View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
Relaunchof Nestle MILO Assignment on BRAND STRATEGY Prof. SameerAasht KedarnathTadkod: 013 SandipJanee: 065 Batch 2010 (PR)
About Nestle SA, Switzerland Nestle SA is a company engaged in the nutrition, health and wellness sectors. It is the holding company of the Nestle Group, which comprises subsidiaries, associated companies and joint ventures throughout the world. It has such business units as Food and Beverage, Nestle Waters and Nestle Nutrition. It divides its products into nine categories: Prepared dishes and cooking aids Beverages, Confectionery Ice cream Water PetCare Milk products Nutrition Pharma Nestlé India is a subsidiary of Nestlé S.A.
Health Drink Market in India Rs 1,900-crore health foods drink market, split between white and brown segments Growing at 7-8 percent since 2007 Competitors in the segment include: GlaxoSmithKline Consumer Healthcare (GSK) which owns the brands Horlicks, Boost, Viva and Maltova Cadbury's Bournvita Nestle Milo Heinz’s Complan
The Problem for MILO in India The market leaders in the malted foods category overall are Horlicks, Bourvita and Complan, in that order Dropping sales force Nestle to stop production of energy drink Milo Sales have not picked up despite heavy discounting and aggressive sales push MILO had to be discontinued in the Indian market since June 2009
RelaunchingMILOPro: The New Strategy Positioning: Malt based Energy Health Drink for Sportspersons & Athletes Different types for different age groups and sports groups Various flavors ( chocolate, banana and strawberry)
Also available as ready-to-drink Milk based Energy health drink (in tetrapacks of 250 ml., and glass bottles of 500 ml.)
Integrated Marketing Strategy: Part One: Launch Launch at the Commonwealth Games Be the Official Beverage for athletes Celebrity sportsperson endorsements TVCs featuring CWG participant brand ambassadors 2 weeks before the event Announce Contest on the website and in the newspapers for children in various age groups, 21 days before the event: Meet the Sportsperson/ambassador at the CWG; Free ticket to watch the CWG Opening & Closing (with free travel and stay);
Integrated Marketing Strategy: (contd..) Part Two: Online Campaign Have periodic online contests for sportschildren such as Sports Quiz Organise various sporting & outdoor adventure activities in different cities, with the registering done online Have a presence on social networking websites to disseminate the above: Facebook Twitter LinkedIn Digg Youtube (load all the TVCs) Orkut (even though it is slowly getting obsolete)
Engaging the Consumer Customer Relationship Management (also including Customer Complaints, suggestions, queries) Consumer community to enhance and strengthen their brand loyalty. Offer schemes, freebies, hold competitions Forum & Chat corner on the website for various sports enthusiasts E-commerce: Purchase & orders for the consumer and the stockist/c&f agent, wholesaler, distributor
MILOProUSPs First in India, Malt-based energy beverage for Sportspersons Composition of MiloProfor each category of sports and age group will be different : MiloPro MiloPro+ MiloActiv Consumers can also sign up for a free short duration health fitness programme at select health centers/gyms across the cities. Nestle will shortlist proficient athletes and those having potential, and sponsor them to pursue their sport (as a part of Nestle CSR initiative).