Executive Summary

In recent years, milk has been widely consumed

on a daily basis in Vietnam. Milk market is very

potential and attracts many enterprises. Entered

Vietnam market from 1995, Milo is recognized as
nutritious products and gain high market share as
compared to other brands. The success of Milo in
Vietnam market makes us admire and curious.

Therefore, by conducting this report, which is

based on secondary data, we expect to clearly
find out the driven force behind the impressive

success of Milo.
 TABLE OF CONTENTS

Executive Summary
I. Company Introduction………………………………………………………….1
1. Brief introduction of the company…………………………………….1
2. Evaluating marketing environment: micro & macro……………….1
3. SWOT analysis……………………………………………………………5
II. Consumer behavior……………………………………………………………..6
1. Factor affects consumer behavior……………………………………..6
2. Consumer buying behavior…………………………………………….7
3. Buying decision process………………………………………………...7
III. Marketing strategy……………………………………………………………...8
1. Segmenting Consumer markets………………………………………..8
2. Marketing Targeting………………………………………...………….8
3. Differentiation & Positioning……………………………………………9
IV. Marketing Program……………………………………………………,,,……11
1. Product……………………………………………………………………11
2. Pricing…………………………………………………………………….14
3. Distribution………………………………………………………..…….15
4. Promotion mix.………………………………………………….………17
V. Brand Marketing Evaluation……………………………………………..…21
References………………………………………………………………………….....23
Appendix………………………………………………………………………….......25
 I. Company Introduction

1. Brief introduction of the company

● Nestle Corporation
Nestle Corporation is one of the biggest corporations about food and beverage.
Founded from 1866 by Henri Nestle in Switzerland, Nestlé has been developing in
many countries. Nestle’s mission is “good food, good life” and its vision is “At Nestlé,
we believe that research can help us to make better food so that people live a better
life.”
● Nestle Vietnam
Nestle entered Vietnam market in 1995 with the first factory located in Dong Nai. Now,

it is running six factories and has more than 2300 employees. With a total investment of
over $600 million, Nestlé not only shows the commitment of long-term development of the
company in Vietnam, but it also contributes to the Vietnamese future health.
● Milo brand
Viet Nam is one of 36 nations that have a large percentage of stunted children in the
world (HOANG 2017). Understanding these things, Milo offers products containing calcium
for strong teeth and bones, vitamin A for healthy eyes sight, vitamin B1 and B2 to help
release energy and many other essential minerals for developing children’s health.
Moreover, not only Milo improves social health, but it also inspires Viet Nam children to
play sport, exercise in order to be stronger, more active (Ali Abbas 2018)

2. Evaluating marketing environment: Micro & Macro Environment

2.1 Microenvironment

2.1.1 The Competitor:

The perfect substitute of Milo is

Ovaltine which is also a milk-based
beverage producer and both of them

1
also have the similar taste and price. Milo has many indirect competitors such as: Bubble

tea, Vinamilk, Nutifood, a variety of soft drinks like Coca-Cola, Wonderfarm, etc.

2.1.2 Consumers

Milo targets customers markets-individual; they focus on kids from 6 years old and their
parents. Milo finds that the big opportunities is reaching to children at rural area, so that
it provides quality beverages with reasonable prices (Ali Abbas, news.zing). On the other
hand, Milo targets reseller market, and provides their products to resell system such as
Big C, Vinmart, Coopmart and so on.

2.1.3 Suppliers

The Milo has imported ingredients and take advantage of abundant human resources with
low cost in Vietnam when it builds production factory in Bien Hoa, Dong Nai and Hung
Yen.

2.1.4 Marketing intermediaries

It is easy to see that reseller system in Viet Nam develops widely. Supermarket like Big C,
Vinmart have hundred stores, so they are crucial marketing intermediaries that helps Milo
to find customers. E-commerce channels like Shopee, Sendo, Tiki is new and effective
intermediary to promote sale volume. Marketing service agencies like Ogilvy is also
crucial intermediary to help Milo to promote its products.

2.1.5 Publics

2.1.5a Citizen – action publics

Milo increases the awareness of people about

their products through holding many programs
for children to take part in, and one of the most
famous programs is “Active Viet Nam”. Milo
also implements the program of cooperation

2
and development with Barcelona football to help Vietnamese children to experiences

professional environment.

