Marketing Plan

for MILO
Ma. Annellie Laynes
Yu Morao
I. Statement of Marketing Goal

Milo is not showing up with its marketing activities and
marketing strategies in the market of Lahore. These days
many people are unaware of what is Milo? There is
stagnant growth in sales of Milo showing less awareness
about the product and low variety available to customers.
Following are main objectives to launch Milo,
Create awareness in the people about the product
To differentiate Milo from other energy drinks
through proper advertisement and promotion
To use sales promotions and other pricing tactics
to cater customers to enhance customer volume.
To provide wide variety to the customers that they
use it in their daily life in many forms

II. Current Marketing Situation
A. Milo is a niche leader
Milos strategy is to capture and
dominate the niche market of 3-13 yrs old
future champions.
It benefits from the huge distribution
leverage of Nestle.
Has an excellent, premium priced,
excellent product distributed nationwide.
Has an active and excellent campaign
towards sports that entices the youth.
III. Target Market Segments

A. MILO primary target market
(PTM) are the future champions
1. Demographics (3 13 years old, M/F,
ABC, single)
2. Lifestyle (study, plays sports, into
competitions, interested in an active
lifestyle)
3. Behavior (20g, at least once a day,
daily, strong, healthy)
Future champions

1. Need to get nutritious drinks, to belong (social),
Self-Esteem, Self actualization

2. Choose Milo over other chocolate drink because
of its brand, taste, packaging, nutritional facts,
credibility & awareness of company, promos,
endorsers

3. Expect these when they use Milo
healthier mind and body, active lifestyle, become
future champions,
B. Why Selected?
I am complete when I have
succeeded and become a
champion in my life
I am proud when I
accomplish things
I need to belong
I need a nutritious drink
IV. SWOT Analysis
1. Strengths :
Brand itself
Product Quality
Focusing only on
chocolate energy food
drink
Unique selling point.
Big sales in other
countries.
Part of Nestle
(reputation) funds
available for re-launch.


It is available in
different sizes, shapes
and type.
Value for money
Widely available
Strong association with
children and sports
IV. SWOT Analysis
3. Opportunities :
Increased media available (Mobiles/internet)
Increased fitness industry
Increase awareness of health and fitness
Sponsorship (through sporting events)
Increase more market share
Is distributed nationwide by Nestle
Pick-up by customers
Cash and credit transaction


IV. SWOT Analysis
2. Weaknesses :
Not enough diversity in flavors
Not enough investment in Milo
Packaging (design of tin +
labeling)
IV. SWOT Analysis
4. Threats :
Milo has many formidable competitors
Direct: Ovaltine, Chocquick, Rich-O 3-in-1,
Sustagen Chocolate
Indirect: Ready-To-Drink chocolate, milk (powdered
& fresh), energy drinks
Competitors (hot chocolate, energy drinks)
Well known successful brands as competitors
Competitors could use aggressive marketing tactics
cut prices/increase promotion
Competitors bring out similar products
Competitors have diversity in packaging (bottles,
pouches, cans, etc
V. A. Objectives
Milo is the only chocolate drink product
that
- actively supports sports events
- encourages an active and
competitive lifestyle
- promotes excellence, competition,
camaraderie and social awareness to the
youth

Others merely focus on providing
nutritional chocolate drink to the youth.

VI. Marketing Strategies
Milos Product Design
Milos Product Description

Milo is a powdered chocolate drink that
is made from malted barley combined
with other ingredients to provide a
source of energy for active bodies.
2 Variants Milo and Milo 3-in-1
Only comes in chocolate flavor
It is available in 6 sizes 20g, 26g, 200g,
300g, 600g, and 1,000g

Milos Product Features
Right balance in nutrition
Milo provides energy (calories). These calories come from the
differentIngredients of Milo, mainly malt extract, skimmed milk,
palm oil and sugar
If consumed moderately, as part of a balanced diet, Milo
provides the energy required for an active lifestyle and will not
be fattening.
Milo powder is nutritionally balanced providing the right ratio
of protein,carbohydrates and fats.
The 6 basic classes of nutrients in food are: carbohydrate, fats,
protein, vitamins, minerals and water! A mug of Milo of drink
contains these nutrients.
Protein is one of the macronutrients (along with carbohydrate
and fats) that is important to build and repair body tissue.
Milos Market Penetration
Price Milo is 13% premium price
Milo 20g (12pcs) P52.65 (~P4.39/pc)
Milo 26g P7.80
Milo 200g P43.30
Milo 300g P62.00
Milo 600g P121.00
Milo 1,000g P195.80

Milos price is almost at par with Ovaltines
and is about 28% higher than Chocquick
and 11% higher than Rich-O.

VII. Monitoring
Techniques/Action Programs
One of Milos Programs are their
Promos. They also uses TV, radio, prints,
internet/social networks and events.
Through this Programs they can
monitor their popularity of their product.
For example If they have events like fun
run if a lot of people join they can say
that they have their patronizers.

Promos, Events, TVCs, Online Advertising
IX. Budget
Powder chocolate drink consumption
1. As of 2009, estimated population is
92,226,600 --- 35.2% are 0-14 years old
2. Assuming 1/4 of them will drink 1
glass a day (20g/day w/c costs P4.3875)
3. (92,226,600/4) x 35.2% x 4.3875 =35
Billion
B. Controls
According to research, the powdered
chocolate drink market is about P6 Billion
IX. Recommendations:
Since Milo is has the biggest part of the
market share, it should continue its
strong marketing campaign.
They could expand their market by
offering a new flavor to cater its
markets different taste/preference.
They should continue taking advantage
of the events and social networking sites
that help them promote their product.