Milo Thailand Marketing Plan

6582 Words Jun 23rd, 2010 27 Pages
1.0 EXECUTIVE SUMMARY
“Milo”, a brand of chocolate/malt powder beverage of Nestle, which is once known in the past as number one brand in customers’ mind in Thailand. But nowadays Milo is not that well perceived as before but another leader, Ovaltine, had triumph the position and become market leader in the segment. With the nature of Nestlé that utilize generic marketing strategy such as cost leadership in business, the company is currently struggling hard time finding the competitive advantage for Milo, when it comes to face to face with its main rival, Ovaltine. The main objective of this marketing plan is to provide useful of marketing strategies, explanation and sales forecast to make Milo become the market leader in Thailand. Models
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Nestlé can provide more value to this group by inform that Milo contains rich nutrition.
Marketing Management: MILO Marketing Plan

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Personality: People with active personality and outgoing should be educated that Milo is the perfect product for them. Nestlé can tie Milo to sport celebrity that has the same type of this personality to create emotional attachment with consumers.

2.2 SWOT ANALYSIS
We applied SWOT analysis to find out how effective Milo is operating based on its internal and external factors that affect its success.

INTERNAL
Strengths  Mainly focused in chocolate/malt beverage.  Unique selling point.  Part of Nestlé which can leverage the brand Milo reputation and financial.  Value of money, cheaper than competitors.  Well know not just in Thailand but worldwide. Weakness  Lesser product variety compared to competitors (Ovaltine)  Lesser assortments of packaging (only pouches)  Low distribution coverage.

EXTERNAL
Opportunities  World Cup event.  Increased media alternatives .(mobiles and internet)  Health conscious trend.  Prosperous fitness industry  Not many big players. (two big players are Milo and Ovaltine)

Strengths: Since Milo’s product is primary chocolate/malt related, it is easy for the company to communicate and puts its resources single-minded on its product assortments. The brand Milo is also under the umbrella of Nestlé brand name that

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