Similarity Report
PAPER NAME
[Link]
WORD COUNT CHARACTER COUNT
3676 Words 21612 Characters
PAGE COUNT FILE SIZE
10 Pages 25.2KB
SUBMISSION DATE REPORT DATE
Nov 1, 2024 9:22 AM GMT+7 Nov 1, 2024 9:22 AM GMT+7
13% Overall Similarity
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Bibliographic material
Summary
Thomas Mayne, who is a chemical engineer from Smithtown, NSW, spent his 4 years
researching and developing the famous MILO iconic crunchy milk drink in the world.
6
MILO is named after a legendary athlete from Greece, known as a “God of strength”.
In 1934, during the global economic crisis, many children were malnourished. Mr.
11
Thomas Mayne researched and developed nutritional drink with a unique cocoa
flavor, providing a lot of energy to help children develop comprehensively. The first
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time MILO was launched to the public was at the 1934 Sydney Royal Easter Show.
20 3
Nestlé MILO received APAC Effie Awards in two consecutive years thanks to its mission of
“Building a dynamic Vietnamese generation” (VnExpress, 2019).
3 3
On April 27 at Vinh Long Stadium, Nestlé MILO set a Guinness Vietnam record for a
3
gymnastics performance with the participation of 6,000 students in 64 different Primary
schools (Do Phu, 2022).
2
Vision statement
To bring consumers foods that are safe, of high quality and provide optimal nutrition to mee
physiological needs. In addition to Nutrition, Health and Wellness, Nestle products bring
consumers the vital ingredients of taste and pleasure.
Mission Statement
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Gives you the goodness to confidently perform your best and provides physical energy for
your active days.
These changes in logo and packaging have helped MILO stay relevant in a competitive
market, appealing to new generations while maintaining its heritage. The focus on modern
design and sustainability resonates with contemporary consumers looking for both quality
and environmental responsibility.
MILO’s PRODUCTS
MILO milk is a combination of cocoa flavor and milk nutrition, with a formula from barley and
essential vitamins and minerals, helping to develop children's height and immune system.
With the aim of providing customers with more choices, Nestlé MILO's product division is
constantly researching and launching new product lines such as low-sugar MILO milk, MILO
ice cream, MILO protein or improving the formula with similar flavors (Do Phu, 2022).
MILO Less/ No Sugar
Low-sugar variants and Zero sugar focus on health-conscious consumers , reduced sugar
intake, and nutritional supplementation, promoting products as part of a balanced diet.
MILO Chocolate bar
MILO also launched the MILO chocolate product line in compact bar form, meeting children's
snacking preferences for chocolate but with a unique MILO flavor.
MILO Protein bar
MILO energy bars, RTD MILO with added protein are the products for athletes and active
individuals who need quick energy source, recovery nutrition before and after workouts.
MILO Ice cream
Children and Adolescents Families Enjoyment, flavor, and a refreshing snack, Highlight the
product as a family dessert option during mealtime or parties, emphasizing its nutritional
benefits compared to other ice creams.
MILO 3-in-1
Add more nutrients and energy for children's activities in a long active day and during height
development period.
MILO Teen Protein Canxi
A nutritious and healthy breakfast choice that provides essential vitamins and minerals when
for children parents do not have much time to prepare.
1
During 25 years (1994-2019), Nestlé MILO has invested nearly 5,500 billion VND in product
research and development in Vietnam. MILO has provided more than 10.5 billion boxes of
milk and thereby become a familiar childhood drink for many generations, thereby affirming
its leading position.
1
To date, MILO product lines are manufactured at 3 Nestlé factories in Vietnam, including
Nestlé Dong Nai factory, Nestlé Binh An factory (Dong Nai) and Nestlé Bong Sen factory
(Hung Yen).
MARKET POSITION IN VIETNAM
According to Metrics, the MILO Milk market scale in December 2023 reached 1.7 billion in
sales. According to a Metrics report from January 2023 to December 2023, MILO's market
share in Vietnam is accounting for 88.24% of revenue (MIC Creative, 2024).
