Milo / Sheanie Tin ... [et al.]

Tin, Sheanie and Martin, Catherine and Firdaus, Nurhidayah and Rumaizi, Nik Nurdieana Shahilla (2016) Milo / Sheanie Tin ... [et al.]. [Student Project] (Unpublished)

Abstract

Milo is a chocolate and malt powder that is mixed with hot or cold water or milk to produce a beverage popular in many parts of the world. Produced by Nestle, Milo was originally developed by Thomas Mayne in Sydney, Australia, in 1934. It is marketed and sold in many countries around the world. Most commonly sold as a powder in a green tin, often depicting various sporting activities, Milo is available as a premixed beverage in some countries, and has been subsequently developed into a snack bar and breakfast cereal. Its composition and taste differ in some countries. In 1934, Australian industrial chemist and inventor Thomas Mayne developed Milo and launched it at the Sydney Royal Easter Show. Milo began production at the plant located in Smithtown, near Kempsey on the North Coast of New South Wales. The name was derived from the famous ancient athlete Milo of Croton, after his legendary strength. In Australia and most other countries, the packaging is green and depicts people playing various sports on the tin. A higher malt content form also existed in Australia and was marketed in a brown coloured tin which was usually only available in the 375g size. Milo's commercials and taglines are "Go and go and go with Milo". A recent Australian commercial incorporating this slogan depicts four generations of women on a skipping rope singing "and my mum gave me Milo to go and go and go." The tag "I need my Milo Today" is also used. The packaging of tins of Milo in Malaysia and Singapore are also green and also have people playing sports on the tins, giving it the affectionate name of "Tak Kiu", Hokkien Chinese for "kick ball". In Colombia Milo is closely tied to football (soccer), and the slogan several generations have sung is Milo te da energia, la meta la pones tu ("Milo gives you the energy, you set the goal"). Milo is very popular in Malaysia and Singapore, where the brand name is synonymous with chocolate flavoured drinks: Milo has a 90% market share in Malaysia (not the often quoted 90% worldwide share of Milo consumption), and Malaysians were said to be the world's largest consumers of Milo. This is because Milo was once used as a nutrient supplement when it was first introduced in the country, and has thus gained a reputation as a 'must have' drink for the old and the younger generations. 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 Vans" were often associated with sports days in these two countries, during which primary school pupils would queue up to collect their cups of Milo drinks using coupons.

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Tin, Sheanie
2014401624
Martin, Catherine
2014680548
Firdaus, Nurhidayah
2013735717
Rumaizi, Nik Nurdieana Shahilla
2013115131
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce > Business education
H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Marketing > Management
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
Divisions: Universiti Teknologi MARA, Sarawak > Mukah Campus > Faculty of Business and Management
Programme: Diploma in Banking Studies
Keywords: milo, marketing, business, student project
Date: 9 September 2016
URI: https://ir.uitm.edu.my/id/eprint/56106
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