BU 504 PROJECT COVER SHEETSTUDENT NAME RAUSHAN IBRAYEVA.docx

BU 504 PROJECT COVER SHEET
STUDENT NAME: RAUSHAN IBRAYEVA
Name of your selected product: Nestle Milo
Real product / Fictional product
WORKSHEET ONE: FULL PRODUCT
WORKSHEET TWO: (2) TARGET MARKET
WORKSHEET THREE: FULL
DESCRIPTION, MAIN COMPETITORS,
PROFILES, CHOSEN ADVERTISING/MEDIA
CREATIVE BRIEF, DESIGN
FORMER MKTG, FULL 4P ASSESSMENT
PREFERENCES OF EACH GROUP & WHY
STRATEGY—PROJECT ADS
NESTLE MILO 1
NESTLE MILO 3
What interests you in this product and what is your experience
with it?
BU 504 COURSE PROJECT: WORKSHEET 1

What interests you in this product, and what is your experience
with it?
One of the most interesting things about Nestle Milo it’s the
great aroma and unique taste that makes one to want more. With
or without sugar added into it, the drink is very delicious and
can also be mixed with either hot or warm water depending with
the preference of the consumer. Secondly, it is a beverage
suitable and recommendable to all members of the society. Life
is by itself very challenging and daily activities leaves one
weary, exhausted, and even fatigued. Nestle Milo is a legendary
beverage that has been used for generations to provide the body
with the much-needed vitamins, minerals, and energy. Taking a
single cup of Nestle Milo leaves one rejuvenated and happy
about life and the entire body is ready to handle the challenging
tasks. The more reason is that the energy obtained from Nestle
Mile is supplied to the brain and the nervous system.
FULL PRODUCT DESCRIPTION
Nestle Milo is a beverage manufactured and packed by Nestle
Company. The company was founded in 1934 by Thomas Mayne
who was an Australian industrial chemist and inventor. Thomas
developed milo and it was launched during the Sydney Royal
Easter Show (Stevens, 2010). Production and packaging of milo
for sale to the general public was commented in one of the
company’s plants located in Smithtown near Kempsey located in
the North Coast of the New South Wales. The name was derived
from an ancient athlete by the name Milo of Croton due to his
great strength. Nestle Milo is a mixture of chocolate and malt
powder and the mixture is mixed with hot or warm water or
milk to produce the aromatic beverage. The product is popular
in different parts of the world for instance; South America,
Australia, Southeast Asia, Africa, and Oceania (Stevens, 2010).
The beverage made from the product can be used for breakfast

or in the course of the day. The Milo powder is normally packed
in a green tin with the outside depicting different sporting
activities.
Nestle Milo have the following benefits:
1. Contains Calcium to Promote Strong Bones
2. Milo Is Packed with Iron
3. Excellent Source of Energy
4. Supports Immunity System
5. Supports Children’s Development
6. Contains Carbohydrate
7. Helps Optimizing the Nutrients Absorption
8. Nourished Drink for Healthy Diet
9. Excellent Snack Ideas
10. Tasty and Healthy Breakfast Option
MAIN MARKET COMPETITORS AND WHY
The beverage industry is highly competitive and milo has the
following brands as direct competitors; chocolate, tea, cocoa,
coffee, Nesquik, Ovaltine, Horlick, Boost, Viva, Trumoo and
also Australian Milo. The above listed products have similar
ingredients as Nestle Milo something that makes them serve the
same purpose (Ngetich, 2010). It is easy for clients to use any
of the products and have the same needs met. However, Nestle
Milo is aware of this reality and hence has applied another
tactic to gain a competitive advantage which is pricing
structure. To start with, all the competing brands though from
different companies have a similar packaging with the smallest
being a 50gm sachet and the biggest being 1kg tin. Nestle Milo
has embraced a unique pricing structure where the higher the
quantity the lower the price as this helps in encouraging clients
to buy bigger packages. In other companies, there is a specific
price for a specific amount for instance 1kg of Nesquik
(Ngetich, 2010). For instance, if 1kg of Nesquik costs $150, the
lesser amounts have their prices obtained from the specific
amount which means at whether a company buys the products in

large quantities or not, the pricing remains the same.
DESCRIPTION OF MOST NOTABLE HISTORICAL
MARKETING CAMPAIGNS OF COMPETITORS AND YOUR
SELECTED PRODUCT:
Nestle Milo has had a series of noticeable historical marketing
campaigns that have helped in creating the right brand image in
the market. One of the historical campaigns was 1936 and it
entailed a father, mother, and their young son during winter as
they are covering themselves with an umbrella. They are
hurrying home and slightly beneath the family is strategically
located a tin of Nestle Milo with the following remarks
“increase your resistance to winter ills” (Ngetich, 2010). Also,
in 1945, the company designed another marketing campaign that
have become historical as it captured volley ballers engaging in
a sporting with enthusiasm after enjoying a cup of Milo. The
competitors like Nesquik have had different historical
marketing campaigns like use of children in their adverts as
they target children.
IN EACH OF THE 4P SECTIONS BELOW, USE YOUR
PROJECT RESEARCH TO PROVIDE YOUR ANALYSIS OF
THE FOLLOWING:
PRODUCT:
Nestle Milo is a product that is used by consumers as breakfast
or a snack in the course of the day that would help in relaxing
the brain and the nerves and at the same time add energy to the
body. The Nestle Company has addressed the product aspect of
the 4Ps of marketing. The more reason is that the product is of
highest quality, the design and branding of the packing tins and
sachet is unique and uses an easy to detect color “green” with
slight of brown which is the color of milo. The product is

