Branding Design and Management

DSN 2153

Branding Breakfast MILO Campaign

Prepared by

Peter Wong Yew Min

DGD4-10/15-00022

Prepared to

Miss Haryati binti Mahmod

Date Submit :

Table of content

Chapter 1 : Introduction to breakfast Milo campaign Branding 1

1.0 Introduction to breakfast Milo campaign 1

1.1 Rebranding 2

1.2 SWOT Analysis 2

1.3 Target Market 3

1.4 Marketing Mix (4Ps) 4-13

1.5 Brand Promotion 13-17

Chapter 2 : Literature Review 18

2.0 Branding Breakfast Milo Campaign 18-20

2.1 Competitor of Milo 21

Chapter 3 : Methodology 22

3.0 Methodology 22

3.1 Research Method 22-23

3.2 Design Method 24

Chapter 4 : Final outcome 25

4.1 Mood board 25

4.2 Logo 26-34

4.3 Television Comercial 35-36

4.4 Print Media Advertising 37-38

4.5 CD Design 39-40

Chapter 5 : Conclusion 41

5.0 Conclusion 41

Chapter 1 : Introduction to branding breakfast Milo campaign

1

1.0 Introduction

Breakfast can be defined as the first meal of the day, which is usually taken early in the

morning before we start our daily routines. Human body is like a car whereby it needs the right fuel,

add extras like quality protein sources, antioxidants, healthy fats, in order to keep high-performance

car engine going strong. Healthy breakfasts are significantly important in order to produce optimum

performance.

This proposal is to branding a breakfast campaign using Milo product. Milo is a good product

for breakfast. Milo is a milk beverage with chocolate and malt, produced by Nestlé and originating

from Australia. It was developed by Thomas Mayne in 1934. Milo is also manufactured in other

countries, including Singapore, Malaysia, China, Thailand, Indonesia, Philippines, Vietnam, New

Zealand, Hong Kong, India, Japan, Jamaica, Trinidad & Tobago, Chile, Colombia, Peru, Nigeria,

Kenya, Ghana, Papua New Guinea, South Africa, Sri Lanka, Syria and Taiwan. The name derives

from the famous Greek athlete Milo of Crotona, after his legendary strength.

Figure 1 : Milo

2

1.1 Branding

This report is about branding club for breakfast Milo campaign. Branding make nothing into visual and

written communication. Branding make a thing can be seen by ourselves and can be share to others.

Brand is not a logo, corporate identity, advertising and identity. Branding create a brand confidence,

passion, belonging, action, belonging, security and a set of unique values. In 17-century, branding

was use on the cattle, for knowing the belonging. Later, branding is using on wooden case for

knowing the source of wine. Brand make a guarantee of source and quality.

1.2 SWOT Analysis

Strength

Milo only focus on chocolate energy drink and it

is a unique selling point. It is available in different

type, shapes and sizes. Milo is worldwide, sell in

other countries too. Big sales and

promotion/advertising done in Malaysia and also

other countries.

Weakness

Milo only has one flavour. Same packaging,

design of tin and labelling never has been change

before.

Threat

Milo has a lot of similar product competitors, for

example Vico, Horlicks, Ovaltine and etc. Some

are well known successful brand too. Competitors

have diversity in packaging such like bottles,

cans, pouches and more. They could increase

promotion or cut prices to aggressive marketing

tactics.

Opportunity

Milo increases awareness of health because Milo

is an energy drink. Milo also increased fitness

industry and media available such as mobiles or

Internet. Milo also gives sponsorship through

some sporting events.

Table 1 : Swot analysis

3

1.3 Target Market

1.3.1 Target Age:

Milo can be easily target by various age group. Milo targeted to growing state people which is

children and youth. The target age is around 3 to 25 years old. It is because Milo contents

additional nutritional such as vitamins and minerals which is important to growth state people.

1.3.2 Sex:

Women is higher rate customer than men. Women usually shop for their family. Especially when

these women become a parent or a mother. They will buy Milo to their children when they know Milo

is good to their children. Sometime, they buy Milo is because they know their children like Milo.

