Integrated Marketing Communications for Nestle's Organic Chocolate

This report provides a comprehensive analysis of Nestle's marketing strategies for the launch of its organic chocolate product. It begins with an introduction emphasizing the importance of marketing communications in building brand awareness and image. The report is divided into three parts, the first part focuses on designing and managing integrated marketing communications, highlighting the role of communication channels and the significance of a hybrid marketing system. The second part delves into the management of mass communications, discussing its role in establishing business relationships and the application of mass media channels like television, radio, and social media. The third part presents an integrated marketing communications matrix, outlining various communication channels such as advertising, events, and sales promotions, and identifying possible media sources including social media platforms. The report also addresses product and pricing strategies, distribution, and competitive pricing policies, offering a complete overview of the marketing plan.

Running head: MARKETING
Integrated Marketing Communications
Name of the student
Name of the university
Author Note:

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Table of Contents
Part 1..........................................................................................................................................3
Designing and Managing Integrated Marketing Communications............................................3
Introduction............................................................................................................................3
Role of Marketing Communications......................................................................................3
References..................................................................................................................................5
Part 2..........................................................................................................................................6
Management of Mass Communications.....................................................................................6
Mass Communications...........................................................................................................6
Management of Mass Communication by Nestle..................................................................6
References..................................................................................................................................8
Part 3..........................................................................................................................................9
Integrated Marketing Communications Matrix......................................................................9
Possible Media Sources..........................................................................................................9
References................................................................................................................................10

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Part 1
Designing and Managing Integrated Marketing Communications
Introduction
The improvement of brand image and brand awareness is one of the most important
strategy that needs to be undertaken by the management of the business organizations.
Communication forms an important aspect in such a case as because communication is the
only source of spreading the awareness about the brand in the most effective manner (Batra
and Keller 2016). The establishment of a communication channel in the most efficient
manner can help in the success of the business and makes the most of the organization
accordingly. Thus it can be said that communication forms an important perspective of the
management of the different marketing activities needed to effectively implement the
business strategies. Nestle which has plans for the launch of an organic chocolate has to thus
select an efficient strategy based on the needs of the market to approach the customers in the
best manner possible (Li Zhang and Yang 2018). The major aim of Nestle is to emphasize on
the geographic and demographic factors for the classification of their new organic chocolate.
The targeting strategy thus can help to manage the business of the organization in the most
effective and efficient manner.
Role of Marketing Communications
The marketing communications are generally carried on by the management of the
business operations in order to inform and persuade the consumers about the products and
brands that are produced and sold by the enterprises (Porcu et al. 2019). The marketing
communication process can be carried on by means of a number of different sources. This
includes the likes of Advertising, Sales promotion, events and experiences, direct marketing,
selling through personalized and professional means and many more as such.

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The management of Nestle will need to implement a popular and easily accessible
strategy that can help the organization to ensure business success. The implementation of the
efficient marketing channels can help Nestle to gain a strategic focus and also ensure a
lifetime profitability for the Nestle brand of Organic Chocolates. The management of the
company uses a Hybrid marketing system or a multi-channel distribution system which helps
them to increase their presence in the market (Porcu et al. 2019). Apart from ensuring a much
better and organized presence in the market, the hybrid marketing system also helps the
company to lower its channel cost and customize the selling of the organization in a
systematic manner. Some of the major strategies that the management of Nestle has planned
in this regards includes the inclusion of the marketing with the social media channels of the
company. The use of the social media channels helps the enterprise to reach out to a great
number of people (Salo 2017). The launch of online promotional campaigns for the organic
chocolate can help the organization to make the product a profitable one in the market.

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References
Batra, R. and Keller, K.L., 2016. Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), pp.122-145.
Porcu, L., del Barrio-García, S., Alcántara-Pilar, J.M. and Crespo-Almendros, E., 2019.
Analyzing the influence of firm-wide integrated marketing communication on market
performance in the hospitality industry. International Journal of Hospitality
Management, 80, pp.13-24.

