Milo Relaunch
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Milo Relaunch

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relaunching Milo campaign

relaunching Milo campaign

Kedarnath Tadkod
Sandip Janee

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    Milo Relaunch Milo Relaunch Presentation Transcript

    • 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
    • MILO Print ads
    • MILO TVCs
    • Present MILO website
    • Competitors’ Print ads
    • Competitors’ TVCs
    • 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).