Fundamental of Marketing

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FUNDAMENTALS OF MARKETING
MKT243

GROUP ASSIGNMENT

Nestle, MILO

Prepared by :
NAME :| ID NO. :|
NURUL ASHIKIN BINTI KUSMANDI| 2012455422|
WAN NURUL HURIL ‘AIN BINTI WAN HUSSIN| 2012277562|
ANIS ATHIRAH BINTI ANUAR| 2012234688|
MUHAMMAD FARIS BIN ABD RAHIM| 2012488368|
FARIS IMADI BIN ABD WAHAB| 2012800118|

Prepared for :
PUAN NOOR AMALIA BINTI OTHMAN
Date : 15 MARCH 2013
PREFACE
Alhamdulillah, we are very grateful to the Almighty God, who have bestowed us the will to complete our assignment about “Nestle Milo” which is connected to our scheme Introduction to Marketing, MKT260. Here, we would like to take this opportunity to express our highest gratitude and compliment to the people who are involved directly or indirectly in this assignment especially our beloved Miss Noor Amalia bt Othman which is our MKT260 lecturer..In this assignment, we examine that the important of the marketing strategies for the international firm like Nestle. Among the BBC global top 30 brands, we have analysis of how a product’s sales are driven by brand name, weighted for market leadership, stability and ability to cross national borders. The consumers are not aware of their origins. Beside, the product’s prices usually reflect its proper value in the eyes of the consumer. It’s always not a good idea that the strategy of offering lower prices is to penetrate the advantaged economies and to pay the costs for the unknown quality of their goods. Thank you to all people who are involved in making our assignment a successful one and may all your help and effort are blessed.

INTRODUCTION
Nestle SA , the world’s leading food manufacturer and the market leader in both coffee and mineral water, produces a wind range of products including prepared dishes and cooking aids, milk-based products, cereals, instant coffee, pharmaceuticals and baby foods. Nestle SA is a publicly owned company, with subsidiaries across the world. It website addresses in 104 countries. It is also the world largest food and beverage company with $71 billion in annual sales and almost 230,000 employees around the world. It markets some 8000 brands that include instant coffee. Remarkably, its products are sold in every country in the world, including in North Korea. Nestle coat of arms, the bird’s nest, which refers to his name, has become a symbol for the products being a safe care for their consumer product safety and quality. Research and development based innovation capacity and strong brands are priority for Nestle.

COMPANY BACKGROUND
Milo is a milk beverage with chocolate and malt, produced by Nestlé and originating from Australia. It was developed by Thomas in 1934. Milo is alsomanufactured in other countries, includingSingapore,Malaysia,China,Thailand,Indonesia,Philippines,Vietnam,New Zealand, Hong Kong, India, Japan, Jamaica, Trinidad & Tobago, Chile, Colombia, Peru, Nigeria, Kenya, Ghana, Papua New Guinea, South Africa, Sri Lanka, Syria and Taiwan. The name derives from the famous Greek athlete Milo, after his legendary strength. Milo is added to hot or cold milk to give it a melted chocolate flavour and extra texture. When combined with cold milk, it retains the gritty texture of its raw state. Milo can be stirred into steamed milk or hot water to create something similar to hot chocolate or cocoa. Sugar can be added to the Milo beverage, but many people enjoy it without the addition of sweeteners, appreciating it for its subtle chocolate flavour. Another possible use is making a normal cup of cold Milo and microwaving it for approximately 40–60seconds. This gives the Milo drink a biscuit cover on top. Another popular use is to sprinkle it on ice cream, especially vanilla ice cream. Milo can also be sprinkled on breakfast cereals. Milo is often the favoured beverage for the Tim. Also very popular is the "Magic Milo" which involves adding Milo to a small amount of milk with sugar and whipping it to increase the amount of...
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