relaunch nestle milo
DESCRIPTION
TRANSCRIPT
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INTRODUCTION
“TASTE WITH BENEFITS”
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SUMMARY OF NESTLE LTD.• Founded in 1866 by Henri Nestle, switzerland.• Mission - “Good Food, Good Life”• Nestle India is a subsidiary of Nestle S.A of Switzerland, With
7 factories and a large number of co-packers, Nestle India is a vibrant company.
• Nestle India has its presence in Milk & Nutrition, Beverages, Prepared dishes & Cooking aids, Chocolate and Confectionery Segment.
• Nestle India manufactures products under the brand names of NESCAFE, MAGGI, NIDO, NESTEA, KITKAT, NESPRESSO and many more.
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HISTORY 1934 193
6 1939
1945
Developed by Thomas Mayne
sponsored the OLYMPICS games
MILO was launched in South Africa
Started spreading in other countries
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ORIENTATION OF COMPANY• Focus on product quality & provide finest
product.• Enhance product reliability.• Developing high quality products which must
be sold at right price.• Use of tools like product research, product
testing and product focus effectively.
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BCG MODELMarke
t Growth
Star ALPINO NESTLE a+ MILKMAID NESLAC EVERYDAY NESCAFE GOLD NESCAFE CAPPUCCINO
? ? ? MILO MILKMAID-creations NESTEA MAGGI SOUP
C a s h C o w MAGGI NODDLE MAGGI SAUCE KIT KAT MUNCH POLO MILKYBAR ÉCLAIR NESCAFE SUNRISE
D o g NESTLE RAITA NESTLE FRUITY YOGURT NESTLE ACTIPLUS PROBIOTIC DAHI
Relative Market Share
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SWOT
STRENGTHS
• HIGH NUTRIENT INTAKE• UNIQUE SELLING POINTS• VALUE FOR MONEY• HIGH BRAND VALUE• HIGH BRAND GOODWILL• STRONG MONETARY BACKUP• GLOBALLY RECONGNISED BRAND• A NESTLE INITIATIVE
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WEAKNESS• TOO MUCH COMPETITION• TIGHT MARKET TO PENETRATE• STUBBORN MINDSET OF CONSUMERS
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OPPORTUNITIES• PRODUCT LINE• MULTIPLE USAGE OF PRODUCT• PESTER POWER
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THREATS• AGGRESSIVE MARKETING BY COMPETITORS• HUGE MARKET HOLD OF THE RIVALS
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Market studyFINDINGS AND OBSERVATIONS
TASTE/FLAVOR95%
APPEARANCE5%
LIKELINESSPREFERENCE
BOURVITAHORLICKSBOOSTCOMPLAINANY OTHER
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BRAND EXTENSION
SNACK BARMILKSHAKE CANSTICKSICECREAM
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SEGMENTATION
GEOGRAPHIC
•MUMBAI•DELHI•KOLKATA•CHENNAI
DEMOGRAPHIC
•KIDS•TEENAGERS•FAMILIES•WORKING CLASS
PSYCHOGRAPHIC
•SOCIAL CLASS•LIFE STAGE
BEHAVIOURAL
•KNOWLEDGE•ATTITUDE
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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, sportsmenAbove 12
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POSITIONING• Globally Recognised• Brand Extension• SWISS Chocolate taste• Actigen-e and Protomalt
Introducing Taglines for every product....
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POSITIONINGMILO Strong - “It’s Time for my MILO”
MILO RICH - “Enrich your Day”
MILO Snack Bar – “I Win Pack!!”
MILO Can – “Sip Healthy Sip Tasty”.
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4Ps OF MARKETING
PRODUCTWhat are we
selling?
PRICEHow much are
we selling it for?
PROMOTIONHow will we let
people know we are selling
it?
PLACEWhere and how will we
sell it?
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PRODUCTS
“It’s Time for my MILO”
Available:200gm500gm1kgRefill pouches
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PRODUCTS
“Enrich your Day”
Available:200gm500gm1kgRefill pouches
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PRODUCTS
“I Win Pack!!”
Available:Pack of 6- 100gm eachSingle bar
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PRODUCTS
“Sip Healthy Sip Tasty”.
