Nestle Marketing Communication Plan: Strategy and Implementation

This report provides a comprehensive marketing communication plan for Nestle, focusing on cause marketing to support homeless individuals and enhance brand value. It identifies the target audience and stakeholders, establishes SMART objectives, and conducts a brand audit to assess market position. The plan details market segmentation strategies, brand positioning tactics, and an integrated marketing strategy utilizing the 7Ps of marketing mix. The implementation proposal outlines key steps, including goal definition, research, risk assessment, milestone scheduling, responsibility assignment, and resource allocation. The report emphasizes the importance of marketing communication for competitive advantage and customer satisfaction, highlighting Nestle's commitment to social responsibility and effective brand promotion. Desklib offers more solved assignments and past papers for students.

Marketing
Communications Plan

Table of Contents
INTRODUCTION......................................................................................................................3
New Marketing Communication Plan of Nestle........................................................................3
Cause marketing.....................................................................................................................3
Target audience and the stakeholders which are affected......................................................3
SMART MC Plan...................................................................................................................4
Brand Audit............................................................................................................................4
Rationale for the cause of raising donation for homeless......................................................4
Market Segmentation.............................................................................................................4
Brand Positioning...................................................................................................................5
Integrated Marketing Strategy................................................................................................5
Implementation proposal........................................................................................................6
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................8

INTRODUCTION
Marketing plays important role in present situation. As through this the company can
inform the target customers about its new launch. It helps organisations to make strategic
plan to grow their brand and its value. To expand any business marketing is must as it
increases customer base and spread awareness about the products. Nestle is one of the largest
company of food and beverages. Its main aim is to serve good food for good life. It is present
across the world. Its purpose is to help the homeless people by donations. Its main motive is
to inspire people for healthy lives. This report will focus on the marketing communication
plan for promoting the brand. Analysing the target audience and set clear objectives to
achieve goals. The report will further talk about the marketing communication strategies that
are to be used by Nestle.
New Marketing Communication Plan of Nestle
Cause marketing
It refers to the social campaigns done by the brands to influence the audience. The
main social cause of the brand is to help the needy people who are homeless. In this it aims is
to provide shelter to the people by organising various campaigns. Increase the quality of
products by using optimal resources (Tairova, Giyazova and Dustova, 2020). Its another
cause is providing employment to the backward class people.
Target audience and the stakeholders which are affected
The target audience of Nestle is all age groups but mainly it focus on the age group of
above 13 years as it provides healthy products. And specially the age group is more addicted
to the coffee. The stakeholders of the company are consumers, shareholders and government
(Muhammedrisaevna, Bayazovna and Kakhramonovna, 2020). As nowadays customers are
very well aware and have knowledge regarding the products they are buying. As they are
more into health and fitness so they prefer healthy products with highly good ingredients and
good for environment.
To grow the brand value customer satisfaction is important. In the constantly evolving
environment the needs of customer are to be paid heed. The shareholders are also effected by
the campaigns done by the company. As through this the wealth of shareholders is impacted.
Government also affect the business as laws and regulations are to be kept to grow the
business (Rossiter, Percy and Bergkvist, 2018). As government shows more interest in public
well being which is to be considered by any organisation.