2.1.5b Media-action publics

Milo takes advantage of influence from famous people on citizen in order to help them to
give review to customers. Each of reviews or feedbacks about Milo products on Facebook,
Instagram attracts more attention.

2.1.6 Company

Milo had more than 2000 employees and many factories with modern machines like Bong
Sen factory. Milo’s vision appears in everyone in the company “we believe that research
can help us to make better food so that people live a better life”. Milo focuses on
researching and developing to create product as good as possible. Milo’s working
environment is comfortable and auto machines save manual labor.

2.2 Macroenvironment

2.2.1 Political environment

The national policies like Project 641: "Developing physical strength and stature with
solutions to enhance physical education for students from 03 to 18 years old" help Milo
to reach closer to customers, familiarize customers with the nutritious products of Milo
through giving milk for children, organizing games or activities to develop physical
strength. Moreover, free trade or trading policy creates advantages for milo to import
ingredients (Prime Minister’s Decision No. 46/2001/QD-TTg, Viet Nam Law)

2.2.2 Economic environment

The income of Vietnamese has been increasing during recent years. GDP per Capita rises

sharply from 2109 USD in 2015 to 2504 USD in 2018 and it is expected to increase up

3
to 3500 in 2020 (Vnexpress.net). Increasing in income boost the purchasing power,

especially in nutritious products.

2.2.3 Social environment

According to research of Q&Me, each part of Viet Nam has different preference that Milo
is more common and more preferable in the Middle and the Southern. Moreover, “best
seller” is kind of liquid milk but with Milo, it provides kind of milk powder, which is sold
in small packages, reasonable price and popular in rural areas.

2.2.4 Technological environment

A 1,600 billion VND modern factory of the world's leading nutrition group Nestlé was
recently inaugurated in Hung Yen. The production is done below, and the food engineers
can fully monitor the process through the transparent glass system above. Products are
manufactured and packaged using modern technology.

2.2.5 Natural environment

Most ingredients of MILO are directly imported, so MILO might be affected by trading
and import policies in Vietnam, that depend by new restrictive regimes concerning the
environment. In February 2017, Decree no. 155/2016/ND-CP on sanctioning
administrative violations in environment protection, went into effect.

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 3. SWOT analysis

Strengths Weaknesses

● Leader brand in the market: In Viet Nam, only ● Age limitation: Milo is only used for

Milo and Ovaltine provide products from barley kids from 6 years old.

germ and Milo has higher market share than ● MILO does not strictly examine all

Ovaltine (Thesaigontimes.vn) activities of its advertising partners

● Ownership of milk factoring buildings: such as ensuring the quality of Milo

Auto machine system reduces human power, products. This caused many

the staff are highly committed with their work. unexpected accidents.

● Variety of products such as Milo Box Low Sugar,

Milo Protein Canxi, Milo Breakfast Balance are

suitable for everyone.

● R&D: Milo focuses more on researching and

developing in order to explore new nutrient

formula.

Opportunities Threats

● Increase sport activities: nowadays, Vietnamese ● High level of competition: Milo has

parents know that sports help children show their to compete with many well-

talents and strengths and is an ideal way to established companies

develop their confidence and they always seek ● Aggressive marketing strategy

for physical activities suitable for children. inside the market: used by brands to

● Government policies: government sustains milk attract customers, even trick

production through the program “school milk” competitor.

for students. ● Possible price war: Competitive

● Lifestyle status: the income of Vietnamese has market makes many brands reduce

been increasing during recent years. This boosts their price to attract customers, so

up the purchasing power, especially increasing Milo has to compete with many

the demand of healthier products. cheap- price products.

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 II. Consumer behavior

1. Factors affect consumer behavior

Asian market represents the widest proportion of consumers in the world, with about 3
billion people and half of them under 25 years. This actually is the most growing market
of the world; global multinational is really seeking to penetrate this market as it would be
necessary in order to maintain a key role in global market. Nestlé is a market leader in
Asia, and it is perceived as a high quality and healthy products producer, and it operates
in Vietnam with Milo brand.

Nowadays one of the most important purchasing factors comes from the store itself. In
fact, for Milo is very important the distribution channel strategy, in order to reach its
targeted customers. In addition, relying on the underdeveloped era of Vietnam, many
consumers tend to be “western brand oriented” while purchasing, therefore, now they
developed a high awareness of nutritional issues, environmental and ethical ones (Duc,
2014).