1.3.3 Location:

Malaysia is the world’s largest consumers of Milo. Most Malaysian like the Milo because it is cheap in

Malaysia. Milo create many event in Malaysia, its make this product become well know. Beside event,

Milo do advertising and sponsor in Malaysia, such as school sport event for a free Milo drink. It attract

many children become Milo lover.

1.3.4 Profession

Health conscious people and sport lover would buy Milo. This is because Milo has lots of nutrient and

gave energy. Nestle target people in the higher income groups. People with blue collar jobs can be

targeted by telling them that the Milo will help them in their daily routine. Life cycle stage can also be

important because families with younger kids will want to buy Milo.

1.3.5 Psychographic

Social class and life style

People belonging to the higher social classes tend to spend more on luxuries as compared to people

in the lower classes. Such people can be easily targeted as they are very health conscious. Nestle

can urge these people to buy Milo which is rich in nutrition.

Personality

People who are outdoorsy and are involved in sports can also be targeted by tagging the brand with

some sport celebrity.

4

1.4 Marketing Mix (4Ps)

Marketing is simplistically defined as ‘putting the right product in the right place, at the right price, at

the right time.' If one element is out off the mark, a promising product or service can fail completely

and end up costing the company substantially. The use of a marketing mix is an excellent way to help

ensure that ‘putting the right product in the right place, at the right price, at the right time.' will happen.

The marketing mix is a crucial tool to help understand what the product or service can offer and how

to plan for a successful product offering. The marketing mix is most commonly executed through the 4

P’s of marketing: Price, Product, Promotion, and Place. Through the use of this tool, to attempt and

satisfy both the customer and the seller. When properly understood and utilized, this marketing mix

will proven to a key factor in a product’s success.

5

1.4.1 Product

Nestle seeks to earn consumers’ confidence and preference and to follow and anticipate consumer

trends, creating and responding to demand for its products. Therefore Nestle is driven by an acute

sense of performance, adhering to and favouring the rules of free competition within a clear legal

framework. Milo is a brilliant example of where as the superior quality, patented technology and

basically selling directly to consumers and this whole business is growing rapidly. Milo has been

around for decades, and it is one of Malaysian favourite chocolate malt drink to everyone. Malaysia

also is the world’s largest consumers of Milo.

Milo is a very well known product and Milo also has variety of product items under the same brand

which is Milo. These are the type of Milo that Nestle have been produce.

The original Milo : The original Milo contain nutritional icon on each pack reinforces the nutritional

properties that consumer can get from every cup of nutritious and great-tasting Milo.

Figure 2 : Original Milo

Milo Fuze : Milo Fuze comes in three variants and is the easy tasty way to enjoy nutritious Milo with

Actigen-E and other nutritious ingredients. It is vary by 3 types which is cereals for hunger pangs,

3in1 for consumer convenience and better taste, and last one is high calcium for stronger bones.

Figure 3 : Mio Fuze

6

Milo Drink : Milo UHT packs, the ready-to-drink format of Malaysia’s best-known nutritious chocolate

malt beverage is nutritious and healthier in a new attractive design. It contains all the nutritional

benefits of Milo such as ACTIGEN-E and PROTOMALT in a convenient pack.

Figure 4 : Milo Drink

Milo Wafer bar : Milo Wafer bar made with layers of crispy wafer and sprinkled with Milo kibbles on

top. It contains ACTIGEN-E and it has 3.6% of our daily energy needs (based on 2000 Kcal). It will

also tantalize children senses.

Figure 5 : Milo wafer bar

7

1.4.2 Price

Price strategy is a basic, long-term pricing framework, which establishes the initial price for a product

and the intended direction for price movements over the product life cycle. It consists of 3 type of

pricing strategy which is Price skimming, Penetration pricing and Status quo pricing. Nestle Malaysia

currently practicing penetration pricing to market Milo which is a way where Nestle charges a

relatively low price for a product (Milo) initially as a way to reach the mass market.

Marketers have 2 choices whether to use profit oriented profit maximization or satisfactory pricing.

The marketers need to have an understanding of trends and changes in the market place to set a

goal. If Nestle Milo have decide to go for profit maximization objective, they must be able to afford

large sum of investment. It is easy to follow competitors pricing but they may not have the best

considering cost, demand and changes in Product Life Cycle. So they have to require a careful

analysis before setting the price.

