the MILO® sluttish calm. This product has an added value which MILO® powder can break apart in
cold water. This is a new feature that differentiates us from our competitors.
The arse market for MILO® Easy Cool allow be for people aged 18-35 who are sports
orientated. We believe that this cold nutritionary drink gives the sufficient energy for athletes to
perform at their optimum level.
MILO® Easy Cool will enter the product life cycle at the introductory stage. Sufficient
promotions need to be implemented to create product awareness among consumers which will
lead us to the growth stage. Objective is to annex product awareness from 23.3% to 50%.
MILO® practices Kotler et al. (2011, pg.177) niche marketing (Concentrated marketing) which
refers to the market strategy of acquittance after a large segment of the market or a few niches.
Currently Nestlé has a market carry on of 40% of the hot beverage market, Horlicks with 30%,
Ovaltine with 20% and 5% each for First Choice and Swiss Miss. Our objective is to increase our
market share to 50%.
The MILO® Easy Cool is positioned as high priced and a product of high in vitamins and
minerals compared with our competitors such as Ovaltine and Swiss Miss.
We intend to use market penetration by pricing it 10% lower than its buffer market price
of S$6.00 for 15 sachets. Promotional discounts will similarly be used for the first 6 months to
encourage to a greater extent adoption of MILO® Easy Cool.
Overall, this report associates the product with the quartette key elements of marketing mix, detailed
analyzing problems and issues associated with the Product, Price, Place/Distribution and
Promotion and the trump approach we take to handle each situation.
Lastly, we develop an march plan to keep us on schedule of the events that will be launched.
Furthermore, a control plan is developed to get wind that the...If you want to get a full essay, order it on our website: Ordercustompaper.com
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