Corporate Communication Strategies: A Case Study of Nestle

This report provides a comprehensive analysis of Nestle's corporate communication strategies, examining the purpose of corporate communication, its link to business goals, and the relationship between corporate branding and communication. It includes a discussion of internal and external audits, exploring the effectiveness of current communication levels and planning for future strategies. The report delves into Nestle's communication efforts, including advertisements, media relations, and digital content, while considering the company's global presence and diverse product offerings. It also analyzes how Nestle's communication activities align with its mission, vision, and organizational objectives, emphasizing the role of communication in building brand trust and engaging with stakeholders. The report further discusses the importance of labeling and direct marketing in Nestle's communication approach.

COMMUNICATION CORPORATE
STRATEGIES

Contents
Introduction...........................................................................................................................................2
Discussion of purpose of the corporate communication........................................................................2
Evaluation of method how corporate communication linked to the company goals..............................3
Analyse relationship between corporate branding and corporate communication.................................6
Conduction of internal audit of corporate communication.....................................................................9
Critically examine the effectiveness of the current level.....................................................................12
Planning of the goals of corporate communication strategy................................................................13
Selection of audience to influence complying with the corporate communication strategy.................14
Planning of the appropriate measures in order to examine strategies of planned corporate
communication....................................................................................................................................15
Conclusion...........................................................................................................................................15
References...........................................................................................................................................17

Introduction
This report brings out a discussion on corporate communication that has emerged as the main
strategy factor depending on communication strategy of Nestle. Company communication
has initiated to make sense where the public relation has transformed in the gathering several
specialised area of communication relation tying it to joint applicable structure promoting the
company in an effective way. Corporate communication is a considerable function in relation
to internal and external announcement with an aim to fulfil overall resolve to establish and
maintain the necessary reputation (Kim, Krishna, and Dhanesh, 2019). This report studies the
role of procedure of the corporate communication of Nestle by conducting the
communication audit with the company`s culture and communication process. The report will
discuss regarding the purpose and the goal of conducting a corporate communication in
Nestle. Further, it will discuss and analyse the relationship between company branding and
corporate communication. A conduction of internal audit of corporate communication will
take place (Kim, Krishna, and Dhanesh, 2019). It will discuss regarding the planning of the
appropriate procedures to examine planned business communication strategy. It will critically
examine the effectiveness of the current level of the business communication taken place
(Seele, and Lock, 2015).
Discussion of purpose of the corporate communication
Development and sustainability rest on on integrity, association, and the emphasis allocated
by employee in order to support business. Communication is an active tool of management,
which links all the employees to conduct a related positive direction and integrity. The
communication efforts deliver vibrant and concise memorandum. With the help of planned
messages included in organisational procedure where the communication can supportively
manage the culture of the company and create impulsion to undertake job in a different way

(Cetthakrikul, Phulkerd, Jaichuen, Sacks, and Tangcharoensathien, 2019). When the
employee implement same level of reference, announcement strategies has solid holding
towards the culture. Corporate communication strategy symbolises the promotion of effective
commercial customs to maintain sound identity, skilled and suitable relations with the help of
communication channels for the accountable ways to communicate in various situations. An
actual strategy has established on the basis of corporate level strategies and goals. It is the
way to communicate the appropriate messages to the investors. It guides and affects the
framework of message strategies to companies especially among the main stakeholders in
order to achieve company`s corporate objectives (Kim, Krishna, and Dhanesh, 2019).
Nestle has remained as one of the globe`s largest food manufacturing organisation
headquartered in Switzerland. The organisation has decided to grow and expand the
operations with the help of upgrading the products that has been offered. The main products
offered to the customers are condensed milk and other milk products for the kids. The
company has marked its presence in nearly 86 countries in the global world with the
employees of 280000 people (Waddock, 2017). The company renowned as one of the leading
nutritious organisation that promises good health with good taste. The company aims to offer
many nutritious products ranging from milk products, beverages, and food products. The
company has started developing a recognisable value and trust so that it could create a
sustainable value to the shareholders, operations, and communities. The communication
strategies, which are taken into consideration, are advertisements, posters, hoardings,
banners, design pages, orkut, and Facebook. The communication strategy is diverse as Nestle
operates the business all over the world (Waddock, 2017).
Assessment of method how corporate communication linked to the business goals
The company has to align the company communication goals. For most of the organisation,
the crucial achievement is to become a maximum profit generation entity by retaining the

