Executive Summary The following report supports our thoughts and goals regarding the market development of Nestlé’s Milo. Overseas, Milo has realized success in the marketplace for over half a century. Through our research and findings, we have determined Milo to be a potentially effective product in the United States. Recent global focus on individual health, specifically among children in schools, calls for a drink that provides all of the necessary nutrients for the active youth. As part of a well established global company such as Nestlé, the building blocks are in place for the growth and popularity for Milo. Our report centers mostly on the importance of promotion and place for the success of our firm and our product. In an attempt to create and strengthen the positioning of Milo in the United States, these two areas of the marketing mix will be essential aspects to the growth of Milo. Although the marketplace is currently consumed by well-founded companies such as Pediasure and Ovaltine, we are optimistic that Milo will have an immediate impact on consumers. Through “buzz” advertising and efficient distribution, Milo will continue the tradition of brand equity maintained at Nestlé. Although the economy in the United States is currently subpar, we believe this is a perfect time to introduce our product to a new marketplace. Many young individuals are in desperate need for a healthy alternative to the high-calorie, ultra-sugary beverages that have come to dominate the market in an obese society such as the United States. Nestlé Milo provides benefits unfamiliar to the U.S. marketplace; we are anxious to witness its inevitable success.

Introduction Nestlé Corporation was founded in the 1860’s by a pharmacist looking to develop an alternative to baby foods. By the 1900’s and following World War II, Nestlé had merged with Anglo-Swiss