According to market research group Euromonitor, in 2020, the consumption of milk and dairy products in Vietnam will reach 1.76 million tons, an increase of 8.6% compared to 2019.. Nestlé
INTRODUCTION
COMPANY PROFILE
Picture 1.1: Nestlé Headquarters in Switzerland – Source: https://www.youtube.com/watch? v=ZEZTY6xznaY
Nestlé is a Swiss multinational food and beverage corporation, which is located in Vevey, Switzerland Nestlé was founded by a pharmacist, Henri Nestlé In 1860, the rate of children born in Switzerland had a high mortality rate of up to 15-20%, this was the impetus for the pharmacist Henri Nestlé to think of the idea of producing a nutritious powder for babies. With his knowledge and expertise in the field of pharmacology, Henri Nestlé invented a milk product for newborns who could not be breastfed His first success came when he saved the life of a preterm newborn who couldn't be fed breast milk or other traditional meal alternatives The importance of this new product was rapidly realized after Nestlé's revolutionary formula saved the life of a premature infant Since then, Farine Lactée Henrie Nestlé milk powder has been extensively offered throughout Europe.
Picture 1.2: Nestlé Founder - Source: https://peoplaid.com/2020/08/10/henri-nestle/
Growing to this day, the company has grown to be one of the largest food and drink manufacturers in the world with more than 400 factories in 85 countries around the world. Nestlé makes its presence known in those markets using properly designed local and international marketing strategies Nestlé'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 entered the Vietnam market in 1912 and launched its first branch office in Ho Chi Minh City
This research focuses on MILO, which is one of the company’s widely consumed products in global markets.
Nestlé Milo barley drink is a complete combination of the unique, delicious taste of cocoa and the rich natural source of vitality and nutrients from milk, whole grain rice, and vitamins and substances Most commonly sold as a powder in a green tin, often depicting various sports activities, Milo is available as a pre-mixed beverage in a number of countries and has since been developed into a snack and breakfast cereal Its composition and taste vary in some countries It is developed by Thomas Mayne in Australia in the early 1930s with the aim of dedicating to the development of children Nestlé Milo has been a prominent brand in the Vietnamese market for over 25 years and becomes the industry leader in terms of quality and market share in healthy cocoa beverages.
Picture 1.3: Nestlé Milo – Source: https://www.nestle.com/brands/drinks/milo
MISSION, VISION, AND CORE VALUES
"The world's premier nutrition, health, and wellbeing corporation," according to Nestlé's mission statement Our objective of "Good Food, Good Life" is to provide customers with the highest quality, most healthy alternatives across a wide range of food and beverage categories and eating circumstances Nestlé always strives to become one of the leading companies in nutrition and health To demonstrate Nestlé's commitment to the market for the nutritional quality of its products, the company has built the trust of its customers, helping to improve the lives of millions of people.
"To be a global, competing Nutrition, Healthcare, and Wellness Company producing greater value for shareholders by being a chosen responsible company, chosen employer, preferred partner, and chosen seller of products/ services."
Nestlé aspires to be a leading, competitive company that delivers nutrition, health, and value to consumers and improved benefits to shareholders by being the company, employer, supplier, and seller of favorite products Nestle wants to contribute to society and maintain long-term development, contributing to a healthier world.
"Full legal conformity, integrity, fair dealings, integrity, and respect" are Nestlé's basic principles.
Nestlé's fundamental principles are all focused on the company being trustworthy A dependable business demonstrates integrity, respect, fair dealings, honesty, and compliance. Because of its credibility, the company may enter new markets while rapidly developing into a huge enterprise These principles encourage performing things appropriately while adhering to the processes that have been set It also highlights the existence of appropriate interdependencies between various parties.
ENVIRONMENT ANALYSIS IN VIETNAM
Nestlé Milo is part of Nestlé Corporation, a leading fast-moving consumer goods company. Moreover, Milo is a familiar brand for millions of Vietnamese people, particularly the young generation, for decades and has a strong position in the food and drink industry in the Vietnamese market.
Picture 1.4: Logo Nestlé Milo – Source: https://en.wikipedia.org/wiki/Milo_(drink)
Following Nestlé S.A: “More than 5 million farmers in rural regions provide raw materials for our operations We are working on a number of initiatives to guarantee that rural regions become desirable locations to live, work, and invest for future generations” These guidelines have helped Nestlé Milo establish a network of trustworthy suppliers, more than half of whom are committed to upholding product quality: Business ethics; sustainability; minimum wage; health and safety; and the environment Nestlé has strategically collaborated with partners such as the Ministry of Agriculture and Rural Development to provide over 28 million disease-resistant seedlings with good yields to farmers.
Marketing intermediates are primarily responsible for selling and distributing the company's products The more marketing intermediaries the firm has, the more items reach users + Shopping mall: Aeon Mall, Big C, Vincom, …
+ Convenience stores: Circle K, Family Mart, Winmart, …
+ Large and small household grocery stores
Picture 1.5: Milo in Shopee – Source: https://tinyurl.com/2hknqwyr
Picture 1.6: Milo in BigC – Source: https://tinyurl.com/2o3zvze6
The reseller ensures that Milo's goods receive excellent publicity Furthermore, Nestlé collaborates with advertising agencies to run campaigns that encourage youngsters to
9 enhance sports activities in order to become more active and improve their health during this epidemic season.
In a competitive market, various competitors, such as Ovaltine, which supplies the same product as Milo, strive to capture Milo's top spot Nestlé Milo is a firm that primarily produces milk made from barley, so Nestlé Milo has a very strong competitor, Ovaltine. Both of them have the same chocolate flavor but differ in taste, making them challenging options for consumers Although Nestlé Milo still holds the largest percentage of this market, Ovaltine is also considered a danger with aggressive marketing campaigns that hit the customers' minds Furthermore, Nestle Milo in Vietnam is always competing with indigenous brands such as TH True Milk, Vinamilk, Love'in Farm, Nutrifood, …
Picture 1.7: Ovaltine – Source: https://www.pokka.co/partner-brands/ovaltine
Nestlé Milo is a global leader in food and beverages with a large manufacturing and sales network During Covid-19, Nestlé has consistently supported the Vietnamese government in its battle against the pandemic The motivational support program "Always healthy, always positive" has encouraged people to lead active lifestyles Moreover, Nestlé has assisted affected small business partners such as Vietnam small restaurants, small diners, and school canteens with a total gift value of up to 22 billion VND Notably, Nestlé gave schools 2,000,000 cartons of Milo milk to mark the end of social segregation and kids' return to school.
Picture 1.8: Nestllé Milo charity activities – Source: https://tinyurl.com/2nlqw8qa
When starting a business, all businesses must identify the market as customers who can satisfy their demands The customer is the most important aspect of the microenvironment. Because all marketing activities are customer-centric and customer satisfaction
+ Consumer markets: Households, students, and children, …
+ Reseller markets: Supermarket chains such as Big C, Vincom, AeonMall, convenience stores.
+ Government markets: Volunteer organizations belonging to the government, and charitable organizations.