existing customers. Strategy is openly linked to inclusive business objectives. The
organisation brand name depends on how effectively organisation communicate to the
general public and internal stakeholders. The communication approach of the company
perform a significant role in attaining the business goals. Communication can turn the trick
where there are lot of participants who draw attention for any set of the customers.
The main purpose of implementing and executing strategies in the multi-purpose company
such as Nestle in order to enhance the business performance. It simply look after the
procedure and the range of options available to achieve the given objectives with maximum
priority to enhance corporate performance. The corporate communication team plays a
significant role in dynamic strength at the core of Nestle (Kraak, Patiño, and Sacks, 2019).
The company works with the great cooperation with all the functions and the related
departments in order to bring a fair view to the stakeholders and challenge itself to construct a
hopeful strategy to shape the organisation’s engagement procedure. This team will help to
achieve business goals by creating and developing the executive proactive internal as well as
external communication engagement programmes (Kraak, Patiño, and Sacks, 2019). This will
provide strategic planning in order to ensure credible and consistent communications, which
has to be delivered to other audiences with the help of strong communication professionals in
the near world. The activities target a broad range of audience that includes media,
international companies, employees, wider public, main opinion leaders, wider public, and
NGOs. Some of the crucial examples lead to communication expertise, which can be either
local or international such as media relations, public relations, corporate content,
digitalisation, and corporate industry affairs (Cetthakrikul, Phulkerd, Jaichuen, Sacks, and
Tangcharoensathien, 2019).
Media relations- it acts as the opinion of the organisation to free standing, which is
accountable for the contacts on online, print media, and broadcast. Advertisement in

Newspaper is a next method of communication through which an organisation can refer to
articles in the advertisement in newspaper. For instance- entry of Maggi in its new way and
style. Most commonly, eth kind of Maggies is a vegetarian type of food added with the boiled
vegetables such as tomatoes. Boiled vegetable, peas, with boiled potatoes. Whereas the new
Maggie was the non-vegetarian Maggi. The entire and special taste looked in a different way
so in the best way target audience can be informed.
Advertisement to the people- it is important to advertisements to the younger generation, as it
should not reduce the acquired confidence of the parties. The advertisement should be in such
a way that it leads to customer commitment in relation to the communication of the ethical
standards. The further advertisement conducted by the Nestle company in the name of the
younger generation should remain stable and pays does attention.
Corporate content- it leads to management of corporate websites and social media channels
so that it could reach millions of the customers, stakeholders, and online influencers. It is
important to focus on employee engagement.
Public Affairs- It covers Nestlé’s relationships with both internal and external relationships
with the stakeholders aiming to ensure the policy of development, which is responsive to the
societal change.
Corporate industry Affairs- It takes in charge of matching, aligning, and coordinating the
Nestle involvement in relation to the external industry complying with the trade companies
with a vision to empower, strengthen the positions, and affect the current and other
sustainable industry agenda. It will lead to promotion and contribution to industry dialogue in
order to collaborate in regards to develop and implement relevant to voluntary non-
competitive several practises and other standards so that it can enrich and create shopper`s
value in the whole market.

