Analysis of Nestle's Marketing Campaigns and Demographic Impact

This report analyzes Nestle's marketing campaigns, focusing on initiatives in Australia and Africa. It examines the 'Healthy Active Kids' campaign, Nestle's support for indigenous girls' education, and its efforts to promote sustainable development in Africa. The report also explores worldwide demographic trends and their impact on international marketing, including supply and demand trends, and external factors. It highlights industries, such as automobiles, technology, food, and healthcare, that are poised to benefit from the aging baby boomer population. The analysis draws on various sources to provide insights into Nestle's strategies and the broader market landscape.

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Activity 1
The provided Nestle website shows that the company engages in more promotional
campaigns in Australia compared to its new-product launch. For instance, the ‘Healthy
Active Kids’ campaign that was launched on 3 July 2016 was properly executed (Media
2016). This promotion targeted the Australian parents who needed to enlighten their children
about the significance of healthy eating. Before launching this campaign, the company had
conducted a survey to help it understand and estimate it targeted audience and their diet.
According to the study, the company observed that many parents were concerned about their
children’s balanced diet. Nestle thus promoted and encouraged the Australian parents to
cook. This campaign is effective, and the company needs to invest it to increase the
awareness level. The company stands to benefit by building its brand recognition in
children’s hearts because schools find an opportunity to win prizes like The Kitchen Kart
(Media 2016). With incidences of obesity increasing, many parents will use the campaign to
instill the culture of healthy eating in their kids. In fact, by promoting cooking, the parents
will cut the costs of health care that is eating into their disposable income.
The Swiss Multinational Company is also offering extra support to the needy
members of the society, especially the indigenous girls. In fact, it is funding their education.
The campaign to support the girl child targets the educational segment. Although this funding
program has been in place for years, it has now reached many secondary schools across the
country. Nonetheless, the company focuses on helping the indigenous girls to complete their
education at secondary levels (Media 2016). The campaign is a significant breakthrough for
Nestle, as it helps the firm to build a strong brand in the marketplace. Since Nestle is
collaborating with various Australian authorities and government, it can actualize this
campaign successfully. This is because; most of these secondary schools are serving the
families and the community. As a result, the company stands to benefit from this great
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development because the community and families will view it as a friend and a socially
responsible corporation (Media 2016). Given its unique and calculated strategies, the
company’s campaign will offer it a lasting benefit commercially.
According to the website, the third campaign focuses on the African continent. Nestle
has organized a strategic meeting with stakeholders to address and discuss the challenges
affecting the continent (Media 2016). Through this campaign, Nestle is demonstrating that it
ready to promote better nutrition and sustainable development in Africa. Based on the
rationale of this campaign, the possibility of success is inevitable because it intends to
address the fabrics of the African problem. For instance, investing in sustainable development
is a timely call that everyone in the African continent aspires. The Swiss Multinational
Corporation believes that the achievement of this objective will promote its brand across the
African continent (Media 2016). Therefore, Nestle has identified the best market segment to
serve because the success of its efforts will promote its image in the society.
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Activity 2
How worldwide demographic trends are offering opportunities for international
marketing
The world experiences a demographic transition today, as different countries are at
unique stages of the demographic trend (NationalSeniors 2016). For instance, the advanced
economies are reporting an aging process that is unique while the developing nations are
preparing for this experience. Studies have indicated that developing countries are facing a
reduced demographic transition because of the increasing working-age population (Lam and
Leibbrandt 2013). Important, the most common demographic trends evident in the modern
world include supply trends, demand trends, and external factors. Without a doubt, the trends
have had an impact on the international marketing performance (Chatterjee, et al. 2010). The
demand trends have become evident due to the emergence of new consumers in the world
that require global products and services. Interestingly, the world is has reported a shifting
demographic demand because people no longer stay a single location. The digital consumers
have also increased due to new technologies (Chatterjee, et al. 2010). With modernization
and trade expansion, the segment value has increased.
The supply trend is evident because of the escalating volatile input costs. Indeed, even
the scarcity of labor has defined the supply trends across the world including the emerging
markets (Badkar 2014). Studies have also identified the external factors affecting the
demographic trends, such as increasing trade protectionism and tax regimes (Chatterjee, et al.
2010). With the growth in the global economy, many companies want to remain efficient and
productive. Unfortunately, the demographic trends seemed to have affected their international
business operations. For companies to compete in the global market, it requires strong
marketing strategies. Some of the trends the firms have to consider are the developed regional
trading blocs and advanced developed wealth in advanced nations. These trends have
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introduced evolutionary markets like Malaysia, China, India, Australia, and Hungary and
increased purchasing power (Ghauri and Cateora 2011). The presence of advanced
technology enhancing communication and transportation is a trend.
These trends, especially the global geographic have proved beneficial to the
international organizations and marketing because every company considers the global
recognition (Lam and Leibbrandt 2013). To this effect, the organizations remain prepared to
compete. For instance, companies that have failed to operate globally have found it hard to
compete in the market, especially following the economic changes in many countries (Ghauri
and Cateora 2011). Despite the competition and trends, it is evident that international market
is growing at an unprecedented rate.
Industries set to benefits from the aging baby boomers
The baby boomers stand to benefit various industries including automobiles like
Toyota, and technology and communication industry including Apple (Ghauri and Cateora
2011). This generation will also benefit wears industries like Nike, food industry like Nestle,
and the sports industry (Sightings 2011). The baby boomers will invest in home needs
industries that can keep them warm and guarantee them comfort (MediaCenter 2014). The
pharmaceutical industry stands to benefit significantly from baby boomers because they need
medications and rigorous preventive care services (ABCNews 2015). With their demand for
physical fitness activities increasing, they would boost the Pilates and Yoga Studios industry.
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