Milo Relaunch

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relaunching Milo campaignKedarnath TadkodSandip Janee

Transcript of Milo Relaunch

  • 1. Relaunchof Nestle MILO
    Assignment on BRAND STRATEGY
    Prof. SameerAasht
    KedarnathTadkod: 013
    SandipJanee: 065
    Batch 2010 (PR)

2. About Nestle SA, Switzerland
Nestle SA is a company engaged in the nutrition, health and wellness sectors. It is the holding company of the Nestle Group, which comprises subsidiaries, associated companies and joint ventures throughout the world.
It has such business units as Food and Beverage, Nestle Waters and Nestle Nutrition.
It divides its products into nine categories:
Prepared dishes and cooking aids
Beverages, Confectionery
Ice cream
Water
PetCare
Milk products
Nutrition
Pharma
Nestl India is a subsidiary ofNestl S.A.
3. Health Drink Market in India
Rs 1,900-crore health foods drink market, split between white and brown segments
Growing at 7-8 percent since 2007
Competitors in the segment include:
GlaxoSmithKline Consumer Healthcare (GSK) which owns the brands Horlicks, Boost, Viva and Maltova
Cadbury's Bournvita
Nestle Milo
Heinzs Complan
4. The Problem for MILO in India
The market leaders in the malted foods category overall are Horlicks, Bourvita and Complan, in that order
Dropping sales force Nestle to stop production of energy drink Milo
Sales have not picked up despite heavy discounting and aggressive sales push
MILO had to be discontinued in the Indian market since June 2009
5. MILO Print ads
6. MILO TVCs
7. Present MILO website
8. Competitors Print ads
9. Competitors TVCs
10. RelaunchingMILOPro: The New Strategy
Positioning:
Malt based Energy Health Drink for Sportspersons & Athletes
Different types for different age groups and sports groups
Various flavors ( chocolate, banana and strawberry)

  • Also available as ready-to-drink Milk based Energy health drink (in tetrapacks of 250 ml., and glass bottles of 500 ml.)