Topic marketing strategy analysis of nestlé milo

Bộ Tài Chính Trường Đại học Tài – Marketing Khoa Marketing End of Marketing Principles course essay (Term of 2020 - 2021) Topic: Marketing Strategy analysis of Nestlé Milo Instructor: Master’s Nguyen Thi Minh Ngoc Contributors: Name Student Code Trương Quốc King 2021008461 Nguyễn Hoài Nam 2021008483 Huỳnh Trọng Nghĩa 2021009395 Đặng Quốc Pha 2021009905 Class: CLC_20DMA09 Introduction What is marketing? Obviously, in the minds of Vietnamese people, Marketing is still quite strange, but in the world it is really popular Furthermore, that is one of the core elements in the operation of a company There is a lot of confusion when thinking: "Marketing is advertising or sales" and it is worse when many people think it is a "Multi-level operation" According to the American Marketing Association, marketing is defined as: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Or simply, Marketing is a popular form to help companies connect with customers That is all an activity to attract customers to your business and maintain long relationships with them Nowaday, with an International Economic Integration, competition becomes a most important factor for the development of each enterprise The trend of globalization opens up, it makes the market wider and increases the supply in the market Consumers have more choices about manufacturers and suppliers In addition, the market economy is more and more diverse, all businesses are always grasping and updating the latest trends in the market to create advantages All of which presents businesses with a lot of opportunity and challenge Therefore, it is impossible not to mention the roles of the marketing strategies that have created a bridge between businesses and consumers Marketing is not only a function of business activities, but it is also a key that guides the entire operation of the business in discovering, meeting and satisfying a customer's needs Nestlé - one of the biggest transnational companies in the world, which is implementing Marketing strategies for the company and has achieved many successes Surely, everyone has heard of it once, with famous products and attracting a large number of customers to use such as: nescafe; maggi; milo; etc And why can it be so successful? The answer is the marketing strategies of this business Talking to this, it is impossible not to mention a drink made from milk and barley with chocolate flavor which is not strange to Vietnamese people, that is Milo Nestlé Milo has calculated logically and skillfully in arranging various and creative ways in their marketing strategies, which has brought a lots remarkable achievements In addition, they’re always trying to everything to build trust and love from customers Nestlé Milo always strives to lead or follow the market's consumer trends, constantly researching, learning to create and meet consumers needs Through research and research, our team found that Milo had perfect marketing strategies to help the company grow more and more, so that our team chose the topic: "Marketing strategy of Nestlé Milo" for study and presentation Index: Introduction Chapter 1: Introduce 1.1 Introducing about Nestlé S.A 1.2 The history of Nestlé Milo 1.3 Vision and Mision 1.4 Message Chapter 2: Marketing Environment 2.1 Macro – environment 2.1.1 Demographic 2.1.2 Cultural 10 2.1.3 Natural 10 2.1.4 Political 11 2.1.5 Economic 11 2.1.6 Technological 12 2.2 Micro – envỉronment 13 2.2.1 Company 13 2.2.2 Suppliers 15 2.2.3 Marketing Intermediaries 16 2.2.4 Customers 16 2.2.5 Competitor 16 2.2.6 Public 17 Chapter 3: S - T – P Strategy 19 3.1 Segmentation 19 3.2 Targeting 20 3.3 Positioning 21 Chapter 4: Marketing Mix 22 4.1 Product 22 4.1.1 Product Mix 22 4.1.2 Individual Product 22 4.1.2.1 Quality 23 4.1.2.2 Features 23 4.1.2.3 Style and Design 23 4.1.2.4 Branding 24 4.1.2.5 Packaging 24 4.1.2.6 Product support Service 25 4.1.3 Product life – circle 25 4.2 Price 25 4.2.1 Pricing Method 25 4.2.2 Pricing Strategies 26 4.3 Place 26 4.3.1 Distribution network and Channel behavior 26 4.3.2 Distribution Strategy 4.3.3 Distribution channel management 28 4.4 Promotion 28 4.4.1 Promotion strategy 28 4.4.2 Promotion mix 29 Chapter 5: Recommendation 31 Chapter 1: Introduce 1.1 Introducing about Nestlé S.A “Nestlé S.A or Société des Produits Nestlé S.A is a Swiss multinational food and drink processing conglomerate corporation headquartered in Vevey, Vaud, Switzerland It is the largest food company in the world, measured by revenue and other metrics, since 2014 It ranked No 64 on the Fortune Global 500 in 2017 and No 33 in the 2016 edition of the Forbes Global 2000 list of largest public companies.” - Wikipedia The founder of Nestle is the pharmacist - Henri Nestlé, was born on August 10 in 1814 in Frankfurt