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Milo was originally developed in Australia in 1934 and launched in India in 1996 as a ready-to-drink milk-based energy and health drink. However, Milo failed to gain market share in India due to intense competition from similar drinks like Bournvita and Horlicks, as well as issues with Nestle's distribution strategy and lack of attractive promotion campaigns. In 2010, Nestle re-launched Milo in India for the Commonwealth Games by sponsoring athletes, but Milo still struggled due to dropping sales despite discounts and aggressive marketing. The document analyzes Milo's product portfolio, competitors, market share, and recommendations for improving its performance in India.
Milo was originally developed in Australia in 1934 and launched in India in 1996 as a ready-to-drink milk-based energy and health drink. However, Milo failed to gain market share in India due to intense competition from similar drinks like Bournvita and Horlicks, as well as issues with Nestle's distribution strategy and lack of attractive promotion campaigns. In 2010, Nestle re-launched Milo in India for the Commonwealth Games by sponsoring athletes, but Milo still struggled due to dropping sales despite discounts and aggressive marketing. The document analyzes Milo's product portfolio, competitors, market share, and recommendations for improving its performance in India.
Milo was originally developed in Australia in 1934 and launched in India in 1996 as a ready-to-drink milk-based energy and health drink. However, Milo failed to gain market share in India due to intense competition from similar drinks like Bournvita and Horlicks, as well as issues with Nestle's distribution strategy and lack of attractive promotion campaigns. In 2010, Nestle re-launched Milo in India for the Commonwealth Games by sponsoring athletes, but Milo still struggled due to dropping sales despite discounts and aggressive marketing. The document analyzes Milo's product portfolio, competitors, market share, and recommendations for improving its performance in India.
Presented By: Akshaydeep Janis King Madhu Sasmondal Sathi Paul Sakshi Gupta Introduction of Milo Milo was originally developed by Thomas Mayne in Sydney, Australia in 1934 Milo drink contains extra nutrient iron, vitamins C and B1 Milo contains calcium and when added to milk it boosts the calcium content of milk by 70%,this helps for stronger bones In 1996, Nestle launched MILO-Chocolate energy food 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.)
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 BCG Matrix Star Maggi noodles Ceralac Question mark Maggie soup Nestle Butter Everyday milk powder Cow KitKat Maggi Sauce
Dog Nestle Dahi Munch Nestea
MILO Market share M a r k e t
G r o w t h
H L H L PLC Curve For Milo MILO In 1996 In 2009 In 2010, they relaunch Milo for the Common Wealth Games with sportsperson 2005 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 Perception mapping of different Health Drink Taste Good Exciting (Flavors) Boring Taste Bad Reasons why MILO failed in India Intense completion by other beverages like Bournvita, Horlicks and Complan Milo was discontinued due to dropping sales in spite of heavy discounts and aggressive sales push The distribution strategy and the supply chain used by Nestle is not so wide Promotion campaigns were not attractive
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 could increase the sales Bundling the product with the other best selling products of Nestle Use networking sites to promote their brand Videos