Nestle is relaunching its MILO brand in India after discontinuing production in 2009 due to falling sales. The new MILO Pro product line will be positioned as a malt-based energy drink for athletes and will come in various flavors. An integrated marketing strategy will include celebrity endorsements, TV ads featuring athletes at the Commonwealth Games, and online contests to engage sports enthusiasts. The goal is for MILO Pro to be the official beverage of athletes and leverage sports marketing to relaunch the brand in India's growing health drink market.

1. Relaunchof Nestle MILOAssignment on BRAND STRATEGYProf. SameerAashtKedarnathTadkod: 013SandipJanee: 065Batch 2010 (PR)

2. About Nestle SA, SwitzerlandNestle 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 aidsBeverages, ConfectioneryIce creamWaterPetCareMilk productsNutrition PharmaNestlé India is a subsidiary of Nestlé S.A.

3. Health Drink Market in IndiaRs 1,900-crore health foods drink market, split between white and brown segmentsGrowing at 7-8 percent since 2007Competitors in the segment include:GlaxoSmithKline Consumer Healthcare (GSK) which owns the brands Horlicks, Boost, Viva and MaltovaCadbury's BournvitaNestle MiloHeinz’s Complan

4. The Problem for MILO in IndiaThe market leaders in the malted foods category overall are Horlicks, Bourvita and Complan, in that orderDropping sales force Nestle to stop production of energy drink MiloSales have not picked up despite heavy discounting and aggressive sales pushMILO had to be discontinued in the Indian market since June 2009

5. MILO Print ads

6. MILO TVCs

7. Present MILO website

8. Competitors’ Print ads

9. Competitors’ TVCs

10. RelaunchingMILOPro: The New StrategyPositioning:Malt based Energy Health Drink for Sportspersons & AthletesDifferent types for different age groups and sports groupsVarious 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: LaunchLaunch at the Commonwealth GamesBe the Official Beverage for athletesCelebrity sportsperson endorsementsTVCs featuring CWG participant brand ambassadors 2 weeks before the eventAnnounce 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);

11. Integrated Marketing Strategy: (contd..)Part Two: Online CampaignHave periodic online contests for sportschildren such as Sports QuizOrganise various sporting & outdoor adventure activities in different cities, with the registering done onlineHave a presence on social networking websites to disseminate the above:FacebookTwitterLinkedInDiggYoutube (load all the TVCs)Orkut (even though it is slowly getting obsolete)

12. Engaging the ConsumerCustomer Relationship Management (also including Customer Complaints, suggestions, queries)Consumer community to enhance and strengthen their brand loyalty. Offer schemes, freebies, hold competitionsForum & Chat corner on the website for various sports enthusiastsE-commerce: Purchase & orders for the consumer and the stockist/c&f agent, wholesaler, distributor

13. MILOProUSPsFirst in India, Malt-based energy beverage for SportspersonsComposition of MiloProfor each category of sports and age group will be different :MiloProMiloPro+MiloActivConsumers 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).