BSB126: Marketing Plan - Milo Case Study - Business Assignment Help

Assignment Task

1.0 Situational Analysis
Milo is an iconic Australian chocolate malt powder brand which is produced by Nestle (Nestle, 2016). Nestle recorded a sales revenue of $2.2 billion in 2017, with Milo having a 92% value share in the malt-based drinks industry (IBISWorld, 2017 & Anonymous, 2016). Appendix 1 and 2 contain a SWOT analysis and CDSTEP that were created to analyse the potential for Milo to launch a new product in the Australian market.

1.1 Social Trends
Research shows that health consciousness is an increasing trend in Australia, particularly in young Australians (Lucio, 2018). This is a threat to Milo, as at the beginning of 2018, the brand had their 4.5 health star rating revoked and downgraded to a 1.5 health star rating (Han, 2018). With Australians seeking healthier food and beverage options, consumers may move away from Milo in exchange for healthier options (IBISWorld, 2015). However, this presents an opportunity for Milo to target this health-conscious market with a healthier beverage. Another social trend is the movement in consumption of milk from regular and low-fat milk to alternatives such as soy, lactose free and A2 milk. This is consistent with the health trend, as these products are advertised as being healthier options that are suitable for people with a variety of dietary requirements (Thomson, 2018). Australia is also a time- poor society, meaning Australians are choosing to buy ready to consume products to save time in their busy lives (Dalley, 2014). Currently, the only prepared beverage offered by Milo is the 200ml MILO 2 GO liquids (Nestle, 2016). With a variety of other ready to drink dairy
(e.g. Breaka and Ice Break) and non-dairy beverages (e.g. Coca-Cola and Red Bull) on the market, time poor customers may be likely to choose more convenient options than Milo (Woolworths, 2018).

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