5
In the 2020 market report on the most chosen FMCG milk brands in urban areas, MILO has
shown a certain position in the competitive market in Vietnam.
Compared to some familiar large domestic brands that have a position in Vietnamese such
5
as Vinamilk with the highest penetration rate of 90.4%, Ong Tho (Vinamilk) with 59.2% and
TH True Milk with a penetration rate of 56.3%, MILO (Nestlé) has shown a very remarkable
rate of 50.2%.
TARGET MARKET
Geographic Demographic Psychographic Behavioral
MILO is available Parents who have Lifestyle: energetic, Usage situations:
in rural and urban younger children, loving outdoor breakfast, brunch,
areas where ranging from 6 to 14 activities, sports lovers. after school, break
people are willing years old. time, before and
to buy. after playing sport....
Personality: energetic, Benefit sought: easy
loving outdoor to use, eye-
activities, sports lovers, catching, rich
likes to express nutrition and
themselves. distinctive flavor.
User and loyalty
status: loyalty if it
meets the taste and
uses according to
the needs
Self - oriented values - Active:
18
During the Covid-19 pandemic, all students had to stay at home and many outdoor activities
were limited. For that reason, MILO launched the “MILO Dynamic Playground” campaign
with “MILO 7 active days” program to encourage children and their parents to participate in
physical exercises. The program includes many exercises and sports sessions designed by
sports coaches and parents will participate in practicing with their children for 7 days and
record videos to receive gifts from MILO (eMagazine, 2021). For a while, keeping a journal
with workout clips might assist develop and strengthen an internal awareness of the health
advantage exercises and build an active lifestyle (Rozanski, 2023)
MILO fosters a sense of community, where individuals are encouraged to be active
participants rather than passive observers. The campaign encourages a proactive
attitude, motivating children and their parents to engage in physical activities and
share their stories. Family involvement can play an important role in promoting and
maintaining an active lifestyle for children (Santos et al., 2023).
This is a direct response to the growing cultural emphasis on health, fitness and active
lifestyle.
Environment - oriented values - Nature:
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Nestlé MILO launched the contest “Green Journey, Recycling Milk Cartons” with the
8
participation of 280,000 students from nearly 400 kindergartens and primary schools in Ho
Chi Minh City (MILO Vietnam, 2020).
Through 4 simple steps, students were instructed to recycle MILO milk cartons into trash
sorting bins and basketball boards. Nestlé MILO's purpose is to educate and encourage
children collecting and recycling milk cartons after using the products. Gradually, it will raise
an awareness of environmental protection for children, helping to promote a green
environment.
MILO also awarded waste sorting bins and sports equipment made from MILO boxes to 400
preschools and elementary schools participating in the contest. This helps students better
understand the benefits of recycling while also motivating them to maintain environmental
protection habits.
10
The contest aims to gather and recycle 3.5 million milk cartons, which is expected to
reduce nearly 35 tons of waste to the environment.
MILO’s milk and meaningful wishes were given to candidates by volunteers at the exam
sites, cheering up the students and giving them more energy to pass this stressful exam.
NESTLÉ MILO’s entrance exam support program with "Recharge Energy - Overcome the
Gate" program
Other - oriented values - Collective
During the 2020 High school graduation exam, Nestlé MILO implemented the program
"Energize - Overcome the Dragon Gate", giving to candidates across 28 provinces and cities
500,000 boxes of MILO (Trường Thịnh, 2020).
MILO has shown its active participation in community activities, encouraging and creating
bonds in the collective of its target customers - students and young people.
Nestlé MILO’s campaign "Sports always find the champion in you" shows the story and
image of teens that overcome self-deprecation to participate in sports and then confidently
assert themselves.
Through a nutritious ingredient list with a combination of carbohydrates, proteins, iron and
vitamins, making MILO a drink that provides a quick source of energy, ensuring the physical
development and health needs of children.
