2. History of Milo
• MILO comes from humble Aussie roots?
• MILO derived its name from MILON, a
champion athlete of ancient Greek mythology.
He was renowned for his feats of strengths.
• MILO was developed in the 1930s
• 1934: Launched in Australia as a Tonic Food
Drink.
• 1936: Sponsored the Olympic Games.
1939: MILO was introduced in South Africa.
2001: In South Africa, MILO was enriched with
B Vitamins.
2007:
MILO is the Malt Chocolate energy drink that is
synonymous with energy, good health and
success, using sport as a metaphor for life.
6. • Balanced nutrition-the nutrient content has been improved to
meet evolving demands. There are 4 main components in each
Milo product which is;
1. PROTOMALT-a malt extract with a mixture of different
Carbohydrates that provides energy and nutrients the body
needs.
2. ACTIGEN-E -a combination of 8 vitamins and 4 minerals which
helps in the optimal release of energy.
3. Natural Goodness-of malt, skimmed milk, and cocoa.
4. Protein- Protein is one of the micronutrients that is important
to built and repair body tissue.
11. 2. Place
1. Product positioning
2. Channel function-The two types of channel are by using
retailer and merchant/wholesaler.
These channel also have their own function such as
transactional function(contacting, promotion, negotiating, risk taking ),
logistical function ( physically distributing, storing, sorting ) and
facilitating function (researching, financing )
12. 3. Channel structure
4. Product transportation
Manufacturer
C & F agent
Local
Distributor
Distributor
Retailers
Customers
use of both railway & roadway
3. Optimizing Networks
4. Place recommendation
Clearing & Forwarding Agents [C&F Agents]
are appointed at various places. Such agents
stock and sale goods on behalf of the principal
Channel structure
13. 3. Promotion
• FREE 1 MILO sporty tumbler
with every purchase of MILO
1kg pack.
• Buy Milo 1 Kg free 1 Juara
Cup
• Buy MILO 400g free 50g
• Free Raya Cards for any 6 cans
purchase
16. Advertising
• Television
• Outdoor media-Nestle also collaborate with Ministry
of Sports and Youth in order to organize national and
international sport event.
• Internet- Facebook, own site.
• Printed Media-Printed media includes newspapers,
magazines as well as posters.
19. 4. Price
• Price strategy-It consists of 3 type of pricing
strategy which is
• Price skimming-Marketer sets a relatively high price for a product or service
at first, then lowers the price over time.
• Penetration pricing-Setting a relatively low initial entry price, often lower
than the eventual market price, to attract new customers.
• Status quo pricing-Marketing approach that aims at keeping things as they
are by not trying to grab a larger market share , thus avoiding direct and
expensive confrontation with the competitors.
25. Positioning
• Malt based energy health drink.
• Different types for different age groups and sports
group.
• Various flavors (chocolate, Strawberry, Mango).
• Effective advertisement.
• Attractive Packaging.
• Maintaining good relation with customer.
• Satisfying customer wants.
26.
27. SWOT analysis
1. STRENGTH.
•
•
•
•
•
•
•
Brand itself.
Product quality.
Energy drink.
Value for money.
Part of Nestle(reputation) funds used for nestle promotion.
Unique selling point.
Available in different flavor.
main focus is on chocolate energy food drink.
• One product for 2 different age categories.
• It is available in different shapes and types.
29. 3. Opportunities.
•
•
•
•
Increased media availability (Mobile/internet)
Increased fitness industry.
Increase awareness of health and fitness.
Sponsorship (through sporting events).
30. 4. Threats
Milo has many formidable competitors.
• Competition.
• Competitors could use aggressive marketing tactics cut
prices/ increases promotion .
• Competitors bring out similar products.
• Competitors have diversity in packaging (bottles
pouches, cans, etc.