Picture 1.9: Customer of Nestlé Milo – Source: https://timhieuvietnam.vn/nestle-milo-ra-mat- ong-hut-giay-cho-san-pham-milo-bua-sang-khuyen-khich-thoi-quen-tieu-dung-xanh
Vietnam is one of the developing countries with the golden population pyramid along with the top 15 populations in the world Vietnam has a young population structure, with 4234 babies being born on average every day, which makes it ideal for producing goods that give kids nourishment Given the wide variety and wealth of human requirements in today's world, dairy enterprises have a fantastic potential to dominate the Vietnamese market Scientists have shown that youngsters between the ages of 4 and 18 have higher calcium requirements than adults, necessitating the use of milk supplemented with calcium This characteristic sets Milo with chocolate 10 barley flavor apart from other kinds of milk made mostly from cows, which has aroused the impressionable taste senses of this age group Due to these population features, Nestle Milo may find a market in Vietnam.
The first Nestle office was established in 1912 It is thus accurate to state that this group has nearly fully understood Vietnam's economic position from the very beginning of industrialization in order to enter the Vietnamese market Particularly, the GDP per capita rose and the poverty rate significantly decreased The GDP has grown significantly and quickly, which has increased consumer spending power on goods and services for personal care According to market research, milk, and dairy product consumption is increasing in
First at all, please compare the revenue and profít of Milo and Ovaltine in recent years:
Net Revenue (VND Billion) Profit (VND Billion)
Year Milo Ovaltine Milo Ovaltine
Table 2.3: Revenue and Profit comparison between Milo and Ovaltine – Source: Doanhnhan.vn
With Ovaltine's marketing strategy being assessed as quite lackluster in the past, the recent media event Ovaltine has made a strong leap As a famous Swiss brand, however, Ovaltine still has to overcome a big obstacle when Milo still considers herself a "big sister" in the Vietnamese market Ovaltine's advertising campaign with "disgusting" responses recently has helped the company regain market share in Vietnam With the campaign causing a media storm for a long time, Ovaltine is expected to have more explosive campaigns and make a story in the future.
Currently, Néstle Milo has 136 distributors, hundreds of thousands of genuine agents, and millions of retail outlets and has product coverage throughout 63 provinces and cities nationwide.
In 2020, the COVID-19 pandemic broke out, and the world economy, in general, was severely affected For small service businesses, this outbreak has caused many people to face unprecedented difficulties and even some people had to temporarily close their businesses In order to support the struggling retail business partners including small shops, small restaurants, and school canteens, to have more determination to overcome “the storm”, Nestlé Vietnam has implemented the Program " Overcome Challenges, Embrace Opportunities” to encourage these business partners to reopen and resume business activities The total value of this initiative is expected to be 22 billion VND in the form of Nestlé products.
Picture 2.9: Nestle Vietnam supports partners – Source: Laodongthudo
Besides that, by cooperating with the Ministry of Education and Training and the Vietnam General Administration of Sports, many schools have been sponsored by Milo, providing exercise equipment and sports, and many localities are supported to organize sports and fitness movements The campaign used major social networks such as Facebook, and Youtube to share inspirational stories to young people in the Vietnamese community.
Results of the campaign: more than 320,000 parents have committed to act with Nestlé in the actualization of the "Overall project to develop physical fitness and stature of Vietnamese people in the period 2011-2030" The success of the campaign also extends beyond Vietnam, taking Nestle to surpass more than 600 other outstanding campaigns in the Asia Pacific to become the first Vietnamese food and beverage business to be honored Effie Award 2018 (one of the most prestigious awards in the field of advertising) The campaign of Nestlé Milo and Ogilvy Vietnam contributes to strengthening children's perception of playing sports
Context analysis in 5C is the assessment and consideration of the surrounding environment of the business, including factors such as the market, business planning, cultural backgrounds, laws, economic situation, social class, etc This can help businesses have an overview of the business environment and geographical factors, status, etc may affect their business This essay will implement Context analysis according to the PEST Analysis model.
Legal: From January 1, 2023, the regional minimum wage will continue to comply with
Decree 38/2022/NĐ-CP stipulating the minimum wage for employees working under labor contracts.
Specifically, the regional minimum wage in 2023 by month for employees are as follows:
Region Regional minimum wage by month
Table 2.4: Regional minimum wage in 2023 by month for employees – Source: Thuvienphapluat
According to above Table, the minimum wage in 2023 by region has increased, not nearly 3 million a month as in previous years Thus, the increase in this salary will help boost the purchasing power of consumers, contributing at least a small part to the Milo dairy market. However, at present, the sense of law enforcement is still incomplete, especially in the field of anti-manufacturing and trading in counterfeit goods, counterfeit goods, and smuggling.
In 2022, Nestlé Vietnam Co., Ltd was once again voted as the most sustainable enterprise in Vietnam in 2022 in the field of manufacturing This is the second year in a row that Nestlé Vietnam has been recognized as the Most Sustainable Enterprise in Vietnam in the manufacturing sector and for the fourth year in the Top 3 Most Sustainable Enterprises To achieve this recognition, Nestlé Vietnam has met the CSI 2022 Sustainability Index with 130
22 indicators, of which 68% are related to legal compliance requirements - which are mandatory for all enterprise.
BODY
SWOT ANALYSIS
1.1: Strong resources from mother group Nestle:
Nestlé S.A is a Swiss multinational food and beverage group with its headquarters in Vevey, Vaud, Switzerland It is the largest food company in the world, measured by revenue and other metrics, as of 2014 The group ranked 64th in the 2017 Fortune Global 500 list and 33rd in the 2016 edition by Forbes Global 2000 (list of largest public companies)
Nestlé products include baby food, health food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen foods, pet food and snacks.
Milo milk with the main nutritional ingredient of whole wheat germ – PROTOMALT® (registered name Protomalt®) is produced at NESTLÉ's Jurong Factory in Singapore, the world's largest single malt extraction factory.
With a new closed production process, PROTOMALT® contains less sugar and more oligos and polysaccharides (complex carbohydrates) The new Milo contains a balanced blend of carbohydrates from the finishing ingredients.
1.3: Strong brand awareness and high market share:
By the end of October 2018, Milo still proved its "market leader" position with continuous growth over the years, leading the "energy milk" market with 60.4% market share, the
25 highest figure ever to date (more than 10 times larger than Ovaltine), up 5.6% (almost the entire market for Ovaltine).
Thus, it is understandable that Milo (Nestlé) always keeps an "indifferent" attitude to the
"purposeful" attacks from Ovaltine (FCV), because Milo simply "has no worthy opponent" and is focusing on strengthening its "champion" position Perhaps this is what Milo "likes".
If Ovaltine only really came back in 2018 after many years of "sleeping", Milo has more than
20 years of presence in the market During that journey, Milo has always persisted in carrying out her noble "mission": continuously launching quality new products, focusing on increasing sales points, actively implementing meaningful promotional programs for consumers like
Milo is best known through the brand's sponsorship activities for sporting events in many countries, especially tournaments between elementary and middle schools By partnering with youth sports agencies, Milo and them create national and international sporting events.
At these events, Milo product stalls are opened and free drinks are offered to attendees This is an effective way to re-affirm the brand with products associated with sports activities, health training, creating a favorable look from customers.
It cannot be denied that social networks are increasingly becoming a necessity in daily life. Understanding this, businesses make the most of this medium to contribute to increasing sales through campaigns that appear every day that we can see on Facebook, Youtube, Instagram, etc.