Inside Vietnam Nestlé MILO has achieved recognition as one of the top ten most
recognized brands. Now people are looking for locally produced dairy products that just
need to be refrigerated to be consumed. It is interesting to notice what happened in 2008
when it has been discovered that dairy products produced in China were contaminated
by industrial chemical melamine but immediately Nestlé MILO Vietnam stated that their
goods were produced without China imported ingredients and thanks to a massive

advertising campaign it manages to maintain its sales level stable and to overcome the
potential sectorial crisis (Nguyen, 2018)

Considering cultural factor, we should mention that Milo – Nestlé join the 2010-2030
government program “Dynamic Vietnam” and it succeeded into changing local belief that

the only relevant goal for a children was to reach the highest school level, even, parents

6
tried to hide sports activities to their children. Nowadays, parents are the first to

encourage children to play some sport related activity.

We can see how deep the relationship between Milo-Nestlé and Vietnam is, therefore,
we could establish that it is a high recognized and highly differentiated brand in the
country, therefore consumers are led by socio-cultural factors. Family is very important
and represents the most consumer-buying organization in society, the increasing income
level of middle class led families to provide more activities for their children and as status
recognition is getting more important.

2. Customers buying behavior

Buying dairy products is a kind of habitual purchase, it does not need much involvement
by the consumer. Dairy products expense for a single consumer is not that relevant to
gather previous information before buying. Therefore, consumers are actually influenced
by the physical position of goods in the store. Milo faces everyday Ovaltine competition
and they have also an ongoing social media challenge, they provide really similar
products but actually they broadcast opposite messages (Nguyen, 2018). Through brand
difference variable we can state that the consumer buyer behavior is both “variety
seeking” and “habitual”, a customer can change very rapidly his preferred brand.

3. Buyer decision process

We are talking of simple buying decisions, you need to fulfill your need to take energetical
healthy food or liquid while having sport, and this led you to think about Milo. Then you
go to the store and just there you take your identified good.

7
 III. Marketing strategy
1. Segmenting consumer markets

Geographic

● Country: Vietnam

● Density: Urban, suburban, exurban, rural

● Cities: almost cities: Hanoi, Ho Chi Minh city, Hai Phong, etc.

Demographic

● Ages: Centennials, Millennials, Senior population

● Genders: M/F

Psychographic

● Social class: working class, middle class, upper middles

● Lifestyle: dynamic, healthy

Behavioral

● Occasions: regular

● Benefits: provide nutrition, promote kids’ height, strengthen

consumers’ immunity, integrates protein

● Attitude toward product: positive

2. Marketing targeting

Demographic – Psychographic segmentation – Targeted segment

1. Children with health concern parents

● Born after 2000 (0-20)

8
 ● 30% of Vietnamese population (>29 millions)

● Digital native
● Self-conscious about appearance
2. Sporty, western minded youngsters

● Born between 1977 and 2000

● 35% of Vietnamese population (33 million)
● Well – educated, tech – savvy
● Open – minded, healthy lifestyle
● Most sizeable consumer base

3. Differentiation & Positioning

a. Evaluate market segment

Dairy products industry is a sizeable market, so big that it creates profit by each segment
of the population. Therefore, Milo targeted two principal market segments developing a
differentiated-segmented strategy. This strategy is very profitable, as the sum of these
segments is quite about 62 million (65% of all population). So, Milo’s segment is large
and attractive.

b. Select Market Segments

Milo follows the Differentiated – segmented marketing therefore there are many kinds of
dairy products like Milo Breakfast Balance (children with health concerned parents), Milo
Protein Canxi + (sporty, western minded youngsters seeking for a healthy and fitness life),
Milo drink box (everyone), Milo box low sugar (everyone)… As we can see, Milo has
developed many different products in order to fulfill different needs of their targeted
segments. They also provide specific communication strategy for every product. This
strategy has a high impact on expenses and can be afforded as long as the company
maintains its income levels.

9
 c. Positioning

I. Profile of target market

In Vietnam, due to the social context and specific requirements in education, parents today
appreciate the role of sport in helping children develop comprehensively. So, these target
markets tend to be that children with health concerned parents, born after 2000, with
innate digital skills, and self-conscious of their lifestyle and appearance. Also, people who
are sporty, western-minded and youngsters, born between 1977 and 2000, well-
educated segment with open- minded and tech-savvy set, moreover they seek for a healthy
and dynamic lifestyle.

