asian marketing management process test brand key model of milo

LIST OF IMAGES Image 1 Milo milk pack...7Image 2 "Nhà vô địch làm từ Milo" advertising campaign...8Image 3 Ovaltine advertising campaign...9Image 4 Vinamilk fresh milk pack...9Image 5 A

Root Strengths

Milo is a famous brand in developing products based on providing energy to children through important nutrients in milk Milo's core strength lies in its ability to create a comprehensive nutritional regimen from barley extract, vitamins, and minerals, helping children develop comprehensively, from physical to intellectual With the perfect combination of energy and nutrition, Milo not only ensures that children have the strength to face each day of learning and activities, but also helps them become ready to go further each day 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 Moreover, Milo's unique flavor, created from cocoa and barley, has made many people love it and become their favorite choice.

Competitive Environment

Currently, Milo faces fierce competition from many other milk brands on the market. Direct competitors such as Ovaltine create competitive pressure right from the same cocoa milk product segment In addition, there are indirect competitors such as Vinamilk, Dutch Lady, TH True Milk, and many other dairy companies also participating in the competition by providing dairy products that can replace Milo.

Milo milk price: 32,500 VND/ pack/ 4 boxes.

- Most Ovaltine products are made from barley, milk and cocoa extracts, and are fortified with vitamins and minerals important for children's development In particular, Ovaltine is famous for their cocoa milk products and this makes Ovaltine a brand that directly competes with Milo Their marketing strategy focuses on the psychology of mothers and children, promoting children's sense of fulfillment in doing what they love.

- In contrast, Milo focuses on promoting the spirit of competition and development, with the message "Champions made from Milo." They encourage children to become champions in every activity A particularly important point here is the cultural contrast between the two brands These two strategies both target children's positivity, but Milo focuses on promoting outstanding achievement, while Ovaltine emphasizes fun and passion.

Image 2 "Nhà vô địch làm từ Milo" advertising campaign

- Vinamilk is a company headquartered in Vietnam with a large market share of 48.7% in the fresh milk market They operate with 12 manufacturing plants, 6 domestic subsidiaries and 5 foreign subsidiaries or affiliates In 2018, Vinamilk was one of the Top 200 companies with the best revenue of over 1 billion USD in

Image 4 Vinamilk fresh milk pack

Asia Pacific This brand is famous for its variety of natural milk flavors such as strawberry fresh milk, chocolate, orange, banana, grape, and many other flavors and is considered a formidable competitor of Milo in the general dairy market.

- Having the second largest market share in Vietnam (25.7%), this is a strong and reputable brand in the Vietnamese dairy market with reasonable prices and diverse

Image 5 A chart illustrating the market share of milk

Image 6 Dutch Lady milk pack products Dutch Lady is famous for producing pasteurized milk, packaged according to international standards, safe for users, and full of essential nutrients and vitamins to meet the milk needs of all ages In addition, Dutch Lady also owns two long-standing and extremely popular product lines: Fristi and Yomost which gives the brand 16% brand recognition in the Vietnamese dairy market.

- TH True Milk is famous for its clean and pasteurized milk, which has won many customers' trusts in this milk brand and capturing a remarkable 30% market share in the urban retail distribution of fresh milk Although it hasn't been around for as long as Vinamilk, the brand still maintains a solid foothold, known by everyone for its clean milk brand at mid-range prices.

Image 7 TH True Milk milk pack

Target

- Gender: All genders, suitable for both boys and girls.

- Age: Milo focuses on product users who are children aged 6 - 14 years old This is an important stage in the process of comprehensive height, intellectual and physical development Furthermore, this age also needs a lot of energy for children's daily play and learning activities.

- Family size: these are families with young children, where parents, especially mothers, play a significant role in decision-making and purchasing.

- Income: Children in the age range of 6-14 have no income.

- Social class: With a price range of 32,500 VND for a pack of 4 Milo milk boxes, families with at least a low to middle social class can easily afford and use the product.

Milo's target customer group spans across the entire country, from vibrant urban centers to rural areas.

- Shopping location: Parents often purchase Milo milk at supermarkets, convenience stores, markets, grocery stores,

- Shopping purpose: They buy out of habit or according to their children's interests.

- User status: Categories include non-users, ex-users, potential users, first-time users, and regular users

- Price sensitivity: They are not sensitive to price.

- Usage Time: Milo milk is commonly used to supplement energy, especially during breakfast, as an essential part of children's daily diets.

Sports activities have a significantly positive impact on a child's development They help children build strong physical health and develop a healthy mindset Sports also teach children valuable skills, such as time management and goal setting, which are essential for the future Since our son started playing badminton, we've noticed a considerable increase in his height He's already

156 cm tall, and both my husband and I are not particularly tall We are delighted by his growth We believe that diet and lifestyle also positively affect his height.

Question 3: Do you feel that it is important for your child to have enough energy and health to participate in physical activities? Why?

Ensuring that our child has sufficient energy and health to participate in physical activities is vital to us However, both my husband and I have office jobs, so it's challenging to prepare elaborate meals for him Fortunately, we live with my parents-in- law, and they're quite modern My mother often watches healthy eating channels on YouTube and incorporates those principles into our child's meals Every day, she ensures that our son has well- balanced meals at the right times Our son attends school in the morning and has extracurricular activities starting at 6 pm My mother insists he finishes his meal before going anywhere My father, on the other hand, is concerned that our son might not have enough energy to study, so he occasionally sneaks in extra snacks, even though we've already given our son money.

