A Marketing plan for Milo Choco Rice: A Nestle Philippines Brand

• Main Authors: Baldia, Christian Martin W., Laforteza, Giordan C., Lorico, Lawrence Dominique D., Raralio, Andrea Aurora Teresa D.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11818
• Institution: De La Salle University

As current market leader in the saturated Malt-Based Powdered Drinks segment with an undisputable 89% market share, MILO sought ways to expand its consumer base for long term profitability. Observing the exponential growth of the Cereal Beverages Category in recent years, MILO developed its own cereal beverage, MILO CHOCO RICE, to be launched in July, 2010. This marketing plan aims to effectively communicate the launch of MILO CHOCO RICE to the consumers aligning specific targets to be met by the MILO brand during its initial six months in the market. Based on macro trends foreseen in the Philippines, a comprehensive framework was incorporated to perform market segmentation for Cereal Beverages and ultimately identify a conclusive target market for MILO CHOCO RICE, concentrating on SEC DE households. Priority objective is to generate a 70% awareness of the product through a detailed promotional campaign and to sell 23,136,090 packs amounting to a sales value of P115, 680,450 through selected distribution channels in six months. An investment budget amounting to P100, 761,367.84 will be utilized for the proposed promotional strategies of the plan which includes above-the-line and below-the-line promotions, consumer and trade promotions, and public relations programs. A projected gross income of P146, 513,570.13 in two years excluding various expenses not reflected in the proposed marketing mix strategies. Evaluation tools will be used in order to set up control measures for the effectiveness of the marketing plan.