MILO

Market Research & Suggestion

to be Top-of-mind product
among students

Group 4
 Table of Content

1 2 3
CATEGORY COMPANY ABOUT MILO

4 5 6
COMPETITOR CUSTOMER MARKETING MIX
 1
Category
Overview of the Milk market
Considered essential commodities, domestic
demand for milk remained stable
 Drinking milk made up half of the dairy market

Despite the pandemic, milk consumption remained stable as fresh

milk and yogurt help increase immunity
Revenue of the milk market observes a positive trend

In general, the milk industry is still expected to grow sustainably

 2
Company
 Company

History Mission statement

A prominent brand in Vietnam over 28 2016 establish the "Active
years, leading the cocoa beverage for Vietnam" program
children aged 6-12 years old
 3
About MILO
 Features and
functions:
extracts from whole grain barley, milk and
cocoa powder
Design and
Packaging
 Market share

4th
Dairy & Dairy Substitutes in
the Vietnam market (2020)

on top
10.7 and 31.8 CRPs
Unique
selling
point
 4
Competitor
Direct Competitor

Ovaltine is the only major direct competitor of MILO

Indirect Competitor

Big domestic brands such as Vinamilk and TH True

Milk are some of the indirect competitors
Positioning Map
 5
Customer
 Target Customer
Demographic Geographic
Age: 19-22 Country: Vietnam

Sex: Female, Male City: Ho Chi Minh

Family cycle: single, no children City size: 9 million

Income: 1-2 million VND Density: Urban

Occupation: students Climate: Southern

Education: undergraduate
 Target Customer
Psychographic Behavioral
Social class: middle class Occasions: daily - regular

User status: potential user

Lifestyle: active, busy, fast-
paced, heavily Loyalty status: medium
influenced by social
media, tech-savvy Readiness stage: aware & informed

Personality: open-minded, Attitude: indifferent

supportive,
entrepreneurial,
independent
 Customer Journey

Stage Awareness Consideration Decision Experience Loyalty

- Ads on Television
- Research about
- See social media
products (nutrition,
campaign - Rebuy products
Customer package,...) - Consume
- Notice booths (in - Buy products -Recommend to
actions supermarkets,
- Compare features products
friends and family
and price with other
shopping malls,...)
products
- Hear from friends

- Traditional Media -E-commerce

Touch - Social Media - Word of mouth platforms - Word of mouth
- Product
points -Digital Advertisement - Social media -Supermarket - Social media
- Word of mouth -Convenience stores

Customer
hesitant curious interested satisfied excited
experience
 Customer Survey

1. Most students make decision and purchase milk

dairy product themselves
 Customer Survey

2. Despite its popularity and satisfaction from consumers,

MILO products are not consumed on a regular basis.
 Customer Survey

3. Most important factors influence students’ decision on milk

product: brand’s reputation, nutrition, taste and reasonable price
 Customer Survey

4. The majority of students believe that milk is a nutritious

beverage and an energizer.
 Customer Survey

5. According to students’ perspective, Milo has a young and energetic

image, good taste, reasonable price and is easy to purchase.
 Customer Survey

6. Students want to reduce sweetness and wish that Milo will have
more promotional offers.
 6
Marketing Mix
Insight
After an exhausting day at school, I am longing
to have my energy boosted. As a student, I can
only afford beverages that are either cheap or
accompanied with promotional offers.
Moreover, I want my drinking experience to be
more interesting.
 Marketing Mix

Product Price Place Promotion

Enhance flavor by reducing
sweetness
Focus on an eco-efficient
packaging approach that creates
differentiation
Innovates fun and exciting
functions/packaging design to
enhance drinking experience
Offer more discounts Distribute products Spotify, Facebook ads
such as quantity primarily on campus Billboards at bus stop ->
discounts, functional and local QR code that links to
discounts, cash supermarkets MILO website
discounts that are Implement vending Sponsorship for
customized for machines on campus university clubs
college students and public places Booth activation / POSM
THANK
YOU