Free perceptual mapping milo essay sample
Free Perceptual Mapping Milo Essay Sample
Perceptual Map of Milo in UK (Created by Author)
The reasons behind the perceived failure of Milo in the UK market are
primarily pricing strategies combined with low market visibility. Since
its entry into the UK market, Nestlé’s Milo had been able to maintain
leadership position for some time. However, the marketing strategies
adopted by its main competitors such as Ovaltine and Asda Instant Malt
Drink focused on presence of the brand in departmental and supermarket
stores, along with promotions and advertisement. Milo, on the other hand
focused on strong promotion and advertisement on television and print
medium, but lost out on establishing shelf presence within
supermarketsand departmental stores. At the same time, the prices of
Milo are marginally higher than competitors. Though it did not matter
much to individual customers, it made a huge difference to retailers
buying in bulk.
It has been found that the competitors of the brand, namely Asda Instant
Malt Drink, Horlicks, Ovaltine and Ovaltine Light are more popular and
easily available to customers in UK. The reason being better marketing
strategies of these brands for shelf space at outlets such as
supermarkets, which gives these brands a better market visibility as
compared to Milo. Asda and Ovaltine are marginally cheaper than Milo and
at the same time have better market visibility. It has been seen that
the product lines of these brands are more easily visible as compared to
Milo. Even Sainsbury products, whose product lines are similarly priced
in case of Milo, have a better market visibility – not only in
advertisement and promotions, but also shelf presence. So is the case of
Horlicks and the different brands like Horlicks Light and Horlicks
Chocolate Light.
As far as customers in the market is concerned, it is important for
organizations t ensure that their products are demanded and accessible
at the same time. Milo had failed to ensure this and as a direct
consequence of these two factors, Milo lost out in market
competitiveness .
Reference
Adaramola, A.C., 2010. UK cocoa drinks wars. In: Principles and Practice of Professional Advertising: A Multinational and Comparative Analysis. Lagos: Trust Communications Ltd.