relaunch nestle milo

INTRODUCTION

“TASTE WITH BENEFITS”

SUMMARY OF NESTLE LTD.• Founded in 1866 by Henri Nestle, switzerland.• Mission - “Good Food, Good Life”• Nestle India is a subsidiary of Nestle S.A of Switzerland, With

7 factories and a large number of co-packers, Nestle India is a vibrant company.

• Nestle India has its presence in Milk & Nutrition, Beverages, Prepared dishes & Cooking aids, Chocolate and Confectionery Segment.

• Nestle India manufactures products under the brand names of NESCAFE, MAGGI, NIDO, NESTEA, KITKAT, NESPRESSO and many more.

HISTORY 1934 193

6 1939

1945

Developed by Thomas Mayne

sponsored the OLYMPICS games

MILO was launched in South Africa

Started spreading in other countries

ORIENTATION OF COMPANY• Focus on product quality & provide finest

product.• Enhance product reliability.• Developing high quality products which must

be sold at right price.• Use of tools like product research, product

testing and product focus effectively.

BCG MODELMarke

t Growth

Star ALPINO NESTLE a+ MILKMAID NESLAC EVERYDAY NESCAFE GOLD NESCAFE CAPPUCCINO

? ? ? MILO MILKMAID-creations NESTEA MAGGI SOUP

C a s h C o w MAGGI NODDLE MAGGI SAUCE KIT KAT MUNCH POLO MILKYBAR ÉCLAIR NESCAFE SUNRISE

D o g NESTLE RAITA NESTLE FRUITY YOGURT NESTLE ACTIPLUS PROBIOTIC DAHI

Relative Market Share

SWOT

STRENGTHS

• HIGH NUTRIENT INTAKE• UNIQUE SELLING POINTS• VALUE FOR MONEY• HIGH BRAND VALUE• HIGH BRAND GOODWILL• STRONG MONETARY BACKUP• GLOBALLY RECONGNISED BRAND• A NESTLE INITIATIVE

WEAKNESS• TOO MUCH COMPETITION• TIGHT MARKET TO PENETRATE• STUBBORN MINDSET OF CONSUMERS

OPPORTUNITIES• PRODUCT LINE• MULTIPLE USAGE OF PRODUCT• PESTER POWER

THREATS• AGGRESSIVE MARKETING BY COMPETITORS• HUGE MARKET HOLD OF THE RIVALS

Market studyFINDINGS AND OBSERVATIONS

TASTE/FLAVOR95%

APPEARANCE5%

LIKELINESSPREFERENCE

BOURVITAHORLICKSBOOSTCOMPLAINANY OTHER

BRAND EXTENSION

SNACK BARMILKSHAKE CANSTICKSICECREAM

SEGMENTATION

GEOGRAPHIC

•MUMBAI•DELHI•KOLKATA•CHENNAI

DEMOGRAPHIC

•KIDS•TEENAGERS•FAMILIES•WORKING CLASS

PSYCHOGRAPHIC

•SOCIAL CLASS•LIFE STAGE

BEHAVIOURAL

•KNOWLEDGE•ATTITUDE

TARGETING PRODUCT

MILO strong

MILO rich

MILO snack bar

MILO can

TARGET AUDIENCE

Kids aging from 5-19 & all chocolate lovers

Health Conscious , dry fruit & white chocolate lovers irrespective of any age group

Kids, office goers, sportsmenAbove 12

POSITIONING• Globally Recognised• Brand Extension• SWISS Chocolate taste• Actigen-e and Protomalt

Introducing Taglines for every product....

POSITIONINGMILO Strong - “It’s Time for my MILO”

MILO RICH - “Enrich your Day”

MILO Snack Bar – “I Win Pack!!”

MILO Can – “Sip Healthy Sip Tasty”.

4Ps OF MARKETING

PRODUCTWhat are we

selling?

PRICEHow much are

we selling it for?

PROMOTIONHow will we let

people know we are selling

it?

PLACEWhere and how will we

sell it?

PRODUCTS

“It’s Time for my MILO”

Available:200gm500gm1kgRefill pouches

PRODUCTS

“Enrich your Day”

Available:200gm500gm1kgRefill pouches

PRODUCTS

“I Win Pack!!”

Available:Pack of 6- 100gm eachSingle bar

PRODUCTS

“Sip Healthy Sip Tasty”.

