Individual Writing Assignment

Course: MKT308

Student's full name: Nguyen Khuu Vi

RollNumber: Cs140109

Cần Thơ, 9/25/2020

TABLE OF CONTENTS

i
Nestle Milo is a popular drink formulated by Thomas Mayne. This drink is composed of
milk, chocolate, and malt. Malaysia, Singapore, China are the countries using this
product the most with 90% market share in Malaysia. In Greek mythology there is a
character named Milo with boundless power and that is also the name of this drink with
the metaphorical meaning of the power of the god. In 1994, milo appeared in the
Vietnamese market. Milo is constantly improving products and gaining a firm foothold as
well as supplying milk for many generations of Vietnamese children. Vietnam is a
potential market because the young population density is high and tends to thrive in the
coming time. Nestle Milo constantly researches and develops products to bring quality
and reputable products to customers. In addition, the strong development of technology
as well as the right investment in marketing has created the commitment and trust from
customers. Contributing to making Milo more popular, increasing awareness and many
other positives. With this personal report I would like to analyze their communication
strategy hoping that we can better understand a campaign they are running. clarify the
problems and look for the errors to fix.
Every campaign that companies carry out must have a specific goal to convey the
message they convey to the right audience they are aiming for.Milo has been on the
market for a long time and gradually out of date with powder products. Pha Milo
campaign is as delicious as Y. They launched this campaign to show the importance and
highlights that only in powdered Milo are the autonomy in flavor and recipe, which helps
them save an aging product. 24-year life, increasing sales and efforts from parents. And it
also strengthens one of the issues at this age that parents do not pay too much attention to
letting their children play sports because everyone thinks that learning is still the most
important thing so sports are not in the game. lives of many children. This campaign
changes how parents can empower their children by mixing delicious, nutritious milo
glasses for their children to have ample energy. Milo wants to say that sport teaches
children a lot of life skills such as how to achieve their goals and persistently pursue their
passions and that parents will help you do that. With this campaign, Milo wants children
to play more sports to help people realize the importance of sport to their children's health
and thinking development. delicious milk cups from the milo recipe. Increase parental
commitment to the brand. Parents want their children to be healthy and agile. Milo
helped them realize that and they see Milo as a companion that supports their children in
doing great things in sports and life.
In general, we can easily recognize that milo targets are 6-12 6-12 years old, accounting
for 25.2% of Vietnam's population (according to the 2020 census). Milo's messages all
reminded a lot of the words Dynamic, and the image of children playing sports.These
children often play sports and need a delicious drink high in carbohydrates to energize
their play activities, helping them stay alert during class. Not only that, this campaign
also targets a group of customers that are parents. Although using convenient formula,

