milo group6a psm milo
DESCRIPTION
usefulTRANSCRIPT
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