am Man, Germany He was the 11th out of 14 people in a wealthy, bourgeois family The Nestlé family originated in western Swabia, Germany In Swabian, "Nestlé" means a bird's nest and that is why for over 140 years, Nestlé has had a small bird's nest in its logo In 1860, the rate of children born in Switzerland had a high mortality rate up to 15-20%, this was the impetus for the pharmacist Henri Nestlé to think of the idea of producing a nutritious powder for infants With his knowledge and expertise in the field of pharmacology along with another partner is Jean Balthasar Schnetzler - a food scientist with an extremely practical mind In 1867, Henri and Jean invented a nutritious infant formula and experimented directly with Jean Balthasar Schnetzler's son when he was born And also in 1867, Nestlé had known a baby was born month premature and could not be breastfed He brought the baby home and tried his own ready-to-drink cereal Miraculously, the baby recovered very quickly after a few days Quickly, the news spread and spread to all European countries, reaching all mothers who were unable to breastfeed their babies Since then, Nestle has shaped its brand in the world in general and in Europe in particular Growing to this day, Nestle has more than 400 factories in 85 countries around the world Nestle's wide range of products includes baby products, healthy food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream , frozen food, pet food and snacks Nestlé's sub - brand include: Lavie; Kitkat; Oreo; Nescafe; Maggi along with Nestlé Milo - a foodstuff made from cocoa and aromatic barley from Australia associated with childhood memories of many generations 1.2 The history of Neslé Milo MILO was first introduced in 1934 by chemical engineer Thomas Mayne of Smithtown, New South Wales, in the Royal Sydney Easter Show The name MILO is named after a sports legend from Cortona, Italy with extraordinary health who has won consecutive championships in international Olympics At this time, Australia as well as other countries in the world are affected by the great economic recession At that time, Nestlé wanted to develop a water that provides energy for children, thereby providing children with essential vitamins and minerals for the body at an affordable price This drink must be made from local ingredients such as barley, cocoa and dried milk… Nestle has partnered with Mayne, established Nestle Milo and distributes them worldwide In Asia, Milo is very popular in Indonesia, Malaysia and Singapore, where people love chocolate-flavored drinks: Milo has a 90% market share in Malaysia This is because Milo was once used as a nutritional supplement when it was first introduced in the country, and has thus gained a reputation as a 'must have' drink for the young and old Nestle joined Vietnam early, in 1912 built its first office in Saigon and has been with the Vietnamese family for more than 100 years In 1998, Nestle established the first company in Dong Nai and started to build a factory Up to now, Nestlé is operating factories, production lines and nearly 2300 employees nationwide With a total investment of more than 600 million USD, Nestlé not only shows commitment to the company's long-term development in Vietnam, but also the desire to improve the quality of life and contribute to a healthier future for customers Vietnamese family generation 1.3 Vision and Mission At Nestlé, with the vision of becoming a leading company in the field of nutritional and health food for customers Nestle has one mission: “to be the world's leading health and nutrition company” With the criterion of “Good Food, Good Life” giving users the best choice in a variety of foods and beverages from morning to night The aim is to improve the quality of life and contribute to a healthier future for generations of Vietnamese families For 80 years, Nestlé Milo has nonstop been providing nutrition and energy to children in more than 40 countries around the world With 80 years of global experience and 20 years of attachment, understanding the nutritional needs of Vietnamese children, Nestlé Milo aims to develop quality as the foundation for future success 1.4 Message This is the message Milo wants to convey for many years, with the desire that the young Vietnamese generation to have health training and toughness Besides training Vietnamese children will learn lessons about determination to overcome all challenges, nurturing passion and building teamwork in a healthy body That's all the value sport brings Nestlé Milo has become a close friend in the child's development journey Not only providing energy every day Nestlé Milo also encourages children to participate in physical activities and sports that are beneficial to health For 12 consecutive years Nestlé Milo accompanies the football