Marketing Mix (4 P’s) of Milo

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Milo:

In Greek mythology there was a Roman athlete named MILOn who was famous for his feats of strength. Legend has it that he once carried a four-year-old bullock through the stadium in Olympia, Greece! You may not grow as strong as Milon by drinking MILO, but it is a very tasty way to get many of the nutrients you need to grow strong.

Product:

‘Milo’ the energy drink nestled into the Indian market in 1996. The responsibility of launching the drink in a market dominated by time tested Bournvita and Boost was no easy task for Nestle. Being the fifth player in the brown beverage market, the drink was up against Bournvita which had an enviable market share of 40% and SmithKline Beecham, a strong contender, especially in the south. After establishing Milo as the world’s number one energy drink and its taste benefits, the attention shifted to presenting its emotional benefits too. The focus was now on revamping the brand image from being a tasty energy drink to one that provided extra energy to ‘win’. New Milo is for active, growing children its energy releasing B vitamins give them the extra energy, vitality and stamina that make them winners. Milo, the chocolate milk beverage targeted essentially at teenagers in the urban marketplace is the fastest selling product here. The only surprise finding being that instead of growing up kids, senior citizens like to have it everyday with their glass of milk.

Milo now has Actigen – E which consists of

Vit B1 (Thiamin)helps the body release energy from carbohydrates during growth and muscle Vit B2 (Riboflavin)helps body release energy from protein, fats and carbohydrate metabolism, helps improve athletic Vit B3 (Niacin)associated with the catabolism of nutrients and the production of energy Vit B5 (Pantothenic acid)essential in the metabolism of protein, fats and carbohydrates release of energy Vit B6 (Pyridoxine)together with related compounds, cofactor the enzymatic conversion of amino-acids and glycogen...
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