Nestle is not an exception, especially with the Milo brand product line, has deployed many impressive marketing campaigns through this powerful communication channel The campaign "Dynamic Vietnam" carried out by Milo in 2017 has resonated with us most when using social networks as one of the main communication methods.
Currently, taking advantage of the distribution system of the parent group Nestle, Milo has a network of milk distribution agents spread across the country Almost all 63 provinces have official dealers and many smaller ones Not only that, but there are also grocery stores, dairy world accepting as sub-agents for systems, official agents or stores introducing Milo dairy products In addition, users can also easily buy Milo dairy products at anywhere from large supermarkets to grocery stores and department stores.
2.1: Do not change the packaging, models:
While other beverage products are constantly changing and updating with new and more modern packaging designs, Milo still retains the same old packaging and label designs that make consumers feel boring.
Not much change in taste is also one of Milo's weak points Over the years since its inception, Milo has only kept one chocolate flavor ingredient Although the taste has been improved and
26 adjusted to suit the needs of each country, it is not much different This makes Milo difficult to compete with.
2.3: No innovation and product development:
Lack of innovation and product development is the next weak point that this brand has. Although Milo is constantly looking to develop and improve its products, there is a lack of innovation and a rather slow pace of product improvement compared to its competitors.
2.4: Getting involved in a scandal that affects brand reputation:
In Hau Giang, dozens of students were hospitalized after drinking Milo milk On November
6, 2017, the People's Committee of Hau Giang province issued a press release announcing the conclusion of the incident Accordingly, the People's Committee of Hau Giang province said that the cause of food poisoning was due to drinking drinks prepared by MC Company that were contaminated with Staphylococcus aureus bacteria Or in 2021, Milo was in a mess around Milo being lumpy, stinking, uncomfortable even though the lid of the milk carton was sealed and the expiry date was still quite long in Tuyen Quang.
3.1: More and more powerful competitors:
In addition to familiar domestic competitive brands such as VinaMilk, Nutifood, etc., there are now "dairy giants" from the US, UK, France and Japan on the market.
When the EU-Vietnam Free Trade Agreement (EVFTA) has officially taken effect, the tax rates of 5-20% on European dairy products will be eliminated within the next 3-5 years, Vietnamese people will have the opportunity to buy and sell dairy products access to foreign dairy products at lower prices.
The substitutes for Milo's fresh milk products can be soy milk powder, oat milk with other drinks such as Japanese oolong green tea, Korean green tea, fruit juice Vfresh,… and in the current teen age is the appearance of milk tea – a formidable competitor of fresh milk, with the formation of many milk tea shops around schools and amusement parks to attract attention of student age.
Milo has also been very quick to launch new and unique products This is also a good sign for the response to the challenge of Milo's liquid milk substitute However, in the coming time, Milo still has to quickly grasp market demand and diversify its product portfolio further to be able to dominate the beverage market.
S-T-P STRATEGY (SEGMENTATION & POSITIONING)
No company can claim to be able to satisfy all consumers By understanding customer needs, market research, companies can divide the market into small groups They then choose a few segments to focus on in product development Milo divides the market mainly through age, the Vietnamese market is divided into 5 small segments, each segment will have its own characteristics:
Indirect customer, first- time users, potential users.
Lifestyle: Enjoy exploring, learning, hanging- out.
User status: Direct customer, first- time users, potential users, regular users.
From 14 to 18 Gender: Boys and
Personal attributes: Active, confident, fickleness.
Lifestyle: Enjoy exploring, learning, hanging- out.
User status: Direct customer, potential users, regular users.
White- collar workes and Blue- collar workers.
Adults, Single or Newly Married (no children).
Personal attributes: Active, confident, independent, fickleness.
Motives: Care about ban prestigiousness, quality and price.
Lifestyle: Enjoy exploring, learning, hanging- out.
Usage Rate: Light to Medium.
User status: Direct customer, potential users, regular users.
White- collar workes and Blue- collar workers.
Motives: Care about ban prestigiousness, quality and price
Lifestyle: Take care family and health.
User status: Direct customer, regular users, loyalty users.
Table 2.5: Segmentation of Milo in Vietnam
Newly married couples, Full Net I and II markets.
Customers looking for nutritional value and quality items.
MILO has a reasonable price, with little difference compared to the prices of similar products from other brands, making MILO one of the market leaders as it has a high market share and is supported by consumers household. Nutritionally, MILO offers a higher nutritional value than competing products with a higher content of nutritional elements Thus, along with competitive price and good quality, Milo can completely meet consumers' demand for a nutritious product for children's daily activities and physical development.
Picture 2.12: Poster Milo – Source: Internet
Nestlé MILO products appeared in Vietnam in 1994 It is considered to be "entered" quite late compared to other foreign milk brands, and even compared to milk “boss” Vinamilk (born in 1976) with the advantage of playing at home, Nestlé MILO has a much smaller
31 advantage But after 27 years of continuous development, MILO has proven to the market its flexible “When is Rome, do as the Romans do” ability and gradually rose to become one of the most loved dairy brands in Vietnam So much so that just mentioning "barley nutrition drink" people immediately think of MILO and the familiar brand green color.
3.1: Milo - a nutritious and energy-boosting drink:
Milo positions itself as a drink that provides essential nutrients and energy to support an active lifestyle, emphasizing its benefits for physical and mental performance Milo's secret to success in product development is their focus on providing nutritional value in each product they offer This sets them apart from their competitors in the market They're committed to ensuring that their products provide enough nutrition and energy for kids every day, and parents are willing to pay for it Over time, Milo has improved their nutrition communication, and they recently introduced a milk formula that contains ACTIGEN-E (The energy-releasing mixture contains 8 vitamins and 4 minerals) and PROTOMALT, which further strengthens the belief that their products are nutritious and essential for children.
In 25 years, Nestlé MILO has continuously strived to provide complete and balanced nutrition for children, encourage children to participate in sports activities and fuel the fire of Vietnamese champions From 1994 to 2019, Nestlé MILO invested nearly 5,500 billion VND to research, develop and manufacture products in Vietnam.
Nestle's Milo products have a dominant green leaf design that makes them stand out on store shelves The packaging features pictures of kids playing sports and delicious images of milk cups, making it easy for consumers to recognize the product Milo also focuses on innovation, improving the packaging by printing famous athletes' images on it and adding striking colors to encourage kids to use the products more often. Recently, Milo launched a cool new can design that inspires young people to love sports, which has made Milo a trendy brand that attracts new customers and creates a connection with loyal ones.
3.2: Nestle for environment and sustainable development:
For more than 25 years in the market, Nestle has not only brought nutritious MILO milk products to help improve children's health; but also have many practical actions to reduce waste, sustainable development of the environment and protect the green planet.
Aiming at environmental and social responsibility, Milo's marketing strategy focuses on optimizing materials to develop environmentally friendly packaging Specifically, easy-to-destroy paper boxes, recycled cans, and reusable plastic boxes At the same time, spread useful news and recycling methods to customers In 2008, Milo decided to cooperate with PIQET to create a new packaging model that ensures minimal negative impacts on the environment.
