Integrated Marketing Communication Plan for Nestle

This assignment analyzes and develops an integrated marketing communication (IMC) plan for Nestle. It starts by outlining the importance of IMC in conveying brand messages to a wider customer base. The report then delves into target audience segmentation, establishes advertising objectives focused on brand awareness, adopts a functional orientation style for creative advertising to emphasize product innovation, outlines a comprehensive media plan, and finally proposes measurement metrics to track the overall performance of the IMC campaign.

RUNNING HEAD: Marketing Communication
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Marketing Communications

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Table of Contents
Introduction.................................................................................................................................................3
Company background and its marketing objectives....................................................................................3
Products and services..............................................................................................................................4
Marketing objectives of Nestle................................................................................................................4
Target audience segment analysis...............................................................................................................4
Advertising objectives of Nestle..................................................................................................................5
Brand awareness.....................................................................................................................................6
Imparting knowledge...............................................................................................................................6
Projecting an image.................................................................................................................................6
Shaping attitudes.....................................................................................................................................6
Alternative style of creative advertising......................................................................................................7
Innovation...............................................................................................................................................7
Distinct products.....................................................................................................................................7
Differentiation.........................................................................................................................................7
Communication objectives ethical issues....................................................................................................7
Promoting overemphasizes materialism.................................................................................................7
Marketing increase the cost of goods and service...................................................................................8
Media plan for Nestle..................................................................................................................................8
Target customers.....................................................................................................................................8
Communication objectives......................................................................................................................8
Media strategies......................................................................................................................................8
Media vehicle for Nestle..............................................................................................................................9
New media..............................................................................................................................................9
Online advertising....................................................................................................................................9
Measurements for Integrated Marketing Communication plan..................................................................9
Revenue metrics......................................................................................................................................9
Marketing program performance metric.................................................................................................9
Public relations........................................................................................................................................9
Product performance............................................................................................................................10

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Conclusion.................................................................................................................................................10
References.................................................................................................................................................10
Introduction
Integrated marketing communication plan refers to a tool of advertising that distinguishes the
additional value exhaustive arrangement that looks at the key parts of a variety of
communication. This report creates an integrated marketing communication plan for Nestle
Company. The report describes the company marketing objectives and goals related to their
products and services. The report also explains the target audience segment analysis for the
marketing communication plan, develop the communication objectives in order to create brand
awareness among the customers and the product's image or influencing the purchase intentions.
It also creates a media plan which will be used by the company in order to achieve the
objectives. The main objective of this report is to ensure that all forms of communications and
promoting tools work together in harmony.
Company background and its marketing objectives
According to Arnold & Boggs (2015), Nestle is a subsidiary of NESTLE S.A. of Australia.
Organization with have eight mechanical offices and countless packers, Nestle is an exuberant
organization which gives clients in India with results of overall standards and is set out to long
haul manageable and financial specialist satisfaction. The organization concentrates on
reliability, validity, and straightforwardness in all parts of its business and expects the same in its
associations. This has picked up it the trust and regard of each level of society that it
communicates with and is perceived among India's most regarded organizations and among the
best riches makers of India. The Nestle corporate business standards at the start of the
organization's way of life which is made more than more than 150 years and demonstrates the
plans of conventionality, genuineness, and long haul considering. Settle is the world's greatest
food and beverage organization. The fundamental motivation behind Nestle organization is to
develop the personal satisfaction and adding to a more beneficial life. The company helps the
consumers by providing the better and healthier environment.