II. Competitive advantage

By creating product, service, channel, people and image differentiation Milo arrives the
consumer touch point more easily, effectively & efficiently in comparing with other
competitors in the highly competitive food processing market.

● Product differentiation: Milo brings a lot of products for targeted customer. They
provide many kinds of dairy for Kids such as: Milo milk, Milo cube candy
● Channel differentiation: Milo reach their products to the customers through their
expert market salesman as well as transportation. Therefore, their products are
much available to their respective customers. For example: Co-operating with
Ogilvy (expert marketing company) to launch an advertising campaign to get 22%
revenue
Through retail and e-commercial to give access to the consumer.
● People differentiation: Milo with a large number of employees are highly educated
and trained
● Service differentiation: They have a better service for its respective customers from
its competitors, 24 hours hotline service.

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 d. Overall position strategy

e. Positioning map

IV. Marketing Program

1. Product

In the last 25 years, Nestlé Milo has become the favorite drink of Vietnam’s young
generation. There are over 10.5 billion of Milo cups consumed during this period
(VnExpress,2019).

11
Three layers of product:

● Core value: Using milo products daily, consumers are able to improve overall
physical health.
● Actual product:
o Brand Name: Milo is inspired by an ancient Greek sports legend having the
extraordinary health and winning the championship in six consecutive
Olympics (Hanoimoi, 2014).
o Packaging: Milo follows the green lifestyle, uses paper boxes to contain its
product. All Milo’s boxes not only use the eco-friendly packaging but also
provide methods to recycle boxes.
o Design: Green color shows the freshness and the energetic power and there
are the images of famous athletes, which can attract customer’s attention.
Besides, Milo’s packaging is added some highlight colors such as red and
yellow. The colorful packaging is likely to easily obtain kids’ favourite. The
sole point of Milo is that it uses the 4-way straws which give kids exciting
experiences when they consume Milo (Thang Nguyen 2018).

12
 o Quality level: Milo always puts more effort into investing research and

development department to create new recipe that have better quality,

nutrition and taste. The brand is getting more and more its consumers’ trust
and support.
o Slogan: “Good food, good life” means that when using Milo products,
consumers are provided nutritious and quality products so that they will
improve both their physical health and appearance.
● Augmented product:
o Delivery and credit: Milo products are sold in the majority of market system
and some major online e-commercial channels. According the discount
program, there are discounts from 5% to 21% when buying Milo product
online.
o Product support: 24 hours hotline service has strong impacts to Milo’s result
in term of immediately meeting consumer’s needs (Milo website).
o Product lifecycle

13
MILO Vietnam, established in 1995, has gradually become more popular. Now MILO
focuses on providing nutritious products to everyone and even if it is at the maturity stage,
there is still the opportunity to gain consumers and to win the competitive challenge with
the other major players.

2. Pricing

a. Pricing strategy

Milo has operated in an extremely competitive market, where a war price has been

established among the competitors in the last two decades. Therefore, it chose competitor-
based strategy and made its price similar to its rivals, but still quite lower than them. Its
costs vary from 7.000vnđ to 75.000vnđ, compare with Ovaltine, on average, the price
of milk products is from 7.000vnđ to 70.000vnđ and the price of Vinamilk fluctuates from
8.000đ to 300.000vnđ

b. New product pricing strategy

In Vietnam, consumers are highly sensitive to changes in the price so that a low price
produces more market growth. MILO applies the market penetration pricing which sets its
products with a low price.

14
 c. Product mix pricing strategy
● Product line pricing: Milo contains many choices of chocolate drinks with unique
formulation of ingredients for a singular kind of products.

● Bundling price: MILO and Nestlé Vietnam offer a joint product bundle for
breakfast, with vitamins, dietary fibers and minerals, named “Breakfast Combo”
including: 4 Milo Drink Box, 2 Milo Breakfast Balance Cereals and 1 Nestlé Koko
Krunch.

d. Price-Adjustment Strategies
● Quantity discount: The price of each box will decrease when consumers buy a large
amount of product of product. For instance, a MILO box costs 8,000vnd but it falls

to 6,229vnd when they purchase one 48-box carton of Milo which is 299,000vnd
in total.
● Promotional pricing: Milo usually sets the temporary price of its product below the
list price to draw more customers. Its 10-15% discount gives consumers incentive to
buy MILO milk. Moreover, MILO also offers many gifts when customers buy their
products such as cups, books, backpacks.