After the pricing goals have been established, Nestle Milo have to estimate demand, costs and profit.

It is important for Nestle Milo to know the corresponding cost for each product price. So they need to

estimate the profit that they will earn, determine level of price and how much market share they will

get.

When Nestle Milo has decided the product price, they will choose a good pricing strategy that will give

them direction of price movements over the Product Life Cycle. Nestle Milo are aware about higher

price. If they set higher price, they have to produce a good quality of Milo. Besides that, the

competitors also will influence the pricing strategy. For example, if Nestle Milo introduces a new

product that same with competitors, the price will be restricted and close to the price of competitors.

Unless, Nestle Milo can differentiate and convince consumers, they can set the higher price for the

product.

Setting the right price

Low $

High $

8

1.4.3 Place

Place relates to decisions about the storing and transporting of products, and also about selecting the

products channel of distribution. These decisions are critical to the success of an organization.

Effective inventory management drives down costs and enhances product quality. Choosing the right

distribution channel (sell through middleman firms or sell directly to the end-user) Direct energy cost

pressures have eased in recent months. The major distribution channel include with geographically

consideration with the manufacturing place situated.

Nestlé (Malaysia) Berhad

Nestlé House, 4 Lorong Persiaran Barat,

46200 Petaling Jaya,

Selangor

Tel : 03-7965 6000

Fax : 03-7965 6767

National Distribution Centre

Lot 1, Persiaran Waja

Kawasan Perindustrian Bukit Raja,

41050 Klang, Selangor

Tel : 03-33447850

Fax : 03-33436171

PENINSULAR MALAYSIA

Kuala Lumpur Branch

Nestlé Products Sdn Bhd

Lot 14, Jalan Delima 1/1

Subang Hi-Tech Industrial Park,

Batu Tiga40000 Shah Alam,

Selangor

Tel : 03-56297000

Fax : 03-56297154

Penang Branch

Nestlé Products Sdn Bhd

Tingkat 12, Wisma TNB

No. 30, Jalan Anson,

10400 Pulau Pinang

Tel : 04-2381700

Fax : 04-2381898

Johor Bahru Branch

Nestlé Products Sdn Bhd

4th & 5th Floors, Bangunan

Petronas,

Bandar Baru UDA,Jalan

Skudai

81200 Johor Bahru, Johor

Tel : 07-2334500

Fax : 07-2334600/2334670

Kuantan Branch

Nestlé Products Sdn Bhd

No. 23, Jalan Gambut 2

P.O. Box 162,

25720 Kuantan,Pahang

Tel : 09-5118600

Fax : 09-5118798/5118799

9

EAST MALAYSIA

Miri Area Sales Office

Nestlé Products Sdn Bhd

Lot 1894, Block 4

Miri Concession Land District,

Piasau Industrial Estate

Jalan Dtk Patinggi Hj Abd

Rahman Yakub

98000 Miri, Sarawak

Tel : 085-653054 / 663415

Fax : 085-661648

Tawau Area Sales Office

Nestlé Products Sdn Bhd

4th Floor, Man Tong Shing

BuildingTB 20,

Jalan Dunlop, Tawau, Sabah

Tel : 089-776365

Fax : 089-753211

Sabah Branch

Nestlé Products Sdn Bhd

Level 4 (3rd Floor) Wisma

202018

Jalan Belia 88100 Kota

Kinabalu, Sabah

Tel : 088-243030

Fax : 088-237498

Sandakan Area Sales Office

Nestlé Products Sdn Bhd

c/o Harrisons Trading (S) Sdn

Bhd

2nd Floor, 20 Jalan Tiga

90000 Sandakan, Sabah

Tel : 089-223201

Fax : 089-225498

Sarawak Branch

Nestlé Products Sdn Bhd

Menara MAA, Level 7

Jalan Ban Hock / Central Timur,

93100 Kuching, Sarawak

Tel : 082-235918

Fax : 082-417066

Sibu Area Sales Office

Nestlé Products Sdn Bhd

Lot 480, Jalan Then Kung Suk,

Upper Lanang,

P.O. Box 1319

96008 Sibu, Sarawak

Tel : 084-214672 / 213064

Fax : 084-214727

10

1.4.4 Promotion

Few good or services, no matter how well developed, priced or distributed, cannot survive in the

marketplace without effective promotion which is a communication by marketers that informs,

persuades and reminds potential buyers of a product in order to influence their opinion.