[Student Name. Class.I.A.MKT308] 1

the insight of Vietnamese mothers is wanting to make delicious dishes for their children.
This campaign strikes correctly on the mentality of mothers. After considering these
things Milo builds eye-catching and delicious home-made recipes that parents can make
at home. After considering these things Milo builds eye-catching and delicious home-
made recipes that parents can make at home. Milo received attention as well as sympathy
from parents for this brand
. It can be seen that Milo carries out a campaign that hits the mentality of mothers and
students, they choose to express themselves easily understandable and extremely
beautiful. This campaign is planned to carry out by Milo and Ogilvy Vietnam. This
campaign started with a 30-second TVC posted on YouTube and facebook, on its website
milo also dedicated a media section for this campaign including recipes to make delicious
drinks from milo in powder form. Videos also appear on TV and online newspapers, and
Milo makes the most of digital media. Pr articles are also gradually published on the
advantages of powdered milo products and analysis of nutrition when mothers prepare
their children. Web sites that milo focus on such as zing news, women and families,
groups of diapers on Facebook, celebrity moms who shoot videos sharing how to make
milo drinks for their babies.
With this campaign Milo returned its sales momentum over the years, they also won the
APAC EFFIE AWARDS award, all of which prove the success of this milo campaign.
Now let's go over the numbers before and after this campaign is done. Milo is a 22%
increase compared to their goal, which is the number of sales and also a lot of things that
we gain from this campaign. Milo has made a strong comeback for a product line that is
considered out of date today, contrary to the current demand that everyone likes ready-
made milk for convenience and time savings. But now this product has tried to reach
Vietnamese mothers because milo has understood their insight, making them understand
the importance of powdered milk, which is deciding on their own taste and trying to
make love. death. Helping parents to also energize their children. Previously, mothers
often did not care too much about this issue, but after the campaign they really thought
about it more, because before it was not easy to mix a suitable drinking glass with milo
children. To help them do that, the commitment to the mission of energizing for a
dynamic Vietnam is strengthened even more. Children are more excited and want their
mothers to be able to make these things, sales increase, loyalty increases, awareness
increases. These things contribute significantly to the success of the campaign. YouTube
has at least 11 million views on TVC ads. The formulas are divided up to thousands in
groups. Overall this is a effective campaign in terms of sales and awareness, we can
easily see through observation. This is the pride of milo when it comes to resonating that
contributes to making milo even stronger on her way.
There are two good things I learned from this campaign

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1 Analyze products and customers to find out what customers are looking for (find out
customer insights and prove that their products are what customers are looking for):
When milo powdered milk There are signs of going into oblivion, they have planned to
analyze, understand the customer's insight to have all and they have done it. The
partnership with a big agency like ogilvy helps them solve this problem better. Realizing
where its brand is standing and marking for change is something that milo has done so
well to be today.
2 There is a good transition in fast changing market situations like in Vietnam (digital
transformation): in Vietnam digital transformation is fast and milo has foreseen
reasonable campaigns and has high spread. the posts are mostly social media, and they
were right. The impact of most parents on social media and groups is very high and this
campaign with mostly social media touches the customer's hearts.
Milo brings energy to active activities, but the most important ingredient in milo is sugar,
with a sweet and delicious taste like milo will be a daily drink for many children. Its
sweetness makes those who drink extremely enjoy it gives energy, but for overweight
and sedentary children, this is not good at all, too much sugar intake can be one of the
reasons. causes them to gain weight. It is essential to have a combination of slow-
absorbing starches with fast-absorbing milk. and also need to clarify the wind ingredients
of nutritional treatment should also be paid attention, many ingredients say "Đường" 20%
in Vietnamese plus carbohydrates in English 30% so the amount of sugar is up to 50%
without customers. know it.
The conclusion is a successful campaign for milo and also ogilvy as evidenced by the
growth reports as well as the awards they received, the social metrics we can see. This is
a testament to the digital marketing transformation as well as the efficiency it brings to
businesses, when analyzing, I realized a lot of new and old lessons, things learned in the
curriculum and hours. This is known in a particular case. I have understood the saying
that finding insight is that you will have everything, milo has done it and they have
succeeded.

Sincerely thank the teacher for teaching me the knowledge to have the foundation for this writing

Reference articles
https://danso.org/viet-nam/
https://advertisingvietnam.com/2019/05/giai-ma-chien-dich-giup-nestle-milo-lien-tiep-gianh-
chien-thang-tai-apac-effie-awards/
https://bstrategyhub.com/nestle-swot-analysis-2019-swot-analysis-of-nestle/
https://suamilonestle.wordpress.com/2017/12/21/gioi-thieu-sua-milo-cua-netstle/

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https://marketingai.admicro.vn/chien-luoc-marketing-cua-milo-con-duong-tro-thanh-chi-dai-cua-
nganh-fmcg/
https://www.nestlemilo.com.vn/
https://vi.wikipedia.org/wiki/Milo_(%C4%91%E1%BB%93_u%E1%BB%91ng)

[Student Name. Class.I.A.MKT308] 4