Contemporary Marketing Project

NESTLÉ MILO Beverage (Nestle)

Group Members: Hassaan, Ayesha, Mujtaba, Tasmia

Students’ Reg # 2158109, 2158101, 2158112, 2158108

Contemporary Marketing

EMBA-1

23-Jan-2022
 TABLE OF CONTENTS

Contents
1. PRODUCT BRIEF............................................................................................................................... 1
1.1 Product Name ............................................................................................................................... 1
1.2 Value Proposition .......................................................................................................................... 1
1.3 Positioning Statement................................................................................................................... 1
1.4 Mission Statement of the Company ............................................................................................. 1
2. TARGET MAKRET ............................................................................................................................. 2
2.1 Demographics ............................................................................................................................... 2
2.2 Distinguishing Characteristics ....................................................................................................... 2
2.3 Who Influences the Decision ........................................................................................................ 2
2.4 Description Of 20% Of Consumers Who Would Generate 80% Business ..................................... 2
3. PRODUCT......................................................................................................................................... 3
3.1 Core Product ................................................................................................................................. 3
3.2 Actual Product............................................................................................................................... 3
3.3 Augmented Product ...................................................................................................................... 3
4. PROMOTION ................................................................................................................................... 4
4.1 Promotion Strategy ....................................................................................................................... 4
4.2 Promotional Method .................................................................................................................... 4
5. RECOMMENDATIONS...................................................................................................................... 5
5.1 Product .......................................................................................................................................... 5
5.2 Price .............................................................................................................................................. 5
5.3 Place .............................................................................................................................................. 5
5.4 Promotion ..................................................................................................................................... 5
 1. PRODUCT BRIEF

PRODUCT 1
NESTLÉ MILO Beverage
1.1 Product Name

Enhancing quality of life and contributing to a healthier future

1.2 Value Proposition

NESTLÉ MILO is healthy nutritious drink that has the Goodness of

1.3 Positioning Proto malt, Cocoa and B-Vitamins that helps in keeping kids
Statement active throughout the day. But beyond that, MILO also strives to
inspire kids to be all that they can be

Milo is a kids and youth centered brand, expressed with so much

energy and vibrancy, It is basically a sporty and also a health
conscious brand with ingredients used in it.
The product has position itself as an active brand in sports using
strong elements like athletes and sporting personalities in their
packaging.

Our mission is to fill you with energy – not just positive energy
1.4 Mission Statement that gives you the self-belief to perform at your best, but also
of the Company physical energy to help you in sports and also to get through
your increasingly active, busy days (the world’s leading nutrition,
health and Wellness energy drink)
MILO supports drive to succeed and embodies the positive
attitude and values you’ll need to get there so that you can enjoy
the true achievement of reaching your personal best in sports,
and in daily life, it gives you “ENERGY TO GO FURTHER”. Like all
Nestle products, Milo runs with the general company’s mission
which is to become, ‘the world’s leading nutrition, health and
Wellness Company. Their mission of “Good Food, Good Life” is to
provide consumers with the best tasting, most nutritious choices
in a wide range of food and beverage and MILO is perfect
example of nutritious beverage

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 2. TARGET MAKRET

PRODUCT 1
Age:
2.1 MILO can reach different age groups easily. Kids, young people,
Demographics are the most important of these groups. Hence target audience
for NESTLE MILO is 9 years and above.
Gender:
It is not gender specific both male & female gender consumes it.
However in some cultures boys tend to be more into outdoor
games so there is possibility males may make up a bigger
percentage of consumer market.
Income:
MILO is a drink that is perfect for all income levels, as it is very
affordable and most consumers drink the beverage for taste and
choice rather than price
Education:
Any level of education, from a school going individual to a
college level and also university going individuals consume Milo.
Tasty and trusted, Milo energy drink offers essential vitamins
2.2 and minerals to meet the demands of little bodies and minds.
Distinguishing MILO provides the nourishment that makes it ideal as a daily
Characteristics breakfast beverage when the need for Energy is at its high. Made
from natural ingredients like (Malt, Milk, and Coca) and with
vitamins & minerals. This combination of cocoa, milk and malt
through a specific process gives MILO its unique choco-malty
flavor loved by children.
Kids, friends, peers, sports partners
2.3 Who But women usually do groceries and make a large percentage of
Influences the consumer goods transactions annually. Therefore, the major
Decision influence is from women and targeting them with this product
is useful as they are an experienced buying group
responsible for buying most household products. By convincing
them that Milo is good for their families will increase their
potential to buy this product because women prefer to equate
money with what they can do for themselves and those they
love.
Since Milo is a niche leader, It benefits from the huge
2.4 Description distribution leverage of Nestle and Milo’s strategy is to capture
Of 20% Of and dominate the niche market of 3-13 yrs old future champions
Consumers Who although teenagers and adults also consume it but the fare share
Would Generate of sales belong to Kids so its fare to say that Milo’s 20%
80% Business consumers are kids that generate 80% of sales.

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 3. PRODUCT

PRODUCT 1
Nutritious Energy Drink
3.1 Core Product A specific balance of Vitamins, Minerals and Actigen–E help optimize the
release of energy from Proteins, Fats and Carbohydrates. Loaded with
extra cocoa and rich malt, MILO has the irresistible chocolaty taste that
kids love.
Chocolate malt beverage comes in powdered & liquid form.
3.2 Actual Product Available in different packaging like sachet, tin (powder). Tetra pack with
respect to its powdered & liquid form can Tasty and trusted, Milo brand is
the world’s leading chocolate malt beverage that can be prepared with
hot or cold milk or water. It offers essential vitamins and minerals to
meet the nutrition and energy demands of young bodies and minds.
Milo Merchandise (Shirts, Footballs, Cups & Mugs)
3.3 Augmented To facilitate the customers and for promotional purposes, Milo provides
Product consumers with Milo Merchandise like Mugs, Travel Mugs, Cups, gym
bags, footballs etc free of cost.

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 4. PROMOTION

PRODUCT 1
Advertising through TV, Radio, Prints
4.1 Promotion Milo doe
Strategy
Merchandising ,Sponsorship
4.2 Promotional Milo promotes by allocating part of budget for
Method merchandising, providing tea shirts, Mugs, School &
sports bags.
Also Milo provides sponsorships to sports team by
adding their logo’s on their outfits, sports stuff like
footballs and Cricket bats etc

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 5. RECOMMENDATIONS

PRODUCT 1
1. Milo with Plant Based Dairy Alternative or sugar free
5.1 Product 2. Milo with extra protein meant for athletes and gym
enthusiasts.
1. Milo should provide Quantity discount like some
5.2 Price percentage of discounts on cartons
2. To provide premium experience by using packaging, the
price of tins should be on the higher end and
1. Milo should have a huge network of product
5.3 Place transportation throughout the country as it should be
available on Grocer stores, Cash & Carries etc
2. Milo should also be available on different Cafes and
restaurants. Or Nestle should consider to open their Milo
based cafes or Juice Shops.
1. Milo should get involved in Event marketing by
5.4 Promotion sponsoring events like walks and Marathons which would
enhance it s image of getting active
2. Milo should prioritize promotions through public
relations—corporate social responsibility that
incorporates sustainable development. For example a
recycling awareness campaign with an aim to collect as
many cartons & drinks or sending Milo packs to recycling
centers where they are process into poly aluminum panel
boards & roofing tiles.