Nestle Company: Integrated Marketing Communication Plan Analysis

This report provides a comprehensive analysis of Nestle's integrated marketing communication (IMC) plan, focusing on the company's strategy for its chocolate products. The report begins with an executive summary and introduction, followed by an in-depth segment analysis, identifying target demographics and psychographics. It outlines communication objectives, including brand awareness, service promotion, and influencing consumer attitudes, alongside alternative creative advertising styles. A detailed media plan is presented, covering print media, radio, television, billboards, and internet advertising, with budget considerations. The evaluation section assesses the effectiveness of these strategies. The report emphasizes the importance of IMC in enhancing brand image, customer satisfaction, and overall market share. It discusses pricing strategies and the use of celebrity endorsements, concluding with a review of key findings and recommendations. References support the analysis, providing insights into marketing communication theories and practices.

Running Head: Marketing communication
Marketing Communication

Marketing Communication
Contents
Executive Summary.....................................................................................................................................2
Introduction.................................................................................................................................................2
Segment Analysis.........................................................................................................................................3
Communication Objectives..........................................................................................................................4
Alternative styles of creative advertising.....................................................................................................5
Media Plan...................................................................................................................................................5
Media selection.......................................................................................................................................5
Evaluation....................................................................................................................................................7
Conclusion...................................................................................................................................................7
References...................................................................................................................................................9
Executive Summary
This project is about the IMC plan of the nestle company. It consist all the promotional tools that
are used by the company. In this plan different sales and promotion techniques are used for

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enhancing the image of the company products in the mind of the customers. The company
which is taken into consideration is Nestle. The Integrated marketing plan will be discussed by
considering this company. The product is chocolate which is launched under the nestle company.
Introduction
The report is about IMC used by the Nestle Company. It consist all the tools that are used by the
company for marketing communication. Nestle is considered as great supplier of the food and
drink products. There are a wide range of products like Chocolates, Coffees, milk products and
all the flavors of noodles. There is a wide range of hot and cold drinks, ice cream and various
bakery items. Nestle brand consist of kit- Kat, crunch and Nescafe. The company has launched a
joint venture in more than 80 countries. The market of Nestle was enhanced in 1906 and it served
many sale agent and retailers. The head office of the company is situated in Sydney which
become the headquarter for Oceania region of Australia and New Zealand. The company is
renowned for the foods and drinks. It also deals with health and in nutrition. There are various
products that are offered to the customers. The company gives main focus on enhancing the level
of satisfaction of the customers. Nestle company provides god quality products that enhances the
nutrition and health benefits in many countries. Integrated marketing communication refers to a
holistic approach to marketing communication. The company takes into consideration integrated
marketing communication programs by using all the elements like product, price, promotion and
place. The company is launching a new Nescafe in the market. Nestle require the strategy to
take into consideration in the developed areas.
The main objective of the company is to give better quality to the customers as compared to the
competitors. The company focuses on enhancing the goodwill of the products in the mid of the
customers.

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Segment Analysis
It is seen that the chocolate is something which is loved by every person. The main target is done
on the children and teenagers. The chocolates are of wide range which to suit the different
market segments. There are varieties of chocolates that are introduced in the market. The
segmentation is done by dividing on the basis of customer expectations:
1) Demographic segmentation: The Company segments their product which is concerned
with the generations. For chocolates the company should give focus on the teenagers and
children. The chocolates are more loved by the teenagers. The company should also take
into consideration the user’s occupation.
2) Psychographic Segmentation: The plan should include this segmentation in which the
consumption pattern should give direct emphasis on the teenagers and their pattern of
consumption. By giving direct emphasis it will help the company to attain the goals and
objectives in effective manner. The company should give focus on the chocolates for
those who want loves and enjoy chocolate (Shockley-Zalabak, 2014).
3) Behavioral Segmentation: The Company should introduce the chocolates that are for
different occasions. The company should offer attractive packages that can be offered by
the customers according to the occasions. The protein chocolates should be introduced by
the company so that the people who are concerned with their health can consume it in
effective manner. The consumer now a days purchase the products according the mood
and occasions. So chocolate is the best product which is offered to the consumers. The
company should introduce chocolates that can be consumed by the consumers by taking
into consideration the mood or the special occasions (Vinhas,Sa and Heide, 2014).
Communication Objectives
Advertising is an essential part of the organization. Without advertising no organization can
attain the goals and objectives in effective manner. Advertising enhances and helps the
organization in expansion. There are four objectives that should be implemented in effective
manner.
A.) Brand awareness: The Company should try to promote its product in effective manner.
Brand awareness helps the organization to attain the goals and objectives of the

