Product Life Cycle of Milo / Mohd Izzadtul Dillah ... [et al.]

The birth of MILO in Malaysia is around 1950. MILO, Tome Food Drink, this well-loved beverage begins its journey in Malaysia. It has played a role that goes far beyond a beverage and become a crucial part of Malaysians’ daily lives today. MILO is the first to use the nation’s battle cry, “Malaysia Boleh!” With MILO, at the heart of this winning spirit, Malaysia has since blazed through every new milestone in achieving impossible. In 1999, MILO come up with B vitamins that help release the energy from food, MILO fuels for those who drink it with positive energy all day. After that, in the year 2002, the popular chocomalt beverage is now fortified with ACTIGEN-E, a unique combination of 8 vitamins and4 minerals. After introduce MILO with ACTIGEN-E, MILO then introduce their drink, with PROTOMALT. PROTOMALT, is a special malt, extract made from malted barley grains. Found only in MILO, this is a key ingredient that naturally provides the energy and nutrients the body needs. In the year of 2006, MILO becomes the biggest sponsorship in Malaysia sports. MILO begins sponsoring events to cultivate a thriving sports culture in Malaysians. Today MILO sponsors more than 200 of these events at various levels each year, from interschool to national championships.