The Prime Minister at the KISMAS Convention provided a good example as to how marketing actually helps brands prosper.
He said, in the 60's one had a chance to chose between Milo and Ovaltine. But today there is no such chance left, but only Milo. Simply because Milo must be associated with sports. In the annual school sports, all one had to do was ask and Milo sent their trucks to give out free Milo. Over time it became synonymous with sports, as it provides energy (which the PM said was debatable). Therefore Milo started to dominate sports as those in the associations started supporting Milo.The taste of Milo in this country is very much different from other countries and during his time as defence Minister, many personnel from Bangladesh and India took home Milo from Malaysia as they liked its taste.