Marketing Plan for Milo Drink - Situational Analysis, Goals, Strategy, and Value Proposition

Marketing Plan

Situational Analysis-
Macro environmental factors that can create a lot of influence on Milo are Economic and
technological.
1. Economic Factors- Food is one of the most important needs for human being for the
survival. No matter whether a person is rich or poor, food is consumed by everyone and it
is always in demand. There can be different food pattern of people belong to different
places. Nestle has modified the pricing strategy according to the place and paying
capacity of people. Australia is considered as a healthy economy and people are ready to
invest in product like Milo drink. Milo is a chocolate and malt powder that can be mixed
with milk or water to create chocolate drink. Generally these products are liked by
children a lot and people buy them for making their children healthy and happy. Most of
the Nestle factories are situated in developing countries because according to them a
large number of populations reside in the same or people can shift to those countries
easily (Winer & Dhar, 2014).
2. Technological Factors- There is always an innovative technology behind a new product
in the market. Nestle have adopted latest technologies to supply best quality and the
healthiest products. Majorly it can be done by improving the quality of raw material that
Nestle is using in their production process. Milo is an attractive drink among children and
parents are also ready to buy it for their children as it is good for their health. In
Australia, Children are suffering with many health issues and Milo can be a perfect drink
for them as it is full of essential nutrients. It helps in providing energy to the children and
makes them healthy. When people will understand the benefits, they will get ready to buy
Milo.