Available:220ml can180ml can
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FUTURE PROSPECTS
MILO Ice cream MILO Sandwich Cookies
MILO Cereals
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PRODUCT NUTRITION
PRODUCT PACKAGING ACTIGEN-e
8 vitamins + 4 minerals
PROTOMALTVitamin Bvitamin CCalciumGlucose
• Food safety
• Avoids wastage
• Maintains freshness
• Providing meaningful information
•Recycling and dispose
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PLACE•Malls,Stations,Theatres, Corporate Canteens, Supermarkets,College Campuses, near Playgrounds,Schools Bus stops Cafe's.Mumbai•Railway Stations, Cafe's, Malls, schools and colleges, Bus stations. Kolkata•Colleges, Malls, Super markets Corporate canteens, bus stops, Cafe's.Delhi•Malls, Super stores, Bus stops, Educational Institutes, Office canteens, Cafe's.Pune•Malls, Railway Stations, Colleges and Institutes Cafe's.Chennai•Malls, Educational Institutes, Office Canteen, Bus stops.Bengaluru•.Railway Stations , Malls , Schools , Cafe's.Ahemdabad
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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.•Launching an ad campaign in association with the movie KRRISH3.•Marketing the brand by collaborating with cafes like cafe coffee day and barista
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PRICINGMILO Product
Qty Package Price
MILO Strong
200gm Bottle 95/-**
500gm BottlePouch
185/-**180/-**
1 kg BottlePouch
333/-**318/-**
MILO Rich
200gm BottlePouch
118/-**108/-**
500gm BottlePouch
228/-**218/-**
Rival Product
Qty Package Price
Bournvita 200gm Bottle 90/-
Horlicks 200gm Bottle 90/-
Bournvita 500gm BottlePouch
185/-178/-
Horlicks 500gm BottlePouch
182/-175/-
Bournvita 1 kg BottlePouch
335/-315/-
Horlicks 1 kg BottlePouch
350/-340/-
NO COMPETITION
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MILO Product
Qty Package
Price
MILO Rich 1 kg BottlePouch
412/-**404/-**
MILO Can 220ml180ml
Can 28/-**18/-**
MILO Snackbar
100gm Pack of 1
20/-**
Rival Product
Qty Package Price
NO COMPETITION
Amul Kool
220ml180ml
Can 25/-
Snickers 54gm Pack of 1
30/-
**- All our product contain SWISS chocolate. **- Prices subject to change as per company policy.
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DISTRIBUTION CHANNEL
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ADVERTISING BUDGET DESCRIPTION
RADIO CampaignCost: 9-11lakhs
NEWSPAPERS & MAGAZINECost : 59 LAKH
E-AdvertisingCost: 7 lakh
JWT
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RADIO CAMPAIGN
• Duration – 20sec ad for 2 weeks• Tariff- 9-11 lacs for 10 sec ad for 2 weeks• Cost : 20 lacs approx• Time Slot : 11:00 am to 3:00pm & 9:00 pm to
10:00pm
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NEWSPAPERS & MAGAZINE• TOI Front Page Cost:- 8 lakh on the day of launch• TOI half of 3rd page for 3 days each for 4 weeks Cost @ 3 lakh/day- 36
lakh• Regional Newspapers Front half page for 1 week- 12.6 lakhs • Advertisement of Product MILO Strong- Comics, & Children Magazines• Advertisement of Product MILO Rich- Lifestyles Magazines• Advertisement of Product MILO Snack Bar- Sports & News Magazines • Advertisement of Product MILO CAN- Entertainment and Youth
Magazines , Fashion Magazines.• Approximate Cost of Placing ads in Monthly Magazines- Insertion Cost
of ad varies from 50000 to 1 lakh depending upon the readers subscription. 2.5 – 2.8 lakh monthly.
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TELEVISION
• Leading National Commercial channels : • Star Plus, Star sports, ABP News.• Sony, Set Max, Sony Sports.• Zee Tv, Zee News• Colours , Cartoon Network, POGO• For 45 days • Frequency: every 45 min • Cost 10-12 crores.
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E-Advertising
Putting an ad online like Facebook , Twitter,Flipkart, etc would approximately cost for 1 month 5-6 lakhs.
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OTHER MEDIA
• Billboards ad : Rs. 20 Lakhs approx for hoardings in
metropolitan cities.Mumbai – Rs 10 lakhs and other cities Rs10
lakhs.
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EXECUTIVE OVERVIEWAt 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.
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LAUNCHED BY:SONY MATHEWS- 68
SUDIPTO HIZLI- 70
TANAY SHAH- 73
SHARON PANGETH-64
SHIVANGI TALATI- 66
THANK YOU