3. BCG MODEL
?
Market Growth
Star
a
s
h
C
MAGGI NODDLE
MAGGI SAUCE
KIT KAT
MUNCH
POLO
MILKYBAR
ÉCLAIR
NESCAFE SUNRISE
?
MILO
MILKMAID-creations
NESTEA
MAGGI SOUP
ALPINO
NESTLE a+
MILKMAID
NESLAC
EVERYDAY
NESCAFE GOLD
NESCAFE CAPPUCCINO
C
?
o
w
Relative Market Share
D
o
NESTLE RAITA
NESTLE FRUITY YOGURT
NESTLE ACTIPLUS PROBIOTIC DAHI
BARONE
g
4. Market study
FINDINGS AND OBSERVATIONS
LIKELINESS
PREFERENCE
APPEARAN
CE
5%
BOURVITA
TEXTURE
0%
ENERGY
0%
HORLICKS
BOOST
COMPLAIN
ANY OTHER
TASTE/FLA
VOR
95%
7. 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
8. POSITIONING
MILO Strong - “It’s Time for my MILO”
MILO RICH - “Enrich your Day”
MILO Snack Bar – “I Win Pack!!”
Tasty”.
MILO Can – “Sip Healthy Sip
9. 4Ps OF MARKETING
PRODUCT
What are we
selling?
PRICE
How much are
we selling it
for?
PLACE
Where and
how will we
sell it?
PROMOTION
How will we let
people know
we are selling
it?
15. PRODUCT NUTRITION
ACTIGEN-e
8 vitamins
+
4 minerals
PROTOMALT
Vitamin B
vitamin C
Calcium
Glucose
PRODUCT PACKAGING
•Food safety
•Avoids wastage
•Maintains freshness
•Providing meaningful
information
•Recycling and dispose
16. PLACE
Mumbai
Kolkata
• Malls,Stations,Theatres, Corporate Canteens, Supermarkets,College
Campuses, near Playgrounds,Schools Bus stops Cafe's.
• Railway Stations, Cafe's, Malls, schools and colleges, Bus stations.
Delhi
• Colleges, Malls, Super markets Corporate canteens, bus
stops, Cafe's.
Pune
• Malls, Super stores, Bus stops, Educational Institutes, Office
canteens, Cafe's.
Chennai
Bengaluru
Ahemdabad
• Malls, Railway Stations, Colleges and Institutes Cafe's.
• Malls, Educational Institutes, Office Canteen, Bus stops.
• .Railway Stations , Malls , Schools , Cafe's.
17. 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,
tee’s, and wrist bands.
•Marketing the brand by collaborating with cafes like Bru world cafe, cafe
coffee day and barista
22. 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
product’s and promise and convert buzz into revenue.
In that sense Nestlé’s MILO launch is perhaps the most sensitive step
in achieving for the growth.