Doodh Badla, Mood Badla

Nestlé Milkmaid is a globally known and a billion dollar brand from Nestlé. This ‘Partly Skimmed Sweetened Condensed Milk’ is available in India ever since the company first started importing products in India long back in 1910s. The product is mainly to be used as an ingredient for desserts. The target segment for the brand is Indian home maker who prepares food and desserts at home. Now that the product is well established in the market over the years, Nestlé intends to build an even closer relationship with its customers. An important and innovative initiative to that end is the launch of ‘Nestlé Kitchen’ – a well designed and interactive website to build intimate relationship with the consumers by providing cooking tips, recipes, building communities around the brand. An even more innovative and relevant step has been the efforts to make this offering available on the mobile phone. Recently an extension of the brand has been done by launching Fruit Yoghurts and FUNSHAKES – a range of flavored milk shakes.

The MILKMAID Fruit Yoghurts is similar to NESVITA Fruit Yoghurt with its low fat and ‘taste + health’ based positioning. The difference is that it does not have the benefit of Probiotics and don’t focus of improved digestion and instead positioned as ‘perfect for that indulgent moment providing the healthy sweetness’.

NESTLÉ MILKMAID FUNSHAKES is targeted to the kids and positioned as ‘tasty flavored milk’. Consequently the ads show that children who were not willing to drink milk earlier are now happy to drink MILKMAID FUNSHAKES. The focuses on product attribute of protein and calcium content as well as emotional attribute of happiness. The tagline of the ad is: ‘Doodh Badla, Mood Badla’.

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About Dr. Angshu

Dr. Angshu is the founder and owner of TNMG: The Next Marketing Guru. He is a PhD and MBA in Marketing from XLRI Jamshedpur. Currently he is leading large scale marketing, research & analytics projects as part of Strategy & Insights team at Star India, India’s no. 1 Media & Entertainment company. In his last job, he was heading Consumer Insights function for Spice Group. Earlier he has worked for Wipro Technologies and managed IT projects for marketing division of a Fortune 100 company. Dr. Angshu is a Visiting Professor at XLRI and IMT Ghaziabad. He has published multiple research papers on marketing, social media and luxury consumption. Recently he has published a book titled “Influence 2.0: How Social Media WOM Influences You" published by reputed international publishing house Lambert Publishing. Other than work and academics, he is a social media addict, big foodie and amateur pianist. You can contact him by: Gmail | Facebook | LinkedIn

One thought on “Doodh Badla, Mood Badla

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