Nestle Australia Marketing Systems and Social Marketing Analysis

This report examines the marketing systems employed by Nestle Australia, specifically focusing on their Milo Cricket program and its role in community engagement. The report begins with an introduction outlining the scope of the analysis, followed by a literature review that explores contempora...Read More

Running head: MARKETING SYSTEMS
Marketing Systems
Name of student
Name of University
Author note

1
MARKETING SYSTEMS
Table of Contents
Introduction......................................................................................................................................3
Step 1: Literature review.................................................................................................................3
Step 2: Event sequencing map (ESM).............................................................................................4
Step 3: Constructing theoretical framework in Popplet...................................................................6
Step 4: Explain and justify theoretical framework..........................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

2
MARKETING SYSTEMS
Introduction
The report is prepared to discuss about the marketing systems and hot it has benefited the
business organizations like Nestle in Australia to enable higher level of community engagement.
The topic will illustrate about the contemporary theories and how these have been related to the
local and international marketing strategies of Nestle, Australia. The report will focus on the two
major marketing systems including the specialization and openness to creativity and innovation.
A brief literature review will be provided along with the justification of various market systems
with the use of Event sequencing map or ESM. The company enabled Milo cricket programs to
promote the sports and arouse interest among the children to get involved too (nestle.com.au
2018).
Step 1: Literature review
From the video, it could be understood that the marketing systems managed by
organizations have helped in promoting cricket sports among the children and it has facilitated
the interaction with the children and parents with similar kinds of interests in sports activities.
The play activities not only boosted the level of confidence among the young individuals but also
engaged their parents to take part in the sports event, which facilitated the communication
process, team working and sportsmanship. The market system of specialization helped in
improving the production process and created scopes for obtaining higher efficiency and ability
to analyze the market conditions (Armstrong et al. 2015). To create a positive brand image
among the customers present in the different market segments, companies managed to integrate
the marketing systems into the sports activities to enhance the level of interest among the
customers and influenced their buying behaviors too. The specialization of marketing systems

3
MARKETING SYSTEMS
had helped in focusing on the production of limited scopes of products and services and entered
the new market segments with ease and effectiveness. The microeconomics department was
assigned with the roles and responsibilities of analyzing the market and delivering products and
services accordingly (Conejo and Wooliscroft 2015).
The organization aimed to engage the community for developing long lasting
relationships and achieve a shared vision or objective that could benefit the community as well
as the organization itself. It could enable changes in the static methods of marketing and
influence the changes in behavior and attitudes of the people who would likely participate in the
sports activities arranged by Milo Cricket. Marketing systems were used for delivering a social
purpose messages and create positive mindsets among the audiences (Kent and Tabor 2014). The
marketing systems’ management could bring more money for the business as well as strengthen
relationships with the customers for ensuring community engagement and furthermore meet the
needs and expectations of the customers in the market.
Step 2: Event sequencing map (ESM)
Link of the video https://www.youtube.com/watch?v=RTpaOCbgYIA
Time 3.33 minutes
Description The video promoted the Milo T20 blast cricket
matches and even made sure to engage people from
the community altogether to enjoy the sports. The
children were provided with scopes to watch their
favorite stars play the matches and even met them.
The sportsmanship, teamwork and communication

4
MARKETING SYSTEMS
were few of the major aspects that had been
fostered through the marketing technique, as it
could be seen from the video (Cata, Patel and
Sakaguchi 2013). The children also got chances to
play few cricket matches, which improved their
confidence level and enhanced their interest level
for the sports.
Relevant theory The social marketing theory was considered here as
suitable because it improved the skills, knowledge
and expertise of the workers to achieve social
changes. The marketing concepts and techniques
were integrated with the various other approaches
to engage the community and benefit both the
individuals and community members for the greater
social good (Mittelstaedt et al. 2015). It also created
social awareness and made the children and their
parents aware of the cricket sports and maintaining
teamwork and sportsmanship too.

5
MARKETING SYSTEMS
Step 3: Constructing theoretical framework in Popplet
Step 4: Explain and justify theoretical framework
The social marketing theory allowed to raise social awareness among the children and
even engaged their parents to raise their self-confidence in taking part in the sports event. The
Junior Cricket Club President and other community members played major roles in delivering
social messages not only to make the children gain interest in the sports, but also understand the
importance of sportsmanship, teamwork and communicating with the other team members. By
engaging the community people, their skills and knowledge improved for fielding, batting and
bowling (Burchell, Rettie and Patel 2013). It created an action packed atmosphere and they could
even play on the favorite grounds where they watched their favorite sports person playing. One
of the most effective results could be the community engagement, where the parents were also
encouraged to take part in the sports activities with their children and make them feel interested.
With the support of the Junior Cricket division individuals and their parents, the children would

6
MARKETING SYSTEMS
likely gain positive messages and understand the significance of maintaining good
sportsmanship, team working and better communication process (Zainuddin, Russell-Bennett
and Previte 2013). The social marketing theory enabled integrating the marketing ideas and
concepts with the other marketing systems and approaches to bring social change, spread
positive messages and information about the importance of sports activities, and learn to become
responsible persons in the future as well. The theoretical framework could also influence the
behaviors of individuals and benefit them, which would further result in creating social good.
Milo Cricket focused on bringing social changes and creating awareness among the children to
engage in sports and at the same time, present a positive mindset about the brand. The main goal
or objective could be to promote good sportsmanship, team working, coordination and
communicating efficiently, furthermore deliver competition sensitive and segmented social
change programs (nestle.com.au 2018). These programs should be focused on maintaining
effectiveness in terms of business functions and maintaining sustainability too at Nestle,
Australia.
Conclusion
The report was prepared to discuss the marketing systems of Nestle, Australia
considering its management of Milo cricket programs to engage children in the sports activities.
A literature review was presented to focus on the use of the programs for spreading social
messages while the Event sequencing map helped to analyze the video and evaluated the
information presented in it and also how could it be beneficial for engaging the community
altogether. Lastly, the social marketing theory was considered as useful or promoting social
messages for social good and creating positive impacts on the brand image too.

7
MARKETING SYSTEMS
References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Burchell, K., Rettie, R. and Patel, K., 2013. Marketing social norms: social marketing and the
‘social norm approach’. Journal of Consumer Behaviour, 12(1), pp.1-9.
Cata, T., Patel, P.S. and Sakaguchi, T., 2013. QR code: A new opportunity for effective mobile
marketing. Journal of Mobile Technologies, Knowledge and Society, 2013, p.1.
Conejo, F. and Wooliscroft, B., 2015. Brands defined as semiotic marketing systems. Journal of
Macromarketing, 35(3), pp.287-301.
Kent, J.K. and Tabor, T.A., UNIGLASS LLC, 2014. Automotive diagnostics and marketing
systems and methods. U.S. Patent Application 13/589,014.
Mittelstaedt, J.D., Kilbourne, W.E. and Shultz II, C.J., 2015. Macromarketing approaches to
thought development in positive marketing: Two perspectives on a research agenda for positive
marketing scholars. Journal of Business Research, 68(12), pp.2513-2516. Burchell, K., Rettie, R.
and Patel, K., 2013. Marketing social norms: social marketing and the ‘social norm
approach’. Journal of Consumer Behaviour, 12(1), pp.1-9.
nestle.com.au. (2018). Home. [online] Available at: https://www.nestle.com.au/ [Accessed 30
Apr. 2018].
Zainuddin, N., Russell-Bennett, R. and Previte, J., 2013. The value of health and wellbeing: an
empirical model of value creation in social marketing. European Journal of Marketing, 47(9),
pp.1504-1524.

8
MARKETING SYSTEMS