relaunch nestle milo

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  • 1. INTRODUCTION TASTE WITH BENEFITS
  • 2. 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.
  • 3. HISTORY 1934 1936 1939 1945 Developed by Thomas Mayne sponsored the OLYMPICS games MILO was launched in South Africa Started spreading in other countries
  • 4. 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.
  • 5. BCG MODELMarketGrowth 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 CLAIR NESCAFE SUNRISE D o g NESTLE RAITA NESTLE FRUITY YOGURT NESTLE ACTIPLUS PROBIOTIC DAHI Relative Market Share
  • 6. 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
  • 7. WEAKNESS TOO MUCH COMPETITION TIGHT MARKET TO PENETRATE STUBBORN MINDSET OF CONSUMERS
  • 8. OPPORTUNITIES PRODUCT LINE MULTIPLE USAGE OF PRODUCT PESTER POWER
  • 9. THREATS AGGRESSIVE MARKETING BY COMPETITORS HUGE MARKET HOLD OF THE RIVALS
  • 10. Market study FINDINGS AND OBSERVATIONS TASTE/FLA VOR 95% APPEARAN CE 5% TEXTURE 0% ENERGY 0% LIKELINESSPREFERENCE BOURVITA HORLICKS BOOST COMPLAIN ANY OTHER
  • 11. BRAND EXTENSION SNACK BAR MILKSHAKE CAN STICKS ICECREAM
  • 12. SEGMENTATION GEOGRAPHIC MUMBAI DELHI KOLKATA CHENNAI DEMOGRAPHIC KIDS TEENAGERS FAMILIES WORKING CLASS PSYCHOGRAPHIC SOCIAL CLASS LIFE STAGE BEHAVIOURAL KNOWLEDGE ATTITUDE
  • 13. 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, sportsmen Above 12
  • 14. POSITIONING Globally Recognised Brand Extension SWISS Chocolate taste Actigen-e and Protomalt Introducing Taglines for every product....
  • 15. POSITIONING MILO Strong - Its Time for my MILO MILO RICH - Enrich your Day MILO Snack Bar I Win Pack!! MILO Can Sip Healthy Sip Tasty.
  • 16. 4Ps OF MARKETING PRODUCT What are we selling? PRICE How much are we selling it for? PROMOTION How will we let people know we are selling it? PLACE Where and how will we sell it?
  • 17. PRODUCTS Its Time for my MILO
  • 18. PRODUCTS Enrich your Day
  • 19. PRODUCTS I Win Pack!!
  • 20. PRODUCTS Sip Healthy Sip Tasty.
  • 21. FUTURE PROSPECTS MILO Ice cream MILO Sandwich Cookies MILO Cereals
  • 22. PRODUCT NUTRITION PRODUCT PACKAGING ACTIGEN-e 8 vitamins + 4 minerals PROTOMALT Vitamin B vitamin C Calcium Glucose Food safety Avoids wastage Maintains freshness Providing meaningful information Recycling and dispose
  • 23. 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
  • 24. 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, tees, 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
  • 25. PRICING MILO Product Qty Package Price MILO Strong 200gm Bottle 95/-** 500gm Bottle Pouch 185/-** 180/-** 1 kg Bottle Pouch 333/-** 318/-** MILO Rich 200gm Bottle Pouch 118/-** 108/-** 500gm Bottle Pouch 228/-** 218/-** Rival Product Qty Package Price Bournvita 200gm Bottle 90/- Horlicks 200gm Bottle 90/- Bournvita 500gm Bottle Pouch 185/- 178/- Horlicks 500gm Bottle Pouch 182/- 175/- Bournvita 1 kg Bottle Pouch 335/- 315/- Horlicks 1 kg Bottle Pouch 350/- 340/- NO COMPETITION
  • 26. MILO Product Qty Packag e Price MILO Rich 1 kg Bottle Pouch 412/-** 404/-** MILO Can 220ml 180ml Can 28/-** 18/-** MILO Snackbar 100gm Pack of 1 20/-** Rival Product Qty Package Price NO COMPETITION Amul Kool 220ml 180ml Can 25/- Snickers 54gm Pack of 1 30/- **- All our product contain SWISS chocolate. **- Prices subject to change as per company policy.
  • 27. DISTRIBUTION CHANNEL Consumer Primary Distributor Sub Distributer Retailer Super stockist & Base Stockist Warehouse Manufacturing Unit (factory)
  • 28. ADVERTISING BUDGET DESCRIPTION RADIOCampaign Cost:9-11lakhs NEWSPAPERS&MAGAZINE Cost : 59 LAKH TELEVISION NationalCommercialChannelsfor45days Cost:10-12crore OTHERPRINTMEDIA Cost: 20Lakh E-Advertising Cost: 7 lakh
  • 29. 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
  • 30. 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.
  • 31. 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.
  • 32. E-Advertising Putting an ad online like Facebook , Twitter,Flipkart, etc would approximately cost for 1 month 5-6 lakhs.
  • 33. OTHER MEDIA Billboards ad : Rs. 20 Lakhs approx for hoardings in metropolitan cities. Mumbai Rs 10 lakhs and other cities Rs10 lakhs.
  • 34. EXECUTIVE OVERVIEW At 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 products and promise and convert buzz into revenue. In that sense Nestls MILO launch is perhaps the most sensitive step in achieving for the growth.
  • 35. LAUNCHED BY: SONY MATHEWS- 68 SUDIPTO HIZLI- 70 TANAY SHAH- 73 SHARON PANGETH-64 SHIVANGI TALATI- 66 THANK YOU