Promotional strategy is a plan of optimal use of the elements of promotions that is used by Nestle to

promote Milo. The main function of Nestle promotional strategy is to convince target customers that

their goods and services offered provide a differential advantage over the competition. A differential

advantage is a set of unique features of a company and its product that are perceived by the target

market as significant and superior to the competition. Such features can include high product quality,

low prices, excellent service or a feature not offered by other competitor.

Graph 1 : Effect of Advertising Response

Type of Advertising Media used by Nestle

-Television

Nestle applied this source for Milo product, which in the commercial break is about a boy or a girl that

are more energetic in their daily live if after they consume Milo. Also shown in the commercial break is

the boy’s parent provide Milo for their children. This strategy is to attract the consumers especially

children and parents to buy this product.

11

-Outdoor media

Nestle Milo is well known for their commitment and sponsorship efforts for any sport events in

Malaysia especially for any primary and secondary school. Milo sponsors almost all type of sport

event and Nestle also collaborate with Ministry of Sports and Youth in order to organize national and

international sport event. They normally open a booth in every event they sponsored and giving out

free Milo drinks.

-Internet

Nestle have their own website which is www.nestle.com and there are more than 100 countries are

registered under this website. Nestle also have their own website for each countries that is under

Nestle including North Korea and Israel. It is established so that consumer can easily find information

about their particular product and also as a medium for consumer to leave their suggestion in order

for Nestle to improve their product.

-Printed Media

Printed media includes newspapers, magazines as well as posters. Nestle normally promotes Milo in

children’s magazine since they are the main target market for the product and Nestle also sponsor

sport column in the newspapers. The advertising normally sports public figures such as Datuk Nicol

Ann David in order to attract sportsmen and children who are involves in sports. Posters are usually

distributed to all wholesaler and retailers who are selling Milo which can help people to recognize the

places that do sell Milo.

12

-Free Gift

-Free Raya Cards for any 6 cans purchase

If the customer buy 6 cans of Milo, they will get 3 special edition Raya cards with different design and

this promotion valid on the period that have been stated.

Figure 6 : Milo card promotion

-Buy MILO 400g free 50g

This promotion is for customer that likes to save their money. This is because Milo’s have make a

promotion which is they will get free 50gm with every purchased of Milo 400gm pack.

Figure 7 : Free Milo promotion

13

-Buy Milo 1 Kg free 1 Juara Cup

This is the second example on how Milo’s promote their product. If the customers buy 1 KG pack of

Milo, they will get 1 Juara Cup. This kind of promotion will attract all the kids and even the adult to buy

it.

Figure 8 : Milo Free Cup promotion

-FREE 1 MILO sporty tumbler with every purchase of MILO 1kg pack.

This promotion will attract sporty person to buy it. This is because the tumbler is easy to carry

everywhere and it is very fit to sporty person that have to move a lot.

Figure 9 : Free Milo tumbler promotion

14

1.5 Brand promotion

Brand means a mark (symbol or sign) or design or some combination of these used to identify the

products of one seller and to differentiate them from competitive products. A registered brand is

known as trade mark. Brand promotion is that element of marketing mix which is designed to inform,

remind, persuade and influence the customers so that they purchase the brands of the advertiser

company. Brand promotion is applied and persuasive communication used for informing and

reminding the customers of the company's brands.

15

1.5.1 Previous and Current Design

Previous Event

One of the previous breakfast event held by Milo is Milo Malaysia Breakfast Day Run 2013. The Milo

Breakfast Run is one of Milo's initiatives to support participants who want to live a healthy lifestyle.

Milo give away 20,000 free breakfast packs in this event. Milo lead a record-breaking attempt in the

Guinness World Book of Records with the "most chocolate malt beverages consumed in a single

breakfast sitting" in this event.

