Marketing and Strategy Plan Report: Milo Cricket Program Analysis

This report provides an in-depth analysis of marketing and strategy plans, focusing on community development and brand engagement theories. It examines various theories, including Consumer Engagement Theory, Consumer Brand Engagement Theory, and Community Brand Engagement Theory, and their influence on marketing strategies. The Milo Cricket Program is used as a case study to illustrate these theories, showcasing how Nestle leverages community engagement for brand building and consumer loyalty. The report constructs a theoretical framework using Popplet to visualize the interlinkages between the theories and evaluates the effectiveness of community development plans in marketing. The Milo Cricket Program's success in engaging the target audience and fostering brand loyalty is highlighted, demonstrating the importance of corporate social responsibility and community partnership in achieving marketing goals. The report concludes by emphasizing the significance of brand engagement theories in marketing development and strategy, illustrating how community involvement can attract consumers and create brand loyalty.

Running head: MARKETING AND STRATEGY PLAN
Marketing and Strategy Plan
Name of the Student
Name of the University
Author Note

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Executive Summary
The report researches the various theories related to brand engagement among communities
and its help in creating a positive attitude towards the brand. The Milo Cricket Program is
taken as an example to explain the various brand engagement theories. The coordinated
approach of nestle towards the theories show the reason behind its success.

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Table of Contents
Introduction................................................................................................................................3
Literature Review.......................................................................................................................3
Milo Cricket Program................................................................................................................4
Constructing theoretical framework in Popplet.........................................................................5
Justifying Theoretical Framework.............................................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................7
Appendix....................................................................................................................................8

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Introduction
This report is an in depth study about the market and strategy plan of the
organizations and how they help in community development. A number of theories are
studied in this regard and their influences are studied. To understand community marketing
the Milo Cricket program is researched in detail as it is one of the most successful community
engagement programs of the country. Theoretical framework construction by popplet is for
better understanding of the theories and interlink between them. The theories help in
evaluation of the effectiveness of the community development plans and their importance in
marketing strategies.
Literature Review
Brand Community as defined by Muniz and O’Guinn is “a specialized, non-
geographically bound community, based on a structured set of social relations among
admirers of a brand.” There are various theories of community engagement and marketing the
product or service. These theories include Consumer Engagement Theory, Consumer Brand
Engagement Theory and Community Brand Engagement Theory. The Consumer Engagement
Theory states that the firm takes initiative to involve consumer and their feedback in the
business for a better approach towards marketing (Hollebeek, Glynn and Brodie 2014). One
of the examples of this theory is the introduction of Roastery by Starbucks to involve
consumers with a taste for coffee and rare coffee beans. Consumer Brand Engagement
Theory aims towards making a firm and lasting bond between the consumer and the brand so
that the consumers relate themselves with the brand and remain loyal to it (Graffigna 2017).
One of the examples is the marketing strategy used by Clinique for its men’s skincare
products where it used people from different types of lifestyles to advertise for it. The
Community Brand Engagement Theory studies the involvement of the brand with the
consumers who identify themselves as a community related to the brand (Habibi, Laroche
and Richard 2014). It is seen in among the users of Sony Playstation or the Harley Owners
Group where the users of a single brand are loyal to it and identify themselves as a
community. The study of the Milo Cricket Program in Australia shows the importance of
consumer brand engagement.

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Milo Cricket Program
The Milo Cricket Program is one of the major community engagement programs in
Australia helping Milo brand of Nestle market its idea to consumers through Corporate Social
Responsibility. It has succeeded in involving a large number of people in its programs. The
Milo Cricket program aims towards engaging kids of 5-8 years of age to play cricket, it
inculcates in the children a sense of team spirit and sportsmanship and other social skills. The
understanding with a number of cricket clubs of Australia also makes sure that they
understand the intricacies of the game. The cricket program helps the consumers to relate
with the brand as they full fill a social responsibility as well as interacting with the consumers
(Shams 2013).
Time of the event Time of the event Relevance to marketing
system and community
engagement theories.
MILO in2CRICKET Varies with club Induction of children and
parents in programs
MILO T20 BLAST In Summer For children between 7-12
years to improve social
interaction
JUNIOR CLUB CRICKET Full Season It helps in introducing
children to full-length game.
It forms community as in
Community Brand
Engagement Theory.
JUNIOR INDOOR
CRICKET
All year It helps by relating the
parents as well as children to
consumer brand engagement
through these measures
GIRL’S CRICKET
LEAGUE
Spring and Summer It fulfills a social
responsibility and brings the
game to larger masses to
engage a wider community
with the brand.
SENIOR CLUB CRICKET Full Season It establishes a sense of