32 Picture 2.13: Impressive numbers of Milo in past 25 years of development – Source: Nestle
Starting in March 2020, MILO pioneered the use of paper straws for the MILO breakfast product line With the application of paper straws, it is estimated that in
2020 alone, Nestlé MILO will put into use more than
16 million paper straws, equivalent to reducing 6.7 tons of plastic waste This number of paper straws, if placed in series, will be more than 2,200km long, equivalent to 1.5 times the distance from Ho Chi Minh City Ho Chi Minh to Hanoi This practical action is an important step for Nestlé MILO towards a plastic-free future, helping to build a greener and cleaner Vietnam.
Nestlé Vietnam is taking small but firm steps in a big roadmap, including the transition to paper straws on MILO instant milk products and practical activities in response to the campaign “Say no to straws” sucking plastic” in association with the Ministry of Natural Resources and Environment.
These efforts also play an important role in realizing the Nestlé Group commitment: “By 2025, 100% of Nestlé packaging will be recyclable or reusable.” This is a commitment that goes hand in hand with Nestlé's vision "None of Nestlé's packaging, including plastic packaging, should be landfilled or become waste".Picture 2.14: The journey of using paper straws – Source: Nestle Vietnam
BUYING CUSTOMER BEHAVIOR ANALYSIS
The consumer decision-making process is the process that every consumer goes through before purchasing a product If we think about it attentively, there are distinct motives that lead to decision-making In this section, we will look at the objective and subjective factors that influence purchasing behavior and the purchasing decision-making process
Subjective reason means relying on personal opinions, experiences, and tastes instead of making use of objective tools, theories, and scientific data In other words, firms make an effort to attract customers based on their customers’ analysis and create different campaigns to achieve their goals In the case of Nestle Milo, they follow the form of the 4 Ps
In order to ensure the satisfaction of customers, Milo always makes the product’s features one of its priorities The first element is the right balance of nutrition Milo, when drunk in moderation as part of a balanced diet, delivers the energy needed for an active lifestyle without being fatty Milo powder is nutritionally balanced, with the proper amount of protein, carbs, and lipids This demonstrates that Milo provides us with balanced nutrients that keep us healthy and active, which also ensures the demand of buyers and consolidates brand loyalty.
Picture 2.15: Milo milk and elements – Source: https://bom.so/xCjuX2
Besides, Milo always ensures the relevance of the product to the market by creating a strong image of the brand By using its own characteristics, Milo has become a brand in the “malt drink” market One of the most common methods is to differentiate products from competitors and ensure that buyers can easily identify their items.
In 2020, Nestle Milo pioneered replacing plastic straws with paper straws with the aim of protecting the environment, and this has become one of the firm’s remarkable successes
Picture 2.16: Milo using paper straw to protect the environment – Source: https://bom.so/YXXtTo
Nestle Milo has created new product items such as Milo breakfast cereal in addition to producing Milo beverages This product is appropriate for both children and adults By doing so, consumers will have a plethora of options for purchasing Milo products Customers will also be introduced to new products, such as Milo chocolate bars.
Milo’s products are diverse, and so are their prices Each product is priced reasonably, in accordance with any economic conditions The price is reasonable, or it can be said to be cheap but extremely commensurate with the quality of the product This has helped Milo score points in the eyes of buyers Milo also applies common pricing tactics in sales, including quantity discounts, functional discounts, and seasonal discounts
Milo’s distribution strategies are similar to those of other products It is completely convenient for consumers, from being sold in retail and grocery stores to large supermarkets. Obviously, the display of its products in large locations will lead to price changes that are insignificant and non-controversial In addition, to keep up with the current trend, the
34 company’s products are also available on online shopping platforms This has given shoppers more access to the product.
Picture 2.17: Milo at the supermarket – Source: https://bom.so/KSFn0L
One of the ways to promote the sales process as well as build a brand for Milo is through the use of promotional tools such as advertising, personal selling, sales promotion, and PR We can see a certain success for Nestle Milo when using advertisements to promote product development Those ads are rated positively for reasons such as transparency, closeness to consumers, and credibility
Picture 2.18: Milo advertisement - Source: https://bom.so/y7gDaJ
Objective reason is known as a mental thought process that requires rational consideration of a situation or topic while being aware of the risk of distortion from subjective bias Beyond decision-making and our general critical thinking skill stack, objective reasoning is important In the market, objective reasons have an impact on the actions of the company and customer buying behavior, and Milo’s customer is one of the cases The objective reasons that affect Milo are considered a sociocultural environment, which includes three main elements: communication and reference groups, social class, culture, and subculture.
In the process of promoting the brand, Milo has impressed consumers with many clever strategies When a new product comes out, it needs to have more prominent features than
35 what is available in the market to attract the attention of consumers, and for Milo, it is green chocolate milk cartons with eye-catching images and catchphrases From there, the curiosity of buyers is stimulated, and they will purchase the product It was this implicit interaction that initially created the success of Nestle Milo Not only that, when it has formed a foothold in the hearts of shoppers, Milo needs to maintain the quality of the product, along with incentives and customer care And from there, we complete the basic buying and selling chain.
Based on social class, buyers can be divided into many groups, and the merchandise is given specifically to a specific class However, this has never had an influence on the purchasing decisions of Milo customers Reasonable pricing of items has helped all subjects in society access Milo In addition, through promotional videos, Milo also partly shows gender equality when placing boys and girls in sports that, according to stereotypes, are not appropriate
Milo is a popular chocolate malt drink that is consumed worldwide Culture and subculture can affect the way Milo is consumed and perceived in different regions and communities.
Culture refers to the beliefs, customs, and practices shared by a particular group of people. For instance, in some cultures, drinking Milo may be considered a common and acceptable practice, while in others, it may not be as popular In some regions, Milo may be consumed hot as a breakfast drink, while in others, it may be consumed cold as a refreshing beverage. These differences in cultural practices can influence how Milo is consumed, perceived, and sold in various locations and communities
A subculture is a subset of a broader culture that has shared interests, beliefs, and customs. Some fitness enthusiasts, for example, may take Milo as a pre-workout drink to enhance energy levels, while others may use it as a post-workout recovery drink Subcultures can also have an impact on how Milo is marketed and sold Milo, for example, might be promoted as a health drink to appeal to the fitness subculture, or as a comfort drink to appeal to the youth subculture.
Picture 2.19: Milo as a breakfast pairing - Source: https://bom.so/V9K5xf
Since then, Milo has become an energy supplement in several meals a day for users of the product Clearly, in Vietnam, we can see images of students of different ages using Milo products such as milk to boost energy before classes or recess.
2.4: Process of buying decision-making:
Like the definition and other firms, this aspect of Nestle Milo includes five stages, which are Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Post-purchase Behavior Besides, there are also various factors that have influenced the decision-making of Milo’s consumers Thus, models from different experts have been used to help understand consumers’ decision-making behavior The buying behavior of Milo customers can be analyzed based on the above factors.
IDENTIFY MARKETING STRATEGY (4P)
The goal of Nestle is to earn their customers’ trust, together with predicting consumer trends and meet the demand for their product Therefore, Nestle has a clear legal framework, a practical and flexible sense of performance Nestle Milo is a product line that has achieved significant success, and it provides meaningful study materials: product quality, marketing campaign and product management.
