MBA Management Consultancy: MILO Launch Marketing Plan for Sri Lanka

This report details a marketing plan for the launch of MILO, a chocolate drink by Nestle, in Sri Lanka. It begins with an executive summary and a mission statement, followed by a comprehensive marketing audit that includes PESTEL analysis of the political, economic, social, technological, environmental, and legal factors impacting the launch. Industry analysis using Porter's Five Forces assesses the competitive landscape. An internal analysis explores Nestle's core competencies and advantages, including a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. Marketing objectives are set, including SMARTER objectives, and the report outlines the brand's positioning. The marketing plan covers market segmentation, target market identification, positioning, differentiation, and the marketing mix, incorporating an e-business strategy. A marketing budget is presented, along with recommendations and a conclusion. The report also includes appendices with an ACORN analysis, itemized budget, a 3-D graph reflecting the distribution of costs and an annual budget.