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8/11/2019 MILO Failure
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Study on the failure of Nestle
Milo and its Re-launch Strategy
Presented By:
Akshaydeep
Janis King
Madhu Sasmondal
Sathi Paul
Sakshi Gupta
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Introduction of MiloMilo was originally developed by Thomas Mayne inSydney, Australia in 1934
Milo drink contains extra nutrient iron, vitamins C andB1
Milo contains calcium and when added to milk it
boosts the calcium content of milk by 70%,this helpsfor stronger bones
In 1996, Nestle launched MILO-Chocolate energyfood drink in South India
USP: Ready-to-drink Milk based energy health drink(in tetra packs of 250 ml. and glass bottles of 500 ml.)
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Competitive AnalysisHorlicks
(GlaxoSmithKline)
Bournvita
(cadbury)
Complan
(Heinz)
Boost
(GlaxoSmithKline)
Milo
(Nestle)
Product
Portfolio
Junior Horlicks
Junior Horlicks 4-5-6
with growth boosters
Mothers Horlicks
Horlicks Lite
Bournvita
Bournvita Lil
champs
Complan with
Memory
Chargers
Complan
(Complete
Planned)
Boost MILO Strong
MILO Rich
Positioning A nutritional supplement
that positively
enhances physical and
mental growth of kids
Help kids to grow
faster and enhances
goodness of
milk(Calcium)
Help kids to
grow taller at
twice the rate
Promoted as being
the only HFD proven
to increase stamina by
three times
Goodness of malted
barley and rich
carbohydrates
energy& taste
Target
group
Kids aged 2-3, 4-6,5-15
years+ Mothers + Adults
Children aged2-5, 5-
15 years
Children aged
5-15 years
Children and adults
looking for an energy
drink
Kids aging from 5-
19
Tagline Taller, Stronger and
Sharper
Proven for making kids
taller, stronger and
sharper
Tayyari jeet ki
(preparing to win)
Extra growing
power with
Complan
Boost is the secret of
winning energy
Bring out the
champion in you
Share 51% 16.2% 13.9% 12% N/A
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BCG Matrix
Star
Maggi noodles
Ceralac
Question mark
Maggie soup
Nestle Butter
Everyday milkpowder
Cow
KitKat
Maggi Sauce
Dog
Nestle Dahi
Munch Nestea
MILO
Market share
MarketGrowth
H
L
H L
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PLC Curve For Milo
MILO
In 1996 In 2009
In 2010, they relaunch Milo for the Common Wealth Games with sportsperson
2005
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Customer based Brand Equity
Pyramid
http://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-
drop-brand/article1055087.ece
http://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ecehttp://www.thehindubusinessline.com/todays-paper/tp-marketing/weak-sales-of-energy-drink-milo-prompt-nestle-to-drop-brand/article1055087.ece8/11/2019 MILO Failure
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Perception mapping of different
Health DrinkTaste Good
Exciting
(Flavors)
Boring
Taste Bad
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Recommendation
When Milo was launched it acquired a large
market share therefore it should have
continued with its strong marketing campaign
More investment in the product couldincrease the sales
Bundling the product with the other best
selling products of Nestle Use networking sites to promote their brand
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Videos
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