MILO's target customers are people who love sports and want to become champions in
sports and life. MILO can be seen as someone who promotes self-improvement and
becomes the best version of himself.
MILO is not only a nutritional supplement but also contributes to creating family emotional
connection. Parents' preparation of MILO drinks for their children every day shows concern
and care for their children's height and health, which is iconic in MILO advertisements.
A. MOTIVATION
MASLOW - HIERARCHY
With the long-standing reputation of parent company Nestlé, MILO always ensures product
quality and safety standards. MILO's nutritional ingredients are carefully researched by
experts, helping to support consumers' physical health and immunity.
This change from MILO received a positive reception from many parents and children, when
95% of children liked MILO less-sugar from the first try.
With MILO less sugar, MILO still ensures the love from children, while also changing many
parents' cognitive skills regarding MILO’S nutritional value and enhancing their confidence in
allowing their children to use MILO’s product.
Many parents are concerned that the amount of sugar in MILO products is quite high and is
not good for their children's health. So, MILO has launched the new product line "reduced
sugar, more milk" - MILO less sugar.
Despite reducing sugar, the new version of MILO has added milk to the formula to help
maintain the delicious flavor that children love. It also provided calcium and a combination of
7 vitamins, minerals for children to develop physically and mentally, helping to prevent
obesity and overweight (MILO Việt Nam, 2021).
ATTITUDE - Change Cognitive Component
By directly reaching customers with MILO’s gifts, the program stimulates the habit of
choosing MILO and return to buy products regularly because they can accumulate points to
receive awards and experience products at the same time. From there, this program
contributes to creating a number of loyal customers for the company.
ATTITUDE - Change Behavioral Component
MILO implemented a “collect points get gift” program called "MILO Energy Universe" to
encourage customers to buy more MILO products (MILO Việt Nam, 2023).
With more than 180,000 consumers participating in the program, MILO has succeeded in
creating more connections and attracting its customers.
12
When customers buy a pack of MILO boxes, they will receive a sticker card inside with a QR
code to accumulate points. Each level of points will be different attractive gifts such as pen
boxes and backpacks. There is also a random wheel to receive a bicycle and 1 mace of gold
for customers who have participated in accumulating points.
Starting with a TVC advertising the story of girls and boys with low self-esteem then having
found confidence through sports, MILO has opened up new positive views that sports can be
the inspiration to overcome all challenges (Brands Vietnam, n.d.).
14
The campaign was successful in delivering the message to over 314,000 people including
approximately 7,300 interactions on social media, contributing to give target customers -
parents a different perspective on sports and children, encourage them let their children
participate more in sports with MILO as a companion
21
For a long time, many parents in Vietnam often have a lot of prejudices and pressure on
their children with the image of "other people's children", wanting their children to become
perfect and not encouraging their kids to play sports or sometimes they still have some
concerns about their children’s obstacles to playing sports such as weight, gender,
disability…
MILO’s images of “imperfect champions” on all large outdoor billboards (OOH) from real-life
25
inspirational stories from the “Sharing stories challenge” on social media (Facebook) has
attracted the attention of many parents (Mic Creative, 2024).
7
With its "Sports is a great equalizer" campaign, MILO breaks the old stereotypes and creates
7
a new definition of "champion": "A champion can be in any shape and size."
ATTITUDE - Change Affective Component
In recent years, physical exercise and health awareness have been increasingly valued,
especially among children. However, some parents and children are still not aware of the
importance of physical exercises. According to a NESTLÉ MILO study, 30% of Vietnamese
mothers inactively encourage their children to play sports (Nhật Huy, 2018).
6
Based on that context, MILO launched the campaign "Dynamic Vietnam" with the target
audience as parents.
First, MILO launched the TVC "Real Champion" on many social media platform and
channels to emphasize the value of sports Even if some parents do not prioritize or believe
in physical activity's importance, this social validation ultimately influenced parents to align
their behaviors with the new standard, demonstrating the power of normative influence in
driving change.