Picture 2.15: Nestle Milo product line – Source: https://www.google.comtong- hop-cac-loai-sua-milo-thanh-phan-cong-dung-tung-loai-va-cac-cau-hoi-thuong- gap39
Milo drink contain the right balance in nourishment, therefore provide consumer with energy and nutrition These calories come from diverse ingredients in the drink, basically malt extricate, skimmed milk, palm oil and sugar Provided that the drink is consumed moderately, Milo provides the right number of calories for daily activities without being overwhelming. Milo powder is healthfully adjusted, giving the proper proportion of protein, carbohydrates and fats
The 6 fundamental classes of supplements in nourishment are: carbohydrate, fats, protein, vitamins, minerals and water A mug of Milo drink contains all of these supplements Protein is one of the macronutrients (in conjunction with carbohydrates and fats) that's vital for building and tissues It is fundamental for sound development and improvement The protein needs (per Kg of body weight) are most noteworthy when development is fast, such as the earliest stages of childhood and adolescence It appears that Milo gives us balanced nourishment, which keeps us dynamic.
Picture 2.16: Nestle Milo beverage nutritional information – Source: https://nestle-milo- chocolate-flavored-nutritional-drink
Not just a sort of counterfeit vitality which provides energy for a brief time, Milo could be a drink with adequate sources of human vital energy and nutrition Here are two primary bunches of supplements: macro-nutrients and micro-nutrients Macro-nutrients are those that are required in huge amounts (tens or hundreds of grams) each day These are carbohydrates, protein and fats Micronutrients are those required in small amounts (micrograms or milligrams) These are vitamins and minerals Vitamins are micronutrients fundamental to the human body A lack of a few vitamins can lead to maladies or metabolic disorders Great for children, Calcium is an imperative mineral in childhood Calcium is basic for legitimate improvement of bones and teeth In the earliest stages of childhood and puberty periods, bone development is the most noteworthy So, it is critical to urge sums of calcium at these stages of development.
Besides enjoying Milo on its own as a beverage, consumer can also make some alternative and pair it with other foods to make their own favorite combination People often prefer to add Milo powder to hot or cold milk to have the malt and chocolate flavor and extra texture. When combined with cold milk, it can still maintain the rough texture of its raw state Milo can be mixed with hot milk or water to make a drink that tastes like hot chocolate or cocoa. Some people like to put sugar in Milo drink, but others like it without any sweet things because they like the way it tastes like chocolate You can also microwave a regular cup of cold Milo for around 40-60 seconds This gives the Milo drink a cover on top that has the texture of biscuit
Another way to use the powdered beverage is to sprinkle it on a bowl of ice cream, and most preferably vanilla flavored Other than ice cream, Milo on can also be sprinkled on cereal for breakfast The "Magic Milo" is a popular drink made by adding Milo to a small amount of milk with sugar and whipping it This makes the milk double in size by adding air to it Then you add a little hot water and milk one at a time, mixing each layer well to keep it light We put some whipped cream on top and then add some extra Milo or chocolate sprinkles It's a favorite beverage for kids and similar to hot Milo.
Branding refers to the characteristics of a product that are anticipated by the consumer, thereby exerting a significant impact on their purchasing behavior The process of establishing a brand can involve the utilization of a corporate title, which may be applied in a broad, generic context Alternatively, in a manner akin to the approach adopted by Milo, branding efforts may be directed toward building a distinct and individualized identity The name of a brand tells the customer what benefits they can expect, like good quality and value for their money In a store where people buy things that they are familiar to again and again, having a popular brand name is really important Milo is famous for its name and the colors it uses Every person who buys something knows about what they are buying People think of the color green when they think of Milo Milo is a strong brand that stands out from others and is valuable to its customers.
The company has always used the message "Good Food, Good Life" as its slogan and still does today The tagline is important for food companies because it shows they care about their customers Nestlé Milo promises to give people healthy food and drink choices every day, no matter where they are, so that their lives get better The slogan doesn't have to be fancy, but it has a good message that helps people remember the brand and like it
Picture 2.17: Nestle Milo packaging design – Source: https://www.google.com/url?sa=i&url=https
Packaging for the product is also focused in the design stage, so that it is simple to purchase and appropriate for the characteristics of the item In all Milo items, they always use one concept and one primary color The correct color makes a difference to awe the buyer but does not lose the excellence of the item Milo also gives careful consideration to how the product is packaged, making sure that it is both practical for every consumer case and environmentally friendly By keeping the product fresh for the buyer, it also helps to prevent wastage before and after purchase The foundation of Nestle's strategy is the optimization of materials, creation of environmentally friendly packaging, and dissemination of useful recycling and disposal information to consumers Therefore, the majority of product packaging is made of biodegradable carton paper or tin alloy cans that can be recycled and are not oxidized or rusted
Product differentiation is the method by which a business distinguishes its goods from those of its rivals in an effort to make it simple for buyers to recognize them.
Enhance the packaging: Nestle Milo has enhanced the packaging by replacing the outdated one and including an eye-catching image More information about Milo is included in the redesigned package, which also aims to alter consumers' perceptions of the food item In addition, Milo has added additional vibrant colors in addition to its primary color of green. This enhancement may encourage kids to drink Milo.
Additional items: Along with making Milo drinks, Nestle Milo has developed other products including Milo cereal breakfast This product is appropriate for both adults and children. Customers will have more options when purchasing Milo products as a result of this Milo chocolate bars and other goods will also be made available to consumers.
According to the theory of product life cycle, every product undergoes four distinct stages of market progression in a natural manner.: Introduction, Growth, Maturity and Decline
- Introduction: In this stage, Nestle have to grab attention to Milo They did successfully gain their customer trust and build a unique image for Milo They have a solid product-market strategy to highlight strengths of Milo beverage
- Growth: Once Milo has been introduced, it enters the growth stage of the product life cycle Milo applied a number of ways for reaching customer, reduce transportation fees, boost sales and therefore reaching out for a large number of audiences
- Maturity: Milo have been established with great success, and Nestle continue to hold audience focus by discount events, additional features, and keep Milo popular by marketing campaigns.
- Decline: Milo is still on the maturity phase and has proven to stay on its position for a considerable period of time
Customers will receive thorough and considerate instructions on how to use and preserve each Milo product on the packaging Each product's packaging includes a hotline phone number so that you may call if you have questions or need further information or if you don't understand it Additionally, users can purchase Milo goods on online platforms 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.
The Milo milk product range is largely targeted at low- to high-income parents with children ages 6 to 14 The solution targets parents nationwide who have kids between the ages of 6 and 14 by providing identification from the outset
MARKETING OBJECTIVES (SMART MODEL)
Objective: Increase Nestle Milo's brand awareness and market share by 15% among target consumers aged 6-18 by promoting communication on social media platforms:
Specific: Increase brand awareness and market share of Nestle through increasing social media budgets.
Measurable: The objective includes a specific metric, a 15% increase in brand awareness and market share This allows for clear measurement and evaluation of the marketing efforts. Metrics can be tracked through market research, sales data, and consumer surveys to assess the progress towards the objective.
Achievable: While a 15% increase in market share is ambitious, it is attainable within a 12- month timeframe Nestle Milo is an established brand with a strong market presence, and by implementing a comprehensive marketing campaign and strategic initiatives, the objective can be realistically achieved.
