Proposal Project
“Energy within MILO”
The organisation presented is MILO. MILO, which comes in confectionery and snacks bars provides consumers the energy that is needed for the day (Nestlé Singapore , 2012). “Energy within MILO” is our tagline, which emphasizes on the energy that MILO is able to provide for our consumers and how we advertise our products through sports. Being the organisation that has been championing youth sports development in Singapore, MILO has been using various sponsorships and endorsements to support their mission. Some sponsorship includes the Southeast Asia (SEA) Games and other event naming rights sponsorships including MILO Junior Basketball Championship and MILO-MOE Youth Triathlon. MILO has also ventured into developing global partnership with the MILO Youth Sports Development Programme, collaborating with the Singapore Sports Council and Ministry of Education (Nestlé Singapore , 2012). The endorsement strategies used by MILO includes using local youth sportsmen as our endorsers and were featured in MILO’s various products packaging and advertisements. Though MILO sees itself as the market leader in the category of malt and chocolate malt, it faces indirect competitions from the various beverage categories as well.
The issues identified for MILO are:
1. How MILO stands out from competitors during sponsored events
2. Endorsement issues faced by MILO – Appropriateness of MILO’s endorsees
3. MILO maintaining as the market leader
4. Consumers not viewing MILO as a sports drink
In relation to MILO’s marketing strategies in sponsorships and endorsements, we will be focusing and looking into the first two issues identified above.
Standing out from Competitors
The first issue talks about how MILO faces challenges in standing out from the competitors during sponsored events. While being the sponsors of a major sports event, MILO might not be the only sole drink sponsor present at the event itself. With the presence of competitors, MILO
The organisation presented is MILO. MILO, which comes in confectionery and snacks bars provides consumers the energy that is needed for the day (Nestlé Singapore , 2012). “Energy within MILO” is our tagline, which emphasizes on the energy that MILO is able to provide for our consumers and how we advertise our products through sports. Being the organisation that has been championing youth sports development in Singapore, MILO has been using various sponsorships and endorsements to support their mission. Some sponsorship includes the Southeast Asia (SEA) Games and other event naming rights sponsorships including MILO Junior Basketball Championship and MILO-MOE Youth Triathlon. MILO has also ventured into developing global partnership with the MILO Youth Sports Development Programme, collaborating with the Singapore Sports Council and Ministry of Education (Nestlé Singapore , 2012). The endorsement strategies used by MILO includes using local youth sportsmen as our endorsers and were featured in MILO’s various products packaging and advertisements. Though MILO sees itself as the market leader in the category of malt and chocolate malt, it faces indirect competitions from the various beverage categories as well.
The issues identified for MILO are:
1. How MILO stands out from competitors during sponsored events
2. Endorsement issues faced by MILO – Appropriateness of MILO’s endorsees
3. MILO maintaining as the market leader
4. Consumers not viewing MILO as a sports drink
In relation to MILO’s marketing strategies in sponsorships and endorsements, we will be focusing and looking into the first two issues identified above.
Standing out from Competitors
The first issue talks about how MILO faces challenges in standing out from the competitors during sponsored events. While being the sponsors of a major sports event, MILO might not be the only sole drink sponsor present at the event itself. With the presence of competitors, MILO
References: and Bibliography 1. LaoSOC. (2009). 25th SEA Games Vientiane, Lao PDR (SEA Games 2009). Retrieved 10 20, 2012 from 25th SEA Games: http://www.laosoc.com 2. Nestlé Singapore . (2012). MILO | Nestlé Singapore. Retrieved 10 22, 2012 from Nestlé Singapore : http://www.nestle.com.sg/Brands/Pages/BrandsDetail.aspx?brandguid=28ACDEF6-173D-499A-8983-9CA480945AC0&BrandName=MILO 3. Nestlé Singapore . (2012). MILO Youth Sports Development Programme . Retrieved 10 22, 2012 from Nestlé in the Community : http://www.community.nestle.com/partnership/asia/singapore/Pages/milo-youth-sports-development-programme.aspx 4. Performance Research . (2012). 12th Annual IEG/Performance Research Sponsorship Decision-Makers Survey. Retrieved 10 22, 2012 from Performance Research: http://www.performanceresearch.com/2012-IEG-Study.pdf