conveniently available and it is easy to use since one needs hot
or warm water or milk and mix the two together until a desired
texture is obtained. One can add sugar or consume it without
sugar.
PRICE:
Price is one of the most used marketing strategies that the
Nestle Company prefers to apply. When introducing the product
to new market, the company uses penetration strategy in order
to attract a high number of clients and at the same time
penetrate deep in the market. According to De Toni, et al.,
(2017); also psychological pricing strategy is applied to create
the desired emotions and attitude on clients.
PLACE:
Nestle Milo is available in almost all retail outlets in respective
regions that the company has penetrated. The products are sold
in retail to clients and wholesale to people in business for
instance wholesalers and retailers.
PROMOTION:
Different strategies are used to promote the Nestle Milo
product. These strategies include; discount offers, free gifts
whenever a large quantity package is purchased, and special
offers. Advertisements are done for instance road shows,
television adverts, website and social media adverts, and also
publications. The company also sponsors international and local
sports to create brand awareness.

STUDENT NAME: RAUSHAN IBRAYEVA_
CHARACTERISTICS
PRIMARY TARGET MARKET
SECONDARY TARGET MARKET
DEMOGRAPHIC
M/F/Gender complex?
Ethnicity?
Religion? Income? Education?
Females and males between the ages of 15-55
All
All
Middle and high income earners
College and University education

Females and males between the ages of 1-14 and over 56 years
Nil
Nil
Low income earners
Non educated and those educated up to high school level of
learning
LIFE STAGE
Age (range)? Living situation?
Health/Health Issues?
Life Experience?
15-55 years
Independent, single, independent/coupled, independent
w/dependents
Healthy and those with mild health issues
Best for people with or without a life experience
1-14 years and over 55 years
Living with parents and also those away from parents but still
receive support from parents

With complex health issues
Those who does not have a good experience with beverages
CHARACTERISTICS
GEOGRAPHIC
Where do they live? (Local, regional, national, global
description)
In different parts of the developed world for instance; Australia,
US, Canada, Europe, and Germany.
Developing countries like African countries and Asian
countries
PSYCHOGRAPHIC
Lifestyle?
Social Class?
Influences and Social perceptions?

Life Experience?
Corporate and adventures who believe in good health and being
happy
Middle – high
Attitudes, values, opinions, lifestyle
Good
Those who do not grant their happiness and good health a
priority
Middle – low
Motivated by expectation,
aspiration, inspiration, membership, lifestyle
No experience
BEHAVIORAL
Typical Usage Patterns?
Typical Loyalty Patterns?

Risk/Avoidance Patterns?
Daily usage for loyal clients
Reliable
The product has no risks since it does not pose a threat on the
life of the consumer
Used together with other competing brand. For instance, a client
can consume tea in the morning and Nestle Milo as ten o’clock
tea
Some clients are not loyal
CHARACTERISTICS
NEEDS / DRIVES
Motivated by problem resolutions?
Motivated by improved benefits?
Health benefits involved
Refreshment and relaxation

MOST EFFECTIVE MARKETING MEDIUMS AND
REASONING
Specify TWO most relevant media preferences for each target
market and explain.
Social media and company website
Television adverts and bill boards
The Nestle Milo has targeted the best and reliable target
markets that are classified as primary and secondary targets. It
is a good thing that the company grants the right attention and
investment to the specific target market segment and reliable
marketing strategies and Medias are used to reach out to the
target market (Vander Schee, et al., 2011). It is also a good
thing that the company has been using technology to upgrade
marketing techniques something that keeps the marketing
strategies aligned with changes in market demands and
lifestyles. However, it is evident that the products are available
and marketed to only a small segment of the global market
which means that the company is yet to explore available
opportunities in the market.

