Developing a Marketing Communication Plan: Nestle Australia

This report provides a comprehensive analysis of Nestle's marketing communication plan and strategies within the Australian market. It begins with an overview of Nestle, followed by internal and external environmental analyses using SWOT and PESTEL frameworks. The report examines Nestle's communication mix, target audience, and communication objectives, detailing the marketing tactics employed in Australia. It assesses the effectiveness of Nestle's communication mix and explores creative strategies. The report concludes with recommendations for enhancing Nestle's overall marketing effectiveness. Desklib offers a variety of similar solved assignments and past papers for students.

Running head: MARKETING COMMUNICTAION OF NESTLE
Marketing Communication of Nestle
Name of the Student
Name of the University
Author note

1MARKETING COMMUNICTAION OF NESTLE
Executive Summary
The report has helped in the overall analysis of the different marketing communication
objectives of Nestle in the market of Australia. The different kinds of analysis regarding the
external and internal environment have been provided on the basis of Australian market
which has been helpful in managing the different operations in an effective manner.
Furthermore, the different types of aspects which as the effectiveness of the communication
mix of Nestle has been analyzed which helped in managing the different operations in an
efficient manner. Lastly, the different recommendations have been provided which helped
and assisted in managing the overall effectiveness of Nestle.

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Table of Contents
Introduction................................................................................................................................3
Overview of Nestle....................................................................................................................3
Internal and External Environmental Analysis of Nestle...........................................................4
Internal Environmental Analysis............................................................................................4
External Environmental Analysis..........................................................................................6
Communication Mix Used by Nestle in Australia.....................................................................8
Target Audience.........................................................................................................................9
Communication Objectives of Nestle in Australian market......................................................9
Marketing Tactics of Nestle in Australian market...................................................................10
Effectiveness of Communication Mix of Nestle......................................................................11
Creative Strategies of Nestle in Australia................................................................................12
Communication Ideas for Nestle..............................................................................................12
Recommendations....................................................................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................15

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Introduction
The report helps in analysis of the marketing communication plan and strategies for
Nestle in the Australian market. The report will be discussing about the integrated marketing
communication plan of the organization which basically manufacturers the food products for
the children in the entire competitive market.
The communication objective of Nestle will be analysed with the proper
implementation of the different marketing tactics and the type of media which is being used
for understanding the position of Nestle in the overall competitive kind of market. The
communication mix of Nestle along with creative strategies are required to be analysed which
will be helpful for understanding the media plan which will be applicable for Nestle in
becoming successful in the Australian market.
Overview of Nestle
Nestle is one of the Swiss transnational drinks and food company which is being
headquartered in Switzerland. This is one of the largest companies in the world which can be
measured by the different revenues and other metrics since the year 2014. The company was
founded in the year 1866 wherein Henri Nestle was the founder of the company.
Furthermore, the areas which is being served by Nestle is worldwide along with number of
employees working in the organization is 323000 (Nestle.com.au 2018).
The revenue which has been earned by the company is 89.791 billion till the year
2017 and the total assets of the company is 7.538 million till the year 2017. The main aim and
purpose of Nestle is focusing on creating sustainable value among the different customers
along with stakeholders in the market in an efficient manner. The company is trying to
provide the different food products for the different kids as the organization have to properly

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develop the different kinds of strategies which is helpful for the success of the firm in a
positive manner.
Internal and External Environmental Analysis of Nestle
Internal Environmental Analysis
With the help of the SWOT analysis, proper analysis can be done in order to analyse
the different kinds of strengths, weaknesses, opportunities and threats which can be faced by
the Nestle in the Australian market.
Strengths
The extensive distribution system is the first strength as the diversified product
portfolio of Nestle has been successful in penetrating rural along with urban markets in
Australian economy. The distribution methods along with decentralization in the supply chain
which is inclusive of the mobile street vendors along with door to door distributors has
helped the company in making the different products visible in the Australian market
(Andrews and Shimp 2017).
Figure 1: Categories of Products of Nestle