13
Many well-known KOLs, celebrities’s families with young children, such as Artist Trần Lực,
actor Mạnh Trường also shared about this campaign, creating many discussions around this
topic, fostered a common belief that encouraging children to engage in sports is expected of
responsible parents.
This campaign was successful with millions of views on all platforms, this TVC has received
significant attention from the audiences, especially the support of many parents across the
22
country. Through this, MILO has created a profound impact in encouraging children to
practice sports and acquire an active lifestyle.
GROUP INFLUENCE - NORMATIVE INFLUENCE
The normative influence impacts on the need of individuals for social acceptability and
belonging, which is significantly associated with how products leverage technology, AI and
social media (Nadella et al., 2023).
In order to identify the demands of the target audience, MILO conducted a survey of parents
24
in Ho Chi Minh City and Hanoi. According to the findings, besides the desire for their kids to
grow taller, up to 92% of Vietnamese parents want their children to be more durable to have
enough energy to complete the day's activities well (Minh Phúc, 2024).
At first, the topic of children's "durability" was frequently mentioned on both offline and online
platforms in the campaign “MILO everyday, more durable every day” that made consumers
easily see MILO's message everywhere (Minh Phúc, 2024).
By collaborating with nutrition experts to have live sharing workshops at local as well as
posts on social networks and newspapers, consumers have been provided with a lot of
knowledge about nutrition, especially in MILO’s product in a simple and effective way.
Parents started discussing and paying more attention to this subject. They had the desire to
help their kids develop durability by following the basic methods MILO pointed out: Using
MILO milk and encouraging children with their physical training activities.
GROUP INFLUENCE - INFORMATIONAL INFLUENCE
Informational influence is known as the process when consumers who lack knowledge or
experience about the products are usually based on reliable information provided by experts
to make a purchase (Nadella et al., 2024).
MILO is always associated with sports activities, promoting and developing children's
passion for sports.
The promotion campaign with slogan "Champion made from MILO" not only affirms MILO's
position in the market but also contributes to raising the spirit of sports practice for children
and teenagers. The campaign has attracted 180 thousand parents to commit with Nestlé
MILO in creating a healthier generation (MIC Creative, 2024).
23
In recent years, MILO has regularly organized school sports tournaments such as “Ho Chi
Minh City Student Basketball Tournament - Nestlé MILO Cup”, “Student Swimming
Festival”,... (Hoàng Anh, 2023) and also the sponsor of the Under 11 (U11) National Youth
Football Tournament - Nestlé MILO Cup 2024, which encourages and builds a young
generation actively participates in sports activities. The appearance and sharing of National
team player Do Duy Manh at the press conference has contributed to inspiring many young
players (Thai An, 2024).
By participating in the events, children feel to be a part of the "MILO Champions" group—
who are active and strive for athletic excellence. At the same time, it also motivates and
inspires other children who want to be successful like their friends and famous athletes. The
habit of drinking MILO will also spread because it is considered a “friend” to help them
succeed.
GROUP INFLUENCE - IDENTIFICATION INFLUENCE
In 2016, MILO was caught up in a media crisis about "There are maggots in MILO milk",
which affected the brand image. Immediately after that, the Customer Service Department of
Nestlé Vietnam Co., Ltd. consulted and shared the test results, stating that it could be an
4
error in the process of transporting, storing goods, or improperly preserving the product, the
product packaging could be affected, especially at the folds, the straw insertion point, the
4
corners of the box... Products placed in an environment with high temperature or humidity
will also affect the quality of the product inside, causing the product to be damaged (Cao
Nguyen, 2016).
This is a big lesson for MILO and from there they should improve the packaging, strictly
adjust the distribution and transportation lines before reaching the end consumers. The
company also needs to have policies to protect and compensate consumers when
encountering similar problems
Therefore, MILO should find other solutions to improve and replace them, perhaps
bioplastics straw or rice straw that are biodegradable but still more durable than paper.