tournament ”Hội Khỏe Phù Đổng” since 2007 Since 2016, Nestlé MILO has cooperated with the Ministry of Education & Training and the General Department of Sports to implement programs ”Năng động Việt Nam” towards building a dynamic Vietnam generation and health Nestlé Milo is the pioneer brand in the work of encouraging children to participate in sports with a long-term energy source to help children learn valuable life values to become their own true champions Chapter 2: Marketing Environment When starting a business in a market, the company is dependent on the market environment The environment of markets can bring a lot of advantages or challenges for a company In Marketing, analysing a marketing environment is a very important step to help the company make a decision and solve all the problems surrounding their business 2.1 Macro – environment 2.1.1 Demographic As one of the developing countries with the golden population pyramid along with the top 15 population in the world, as of December 31, 2020, Vietnam's population is estimated at 97,757,118 people In which, under 15 years old accounts for about 25.2% Vietnam is a country with a young population structure and an average of 4234 children are born every day, creating very good conditions for products to provide nutrition for children Currently, the urbanization rate in Vietnam is quite fast, along with the population distribution has also changed a lot The structural transformation of economic sectors by decreasing the share of the value of the agricultural sector and increasing the share of industry and services also changes the structure of the population According to statistics, the proportion of the population working in agriculture accounts for over 50%, so this gap can be shortened Not to mention the increasing income of people, this number has exceeded 2000 USD/person/year in 2019 In today's life, the needs of people are extremely diverse and rich, this is a great opportunity for dairy businesses to conquer Vietnamese people Children between and 15 years old often refuse to eat nutritious foods such as shrimp, crab, fish, leading to calcium deficiency along with nutrients According to research by scientists, children from to 10 years old require a Calcium intake of 450-500 mg/day and from 11 to 18 years old the body needs more calcium with about 800-1000mg/day, so the need for calcium-fortified milk is very large On average, a child needs at least 12 cans of milk a day Because of this feature, Milo with chocolate Chapter 3: S-T-P Strategy In the age of the Internet, a lot of companies realize that they can not attract all the customers or satisfy all their needs in the market Although the technology is developed forcefully which helps the company reach their customers easily, they can not use one way to solve all the problems of their customers For this reason, all the companies have changed their strategy from market segmentation to identifying market segments Switch tactics from “close approach - one target” to “far approach - multiple targets'' Instead of marketing dispersion, they focus on peoples caring about their products 3.1 Segmentation The company needs to understand their customers' needs Researching the market helps businesses which divide the market into many small segments And then, they choose one segment to focus on Nestlé Milo have divided their market by demographic, specifically about the age They divide Vietnamese market in segments: - 6; - 14; 14 - 18; 18 - 25; >25 years old Every single segment has their own feature Geographic Region: North, Midle, South Urban and City Country: Vietnam Under Demographic Gender: Boys and Girls Income: No income, depend on family Occupation: Student Family-life cycle: Babies, preschool - age children Psycographic Personal attributes: Active, Hyperactive, Sensitive Motives: Can’t make decision, depend on their parents Lifestyle: Affected by their families, active andghty Social Class: Low - class, Mid - class, Working - class, Upper - class Region: North, Midle, South From to 14 Gender: Both Boys and Girls Urban and City Income: No income, depend on family Country: Vietnam Occupation: Student Family-life cycle: Adolescents Social Class: Low - class, Mid - class, Working - class, Upper - class Behavioristic Usage Rate: Light Benefit Expectation: Appearance User status: Non - users, potential users, first-time users Price Sensitivity: Don't sensitive to price Personal attributes: Confident, Active Usage Rate: Medium to Heavy Motives: Attracted by appearance , colorful Benefit Expectation: Flavor and Appearance Lifestyle: Like explore, learning, hang out User status: Non-users, exuser, potential users, first-time users, regular user Price Sensitivity: Don't sensitve to price 19 Region: North, Midle, South Urban and City From 