Milo Marketing Plan

Milo Vietnam focuses on Demographic and Behavioral information to target the customers. Firstly, Milo Vietnam analyzed the Demographic which includes age, gender, family life cycle and occupation/ income. Secondly, the company has also concentrated on Behavioral which divides into 4 sectors; there are benefit, loyalty status, and usage rate and user status. Milo of Nestle Company decides to target the Concentrated Marketing (Niche Marketing) which focuses on customers who qualified the requirement below:

The company targets to customers that divide into 2 groups of age, which are children (from 9 to 16 years old) and another one is elder people (over 19 years old). Moreover, the elder customers might be separated into 2 different groups. One is adolescent, who is between 18 to 25 years old, still consuming Milo chocolate milk because of its favorite flavor. Moreover, Milo has also satisfied their satisfaction in long period of time because this product provides more nutrient, calcium and vitamin to become healthier. Another group is female who are married with children because they usually go to supermarkets to buy groceries for their family and have a decision to buy a good product that is really good for their children’s health. Furthermore, all customers should have middle - income (from 8,000,000 VND to 15,000,000 VND) from their occupation to consume Milo milk in every week. Milo Company always wants their customer to become loyalty and regular users to make more sales and increase the profit. At least, their customers might be heavy of usage rather than light and medium users in recent years. If consumers have a heavy usage rate for enjoyment Milo chocolate milk, they always like to purchase twice in every week.

Base on the current market situation, Milo has already used the concentrated marketing strategy. The Milo milk is mostly for active people and young generation while the market has various ranges of customers. In fact, the firm has