MILO sales volume in Asia had grown by over 50% over the period 1990 - 1995. MILO had the opportunity to gain market leadership from Ovaltine in the 1990's. MILO was launched in Australia in 1934. The product first appeared in Thailand market after the Second World War. Its share of market remained very small.For many years of Thai tonic food drink market was basically a two-horse race between Ovaltine and MILO, which existed in both powder and ready-to-drink forms. Both have comparable nutritional properties and are sold at price parity on the most popular 400 g packing.
The unique selling of MILO is strong and healthy. MILO always released commercial advertising on television to show about sport such as football. Children and adolescents are the consumers of the category. The attitudes of children and teenagers differ significantly depending on their age and development. They move from high dependence on mother's decisions in their early years, through to their teenage years which are characterised by a desire for independence and success within their peer group.
The purchaser of MILO for in-home consumption is almost always the mother who is also the main Innovator of the child's initial consumption. Hence the mother is key to MILO sales. Conversely, once MILO has been tried, and as the child grows older, the child is the major influence on the continued purchase of MILO.
MILO is aimed at boys and girls 8 - 15 as the mainstream consumers of MILO powder. Mothers of children 5-12 are the main purchasers of MILO.
Teenagers want to establish their own identities resulting in a further fragmentation of consumption. Some teenage girls believe milk to be fattening. Many however, still appreciate the taste and mothers remain willing to keep buying and serving this wholesome category of beverages.
The unique selling of MILO is strong and healthy. MILO always released commercial advertising on television to show about sport such as football. Children and adolescents are the consumers of the category. The attitudes of children and teenagers differ significantly depending on their age and development. They move from high dependence on mother's decisions in their early years, through to their teenage years which are characterised by a desire for independence and success within their peer group.
The purchaser of MILO for in-home consumption is almost always the mother who is also the main Innovator of the child's initial consumption. Hence the mother is key to MILO sales. Conversely, once MILO has been tried, and as the child grows older, the child is the major influence on the continued purchase of MILO.
MILO is aimed at boys and girls 8 - 15 as the mainstream consumers of MILO powder. Mothers of children 5-12 are the main purchasers of MILO.
Teenagers want to establish their own identities resulting in a further fragmentation of consumption. Some teenage girls believe milk to be fattening. Many however, still appreciate the taste and mothers remain willing to keep buying and serving this wholesome category of beverages.
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