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Milo Cereal Bar Final Presentation

The document outlines a marketing plan to increase sales and market share of Milo Cereal Bars by targeting young adults and parents aged 18-45 through promotions in convenience stores and large store formats, with the goal of establishing Milo Cereal Bar as the leading brand in the cereal bar category. The plan details awareness, consideration, and purchase strategies using in-store signage, demos, and giveaways, as well as advocacy efforts on public transit to drive trial and loyalty to the Fuel On-The-Go brand message.

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Naaman Bangalan
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601 views31 pages

Milo Cereal Bar Final Presentation

The document outlines a marketing plan to increase sales and market share of Milo Cereal Bars by targeting young adults and parents aged 18-45 through promotions in convenience stores and large store formats, with the goal of establishing Milo Cereal Bar as the leading brand in the cereal bar category. The plan details awareness, consideration, and purchase strategies using in-store signage, demos, and giveaways, as well as advocacy efforts on public transit to drive trial and loyalty to the Fuel On-The-Go brand message.

Uploaded by

Naaman Bangalan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

ABCEDE / BANGALAN / CATA-AL

DE CASTRO / HERNANDEZ / NUNEZ


LAUNCH OBJECTIVES

Increase the Increase the Increase the Establish Milo


sales and profit market share of appeal of cereal Cereal Bar as the
of the company Milo cereal bars bars to the public go-to brand in
by 5% by at least 5% the cereal bar
category
CONSUMER PROFILE

YOUNG ADULTS PARENTS


SEC A to C SEC A to C
MALE & FEMALE AGE: 30 - 45
AGE: 18 - 25
CONSUMER NEEDS

CONVENIENT AFFORDABLE ENERGY-BOOSTING


DRIVERS OF DELIGHT

ESTABLISHED FAMILIAR TASTE ON-THE-GO


BRAND CONVENIENCE
BARRIERS TO WHAT CAN BE
PURCHASE DONE
INDIRECT COMPETITORS IMPROVE PROMOTIONS

LOW PRODUCT VARIANT AWARENESS


AWARENESS

HIGH SUGAR CONTENT POSITION AS AN


ENERGY BAR
CHANNELS THAT TARGET
MARKET FREQUENT

LARGE STORE CONVENIENCE


FORMAT STORES
CHANNEL STRATEGY & DISTRIBUTION
ROUTE TO MARKET

MANUFACTURER WAREHOUSE WHOLESALER CUSTOMER


& RETAILER
BIG
IDEA
“FUEL
ON-THE-GO”
CONVENIENCE
STORES
SHOPPER COMMUNICATION: AWARENESS

MINDSET CALL TO ACTION LOCATION & POSM

Young adults “Boost your day! ● Horizontal banner


looking for a #FuelOnTheGo” ● Celebrity Standee
quick snack. ○ Entrance
AWARENESS EXECUTION
AWARENESS EXECUTION
SHOPPER COMMUNICATION: CONSIDERATION

MINDSET CALL TO ACTION LOCATION & POSM


Young adults “Perfect pair to ● Snack + Drink promo
looking for a
Jumpstart your ● Pop-up poster
better
day! ○ Snack Shelf
alternative that
will satisfy their #FuelOnTheGo” ● Fridge Sticker
needs. ○ Beverage Section
CONSIDERATION EXECUTION
CONSIDERATION EXECUTION
SHOPPER COMMUNICATION: PURCHASE

MINDSET CALL TO ACTION LOCATION & POSM


After evaluating
all the “Time to fuel up! ● Custom Shelf
alternatives, ● Sticker
young adults will
#FuelOnTheGo”
choose a product
○ Counter
with the greatest
value to them.
PURCHASE EXECUTION
PURCHASE EXECUTION
LARGE STORE
FORMAT
SHOPPER COMMUNICATION: AWARENESS

MINDSET CALL TO ACTION LOCATION & POSM


Shoppers have a ● Push Cart sticker
preconceived list “Get ready to fuel
of products that
○ Entrance
up with Milo!”
they want to
purchase.
AWARENESS EXECUTION
SHOPPER COMMUNICATION: CONSIDERATION

MINDSET CALL TO ACTION LOCATION & POSM


Shoppers ● A stand-alone free taste
“Fuel up with Milo!” booth
looking for a
○ Near the aisle of the
better large store where
alternative Cereal/ Energy Bars
are located
CONSIDERATION EXECUTION
CONSIDERATION EXECUTION
SHOPPER COMMUNICATION: PURCHASE

MINDSET CALL TO ACTION LOCATION & POSM


After evaluating
all the
“Energy pabaon for ● Stand alone shelf in
the shape of a cereal
alternatives, the on-the-go
bar.
shoppers will Champions! ○ Cereal Aisle
choose a product #FuelOnTheGo”
with the greatest
value to them.
PURCHASE EXECUTION
SHOPPER COMMUNICATION: ADVOCACY

MINDSET CALL TO ACTION LOCATION & POSM


● Limited edition Beep cards
“I’ve found the ● Surprise Milo Cereal Bar
perfect snack “Fuel Up!
Giveaway
that could #FuelOnTheGo” ○ LRT Stations
satisfy my ● Signages with the product
cravings.” and tagline
○ LRT exterior
○ LRT handrails
ADVOCACY EXECUTION

● Free Milo Cereal Bar giveaway


● Outfit: Complete Milo Ensemble
● Jingle: “Fuel On-The-Go“

● 7-9am & 5-8pm


● LRT 1: Connecting Stations
○ Doroteo Jose
● LRT 2: Connecting Stations
○ Araneta Center Cubao
ADVOCACY EXECUTION
“Use your Milo Beep cards in
any participating FamilyMart
branch and receive 5 points
on your beep card for every
Milo Cereal Bar you buy!”

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