Relevant: Increasing brand awareness and market share is highly relevant to the success and growth of Nestle Milo By focusing on the target consumers aged 6-18 years old, Nestle Milo can establish long-term brand loyalty and expand its market share within a key demographic.
Time-bound: The objective specifies a timeframe of 12 months, providing a clear deadline for achieving the desired results This allows for proper planning, implementation, and evaluation of the marketing strategies within a defined timeframe.
Explanation: Nestle Milo is a popular chocolate malt beverage targeted at children and young adults To drive the brand's growth and maintain its position in the market, the following marketing objective is proposed:
Increase Brand Awareness: Enhancing brand awareness is crucial for capturing the attention of potential consumers This objective involves implementing a comprehensive marketing campaign across various channels, including television, social media, and targeted online advertising The aim is to increase the visibility of Nestle Milo among the target audience and ensure that the brand remains top-of-mind when consumers think of chocolate malt beverages.
Market Share Growth: The objective is to achieve a 15% increase in market share within 12 months This can be accomplished by conducting market research to identify consumer preferences and habits, as well as competitors' strategies The findings can inform product improvements or new product variants that cater to evolving consumer needs and desires Additionally, developing strategic partnerships with schools, sports organizations, and influencers can help promote Nestle Milo as a healthy and energizing beverage choice.
Targeted Consumer Segment: Focusing on the 6-18 years age group helps Nestle Milo establish long-term brand loyalty among young consumers This objective requires developing tailored marketing campaigns and initiatives that resonate with this specific demographic Engaging storytelling, vibrant visual content, and relatable
46 brand ambassadors can be employed to capture their attention and create a lasting emotional connection with the brand.
By accomplishing these objectives, Nestle Milo can reinforce its position in the market, drive sales growth, and solidify its brand presence among the target consumers aged 6-18 years old.
MARKETING STRATEGY & MARKETING MIX
Throughout Milo's journey towards achieving a prominent position within the Fast-Moving Consumer Goods (FMCG) industry, they have implemented a variety of widely recognized marketing tactics Our team would like to propose some ideas and recommendation about Nestle Milo marketing strategy in order for the company to continue participating in Vietnam share market.
To begin with, out ream recommend that Nestlé Milo maintains its collaboration with both the Ministry of Education and Training, as well as the General Administration of Sports and Physical Education in Vietnam Numerous educational institutions from all cities in Vietnam have been the recipient of sponsorship from Milo, whereby they are furnished with exercise equipment and sports facilities Additionally, several communities have been bestowed with backing in order to facilitate the establishment of sports and health training initiatives. Consequently, Nestlé Milo achieved an extended reach beyond its intended demographic to encompass a larger student population.
Not only does they have brilliant marketing strategies to push the use of their products, Nestlé Milo has also implemented significant environmental strategies to contribute to the preservation and safeguarding of the natural environment Our team advocates that Nestlé Milo persist in advancing the eco-friendliness of its packaging and its corresponding stages of production For instance, during the month of May in the year 2021, Nestlé Milo made an official transition towards utilizing plastic straws for its merchandise The current juncture marks a pivotal moment not only for Nestlé Milo, but also for the wider food industry in its entirety On Milo's social media platform, there are frequently presented posts containing phrases such as "Green Milo for a green earth" or "1 minute using a plastic straw, hundreds of years of painful planet " In the foreseeable future, it is advisable for Milo's factory to incorporate more sophisticated wastewater purification systems and impose intensified monitoring and maintenance measures in its facility to mitigate the harmful discharge of toxic substances into the environment.
Nestlé Milo pioneer in waste reduction and recycling in the food and beverage industry Through their campaigns and changes in packaging products, Milo made a clear announcement that they care about product quality, children's health, the environment, and nature It is obvious that Nestlé markets Milo as both a nutritional supplement and an environmental product, raising consumer awareness.
Recognizing the company goal and strategy, our group would like to offer a number of suggestions on Nestle's marketing mix or 4P strategy.
First of all, Milo has succeeded with the original version, but increasing the number of options would help tackle a much bigger market In other words, Milo should create a variety of flavors, and make more versions with different sweetness levels.
Another suggestion is that Milo should launch a new product line which helps in children's height development Since its inception, the company Milo has directed its attention towards individuals in the age range of 6 to 18, also known as the critical period for a human to grow in strength and height Parents of those children are proven to pay attention to products that can aid in that matter Launching a new product that incorporates a higher concentration of nutrients that facilitate bone and tissue development is a practical way to increase the company's revenue.
It is necessary to make a policy to tighten and unify the price at all retailers A line of Milo milk may be sold at different prices in different locations, giving customers a feeling that the price is not clear and that it is inevitable to compare prices and reputation with other milk brands.
Recently, Milo’s products are available in many countries and areas, however, the firm still needs to activate a place strategy in order to expand the brand widely To create a successful place strategy for Milo, we need to consider factors such as distribution channels, target audience, and market reach Here are the steps to develop a place strategy for Milo:
Step 1: Identify the Target Market
The first step is to identify the target market for Milo Milo is popular among children, teenagers, and young adults who have an active lifestyle Therefore, the focus should be on making the product available in places where the target audience frequents.
Milo should ensure that its products are available in all major grocery and retail stores across the country The product should also be made available in online stores and e- commerce platforms for convenience.
Milo should promote its products through various marketing channels, including social media, television commercials, billboards, and print advertisements.
Step 4: Partnership with Sports Teams
Milo should partner with sports teams and clubs to promote the product to the target audience This will help the brand to be associated with an active lifestyle and attract the attention of sports enthusiasts.
Milo should ensure that the product is available in all locations where the target audience frequents This includes schools, colleges, and sports clubs, among others. Step 6: International Expansion
Milo is a global brand Therefore, the company should focus on establishing a strong presence in other countries and expanding its distribution channels to reach a wider audience.
Last but not least, we also need to focus on promotion, which is remarkably significant when competing in the market There are various ways the firm can apply in order to advertise and develop their products as well as the brand.
Social media marketing: Promote Milo through social media channels like Facebook, Twitter, and Instagram Create engaging posts and share user-generated content to build brand awareness and loyalty.
Influencer marketing: Collaborate with influencers who have a strong presence in the health and fitness industry to promote Milo as a healthy and nutritious drink.
Sampling campaigns: Conduct sampling campaigns at gyms, sports clubs, and events where people are more likely to consume energy drinks Distribute Milo samples and discount coupons to encourage trial and purchase.
Loyalty programs: Create loyalty programs to incentivize repeat purchases Offer discounts and freebies to customers who make multiple purchases or refer their friends to buy Milo.
Point of sale promotions: Offer in-store promotions such as buy-one-get-one-free, bundle deals, and limited-time discounts to encourage customers to try Milo.
Integrated marketing campaigns: Use an omnichannel approach to promote Milo. Combine online and offline marketing efforts like TV commercials, print ads, and social media campaigns to create a cohesive brand message and reach a wider audience.
In short, since its inception, Milo has done a great job in formulating marketing strategies for product development Although the above recommendations are quite popular, brands should improvise according to current trends to ensure the set target In addition, the proposed options need to be legal, have positive competition, environmentally friendly and the brand should also ensure to maintain the quality of products and services.