3. Distribution

a. Marketing Channel
Distribution intermediaries are provided with hand-held devices to measure productivity
and provide transparent data. MILO uses Win-Win agreements with commercial partners.

15
b. Channel Organization: Milo uses vertical marketing strategy

● Contractual VMS: MILO has contractual

agreements with different channels other than the
classic retailers (Vinmart, BigC, CircleK, etc.) that
sell its products in the market. Two examples are
CGVCinemas and McDonald’s, which have
contractual agreements of distribution and special
offers for MILO’s products.
● Administered VMS: Being MILO a highly relevant

player in its market (in terms of size, power and

brand equity), it developed a dominant position on
its suppliers but also with its distributors. It can
command unusual cooperation from resellers
regarding displays, shelf space, promotions and price policies.

c. Distribution intensity
Milo uses an intensive distribution, through intensive
efforts aimed at the goal of increasing the market
share, the profit and the product effectiveness.

16
 4. Promotion mix

Developing Effective Communication

1 Identify the
MILO sets its current users and its potential buyers as targets for its
target
communication strategy (e.g. with kids’ contests, parents’ engagement,
audience
etc.).

2 Set
Enhance awareness about the importance of active and healthy life to
communication
increase the number of consumers. Furthermore, MILO is engaged in
objectives
revitalizing least performing product lines. Active Vietnam “The
Champion made by Milo”

3 Desire the
MILO, through its motto “Drink MILO and become a champion” works
message
on emotional appeals (e.g. Ambition, Competitiveness, Health, etc.) to
fulfill the developing need of success in life.

4 Choose the Both personal and non-personal communication channels.

media

5 Select the MILO mainly selects sportspeople (e.g. Barcelona FC partnership).

message
source

a. Advertising
MILO has been the only Vietnamese company to be listed in 2018 and 2019 APAC Effie
Awards (Vietnamnews,2019). It co-operates with Ogilvy Vietnam. MILO has constant and
in-depth national presence in streets and stores with panels and banners and also
advertised on television, newspapers and social media.

17
 ● Action program: The most successful campaign was “Active Vietnam”

(Vietnamnews,2018).

ACTIVE VIETNAM

Target Audience Mainly children aged 6-17

Objective MILO wanted to build up the relationship with its consumers and
advertise its brand, as well.

Promotional Tools
MILO integrated various communication tools like TV and Social

Networks to disseminate real stories to inspire people. It attracted

support from athletes, education, sports managers, celebrities, who
helped amplify the spirit of “Active Vietnam”

Timeline For 4 years

Results
MILO worked as a cultural incentive for Vietnamese families to change
their life habits, especially for children. Moreover, thanks to the high

engagement of the audience it created higher recognition for the MILO

brand.

18
 ● Milo and Ovaltine competition: Ovaltine created a conflict in term of the slogan

with Milo. Its message is “No need to be a champion, as long as you enjoy” while
Milo’s was “The champion made by Milo” (Nguyen Viet, Brands Vietnam).

b. Public relationship
Milo builds their image through organizing event “For dynamic Viet Nam”. In this event,
there were many meaningful actions such as the walking event with the participation of

20.000 peoples at Hanoi and Ho Chi Minh city; Cooperate with Barcelona Club to
develop Viet Nam football.

19
 c. Sales promotions
MILO sells its products through its distributors,
both online and in-store. Milo gives 3% discount
on Lazada and from 6% to 29% discount on
Shopee. Besides, periodically, it also provides
discounts and gifts in-store malls.

d. Personal Selling
Milo’s staffs usually appear in supermarket to
introduce and sell their products to customers
immediately. Salesmen can give useful
information to customers, help them to find
suitable products. Therefore, they are likely to
boost sales and brand loyalty.

e. Direct Marketing
Nestle Milo has an official website (https://www.nestlemilo.com.vn) which has a list of
products for customers to order Milo’s products. Through this website, Milo will build

20
customer relationship because they always update new information about our health and

also receive its consumers’ feedback.

