Marketing Strategy and Plan Report: Nestle Australia, Course Name

This report examines Nestle's marketing strategy and planning, focusing on activities in Australia. It analyzes Nestle's promotional campaigns, such as the Healthy Active Kids initiative, and new product launches like KitKat Gold. The report also explores the impact of demographic trends on international marketing, discussing the influence of factors like digital consumers and aging populations. It highlights Nestle's contributions to healthy eating, recycling efforts, and how the company adapts to changing consumer behaviors and market demands. The report concludes by summarizing the key findings on Nestle's market position, strategies, and the benefits for industries like Nestle, Apple, and Nike from the aging baby boomers. This report is based on the provided assignment and utilizes the provided resources to create a comprehensive analysis of Nestle's marketing approaches.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of student
Name of University
Author note

1MARKETING STRATEGY AND PLAN
Table of Contents
Introduction......................................................................................................................................3
Activity 2.........................................................................................................................................3
Activity 5.........................................................................................................................................4
Conclusion………………………………………………………………………………………...5
References…………………………………………………………………………………………6

2MARKETING STRATEGY AND PLAN
Introduction
The report is prepared with focus on the marketing strategy and planning for the company
named Nestle with the consideration of two activities. The first activity will demonstrate about Nestle,
which has been an established company in Australia and has successfully created a sustainable place in
the competitive business environment. The promotional campaigns and news about the new products to be
launched will be illustrated here along with the ways by which healthy diet and consuming habits among
people are promoted while the second activity will demonstrate about the demographic trends that can
create better opportunities for the companies to manage global marketing properly (nestle.com.au 2018).
Activity 2
From the access to the website of Nestle, Australia, it has been found that there are
information about more on the promotional campaigns rather than the launch of new products and
services. The first and foremost is the campaign related to Healthy Active Kids, which was targeted at the
parents and families of the children regarding their priority ob health consuming habits and behaviours.
The promotional campaign has been implemented for making the people focus on healthy consumption
habits and makes their children stay healthy and safe. Prior to the implementation of this promotional
campaign, a survey was conducted for making the parents understand about the diet to be maintained for
the children, furthermore provide them with enough ideas and information regarding the healthy diet of
children (Armstrong et al. 2015). From the surveys, it was found that most of the parents are concerned
about the nutrition of children and so the campaign has been promoted to make them knowledgeable
about the right portion of balanced diet that the children should have every day in order to remain health.

3MARKETING STRATEGY AND PLAN
Nestlé’s approach towards supporting girl education has gained huge exposure in the past few
years. The focus is on the girl’s education and how it can be helpful for promoting higher education of
girls; furthermore develop the brand image and identity along with the establishment of a sustainable
position in the marketplace. The Government is Australia has supported Nestle to build a community at
large and at the same time, provide greater value and benefits to people for ensuring client satisfaction and
improvement of brand image and identity too (Hill 2017).
Nestlé’s contribution to health eating involves five serves of vegetables everyday as part of
the diet to keep people healthy and safe. Recent news includes the launch of new Kitkat Gold, which is the
only edible chocolate wall in Australia. The product is aisle features crisp wafer fingers covered with a
creamy golden white choc to bring a great caramelised taste. The delicious golden twist is an iconic
favourite, which has encouraged the people n Australia to make purchases consistently. There are also
news about Nestlé’s contribution towards sustainable recycling and making customers knowledgeable
about the recycling of plastic packaging with the help of in-store collection scheme. The inclusion of
Australasian Recycling Label and through kerbside recycling through REDcycle has been aimed at
recycling the plastics and for reducing the harmful effects on the environment too (Kumar and Reinartz
2018). To achieve the objective of making 100% of packaging recyclable or reusable by 2025, three main
areas have been focused on by Nestle including the elimination of non-recyclable plastics, encourage
recyclable plastics usage and changing the combinations of packaging for the products and services
delivered. The targeted segments consist of parents and children to promote healthy consuming
behaviours and make then knowledgeable about recycling too. All these campaigns and products could be
successful considering the sustainable position that has been hold by Nestle within the competitive
business environment (Czinkota and Ronkainen 2013).

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Activity 5
There are various demographic trends nowadays that have influenced the creation of better
scopes and opportunities for the management of international marketing. This is mainly one for the
purpose of global expansion and attracts both existing and new clients to generate higher business revenue
and allow the companies to attain competitive advantage in business as well. It has increased the scopes
for working age population to carry out the roles and responsibilities properly, furthermore ensure meeting
the demands of people and the trends in the future days to come as well. There are different types of
demographic trends including the demand trends, supply trends and various other external factor
associated with the management of international marketing. In order to manage the demand trends, the
increased number of customers should be managed properly and his could be done by shifting the
demographics in the world. With the digital consumers going global, there has been modernisation of
international marketing techniques, which has further assisted in global expansion with much ease and
effectiveness (Morschett, Schramm-Klein and Zentes 2015). The countries that have been developing or
are developed have experienced aging process through with the reduced demographic transition, the
international marketing opportunities have excelled. Based on the demand trends, it could be understood
that more and more customers are arising and it has increased the demands for products and services too.
There are people from different geographic locations and due to this, digital consumers have increased,
which has enabled the companies to go global and focus on expansion of trade relations to deliver value in
the different market segments. In the supply trends, the costs incurred while putting volatile inputs are
considered and even the lack of labour supply has been identified while the external factors included the
tax rules and increased trade protectionism (Cohn and Caumont 2016).
With the increasing global economy, the companies have strived to become more productive
and thus the demographic trends have facilitated the international marketing through management of

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trends including the development of regional trade activities along with the creation of wealth and higher
purchasing power established among the consumer. The advancement of technology and communication
has further assisted in conducting the international marketing activities, further helped in coping up with
the geographic trends and ensured that the companies gain global recognition. This has not only created
convenience for the organisations to operate internationally, but also increase the effectiveness of
international marketing considering the recent trends and global competition within the marketplace
(nestle.com.au 2018). Few of the industries that have been benefited from the ageing baby boomers
include Nestle, Apple, Nike, etc.
Conclusion
The report was prepared to discuss about the two activities including the assessment of
Australian Nestlé’s website to determine the latest news and information about the promotional campaigns
managed by the company. Nestle aimed at targeting the market segments consisting of the parents and
even the children to promote healthier eating habits along with the management of recycling approaches
to keep the environment safe and healthy. The second activity was chosen here to determine the impact of
worldwide demographic trends on the creation of scopes for international marketing. The major
companies that were benefited with the functioning of the baby boomers included Nestle, Nike, Apple,
etc.

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References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Cohn, D. and Caumont, A.N.D.R.E.A., 2016. 10 demographic trends that are shaping the US and the
world. Pew Research Center.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.
Hill, T., 2017. Manufacturing strategy: the strategic management of the manufacturing function.
Macmillan International Higher Education.
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and tools.
Springer.
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international management (pp. 978-
3658078836). Springer.
nestle.com.au. (2018). Home. [online] Available at: https://www.nestle.com.au/ [Accessed 6 Sep.
2018].
Westwood, J., 2013. How to write a marketing plan. Kogan Page Publishers.