SMART MC Plan
SMART stands for specific, measurable, actionable, relevant and time bound. Nestle
focuses on this while making marketing objectives. As marketing communication should be
for specific target customers. As it focus on defined target customers. It even take action to
improve the performance and provide relevant information (Intezar, 2017). The objectives are
measurable and are based on time as targets when achieved on time is helpful for the
company.
Brand Audit
It is done by the company to evaluate its brand value and position in the market. How
the customer recognises the brand and whether it is competitive in the market. Through audit
it help to review and improve the performance of the brand. It can be external or internal
which is elucidated below:
Internal brand audit- In this the staff, managers and other members are examined. The
company’s core value and culture is considered.
External brand audit- The brand’s position in the marketplace is checked. The strength,
weakness, opportunities and threats are considered. So that due to this the company can work
on its brand to strengthen it.
Nestle does brand audit so that it can analyse its brand value. Due to this the culture of the
company can be checked its vision is known (Hewett and Lemon, 2019). It work on its
opportunities to earn more revenue and expand its business.
Rationale for the cause of raising donation for homeless
Nestle main aim is to do campaigns to raise donation and aware the people to help the
needy person. It raise awareness among its employees as well as outsiders. By doing various
campaigns and encourage them to be responsible. As homelessness is present in the society
and is a global problem. As due to this the nutrient intake of the homeless people is affected
badly. Due to this many deaths are increased. The company do campaigns through social
media and advertising to aware the people. And spend the donation amount on the basic
needs of the homeless people. From the part of its sales it contribute certain amount for the
needy. It provides free food.
Market Segmentation
Nestle uses flexible market segment strategy. There are different strategies like
companies offer wide range of products based on geographic areas it uses segmentation
according to different cities and countries (Smith and Zook, 2019). As there are variety of
healthy and nutrition products based on demographic segment different companies focuses on

all age people. Apart from all this Nestle focus on mass market as its target audiences are all
age group.
Brand Positioning
Effective branding helps the customer to know the brand. As it plays important role
for the company to be recognised by the customer. The customer identifies the brand by its
identity. Due to this competition has increased in the market. As each company wants its
brand logo to get identified by its customer easily. It helps to differentiate the products and
for new entrants difficult to get new position in the market. Nestle uses very attractive and
decent brand position on its boxes as well has introduced its own coffee mugs. (Eagle and
et.al., 2020). Which gets easy for the customer to identify the products. In fact on the sachets
the branding is done by the company.
On the package itself the ingredients are mentioned which help the customer to make
decision. Whether it would be healthy or not depending on that the customer purchase it. All
the taglines and flavour name is mentioned on the boxes. Which influence the buyer and if
the packing is attractive then the customers buys the product.
Integrated Marketing Strategy
Business use different marketing strategies to reach out to the consumers. And in turn
influencing them to buy the product. Through this with limited resources company can have
great opportunities to increase its sales.
Nestle use 7Ps of marketing mix which are as follows:
Product- In this the company offers the product depending on the needs of the customers. As
to grow in long run it is important to satisfy the customer needs. Based on the marketplace
the product is offered to the customer.
Price- As based on the customer satisfaction the prices are paid by them. Nestle keep
reasonable prices for its products so more customers can be targeted. To increase market
share and customer base it is to be decided wisely (Quarcoopome, 2017). It is changed based
on the market changes. It plays important role in decision of the customers. As customers are
willing to pay price equal to the satisfaction and not more than that.
Promotion- In this the company uses various methods to promote and sell its products. Nestle
use advertising and promotion through online platforms. It help to reach the products
globally. It leads to higher sales and more profit margin.
Place- It is where the product or service is sold to the customer. Based on the place the right
decision of purchase can be made by the customer. Nestle have various warehouse so that the
products can be delivered at the earliest to the customers.

Packaging- In todays era it plays a high role. As more the attractive the packaging more it
will influence the buyer to purchase the product. Nestle makes its product packaging unique.
Which help the customer to easily identify the brand. It help in increasing the value of the
brand.
Positioning- It refers to the description of the product that explains the target audience. The
company uses it to make sure that all the communication regarding the product is effectively
reached.
People- Ultimately the main focus should be the people who purchase the product. As people
are very knowledgeable so the company should think about this. To attract the target
customer it is must to know the perspective of the people (González, Camarero and
Cabezudo, 2021). Nestle make decision as if it would be a customer what would its thinking
before purchasing the product.
Implementation proposal
The implementation plan of Nestle is as follows:
Goals are to be defined- In this it is to determined by the company what to achieve. What
this project is aiming to achieve and objectives of the company. Nestle make goals based on
the target market. As without goals plans cannot be made by the company. When there are
goals then the company work towards it to achieve it.
Research is to be conducted- Research is to be conducted by the company so that idea of
project goals can be achieved. Nestle does research by conducting surveys, interviews and
many more. Through this many things are made clear in regard of the customer. With the
help of research new decisions can be taken regarding the products. The customers needs are
known by the companies which help to satisfy its needs.
Risks associated to the goals- Risk associated to the brand is to be taken into consideration.
Nestle uses SWOT analyse to identify its weakness and opportunities (Thurber, Buchwitz and
Rock, 2022). So that it can work on them and be proactive to prevent the risks. In this it may
even adjust or rethink about its initial goals or objectives. As the opportunities which are
available in the market can be used as a strength to grow.
Schedule milestones- It is important to have milestones as it helps to track the progress. It
help the company to analyse how far it have come and where it have to reach. It help to be
clear about the goals and tasks which are to be achieved. When the milestones are achieved
employees are given incentives to motivate them to work more hard towards the ultimate
goal. As celebration of milestone motivates the employee as they are part of the company’s
success.

