Marketing Plan for Nestle Milo

Running Head: MARKETING PLAN
MARKETING PLAN
Name of the Student:
Name of University:
Author Note:

1MARKETING PLAN
Table of Contents
Part A...............................................................................................................................................3
Part B...............................................................................................................................................5
Introduction......................................................................................................................................5
Background......................................................................................................................................5
Situational Analysis.........................................................................................................................6
Pestle analysis..............................................................................................................................6
Political....................................................................................................................................6
Economic.................................................................................................................................6
Social.......................................................................................................................................7
Technological..........................................................................................................................7
Legal........................................................................................................................................7
Environmental..........................................................................................................................8
Swot analysis...............................................................................................................................8
Objectives........................................................................................................................................9
Target market...................................................................................................................................9
Consumer behaviour in target market............................................................................................10
Marketing strategy.........................................................................................................................11
Product...................................................................................................................................11
Promotion..............................................................................................................................11

2MARKETING PLAN
Price.......................................................................................................................................11
Place.......................................................................................................................................12
Implementation..............................................................................................................................12
Evaluation......................................................................................................................................12
Conclusion.....................................................................................................................................13
Reference.......................................................................................................................................14

3MARKETING PLAN
Part A
Nestle Milo is one of the leading chocolate malt beverage brand in the world with its
target customers as the kids. As per the organisational website, the Milo products are of high
nutritional value with the purpose of developing health of the kids. However, in Australia the
company is facing severe problem due to market competitiveness and the quality issue is also
triggering the volatility of the customers. As a result of that the purpose of this assignment is to
prepare a solid marketing plan that will able to rejuvenate the market capitalisation of Milo,
Nestle.
From the external environment analysis, it can be argued that there are some pros and
cons that Milo can face in course of doing business in Australia. Form the political and economic
perspective, Australian market is steadily growing with lot of exposure for the development of
the business firms. Coupled with the social diversities and cultural underpinnings, the Australian
food and beverages market is highly lucrative for the business organisations to grow robustly
because of huge number of potential customers. In addition to this, the behaviour of the
customers are also identified as an important aspect for the organisations like Nestle to set up
business profoundly. However, there are certain factors that the corporate firms have to consider
in terms of the use of advanced technology and environmental considerations. As far as the
introduction of technology in business organisations is concerned, it can be argued that Nestle
always puts focus on high use of technology in production and manufacturing. This will provide
a strategic advantage for nestle Milo to expand its market extensively. On the other hand,
environmental considerations are also pertinent for Milo to consolidate the business. There are