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

VIETNAM GENERAL CONFEDERATION OF LABORTON DUC THANG UNIVERSITYFACULTY OF BUSINESS ADMINISTRATION

SUBJECT: ASIAN MARKETING MANAGEMENTPROCESS TEST

BRAND KEY MODEL OF MILO

Lecturer: MBA Nguyen Thi Quynh AnhGroup: Gia Dinh Phep Thuat

3 Tăng Mỹ Ngọc 721H00784 Cao Phương Quỳnh Nhi721H00925 Dương Hà Phương 721H0496

HO CHI MINH CITY, 23 OCTOBER 2023

MEMBERSHIP ASSESSMENT TABLE

1 Phan Ly Na (Leader)

721H0092 Part 4, 6, 7, 8 100%

5 Dương Hà

Phương 721H0496 Part 4, 5, 9 100%

6 Huỳnh Hoàng Trâm

721H0679 Part 4, 6, 7, 8 100%

7 Trần Ngọc

Yến Vi 721H0684 Part 1, 2, 3, 4 100%

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LIST OF IMAGES

Image 1 Milo milk pack 7

Image 2 "Nhà vô địch làm từ Milo" advertising campaign 8

Image 3 Ovaltine advertising campaign 9

Image 4 Vinamilk fresh milk pack 9

Image 5 A chart illustrating the market share of milk 10

Image 6 Dutch Lady milk pack 10

Image 7 TH True Milk milk pack 11

Image 8 Health benefits from playing sports 86

Image 9 Natural ingredients of Milo milk 86

Image 10 ActiveGo in Milo 87

Image 11 Milo ingredients and the nutritional facts of Milo 88

Image 12 TVCs of Milo 88

Image 13 Recipe for drinks from Milo products 89

Image 14 Milo applies paper straws 89

Image 15 "Energy to go further" TVC 90

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BRAND KEY MODEL OF MILO1 Root Strengths

Milo is a famous brand in developing products based on providing energy to childrenthrough important nutrients in milk Milo's core strength lies in its ability to create acomprehensive nutritional regimen from barley extract, vitamins, and minerals, helpingchildren develop comprehensively, from physical to intellectual With the perfectcombination of energy and nutrition, Milo not only ensures that children have the strengthto face each day of learning and activities, but also helps them become ready to go furthereach day At the same time, strengthen the function of the skeletal system, activelysupport the intellectual activities of the child and increase the child's ability to concentratebetter in learning Moreover, Milo's unique flavor, created from cocoa and barley, hasmade many people love it and become their favorite choice.

2 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 samecocoa 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 thecompetition by providing dairy products that can replace Milo.

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

7Image 1 Milo milk pack

- Price: 33,000 VND/ pack/ 4 boxes.

- Most Ovaltine products are made from barley, milk and cocoa extracts, and arefortified with vitamins and minerals important for children's development Inparticular, Ovaltine is famous for their cocoa milk products and this makesOvaltine a brand that directly competes with Milo Their marketing strategyfocuses on the psychology of mothers and children, promoting children's sense offulfillment 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 tobecome champions in every activity A particularly important point here is thecultural contrast between the two brands These two strategies both targetchildren's positivity, but Milo focuses on promoting outstanding achievement,while Ovaltine emphasizes fun and passion.

8Image 2 "Nhà vô địch làm từ Milo" advertising campaign

- Price: 32,000 VND/ pack/ 4 boxes.

- Vinamilk is a company headquartered in Vietnam with a large market share of48.7% in the fresh milk market They operate with 12 manufacturing plants, 6domestic subsidiaries and 5 foreign subsidiaries or affiliates In 2018, Vinamilkwas one of the Top 200 companies with the best revenue of over 1 billion USD in

9Image 4 Vinamilk fresh milk pack

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

Dutch Lady

- Price: 33.000 VND/ pack/ 4 boxes.

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

10Image 5 A chart illustrating the market share of milk

Image 6 Dutch Lady milk pack

products Dutch Lady is famous for producing pasteurized milk, packagedaccording to international standards, safe for users, and full of essential nutrientsand vitamins to meet the milk needs of all ages In addition, Dutch Lady also ownstwo long-standing and extremely popular product lines: Fristi and Yomost whichgives the brand 16% brand recognition in the Vietnamese dairy market.

TH True Milk

- Price: 36.000 VND/ pack/ 4 boxes.

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

11Image 7 TH True Milk milk pack

3 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 andphysical development Furthermore, this age also needs a lot of energy forchildren'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 theproduct.

Milo's target customer group spans across the entire country, from vibrant urbancenters 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.

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child's development?

Sports activities have a significantly positive impact on a child'sdevelopment They help children build strong physical health anddevelop a healthy mindset Sports also teach children valuableskills, such as time management and goal setting, which areessential for the future Since our son started playing badminton,we've noticed a considerable increase in his height He's already156 cm tall, and both my husband and I are not particularly tall Weare delighted by his growth We believe that diet and lifestyle alsopositively affect his height.

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

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

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Question 4: How do you think milk products contribute toproviding energy for your child to participate in sportsactivities?

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

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

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

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

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

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

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

4.4 What customers think

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

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

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

All respondents agreed that sports activities significantly impact a child'sdevelopment 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 haveenough energy and health to participate in physical activities These mothers oftenprovide multiple meals during the day, prepare snacks, sandwiches, and milkproducts to ensure their children have the required energy for a day filled with playand learning Milk is a top choice for these mothers due to its convenience andnutritional benefits.

When selecting milk for their children, 76% of respondents are concerned aboutnutritional components They pay attention to factors such as protein, calcium,various vitamins, and the reliability of the brand Only 24% believe that most milkproducts offer similar nutritional content, focusing more on the brand's reputationwhen 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 theirchildren do not enjoy will not be consumed Others prioritize price because theyfeel that excessively cheap products might compromise quality and not provideadequate nutrition for their children.

28.6% of respondents stated that advertisements from dairy companies influencetheir purchasing decisions Conversely, 42.8% of the mothers do not trustadvertising and 28.6% mentioned that advertising plays a minimal role in theirmilk selection Instead, recommendations from family, friends, colleagues, orreviews from parenting groups on social media are more trusted sources becausethese individuals have practical experience with the products and can attest to theireffectiveness for their children.

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4.5 Insight

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

During their development, children typically have high energy needs and a naturalinclination for exploration and overcoming challenges Therefore, in this stage, theyrequire additional energy to engage in physical activities and be prepared to face variousaspects 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 theirchildren an awareness of caring for and safeguarding their personal health, as this formsthe foundation for their growth and maturity.

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5 Benefits

5.1 Functional benefits

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

5.2 Emotional benefits

Motivation for success Inspiring an active life for Vietnamese children.

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

5.3 Sensorial benefits

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

6 Values, beliefs & personality

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