Marketing Strategy of Nestle PDF

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Foundation ProjectResearch Plan
Table of ContentsINTRODUCTION...........................................................................................................................1Literature review.........................................................................................................................1Research methodology................................................................................................................5Ethical consideration...................................................................................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONIt is fact that without customers any organisation will not be able to carry out theiractivities. For this it is essential for them to retain their customers by providing them with highstandard quality(Buil, De Chernatony and Martínez, 2013). Advertisement is way through whichcompanies can tell people about their products and services. This research is based on Nestle,Swiss transnational drink and food. It is one of the largest food company in terms of revenue andvarious metrics. This research describes relationship among advertisement and loyalty ofcustomers. This topic is considered in research as it is essential for organisation to recognisewhat impact does advertisements create on mindset of people so that they can formulatestrategies according to that.Aim: An investigation of relationship between effective advertising and consumer loyalty.Questions:Does advertising campaigning impact on customer loyalty of Nestle?Importance of advertisement in NestleRole of advertising in earning customer loyalty for NestleStrategies to frame effective advertising campaign for influencing potential customerstowards products and servicesLiterature reviewResearch work of different authors has been analysed to investigate relation betweenadvertisement and customer loyalty. In this aspect researcher has formulated certain researchquestions have been to acknowledge this concept in depth. With respect to Nestle questionswhich is examined is: Does advertising campaigning impact on customer loyalty of Nestle?Importance of advertisement in a companyAccording toJahn, advertisement builds effectual relationship among message receiverand sender of message, this means that information related with services and products is receivedby customers. By usage of advertisements Nestle can make people or customers aware of whatproducts they are about to launch either its new services or products within market(Jahn andKunz, 2012). As per The Economic Times, advertising refers to a means through whichcommunication occurs with customers of services and products. They are messages for whichorganisation like Nestle pay with an intention that they can give information to their customer.1
This definition is given by Advertising Association of UK. Organisations have opted to usevarious media like magazines, newspapers, journals, television, mailers, hoardings, internet,press, posters, and contests and even communicate with people (endorsements).Organisation tends to hire advertising agencies for creation advertisements and host ofpeople such as brand managers, creative heads, copy editors, designers and visualizers. Nestletells about themselves to these agencies about their brand, their imaginations, values and idealsbehind that(Keller, 2012). They also target specific sector of population. These agencies areresponsible for conversion of these ideas or thoughts into reality in terms of text, themes, layoutsand visuals by which Nestle can communicate with their potential customers. After gettingapproval from management and board of directors, these ads go on air. As per Keller, anadvertisement acts as a reason behind purchase of services and products. By usage ofadvertisements, people can find out what products are being offered by different organisationsand they can differentiate among those in terms of ingredients being used, their appearance andalso they can identify their taste up to some extent by visualising them. Objective of Nestlebehind advertisement is to promote their services and products. As by this they will be able tomake people know what all products they are offering. By this Nestle can enhance their sales andprofit margin. Furthermore, they can also tell their customers about what they are offering atpresent scenario and what they will be offering in future. By usage of advertisements, morale ofexisting customers can be build when they see products of Nestle and they will to use them. Theycan have value for money by analysing different products, this provides enhanced value forthem.On perspective of Nestle ads will assist them to know what all their competitors are andwhat they are being offering and and will offer in coming future. By this Nestle can build theirown strategies and make changes in their services accordingly so that they can fascinate theircustomers as well as enhance their brand value. This will also create goodwill for Nestle and itwill also assist them to attain customer's loyalty(Mirabi, Akbariyeh and Tahmasebifard, 2015).Role of advertising in earning customer loyalty for NestleAccording to Sasmita, customer loyalty is main asset through which organisation cansucceed in terms of market shares and economic performance. This can be attained by usingadvertisements in media field through which will give desired results.Loyal customers signifyenhanced profitability in terms of value making at low cost. Increase in customer loyalty is a2
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