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Source:
Nestle have the world’s largest food along with nutrition research organization
which is the other strength wherein more than 5000 individuals are involved in the R&D
along with the different corporate ventures with the different universities and there are more
than 21 research centres globally. The broad portfolio of the different products of Nestle is
inclusive of different ranges and varieties which is inclusive of different breakfast food,
cereals along with sauces.
Weaknesses
The different kinds of consumer and legal issues are the major issue which has been
faced by Nestle in Australia wherein there are different kinds of controversies over the
different years as the baby formula products of Nestle and chocolate price fixing which has
been of negative word of mouth.
The structure of the brand under the same umbrella group which will be managing
the large number of different individual brands which can create conflict of interest among
the different individuals. This is the other negative issue of Nestle which has affected the
brand image of Nestle in an ineffective manner (Schivinski and Dabrowski 2016).
Opportunities
Strategic alliances of Nestle is engaged in different kinds of partnerships with
different major companies such as Coca-Cola which can be creating different kinds of
opportunities for the organization. This is one of the main shareholders of L’Oréal which is
the largest cosmetics. This will be helpful in managing the overall competitiveness of Nestle
and this can help in gaining competitive advantage.

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Expansion of the entire market is the other opportunity for Nestle in the Australian
market as there will be penetration of more in the rural areas in the robust kind of supply
chain which will be beneficial for the success of organization.
Threats
There is huge competition in the market which can be a huge threat for Nestle as
there are different local brands in the Australian market. In order to differentiate their
products in the market, this will be a huge threat for development of the brand image of
Nestle in a negative manner (Risselada, Verhoef and Bijmolt 2014).
The price of the commodities is the other threat in which increase in the price of the
different commodities will increase the price and this will result in decrease in sales along
with margins in a negative manner (Belch et al. 2014).
External Environmental Analysis
With the help of PESTEL analysis, the different kinds of external environmental
threats are required to be analysed in an appropriate manner which will be providing huge
view on the different factors such as:
Political factors are the first aspect in which this can be seen Nestle serves in several
countries, wherein Australia is one of them. The political environment can be one huge issue
for Nestle in the Australian market as there are different kinds of taxes and regulations which
can affect the overall productivity of the firm in a negative manner (Balmer 2017). Nestle
should consider changing global regulations which are required to be adopted by the
company in a negative manner (Petersen, Kushwaha and Kumar 2015).
Economic factors are the other aspect in which Economy of Australia differs from
other countries and there are different economic policies for the targeted segments. In

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Australian market, this can be analysed that the buying and purchasing power of the
individuals is high and there are different income level individuals which will be beneficial
for the success of the organization in a positive manner (Baker 2014).
Social factors are the different shared beliefs along with different business operations
which will be successful for analysing the different business operations. Nestle tries to
consider the different kinds of social perspective wherein they tried in considering the good
reputation of the overall understanding along with evaluation of behaviour of the different
customers in order to sustain the quality (Blakeman 2018).
Technological factors are the providing the different opportunities for development
of the different new products or the improvement of the existing ones. Nestle needs to follow
maxim in order to accelerate the growth of innovation in the Australian market which will be
helpful for meeting the standards by installing the contemporary plants which will be
beneficial for the success of the organization in an efficient aspect (Andrews and Shimp
2017).
Legal factors are the ones which is a weak point for Nestle Company as there are
different kinds of rules and regulations for the different employees and there will be produce
the hygiene and safety laws for the customers. Nestle needs to focus more on the operating in
the different regions of the world (Foley 2017).
Environmental Factors are the last aspect in which the Nestle needs to focus on the
different rules and regulations which will be helpful in producing healthy food along with
environmentally friendly operations. The different kinds of aspects related to the CSR
activities which will be helpful in managing the different kinds of issues in an effective
manner (Valos et al. 2016).

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Communication Mix Used by Nestle in Australia
There are different kinds of media which can be useful for promoting the Nestle in
Australia which is inclusive of the following:
Online media is the one of promotional strategy which can be used for the promotion
of the products through proper online marketing. The online marketing is the effective tool of
marketing which is being used by Nestle in the market of Australia in the present time
(Mikeska et al. 2017). Social Media is very popular tool which can be used by Nestle as the
communication tool to become more effective in their approach of selling their products in
the Australian market. It is assumed that more than 55% will be used in Facebook and the
usage of the Email marketing can be used in the campaign in the market of Australia which
will be helpful for the successful communication plan of Nestle (Stokes and Turri 2015).
Distribution of the information is the other aspect of the media tools which can be
used by Nestle in the Australian market which will be beneficial for the overall success of the
organization in an efficient manner. Social Media methods are effective on the different
customers; however, the above process is costly in nature as well (Bacile, Ye and Swilley
2014). The respective method is useful for Nestle in connecting with the customers in the
Australian market by putting different hoardings and posters on the busiest roads of Australia.
This will be helpful in maintaining and grasping the attention of the different customers in the
market (Parente and Strausbaugh-Hutchinson 2014).
Events is the other aspect in which this will be organized in order to capture the entire
market. With the help of events, this can be analysed and identified that as Nestle is one of
the leading food company in the market of Australia. The events can be conducted in

