Milo Relaunch


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relaunching Milo campaign

Kedarnath Tadkod
Sandip Janee

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Milo Relaunch

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