Nestle: World's Largest Food Company with a Diverse Range of Quality Products

Running head: MARKETING
Marketing
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MARKETING
Table of Contents
Part-A.........................................................................................................................................2
Introduction............................................................................................................................2
Brand attributes......................................................................................................................3
Positioning..............................................................................................................................4
Estimation of brand equity.....................................................................................................6
Description of target market...................................................................................................7
Competitors, threats and outlook............................................................................................8
Sample marketing material.....................................................................................................8
Summary.................................................................................................................................9
Part-B.......................................................................................................................................10
Objectives.............................................................................................................................10
Target market........................................................................................................................10
Media selection and justification..........................................................................................10
Media schedule.....................................................................................................................11
Estimated media costs..........................................................................................................11
Campaign success criteria and measuring methods.............................................................12
Bibliography.............................................................................................................................13
Appendix..................................................................................................................................15

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MARKETING
Part-A
Introduction
Nestle is a food company located in Switzerland which is headquartered in Vevey,
Vaud. Nestle is the largest food company in the world, and the reputation of the company in
terms of revenue earned per year. Nestle was founded in 1866, about 153 years ago. The
company was called as the Anglo-Swiss Condensed Milk Company as it was formed as a
merger in the year 1905 (Nestle.com 2019). The company was named Nestle after its founder
Henri Nestle who along with the Page brothers, Charles and George.
The significant growth of the company was seen during the first year and after the
Second World War, the company decided to expand its product range beyond condensed milk
and infant formula products. Over the course of its success, Nestle have managed to make
various acquisitions that includes companies like Crosse and Blackwell in 1950, Findus in the
year 1963, Libby’s in 1971 and many more (Nestle.com 2019). It also managed to expand its
company beyond the borders of Switzerland and currently serves in areas all around the
world.
Nestle consist of over 2000 brands and some of the significant products that are sold
by Nestle include baby food, coffee, dairy products, breakfast cereals, ice cream and many
more. The market capitalisation of Nestle can be estimated at 231 billion Swiss francs
(Nestle.com 2019). The research and development investment made by the company for
enhancing the product quality can be estimated at about 1.63 billion. This accounts for net
profit worth of 14.46 billion which signifies the success that the company have in the market
(Nestle.com 2019).

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MARKETING
Apart from acquisition of products, Nestle have managed indulge in joint ventures
and have been successful throughout. For example, the company indulges in a 50-50 joint
venture with General Mills for Cereal Partners in a worldwide basis. At the same time, it
consists of joint venture with Coca Cola for providing beverages worldwide (Nestle.com
2019).
Brand attributes
The official slogan adopted by Nestle is “Good food, good life”. (Refer to appendix
for logo)
As stated by Sasmita and Suki (2015) designing products need to be done based on
the benefits that it may provide to the customers. Therefore, the satisfaction of the customers
need to be taken into account while manufacturing a product and launching it to the world.
Product quality usually refers to the product so that it can perform its functions. In the case of
Nestle, the company provides a wide variety of products and with it the packaging formats
and styles comply with the quality of the products and the requirements of the customers.
Barreda et al. (2015) pointed out that one of the attributes of Nestle is that it focuses
more on the packaging of the products so that it can gain the interest of the customers. It also
takes into consideration any type of sustainable factors that may have a negative impact on
the development of the company. Apart from this, another attribute that Nestle focuses on is
the labelling of the products. The importance of the labelling is that it helps in displaying the
brand name or provides information about the product (Lambert-Pandraud et al. 2017).
The satisfaction of the customers can be attained if the company manages to provide
relevant information about a product and ensure that it reaches the target market in an
efficient manner. The labelling also helps in the promotion of the product and allows
customers to choose the correct product. Therefore, it can be said that such attributes as well