14 to 18 Country: Vietnam Gender: Both Boys and Girls Income: No income, depend on family Occupation: Student Family-life cycle: Teenager, not married Personal attributes: Confident, Active, Reckless Usage Rate: Light and Medium Motives: Attracted by appearance , colorful and flavor Benefit Expectation: Flavor and Appearance Lifestyle: Like explore, learning, hang out Social Class: Low - class, Mid - class, Working - class, Upper - class User status: Ex-user, regular user Price Sensitivity: Less sensitive to price Region: North, Midle, South Gender: Both Males and Females Personal attributes: Independent, Active, Explore Usage Rate: Light and Medium Urban and City Income: Low income Country: Vietnam Occupation: College student Motives: Care about quality, brand and price Benefit Expectation: Flavor, Price, Brand Lifestyle: Like explore, easy change User status: Ex-user, Regular user From 18 to 25 Family-life cycle: Adults, Single or Newly married couples young (no children) Price Sensitivity: Less sensitive to price Social Class: Low - class, Mid - class, Working - class, Upper - class Region: North, Midle, South Gender: Both Males and Females Personal attributes: Loyalty Careful, Independent Urban and City Income: High Income Country: Vietnam Occupation: Both white collar and blue - collar workers Motives: Care about quality, brand and price Over 25 Lifestyle: Take care the family and health Usage Rate: Light Benefit Expectation: Flavor; Price; Brand, Nutrition User status: Ex-user Price Sensitivity: Very price sensitive Family-life cycle: Have married and have a children Social Class: Low - class, Mid - class, Working - class, Upper - class 3.2 Targeting After analyzing and segmenting their market, businesses will choose a suitable segment and based on that determine the targeting market to implement their marketing plans Nestle Milo is a famous barley milk brand that has used a differentiated marketing strategy Strong focus on the second segment of children from to 14 years old In this age range, the digestive system of children is extremely weak but the amount of nutrients to meet the development needs is extremely high along with the great attention from mothers, so they are extremely focused in children's daily food 20 choices For children from to 14 years old, milk is an indispensable complementary food for children because this is an extremely important developmental age that affects the child's future development both physically and mentally This is also an extremely active age, it is difficult for daily meals to meet energy consumption needs Therefore drinks to help children replenish energy quickly is an essential issue The users of the product are the children, but the one who decides whether to buy or not is the parents Dairy products today are becoming more diverse in terms of products as well as prices There are many parents who can provide enough milk for their children while the family's income is only low or moderate So Milo targets customers in all areas (urban, rural) This is an extremely potential age of the dairy industry 3.3 Positioning Positioning is the business' use of marketing activities to build the image of products and brands that have a special position in the perception of customers, which helps create the greatest competitive advantage in the target market Nestlé Milo has positioned its brand as a product that provides nutrition and energy for children with the message “Năng động Việt Nam” Faced with the fierce competition of substitute products such as Vinamilk milk and TH true milk, Milo made the right move, when they created a very different communication channel by encouraging children to participate in the competition and participate in sports activities During the developmental period, giving children sports activities is extremely necessary Milo has hit the psychology of parents, this helps the product to be trusted by parents Besides, Nestlé Milo has products that are different from other brands in terms of ingredients Most of Nestle Milo's products are extracted from barley and some other foods, completely different from TH true milk, Vinamilk and most other milks on the market which are produced from cow's milk farms With the use of different ingredients compared to other brands in the same industry, cow's milk, this seems to be an advantage that helps Milo make a difference when using products to bring a new experience to consumers 21 Chapter 4: Marketing Mix 4.1 Product Since its inception, Nestle Milo has tried to build its product as a convenience product They have continuously improved from product packaging to new product lines, to meet the best for user needs 4.1.1 Product Mix About product lines: Nestle Milo focuses on expanding the with of its product lines Milo's product lines