1 https://vi.wikipedia.org/wiki/Nestl%C3%A9
2 https://vi.wikipedia.org/wiki/Nestl%C3%A9
3 https://vi.wikipedia.org/wiki/Nestl%C3%A9
4 https://danso.org/viet-nam/
5 https://medlatec.vn/tin-tuc/mot-nguoi-can-bao-nhieu-canxi-moi- ngay-va-cach-bo-sung-khoa-hoc-s195-n22653
6 https://www.vinamilk.com.vn/sua-tuoi-vinamilk/vi/dinh-duong/bi- quyet-bao-quan-sua-tuoi-luon-thom-ngon/
7 https://thuvienphapluat.vn/van-ban/Doanh-nghiep/Quyet-dinh-
3399-QD-BCT-phe-duyet-Quy-hoach-phat-trien-Nganh-cong-nghiep-
8 https://www.worldbank.org/vi/country/vietnam/overview
9 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-
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/
Action plan
Order products to try out products x x x x
Producing a video about the story
“Milo – từ khát vọng vươn tới đỉnh cao” x x
Hành trình sức khỏe, niềm vui gia đình”
“Cùng con làm điều đơn giản” x
(January to March): ATTRACT & SPREAD (customer’s attention to the brand)
Communications Post ads on Fanpage Introducing products, sharing about the effects of milk on developing children, scientific knowledge about child care, the benefits of milk, and introducing Nestlé's MILO milk products.
Implement the program "Milo trao dinh dưỡng – Tết yêu thương" in the
Northwest mountainous region for children and ethnic minorities with difficult living conditions and many physical and mental deprivations.
- Post sharing about the program on social networking sites such as Facebook, Milo's main website for many sponsors to know.
- At the same time, coordinate with localities and schools in the area to give meaningful Tet gifts, including 40,000 nutritious dairy products to children before Tet 2024.
To evoke positive correlations between the event and the brand image in the public mind.
Product Order products to try out products - Open points for product trial at major Reach 50% of
51 commercial centers (BigC, Aeon mall, Vincom) on weekends.
At the same time, the staff introduces and advises customers about the product. customers
(April to August): EXPECTATION (create for each consumer an expectation of the benefits the product will bring them from purchasing and experiencing the brand).
Commu- nications Producing video Tell the story “Milo – từ khát vọng vươn tới đỉnh cao”
- “Milo – từ khát vọng vươn tới đỉnh cao” has inspired millions of children and parents.
- Help children overcome their own adversity and fear to do the things they like to exercise confidence, and participate in sports confidently shine because sport is not for anyone but sport is for everybody.
- Help parents pay more attention to their children playing sports to improve their health.
- The campaign has helped a lot of children to be able to confidently play sports without fear of anything, to help them pursue their passion for sports with round cakes, running tracks, etc.
Launching viral clips on social networks.
Post on Youtube channel, Milo's official fanpage.
- Views on Youtube over 5 million
- The reach on Facebook is over 2 million
Introducing products, sharing about the effects of milk on developing children, scientific knowledge about child care, the
52 benefits of milk, and introducing Nestlé's MILO milk products.
Hành trình sức khỏe, niềm vui gia đình”
Organizing a run for parents to accompany their children (over 6 years old).
Helping children play healthy, improving health.
4 boxes of Milo milk and get 1 box of Milo milk without sugar.
Do not leave milk past its expiry date.
*The idea of making a video telling the story "Millo – Từ khát vọng vươn tới đỉnh cao” INSIGHT:
The family is always a companion on the journey of growing up in the child, always wanting the child to develop comprehensively But in recent years, due to the social context of Vietnam has created pressure on the development of knowledge in learning for children, forgetting the role of sport - an important part of the puzzle for the development of children. child's holistic development that parents are looking for In the heart of parents, they all want their children to develop both intellectually and physically, but they do not have enough time to accompany their children on the path of equal development in both aspects.
Due to the influence of society and the ideology of wanting their children to succeed, parents often tend to want their children to focus on studying and achieve high academic results, not wanting their children to spend time in sports Another part, because of the backward thinking, to avoid the risks that parents often tend to oppose to their children's pursuit of sports Each person has their own strengths, some are good at academic subjects, some are gifted in arts and sports Through the video, Milo wants parents to respect their child's forte, exercise with them to improve their health, and accompany them on every path.
Huy is a student whose academic performance is not so excellent, but he has a strong passion for sports, especially football However, due to the impact of society, Huy's family only wanted Huy to focus on studying subjects in class, so Huy also never dared to express his desire to pursue his sports career One day, when Huy was watching TV after stressful classes in class with his family, the advertisement "Milo – từ khát vọng vươn tới đỉnh cao" appeared. After the advertisement ended, for the first time Huy dared to say his wishes, hoping his parents would approve Then there was a series of days when his parents accompanied Huy to
53 soccer practice Finally, after many efforts, Huy successfully registered his name on the National Football Team.
* The idea of organizing the contest “Milo Movers: Hành trình sức khỏe, niềm vui gia đình”
- Date of the event: 7:00 a.m June 1, 2024
- Location: At Hoan Kiem Lake walking street, Hanoi
- Content of the contest: Father (or mother) will accompany the child to run sustainably along the pedestrian street of Hoan Kiem Lake.
- Prize: 20 pairs of MILO x Biti's Cool Kids' Club limited edition shoes for the first 20 runners to finish
(September to December): TRUST (increasing customer loyalty to the product)
Communication Program PR Talkshow: “Cùng con làm điều đơn giản”
Post newspaper about Talkshow Reach 40% of customers
Introducing products, sharing about the effects of milk on developing children, scientific knowledge about child care, the benefits of milk, and introducing Nestlé's MILO milk products
Product Sales promotion Conduct a promotion when buying 3 bags of Milo milk for school supplies, or sports equipment.
*Talkshow idea: “Cùng con làm điều đơn giản”
1 Program name: Cùng con làm điều đơn giản
- Broadcast every Saturday at 20:30 in December
Today's society is more and more developed, the needs of each person's life are increasing, causing everyone to rush to work, making parents and children more and more distant, taking care of children is also a difficult problem This program is built to serve as a bridge to help parents and children understand each other better Parents will understand their children's hearts as well as children understand their parents' thoughts.
- The program selects 2 guests who are 2 family members, representing the voices of parents and children Guests will come to the recording studio
- To understand each other better: 5 pairs of questions were given to 2 guests In the end, the program's statistics table will tell us how well the two people understand each other (mother/child or father/child).
- Perspective: A situational clip is given about the topic of this week's program, "Children and living conditions today" 2 guests will give their views and thoughts on this issue. Thereby, how will we see the voices of two different generations?
- We listen together: An expert doctor is invited to talk and analyze the problem that the reportage presents The doctor will retract the problem, and direct the two guests of the program and the audience in the most comprehensive way of thinking, helping everyone to see the problem raised in the most correct way!
- Finally: MC thanked the guest and the expert doctor MC gave gifts from sponsorsMILO Nestlé to guests.
CONCLUSION
With the rapid development of today's society, brands in the FMCG industry are easy to be eliminated and may have to withdraw from the market To be able to maintain and compete with other brands, Milo needs to diversify its products, and quickly launch more new product lines with different characteristics to meet the increasing needs of customers’s consumption.
So far, promotion has always been one of Milo's strengths, so take advantage and promote, know how to grasp the trend of society, and come up with appropriate strategies, especially should target customers who are children Regularly check the selling points, and survey customers' opinions from there to find and overcome weaknesses as well as promote strengths.