Available:220ml can180ml can

FUTURE PROSPECTS

MILO Ice cream MILO Sandwich Cookies

MILO Cereals

PRODUCT NUTRITION

PRODUCT PACKAGING ACTIGEN-e

8 vitamins + 4 minerals

PROTOMALTVitamin Bvitamin CCalciumGlucose

• Food safety

• Avoids wastage

• Maintains freshness

• Providing meaningful information

•Recycling and dispose

PLACE•Malls,Stations,Theatres, Corporate Canteens, Supermarkets,College Campuses, near Playgrounds,Schools Bus stops Cafe's.Mumbai•Railway Stations, Cafe's, Malls, schools and colleges, Bus stations. Kolkata•Colleges, Malls, Super markets Corporate canteens, bus stops, Cafe's.Delhi•Malls, Super stores, Bus stops, Educational Institutes, Office canteens, Cafe's.Pune•Malls, Railway Stations, Colleges and Institutes Cafe's.Chennai•Malls, Educational Institutes, Office Canteen, Bus stops.Bengaluru•.Railway Stations , Malls , Schools , Cafe's.Ahemdabad

PROMOTION•1 cup or jar free on 1kg Milo strong or rich pack.•Free Hercules cartoon action with Milo strong.•Get offers if you buy 6cans of Milo strong•Provide large pack benefits.•Free Milo sachet with kids comics & magazine or newspaper as samples.•Visit schools and colleges and advertise Milo strong and snack bar( Campaign) • free sampling.•Organizing sports competitions in school. •Free sports gears•Winners of scratch card contest will win sports accessories such as caps, tee’s, and wrist bands.•Launching an ad campaign in association with the movie KRRISH3.•Marketing the brand by collaborating with cafes like cafe coffee day and barista

PRICINGMILO Product

Qty Package Price

MILO Strong

200gm Bottle 95/-**

500gm BottlePouch

185/-**180/-**

1 kg BottlePouch

333/-**318/-**

MILO Rich

200gm BottlePouch

118/-**108/-**

500gm BottlePouch

228/-**218/-**

Rival Product

Qty Package Price

Bournvita 200gm Bottle 90/-

Horlicks 200gm Bottle 90/-

Bournvita 500gm BottlePouch

185/-178/-

Horlicks 500gm BottlePouch

182/-175/-

Bournvita 1 kg BottlePouch

335/-315/-

Horlicks 1 kg BottlePouch

350/-340/-

NO COMPETITION

MILO Product

Qty Package

Price

MILO Rich 1 kg BottlePouch

412/-**404/-**

MILO Can 220ml180ml

Can 28/-**18/-**

MILO Snackbar

100gm Pack of 1

20/-**

Rival Product

Qty Package Price

NO COMPETITION

Amul Kool

220ml180ml

Can 25/-

Snickers 54gm Pack of 1

30/-

**- All our product contain SWISS chocolate. **- Prices subject to change as per company policy.

DISTRIBUTION CHANNEL

ADVERTISING BUDGET DESCRIPTION

RADIO CampaignCost: 9-11lakhs

NEWSPAPERS & MAGAZINECost : 59 LAKH

E-AdvertisingCost: 7 lakh

JWT

RADIO CAMPAIGN

• Duration – 20sec ad for 2 weeks• Tariff- 9-11 lacs for 10 sec ad for 2 weeks• Cost : 20 lacs approx• Time Slot : 11:00 am to 3:00pm & 9:00 pm to

10:00pm

NEWSPAPERS & MAGAZINE• TOI Front Page Cost:- 8 lakh on the day of launch• TOI half of 3rd page for 3 days each for 4 weeks Cost @ 3 lakh/day- 36

lakh• Regional Newspapers Front half page for 1 week- 12.6 lakhs • Advertisement of Product MILO Strong- Comics, & Children Magazines• Advertisement of Product MILO Rich- Lifestyles Magazines• Advertisement of Product MILO Snack Bar- Sports & News Magazines • Advertisement of Product MILO CAN- Entertainment and Youth

Magazines , Fashion Magazines.• Approximate Cost of Placing ads in Monthly Magazines- Insertion Cost

of ad varies from 50000 to 1 lakh depending upon the readers subscription. 2.5 – 2.8 lakh monthly.

TELEVISION

• Leading National Commercial channels : • Star Plus, Star sports, ABP News.• Sony, Set Max, Sony Sports.• Zee Tv, Zee News• Colours , Cartoon Network, POGO• For 45 days • Frequency: every 45 min • Cost 10-12 crores.

E-Advertising

Putting an ad online like Facebook , Twitter,Flipkart, etc would approximately cost for 1 month 5-6 lakhs.

OTHER MEDIA

• Billboards ad : Rs. 20 Lakhs approx for hoardings in

metropolitan cities.Mumbai – Rs 10 lakhs and other cities Rs10

lakhs.

EXECUTIVE OVERVIEWAt the core of a new product launch pays a fundamental point of tension between how business and market behave.

Although Nestle relies on new product launch to increase customer relationship and boost revenue, market is more likely that not to reject new offerings.

Regardless of how innovative or break through MILO be, to deliver revenue for Nestle, the launch focuses on communicating the product’s and promise and convert buzz into revenue.

In that sense Nestlé’s MILO launch is perhaps the most sensitive step in achieving for the growth.

LAUNCHED BY:SONY MATHEWS- 68

SUDIPTO HIZLI- 70

TANAY SHAH- 73

SHARON PANGETH-64

SHIVANGI TALATI- 66

THANK YOU