Analyse relationship between corporate branding and corporate communication
It has been analysed that mission, vision, and organisational objectives related to
communication activities in association with the corporate branding will be highlighted
below-
Children`s policy- From this policy, it can be seen that `s company bind the company to take
such steps that hampers the lives of the children. The marketing strategy if using the children
to prevents the get the kids ruined (Akter, Wamba, Gunasekaran, Dubey, and Childe, 2016).
The strategy was just to fulfil needs of the parents that are curious regarding the addiction of
the product shows the responsibility headed for the customer`s younger generation (Wijaya,
2015).
As Nestle wants to win the trust of the customers with the usage of communication activities.
Certain advertisements had to print in posters, hoardings, newspaper were placed to attract
the new customers. The packaging utilised by the company has been outperforming the
competitors, as it is quite informative in its nature (Akter, Wamba, Gunasekaran, Dubey, and
Childe, 2016). The packaging objects used by the Nestle is nearly eco-friendly and further
portrays several types of information through price of the particular commodity, net weight,
commodity price, its usage, and benefits (Wijaya, 2015). The company subscribes different
types of rules and regulations, which would help to communicate to the customers in a
defined way. The main idea is to grab the attention of the children with the assistance of other
healthy advertisements spread on television, radio with the other means of communication
(Lopez, and Monfort, 2017). Nestle has been using several types of opportunities so that it
can make sure regarding the target audience complying with the health professionals that
remained educated. This will lead to assist the customers to make the purchase worthwhile
for the growing infants. TV commercials will be the main promoter of the company. With the
help of advertisements that intends to build stronger relationships. Most of the competitive

organisation has stronger influence in its advertisements and so as its customers (Chen,
Bowen, Baesecke, Zerfass, and Boyd, 2018).
Sales promotion- In order to promote the Coca-Cola sales when the consumer purchases
a particular product by buying a certain product that can lead to winning of the prize. Coca-
Cola is pepsi, cocoa-cola, frooti, slice and other packaged competitive packaging to cover the
same level of PR depending and centre of attention that are on nature an protection.
Nestle promotes its products through direct marketing and tools. The company can look after
most needed and produce OASIS because they use the relation with different as messages in
order to bring in the radio city to promote and measure how business communications are
linked to the business objectives products for promotions.
Word of mouth- everyone appreciates the usage of quality of the product that comes over the
rule of beverages, Coca-Cola as it comes first when dominating the children’s market and
other products related to milk. By enabling with the effective communication strategy, the
company communicates the main key customer effectively to enhance the objectivity, which
it intends to.
Labelling has remained one of the essential element in providing proper communication with
the customers in regards to the products offered to the target audience. The company has
labelled all the necessary products as per the guideline of the daily amount. This is relevant to
the information in regards to the products placed among the packets that will assist the
customers to select from the several choices. The company has been listed as one of the
crucial companies to keep GDA labelling on the product packets. This will elaborate fats,
calories, saturates, salt and sugar content that can be used when production occur for the
particular products.

The relationship can be more focused when it is identified through branding. Corporate
branding is an organisational tool where there is an effective application of aspects of the
communication framework that can central to accomplish the business`s objectives. Branding
can help the manager to examine the communication strategy so that it can shape up the
company`s image in such a optimistic way.
Creating difference and adding value-, branding enables to promote the product in a different
manner where the effective branding can help to find and identify the market for the products.
This hard and typical branding can make the products unique leading it to the main choices
when buying the products. Different portfolio of Nestle with differentiated products ranging
from all the perspectives such as brand components such as taste, colouring, and bottling. For
this related reason, customers do not get confused with the one other products leading the
company to attain the corporate goals.
It is quite public that the registered products can earn more as compared to other non-
branded, which can add value to the organisation promoting the product by the company in
the same manner.
Interacting with the people- communicating with the appropriate listeners is an important
element for all the types companies surviving on the basis of view point of customers.
Branding of certain items could make proper relationships where the customer purchase the
products. Nestle often tend to hold a particular group of people or the target audience as these
people are loyal to the brand.
Link between the strategies- There is a huge interrelationship among all the Nestle units and
branded ones, which is quite important. In the corporate strategy, there is a link between the
corporate goal and the advertisement as it lead to customer satisfaction when it was
published. Corporate strategy is a broad concept where the viability actually depends. In this