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organization in effective manner. The company has a competition with Cadbury Kraft
and mars in many low markets. The company should focus to enhance the integrity of the
brand. The proper market research should be conducted so that the company can launch
effective products in the market, according to the needs and wants of the consumers. The
brand should give focus to make the consumer energized and enlightened. Nestle should
focus on the competitive prices and also on the innovative products that launches a spark
from the consumers. Nestle should give main focus on satisfying the needs of their
consumers. The promotion plan of the company should take into consideration huge
campaigns that make aware to the consumer about the products that are available in the
market (Peck, Christopher, Clark and Payne, 2013).
B.) Promote services and knowledge of the company: The Company should take into
consideration to promote the services in effective manner. The promotion of the goods and
services can be by giving advertisement in the newspaper, magazines and television. It is
very essential to give the knowledge of the company products to the consumer, and then only
they will feel induced and purchase the product of the company. If the consumers have the
proper knowledge of the product then it can be very beneficial for the company to attain the
profitability of the organization. The consumer should be made aware about the product and
it can be only done by giving advertisement or discounts on the product. To promote the
product the company should take into consideration the celebrity that induces the customers
to purchase an item (Orel and Kara, 2014).
C.) Influence Interest or the consumer attitudes: It is very essential to influence the customers to
buy a product. The interest of the consumer can be influenced or the consumer can be
attracted if the company provided benefits to the company. Nestle should give benefits to the
consumers. The samples should be provided so that the consumers get to know about the
product that is new to the company. The company should also take into consideration the
attitude of the consumers. The consumer’s mindset can be changed if the company maintains
the good image in the market (Luxton, Reid and Mavondo, 2015).
D.) Developing the image of the product: The Company should consider the reviews which are
given by the customers. If the reviews are in negative way, then the company should take
corrective steps so that the company can effectively achieve the expansion. The image plays
an important role in enhancing the profitability. Nestle should try to develop the image in the

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market, so that the profitability can be easily attained. The image of the product can only be
enhanced if the company is providing quality services to its customers. So nestle should give
main emphasis on enhancing the quality and also on enhancing the level of satisfaction of the
consumers. The design of the product should give emphasis according to the need of the
customers. The chocolates are of varieties, the company should focus on research and
development of the products (Payaud, 2014).
E.) Pricing strategies: The Company should classify its chocolates and the pricing should be
done according to the competitors, so that the consumers get attracted towards the product. If
the prices are high then the consumer will not be able to buy products. The company should
introduce the chocolates that be purchased by everyone. Small chocolates should also be
introduced in the market, so that lower class income group can purchase it (Hollensen, 2015).
Alternative styles of creative advertising
The company should take into consideration creative advertising as it enhances the growth of
the business. The competitors are taking into consideration many creative strategies that
attract the consumer interest and induce them to purchase a product. The company should
take into consideration attractive jingles which attract the interest of the consumer towards
the product. The best strategy that should be adopted by the company is unique selling
proposition. This strategy is the most popular and best strategy because it induced customers
to feel that they want the product. When the product is introduced in the market then this
strategy is used to differentiate the product from its competitors who belongs from the same
or similar category. It gives uniqueness to the product and it gives benefit to the company for
the long term. If the product is not so unique, then also it creative and positive image in the
mind of the consumer. Nestle should take into consideration to make the product popular in
the market. It enhances the personality of the product and it is considered as it is the easiest
way to advertise by using celebrity endorsement (Moura, Branco and Camoesas, 2015).
To make the business decision. It should be seen that it is cost effective or not. There are
many organizations that have a high ethical standard and have a range of policies on the
websites that assist the claims. The communication objectives consist of many ethical issues.
The company should focus that they do not use the same which the other company already have;

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it can cause a serious issue. There should be proper strategies which should be consider by the
company, so that the goals and objectives can be easily attained (Krafft, Mantrala, Sotgiu and
Tillmanns, 2015).
Media Plan
The main objective of this program is to enhance the overall share of the market of chocolates.
To attain this company’s chocolates should be used as gateway product which introduces the
consumers to a big brand family. The company for promoting chocolates in the market can take
into consideration various media like print media through which the company can easily reach a
large number of people in effective manner.
Budget consideration: Based on the research it is seen that the company spend approximately 2
crore in advertising the product. The budget for the chocolate is very essential as it represent the
growing area of the revenue.
Media selection
Print media: By advertising about the product in the magazines, newspaper the company can
attract a large number of audiences. The advertisement can be given in the newspaper or
magazines which are used to remind the people about the product. It also induces customer to
buy the product, through which the profit can be attained by the organization. Print media is a
famous media that should be considered by the company, so that promotion of the product can be
done effectively. In the newspaper like Hindustan times the advertisement should be given.
Radio and television: Next is through television or by radio the company can promote its
products. The advertisement should be given on hourly basis as the listeners or the watchers see
the advertisement every time. It a great opportunity for the consumers who are not able to read
the magazines or the newspaper.
Bill boards: The other media plan which can be considered by the person is through the bill
boards. For advertisement the company should use the bill boards, so that it can remind people
about the product and also by this people get induced to buy a product.
Internet advertising: This type of advertising can be considered by the company, as it is
beneficial for the organization to attain its goals in effective manner. There should be