Figure 10 : Milo Malaysia Breakfast Day Run Logo

Current Event

In this year 2016, Milo held the event "Milo Malaysia Breakfast Day 2016". Milo Malaysia Breakfast

Day 2016 kicked off in Melaka on the 27th March, followed by Kuantan on the 10th April, Kota

Kinabalu will be on the 17th April, Johor Bhary on the 23rd April, Penang on the 15th May, Kuching on

the 22nd May and finally Putrajaya on the 29th May! The purpose is to encourage people to have

breakfast, especially families with children. According to the research of the My Breakfast Study and

member of the Nutrition Society of Malaysia, noted that 1 in 4 Malaysian children skipped breakfast at

least 3 times a week and that was indeed a worrying factor. The My Breakfast Study is Malaysia's first

comprehensive nationwide study on breakfast habits that involved a total of 8,705 school children.

Figure 11 : Malaysia Breakfast Day 2016 Logo

16

1.5.2 Competitors of Milo

Vico, Horlicks, and Ovaltine is competitors product to Milo. It is because Vico, Horlicks, and Ovaltine

is also a malted drink. All these product were also well-know product in Malaysia.

Figure 12 : Vico

Figure 13 v Horlicks

Figure 14 : Ovaltine

17

1.5.3 Other Creative Design

Other creative design shelf talk. Shelf talk can be one of the creative ways to create awareness

campaign. The shelf talk show on figure 15 is pepsi, coca-cola and john walker brand shelf talk.

Figure 15 : various shelf talk design

Chapter 2 : Literature Review

18

2.0 Literature

Breakfast can be defined as the first meal of the day, which is usually taken early in the

morning before we start our daily routines. Human body is like a car whereby it needs the right fuel,

add extras like quality protein sources, antioxidants, healthy fats, in order to keep high-performance

car engine going strong. Healthy breakfasts are significantly important in order to produce optimum

performance.

Milo is a milk beverage with chocolate and malt, produced by Nestlé and originating from

Australia. It was developed by Thomas Mayne in 1934. Milo is also manufactured in other countries,

including Singapore, Malaysia, China, Thailand, Indonesia, Philippines, Vietnam, New Zealand, Hong

Kong, India, Japan, Jamaica, Trinidad & Tobago, Chile, Colombia, Peru, Nigeria, Kenya, Ghana,

Papua New Guinea, South Africa, Sri Lanka, Syria and Taiwan. Milo name derives from the famous

Greek athlete Milo of Crotona, after his legendary strength. Milo is well-know product in Malaysia. Milo

is made from malt barley which can provide energy. Milo contain calcium, protein, iron, vitamin B6

and vitamin B12, it is balance nutritional breakfast for everyone specially for children to growth.

Milo is added to hot or cold milk to give it a malt chocolate flavour and extra texture. When

combined with cold milk, it retains the gritty texture of its raw state. Milo can be stirred into steamed

milk or hot water to create something similar to hot chocolate or cocoa. Sugar can be added to the

Milo beverage, but many people enjoy it without the addition of sweeteners, appreciating it for its

subtle chocolate flavour. Another possible use is making a normal cup of cold Milo and microwaving it

for approximately 40–60 seconds. This gives the Milo drink a biscuit cover on top. Another popular

use is to sprinkle it on ice cream, especially vanilla ice cream. Milo can also be sprinkled on breakfast

cereals. Milo is often the favoured beverage for the Tim Tam Slam.

This report is to create an awareness to the important of breakfast. Public awareness

campaign is the good way to make awareness. Campaign is a series of coordinated activities, such as

public speaking and demonstrating, designed to achieve a social, political, or commercial goal.

Awareness can be define as knowledge or perception of a situation or fact. Public awareness

campaign has been defined as “a comprehensive effort that includes multiple components

(messaging, grassroots outreach, media relations, government affairs, budget, etc.) to help reach a

specific goal” (Bouder, 2013, Public Awareness Campaign section, para. 1). Usually, a campaign

strives to raise awareness about a key issue and induce a desired positive behavioural change

(Coffman, 2002). Public awareness campaign span a wide range of topics from smoking cessation to

environmental issues to domestic violence. The scale and scope of public awareness campaign are

usually determined by the desired behaviour change.