In conclusion, Nestle Milo has become a household name and a popular choice among consumers Its unique blend of malt, cocoa, and milk has made it a delicious and nutritious drink for people of all ages Nestle Milo has also been at the forefront of promoting an active lifestyle among children and has sponsored numerous sporting events and programs Despite some controversy surrounding its production and marketing practices, Nestle Milo remains a trusted brand for many consumers The action plan and suggestions about the firm's marketing strategy and marketing mix are based on its previous actions and conditions. However, in order to maintain success, Milo also needs to be flexible and improvise according to trends as well as society With its continued commitment to quality and innovation, Nestle Milo is poised to continue its success in the beverage industry for years to come.
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3 Mission & Vision (no date) Available at: https://www.nestle-esar.com/aboutus/missionvision.
4 Lịch sử Nestlé toàn cầu (no date) Available at: https://www.nestle.com.vn/vi/aboutus/nestle-toan-cau.
5 Nestlé Việt Nam (2020) Hát Về Một Tương Lai Khỏe Khoắn Rạng Ngời. Available at: https://www.youtube.com/watch?v=PHGdSTu00B4.
6 Thuvienphapluat.Vn (no date) Quyết định 3399/QĐ-BCT phê duyệt Quy hoạch phát triển Ngành công nghiệp Available at: https://thuvienphapluat.vn/van-ban/Doanh-nghiep/Quyet-dinh-3399-QD-BCT- phe-duyet-Quy-hoach-phat-trien-Nganh-cong-nghiep-108794.aspx
7 Bí quyết bảo quản sữa tươi luôn thơm ngon | Sữa nước (2016) Available at: https://www.vinamilk.com.vn/sua-tuoi-vinamilk/vi/dinh-duong/bi-quyet-bao- quan-sua-tuoi-luon-thom-ngon/.
8 Nestlé đồng hành chống dịch COVID-19 tại Việt Nam (no date) Available at: https://www.nestle.com.vn/vi/hoi-nestle/nestle-dong-hanh-chong-dich-covid-19.
9 Những người đóng góp vào các dự án Wikimedia (2023) “Nestlé,” vi.wikipedia.org [Preprint] Available at: https://vi.wikipedia.org/wiki/Nestl
10 Admin (2018) Dân số Việt Nam mới nhất (2022) - cập nhật hằng ngày - DanSo.Org Available at: https://danso.org/viet-nam/.
11 American Marketing Association (2023) What is Marketing? — The Definition of Marketing — AMA Available at: https://www.ama.org/the-definition-of- marketing-what-is-marketing/.\
12.Nestlé đồng hành chống dịch COVID-19 tại Việt Nam (no date b) Available at: https://www.nestle.com.vn/vi/hoi-nestle/nestle-dong-hanh-chong-dich-covid-19.
13.Bích N (2023) “Chiến lược marketing của Milo – Giải pháp phát tri•n toàn diê €n,” Nhà Hàng Số [Preprint] Available at: https://nhahangso.com/chien-luoc- marketing-cua-milo.html.
14 Mar B and Mar B (2022) “Các đối thủ cạnh tranh của Milo | Brade Mar,” Brade Mar, 26 October Available at: https://brademar.com/cac-doi-thu-canh-tranh-cua- milo/.
15.Nhịp Sống Kinh Tế Việt Nam & Thế Giới (2022) “Nestlé Việt Nam và hành trình trở thành doanh nghiệp bền vững nhất năm 2021,” 26 January Available at: https://vneconomy.vn/nestle-viet-nam-va-hanh-trinh-tro-thanh-doanh-nghiep-ben- vung-nhat-nam-2021.htm.
16 Doi S (2023) YouNet Media Index: Bảng xếp hạng Thương hiệu tháng 12.2022 - YouNet Media Available at: https://younetmedia.com/younet-media-index-bang- xep-hang-thuong-hieu-thang-12-2022/.
17 Kỳ N.H (2022) “Tất tần tật những bí quyết thành công trong chiến lược Marketing của Milo! - Giải pháp Marketing,” Giải pháp Marketing, 9 September. Available at: https://giaiphapmarketing.vn/chien-luoc-marketing-cua-milo/.
18.MILO hé lộ “năng lượng” tiếp sức thành công cho chiến dịch “Thể thao luôn tìm thấy nhà vô địch trong con” | Tâm Thương (no date) Available at: https://advertisingvietnam.com/milo-he-lo-nang-luong-tiep-suc-thanh-cong-cho- chien-dich-the-thao-luon-tim-thay-nha-vo-dich-trong-con-l17110.
19 Đô T.V.B.L.Đ.T (2020) “Nestlé hỗ trợ 22.000 cửa hàng nhỏ, quán ăn và căng-tin trường học vượt khó do Covid- 19,” Báo Lao Động Thủ Đô, 19 May Available at: https://laodongthudo.vn/nestle-ho-tro-22000-cua-hang-nho-quan-an-va-cang-tin- truong-hoc-vuot-kho-do-covid-19-108433.html.
20 Đỗ P (no date b) NESTLÉ MILO làm thế nào “lách qua khe cửa hẹp” để chiến thắng trên “đấu trường” sữa Việt Nam? Available at: https://mobiwork.vn/nestle- milo-lam-the-nao-lach-qua-khe-cua-hep-de-chien-thang-tren-dau-truong-sua-viet- nam/.
21.Vinamilk liên tục dẫn đầu ngành hàng sữa nước nhiều năm liền (no date). Available at: https://www.vinamilk.com.vn/vi/tin-tuc-su-kien/2256/vinamilk-lien- tuc-dan-dau-nganh-hang-sua-nuoc-nhieu-nam-lien.
22 Hạnh L (2020) “Chiến lược Marketing của Ovaltine: Sự Im hơi lặng tiếng bấy lâu đ• rồi bùng nổ,” MarketingAI, 3 November Available at: https://marketingai.vn/chien-luoc-marketing-cua-ovaltine-su-im-hoi-lang-tieng- bay-lau-de-roi-bung-no/.
23 Dương, N (2022) “Từng đánh nhau ‘sứt đầu mẻ trán’, ông chủ của Milo và Ovaltine kinh doanh thế nào?,” Cộng Đồng Kinh Doanh Việt Nam, 10 November. Available at: https://vietnambusinessinsider.vn/tung-danh-nhau-sut-dau-me-tran- ong-chu-cua-milo-va-ovaltine-kinh-doanh-the-nao-a15096.html.
24.Doanh Nhân (2020) “2 năm sau chiến dịch quảng cáo ‘đối đầu’, lợi nhuận của ông chủ nhãn hiệu Milo và Ovaltine tăng giảm trái ,” 12 November Available at: https://doanhnhan.vn/2-nam-sau-chien-dich-quang-cao-doi-dau-loi-nhuan-cua- ong-chu-nhan-hieu-milo-va-ovaltine-tang-giam-trai-chieu-34963.html.
25.NESTLÉ LÀ DOANH NGHIỆP BỀN VỮNG NHẤT VIỆT NAM NĂM 2022 (no date) Available at: https://www.nestle.com.vn/vi/media/nestle-la-doanh-nghiep- ben-vung-nhat-viet-nam.