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Relaunching of brand Milo

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In this presentation we have re launched the brand milo with 4ps and others marketing techniques.

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Relaunching of brand Milo

  1. 1. INTRODUCTION “HEALTH WITH BENEFITS”
  2. 2. 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
  3. 3. Market study FINDINGS AND OBSERVATIONS LIKELINESS PREFERENCE APPEARAN CE 5% BOURVITA TEXTURE 0% ENERGY 0% HORLICKS BOOST COMPLAIN ANY OTHER TASTE/FLA VOR 95%
  4. 4. BRAND EXTENSION SNACK BAR MILKSHAKE CAN STICKS ICECREAM
  5. 5. SEGMENTATION GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC •MUMBAI •DELHI •KOLKATA •CHENNAI •KIDS •TEENAGERS •FAMILIES •WORKING CLASS •SOCIAL CLASS •LIFE STAGE BEHAVIOURAL
  6. 6. 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
  7. 7. 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
  8. 8. 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?
  9. 9. PRODUCTS “It’s Time for my MILO”
  10. 10. PRODUCTS “Enrich your Day”
  11. 11. PRODUCTS “I Win Pack!!”
  12. 12. PRODUCTS “Sip Healthy Sip Tasty”.
  13. 13. FUTURE PROSPECTS MILO Ice cream MILO Sandwich Cookies MILO Cereals
  14. 14. 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
  15. 15. 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.
  16. 16. 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
  17. 17. PRICING MILO Product Qty Package Price Rival Product Qty Package Price MILO Strong 200gm Bottle 95/-** 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/- 500gm 1 kg MILO Rich Bottle Pouch 185/-** 180/-** Bottle Pouch 333/-** 318/-** 200gm Bottle Pouch 118/-** 108/-** 500gm Bottle Pouch 228/-** 218/-** NO COMPETITION
  18. 18. MILO Product Qty Packag e Price Rival Product Qty MILO Rich 1 kg Bottle Pouch 412/-** 404/-** NO COMPETITION MILO Can 220ml 180ml Can 28/-** 18/-** Amul Kool 220ml 180ml Can 25/- MILO Snackbar 100gm Pack of 1 20/-** Snickers 54gm Pack of 1 30/- **- All our product contain SWISS chocolate. **- Prices subject to change as per company policy. Package Price
  19. 19. DISTRIBUTION CHANNEL Manufacturing Unit (factory) Warehouse Super stockist & Base Stockist Primary Distributor Sub Distributer Retailer Consumer
  20. 20. ADVERTISING BUDGET DESCRIPTION RADIOCampaign Cost:9-11lakhs NEWSPAPERS& MAGAZINE Cost : 60 lakhs TELEVISION NationalCommercialChannelsfor45days Cost:10-12crores OTHERPRINT MEDIA Cost: 1.4 Lakh E-Advertising Cost: 5-6 lakh
  21. 21. 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.
  22. 22. LAUNCHED BY: SONY MATHEWS- 68 SUDIPTO HIZLI- 70 TANAY SHAH- 73 Rahul Jain-64 Jayesh Porwal -66

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