Milo had held some campaign about the breakfast. In 2014, Milo had carry out a campaign

that about the importance of breakfast. The aim of the campaign was to raise the awareness and

reinforce breakfast as the most important meal for the day, and encourage the adoption of healthy

19

and active lifestyles for everyone. The campaign held at Dataran Putrajaya was one of the major

highlights campaign of Malaysia Breakfast Day, where Malaysians were encouraged to come together

as a family to enjoy breakfast and participate in physical activities. The event was a resounding

success with approximately 20,000 people attending, of which 8,169 participated in the concurrent

Malaysia Breakfast Day Run.

Another breakfast campaign is call the Milo Breakfast Squad also known as the Positive

Energy Squad. Comprising two groups of cyclists, the Breakfast Squad targeted offices; public

transport and LRT stations; and coffee shops and Mamak outlets to spread health messages and

remind Malaysians to have breakfast. In total, they reached out of 50,000 Malaysians join at 108

locations in the Klang Valley.

Beside breakfast campaign, Milo always has involved in various sports, football has been one

of the more popular activities among schoolchildren. The Milo Hidup Bola annual futsal tournament

was once again a milestone event in 2014 with hundreds of youth teams in the under-12 and under-

16 categories participating over 14 legs at State level, competing for a place in the Grand Finals,

which was held on June 22 in Kuala Lumpur. Coaching clinics were also held at selected locations to

give parents with children under the age of 10 the opportunity to learn more about how to get their

kids on the right track with sports and nutrition. In this year 2016, a new open category for both male

and female players aged 18 years and above was introduced, which included a talent scouting

system to select the top 24 performing players from the top twelve final teams during the Grand Finals.

These 24 players were then sent to the selection camp for further evaluation where subsequently, 12

best players were selected and sent to Chonburi, Bangkok for training and exposure with the

Chonburi Blue Wave Futsal Team, who were the 2013 AFC Futsal Club Champions and 2014 runner-

up.

Milo always use public service advertising to advertise their product. Public service

advertising is a message in the public interest disseminated by the media without charge. Public

service advertising always for the objective of raising awareness, changing public attitudes and

behaviour towards a social issue. Milo is well known for their commitment and sponsorship efforts for

any sport events in Malaysia especially for any primary and secondary school. Milo sponsors almost

all type of sport event and Nestle also collaborate with Ministry of Sports and Youth in order to

organize national and international sport event. They normally open a booth in every event they

sponsored and giving out free Milo drinks.

Guerrilla advertising is also usually used to promote Milo. Guerrilla marketing is the act of

executing an unusual or unexpected marketing activity in a common, everyday place in order to

generate a buzz for products or services. The main point of guerrilla marketing is to promote the

brand or product name in front of as many people as possible in an unexpected way. Guerrilla

marketing is usually a low or no-cost form of marketing that can reap substantial profits if

implemented correctly. Television, internet and print media advertising is used by Milo. Print media

advertising,

20

such as banner, poster and shelf talk is used by Milo. Moreover, Milo promote the product through

free gift, buy one free one promotion is one of the good example.

To make the awareness to the important of breakfast, a campaign of awareness about the

important of breakfast will be create. While the breakfast is important to everyone especially for those

who are in growing state, the target of the campaign will be the school, university and public area.

Public awareness campaign would best way to make awareness. To having a public awareness

campaign, a club will be branding or create.

Branding is to make nothing into visual and written communication. Branding make a thing

can be seen by ourselves and can be share to others. Brand is not a logo, corporate identity,

advertising and identity. Branding create a brand confidence, passion, belonging, action, belonging,

security and a set of unique values. In 17-century, branding was use on the cattle, for knowing the

belonging. Later, branding is using on wooden case for knowing the source of wine. Brand make a

guarantee of source and quality.

21

2.1 Competitor of Milo

2.1.1 Horlick

Horlicks is a malted milk hot drink developed by founders James and William Horlick. It is now

marketed and manufactured by GlaxoSmithKline (Consumer Healthcare) in the United Kingdom,

South Africa, New Zealand, Hong Kong, Bangladesh, Pakistan, India, and Jamaica.

