OVERVIEW

Nestle Malaysia
Nestlé began in Malaysia in 1912 as the Anglo-Swiss Condensed Milk Company in Penang and later, expand to Kuala Lumpur in 1939. Since 1962, with its first factory in Petaling Jaya, Nestlé Malaysia now manufactures its products in 8 factories and operates from its head office in Petaling Jaya, and 6 sales offices nationwide.

Introduction to Milo Milo is a milk beverage with malt and chocolate, originating from Australia and produced by Nestle. It was developed by Thomas Mayne, a Nestle Industrial Chemist in 1930s during the depression when many children were not receiving enough nutrients from their daily diet. The name ‘Milo’ derives from the famous Greek athlete Milo of Crotona, after his legendary strength. He launched Milo at the Sydney Royal Easter Show and started the production in Smithtown.

Milo is popular in Malaysia, It has a 90% market share in Malaysia, and Malaysians were said to be the world’s largest consumers of Milo. This is because when Milo was first introduced in the country, it was once used as a nutrient supplement. Thus, Milo gained a reputation as a 'must have ' drink for the old and the younger generations.

Target Customers
The customers can be classified according to the following variables:
a.) Geographic Segmentation:
 Regions: Nestle can segment the market on the basis of season. On rainy season, people prefer to have hot Milo, thus the consumption of cold Milo goes down. The consumption