Assigning responsibilities and tasks- Based on the objectives different roles are assigned to
the team members. By assigning responsibilities the performance can be measured and all the
members are held accountable. Through this objective of Nestle can be achieved. It help the
company to be effective. The employee is accountable for its own mistakes. Due to
delegation of tasks the employees get specialised in their work. Which help to perform the
task in cost effective manner and increases the profit margin.
Allocation resources- When resources are allocated between the members or departments
then it reduces the risk. As due to this resources are optimally utilized by the members. As if
they are not allocated then the company may even run out of resources (Duffett, 2017). So,
allocating the resources before, help to use them completely without wastage. Otherwise the
resources which are not allocated then unnecessary use will be made. Allocation reduces the
department conflicts regarding the resources required by them.
CONCLUSION
In this report it can be concluded that marketing communication is must to survive in
the competitive market. The cause marketing help the company to increase its customer base
due to various campaigns which aware the customers. With the help of this it can be seen that
the company beside earning profit also wants to satisfy its employees. The target audience of
Nestle is mainly the middle aged people as they are more into coffee and health conscious.
The SMART marketing communication plan help the company to achieve relevant goals on
time. Through market segmentation it can be analysed that it focuses on entire market base.
Nestle uses best brand positioning to achieve its brand value. Through this the customer base
and revenue has increased of the company. Due to branding and packaging the customers are
influenced to purchase more product. The marketing mix help the company to discuss the
business decision based on the 7 Ps.

REFERENCES
Books and Journals
Tairova, M.S.M., Giyazova, N.B. and Dustova, A.K., 2020. Goal and objectives of integrated
marketing communications. Economics. (2). pp.5-7.
Muhammedrisaevna, T.M.S., Bayazovna, G.N. and Kakhramonovna, D.A., 2020. Goal and
objectives of integrated marketing communications. Economics. (2 (45)). pp.5-7.
Rossiter, J.R., Percy, L. and Bergkvist, L., 2018. Marketing communications: Objectives,
strategy, tactics. Sage.
Intezar, M.T., 2017. Marketing communications in 21st century: trends &
strategies. Humanities and Social Sciences Letters. 5(2). pp.36-42.
Hewett, K. and Lemon, L.L., 2019. A process view of the role of integrated marketing
communications during brand crises. Qualitative Market Research: An International
Journal.
Smith, P.R. and Zook, Z., 2019. Marketing communications: Integrating online and offline,
customer engagement and digital technologies. Kogan Page Publishers.
Eagle, L. and et.al., 2020. Marketing communications. Routledge.
Quarcoopome, N.A., 2017. A marketing communications plan to increase brand aAwareness
of Accents & Art.
González, I.O., Camarero, C. and Cabezudo, R.S.J., 2021. SOS to my followers! The role of
marketing communications in reinforcing online travel community value during times
of crisis. Tourism Management Perspectives. 39. p.100843.
Thurber, W., Buchwitz, L. and Rock, R., 2022. A Modular, HyFlex Course in Digital Media
and Marketing Communications.
Duffett, R.G., 2017. Influence of social media marketing communications on young
consumers’ attitudes. Young Consumers. 18(1). pp.19-39.