currently include: Powders, Drinks, Cereals, Snack These products are divided into separate lines based on the main ingredients that make it up to meet the increasing and diverse requirements of customers Products have many different functions and quantities, and at the same time, depending on certain functions, prices also fluctuate, in order to meet the shopping needs of many different objects 4.1.2 Individual Product The market is a fierce place, in order to have a foothold in the market, businesses must have their own colors and characteristics From there, they can create a highlight in the mind of the customer And so is Nestlé Milo, they also have their differences 22 4.1.2.1 Quality The biggest factor affecting the success or failure of a product is the quality it delivers Milo has mainly barley ingredients, so it possesses substances such as Protein, Iron, Vitamin C and Vitamin B1 In addition, as the information on the packaging is provided, Milo milk also contains other minerals such as Mg, dicalcium phosphate, iron pyrophosphate, biotin, calcium pantothenate, vitamins B2, B3, B6, B12, etc Full of nutrients and minerals Most prominently, in 2006, Nestle Milo developed its formula In the new formula, Nestle Milo introduces it containing ACTIGEN E and PROTOMALT which proves that Milo wants to assert itself as a nutritionally rich food supplementation necessary energy for children Thus, it can be affirmed that Milo is a very nutritious drink for our body This has helped consumers feel more secure in using the product 4.1.2.2 Features The core value of Milo products is the addition of Calcium, Vitamins and minerals to provide energy for children's long days of play and learning Thanks to barley extract, vitamins and minerals, Milo milk is considered an essential food to help release energy in the body At the same time, strengthen the function of the skeletal system, actively support the intellectual activities of the child and increase the child's ability to concentrate better in learning 4.1.2.3 Style and Design The model of the Milo milk products line is quite different from other dairy product lines The product is designed with green color, with a very eye-catching design to create the feeling that the product is made from natural ingredients, the information is shown in a full and clear way to help consumers to evaluate and select In addition, with the image of childs and barleys on its products, Nestle Milo secretly affirms that its products have ingredients from barley 23 as an energy supplement, helping children to stay healthy, active and playful Moreover, the design of the product varies depending on the function and ingredients, for example: Milo milk is packaged in paper boxes for convenience in immediate use; Milo can is designed to be stored in tight places, such as in a briefcase, to create the most favorable conditions for consumers 4.1.2.4 Branding The slogan "Good Food, Good Life" of the parent company has followed the brand since its inception and is still the slogan used by the company as a core message The tagline is both characteristic of the food industry and conveys a message of commitment to consumers It is a Nestlé Milo commitment that every day, everywhere, consumers will be provided with healthy food and beverage options that enhance quality of life They don’t need to use fancy words, but the slogan brings good messages, contributing to making the brand familiar and memorable in the hearts of customers 4.1.2.5 Packaging Packaging for the product is also focused in the design stage, so that it is easy to buy and suitable for the characteristics of the product In all Milo products, they always use one concept and one main color The right color not only helps to impress the buyer but also does not lose the beauty of the product Milo also pays great attention to the design of the product's packaging so that it is both convenient for each consumer case and also protects the environment Therefore, most product packaging is made from degradable carton paper or tin alloy cans that are both not oxidized and corroded and can be used for recycling For box form, Milo is divided into batches, one each batch is four boxes and placed in a carton with 48 boxes of 12 packs With such designs, it helps a lot to protect the product, facilitate movement and storage For powder 24 products, they will be packed into rectangular cartons that are easy to decompose in the environment and not cause pollution like other plastic packaging The Milo cans are made of tin, sold individually in convenience stores 4.1.2.6 Product support Service On the packaging of each Milo product, customers will be instructed on how to use and preserve the product in detail and thoughtfully If you don’t understand or want more advice on the product, then on