CREATIVE BRIEF / DESIGN STRATEGY / PROJECT ADS
PRODUCT:
Nestle Milo
I.M.C. OBJECTIVES:
(Proposition/Selling Idea)
Ensure that the message being delivered is clearly
communicated in a precise manner.
TARGET AUDIENCE:
Both males and females regardless of their age, gender, culture,
educational background, social background and religion
BACKGROUND INFORMATION:
(Consumer insights/Support)
The health of a person is the most important thing that every
member of society should be concerned about and focused on
taking care of. Nestle Milo is one of the best and high quality
products that have the right nutrients and minerals that grants
the body energy and vital nutrients to excellence performance.
MESSAGE THEME:
(Creative Direction)
Improved health and lifestyle
CONSTRAINTS:
(Brand Imperatives/Media Imperatives)
Company logo, selected brand color which is green, and action

of sporting activity.
ADVERTISING DESIGN STRATEGY
Comfortable life
Inner peace
Self-fulfillment
Equality
Mature love
Self-Respect
Exitement
Security
Sense of belonging
Freedom
Pleasure
Social acceptance
Fun, exciting life
Happiness
Salvation
Personal accomplishment
Wisdom
Also, what type of advertising appeals or approaches is
effective for your target customer?
Fear Humor Sex
Music Rationality Emotions Scarcity
Two different types of adverts have been prepared that captures
a series of factors as highlighted above. One of the adverts was
posted on social media and it entailed a family enjoying a happy
moment as they share a cup of hot Nestle Milo. The advert
demonstrates inner peace, fun, exciting life, happiness and self-
fulfillment. The second advert is a video recording of
musicians having a mega performance and after a while they

look tired and worn out. Some opts to take cold beverages to
cam their nerves and two of them requests for a cup of Nestle
Milo. The good aroma makes the others taking cold beverage to
stare at the drink. During the second round of performance, the
two that took a cup of Nestle Milo outsmarts all others as they
have the energy to keep the performance live and active all
through the night as the others get tired and stressed out. The
advert demonstrate music and freedom from anxiety and fatigue
BU 504 COURSE PROJECT: SOURCES
REFERENCES
De Toni, D., Milan, G. S., Saciloto, E. B., & Larentis, F.
(2017). Pricing strategies and levels and their impact on
corporate profitability. Revista de Administração (São Paulo),
52(2), 120-133.
Ngetich, L. S. (2010). Strategic Responses to Competitive
Environmental Conditions in the Beverage Industry in Kenya: A
Case Study of Nestle (K) Ltd. Unpublished MBA Research
Project.
Stevens, S. K. (2010). Nestlé Milo. Australasian Accounting
Business and Finance Journal, 3(3), 4.
Vander Schee, B. A., Aurand, T. W., Pickens, T., Ma, M., &
Girap, A. R. (2011). NESTLÉ: BRAND ALLIANCES IN
DEVELOPING MARKETS. Journal for Advancement of
Marketing Education, 18(1).

Advertisements & Video Segment: BU504 SUMMATIVE
COURSE PROJECT
A. Utilizing your understanding of message strategies and
advertising effectiveness, design and prepare
TWO advertisements for your selected product, which
demonstrate a cohesive and integrated brand image,
personality, and identity. (Advertisements may be print media,
broadcast media, digital media, public relations
platforms, trade promotions, etc…)
B. Prepare a 5-12 minute narrated video which introduces the
class to your selected product, briefly
explains your research and analysis process (Part I: A, B, C),
and showcases your TWO advertisements.
A. DESIGN 2 ADS FOR YOUR PRODUCT (must be two
different types of advertisements):
Print Media ads: Magazine ad, Coupon-Book ad, Distributable
Flyer, Window Sign, etc...
Broadcast Media ads: 30-45 second video broadcast ad (tv/cable
spot) or audio ad (radio spot), etc…
Digital Media ads: Facebook scroll ad, 3x3photos fake
“Instagram” spread (see photo #5 below),
User-generated content promo (photo #7), web-page ad, email
“club” ad, etc…

B. PREPARE A VIDEO (PRESENTATION) FOR YOUR
CLASSMATES (5-12 mins with the following):
1) Introduction— “Hook/Attention Getter”
Personal intro of yourself (name, etc…)
Intro to your project (product/service): Read your “product
description” from Wksht 1
Share which two “types” of advertisements you selected to
design
2) Body-- Explain your reasoning for selecting to design
advertisement #1 for target market
SHOW ADVERTISEMENT #1
Explain your reasoning for selecting to design advertisement
#2 for target market
SHOW ADVERTISEMENT #2
Share your “conceptualized” cohesive & integrated brand
image/personality/identity-
(I recommend choosing to make a 3x3photos fake “Instagram”
photo spread as ONE of
the ads in the project—Much easier to explain your idea on
integrated brand image)
3) Conclusion-- Conclude your video presentation with your
own advertising “words of wisdom”…
(This may be a reminder of the most important aspects of
advertising/marketing, OR
a quote, OR a challenge, OR a vision of the future of
advertising/marketing,
OR anything thought provoking.) AND Thank the audience
for watching.

Nestle Milo is a proud sponsor of children's athletics on all 7
continents.
Keeping Kids Strong.
Keeping Kids Happy.
Keeping Kids Strong.
Keeping Kids Happy.
Nestle Milo is a proud sponsor of childrens

athletics on all 7 continents.

BU 504 PROJECT COVER SHEETSTUDENT NAME RAUSHAN IBRAYEVA.docx

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