Horlicks was invented by two British-born men, William Horlick (1846-1936) and his brother James

(1844-1921) from Gloucestershire, England. James was a chemist, working for a company that made

dried baby food. William, the younger brother, had emigrated to America in 1869 and James decided

to join him in Chicago in 1873. That same year, they started their own company (J&W Horlicks) to

make a malted milk drink. They called their product 'Diastoid' and their advertising slogan read:

'Horlick's Infant and Invalids Food'.

Horlick's origins as a health food for infants and invalids. However Horlick found an unexpected

markets which is because an explorers appreciated its lightweight, non-perishable, nourishing

qualities, and took malted milk on treks worldwide. William Horlick became a patron of Antarctic

exploration, and Admiral Richard E. Byrd named a mountain range in Antarctica after him. Back in the

US, people began drinking Horlick's new beverage for enjoyment. James Horlick returned to England

to import his American-made product back home and was eventually made a baronet. 'Horlick' is

come from name of the Horlick brothers.

2.1.2 Ovaltine

Ovaltine is a brand of milk flavouring product made with malt extract (except in the blue packaging in

the United States), sugar (except in Switzerland), and whey. Some flavours also have cocoa. Ovaltine

was developed in Bern, Switzerland, where it is known by its original name, Ovomaltine (from ovum,

Latin for "egg," and malt, which were originally its main ingredients). Ovomaltine was exported to

Britain in 1909; a misspelling of the name on the trademark registration application[citation needed]

led to the name being shortened to Ovaltine in English-speaking markets. A factory was built in Kings

Langley, which exported it to the United States as well. By 1915, Ovaltine was being manufactured in

Villa Park, Illinois, for the U.S. market. Ovaltine was later manufactured in Peterborough, Ontario for

distribution in Canada.

2.1.3 Vico

Vi-Co was a brand of chocolate milk manufactured by the company Dairy Producers. When Dairy

Producers were bought out by Dairyland in 1995, the Vi-Co line was abolished. It was available

in Saskatchewan, Canada, a few parts of Manitoba and Quebec. Laiterie Royala in Beauce, Quebec

still uses the name Vico for one of their chocolate milk products.

The term 'Vi-Co' is still occasionally used today in Saskatchewan and Quebec as a slang term for any

chocolate milk. It is a notable regional attribute for both provinces and is frequently cited as a defining

feature of Saskatchewan's folk history.

Chapter 3 : Methodology

22

3.0 Methodology

Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It

comprises the theoretical analysis of the body of methods and principles associated with a branch of

knowledge.

3.1 Research Method

Research Method is process used to collect information and data for the purpose of making analysis.

Research Method may include publication research, interviews, surveys and other research

techniques, and could include both present and historical information. The analysis in this report is

using through the visual analysis. The visual analysis compare the brand design to the other. There

are several brand that are being compared in order to come with new idea that different from the

existing product or market. This visual analysis are made for improvise the brand and to expand profit

of the brand.

Logo and Pattern Analysis

Brand Typography Colour Tagline

-Sans-Serif

-Helvetica Rounded

-Bold

-Double layer

-Italic

Milo logo make attention,

attraction and easy to

remember this product.

Brown, White, Gold,

Green

Green colour with

Milo logo become

trademark colour of

Milo

"Go and go and go with

Milo"

"Milo, good for you~"

-Serif

-Bold

Bigger size of V pull the

attraction and simple design

make people easy to know

it.

Yellow, Brown, Red

Yellow colour with

Vico logo become

trademark colour of

Vico

"Goodness in every

gulp!"

23

-Sans-Serif

-Bold

-Stroke

-Italic

Bold font with stroke drag

the customer attention.

White, Blue, Orange

Blue is the trademark

colour of Horlicks

"Taller, Stronger,

Sharper."

-Sans-Serif

-Italic

-Underline

Underline make the

Ovaltine become focus

point.

Brown, Orange,

White

Orange and White

become trademark

colour of Ovaltine

"For delicious 'Ovaltine'

your daily beverage."

"More Ovaltine,

Please!"

"tastes great, great for

you"

Table 2 : Analysis of Logo and Pattern

Figure 16 : analysis the Milo product

24

3.2 Design Method

The Design Method for this methodology is ADDIE model. The ADDIE model is the generic process

traditionally used by instructional designers and training developers. ADDIE is Analysis, Design,

Development, Implementation, and Evaluation. It represent a dynamic, flexible guideline for building

effective training and performance support tools.

