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Milo product repositioning

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					MILO



 SUBMITTED TO : Mr. Rohit Vyas

 SUBMITTED BY: Amit Gelhot
               INDEX
•   HISTORY
•   MISSION & VISION
•   OBJECTIVE
•   METHODOLOGY
•   COMPETITOR
•   REPOSITIONING
•   STRATEGY
•   LAUNCH
•   MARKET PLAN
•   SUMMARY
                 HISTORY
• In the 1860s Henri Nestlé, a pharmacist, developed
  a food for babies

• Today Nestlé is the world's largest food and
  beverages company, with more than 470 factories
  around the world and sales of over 85 billion.

• 1934:
   – Thomas Mayne developed Milo and launched it
     at the Sydney Royal Easter Show
   – Milo began production at the plant located in
     Smithtown, near Kempsey, New South Wales,
     Australia
        MISSION & VISION

• To grow through innovation and renovation

• Long term potential will never be sacrificed
  for short term performance

• Deliver the best and most relevant products
                OBJECTIVES
• To gain volumes in the brown liquid market
• To make MILO different kind of energy drink
• To define and claim ownership of the “School
  Going children
• To make MILO a fun and healthy drink for every
  age
• To get 90% worldwide consumption of milo
METHODOLOGY
       METHODOLOGY

• CAMMIS

• BCG MODEL

• SWOT ANALYSIS WITH SLEPT
BCG MODEL

•Pure Life
Water             •Culinary
•Confectionerie   Products




•Milk Products
                  •Chocolate
•Coffee
                  Drinks
•Dietetic &
                  •Fruit Drinks
Infant foods
         SWOT ANALYSIS
STRENGTHS

 Economical
 Strong brand name

WEAKNESS

 Communication is weak
 Lack of Awareness
        SWOT ANALYSIS
OPPORTUNTIES

 Growth possibilities in different zones.
 Increase in product line

THREATS

 Segments are being shared by competitors
 Price war
 Strong competition
       SLEPT WITH SWOT

• Support school and colleges in sports

• Authorized by Olympic committee for
  awarding certificate of merit
          MILO CONTAINS
•   Malt extract
•   Nonfat milk
•   Sugar
•   Corn syrup
•   Coco with alkali
•   Calcium phosphate
•   Magnesium
•   Iron
•   Vitamin B6 and vitamin B12
             COMPETITORS
• BOURNVITA :
 Hygienically manufactured containers
 Less labor and transportation costs
 Attractive jars and packing
             COMPETITORS
• HORLICKS :
 Capture the magic through repositioning time to
  time
 Providing a clear platform for innovation
 Specially formulate product for different age &
  sex
             COMPETITORS
• BOOST :
 High level promotion strategy
 Balance of vitamins & minerals
 Strong branding
            MARKET SHARES


                   2%
             12%

                              32%

15%

                                    Bourn vita
                                    Horlicks
                                    Boost
                                    Maltova

      17%                           Milo
                                    Others
                        22%
                Repositioning
• Add fruits flavour

• Dry fruit powder

• Calorie free sugar

• Aloe Vera powder added

• Reduce quantity of
  strong pharmacists powder
             NEW STRATEGY

• Change white malted to the brown segment

• Give pouch facilities of 250 & 500 gm
  instead of its current cardboard

• Give new name with new feature :
          “NESQUICK MILO”
BUSINESS LEVEL STRATEGY
 THAT WOULD BE TAKEN
• PRODUCT DIFFERENTIATION
  STRATEGY




• CUSTOMER ORIENTED
MARKET PLAN
              MARKET PLAN
•   PRODUCT :
1)Branding strategies changed
2)Product support service
 Canopies for customer satisfaction
 New flavour and attractive packing


•   PRICE :
1) Product line pricing
2) Economical price
             MARKET PLAN
•    PLACE :
1) Two – level distribution
2) Target worldwide


•    PROMOTION :
1)   Milo quiz contest
2)   Display strategy adopted
3)   Branding through child star
4)   Multimedia advertising campaign
                   LAUNCH
• For launch, we would like to use famous
  child artist “Darsheel Safari” and a slogan
  we would also use for new name




        A QUICK START OF A DAY NEED
             WITH NESQUICK MILO
THANK YOU

				
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posted:4/7/2010
language:English
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