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 supermarkets and ...
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Perceptual Map of Milo in UK (Created by Author)