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community among the
players playing for the brand
and establishes a sense of
brand community
Constructing theoretical framework in Popplet
The Milo Cricket Program aims towards including the consumers and potential
marketing community under the purview of their marketing strategy by involving the target
audience in a community sport. The introduction of the different programs across various
ages helps in different theories of the brand development. The community appeal approach is
not a marketing strategy but a business in itself. It involves the consumers and helps them
identify themselves with the brand as in consumer engagement theory. Similarly, these target
audience under the program relate themselves with the brand and subconsciously market it by
word of mouth marketing or marketing through social sites (Groeger and Buttle 2014).
Thirdly, the inculcation of habit of a community playing under a brand creates a community
loyalty towards the brand and the players relate themselves to the brand as consumers as well
as beneficiaries of the brand. Therefore, the Milo Cricket Program has helped create a brand
loyalty for Milo and Nestle and the company fulfills the Corporate Social Responsibility by
participation in welfare helping in brand development (Pai et al. 2015).
Justifying Theoretical Framework
The theoretical implication of various brand engagement theories helps the business
in achieving positive reinforcement in favor of the brand by the organization. The Milo
Cricket Program helps its brand owner Nestle by helping it by developing a relation between
the consumers and the brand. By involving itself with a renowned game as Cricket helps the
brand, reach out to emotional and sentimental values of the consumers. This helps the
consumers identify themselves with the brand Nestle and Milo (Swaminathan 2016). While
participating in a Cricket Tournament under the brand the individuals identify themselves
with the community fulfilling their wishes and benefiting from the brand (Skålén, Pace and
Cova 2015). This creates a sense of community and the consumers are engaged with the
brand playing for it. Thus, all the three theories are involved in this strategy and Nestle gains

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from positive marketing and brand loyalty from this strategy. The brand gains from this
strategy without a direct advertisement marketing strategy.
Conclusion
Thus, in the study the importance of various brand engagement theories are explained
and their importance in marketing development and strategy are understood. The marketing
development with the help of Milo Cricket Program by Nestle shows how through
community engagement the brands can attract consumers by allowing them to identify
themselves with the brand. The consumer behavior as an individual and a part of the
organization as a consumer and a part of the brand helps them identify with it and create
brand loyalty. Nestle as a brand benefits from this and through community involvement, it
has reached a larger mass without a major marketing strategy just by community partnership.

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References
Graffigna, G., 2017. Is a Transdisciplinary Theory of Engagement in Organized Settings
Possible? A Concept Analysis of the Literature on Employee Engagement, Consumer
Engagement and Patient Engagement. Frontiers in psychology, 8, p.872.
Groeger, L. and Buttle, F., 2014. Word-of-mouth marketing: Towards an improved
understanding of multi-generational campaign reach. European Journal of Marketing,
48(7/8), pp.1186-1208.
Habibi, M.R., Laroche, M. and Richard, M.O., 2014. The roles of brand community and
community engagement in building brand trust on social media. Computers in Human
Behavior, 37, pp.152-161.
Hollebeek, L.D., Glynn, M.S. and Brodie, R.J., 2014. Consumer brand engagement in social
media: Conceptualization, scale development and validation. Journal of interactive
marketing, 28(2), pp.149-165.
Pai, D.C., Lai, C.S., Chiu, C.J. and Yang, C.F., 2015. Corporate social responsibility and
brand advocacy in business-to-business market: The mediated moderating effect of
attribution. Journal of Business Ethics, 126(4), pp.685-696.
Shams, S.R., 2013. Competitive advantage in market space: Implications of relationship
marketing. E-Marketing in Developed and Developing Countries: Emerging Practices,
pp.19-38.
Skålén, P., Pace, S. and Cova, B., 2015. Firm-brand community value co-creation as
alignment of practices. European Journal of Marketing, 49(3/4), pp.596-620.
Swaminathan, V., 2016. Branding in the digital era: new directions for research on customer-
based brand equity. AMS review, 6(1-2), pp.33-38.

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Appendix