The packaging of each product has a phone number so that in case you want to consult, you can contact In addition, customers can also buy Milo's products through online sales sites such as Tiki, Lazada, Shopee, On the Milo homepage designed to help shoppers learn from experiences in raising children, caring for family members or product knowledge from Milo's stories 4.1.3 Product life – circle Nestle Milo product line in Vietnam has passed the period of strong development and is in the stage of saturation Initially, the product line built its reputation and success in the Vietnamese market The Milo product line is constantly looking for loyal customers and bringing the product line closer to customers In addition, their products are also constantly improving characteristics and improving product quality to create diversity and meet the increasing needs of users 4.2 Price 4.2.1 Pricing Method Product Price Milo milk 26.500VND/4 cartons of milk 180ml Ovaltine milk 27.000VND/4 cartons of milk 180ml Vinamilk milk 29.500VND/4 cartons of milk 180ml TH True Milk 33.000VND/4 cartons of milk 180ml 25 The Milo milk product line is aimed primarily at parents with children aged 614, with low to high income sources With identification right from the start, the product is aimed at parents with children aged 6-14 across the country Milo chose Competitive-Based Pricing Milo considers itself as the best energy and nutrition product in the market, and then sees how its competitors are doing and then offers a fair price for its products 4.2.2 Pricing Strategies When entering the Vietnamese market, Nestle Milo has had many different pricing strategies to develop its business They start entering the market with a new Product Pricing Strategy and they focus on Market Penetration Pricing They start their products at low prices but compensate with high quality to be able to target the mass market After winning the trust of customers they raised the price to par with the market After gaining a place in the Vietnamese market, they have expanded their product lines with the goal of diversifying product sources as well as implementing the Product Mix Pricing Strategy: Milo has main product lines, each line have a different price In addition, they also use a price strategy such as a Price-Adjustment Strategy -> Discount: When customers buy in bulk, they will enjoy extremely favorable prices or depending on different locations, Nestle Milo's suppliers will have separate prices Besides, the Price-Change Strategy is also used by Nestle Milo: They lower prices when the product has low sales or there are too many competitors; They will raise prices when production costs increase or because of inflation 4.3 Place 4.3.1 Distribution network and Channel behavior With the goal of dominating the market so that the product can cover the target market along with building a product image Nestlé Milo focuses on indirect distribution channels: 26 Through indirect channels Nestlé has brought its products to consumers through intermediaries Manufacturers => Retailers => Consumers Nestle Milo cooperates with retailers with large chain chains such as Lotte, BigC, Coop mart, Cooperation with large retailers helps to reduce costs of storage, sorting, distribution on a large scale with a wide network In addition, Milo is also associated with e-commerce platforms such as Tiki, Shopee, Thanks to the great development of technology, people are also gradually changing with decreasing frequency of buying and increasing the number of goods purchased each time Manufacturers => Wholesalers => Retailers => Consumers Next is the policy of distribution through wholesalers and then pushing the source of goods to rural areas, small areas without supermarket chains or convenience stores Significantly reduce transportation costs and still reach consumers in every alley, street corner or remote mountain, sea and island area Manufacturers => Agent => Wholesalers => Retailers => Consumers Through large dealers, then to wholesalers and then widely distributed to each retailer, this policy is an effective method to combat counterfeit and poor quality goods 4.3.2 Distribution Strategy Milo uses an extensive distribution strategy This distribution strategy serves the goal of meeting the broad buying needs of consumers Therefore, it is necessary to get the product to as many retailers as possible To implement this distribution 27 method, Milo widely uses intermediaries who are retailers in different locations Retail outlets are usually grocery stores Milo chose this strategy for the purpose of needing as many sales locations in the area as possible because customers need maximum convenient points of sale when buying products Thus, the number of intermediaries is not limited, the more the better Applying this