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different crowded malls along with places and this will be helpful in understanding the
different needs and requirements of the customers (Wijaya 2015).
Target Audience
The main target audience of Nestle will be the different children from the age group
of 12 and the reason for targeting the different individuals who are the children who will be
the future of the Australian society (Fill and Turnbull 2016). Nestle tries to focus mainly on
earning the trust of the different individuals and the main focus is on creation of sustainable
value among the different customers (Singhal and Brown 2018). This helped in creating
suitability for the different stakeholders, business operations along with marketing strategies.
The company helps in providing the different kinds of food products for the various kids as
the organization will be developing effective strategies of communication for the success of
the different products (Quirke 2017).
Communication Objectives of Nestle in Australian market
There are different communication objectives in order to attract the customers for the
different communication objectives by the organization. There are different kinds of
advertisements which can be used in the communication plan such as posters, hoardings and
the newspaper which would be placed in order to attract the customers of Nestle. With the
help of this, the different packaging materials will be eco-friendly in nature which would be
applied by the organization (Lovelock and Patterson 2015).
Nestle has covered most portions of the Australian market for the success of the
different products by developing the effective kinds of communication objectives and
strategies which will be improving their brand image in Australia. The different

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communication objectives of Nestle which can be adopted by them in the Australian market
are as follows:
 To inform the target audience regarding the nutritional value of the different products
which will be helpful in improving their brand image in the market (Lagat and
Frankwick 2015)
 To assist them in making the purchasing decisions of the customers easier in nature
which will be beneficial for the overall success of the firm (Luxton, Reid and
Mavondo 2015)
 To encourage the liking for the different products of the company over those of the
different competitors in the market which will be helpful in engaging themselves in
intensive kind of marketing objectives (Finne and Grönroos 2017)
 To reassure the customers along with reinforcing the particular kind of desirable kind
of buying behaviour of the individuals through proper integration of consumption of
the different kinds of analysis of the lifestyle of the individuals in an effective manner
 To create a lead in sales of Nestle company with the implementation of the push
strategy wherein the company will be directing their marketing initiatives through
distributors along with wholesalers.
Marketing Tactics of Nestle in Australian market
Products are the first aspect in which Nestle needs to include the different kinds of
beverages such as Nescafe and this will be cash cow for Nestle. The different kinds of milk
products which are different kinds of milk related products will be beneficial for the overall
success of Nestle in the Australian market. There can be different introduction of the Nestle
products such as chocolates which will be helpful in gaining competitive advantage in the
market of Australia.

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Price is the other aspect in which Nestle will be applying the price skimming strategy
which will be beneficial for the company as the lower prices of the different products in the
Australian market will be beneficial for the overall success of the organization in a positive
manner. This will allow the customers to switch their brands and gain more competitive
advantage in the market.
Place is the other aspect in which Nestle can follow the FMCG strategy of the
distribution which is involving the breaking bulk and this will be beneficial for the overall
success of the organization in an effective manner. This respective tactic will be helpful for
Nestle in positioning their brand in Australian market and gain competitive advantage
effectively.
Promotion is the aspect in which the different kinds of advertising tactics can be used
in order to improve their brand awareness in the market. With the different advertising
strategies, this will be helpful for increasing the sales promotion and this will recall the brand
value as well (Rossiter, Percy and Bergkvist 2018).
Effectiveness of Communication Mix of Nestle
The communication mix is effective in nature which can be used by the different
organizations in order to measure the effectiveness of the advertisement along with
evaluation of extent which will be helpful in communicating with the advertisement. The
different effectiveness of the communication mix of Nestle is inclusive of the following:
 Messaging the different audiences from the advertisement which will be helpful in
sharing the exact kind of message. With the help of the advertisements, this will be
unique and impactful for the making of communication and connectivity with the
different customers.