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Nestle MILO

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by

Jia xuan Tan

on 13 November 2016

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Transcript of Nestle MILO

MILO
Presented By:
Cheong Qi Yun
Soong Jia Wei
Tan Jen Nee
Tan Jia Xuan
Wong Siu Hui

Background Info: Nestlé
>> Swiss Multinational Nutritional Snack Food


Research Methodology

Survey
Site visits

>> World's Leading Nutrition, Health and Wellness Company


>> Extensive Line of Products



Internal: Nestle / Milo Official Website
External: Online articles
MARKETING MIX
Product
Price
Place
Promotion
PROMOTION
>> Differential Advantage over Competitors
* High Product Quality
* Low Prices
* Nutrition
Market Segmentation
>> Creates More Fine-Tuned Products

>> Select Best Distribution & Communication
Channels
Segmentation:
>> Age
* Children

>> Gender
* Mostly females who do convenience products shopping for families

>> Occupation
* Jobs that require much energy
Eg. Sportsmen and manual labourers
Segmentation:
>> Lifestyle
* Active & Healthy Lifestyle


>> Personality
* Outdoor Lifestyle & Involved in Sports
Promotional Approach

Manufacturer Wholesaler

Consumer Retailer


Product Advertising
>> Reminder
* Reinforce Product Knowledge
Type of Media Used:

Television
>> Commercials

* Includes Goodness of its Ingredients
* Children & Young Athletes used to Portray Message

* Reaches Out to Wider Audience

* Increases Product Awareness and Purchases
Outdoor
>> Sponsorship
>> MILO Boards & Banners at Event Venues
>> MILO Vans
>> MILO Mascots
Internet
Nestle Website
Print Media
>> Newspapers & Magazines
>> Sports & Children Section
>> Celebrity Endorsements on Packaging
>> Posters in Stores
Consumer-Oriented
>> Premiums
>> Point-of-Purchase Displays
>> Deals
PRODUCTS
Main Target Audience

Young Athletes & Children Aged 7-12
Secondary Audience

Mothers
Milo Beverages
Milo Cereal
Milo Energy Bar
Milo Nuggets
Milo Ice-Cream
Product Life Cycle
>> Sales Increase at Decreasing Rate
Branding Strategy
Multi-Product

>> Milo Beverage
* Milo 3-in-1
* Milo Less Sugar
* Milo Easy Cool
Managing PLC
>> Modifying Product
* Packaging (to improve product appearance)
* Give a sense of revised product to consumers
>> Finding New Customer
>> Targets Elderly with Recent Product
>> Increase Product Use
* MILO Cereal
* MILO Ice-cream
>> Create New Use Situation
* MILO Easy Cool
>> React to Competitors' Position
* MILO 3-in-1 is low in fat to compete with competitors' similar products
>> Catching Rising Trend
* MILO Less Sugar for consumers that are health conscious
>> Changing the Value Offered
Packaging & Labeling
>> Relatively Higher than Competitors
>> Mainly targeting at middle & lower-middle class of consumers
Pricing Approach:
Demand-Oriented
>> Penetration pricing
* Relatively Low Prices for MILO Products
* Appeal to Mass Market
>> Higher Quality of Products
Dynamic Pricing
>> Polycentric Pricing Policy
* Establish Suitable Prices Under Different Circumstances
* Be More sensitive to Needs & Expectations of Market
Quantity Discounts
Factors Affecting
MILO Prices
Increase in MILO prices
Good Quality Raw Materials (eg. Cocoa)
Increase Prices from Supplier
Increase in Cost of Production
Promotional Costs
Advertising through Different Mediums
Toll on MILO's Marketing Costs
Prices of MILO Products to Cover Promotion Costs
Place
>> Easily Available
* Supermarkets
* Convenience Stores
* Market Stalls
>> Transactional & Collection Methods
* Cash and credit
* Pick-ups by customers
* Online purchases
Basic Functions of Place
>> Transactional
* Products are stocked in anticipation of sales
>> Logistical
* Sorting, storing & dispersing
* Categorised into different category
E.g Cereal and beverage
Channel Structures
Producer


Retailer


Consumer
Producer

Wholesaler

Retailer

Consumer
Factors Affecting
Channel Choice & Management
>> Environment
>> Product
>> Company
>> Consumer
Target Market Coverage: Selective Distribution
>> Few Retail Outlets Carrying MILO Products
Satisfying Buyers' Requirements:
>> Information (advertisements and products)
>> Convenience (products are widely distributed)
>> Variety (range of MILO products and other complementary products under Nestle)
Channel Conflict
>> Horizontal
* Different Pricing @ Different Outlet
Form of Ownership
>> Corporate Chains
* MILO under Nestle
About Milo
>> Health-Related Consumer Goods Company
>> Primary Data
>> Secondary Data
>> Promote Healthy & Active Lifestyles
>> Official Drink of Play
>> Depicts Various Sporting Activities
Modifying Market
Milo Beverage
Repositioning Product
Price
Three Form of Benefits

Communication

Functional

Perceptual
MATURITY STAGE
* MILO Less Sugar
* Emphasize on Energy Milo Brings to Children
Type of Media Used:

Type of Media Used:
Type of Media Used:
Sales Performance:
Demographic
Psychographic
Recommendation:
Place
Product Website
Recommendation:
Product
1. New flavours
2. Segment products based on age & life cycle
3. Bottled MILO drink
1. Nestle Specialty Store
2. Vending Machines
Recommendations
Recommendation: Price
>> Bundle Pricing
Recommendation:
Promotion
>> Exchangeable Tokens

* Beverages
* Ice-cream
* Cereals
Line Extension

Brand Extension

>> Repeat Purchases
* Additional 15% in refill package
>> Product Differentiation
Recommendations
Push Strategy

1940
2013
Facebook Page
Q&A
Raw Material Costs
Conclusion
Product
Price
Place
Promotion
Nestle cafe outlet/

>> Yearly Talks @ Primary Schools
Full transcript