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relaunching Milo campaignKedarnath TadkodSandip Janee
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Relaunch of
Nestle MILOAssignment on BRAND STRATEGY
Prof. Sameer Aasht
Kedarnath Tadkod: 013Sandip Janee: 065Batch 2010 (PR)
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
Nestlé India is a subsidiary of Nestlé S.A.
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:– Glaxo SmithKline Consumer
Healthcare (GSK) which owns the brands Horlicks, Boost, Viva and Maltova
– Cadbury's Bournvita– Nestle Milo– Heinz’s Complan
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
MILO Print ads
MILO TVCs
Present MILO website
Competitors’ Print ads
Competitors’ TVCs
Relaunching MILOPro: 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.)
Integrated Marketing Strategy:
Part One: Launch
– Launch at the Commonwealth Games– Be the Official Beverage for athletes– Celebrity sportsperson endorsements– TVCs featuring CWG participant brand ambassadors 2 weeks before
the event– Announce Contest on the website and in the newspapers for children
in various age groups, 21 days before the event: • Meet the Sportsperson/ambassador at the CWG; • Free ticket to watch the CWG Opening & Closing (with free travel and
stay);
Integrated Marketing Strategy: (contd..)
Part Two: Online Campaign
• Have periodic online contests for sportschildren such as Sports Quiz
• Organise various sporting & outdoor adventure activities in different cities, with the registering done online
• Have a presence on social networking websites to disseminate the above:– Facebook– Twitter– LinkedIn– Digg– Youtube (load all the TVCs)– Orkut (even though it is slowly getting obsolete)
Engaging the Consumer
Forum & Chat corner on the website for various sports enthusiasts
Consumer community to enhance and strengthen their brand loyalty. Offer schemes, freebies, hold competitions
Customer Relationship Management (also including Customer Complaints, suggestions, queries)
E-commerce: Purchase & orders for the consumer and the stockist/c&f agent, wholesaler, distributor
MILOPro USPs
• First in India, Malt-based energy beverage for Sportspersons
• Composition of MiloPro for each category of sports and age group will be different :– MiloPro– MiloPro+ – MiloActiv
• Consumers can also sign up for a free short duration health fitness programme at select health centers/gyms across the cities.
• Nestle will shortlist proficient athletes and those having potential, and sponsor them to pursue their sport (as a part of Nestle CSR initiative).