discussion, it is seen that branding is an effective tool, which allow companies to accomplish
corporate goals.
Conduction of internal audit of corporate communication
Although, it is significant to understand communication inspection and audit is not any new
perception that was recognized by the scholars. With the means to understand to analyse the
particular flat of correctness through the method of communication in particular business.
However, it has become proper research method of analysing the communication
classification of the corporation. Earlier, communication audit is well defined; as it is one of
the crucial to grasp some, significant the basic conjectural foundations where the actual
communication audit can be used. As per the , internal audit of communication allows to
remain sustainable and get the chance to develop in such a way where the information
necessitates for the actions in order to address the point such as clarity, competence, and
suitability of the intra organisational communication (Madan, Agrawal, and Matta, 2018).
According to Banghart, and Stohl, (2018), it provides a centre of attention structural issues
and at the same time add the concept of unstable environment conditions. There is an
evaluation of existing communication patterns in order to assess and examine how they will
be able to meet the current needs of the company, as it will interact within the altering
environment. The communication audit can be easily defined as assessment procedure, which
can give fair situational study of the positions in the organisational communication with an
aim to give proper information regarding the crucial communication issues (Madan, Agrawal,
and Matta, 2018).
Direct planning on the basis of internal and external corporate communication review
procedure. It has been preferred that communication expert prefer a communication style
auditing in order to analyse the effectiveness of communication process and strategies. A
communication audit is most likely to prescribe further details in regards to precise arena of

the communication procedure. A person has to consider proper details to bear in mind
regarding risk bearing, which affect the audit procedure (Madan, Agrawal, and Matta, 2018).
Ensuring the monetary prosperity- Auditing is only a job rather it is other way out to build
proper strategy. Much of the cost incurred in the whole assessment such as Fax cost, travel
cost, telephone bill, and stationary cost (Rückeshäuser, 2017). Certain related cost can be
examined with the experience of the communication auditor. A budget has been constructed
before the communication audit has been conducted. A budget should be prepared to conduct
communication audit and at the same time, this budget should be prepared and approved by
responsible person. The nature of the communication report is not always perfect practised in
many of the organisations. The nature of the report indicates that a company wants to look
after the overall communication process. A report shall be written, oral, or estimation based
(Ward, 2016). Clarification of the auditor`s and client`s relationship as it is one of the
important act that affect the auditor`s report. This relationship between auditors and clients
indicate the crucial communication flow between the auditors and clients (Rückeshäuser,
2017). The connection clearly need to focus before the time, as they are to get support from
management after accomplishing the work analysis and other evolution of the report by the
management can be ultimately crucial (Ward, 2016).
Determination of the goal and focal area lays out communication audit, as it not only focus
on weaknesses and strengths of the communication plan and procedure but also at the same
time it focuses on entire communication process (Rückeshäuser, 2017). It is needed to
determine some of the focal area, which is needed to examine. A vast area cannot be properly
organised by the single reporting. Therefore, conducting the audit is important to focus on
specific area (Banghart, and Stohl, 2018).

Auditing is a type of research and proper assessment techniques. Regular research techniques
and tools have been used to be as reliable type of auditing communication. The techniques
are questionnaire, interviews, focus group discussion, observation, content analysis, critical
incident analysis, and network analysis. Most of the audits have been conducted with a long-
term idea, as it is tough to coordinate between the processes. A targeting checklist can be
easily found against the time and it should maintain properly at the particular time or it is
clearly seen that the report can become obsolete (Cheng, 2016).
Planning regarding the communication audit targets a particular type of steps in regards to the
successful accomplishment. Auditors and management are needed to realise the importance
and focus some of the important techniques of the audit reporting. It should not try to rush or
crash over the planning stage. There is proper balanced planning stage, which can lead to
communication audits in a successful manner (Pearson, 2017).
The main aim of the internal communication auditing is to identify the facts and look inside
of the organisation. Nestle is a renowned expanded through Swiss company to the level of
global brand. The company has several offices in nearly more than 80 countries. The
portfolio of the company consists of food and beverages such as milk, ice cream, coffee,
beverages, petcare, bottled water, culinary products, confectionary, cereals and breakfast
(Keyes, 2016). The well-known brands are maggie, Purina, Nestle itself, Nestea and Buitoni
with huge employee base who are engaged through a work process in order to understand the
inner communication strategy of the company where an crucial and rigorous internal
communication audit is quite necessary (Mendelová, and Zaušková, 2015).
A series of interview in front of senior managers, different unit staff, and communication
executives had taken into the internal auditing. This investigation reveals that employee often
thinks of the communication strategy. For other external goals to find the factual interviews