relaunching Milo campaign Kedarnath Tadkod Sandip Janee

1. Relaunchof Nestle MILO Assignment on BRAND STRATEGY Prof. SameerAasht KedarnathTadkod: 013 SandipJanee: 065 Batch 2010 (PR)

2. 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.

3. 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

4. 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

5. MILO Print ads

6. MILO TVCs

7. Present MILO website

8. Competitors’ Print ads

9. Competitors’ TVCs

11. 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)

12. 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

13. 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).