Nestle Milo Supply Chain Management??? Desperately need help here...?

Question

What is the distribution flow of distribution centre strategy of Nestle Milo in USA and Australia???

Thanks! ^_^

Answer 1

Here is what is known about the distribution strategy for this product.  Milo manufactured outside Australia is customised for local methods of preparation. In Ghana, it is mixed with hot or cold water instead of milk, with the instructions "Add milk and sugar if desired."

Tins of Milo bought in Singapore are green and have pictures of people playing sports on them. Certain designs may also show Singaporean athletes endorsing the drink.In Australia the packaging is green and has people playing sports on the tin. There is an organisation called "Milo Cricket" which operates in most areas by volunteers. The commercials and taglines are "Go and go and go with Milo" and a popular commercial is 3 generations of women on a skipping rope singing "and my mum gave me Milo to go and go and go", hence the fact that it has a low glycemic index. The packaging of tins of Milo in Singapore are also green and also have people playing sports on the tins.

Milo is very popular in Malaysia, where the brand name is synonymous with chocolate flavoured drinks. Milo manufactured in Malaysia is made to dissolve well in hot water to produce a smooth hot chocolate drink, or with ice added for a cold drink. Milo in Malaysia is served in kopitiams and mamak stalls offering versions such as "Milo Dinosaur" (a cup of milo with an extra spoonful of powdered undissolved Milo added to it), "Milo Godzilla" (a cup of Milo with ice cream and/or topped with whipped cream) and "Neslo" (combined with Nescafe powdered coffee). It gained popularity in Singapore soon after.

This series of strategic positioning in multiple international marketplaces suggests the global homogenous value that the product has.  By substituting local cultural additions to the product, along with familial relationships (also of a local cultural flare), the prospect is to gain market share by tweaking advertisements as needed.

Hope you found this useful.  Wish you the best.