Milka



The chocolate market is slowly growing mainly due to a change in the chocolate comsumption.
Today, people focus on the quality of the product and so buy less but at a higher price.


This market is served by six major groups :


Kraft, Ferrero, Nestlé, Lindt, Mars, Cémoi

These 6 manufacturers produce nearly 95% of total turnover in the sector. The slow growth of the market and the presence of a few huge compagnies led to a strong rivalry between the existing competitors.

Milka is part of the Kraft Foods Company.
With its 250 employees and 125 million of bars sold, Milka is the leader with the milk chocolate and realize 11,6% of market share (2010).

  • The name
Milka results of the association of German words: Milch & Kakao (milk and chocolate)

  • The representation
- A purple cow
- The cow to represent alpine landscape and milk.
- Purple to play with differentiation and findability.
- Handwriting logo for childhood and maternal tenderness.

This set inspires tenderness and sweetness which are exactly consistent with the positioning strategy of Milka.

  • Milka for the customer
Culture of authenticity, the nature, mountains
Relationship friendly and affective
Personality tenderness of milk chocolate
Reflect humor and tenderness of the anthropomorphic publicity

  • Milka products
More than 20 differents chocolates slabs !




Milka chocolate slabs portfolio:










A huge series of products to answer the need of innovation, to make the customer loyal and to always attract new customers.



  • SWOT analysis

  • Consumption
27% of market share in France on milk chocolate slabs and 17% in Europe! (2010)
Milka is the leader of the market and a reference brand especially in Germany and Austria (30 to 50% market share).

  • Core target
The brand appeals to the childish imagination and is focus on the fairytale for adults.
The core target is adults ans young adults from 20 to 45 years old with no differentiation by gender or CSP. Milka affects particularly gourmand who search quality and pleasure...
To them, Milka chocolate is primarily a tender experience to find pleasure and softness in their everyday life.

  • Promotion


TV: After the famous groundhog TV spot in 1998 (see above) which gave to Milka its popularity, the brand is now focus on the customer. All ads are focus on the customer experience with his chocolate slab. For example in 2010, the famous chocolate brand offers videos of dance classes with the Milka Cow! It seems to show that marketers want to reinforce the relationship between customers and Milka. Today, their TV spot requires their connection with tenderness in creating the new campaign "Osez la tendresse"! They depict the everyday life of their client and make them feel the mix of tenderness and nature the chocolate gives them.


Social networks: The communication team has understood the power of social networks to attract new clients and create attachement and loyalty thanks to brand communities. Already more than 959 000 fans on the Facebook page Milka




Partnerships: To support his message of authenticity, Milka shows strong links with mountain, particularly in winter with skiing. Sponsorship of world cup, partner of environment association, inauguration of ski slope, winter is definitely the Milka time !



Events: "Rêve de neige" operation in Paris



Sponsoring: The brand is pervasive in ski competition and supports number of skiers. Here, some great world champions:


          - France : Tessa Worley
          - Austria : Michael Kirchgasser
          - Slovenia : Tina Maze
          - Germany : Maria Hoefl-Riesch
          - Czech : Sarka Zahrobska




Using TV, street marketing, internet and social networks like Facebook, 
Milka spreads the word ! 
Tenderness is everywhere with all chocolate slabs of the brand. 
On an humoristic way they respect the brand values and make it interactive and impacting.




By the way, what is tenderness for the customer?
Amazingly, the concept is evolving with the age...
51% of the 25 to 34 year olds think tenderness is through physical touch, a caress, a hug... while for older tenderness is a look, a glance, a listening ear...


Milka brand has made tenderness as a key value, used in each advertisements as you have seen above with the purple cow that brings you closer to the loved one with a little stroke of the muzzle.


  • Strategy
Create a strong relationship with the customer doing interactive game or poll, to make them playing with Milka and keep the chocolate brand in all minds. 
Organic evolution (already implemented but not for the chocolate slabs) which is link to brand values:
Authenticity + Nature <--> Ecological + Organic