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Products and services: According to Beach (2014), Nestle believes on the significance of
mixing the great products with a great service. Nestle company produces products of correctly
worldwide quality under globally celebrated brand names like NESCAFE, MAGGI,
MILKYBAR, KitKat, BAR-ONE and NESTEA and in the present time the organization has
likewise start results of ordinary utilization and use, for instance, NESTLE Milk, NESTLE SLIM
Milk, NESTLE DAHI AND NESTLE Jeera Raita. The fundamental administrations as Nestle
give to their clients are refreshment quality and sustenance wellbeing. Settle is a reliable
association and urges exercises that help to improve the individual fulfillment in the gathering
where it operates.
Marketing objectives of Nestle: According to Belch et al. (2014), marketing objectives are
sustainable with the whole corporate goals of Nestle. Company's goal is to be the world's biggest
and best-branded nourishment manufacturer while guaranteeing that company name is
synonymous with the results of the highest quality. The main marketing objectives of Nestle are
provided nutritional, healthy product for the wellness of consumers, maintain the financial
performance of the company and build the mutual trust with customers and governmental
authorities.
Target audience segment analysis
According to Blakeman (2014), the marketing idea calls for understanding customers and
satisfying their necessities superior to contenders. As different customers have diverse requests
and it once in a while is conceivable to satisfy all clients by treating them alike. Market
segmentation is the recognizing of a part of the market that is one of a kind in connection to each
other. Division empowers the firm to better satisfy the prerequisites of its potential customers.
The customer can be segmented on the basis of the following features:
Geographic: The target audience segment analysis of Nestle in a geographic segment based on
the given factor.
Weather: Nestle Australia segmented its market for Nescafe Ice in light of the geographic
climate that is hot or cold. The organization offers Nescafe ice coffee which can be utilized by
the consumers with ice (Zillmann, 2013).

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Demographic: The demographic factor includes various factors such as
Age: Nestle segmented market for its most important products which depends on the age. The
products like Cerelac, Lactogen, Nido, and Nestle allocate the market segment for baby and
children of different ages.
Occupation: Company segmented the market which is depending on the consumer’s occupation.
For example, organization offer Nescafe great for the individuals who buckle down and needs
more freshness.
Income: Nescafe segmented their market relies upon consumer's salary and income in a powerful
way.
Psychographic: The main component in psychographic factor shows the lifestyle and personality
of a customer.
Lifestyle and personality: Nescafe Australia gives KitKat for the consumers who actually need to
enjoy chocolate. Nescafe 3 in 1is for those consumers who are busy and not have enough time.
They can save their time by taking Nescafe 3 in 1 in which all the components of sugar, milk,
and coffee remain constant.
Behavioral: Behavioral segmentation consists the benefits of the market.
Benefits: Depend on the advantages Nestle Australia divide their market in an efficient way. So,
the company offers Cerelac for those customerss who require favorable circumstances from the
items. Cerelac comprises high nourishment for tyke infant's whose age is short of what one year.
The two principle segments rice and drain stay differed in cerelac. On the other side, cerelac
contains vitamins, minerals and every nutritious part for babies.
Advertising objectives of Nestle
According to Edsa (2017), advertising is the great source to communicate to the consumers.
Advertising helps educates the customers about the brands available in the market and the
diversification of products valuable to them. Advertising is for everyone including children,
youngsters and old. Advertising is finished by using the several media sorts, with various

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strategies and techniques and methods generally suited. The main advertising objectives of
Nestle include the following elements which are explained below:
Brand awareness: According to Garvey (2014), the brand awareness objective is a source for
marketers to show ads to consumers who are more likely to pay attention to them. A standout
amongst the most widely recognized and easily integrated marketing communication objectives
are developing brand awareness. Prior to selling the particular items, Nestle, it needs to make
brand awareness among its target market, and this should be done for spreading awareness and
also its significance. The company will build brand awareness and create a favorable,
recognizable picture in order to achieve the success. Company outlines proficient and innovative
strategies for products which attract the customers towards the company product.
Imparting knowledge: According to Ginsburg et al. (2014), Nestle has initiated a region-
wide arrangement to support wellbeing and preventive activity. The organization makes "Nestle
Strong and Healthy Bones" movement delivers the need to spread wellbeing information in the
locale to help and counteract osteoporosis. This need is reflected by the high number of ladies
thought to be in risk of bone crack. The movement will see a couple of preparing activities and
dynamic crusades took off over the region in the coming months.
Projecting an image: In the present society, a first impression appears to be everything. The
company should use creative techniques and strategies to make their product more innovative
and enhance the customer base. According to Grunig (2013), the company can use various tips to
improve their image in the market, so that consumers will recognize the brand as a winner right
off the bat such as clearly mentions their services which they provide to their customers, properly
understand the customer requirements and make their product according to the consumer taste
and preference and also engaged in the social activities in the society which create a positive
image in the customer mind which results in building a positive image between the customers for
the company brand.
Shaping attitudes: An attitude is just an inclination to approach or keep away from a thought,
occasion, individual or object. In short words, it is a propensity to act in one way or another
attitude object. It is important for a business to understand how to shape the attitudes of
employees. For this purpose, the company should engage employees and motivate them to do

