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’.