milo group6a psm milo

Ajay Pratap Deepshikha Meena Krishna Mohan Swati Agrahari

Group 6A

• Industry

• Global Footprint of Milo

• Market in India

• Phases of Milo in India

• Reasons for failure

• Recommendations

• Key Learning

Agenda

INDUSTRY

• Health food drink

• Growing by 13% with revenue of 45.7 billion (2014)

• Two segments – White health drink and Brown health drink

• White health drink market - 67%, Brown health drink market - 33%

• Major player

in White drink - Horlicks

in Brown drink – Bournvita, Boost

Australia

Market share – 51.4% Use sport as communication

medium Huge marketing campaigns Target audience: Children

and Youth Got 4.5 health star rating

Malaysia

Market share – 77% Organized many sports

events Diverse products in diverse

forms

Global Footprint of Milo

Nestle – Global footprint

Milo : Internationally renowned Nestle brand

Market in India

Brand Company %market share

Horlicks GSK 63.5

Boost GSK 16.0

Bournvita Mondelez India Foods 14.6

Maltova GSK 3.6

Viva GSK 0.8

PHASES OF MILO IN INDIA

Phases

Time

1996, Milo Launch/ Gained 3% Market share

2001, Market Share 13 %

2009, Market share dropped to 0.8%/ Closed operations

Reasons for failure

• Poor distribution channels

• Lack of catchy tagline

• Improper pricing & Increased competition

• Over sweetness

• Test with new products

General

• Improving distribution channels

• Proper pricing

• Increase brand awareness

through promotional events

• Local Taste

Based on survey results

• Work on building brand

• Don’t go for premium pricing

• Provide in sachets

• Continue with chocolate flavor

Recommendations for Re launch

Key Learning (1/2)

Value Map

Existing Product New Product

Market Penetration

Product Development

Market Development

Diversification

Existi

ng M

arke

t

New

Mar

ket

Key Learning (2/2)

Ansoff Matrix

Thank you