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something which is different from others (Hatziargyriou, 2014). Communicating an idea to staff
needs face-to-face meetings and a clear explanation for achieving the business objective.
Alternative style of creative advertising
According to Jensen (2013), a business can create a creative campaign plan in order to attract
more consumers as well as to raise the brand awareness of the company. An execution of
creative techniques theory will apply to the campaign with the purpose to help the raw plans.
These innovative approaches help the business to increase their efficiency and effectiveness of
the campaign. Nestle can use functional orientation style of creative advertising to invite the
customers towards their product. The functional orientation style includes unique selling
proposition creative style of advertising which states that a marketer makes a superiority claim
which depends on unique product characteristics that shows a meaningful, clear customer
advantages. Nestle is one the largest food manufacturing, health, and wellness brand in the
world. The unique selling proposition of Nestle is depended on the following three factors:
Innovation: The unique and innovative items categories such Nestle chocolate, coffee,
KITKA, NESTLE MILK and Nestle Dahi.
Distinct products: The products and brands extension in diverse product categories with the
definite shapes, colors, flavors, and labeling.
Differentiation: In order to attract the customers in a large number, the products of Nestle are
placed in very attractive standout trays which make them different from their competitors
(Kasper & Kellerman, 2014).
Communication objectives ethical issues
On the other side, there are some ethical issues arise in the marketing communication objectives
which affect the business activities. The main issues which can occur in the marketing
communication objectives are explained below:
Promoting overemphasizes materialism: According to Kraidy (2017), marketing
loosely fixing the thought that individual purchase numerous products and services are the
feedback that marketing made and has a materialistic culture. The verbal confrontation issue has

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the promoting of goods and services which create an attitude of materialism or has the marketing
reacted to the materialistic desires of society.
Marketing increase the cost of goods and service: The other issue of marketing
communication objectives states that individually found fault with promoting and marketing
communication communications is that it increases the cost of goods and services. The advertise
goods do cost increasingly and enable producers to charge higher costs.
Media plan for Nestle
According to Lawrie (2014), media planning is an undertaking of a media organizations and
need to locate the most appropriate media structures for a customer's image or item. The activity
of media arranging includes various areas of specialist that the media organizer uses to identify
the best combination of media in order to achieve the given marketing communication objectives
and goals. The media plan consist the following components for Nestle which are explained as
follows:
Target customers: According to McQuail &Windahl (2015), the first component of the
media plan is to choose the target audience. In other words, it refers to those individuals for
whom the media plan try to influence through numerous forms of brand connections. The main
marketing objective is to enhance the sales by a particular amount, but this objective does not
identify a target audience. The company can classify their target audience into two categories
that are primary and secondary. A primary target customer refers to those which play an
important role in purchase decisions and a secondary target customer are those which play a less
decisive role.
Communication objectives: The next step in the media plan is to set the communication
objectives in order to achieve the stated objectives. The different communication objectives can
be better comprehended in a phase of advertising goals. The company can also set different
communication objectives such as advertising recall which show the cognitive impact of the
advertisement, advertising persuasion show the emotional impact of the advertisement and lead
and sales are the behavioral impact of the advertisement (Percy, 2014).