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advertisements on the entertainment sites of the consumers, advertisements on the music sites
and also on the high trafficked portals (Qiao, Zhang, Wei and Chen, 2017).
The main advantage of internet communication is that it is directed towards the target market.
The customers, who are willing to purchase an item, will search about the product on website
and can easily attain the knowledge about the product. It is the best technique that is used to
attract more and more customers towards the product. The main advantage for the company is
that it is renowned and famous, so people get attracted towards it easily. Chocolate is a product
which is loved by everyone or by every age of people. It induces teenagers to buy and gift it on
special occasions (Wenger, 2014).To attract more customers the company should design
attractive packaging which induces customers to buy a product (Dabholkar, 2015).
The key goals of the plan are measurable in terms of sales targets. It consists of unit of
chocolates generated by the campaign, the chocolates sales for the campaign period and the web
traffic and by analyzing the website. The progress can be measured by analyzing the monthly
basis and adjustments that are made to execute the program. To communicate for a long term is a
crucial decision for the success of chocolates.
Figure 1

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In the figure 1 the total market is targeted and the proportion is clearly stated. Nestle should take
into consideration effective strategies through which the goals and objectives of the company can
be attained and through which the company can also conduct its expansion in the market.
Evaluation
After implementing the IMC plan the evaluation will be made by considering the performance of
the company to measure the results that are expected with the actual results. The assessment
should be made that the company that the plan is able to build a strong image of the product in
the market. There are different kinds of surveys that are conducted by the expertise to monitor
the impact on IMC on the mind of consumers and on the market. By considering all the
information it is seen that IMC is a very important aspect in introducing the product in the
market. To attain the good market position it is taken into consideration. The tools of IMC Like
advertisements, direct marketing are very essential and it assist the company to attain the goals
and objectives of the company in effective manner. The strong position is made in the mind of
consumers. There are various methods or the techniques which provides the path for fulfilling
the goals and objectives. By taking into consideration various tools the customer can be
convinced easily and they are attracted towards the product. The outcome of all this is that it
generates lot of revenues.
Conclusion
As a conclusion, it is seen that the company can attain the good market position and can promote
its products in effective manner. The company should give main focus on the tools like
advertising; direct marketing that will enhance the business and give the success can be attained
in effective manner. The Strategy that is adopted by the company will help the company to
gather more customers or the audiences towards the product. Internet will also enhance the
awareness of the consumer and will induce the customer to buy the product. The message is clear
and effective when it shows the end of the creative advertising approach by showing the liking
for the chocolates.

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References
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participation. In Proceedings of the 1990 academy of marketing science (AMS) annual
conference (pp. 483-487). Springer, Cham.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Krafft, M., Goetz, O., Mantrala, M., Sotgiu, F. and Tillmanns, S., 2015. The evolution of
marketing channel research domains and methodologies: an integrative review and future
directions. Journal of Retailing, 91(4), pp.569-585.

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Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Moura, A., Branco, M. and Camoesas, M., 2015, June. NESTLÉ, a global firm and its customer
relationships. In IMC 2015 International Management Conference 26th June 2015 (p. 96).
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Payaud, M.A., 2014. Marketing strategies at the bottom of the pyramid: Examples from Nestle,
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63.
Peck, H., Christopher, M., Clark, M. and Payne, A., 2013. Relationship marketing. Taylor &
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Qiao, D., Zhang, J., Wei, Q. and Chen, G., 2017. Finding competitive keywords from query logs
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Sa Vinhas, A. and Heide, J.B., 2014. Forms of competition and outcomes in dual distribution
channels: The distributor’s perspective. Marketing Science, 34(1), pp.160-175.
Shockley-Zalabak, P., 2014. Fundamentals of organizational communication. Pearson.
Wenger, E., 2014. Artificial intelligence and tutoring systems: computational and cognitive
approaches to the communication of knowledge. Morgan Kaufmann.