V. Brand Marketing Evaluation

Overall, MILO is a successful brand in Vietnam. In the last 25 years, Nestlé MILO has
become the favorite drink of Vietnam’s young generation. Identifying some issues has
been rather hard. However, we believe that the three main issues of MILO’s Marketing
Program are:
1. It is difficult to understand what the main target consumer for MILO is:
There is an unignorable difference between the public’s perception of MILO’s consumers
and what MILO’s advertising and packaging suggests on its target consumer.
From the general public, MILO is perceived as a brand for kids. However, MILO’s
advertising and packaging seems to be targeting a more grown audience: we never see
(e.g.) cartoons or kid’s graphics, but rather pictures of >11/12-year-old kids, teenagers
and adults doing physical activities and sports. So, overall it is difficult to understand what
the main target consumers for MILO are. If they are teenagers, maybe these could be a

little bit discouraged by the fact that the public perspective on MILO's products is that they
are for kids. Moreover, if the main target consumers are in fact kids, then there is the risk

that brands with advertising and packaging that are more attractive for kids could sell
more to this particular age group;
Recommendation: MILO should define more clearly its targeted segment for its consumers’

perception, in order to avoid confusions and discouragement.

2. Champion, victory and competition rather than enjoyment and positive attitude:
MILO focuses on the messages and objectives of victory and being a champion in sports
and life in general, rather than simple enjoyment and positive attitude through healthy
and social activities without the purpose of competition. This is one of the main points that
led to the success of the Ovaltine’s comparative marketing strategy and brought MILO
many criticisms.

21
Recommendation: MILO should focus more on the enjoyment and positive effects that

physical activities have on children, and less on the competitive aspect in their marketing

campaigns.

3. Lack of strict control on local campaigns conducted by smaller advertising

companies:
MILO cooperates with a large number of small advertising companies to expand its
campaigns and make the brand more popular. However, MILO does not strictly examine
all activities of its advertising partners such as ensuring the quality of the MILO products
distributed in the campaigns above said. This brought to some cases of food intoxication.
The biggest case happened in 2017, free MILO milk given to elementary school children
was responsible for a mass food intoxication, for which nearly 500 children have been
hospitalized.
Recommendation: MILO should strict control on these smaller advertising partners or

reduce the number of advertising companies it cooperates with, assigning projects to her

bigger and more trusted partners, even in more suburban areas.

22
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12. Giang Di Linh, Brands Vietnam, 2019 “Quả ngọt từ nỗ lực bền bỉ thấu hiểu người
dùng Việt của Nestlé”. Retrieved from: https://www.brandsvietnam.com/18655-Qua-
ngot-tu-no-luc-ben-bi-thau-hieu-nguoi-dung-Viet-cua-
Nestle&xid=25657,15700023,15700186,15700191,15700256,15700259,15700
262,15700265
13. Nguyen Viet, Brands Vietnam, 2018 “Đại chiến truyền thông giữa Milo - Ovaltine:
Gay cấn ngay từ hiệp đầu!” Retrieved from: https://www.brandsvietnam.com/16609-
Dai-chien-truyen-thong-giua-Milo-Ovaltine-Gay-can-ngay-tu-hiep-

23
 dau&xid=25657,15700023,15700186,15700191,15700256,15700259,1570026
2,15700265&usg=ALkJrhhcQFuxNxWLsMzH0x5QmUYfxRFWJA
14. “Chiến dịch đầy cảm xúc của NESTLÉ MILO thắng giải APAC Effie Awards
2018”,2018 . Retrieved from: https://www.brandsvietnam.com/15485-Chien-dich-
day-cam-xuc-cua-NESTLE-MILO-thang-giai-APAC-Effie-Awards-
2018&xid=25657,15700023,15700186,15700191,15700256,15700259,157002
62,15700265&usg=ALkJrhg5EweaUYdJwohpkI8JxDUMnl8Tow
15. Mai Ca, Baomoi, 2018 “Việt Nam là thị trường đầu tiên Nestlé MILO ra mắt MILO
thức uống bữa sáng cân bằng”. Retrieved from: https://baomoi.com/viet-nam-la-thi-
truong-dau-tien-nestle-milo-ra-mat-milo-thuc-uong-bua-sang-can-bang/c/28042820.epi
16. Duc Ha, Doanh Nhan, 2014 “Nestlé MILO tiếp tục đầu tư hướng đến người tiêu
dùng’. Retrieved from: https://doanhnhanplus.vn/nestle-milo-tiep-tuc-dau-tu-huong-
den-nguoi-tieu-dung-114655.html
17. milo.com, “Be active with Goodness of Milo”. Retrieved from:
https://www.milo.com.my/nourishing-goodness/goodness-of-milo
18. Ha Noi moi, 2014 “80 năm lịch sử hình thành và phát triển một thương hiệu”.
Retrieved from: http://hanoimoi.com.vn/Tin-tuc/Thuong-hieu-DN/675966/80-nam-lich-
su-hinh-thanh-va-phat-trien-mot-thuong-hieu
19. Thang Nguyen, Marketing AI, 2014 “Chiến lược Marketing của Milo: Con đường
trở thành “chị đại” của ngành FMCG”. Retrieved from:
https://marketingai.admicro.vn/chien-luoc-marketing-cua-milo-con-duong-tro-thanh-chi-
dai-cua-nganh-fmcg/
20. “Chương trình khuyến mãi sữa Milo 2019: Rất nhiều quà tặng”, 2018. Retrieved
from: https://giamgiamoimua.com/chuong-trinh-khuyen-mai-sua-milo-qua-tang/
21. “Pha Milo ngon như ý cùng ly đổi màu kỳ ảo”. Retrieved from:
https://www.nestlemilo.com.vn/ly-milo-doi-mau-ky-ao
22. Vietnam news, 2018 “Nestle Milo wins asia pacific award for active vietnam
campaign”. Retrieved from: http://bizhub.vn/corporate-news/nestle-milo-wins-asia-
pacific-award-for-active-vietnam-campaign_294771.html
23. Chu La, Vietnam Finance, 2018, “Đại chiến quảng cáo Milo-Ovaltine: Ai là ‘nhà
vô địch’?”. Retrieved from: https://vietnamfinance.vn/dai-chien-quang-cao-milo-
ovaltine-ai-la-nha-vo-dich-20180504224213455.htm
24. PPR Vietnam, “CHIẾN DỊCH PR “VÌ VIỆT NAM NĂNG ĐỘNG” – MILO/NESTLE”.
Retrieved from: http://www.pprvietnam.com/vn/chien-dich-pr-vi-viet-nam-nang-dong-
milonestle-a194.html
25. Nam Khánh, Báo Mới, 2018 “Nestlé Việt Nam đưa 5 tuyển thủ nhí sang tập huấn
tại CLB Barcelona”. Retrieved from: https://baomoi.com/nestle-viet-nam-dua-5-tuyen-
thu-nhi-sang-tap-huan-tai-clb-barcelona/c/27942220.epi
26. 2018, “Thể lệ chương trình khuyến mại”. Retrieved from:
https://www.facebook.com/notes/milo-vi%E1%BB%87t-nam/th%E1%BB%83-
l%E1%BB%87-ch%C6%B0%C6%A1ng-tr%C3%ACnh-khuy%E1%BA%BFn-
m%E1%BA%A1i/2700718126625552/

24
Appendix

Peer Review and Statement of

Authorship Form

Principle of Marketing – 2019

Statement of Authorship Form

Project title: Milo Nestle’s analysis
No of Words: 3998 (excluding Exec. Summary, Bibliography & Appendices)
Tutor: Nguyen Phuong Lien
Tutorial Day and Time: Friday afternoon at 14:30

Statement of authorship

We each certify that our own contribution in the attached material is original work and
that we have no Knowledge of an act of plagiarism committed by any member of this
group. We declare that no other person's work has been used without due
acknowledgement. Except where we have clearly stated that we have used some of this
material elsewhere, it has not been presented by us for examination in any other course
or Subject at this or any other institution.
We have read the Assignment brief and understand that we may be subject to penalty
and student discipline processes in the event of an act of plagiarism by us. We understand
the nature of plagiarism to include the reproduction of someone else's words, ideas or
findings and presenting them as our own without proper acknowledgement. Further, we
understand that there are many forms of plagiarism which include direct copying or
paraphrasing from someone else's published work (either electronic or hard copy) without
acknowledging the source; using facts, information and ideas derived from a source
without acknowledgement; producing assignments (required to be independent) in
collaboration with and/or using the work of other people; and assisting another person
to commit an act of plagiarism.

25
Name Student Sections Sections % Signature

number Allocated completed Contribution

Nguyễn Vi 1704010045 -Written TOTAL 100%

Hoài report

-Ongoing
presentation

Nguyễn Thị 1704010078 -Written TOTAL 100%

Nhã report
-Ongoing
presentation

Lại Thị Thơm 1704010100 -Written TOTAL 100%

report
-Ongoing

presentation

Luigi Pedace 19L4000004 -Written TOTAL 100%

report

-Ongoing
presentation

Giorgio 19L4000008 -Written TOTAL 100%

Frasca report
-Ongoing
presentation

26