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Media strategies: Media planners make different media strategies for the business with the
aim to increase their sales and productivity of the company. The marketing strategies include
various elements such as brand, competition, price, products, promotion, and communication on
which company has to focus and make the innovative products keeping in mind the customer
requirements.
Media vehicle for Nestle
According to Richards & Schmidt (2014), Nestle can use various media vehicles that will help
the company to achieve their business goals and objectives and the innovative strategy which
company created for their customers. The main media vehicles which company can adopt are
described as follows:
New media: Current technological advancement has raised the range of new media available
to the marketers to communicate with their prospects and the customers. New media permits for
the greater phase of interactions between the marketer and the receiver. Nestle with new media
can marketing can target tightly bunch of customers with well-defined messages.
Online advertising: The internet is a hybrid source which expresses the features with mass
communication as well as interpersonal communication. This media vehicle merges the
capability of the mass media to distribute a message to a large audience. By adopting this media
vehicle, Nestle can gain particular momentum across the world.
Measurements for Integrated Marketing Communication plan
In the present condition, advertisers are compelled to utilize different specialized instruments
keeping in mind the end goal to get the target audience. Successful communication needs the
usage of a few instruments of advertising interchanges by which organization can express a
unique message to targeted customers (Thorson & Moore, 2013). For this purpose, there are
some measurements metrics for the integrated marketing communication plan which help the
business to achieve the business objectives successfully.
Revenue metrics: The revenue metrics refers to the marketing’s aggregate influence in the
company revenue.

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Marketing program performance metric: This measurement of integrated marketing
communication plan examines the increase in the contribution of people marketing programs.
Public relations: A public relation measures the point of view and opinions on the impact of
corporate communication ideas and plans.
Product performance: The measurement of product performance comparatively evaluates
the total sales and margins of people products.
Conclusion
From the above report, it has been concluded that integrated marketing communication assumes
a vital part in conveying brand message to bigger customers. Integrated marketing
communication helps in organizing all the important parts of promoting to impart comparative
messages to potential and existing customers. This report prepares an integrated marketing
communication plan for Nestle. The report explains all the essential elements which are required
in the integrated marketing communication plan for a business. The report determines the target
audience segment analysis of Nestle, build up advertising objectives which help the business to
create brand awareness among the customers. The report also chooses a functional orientation
style of creative advertising to make their product more innovative, develop a media plan for
business and show the measurement metrics to control the overall performance of the company.

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References
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Communication Skills for Nurses. Elsevier Health Sciences.
Beach, L. R. (2014). Decision-making in the workplace: A unified perspective. Psychology Press.
Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated
marketing communication perspective. McGraw-Hill Education.
Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to
implementation. Rowman& Littlefield.
Zillmann, D. (2013). Selective exposure to communication. Routledge.
Edsa. (2017). Advantages of direct selling, Retrieved from:.http://www.edsa.ee/en/direct-
selling/advantages-of-direct-selling/.
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among librarians, scientists, engineers and students. Elsevier.
Ginsburg, K. R., Kinsman, S. B., & American Academy of Pediatrics. (2017). Reaching Teens
Strength-Based Communication Strategies To Build Resilience and Support Healthy
Adolescent Development.
Grunig, J. E. (Ed.). (2013). Excellence in public relations and communication
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Hatziargyriou, N. (Ed.). (2014). Microgrids: architectures and control. Wiley/IEEE Press.
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quantitative methodologies. Routledge.
Kasper, G., & Kellerman, E. (2014). Communication strategies: Psycholinguistic and
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Kraidy, M. (2017). Hybridity, or the cultural logic of globalization. Temple University Press.

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Lawrie, A. (2014). An exploration of perceptions of verbal and non-verbal communication
strategies on intercultural group interactions and how they impact on learning and
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