PowerPoint Presentation

Marketing Plan for MILO

Ma. Annellie LaynesYu 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 productTo differentiate Milo from other energy drinks through proper advertisement andpromotionTo 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 SituationA. Milo is a niche leaderMilos 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 championsDemographics (3 13 years old, M/F, ABC, single)Lifestyle (study, plays sports, into competitions, interested in an active lifestyle)Behavior (20g, at least once a day, daily, strong, healthy)Future champions

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 Milohealthier mind and body, active lifestyle, become future champions, B. Why Selected?

I am complete when I have succeeded and become a champion in my lifeI am proud when I accomplish thingsI need to belongI need a nutritious drink IV. SWOT Analysis1. Strengths : Brand itselfProduct QualityFocusing only on chocolate energy food drinkUnique 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 moneyWidely availableStrong association with children and sports7 IV. SWOT Analysis3. 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

8 IV. SWOT Analysis2. Weaknesses : Not enough diversity in flavorsNot enough investment in Milo Packaging (design of tin + labeling)9 IV. SWOT Analysis4. Threats : Milo has many formidable competitorsDirect: Ovaltine, Chocquick, Rich-O 3-in-1, Sustagen Chocolate Indirect: Ready-To-Drink chocolate, milk (powdered & fresh), energy drinksCompetitors (hot chocolate, energy drinks)Well known successful brands as competitorsCompetitors could use aggressive marketing tactics cut prices/increase promotionCompetitors bring out similar productsCompetitors have diversity in packaging (bottles, pouches, cans, etc10 V. A. ObjectivesMilo 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 DesignMilos 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-1Only comes in chocolate flavorIt is available in 6 sizes 20g, 26g, 200g, 300g, 600g, and 1,000g

Milos Product FeaturesRight 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 PenetrationPrice Milo is 13% premium priceMilo 20g (12pcs) P52.65 (~P4.39/pc)Milo 26g P7.80Milo 200g P43.30Milo 300g P62.00Milo 600g P121.00Milo 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 ProgramsOne 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. BudgetPowder chocolate drink consumption1. As of 2009, estimated population is 92,226,600 --- 35.2% are 0-14 years old2. 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. ControlsAccording 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.