Question 4: How do you think milk products contribute to providing energy for your child to participate in sports activities?

When you're actively engaged in sports, you can burn a lot of energy During physical activities, you may feel hungry and drained, and that's when milk comes into play It provides a quick energy source to refuel your body We usually buy milk in advance for the week and keep it in the refrigerator Every day, our son takes a box with him to school or to the badminton court so that he can have a quick energy boost when needed Besides milk, there are other energy-boosting options like energy drinks and vitamins. However, milk is the most convenient and balanced choice, along with the occasional sweet treat.

Question 5: When choosing milk for your child, do you consider the nutritional aspects of the product to ensure that your child has enough energy for sports activities? If so, what nutritional aspects do you usually focus on?

As for the nutritional aspects, there are various milk options available, each with unique nutritional profiles For instance, Milo leans more towards oats, which is considered good for health, while Vinamilk offers different flavors and includes essential vitamins like B3 and B5 I generally choose milk based on the vitamins my child needs, as I can't provide all the necessary vitamins through his diet I look for specific vitamins in milk to complement his nutritional needs.

Question 6: How do you prioritize the taste and price of milk products?

In terms of taste and price, I prioritize nutrition over taste My child is not particularly picky, so I rotate between different milk brands to provide variety I might choose Vinamilk one day, Milo the next, and Ovaltine the day after However, when it comes to price, it's not a significant concern for us We are not wealthy, but we prioritize spending on quality, especially when it comes to our child's nutrition.

Question 7: Do the information and advertising from milk brands influence your purchasing decisions? Why?

In reality, advertising and commercials have a minor impact on my milk choices I pay attention to ads to learn about the brand and the nutritional content, but I don't rely solely on advertising Instead, I seek information from different sources, such as parenting groups on social media or recommendations from family and friends I believe that reviews from people who have actually used the products are more trustworthy and provide a better insight into the quality and effectiveness of the milk.

After conducting a survey of 21 respondents, who were a group of mothers aged 30 to 50 having children aged 2 to 19, the following results were obtained:

When asked about whether their children often engage in sports and physical activities and the frequency of their participation, most respondents mentioned that

82 their children are very active and frequently participate in physical activities such as soccer, badminton, swimming, volleyball, and more.

All respondents agreed that sports activities significantly impact a child's development It not only promotes physical health but also enhances mental well- being, confidence, and social skills in children.

Moreover, they all emphasized the importance of ensuring that their children have enough energy and health to participate in physical activities These mothers often provide multiple meals during the day, prepare snacks, sandwiches, and milk products to ensure their children have the required energy for a day filled with play and learning Milk is a top choice for these mothers due to its convenience and nutritional benefits.

When selecting milk for their children, 76% of respondents are concerned about nutritional components They pay attention to factors such as protein, calcium, various vitamins, and the reliability of the brand Only 24% believe that most milk products offer similar nutritional content, focusing more on the brand's reputation when making their choice.

Regarding the taste and price of dairy products, respondents had varied opinions. Some prioritize taste because they believe that expensive products that their children do not enjoy will not be consumed Others prioritize price because they feel that excessively cheap products might compromise quality and not provide adequate nutrition for their children.

28.6% of respondents stated that advertisements from dairy companies influence their purchasing decisions Conversely, 42.8% of the mothers do not trust advertising and 28.6% mentioned that advertising plays a minimal role in their milk selection Instead, recommendations from family, friends, colleagues, or reviews from parenting groups on social media are more trusted sources because these individuals have practical experience with the products and can attest to their effectiveness for their children.

Based on the interview results, our team derived the insight that:

During their development, children typically have high energy needs and a natural inclination for exploration and overcoming challenges Therefore, in this stage, they require additional energy to engage in physical activities and be prepared to face various aspects of life For this reason, parents deeply desire that their children grow up healthy, active, and creative in the realm of sports Simultaneously, parents aim to instill in their children an awareness of caring for and safeguarding their personal health, as this forms the foundation for their growth and maturity.

Nestlé MILO provides a balanced ratio of protein, fat and carbohydrates At the same time, it is also rich in iron, B vitamins (B1, B2, B3, B6, B12) and vitamin C for children to supplement nutrients A glass of Nestlé MILO can provide 50% of the calcium needed daily The protein in MILO helps build and repair the body, important for growth In addition, MILO contains enough iron, helping children avoid fatigue and poor concentration The Activ-GoTM compound in MILO, including PROTOMALT® and essential substances, supports children's energy, muscles, bones and enhances children's physical and intellectual performance.

Motivation for success Inspiring an active life for Vietnamese children.

Milo brings peace of mind to parents by providing the necessary nutrients for children's development and health protection.

Milo milk has a flavor that blends delicious, rich barley cocoa.

Milo believes that physical activity is extremely important for health, especially for children and teenagers Therefore, providing smart nutritional choices and energy supplements is essential for children to perform at their best.

Milo develops the personality of a child who loves sports with a spirit of striving and an enduring will to become a champion.

With more than 25 years of development in the Vietnamese market, Nestle MILO has affirmed its position as a reliable barley milk brand trusted by many parents.

Image 8 Health benefits from playing sports

Image 9 Natural ingredients of Milo milk

Insight

What customers think