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Milo
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- 3. SUMMARY OF NESTLELTD. • Founded in 1866 by Henri Nestle, switzerland. • Mission - “Good Food, Good Life” • Nestle India is a subsidiary of Nestle S.A of Switzerland, With 7 factories and a large number of co-packers, Nestle India is a vibrant company. • Nestle India has its presence in Milk & Nutrition, Beverages, Prepared dishes & Cooking aids, Chocolate and Confectionery Segment. • Nestle India manufactures products under the brand names of NESCAFE, MAGGI, NIDO, NESTEA, KITKAT, NESPRESSO and many more.
- 4. HISTORY 1934 1936 1939 1945 Developed by Thomas Mayne sponsored theOLYMPICS games MILO was launched in South Africa Started spreading in other countries
- 5. ORIENTATION OF COMPANY •Focus on product quality & provide finest product. • Enhance product reliability. • Developing high quality products which must be sold at right price. • Use of tools like product research, product testing and product focus effectively.
- 6. BCG MODELMarketGrowth Star ALPINO NESTLE a+ MILKMAID NESLAC EVERYDAY NESCAFEGOLD NESCAFE CAPPUCCINO ? ? ? MILO MILKMAID-creations NESTEA MAGGI SOUP C a s h C o w MAGGI NODDLE MAGGI SAUCE KIT KAT MUNCH POLO MILKYBAR ÉCLAIR NESCAFE SUNRISE D o g NESTLE RAITA NESTLE FRUITY YOGURT NESTLE ACTIPLUS PROBIOTIC DAHI BARONE Relative Market Share
- 7. Market study FINDINGS ANDOBSERVATIONS TASTE/FLA VOR 95% APPEARAN CE 5% TEXTURE 0% ENERGY 0% LIKELINESSPREFERENCE BOURVITA HORLICKS BOOST COMPLAIN ANY OTHER
- 8. BRAND EXTENSION SNACK BAR MILKSHAKECAN STICKS ICECREAM
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- 10. TARGETING PRODUCT MILO strong MILO rich MILOsnack bar MILO can TARGET AUDIENCE Kids aging from 5-19 & all chocolate lovers Health Conscious , dry fruit & white chocolate lovers irrespective of any age group Kids, office goers, sportsmen Above 12
- 11. POSITIONING MILO Strong -“It’s Time for my MILO” MILO RICH - “Enrich your Day” MILO Snack Bar – “I Win Pack!!” MILO Can – “Sip Healthy Sip Tasty”.
- 12. 4Ps OF MARKETING PRODUCT Whatare we selling? PRICE How much are we selling it for? PROMOTION How will we let people know we are selling it? PLACE Where and how will we sell it?
- 13. PRODUCTS “It’s Time formy MILO”
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- 17. FUTURE PROSPECTS MILO Icecream MILO Sandwich Cookies MILO Cereals
- 18. PRODUCT NUTRITION PRODUCTPACKAGING ACTIGEN-e 8 vitamins + 4 minerals PROTOMALT Vitamin B vitamin C Calcium Glucose •Food safety •Avoids wastage •Maintains freshness •Providing meaningful information •Recycling and dispose
- 19. PLACE • Malls,Stations,Theatres, CorporateCanteens, Supermarkets,College Campuses, near Playgrounds,Schools Bus stops Cafe's.Mumbai • Railway Stations, Cafe's, Malls, schools and colleges, Bus stations.Kolkata • Colleges, Malls, Super markets Corporate canteens, bus stops, Cafe's.Delhi • Malls, Super stores, Bus stops, Educational Institutes, Office canteens, Cafe's.Pune • Malls, Railway Stations, Colleges and Institutes Cafe's.Chennai • Malls, Educational Institutes, Office Canteen, Bus stops.Bengaluru • .Railway Stations , Malls , Schools , Cafe's.Ahemdabad
- 20. PROMOTION •1 cup orjar free on 1kg Milo strong or rich pack. •Free Hercules cartoon action with Milo strong. •Get offers if you buy 6cans of Milo strong •Provide large pack benefits. •Free Milo sachet with kids comics & magazine or newspaper as samples. •Visit schools and colleges and advertise Milo strong and snack bar ( Campaign) • free sampling. •Organizing sports competitions in school. •Free sports gears •Winners of scratch card contest will win sports accessories such as caps, tee’s, and wrist bands. •Launching an ad campaign in association with the movie KRRISH3. •Marketing the brand by collaborating with cafes like Bru world cafe, cafe coffee day and barista
- 21. PRICING MILO Product Qty Package Price MILO Strong 200gmBottle 95/-** 500gm Bottle Pouch 185/-** 180/-** 1 kg Bottle Pouch 333/-** 318/-** MILO Rich 200gm Bottle Pouch 118/-** 108/-** 500gm Bottle Pouch 228/-** 218/-** Rival Product Qty Package Price Bournvita 200gm Bottle 90/- Horlicks 200gm Bottle 90/- Bournvita 500gm Bottle Pouch 185/- 178/- Horlicks 500gm Bottle Pouch 182/- 175/- Bournvita 1 kg Bottle Pouch 335/- 315/- Horlicks 1 kg Bottle Pouch 350/- 340/- NO COMPETITION
- 22. MILO Product Qty Packag e Price MILO Rich1 kg Bottle Pouch 412/-** 404/-** MILO Can 220ml 180ml Can 28/-** 18/-** MILO Snackbar 100gm Pack of 1 20/-** Rival Product Qty Package Price NO COMPETITION Amul Kool 220ml 180ml Can 25/- Snickers 54gm Pack of 1 30/- **- All our product contain SWISS chocolate. **- Prices subject to change as per company policy.
- 23. DISTRIBUTION CHANNEL Consumer Primary Distributor SubDistributer Retailer Super stockist & Base Stockist Warehouse Manufacturing Unit (factory)
- 24. ADVERTISING BUDGET DESCRIPTION RADIOCampaign Cost:9-11lakhs NEWSPAPERS&MAGAZINE Cost :60 lakhs TELEVISION NationalCommercialChannelsfor45days Cost:10-12crores OTHERPRINTMEDIA Cost: 1.4Lakh E-Advertising Cost: 5-6lakh
- 25. EXECUTIVE OVERVIEW At thecore of a new product launch pays a fundamental point of tension between how business and market behave. Although Nestle relies on new product launch to increase customer relationship and boost revenue, market is more likely that not to reject new offerings. Regardless of how innovative or break through MILO be, to deliver revenue for Nestle, the launch focuses on communicating the product’s and promise and convert buzz into revenue. In that sense Nestlé’s MILO launch is perhaps the most sensitive step in achieving for the growth.
- 26. LAUNCHED BY: SONY MATHEWS-68 SUDIPTO HIZLI- 70 TANAY SHAH- 73 SHARON PANGETH-64 SHIVANGI TALATI- 66