Milo Cricket Program: A Marketing and Strategy Plan Examination

This report provides a comprehensive analysis of the Milo Cricket Program's marketing and strategy plan. It delves into the program's objectives, which include brand communication, consumer engagement, and the establishment of corporate social responsibility. The report highlights how the program uses various initiatives, such as the Girl’s Cricket League, Junior Cricket Club, and Milo In2cricket, to involve consumers and build brand loyalty. The report also analyzes how the program connects sports and branding through different levels of cricket participation, including junior and senior levels. The analysis further emphasizes the importance of consumer-brand engagement through sponsored kits, verbal publicity, and feedback collection. Overall, the report examines the program's role in enriching cricket in Australia while simultaneously serving as a crucial medium for brand promotion for Nestle and Milo. The Popplet tool is used to visualize and understand the branding strategy, which focuses on community engagement and building a strong brand presence.

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

MARKETING AND STRATEGY PLAN 1
Popplet Summary
This research, studies in detail the marketing strategy employed by the brand as a
community engagement program. 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.
A Popplet is a brainstorming tool that allows its users to visualize ideas and represent
them in the form of relations. This uses pictorial representation that helps the users to reach to
constructive and clear conclusions.
The Milo Cricket Program’s branding strategy has been focused upon in here. It can be
deducted that few of the major objectives of this program have been Brand Communication,
Consumer Engagement and building a corporate social responsibility within the community.
Brand Communication involves consumer level engagement in the form of events,
consumer-brand engagement in the form of word of mouth publicity and creating a sports
community, who plays under the brand.
Consumer engagement helps identifying the event with the brand and the social
marketing of the product and the brand as a whole. It also inculcates brand loyalty.
The program builds a corporate social responsibility by introducing team spirit in sports.
It also encourages social interaction and behavior alongside preaching the verses of teamwork
and healthy competition by involving all age groups in the sport.
The Milo Cricket Program also engages the community by fulfilling corporate social
responsibilities. In the aspect of connecting sports and branding, this particular event has
invested quite some remarkable resources. It has introduced three levels of cricket through this
program. The junior level program involves the participation of young female cricketers through
the Girl’s Cricket League. The Junior Cricket Club holds full-length games to train the kids
attain full game preparations. The program also includes Junior Indoor Cricket.
At the induction level, the participation of the parents with the brand has been
encouraged. The Milo In2cricket is an initiative that has been taken to promote the admission to
cricket coaching among kids between the age of 5 and 8. This has also enhanced social

MARKETING AND STRATEGY PLAN 2
interaction and sportsmanship within the young sporting community. The Milo T20 Blast is
another initiative taken by the brand at the induction level to promote cricket training for kids
aging between 7 and 12. The Senior Club Cricket is the largest stage of brand promotion for
Nestle and Milo. It has also succeeded in spreading a sense of community among the players.
Lastly, this also helps in shaping brand loyalty towards Nestle, thus identifying it as the parent
brand community.
The popplet also depicts that brand engagement connects to brand communication and
further elaborates necessary branding strategies of the program. Consumer-brand engagement
has been enhanced through brand sponsored kit advertisement and verbal publicity. Extensive
consumer engagement also helps in collecting better feedback that in turn assists in improving
company’s marketing strategy. This is achieved through the creation of a communication link
between the brand and the audience.
Overall, the popplet depicts a clear branding strategy of Milo and Nestle in engaging the
consumers into a branding strategy plan. The program enriches the quality of cricket in Australia
and at the same time, considers the same as a major medium for brand promotion.
Popplet Account Details
Website: http://popplet.com/app/
Gmail: [e-mail]
Password: assignment
Popplet id: [e-mail]
Popplet password: consumer