cafe coffee day and barista
PRICINGMILO Product
Qty Package Price
MILO Strong
200gm Bottle 95/-**
500gm BottlePouch
185/-**180/-**
1 kg BottlePouch
333/-**318/-**
MILO Rich
200gm BottlePouch
118/-**108/-**
500gm BottlePouch
228/-**218/-**
Rival Product
Qty Package Price
Bournvita 200gm Bottle 90/-
Horlicks 200gm Bottle 90/-
Bournvita 500gm BottlePouch
185/-178/-
Horlicks 500gm BottlePouch
182/-175/-
Bournvita 1 kg BottlePouch
335/-315/-
Horlicks 1 kg BottlePouch
350/-340/-
NO COMPETITION
MILO Product
Qty Package
Price
MILO Rich 1 kg BottlePouch
412/-**404/-**
MILO Can 220ml180ml
Can 28/-**18/-**
MILO Snackbar
100gm Pack of 1
20/-**
Rival Product
Qty Package Price
NO COMPETITION
Amul Kool
220ml180ml
Can 25/-
Snickers 54gm Pack of 1
30/-
**- All our product contain SWISS chocolate. **- Prices subject to change as per company policy.
DISTRIBUTION CHANNEL
ADVERTISING BUDGET DESCRIPTION
RADIO CampaignCost: 9-11lakhs
NEWSPAPERS & MAGAZINECost : 60 lakhs
E-AdvertisingCost: 5-6 lakh
JWT
EXECUTIVE OVERVIEWAt the core of a new product launch pays a fundamental point of tension between how business and market behave.
Although Nestle relies on new product launch to increase customer relationship and boost revenue, market is more likely that not to reject new offerings.
Regardless of how innovative or break through MILO be, to deliver revenue for Nestle, the launch focuses on communicating the product’s and promise and convert buzz into revenue.
In that sense Nestlé’s MILO launch is perhaps the most sensitive step in achieving for the growth.
LAUNCHED BY:SONY MATHEWS- 68
SUDIPTO HIZLI- 70
TANAY SHAH- 73
Rahul Jain-64
Jayesh Porwal -66