milo failure

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    Study on the failure of Nestle

    Milo and its Re-launch Strategy

    Presented By:

    Akshaydeep

    Janis King

    Madhu Sasmondal

    Sathi Paul

    Sakshi Gupta

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    Introduction of MiloMilo was originally developed by Thomas Mayne inSydney, Australia in 1934

    Milo drink contains extra nutrient iron, vitamins C andB1

    Milo contains calcium and when added to milk it

    boosts the calcium content of milk by 70%,this helpsfor stronger bones

    In 1996, Nestle launched MILO-Chocolate energyfood drink in South India

    USP: Ready-to-drink Milk based energy health drink(in tetra packs of 250 ml. and glass bottles of 500 ml.)

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    Competitive AnalysisHorlicks

    (GlaxoSmithKline)

    Bournvita

    (cadbury)

    Complan

    (Heinz)

    Boost

    (GlaxoSmithKline)

    Milo

    (Nestle)

    Product

    Portfolio

    Junior Horlicks

    Junior Horlicks 4-5-6

    with growth boosters

    Mothers Horlicks

    Horlicks Lite

    Bournvita

    Bournvita Lil

    champs

    Complan with

    Memory

    Chargers

    Complan

    (Complete

    Planned)

    Boost MILO Strong

    MILO Rich

    Positioning A nutritional supplement

    that positively

    enhances physical and

    mental growth of kids

    Help kids to grow

    faster and enhances

    goodness of

    milk(Calcium)

    Help kids to

    grow taller at

    twice the rate

    Promoted as being

    the only HFD proven

    to increase stamina by

    three times

    Goodness of malted

    barley and rich

    carbohydrates

    energy& taste

    Target

    group

    Kids aged 2-3, 4-6,5-15

    years+ Mothers + Adults

    Children aged2-5, 5-

    15 years

    Children aged

    5-15 years

    Children and adults

    looking for an energy

    drink

    Kids aging from 5-

    19

    Tagline Taller, Stronger and

    Sharper

    Proven for making kids

    taller, stronger and

    sharper

    Tayyari jeet ki

    (preparing to win)

    Extra growing

    power with

    Complan

    Boost is the secret of

    winning energy

    Bring out the

    champion in you

    Share 51% 16.2% 13.9% 12% N/A

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    BCG Matrix

    Star

    Maggi noodles

    Ceralac

    Question mark

    Maggie soup

    Nestle Butter

    Everyday milkpowder

    Cow

    KitKat

    Maggi Sauce

    Dog

    Nestle Dahi

    Munch Nestea

    MILO

    Market share

    MarketGrowth

    H

    L

    H L

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    PLC Curve For Milo

    MILO

    In 1996 In 2009

    In 2010, they relaunch Milo for the Common Wealth Games with sportsperson

    2005

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    Customer based Brand Equity

    Pyramid

    http://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-

    drop-brand/article1055087.ece

    http://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ece
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    Perception mapping of different

    Health DrinkTaste Good

    Exciting

    (Flavors)

    Boring

    Taste Bad

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    Recommendation

    When Milo was launched it acquired a large

    market share therefore it should have

    continued with its strong marketing campaign

    More investment in the product couldincrease the sales

    Bundling the product with the other best

    selling products of Nestle Use networking sites to promote their brand

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    Videos

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