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Part 2
Management of Mass Communications
Mass Communications
Mass Communications is one of the most widely used source of business
organization. It plays an important role in the establishment of business relationship in the
market (Deepak and Jeyakumar 2019). A business is unable to establish itself in the market
without the implementation of the mass communication policies. Mass communication in
business helps the organization to support the management in the most efficient manner. The
management of the business needs to coordinate the mass communication activities in the
most efficient manner to ensure the success of the business in a proper and effective manner
(Percy 2016). According to, Natalicchio et al. (2017) the mass communication channel
comprises of different sources like that of radio, television, print as well as internet.
Communication through these mass media channels can help to coordinate the activities of
the organization an d present the final product to the customers in a systematic manner.
Management of Mass Communication by Nestle
The launch of the organic chocolate by Nestle is no easy process. It will involve a
large investment of time, finance and energy from the employees involved. The process is
large as because the company wants to ensure the creation of the best product in order to
make the customers happy. The management of Nestle can use the Mass Communication in
the most effective manner in order to present the product to the consumers in a large number
of ways. The use of the mass media can help the organization to gin strong publicity for
business goods and can also help Nestle to compete in the health chocolate segment category
in the global market. The mass media can provide the perfect platform to Nestle in order to
spread out their message related to the healthy contents of their new product and create a

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market for the chocolate accordingly. Some of the major usages of the mass media channels
are;
a. Television and Radio- The use of television and radio can help Nestle to reach out to
a large sector of population.
b. Social Media- Social Media is the most important form of mass media channels that
can help Nestle reach out to almost a large portion of the targeted population. The use
of social media advertisements can help to gain major success for the business.
c. Mobile Applications- Use of mobile based applications and advertisements in
different online platforms can also act as a source of Mass media communication.

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References
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Li, T., Zhang, X. and Yang, K., 2018. The dilemma of implementation of Integrated
marketing communication.;
Natalicchio, A., Ardito, L., Savino, T. and Albino, V., 2017. Managing knowledge assets for
open innovation: a systematic literature review. Journal of Knowledge Management.
Percy, L., 2016. Strategic advertising management. Oxford University Press.

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Part 3
Integrated Marketing Communications Matrix
The integration of the marketing communications through the use of the social media
is the plan of Nestle in order to develop their base market for the organic chocolate
(Lamberton and Stephen 2016). The marketing communications generally depends on the
marketing communication matrix that is based on a number of marketing aspects of Nestle.
Some of the major communication channels that can be included in the matrix includes;
a. Advertising- The advertising of Nestle Organic Chocolate through the use of the
social media channels (Salo 2017). The advertising will contain all the details
regarding the product and its uses to health.
b. Events- The organization of launch events and using the help of social media to
record the live launch of the product can be one of the most important business events
of the business organization (Glucksman 2017).
c. Sales promotion- The sales promotion of the organic chocolate can be organized
through attractively designed social media product campaigns (Valos et al. 2016).
This kind of sales promotion can help the organization to gain business success in the
most efficient process.
Possible Media Sources
The possible media sources will be basically the likes of Social media applications
like Facebook, twitter and the television. The social media is one of the most important
sources of media communication as it provides a wide range of reach for the organic
chocolate (Liu and Lopez 2016).

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References
Glucksman, M., 2017. The rise of social media influencer marketing on lifestyle branding: A
case study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2),
pp.77-87.
Lamberton, C. and Stephen, A.T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing, 80(6), pp.146-172.
Liu, Y. and Lopez, R.A., 2016. The impact of social media conversations on consumer brand
choices. Marketing Letters, 27(1), pp.1-13.
Salo, J., 2017. Social media research in the industrial marketing field: Review of literature
and future research directions. Industrial Marketing Management, 66, pp.115-129.
Valos, M.J., Habibi, F.H., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016. Exploring
the integration of social media within integrated marketing communication
frameworks. Marketing Intelligence & Planning.