3.2.1 Analysis

To make the awareness to the important of breakfast, a campaign of awareness about the important

of breakfast will be create. While the breakfast is important to everyone especially for those who are

in growing state, the target of the campaign will be the school, university and public area. Public

awareness campaign would best way to make awareness. To having a public awareness campaign, a

club will be branding or create. An visual analysis will be started in this state, the analysis collect the

data and compared in order to come out a better thing.

3.2.2 Design

To branding the club for the breakfast awareness campaign, a Logo will be designed. A mood board

will be create to know about the design concept. An advertising such as print media and television

commercial for the campaign will be design to promote this campaign. Multimedia advertising such as

website will also been design.

3.2.3 Development

Software such as Abode Illustrator, Photoshop, After effects, Dreamweaver and other adobe software

will be use to develop the design process.

3.2.4 Implementation

Firstly, a corporate identity such as the club Logo for the breakfast awareness campaign will be

created. Secondly, the advertising design will be started after the corporate identity finish. The print

media such as poster, banner, product packaging and billboard is the advertising design. Thirdly, the

multimedia such as website will be created. The website will put all the.

3.2.5 Evaluation

All the work and design will be checked before promote the design.

Chapter 4 : Final outcome

25

4.1 Moodboard

Figure 17 : Moodboard

26

4.2 Logo

4.2.1 Logo 6 Draft

Figure 18 : Logo 6 Draft

27

4.2.2 Logo with grid and without grid

Figure 19 : 1st Logo Draft

Figure 20 : 2nd Logo Draft

28

Figure 21 : 3rd Logo Draft

FIgure 22 : 4th Logo Draft

29

Figure 23 : 5th Logo Draft

Figure 24 : 6th Logo Draft

30

4.2.3 Final Logo choosing

Figure 25 : Final Choosen Logo

4.2.4 Logo evolution

Figure 26 : Logo Evolution

Final Choosing Logo

Logo Evolution

31

4.2.5 Colour Experience

Figure 27 : Logo Colour Experience

4.2.6 Logo Colour

Figure 28 : Logo Colour

Logo Colour Experience

Logo Colour

C=50, M=0, Y=100, K=0

C=0, M=0, Y=100, K=0

C=0, M=30, Y=100, K=0

C=0, M=0, Y=0, K=30

C=0, M=0, Y=0, K=10

C=0, M=0, Y=0, K=25

32

4.2.7 Logo Colour

Figure 29 : Different background

4.2.8 Logo Black and White

Figure 30 : Black and White

Logo Colour

Logo with

Black BackgroundLogo with

Various Colour

Background

Logo Black and White

White Version Logo Black Version Logo

33

4.2.9 Final Logo

Figure 31 : Final Logo

4.2.10 Logo Identity

Figure 32 : Identity

Final Logo

Logo Identity

The combination of the rooster wing and the

morning Sun. It represent Morning. Yellow is

the color of sunshine. It's associated with joy,

happiness, intellect, and energy.

1

The head of rooster. It represent Morning

meal or breakfast. Green is the color of

nature. It symbolizes growth, harmony,

freshness.

2

The triangle enhance the outlook of the

rooster wing into morning sun. Orange com-

bines the energy of red and the happiness of

yellow. It is associated with joy, sunshine,

happiness, creativity, determination, attrac-

tion, success, encouragement, and stimula-

tion.

3

34

4.2.11 Logo design Significant

Figure 33 : Logo Significant

35

4.3 Television Comercial

4.3.1 Storyboard (sketch)

Figure 34 : Storyboard Sketch

36

4.3.2 Storyboard on screen

Figure 35 : On Screen Motion Graphic

37

4.4 Print Media Advertising

Poster Mockup

38

Table 3 : 7 Poster and Mockup

39

4.5 CD Design

Figure 36 : CD Cover

40

Figure 37 : CD Design

Chapter 5 : Conclusion

41

5.0 Conclusion

Breakfast is important to our health. But many people is skiping breakfast. Skipping Breakfast will

effect the our health problem. The good way to let know the important of breakfast is to make

awareness campaign. Hope through the awareness campaigns would decrease the skiping breakfast

problem