ASSIGNMENT: 1

4 Ps OF MARKETING MIX

I picked the Nestle Milo Activ-Go Cocoa Malt Beverage 180 ml packaging to
represent the four Ps of the marketing mix.

NESTLÉ MILO®
“ENERGY TO GO FURTHER”

INTRODUCTION:

Nestle seeks to earn consumers’ confidence and preference and to follow and anticipate

consumer trends, creating and responding to demand its products. Therefore Nestle is driven by

an acute sense of performance, adhering to and favoring the rules of free competition within a

clear legal framework.

Milo is a chocolate-flavored powder product produced by Nestlé, typically mixed with

milk, hot water, or both, to produce a beverage that is a brilliant example of superior quality,
patented technology, and selling directly to consumers and helps in growing rapidly the whole

business.

1. PRODUCT:

MILO®️ is available in both powders and ready-to-drink formats of (500gm, 300gm, 15gm, and

180ml). In 2020, MILO®️launched the first-ever paper straws with ready-to-drink 180ml as part of

Nestlé’s global vision for a waste-free future.

 MILO Features:

It is a product with essential vitamins and minerals such as:

 calcium for strong teeth and bones

 iron to carry oxygen to the body’s cells

 vitamin A for healthy eyesight

 vitamins B1 and B2 to help release energy from foods

 Vitamin C to keep skin and gums in good shape.

 MILO Packaging:

 Nestlé has pledged to make all of its packaging 100% recyclable or reusable, including Nestle

Milo ready-to-drink milk. The 180 ml comes in a Green color Tetra Pak which is very

attractive and eye-catching with athletic activities depicted on them and a paper straw. Nestle

abolished plastic straws as part of a global waste-free vision.

 Secondly, it is lightweight as compared to the bulky glass jars of other companies, and it is also

convenient to store & handle. With a glass jar, there is always a chance of breaking and

harming the child if he tries to have milk on its own. But the packaging of Milo is so

convenient that a child can easily have it whenever he wants.

Keep it refrigerated.

 Services:

1. NESTLÉ MILO is a healthy nutritious drink that had the Goodness of Protomalt, Cocoa, and

B-Vitamins that help keep kids active throughout the day.

2. But beyond that, MILO’s mission is to fill consumers with energy – not just positive energy

that gives you the self-belief to perform at your best, but also physical energy to get through

your increasingly active, busy days. MILO supports the drive to succeed and embodies the

positive attitude and values you’ll need to get there so that you can enjoy the true achievement

of reaching your personal best in sport and life & give you “ENERGY TO GO FURTHER”.

 Warranty period:

Its warranty period is 1 to 2 years.

1. PLACE:

Distribution is the most important thing next to sales. Sales are not possible if the distribution

network is not effective. If the product is not available in the market at the right time & at the

right place the customer may switch to another product which can be a great loss to the

company.

1. Nestle Milo is accessible on online grocery sites or apps such as cheetay, Food Panda, and

airlift, which offers the service of locating the nearest location to deliver.

2. Few high-class grocery stores, especially present in malls where Nestle milo are present on

their shelves in a form of crates for long-term storage.

customers to buy the product from them rather than an individual seller.

2. PRICE:

Taking competition into consideration Milo provides its product at an affordable price to the

customer than any other HFD in the market and no compromise on quality is made. Because of

such competitive prices, it is also catering to the middle class & lower middle class therefore its

market price is 45 Rupees.

3. PROMOTION:

Few goods or services, no matter how skillfully created, priced, or delivered, can survive in the

market without efficient advertising; hence, Nestlé's primary job is to convince target customers

that its products and services provide a distinct advantage over the competitors. High product

quality, low costs, exceptional service, or a feature not given by another rival are examples of

such attributes.

In the case of Nestlé's Milo, the emphasis is mostly on energy and health factors, along with

taste, which is a major promotional component for it. Nestle Milo uses the following mediums for

its advertisement.

 TELEVISION:

Nestle applied this source for Milo’s product, which in the commercial break is about a boy or a

girl that is more energetic in their daily lives after they consume Milo. Also shown in the

commercial break is the boy’s parents providing Milo for their children. This strategy is to attract

consumers, especially children, and parents to buy this product.

Nestle Milo is well known for its commitment and sponsorship efforts for any sports events in

Pakistan, especially for any primary and secondary school. Milo sponsors almost all types of sports

events and Nestle also collaborates with the Ministry of Sports and Youth to organize national and

international sports events. They normally open a booth at every event they sponsored and give out

free Milo drinks.

 INTERNET:

Nestle has a website which is www.nestle.com and there are more than 100 countries registered

under this website. It is established so that consumers can easily find information about their

particular product and also as a medium for the consumer to leave their suggestions for Nestle to

improve their product.

 PRINTED MEDIA:

Printed media includes newspapers, magazines as well as posters. Nestle normally promotes Milo

in children’s magazine since they are the main target market for the product and Nestle also

sponsor sports column in the newspapers. Posters are usually distributed to all wholesalers and

retailers who are selling Milo which can help people to recognize the places that do sell Milo.

To conclude this topic I would say that without there 4 Ps of marketing mix i.e. product, price,

place, and promotion a company cannot survive in the market.