strategy, Milo will lose control over product placement, display, service, and pricing Besides, with the expansion of the space for their products, it will create a large coverage of nestle milo, from which any customer will know about nestle milo as well as their products 4.3.3 Distribution channel management With the selection of intermediary agents as the main distribution channel, Nestle Milo always has extremely strict requirements for its intermediaries: Requires market coverage of the system; The desired channel control level; Lowest total distribution cost; Ensure channel flexibility Besides, Nestle Milo also conducts a number of promotions to encourage and stimulate demand for its intermediaries, such as: Advertising Subsidies; Cost for product samples on display; Subsidies for functional departments, warehouses; Pay for the exhibition space; Pay some fixed furniture costs in the store 4.4 Promotion 4.4.1 Promotion strategy By using both Push and Pull of Promotion strategy, Milo has proven in the right direction in the fierce media battle between milk brands With a Push strategy: The company uses a variety of communication activities to convince distributors to buy products When products come to distributors, Nestlé Milo continues to use communication for selling products Milo has implemented incentive programs to help its distribution channel such as discounts for agents to push goods to the warehouse, supporting the display advertising programs of distribution channels This strategy is implemented to create a large coverage for the Nestlé Milo brand From there, customers can know about Nestlé Milo’s products 28 With a Pull strategy: Opposite to Push strategy, “ Pull” means increasing advertising activities, public relations, promotions, organizing events to create impressions of consumers about products and stimulating curiosity to use products To use the Pull strategy, it is necessary to have an important stepping stone of the "push" strategy Because only when there is a wide distribution channel, it can meet the needs of users The purpose of this strategy is to attract customers to find Milo products and use them 4.4.2 Promotion mix Advertising The campaign message for the "Năng động Việt Nam" program mainly encourages mothers to actively engage their children in more physical activities However, this idea is taken from the very indifferent attitude in balancing physical training for children and the traditional concept of education in Vietnam And two TVC (Television Commercials): “Nhà vô địch thực sự” and “Con cảm ơn mẹ”, integrated with various communication tools of popular social networks in Vietnam (Youtube and Facebook), and there is also the enthusiastic support of many KOLs, bringing great viral effect After its launch, Milo's advertising campaign has reached 19 million views, attracting 3,057,757 children to participate in sports activities within the framework of the "Năng động Việt Nam" campaign In Particular, there are over 181 thousand parents pledged to work with Nestlé Milo to build a healthier and more dynamic future in Vietnam Sales Promotion Nestle Milo's promotions appear everywhere in large supermarkets or on pedestrian streets and amusement parks This helps consumers use the product directly to evaluate whether to buy or not, in combination with discount promotions or bundled with learning tools and toys when buying products For example, the program to buy Milo and give away backpacks, when customers buy a carton of Milo milk, they will be given a Backpack with logos of Milo and Nestle Or the program 29 to buy Milo texting to bring back many rewards such as Milo Gold Box equivalent to 01 amount of 24K SBJ gold, Milo Confident Bicycle, … Public Relation Popular events with the participation of celebrities such as Nestlé MILO accompany the Olympic Running Day "Vì sức khỏe tồn dân" held in District 1, Ho Chi Minh City in 2019, or the campaign that has been carried out for many years since 2016 in Vietnam is "Năng động Việt Nam" which attracts a lot of attention from parents as well as the Vietnamese press These events are not just a product launch but also activities designed to make a good impression on people and protect the image of the company In addition, Nestle Milo sponsors many sports activities of primary and junior high schools across the country, typically: “Hội khỏe phù dành cho học sinh tiểu học cấp tỉnh Bình Dương”; “Hội khỏe phù dành học sinh trung học sở cấp tỉnh Đồng Nai”; etc Besides organizing contests for candidates, the company also creates opportunities for contestants and spectators to try Milo milk for free 30 Chapter 5: Recommendation On the way to becoming the "Big Boss" of the FMCG, Milo has applied many popular marketing strategies Our team would like to propose some ideas, so