Brand positioning

Segmentation

Target market

Competitors

Industry analysis

Pop

Pod

Existing

Target market

Demographics

 MILO Shake will be targeting teenagers, generation Y ( youngsters) as well as generation X, both
gender.
 Milo consumers are either finically dependent on their parents or they earn themselves.
 All of the MILO consumers are well aware and educated. They all are health conscious and keep
check of their diet plans. They all like to keep updated of latest trends and are well aware of
those trends as well. they also like to follow those trends.
 Either they study in schools , colleges, and universities or they work professionally or on their
own.

Lifestyle

they are heavy social media users. They like to do hang-outs do outdoor activities as well like football,
cricket, badminton, basketball. They exercise in gyms like Shapes, Sukh Cha’n Wellness Club,
Gymkhana.

College and school cafes, side bars in gyms and alleys and grocery shops are the places from where they
purchase such drinks.

They spend much of their pocket money on fast food, sports, music, clothing and movies.

Youth is vital, active, enthusiastic .They adapt Courageous and Independent behaviours

• Expriencers-savour new and in-vogue stuff

• They value their friend’s opinions and usually follow them

• They shop grocery items from stores like Al fatah, jalal sons, green valley etc.
 Social class

Upper
Upper Class middle
Class

Milo
Consumers

Consumer analysis
WHO IS MILO SHAKE USER?

MILO MILK BURST SHAKE users are both males and females. Teenagers, young adults and generation
X. 5 out of 10 MILO BURST have other family members, collegues or friends consuming MILO as well.
On average they drink 2-3 MILO shake per week. Majority MILO burst heavy users are found in
Lahore, Karachi and Islamabad. MILO is specifiacally is ourcahsed when consumers need something
fresh, rich in taste or when they need energy to carry on with their work and activities.

Milo users all over Pakistan

Demographics
 56%
Males
Females

44%

Age

5-12 years 13-19 years 20-30 years 31-35 years

3% 33% 51% 13%

Occupation

School going College and University Professionals

20% 45% 35%

Marital status

60% Single 40% Married

Social class

SEC
 SEC A 30%

SEC B 40%

SEC C 20%

SEC D 10%

Teenagers and Generation Y have the HIGHEST consumption for MILO burst

35%

25%

18%
15%

6%
2%

Below 5 5-12 years 13-19 years 20-30 years 31-35 years Above 35
years years

Reasons for consuming MILO!

87% of the people say that it is rich in flavored milk which they like and it has
convenient packaging as a fresh drink
OVERALL 5-12 YEARS 13-19 YEARS 20-30 YEARS 31-35 YEARS
OLD OLD OLD OLD

It is rich in flavor 90% 90% 87% 92% 92%

It has convenient packaging as a fresh drink 87% 92% 80% 91% 82%

It is good to cool one down after playing 85% 87% 83% 84% 84%
sports and/or any physical activity

It offers instant refreshment 84% 90% 83% 81% 82%

It is good to drink with meals 82% 84% 78% 84% 82%

It has multiple flavors 81% 84% 76% 83% 76%

It offers a boost of energy 80% 80% 78% 81% 84%

CONSUMPTION FREQUENCY OF MILO

ON AVERAGE, MILO IS CONSUMED 2.-3 times a week. There is a decrease in

consumption frequency as the age decreases or increases after 33 years.

CONSUMPTION FREQUENCY BY AGE

5-12 years old Once in 2 weeks

13-19 years old 2-3 times a week

20-30 years old 2-3 times a week MILO USERS ARE TEENAGERS
31-35 years old Once a week AND MILLENIALS FROM
AFFLUENT HOUSEHOLDS
 MILO CONSUMPTION
Majority MILO burst consumers consume MILO at BREAKFAST or BETWEEN
BREAKFAST AND LUNCH and AT EVENING as a mid day snack for refreshing.
29%
20% 15% 10% 12% 9%
1% 3% 1%

MILO’s consumption is high OUT OF HOME. As 8 out of 10 MILO is consumed at

schools,colleges, universities, gym,clubs, and workplaces.

8 out of 10
times MILO is being
consumed at home

MILO burst is consumed alone and accompanied with friends or family equally.

50% 50%

In accompanied settings, it is mostly being consumed with friends or colleagues

 16% 0.1

0.35 29%

80% 46%

82% 20% 18% 61%

5-12 years 13-19 years 20-30 years 31-35 years

Family member Friend Colleague

PURCHASE DESCISION FOR MILO

MILO DRINKERS ARE HIGHLY INFLUENTIAL IN THE PURCHASE DECISION FOR MILO from friends and
colleagues. Whereas , Parents acting as gate keepers for kids aged 5-12 years old.

OVERALL 5-12 13-19 20-30 31-35

YEARS YEARS YEARS YEARS
Myself 60% 38% 66% 60% 67%
Friends or colleagues 15% 43% 15% 8% 5%
Parents 6% 18% 7% 3% 1%
Siblings 6% 1% 11% 9% 1%
Spouse 11% - - 18% 21%
Children 2% - - 2% 4%

SHOPPERS TEND TO BUY MILO WITH THE SPECIFIC MISSION OF BUYING

SOMETHING TO DRINK REFRESHING.
23% 20% 20%
16%
8% 8% 6%

85% do not consume it in store but take it away for later consumption. 15%
consume it as soon as it is brought home.
 Main shelf/aisle 5%
9%
Racks
2%
Shelf side (end or
beginning of)
37% 7%
Podium

Chiller

Shopkeeper handed
over the product

40%

MILO is mostly picked up from chillers.

BRAND POSTIONING
MILO BURST SHAKE is positioned as ON THE GO drink providing low fat low sugar nutritional
product with health benefits and multiple flavors that are rich in taste for teenagers and
adults

Strong brand elements such as young personalities feature on the tins and in marketing
campgains create awarness among youth and adults to consumer this drink.

Industry analysis
The global flavoured milk industry is in its nascent stages, and is projected to grow at a compound annual
growth rate (CAGR) of more than four percent in between 2019 and 2022 (Technavio).

In Pakistan, the liquid dairy market is primarily divided into four segments: plain dairy milk (72.8%), tea
whiteners (22.3%), flavoured milk (2.4%), cream (1.7%), and low fat milk (0.8%) – Source: Researchgate.net.
The main players within the flavoured milk segment, according to MILO’s internal estimates are Pakola (60%
market share), Dayfresh (20%), Oolala (Good Milk)and Milo (10% each).
Pakistan's liquid dairy market
According to Ahsan Javaud, Category Brand Manager, MILO, approximately 15.8 million litres of flavoured
milk have been consumed in Pakistan in 2019 so far, and this figure is considerably higher than the previous
year.

“Consumers are increasingly looking for healthier options as far as beverages are concerned. Consequently, the
consumption of unhealthy drinks is decreasing, and has paved the way for the flavoured milk category to grow
faster than other beverages,” he says.

Market share – flavoured milk brands

MILO’s direct
Competitiors
MILO’s direct compitors include PAKOLA, OLALA by Good Milk and Day Fresh’s choco latte.
MILO Around 2 out of 10 MILO users will shift to juices in case MILO is unavailable. And 6 out of 10
such users will purchase pakola if MILO is unavailable.

PAKOLA
Pakola Milk is one of the most favorite flavoured milk in Pakistan. It has no artificial colors or flavours, has no
preservatives and is gluten free. Its delicious chocolate flavour is ideal for children and is great for school
lunches and more. Available in 250ml pack.it is priced RS. 34

OOLALA!
Flavoured UHT Milk

Oolala! is all about fun and yummy taste packed with the essential nutrients of milk such
as calcium, proteins, vitamin A, D & B12 along with other key minerals. Oolala!
Flavoured Milk is available in 5 cool flavours to tantalize your taste buds in addition to
healthiness of milk. It is priced Rs. 30 for 200ml.
Dayfresh Flavored Milk
The dark, smooth, creaminess of chocolate romances the wholesome goodness of real cow’s milk, reigniting
for the love for a healthy, tasty beverage. the sweet and tangy taste of strawberries is balanced perfectly
with creaminess of real milk. Enjoy the taste that’s berry delicious. Sourced from Dairyland Farm’s high
quality milk, Hormonal injection free,Pasteurised and homogenised it is priced Rs. 35 235ml pack

Other indirect competitors

Horlics Milk Powder Ovaltine Frizzy, flavored drinks and juices

Energy drinks

MILO VS. Competitors

Problems for MILO vs. Competitors

MILO VS. MAIN COMPETITOR (PAKOLA)

 Imagery Statement MILO Pakola Difference

Provides my child with healthy nutrition 69 43 26%

Has natural goodness of Cocoa, Malt, Milk 68 44 24%

Provides my child with energy 70 43 33%

Points of Difference

 Nutrition facts
 Strengthen Differentiation

Strengthen the Healthy Energy Platform

Sports Association
 Winning in Trade
1. Further Leverage on 12 pack
2. 6 pack tray for unique SS and TER
3. Ensuring Plano gramming adherence & trade KPI’s
4. Placement of MILO branded Chillers

 Extensive Sampling
1. School activations
2. Summer Grassroot Events

3. Swimming gala (tapping 450 kids)

Points of parity
Six packs offers