Nestle is one of the world’s largest food and beverage companies, with a diverse portfolio of brands that appeal to consumers of all ages and backgrounds.
The company’s marketing strategies have been instrumental in driving its success over the years and have helped it to stay ahead of the competition in a constantly evolving industry.
In this blog post, we will take a closer look at some of the key marketing strategies that Nestle has used to achieve its impressive growth and market dominance.
Primary Marketing Strategy
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Nestle’s primary marketing strategy is to build strong brands and offer a wide range of products that meet the needs of consumers across different markets.
This is achieved through extensive market research, product innovation, and targeted marketing campaigns.
Nestle also strongly emphasises creating long-term partnerships with suppliers and customers and sustainability initiatives that support the well-being of communities and the planet
Brand Identity
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One of Nestle’s most important marketing strategies is the development of a strong brand identity.
The company has invested heavily in creating a brand synonymous with quality, consistency, and reliability.
By consistently delivering high-quality products and services, Nestle has built a loyal customer base that trusts and values the brand.
This has helped the company establish a strong presence in the market and attract new customers looking for a reliable and trustworthy brand.
Innovation
Another key marketing strategy that Nestle has used is innovation.
The company has always been at the forefront of new product development and has been quick to adopt new technologies and trends to stay ahead of the competition.
For example, Nestle has been an early adopter of digital marketing and social media and has used these platforms to reach new audiences and engage with customers in new and exciting ways.
Moreover, the company has quickly capitalised on emerging trends such as health and wellness.
It has launched a wide range of products that appeal to consumers looking for healthier options.
Nestle’s marketing strategies have been closely aligned with its overall business strategy: to create long-term value for shareholders by delivering sustainable growth and profitability.
The company has achieved this by focusing on three key areas:
By investing in research and development, Nestle has been able to develop new products that meet the changing needs of consumers while also reducing costs and increasing efficiency.
Additionally, the company has been committed to sourcing its raw materials responsibly and sustainably, which has helped to enhance its reputation and build trust with customers.
Customer Engagement and Feedback
Another important aspect of Nestle’s marketing strategies is the company’s focus on customer engagement.
Nestle has always been committed to listening to its customers and understanding their needs and preferences.
This has helped the company to identify new growth opportunities and to develop products that meet the changing needs of consumers.
Helps the company to build relationships with its customers and understand their needs and preferences.
Nestle uses customer feedback to improve its marketing strategy in several ways.
Market research: Nestle conducts regular market research to gather customer feedback and insights on its products, brands, and advertising efforts.
This research helps the company understand customer needs and preferences and identify improvement areas.
Social media monitoring: Nestle monitors social media platforms to gather customer feedback and opinions on its products and services.
This allows the company to respond to customer complaints and concerns and better understand customer sentiment.
Customer surveys: Nestle conducts customer surveys to gather feedback on its products, services, and marketing efforts.
These surveys’ results help the company make informed decisions about product development, advertising, and customer service.
Brand Advertising
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Nestle uses a variety of advertising channels to reach its target audience, including
i) Television advertising: Nestle uses television advertising to reach a broad audience, particularly for its well-known brands such as Nescafe and KitKat.
ii) Online advertising: Nestle uses digital channels, such as social media platforms and search engines, to reach specific target audiences and engage with them in real time.
iii) Print advertising: Nestle uses print media such as magazines and newspapers for advertising its products and reaching specific target audiences.
iv) Influencer marketing: Nestle collaborates with social media influencers and celebrities to promote its products and build brand awareness.
v) Event sponsorship: Nestle sponsors events and initiatives that align with its brand values and help to build relationships with its target audience.
vi) Point of sale (POS) marketing: Nestle uses in-store displays, product packaging, and other POS materials to promote its products and to reach customers at the point of purchase.
vii) Public relations: Nestle uses public relations to build brand awareness and to promote its products, initiatives, and corporate social responsibility efforts.
Likewise, Nestle has used a variety of marketing channels, including social media, email, and direct mail, to reach customers and engage with them in new and exciting ways.
Nestle’s marketing strategies have also been closely aligned with its overall corporate social responsibility (CSR) strategy.
The company has been committed to creating societal value and promoting sustainable development.
This has been reflected in Nestle’s marketing campaigns, which often focus on
Besides, Nestle has actively supported local communities and invested in social and environmental programs that benefit society.
Nestle has also leveraged digital marketing and platforms to reach customers and create a strong online presence.
The company has invested in building a strong online presence through various channels, including social media, email, and direct mail.
This has helped the company to engage with customers in new and exciting ways and to reach new audiences that may not have been reached through traditional marketing channels.
Nestle has also used digital marketing to better understand customer preferences and personalise marketing campaigns to target specific customer segments.
Nestle has also leveraged data and analytics to drive its marketing strategies. The company has invested in data and analytics platforms that help it.
Nestle’s advertising spending in different categories in 2021:
| Advertising Category | Amount Spent (in millions) | Percentage of Total Marketing Budget |
| Television | $1500 | 20% |
| Online | $1000 | 15% |
| $500 | 7% | |
| Influencer Marketing | $250 | 4% |
| Event Sponsorship | $100 | 1% |
| Point of Sale (POS) | $50 | 1% |
| Public Relations | $25 | 0.4% |
Brand Pricing
Nestle uses a variety of pricing strategies, including
- Premium pricing: Nestle charges a premium price for high-quality, premium products such as Nespresso coffee and Gerber baby food.
- Penetration pricing: Nestle uses this strategy for new or less established products, initially focusing on gaining market share by offering low prices.
- Value-based pricing: Nestle offers products at a competitive price relative to the value they deliver, such as its Maggi noodles and KitKat chocolate.
- Dynamic pricing: Nestle adjusts prices based on supply and demand, seasonality and other market conditions.
Some successful digital marketing campaigns run by Nestle include:
- KitKat #Bendgate: In 2014, when Apple released its iPhone 6 Plus, some users reported that the device was bent when placed in their pockets. Nestle’s KitKat brand quickly responded with a tweet that said “We don’t bend, we break,” and included a picture of a KitKat bar with the tagline “Have a break, have a KitKat.” The tweet went viral and generated a lot of positive buzz for the brand.
- Nescafe’s “Good Morning World” Campaign: In 2016, Nescafe launched a digital campaign called “Good Morning World,” which aimed to connect people from around the world through a shared love of coffee. The campaign used a mobile app that allowed users to send and receive virtual coffee messages and photos, as well as a website that featured a live stream of coffee-related content from around the world. The campaign was a success, generating millions of impressions and helping to build brand awareness and engagement.
- Nestle’s “Choose Wellness, Choose Nestle” Campaign: In 2020, Nestle launched a digital campaign called “Choose Wellness, Choose Nestle,” which aimed to promote healthy eating habits and lifestyle choices. The campaign included a website that featured healthy recipes and fitness tips, as well as social media content that encouraged followers to share their own healthy habits. The campaign was well-received, helping to position Nestle as a leader in the health and wellness space.
- “Experience Nestlé’s Commitment to ‘Good Food, Good Life”
Conclusion:
Nestlé’s marketing strategy revolves around their core philosophy of “Good Food, Good Life.” Through a focus on innovation, sustainability, and consumer well-being, Nestlé has established itself as a global leader in the food and beverage industry. By consistently delivering high-quality products that meet the evolving needs of consumers, Nestlé has built trust and loyalty among its customer base. Their commitment to social responsibility and creating a healthier future sets them apart, making Nestlé a brand that is synonymous with nourishment, enjoyment, and a better quality of life.
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