that Milo can continue to develop in the Vietnamese market First, Nestlé Milo should continue to cooperate with the Ministry of Education and Training and the General Administration of Sports and Physical Education of Vietnam There have been many schools that have been sponsored by Milo, providing exercise equipment and sports, and many localities have been supported to organize sports and health training movements As a result, Nestlé Milo was able to reach more students than those within Milo's target group With the extremely complicated situation of the Covid 19 epidemic in Vietnam today, this is a common concern of the whole society in general and businesses in particular Right now, doctors, police, and soldiers on the front lines against the epidemic need the "support" of the Vietnamese people Nestlé Milo shapes its brand on dynamism through motivational touched the hearts of consumers Nestlé Milo should continue to take advantage of the power to be able to "support" campaigns with more real life so that they can fight the epidemic together They can continue to raise funds for vaccines and donate milk to quarantine participants there On environmental issues, Nestlé Milo has also implemented great strategies to contribute to environmental protection Our team recommends that Nestlé Milo should continue to promote the packaging and packaging stages of its products to be more environmentally friendly For example: In May 2021, Nestlé Milo officially switched to using plastic straws for its products This is a turning point for Nestlé Milo in particular and the food industry in general On milo's facebook page, there are always posts with the slogans "Green Milo for a green earth" or "1 minute using a plastic straw, hundreds of years of painful planet" In the coming time, Milo's factory should use advanced wastewater purification technology, strengthen monitoring and maintenance of the plant system to reduce the amount of toxic substances released into the environment 31 References https://vi.wikipedia.org/wiki/Nestl%C3%A9 https://vi.wikipedia.org/wiki/Nestl%C3%A9 https://vi.wikipedia.org/wiki/Nestl%C3%A9 https://danso.org/viet-nam/ https://medlatec.vn/tin-tuc/mot-nguoi-can-bao-nhieu-canxi-moi- ngay-va-cach-bo-sung-khoa-hoc-s195-n22653 https://www.vinamilk.com.vn/sua-tuoi-vinamilk/vi/dinh-duong/bi- quyet-bao-quan-sua-tuoi-luon-thom-ngon/ https://thuvienphapluat.vn/van-ban/Doanh-nghiep/Quyet-dinh- 3399-QD-BCT-phe-duyet-Quy-hoach-phat-trien-Nganh-cong-nghiep108794.aspx https://www.worldbank.org/vi/country/vietnam/overview https://www.nestle.com.vn/vi/aboutus/nestlevietnam 10 https://vi2.wiki/wiki/Nestlé 11 https://hrinsider.vietnamworks.com/nestle-milo-truyen-cam-hung- ve-the-he-viet-nam-nang-dong.html 12 https://vtv.vn/the-gioi/hang-nestle-tai-an-do-tieu-huy-27-000-tan- my-maggi-20150618183928348.htm 13 https://www.nestle.com.vn/vi/csv/cong- dong/agricultureruraldevelopment 14 https://www.nestle.com.vn/vi/hoi-nestle/nestle-dong-hanh-chong- dich-covid-19 15 https://www.nestlemilo.com.vn/taxonomy/term/12 16 https://vinid.net/blog/sua-milo-co-tot-khong-uong-sua-milo-co-tac- dung-gi/ 17 https://www.bachhoaxanh.com/ 32 Process report Our group has a democratic way of working, so all opinions in this essay are the collective opinion of the whole group Although this way of working takes a lot of time, it is a way for members to express their opinions and defend their opinions Since then, our team has provided the most objective opinion Process: Day Planning 15/6 -16/6 Introduction + Introduce 17/6-23/6 Marketing Environment 24/6 – 25/6 S -T -P Sratergy 26/6 -29/6 Marketing Mix 2/7 Recomendation Member Working Process Trương Quốc King (Leader) + Take the lead in the discussion + Bind members together + Synthesize the ideas of the members + Designer + English Checker Đặng Quốc Pha + There is a bit of superficiality in the working process + Little contribution to the discussion + English checker Huỳnh Trọng Nghĩa + Grasp subject knowledge + Have a great contribution in the discussion + Have an effort in the process of work Nguyễn Hoài Nam + Have a very unique idea contribution + Actively contribute during discussion + Try hard during work 33 ... research, our team found that Milo had perfect marketing strategies to help the company grow more and more, so that our team chose the topic: "Marketing strategy of Nestlé Milo" for study and presentation... prestigious award in the field of communication and marketing in the Asia Pacific region, and this is the right direction of Nestlé MILO Weakness Besides the strengths that Nestlé Milo has, they still... programs of distribution channels This strategy is implemented to create a large coverage for the Nestlé Milo brand From there, customers can know about Nestlé Milo? ??s products 28 With a Pull strategy: