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Introduction
Nestle Milo is a beverage manufactured and packed by Nestle Company. The company was founded in 1934 by Thomas Mayne who was an Australian industrial chemist and inventor. Thomas developed milo and it was launched during the Sydney Royal Easter Show (Stevens, 2010). Production and packaging of milo for sale to the general public was commented in one of the company’s plants located in Smithtown near Kempsey located in the North Coast of the New South Wales. The name was derived from an ancient athlete by the name Milo of Croton due to his great strength. Nestle Milo is a mixture of chocolate and malt powder and the mixture is mixed with hot or warm water or milk to produce the aromatic beverage. The product is popular in different parts of the world for instance; South America, Australia, Southeast Asia, Africa, and Oceania (Stevens, 2010). The beverage made from the product can be used for breakfast or in the course of the day. The Milo powder is normally packed in a green tin with the outside depicting different sporting activities.
PRODUCT
Nestle Milo is a product that is used by consumers as breakfast or a snack in the course of the day that would help in relaxing the brain and the nerves and at the same time add energy to the body. The Nestle Company has addressed the product aspect of the 4Ps of marketing. The more reason is that the product is of highest quality, the design and branding of the packing tins and sachet is unique and uses an easy to detect color “green” with slight of brown which is the color of milo. The product is conveniently available and it is easy to use since one needs hot or warm water or milk and mix the two together until a desired texture is obtained. One can add sugar or consume it without sugar.
PRICE:
Price is one of the most used marketing strategies that the Nestle Company prefers to apply. When introducing the product to new market, the company uses penetration strategy in order to attract a high number of clients and at the same time penetrate deep in the market. According to De Toni, et al., (2017); also psychological pricing strategy is applied to create the desired emotions and attitude on clients.
PLACE:
Nestle Milo is available in almost all retail outlets in respective regions that the company has penetrated. The products are sold in retail to clients and wholesale to people in business for instance wholesalers and retailers.
PROMOTION:
Different strategies are used to promote the Nestle Milo product. These strategies include; discount offers, free gifts whenever a large quantity package is purchased, and special offers. Advertisements are done for instance road shows, television adverts, website and social media adverts, and also publications. The company also sponsors international and local sports to create brand awareness.
PROMOTION
MILO Everyday!
Go and go and go with Milo.
I need my Milo Today.
Milo gives you the energy, you set the goal.
ADVERTISING DESIGN STRATEGY
Two different types of adverts have been prepared that captures a series of factors as highlighted above. One of the adverts was posted on social media and it entailed a family enjoying a happy moment as they share a cup of hot Nestle Milo. The advert demonstrates inner peace, fun, exciting life, happiness and self-fulfillment. The second advert is a video recording of musicians having a mega performance and after a while they look tired and worn out. Some opts to take cold beverages to cam their nerves and two of them requests for a cup of Nestle Milo. The good aroma makes the others taking cold beverage to stare at the drink. During the second round of performance, the two that took a cup of Nestle Milo outsmarts all others as they have the energy to keep the performance live and active all through the night as the others get tired and stressed out. The advert demonstrate music and freedom from anxiety and fatigue