Created by Sugard Company in 1901, Milka has been manufactured by Mondelez International since 2012. A combining of Milch and Kakao, German terms for milk and cocoa. The chocolate is produced around the world but mainly in Western Europe, and especially in Belgium, France and Argentina.
Milka’s packaging is purple. The well-known symbol is the Milka Cow, which is purple, with a white face, and bell around her neck.
The main ingredients are Alpine milk chocolate, the tender one, Cacao, nuts and unique flavour.
Milka’s portfolio consists of a wide variety of chocolate products (25g, 100g, 250g, 300g), with limited editions, chocolate biscuits, praline, and Ice Creams. With this diversity of flavours and formats, they can satisfy very targeted consumers.
The positioning of Milka aims to attract consumers’ perceptions, impressions and feeling young at heart. This is explaining why the target groups are children’s, teenagers, middle aged people, families with average income, and everyone that loves the tender taste of the chocolate.
« We believe a little Milka chocolate can go a long way to making the world a more tender place »
Ludivine Lions
Sources:
http://tamerlan4ik.blogspot.fr/2013/04/milka.html
http://prezi.com/igudlbsakywq/marketing-strategy-of-milka/
http://www.creads.fr/blog/actualite-pub-marketing/milka-osez-la-tendresse/
chocol4te lovers 