Product Launching

Situational Analysis
(Company Profile)

Nestle is a multinational packaged food company founded and headquartered in Vevey, Switzerland. It resulted from a merger in 1905 between the Anglo-Swiss Milk Company for milk products established in 1866 by the Page Brothers in Cham, Switzerland and the Farine Lactée Henri Nestlé Company set up in 1867 by Henri Nestlé to provide an infant food product. Several of Nestlé's brands are globally renowned, which made the company a global market leader in many product lines, including coffee (Nescafé), water, other beverages, ice cream, infant foods, performance and healthcare nutrition, seasonings, frozen and refrigerated foods, confectionery and pet food.
Nestle was founded in 1860. In the 1860s Henri Nestlé, a pharmacist, developed a food for babies whose mothers were unable to breastfeed. His first success was a premature infant who could not tolerate his own mother's milk nor any of the usual substitutes.
In 1905, Nestle merged with the Anglo-Swiss Condensed Milk Company. By the early 1900s, the company was operating factories in the United States, United Kingdom, Germany and Spain.




Situational Analysis – SWOT
Strengths
• Have a great CEO (Chief Executive Officer)
• We are low cost operators
• Have is their distribution
• Consumers simply know Yoplait is healthy Weaknesses
• We were not as successful as they thought they would be in France
• LC-1 was positioned as too scientific, and consumers didn’t quite understand that LC-1 was food and not a drug
Opportunities
• That health-based products are becoming more popular in the world, including in the United States
• A larger market leader in Germany with LC-1 (captured 60% market)
• Because they are a market leader, they can introduce more health-based products in Germany
Threats
• The fact that some markets they are entering are already mature
• There is a strong competition in the United States yogurt market

Situation Analysis
(Public Relations Consultant)

We are the public relations consultant of Nestle for seven years where Nestle is a market leader in Indonesia. Which is Nestle has been established since 1860.
We are specialty Public Relations in events. We are ever taking in hand of PT. Indofood for 5 years. We ever did promotion to Indomie soto goreng, kecap ABC, biskuat biscuit, and sarden ABC. And it become well known because of our promotion is success.
We want to launch product Nestle MiLcO. It has vanilla, chocolate, and strawberry flavor. Nestle MiLcO is produced from fresh cow milk, sucrose, cocoa powder, nabathy and any kind of flavor. The products have been preceded under Nestles unique technology called MHT-Milk Hydrolyzed Technology. It is to make complete families needs 15 vitamins and 10 mineral.
Our company will launch our new product on 20th July 2008 in Taman Anggrek Mall. We will give our product for audiences for try to drink it.
Nestle will also launch through TV station in “empat mata” Television program, broadcasting every Friday on Trans 7 in that television program we give the audience or the guest to try our new product.


Situation Analysis
(Product Characteristic)

MiLcO is new milk that has 3 flavors, such as chocolate, strawberry, and vanilla. MiLcO has a thick milk. MiLcO prepared by MHT (MiLcO Hygienic Technology), created aseptic and to minimize the decrease of nutrient quality and the freshness of milk while the package still closed although it doesn’t put in refrigerator. MiLcO with the multi row packaging light-tight and air that can protect the quality of the milk. We suggest you to drink MHT milk that has many calcium minimal 2 glasses every day. To complete family needs 15 vitamins and 10 mineral.
MiLcO provides vitamin A prevents eye problems, promotes a healthy immune system, is essential for the growth and development of cells, and keeps skin healthy; vitamin D because it helps the body absorb bone-building calcium; vitamin E is an antioxidant and helps protect cells from damage. It is also important for the health of red blood cells; vitamin B1 (Thiamin) it helps the body convert carbohydrates into energy and is necessary for the heart, muscles, and nervous system to function properly; vitamin B6 is important for normal brain and nerve function. It also helps the body break down proteins and make red blood cells; and vitamin B12 helps to make red blood cells, and is important for nerve cell function.



Objective
To create awareness of MiLcO in target publics’ consumers by 25% by the end of March 2009.

