Milo is repositioning itself as a family health drink for all ages. It will target consumers aged 6 and above across rural and urban areas. Milo will emphasize its nutritional benefits like calcium for healthy bones and focus on family health. It will use a multi-pronged communication strategy including TV, print, outdoor, digital and rural media to increase awareness and recall of Milo as a complete family drink.

2. MILO Angelo Mathews TVC.flv

3. Introduction to Parent Brand

4. History

5. Ad Agency

6. Competitors

9. Situational Analysis (existed)

10. Situational Analysis (new)

12. Strengths (existed) Strengths (new)
It is an international brand . We are coming up with benefits like memory
sharpness for children and senior citizens.
It was perceived as drink with two strong
deliverables –energy and taste. Milo is made from natural ingredients to
provide a source of nutritious energy for
It emerged as no.2 in 3 out of 4 zones instead active bodies.
of tough competition.
Calcium for healthy bones .
Easy to use packaging.
Attractive packaging. We will be providing in sachets.
Milo was affordable without compromising It contains natural ingredients.
on quality.
Now it is also for lower middle class, middle
It was also for upper class and middle class as class in rural and urban areas.
it was available in different packaging at
lowered price.

13. Weakness (existed) Weakness (new)
It’s entry was late in Indian market, hence Its serves a complementary drink and not
existing brands dominated Indian market. original as drink.
Being an international brand we faced The other competitors have more variants
cultural barriers. compared to Milo.
It does not have a unique taste. The taste
differs from country to country
Appeal is only made to children not to all age
group.

14. Opportunities (existed) Opportunities (new)
Being an international brand resources for We will tie up with Milk companies.
advertising can be extensive and intensive.
We will come up with a fitness club called
Gym.
Threats (existed) Threats (new)
Milo’s brand promised of winning that was Other competitors have built more trust
unfortunately perceived only as an then Milo.
advertising claim.
Market share of the existing competitors is
Established competitors brands existed at the more.
time of Milo launched in India.

15. STP (existed) STP (new)
Target audience – Children, athletes Target audience - Parents, children, senior
sports person and mothers citizen & youths
Segmentation: Segmentation :
Geographic - Urban and Metro areas Geographic- Urban and Rural areas.
Demographic - Demographic-
Age group 6years to 20years Age- 6 yrs and above.
Sex- Male and female.
Psychographics - Socio-economic class- Middle class, lower
1.The mothers who are concerned about their middle class ,upper middle class & upper
children’s health. class.
2.The children who liked tasty drink with milk
(chocolate) Psychographics -
3.Athletes who believe in remaining energetic 1.People concerned about their and others
throughout the day. health.
2.People who are quiet busy in their
schedule.
3.People who dislike plain milk.
4.Health conscious.

16. Behavioral Behavioral
Benefit : Benefit :
The product has vitamins in it which will It not only provides vitamins but also
provide a good blend of milk and vitamins nutrition ,minerals and calcium for healthy
together bones.
It controls cholesterol level for senior citizens.
Usage :
Milo user can have everyday in the morning & Usage :
evening to keep your day healthy and full of Consumers can have it directly or with milk
energy. or water.
The product can be taken with water or milk.
Buyer readiness :
Nestle is trusted international brand
consumed by every age group .
Occasion :
Milo can be specially consumed during
summer season or any sports event.

17. Positioning Positioning
USP : USP :
Chocolaty Energy Drink. Naturally rich in carbohydrates.
Tagline :
Tagline : “Smart fit family”
“Go and go and go with Milo”

19. Communication objective Communication objective (new)
(existed)
Category Need : Category Need :
The Milo brand was especially for children, Milo is for everyone(children ,parents ,senior
Athletes and sports people. citizen, youth, athletes)
Brand Awareness : Brand awareness :
The awareness of the brand was done by TV commercials, attractive hoardings, quiz
sponsoring in various sports events, banners, contest, sponsoring sports events in schools
TV commercials and hoardings. and colleges, internet marketing like pop
ups, websites and rural advertising like wall
Brand Attitude : paintings.
The brand was for winners and specifically
for sporty and active people. Brand attitude :
The brand stands for family care, smartness
Brand Purchase Intentions : and sharpness.
This brand was purchased by the parents who
are more concerned about their children’s Brand purchase intention :
health and the people who are interested in Because it is a complete family health drink.
sports and want to develop energy in them

20. Communication model (existed) Communication model (new)
AIDA model : AIDA model :
Attention : Attention :
They created regional ads both print and T.V. Attention of the audience can be grabbed
They created ad that wins mother’s though TV commercials, Banners, events in
confidence and trust emotionally. It showed schools and colleges, Ambient media, rural
children winning competition by drinking advertising and internet marketing.
Milo.
Interest:
Interest: Interest for purchasing the product can be
To create interest they lowered the price. created by providing trail Sachets in side the
They gave Milo mugs and bats on purchase of newspapers or magazines. Free packs with
Milo . the milk .(Amul, Govardhan and others)
Desire: Desire:
Their product was packed in boxes instead of The desire can be created by executing it as a
glass jars. They kept packaging as such that it family drink and providing fitness tips for
could be easily used by children so that they every one.
can prepare their own drink.
Action:
Action: We will ask the retailers to display the
They provided with free merchandise (Balls, product in the front row.
bats etc.)

21. Advertising objective (existed) Advertising objective (new)
To make the target audience aware of the To make people aware about the new
new brand in the market. features of Milo.
Persuade them to buy the product : Persuade them to buy the product :
By convincing Indian mothers that this is Persuade them to buy product by
the brand that will let your child win all emphasizing it as a family health drink
competitions of life in a healthy and with nutritional value.
nutritious way through ads.
POP (point of purchase) – Displaying maximum of
milo product at retail outlets.

23. Marketing brief (existed) Marketing brief (new)
Marketing Objective : Marketing Objective :
To capture and dominate the market of 6 to To earn up to maximum profit by targeting
13 years old future champions. the consumers of age 6years & above and to
reposition it as a family health drink.
Scheduling strategy :
Scheduling strategy :
Flighting- Because they advertised more in
sports event, Olympics, marathon and world Continuity – Continuously play radio ads and
cup and gave gap to TVC while there were no show print ads in newspaper, sports and other
sports event going on. magazines ,display hoardings and increase
the reach and frequency by TVC so that
people don’t forget the brand name.

24. Media strategy

25. Do you drink energy drink?
(product category information)

26. Have you heard about
Milo?
(brand awareness)

27. Have you seen Milo ads?
(brand recall)

28. If yes then where and which
media?
(media reach)

29. Which was more effective?
(media effectiveness)

30. Did you like the ad?
(likes/dislikes)

31. Q-7
If yes, what did you like in the ad?
(personal opinion)
• Offers
• Winning spirit of Children in the ad
• Sachin Tendulkar
• That it was focused on cricket.

32. Did you like the packaging?
(likes/dislikes)

33. Do you remember the tagline
of Milo?
(recall value)

34. Do you remember the brand
ambassador of Milo? Wo?
(recall value)

35. Q - 11
Whom would you like to see as the next
brand ambassador for Milo ads?
(ad objective)
• Vishwanath Anand.
• Suresh Raina.
• Johnny Lever.
• Mahindra Singh Dhoni.
• Salman Khan.

36. Would you like to have
flavors in Milo?
(market research)

37. In which packaging would
you like to have in Milo?
(market research)

38. Would u like to have Milo with
Milk, Water or in Powdered form?
(consumer comfort)

42. Ambient
Advertising

43. Banners

44. Posters

67. Posters

68. Efforts By :