BSD126 Marketing Plan: Milo's Australian Market Expansion

This report presents a marketing plan for Milo drink, focusing on its expansion within the Australian market. The analysis begins with a situational analysis, highlighting the economic and technological factors influencing Milo's market position. The marketing goal is to capture a significant market share by targeting children and those with active lifestyles, emphasizing Milo's nutritional benefits and appealing taste. The target market is identified as children, with a value proposition centered on its health benefits, taste, and convenience. The report also suggests improvements such as innovative flavors and attractive packaging. The document concludes with references to the resources used in developing the marketing plan.

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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.

Marketing Goal
The marketing goal of Milo drink is to reach out to the children of different age group and grab
at least 70% of market share. It has an objective of making a good position of Milo drink in the
market and defeats the competition in a healthy manner.
Marketing Strategy
Target market
The target market segment for Milo drink is the children as it is a nutrition drink with a very
good chocolate taste. Usually children want some powder or flavor that they can mix with their
drink so that it can become tastier. It can also target the people who actively take participation in
sports or interested in an active lifestyle. Milo drink can be promoted in sports events and can be
given complementary to participants for promotion purpose (Westwood, 2016). In Australia,
people have a very busy lifestyle and they do not have time to create special flavors and drinks
for their children so this drink can be a good option for them. In the present era, both the parents
are working and they want their children to remain healthy and fit. Milo drink is full of nutrients
so parents will never hesitate to feed Milo drink to their children. People are actively participate
in online shopping for their groceries as well as other items so Nestle can increase their sales by
doing supply through different online shopping merchants.
Value Proposition
Milo drink is the perfect drink for the children as it can be mixed with milk as well as water. It
has the basic health nutrients that can improve the health of the children. It has a very good taste
so children never get bored of this drink. The only improvement Nestle can do for Milo drink is
that it can improve its packaging and provide attractive packaging to attract children. It can adopt
environment free packaging methods. It should also promote the drink in annual sports events of
schools and colleges. It can give free samples in schools or sports association to make people
aware about the taste and benefits of the drink. There are many competitors of Milo drink as they

are providing the same drink on affordable prices. Milo can provide some innovative flavors to
the customers so that they can grow more in an efficient way. Some people do not like chocolate
flavors so they can go for the other flavors. There is a strong competition in the market so it is
important for Nestle to create a very strong position in the market and develop the taste of Milo
drink among children.

References
Westwood, J. (2016). How to write a marketing plan. London: Kogan Page.
Winer, R., & Dhar, R. (2014). Marketing management. Harlow, Essex: Pearson.