Although paper straws are environmentally friendly, they also bring many disadvantages to
consumers (Li et al., 2023). According to feedback from many customers, paper straws bring
them many inconveniences because they easily become mushy and sticky and they still
prefer the convenience of plastic straws.
RECOMMENDATION 1 - Improve packaging
In addition, a weakness of MILO is that the packaging is not eye-catching and does not have
many breakthroughs compared to competitors.
MILO needs to improve more eye-catching packaging designs to attract customers.
19
Currently, most major milk companies such as Vinamilk and TH True Milk have their official
stores in the Vietnamese market. Developing official stores like this not only helps
consumers buy products easily, but also ensures the quality of milk sources rather than
buying from unreliable retail chains. However, MILO does not have an official store yet, so
they need to consider further development.
Nowadays people tend to go shopping online, therefore MILO needs to develop more
15
genuine stores on e-commerce platforms such as Shopee, Lazada or TiKi. When shopping
on e-commerce apps, consumers have more convenience in shopping, there are many
preferential policies from e-commerce platforms, they can buy genuine products at
reasonable prices, and save time without having to go out shopping.
RECOMMENDATION 2 - Launch retail and official stores
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About Milo - Our Story. (n.d.). goodNes. [Link] Bí quyết
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accuse Nestlé Milo milk of having maggots and a foul smell]. Lao động.
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hộp sữa” thành vật dụng hữu ích [“Green Journey - Recycling milk cartons” into useful items
contest]. (2020). MILO Việt Nam. [Link]
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paper straws different?]. (2021). MILO Việt Nam. [Link]
hut-giay-milo-bao-ve-moi-truong Đỗ, P. (2022). NESTLÉ MILO làm thế nào “lách qua khe
cửa hẹp” để chiến thắng trên “đấu trường” sữa Việt Nam? [How did NESTLÉ MILO "sneak
through the narrow door" to win in the Vietnamese milk "arena"?]. Mobiwork.
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truong-sua-viet-nam/ eMagazine. (2021). Thử thách 7 ngày, cùng con hăng say vận động [7-
day challenge, exercise enthusiastically with your child]. [Link]. [Link]
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thức mới cùng khẩu phần lành mạnh cho trẻ ngay [Combine the new low-sugar MILO
formula with a healthy diet for your kids now]. (2021). MILO Việt Nam.
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Wang, X., Wu, M., Yao, S., Guo, J., Chen, M., Xiong, S., & Wang, L. (2023).
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mới của MILO: “MILO Mỗi Ngày, Bền Bỉ Hơn Từng Ngày”? [What's good in MILO's new
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bi-hon-tung-ngay-l24562 Mua MILO liền tay, tích thẻ đổi quà hay. [Buy MILO now,
accumulate cards to redeem gifts or]. (2023). Nestlemilo.
[Link] Nadella, G. S., Meduri,
S. S., Gonaygunta, H., & Podicheti, S. (2023). Understanding the Role of Social Influence on
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[Case Study: Nestlé Milo's Emotional Campaign Wins 2018 APAC Effie Awards]. Advertising
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với hơn 2,5 triệu hộp sữa [Nestlé MILO energizes back to school with over 2.5 million milk
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[MILO reaches 10.5 billion milk cartons in Vietnam on 25th anniversary]. Nông nghiệp Việt
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story#:~:text=Our%20mission%20is%20to%20fill,your%20increasingly%20active%2C%20bu
sy%20days. Trường Thịnh. (2020). 500.000 hộp MILO tiếp năng lượng chi sĩ tử “ vượt vũ
môn” trong kỳ thi tốt nghiệp THPT. [500,000 boxes of MILO energize students to "Overcome
the Dragon Gate" in the high school graduation exam]. Dân trí. [Link]
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Similarity Report
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Top sources found in the following databases:
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