Contemporary Issues in Marketing: Nestle Campaign Planning

This report discusses Nestle's campaign planning for new products in food, drinks, and frozen sections. It covers the campaign objectives, KPIs, and communication plan through social media platforms such as Facebook, Instagram, Twitter, YouTube, and Website. The report also includes a reflection on the campaign and its success.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
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Contents
Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p

Introduction
Contemporary issues is a opportunities and problem, presents in understanding in
topical issues in marketing. (Nwankwo and Richards, 2020)Nestle is a Swiss multinational
food and drink corporation founded by Henri Nestle in 1866 with headquartered in Vevey,
Vaud, Switzerland. In this report a campaign planning is discussed on Nestle creating a plan
on marketing new products with the help of campaign objectives, measurement tool for
success and campaign plan. (Binti Mohamad Nasir, 2022)In here company chose digital
marketing in which marketing will done through social media platform such as, Facebook,
Instagram, Twitter, YouTube and Website. At last reflection on campaign of the organization.
Campaign objectives
Nestle is offering new products in food, drinks and frozen department in market.
Campaign objectives is a framework for intersection of supporters, strategy and internal
capacity. (Algie and Mead, 2019)The SMART objectives stands for Specific, Measurable,
Achievable, Relevant and Time bound, to set objectives for Nestle.
SMART Objectives
 To increase 7% of sales in coming 5 month by offering new products in existing
section into market.
 To increase 14% of sales in upcoming 10 months by introducing new products into
existing products line in market.
 To increase 20% of sales in coming 1 year by launching new products in market.
Measurement of success
Marketing measures success of marketing campaigns to track performance through
Key Performance Indicator (KPIs), it helps marketers to set clear pictures of success in
marketing strategy.(Sciarrino, Wilcox and Chung, 2020) In context of Nestle for introducing
new products in market and use KPIs tool to measure success such as,
 Awareness:
◦ Reach
◦ Perception
 Consideration:
◦ Engagement
 Decision making:
◦ Conversion

 Post purchase:
◦ Satisfaction and advocacy
A key performance indicators is in form of numeric value to measure company
performance in digital marketing to measure success of campaign in market of launching new
products of Nestle.
Campaign plan
Campaign plan is integrated for communication plan to generating sales, it involves
selecting of right mix channels for marketing to influence or reach customers to meet
objectives of campaign. In context of Nestle launching new product in food, drinks and
frozen section, as campaign planning is important for marketing to achieve success by
creating integrated plan and identifying channel to introduce in market. (Devanand and et. al.,
2021, December)Company chose online marketing matrix through digital marketing tools
with the help of social media communication platform such as, Facebook, Instagram, Twitter,
YouTube and Website to establish direct connection with customers.
Communication 1: Facebook
Marketing of new products in line of food, drinks and frozen food items for Nestle in
market. Facebook can prove to be great platform for company to advertising and marketing
for new products to direct communication with customers. (Pandey, Nayal and Rathore,
2020)Organization can post advertisement and posters of new launch to get direct
engagement with audience, as company has million followers om Facebook which allow firm
to spread awareness about new products. With the help of attractive advertisement post on
social media platform, ensure to get attention of as many as customers allows people to share
post to their connection.
Communication 2: Instagram
Marketing of new products for Nestle in food, drinks and frozen item section in
market. Instagram proves to great platform for firm to advertise and marketing new products
to get direct communication with audience and attract customers to increase sales.
Organization post videos and pictures of products with teasers to increase eagerness of
waiting into customers, as people's engagement on social media is high and to get attention of
auid3ence for new launch of company it can be very useful.

Communication 3: Twitter
Marketing new products of Nestle for food, drinks and frozen products in market.
Twitter can be great way to portrait launch on Twitter to spread awareness of products in
audience. By posting about ideas and insights of products will reach out to many customers
and allow them to share with their connection. (Parsons and Lepkowska-White, 2018)Twitter
allows to start campaign and let direct communication with people for engagement and gt
attention of customers. Organization can post written advertisement and post of new launch
to spread with audience.
Communication 4: YouTube
Marketing new products for Nestle in food, drink and frozen item with new products
launch in market. YouTube proves to great way to communicate with audience and get
attention from them, company can post behind the scenes videos of planning campaigns.
Organization can post videos of making products in manufacturing so people can get
knowledge about of how products were made, what goes inside each products and what they
actually are consuming this way it ensure of increase in sales and success of campaign.
Communication 5: Website
Marketing for nestle in food, drinks, and frozen products by launching new products
in existing products line in market. Official website of brand proves to great communication
tool for company and also customers. As organization provides details about and with all
products listed on website allows customers to buy directly from website. Company can also
initiate a theme for new launch through campaign and along with coming up soon poster on
website proved interaction of audience with brand. So social media platform allows direct
connection with customers which helps success of campaign and increase in sales.
Reflection on Campaign
By conducting campaign I learn that there are various things goes behind actual
execution of campaign such as planning, creating objectives and many more. I learn about
KPIs matrix through which company measure success after campaign of company new
launch product in market. Also there are various marketing tools through which organization
communicate and marketing, here enterprise choose digital marketing tool in which social
media. There are different social media platform which company used for advertising,
marketing and communication such as, Facebook, Instagram, Twitter, YouTube and Website

which allow company to get direct interaction with audience and ensure future sales with
success of campaign.
Conclusion
From the above report it concluded that for Nestle to introduce new products in food,
drinks and frozen section company needs to plan campaign, in which firm firstly needs to
make campaign objectives and goals of planing a campaign and then chose a KPIs
measurement tool to measure success after campaign. Lastly organization chose digital
marketing in which social media tool to communicate and marketing to audience which
proves success of campaign for Nestle.

REFERENCES
Books and Journal
Algie, J. and Mead, N., 2019. Fun ways to engage with rail safety through the dumb ways to
die social marketing campaign. In Social Marketing in Action (pp. 93-110).
Springer, Cham.
Binti Mohamad Nasir, N.F., 2022. Study on Nestle Berhad in Malaysia: Performance and its
Determinants. Available at SSRN 4021277.
Devanand, R. and et. al., 2021, December. Mathematical Modeling of Master Production
Schedule with Campaign Planning Constraints. In 2021 IEEE International
Conference on Industrial Engineering and Engineering Management (IEEM) (pp.
964-968). IEEE.
Nwankwo, S. and Richards, D., 2020. Contemporary issues in entrepreneurship
marketing. Entrepreneurship Marketing: Principles and Practice of SME Marketing,
p.337.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce, 17(2), pp.81-95.
Sciarrino, J., Wilcox, G.B. and Chung, A., 2020. Measuring the effectiveness of peer-to-peer
influencer marketing in an integrated brand campaign. Journal of Digital & Social
Media Marketing, 8(1), pp.85-95.