Public
Our target publics’ consumers are male and female of between 5-25 years old. They are can for students and employees that have a busy day in urban area. Because our MiLcO is quite expensive that why our social grades are B and C1.
We will launch MiLcO in “Taman Anggrek Mall.” The first important thing is we are going to invite Dr. Siti Fadilah, S.P. as The Minister of Health, mothers and their children in many schools in Jakarta like IPEKA, Pelita Harapan School, Tarakanita School, and Pelangi Kasih School. We will give the invitation to the children in order to the children can persuade their parents. Not only that, for those who didn’t get the invitation can also taste MiLcO milk that we have prepared in many flavors like vanilla, strawberry, and chocolate.


Media
We will promote our product (MiLcO) in KOMPAS of newspaper because kompas is well known than other and has many readers. The address of kompas is Jl. Palmerah Selatan 26-28, Jakarta 10270. Telephone number: (021) 5347730.
Second, we choose FEMINA of magazine. And also femina is easier to but in anywhere. Since the majority of the readers of this femina magazine are housewives. These readers could think that our product is the best milk for their kids. The address of femina is Jl. HR Rajuna Blok B Kav.32-33, Jakarta 12910. Telephone number: (021) 5253816, 5209370, 5266666. Fax: (021) 5209366, 5262131. Email: Redaksi@FeminaGroup.com. Contact Person by Erlinda L. Gutami. Ext. 3285.
Third, we choose TRANS TV of channel television. And the program is CERIWIS. Be sides this program is well known, and this program is starting at 12.30 p.m. until 13.30 p.m. And it is a time to break either in the office and house. We want all of father and mother can see it and they know about our product. Trans TV be in Gedung Trans TV lt.3. The address is Jl. Kapten Tendean Kav.12-14A, South Jakarta 12790. Telephone number: (021) 7917700, ext. 4026. Fax: (021) 79184558. Contact Person by Dicky Kurniawan. Cell phone: +628174964705.
Forth, the radio is 101.4 trax fm. We choose this station because many people know and listen trax fm. Trax fm be in Jl. M.H. Thamrin 11 Jakarta 10350, Sarinah Building 8th floor. Telp: 021- 3144760 / 021 – 3908471, fax: 021 – 3908472 / 021 – 3144761. Web: www.traxonsky.com.
Budget

No. Explanation Debit Credit
1. Budget Rp. 500.000.000,-
2. Launching in Taman Anggrek Mall Rp. 250.000.000,-
3. Pay Dr. Siti Fadilah Rp. 15.000.000,-
4. Pay Indra Bekti Rp. 15.000.000,-
5. Trans Tv 1slot(30”) Rp.10.000.000,- 1 week 3x for 1 month = 12xRp.10.000.000
Rp. 120.000.000,-
6. Kompas size( 3x100mmk ) every Monday for 1month @ Rp. 5.400.000*4
Rp. 21.000.000,-
7. Trax FM Radio 1slot (30”) Rp. 245.000,- everyday for 1 month=Rp.245.000x30
Rp. 7.350.000,-
8. Femina1pageRp.30.500.000 dis25% Rp. 22.875.000,-
9. Press Kit for 1.500 people, @goody bag Rp.5.000 = 1.500x5000
Rp. 7.500.000,-
10. Goody Bag for 2.500 people, @press kit Rp.8.000,-
Rp. 20.000.000,-
Debit Total Rp. 500.000.000,-
Credit Total Rp. 487.725.000,-
Balance Rp. 21.275.000,-

Program Information
• Title of Events : MiLcO is Your Milk
• Place : Taman Anggrek Mall
• Date : 20th July 2008
• Time : 13.00 – 22.00
• Reasons : We choose this title “MiLcO is Your Milk” because we would like to show to the public that MiLcO can be consuming for anyone at all. Our event will be present in Taman Anggrek Mall on Sunday, 20th July 2008, because according to us many families will come to Taman Anggrek Mall, and the families that come are appropriate with our target audience (B1 and C1). And the children have already finished their school holiday, this is to prevent the children and the family goes abroad.