Analysis of Nestle's Marketing Communication in the UK Market

This report provides a comprehensive analysis of Nestle's marketing communication strategies within the UK market. It begins with an introduction to marketing communication, defining its importance and outlining the various channels employed by Nestle, such as marketing campaigns, mass media, mobile applications, online media, and direct marketing. The report then delves into an evaluation of Nestle's marketing communication framework, including context analysis, promotional goals, corporate goals, marketing goals, and promotional strategies. Furthermore, it examines the digital marketing communication strategies of Cadbury, a key competitor, and assesses their impact. The analysis covers various aspects of digital marketing, including the tools and techniques used to create awareness and build public relations. The report concludes by summarizing the key findings and offering insights into the effectiveness of Nestle's marketing efforts in the UK market, and how these strategies compare to their competitors.

Marketing Communications
Table of Contents

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
Analysis and evaluation of the marketing communication of chosen company for the UK
market..........................................................................................................................................4
TASK 2............................................................................................................................................8
Analysis of the digital marketing communication strategies of the selected competitors..........8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing communication mentions to the process of communicating and interacting the
people and consumers with the product and services of the company. For this the organization
use different communication channels and ways like promotion, sales promotion, events and
experiences, public abstraction and publicity, direct marketing, word of mouth marketing, person
selling and others. It can be an activity of creating awareness about the goods and services of the
organisation so that customers of the company aware with the existing products and new
products of the firm. Marketing communication is beneficial to the company because it assists to
determination merchandise, services and thoughts from manufactures to end users and builds or
keeps relationships with the target audiences prospect and other crucial stakeholders in the
organisation (Andrews and Shimp, 2017). This assignment is supported on Nestle which is a
Swiss transnational food and drink processing company and founded by Henrie Nestle in 1866
and headquartered in Vevey, Vaud, Switzerland. This company operate its business internally
with the help of different products like baby food, coffee, dairy products, confectionery,
chocolates,pet food etc. This report will discuss about the marketing communication of the
company for the UK market in terms of extent to which they are integrated. Further, will explain
about the digital marketing communication strategies of the competitor of the selected company
and impact of it which has had on its success over the last five years.
TASK 1
Analysis and evaluation of the marketing communication of chosen company for the UK market
Overview of the organisation
Nestle is a Swiss international company which operate its business internally with the
help of number of customers like milk products and baby food, cookie dough, Maggi noodles,
breakfast cereals, bottled water, ice cream, pet foods and others. This organization was
established by Henri Nestle in 1866 and this company offer its products to its international
customers (Batra and Keller, 2016). The firm sell its products in 190 countries of the world
which help in enhancing quality of life and contributing to a healthier future.
Marketing communication
It refers to those techniques and tools which are used by the organisation and a business
person to convey the promotional information to the individual about their products and services.

It can be a plan of action and plan of action which is utilised by a firm to compass their target
market by different kinds of communication. There are several tools and method which are used
by the company to get attention of the potential customers. Some important marketing
communications are brochures, pamphlets, emails, advertisements, websites, sales promotion,
campaign, exhibitions, personal selling, press release and others (Duffett, 2017). Marketing
communication is important for the company because it help the organisation in maximising the
magnitude of gross sales by supplying persuasive, illuminating and positive messages. It also
render new information by sending influencing communicate about products and services.
Marketing communication of Nestle for UK market
Nestle operate its business in UK market so the management do the company use good
marketing communication to provide information, aware and familiar its target audiences in UK.
So that they have clear information about the merchandise and services of the organisation and
easily purchase them. For this the company use various marketing abstraction tools and they are
mentioned beneath:
Marketing campaign- In UK, Nestle use this marketing communication way to make
consciousness about their products and services. They use non received media alternative to
good effect so as to support the brand image that they have formulated at the same time insure a
top of the mind recall in the minds of the target audiences. By organising these kind of event
marketing they communicate with the customers and deliver information about the products to
them. In the respective country, the organisation also sponsored some events like minor league
basketball and others so that it can aware the people with the brand.
Mass media- It is another marketing communication through which the administration of
the firm promote the company in UK so that customer remain it in their minds. It is the
inexpensive derivative in terms of monetary value. For this kind of communication, the company
use different technology which are used by the number of people. TV, Social media, internet,
Instagram, websites, Facebook etc. that are used by the people in the respective company. So
with the help of them the firm can create awareness about its products and their effectiveness.
Mobile applications- It is a crucial marketing communication tool which is beneficial to
familiar a large population of UK with Nestle. This promotional tool effectively use by the
management of respective firm (Fill and Turnbull, 2016). With help of it, they give personalised
info to individual user on various product info and event sponsorship. This medium is very

effective because of the concept that the organisation can target its customers in a more efficient
way.
Online media- It is an important way of marketing communication because most of the
company use it to communicate their message to the consumers. Customers also prefer online
media much more than any another media transmission because of the fact that this media
channels supply the the alternative of a two way dialogue (Karjaluoto, Mustonen and Ulkuniemi,
2015). It is beneficial because with the help of it consumer can get deep information about the
product regrading their price, quality, quantity etc. which are offered by the company to them.
Direct and email marketing- It is another tool and way of marketing communication and
by using it the management of the company provide the information about the existing and new
products to the potential client directly by this tool. This mode of direct communication use by
the respective company to secure from the traffic of the websites, mass media, internet etc.
These all tools, ways and modes of marketing communication are effective and beneficial
for the company because with the help of them the management of the company can aware the
population of the UK regarding the products and services of Nestle which are offered by it in
UK. The mass media, direct and email marketing, online media and mobile application are some
effective tools of marketing which provide accurate and deep information about the products
because online media, mass media etc. are highly use in UK high level cause of being a tech-
friendly nation. One of the major advantage of campaign is that Nestle it is capable to create the
marketing communications supported on the time budget and resources of the potential clients.
There are some drawbacks of these marketing communication tools, like campaign are that there
necessitate to be simple communication that needs to be communicated through different
intermediates. Some time on-lien media and mobile application are not provide information due
to internet traffic and others.
Marketing communication framework
It is a structure which can be used by the company to effectively manage the
communication and getting attention of number of target audiences. In Nestle, the administration
of the company can use this framework to provide the information about it goods and services to
the market and its target audiences and administrate the promotional tools (Keller, 2016). The
explanation of it is as follows:

Context analysis- In this phase, the administrator of the company can analyse the requirement
and needs of the market and customers that what information want to know about its products. It
can be a process and way to analyse the environment in which the company operate that which
kind of info regarding the goods and services required in the business atmosphere of Nestle
(Kerin and Hartley, 2015). It can also provide information about the component which affect the
business of the company of business environment.
Promotional goals- It refers to those objectives and aims which are set and developed by the
management of the company by using its promotional tools or regarding the promotion of the
goods and services. The promotional goals of Nestle is to use effective promotional channels to
provide clear and accuracy confirmation about the products to the customers. The another goal of
the company is retaining loyal clients of the firm by offering accurate information to them
regarding the goods and services.
Corporate goals- The corporate goal of Nestle is zero waste to landfill and reduced the
food wastage. Another objective of the company is using good packaging getting attention of
number of customers.
Marketing goals- The marketing goal of the company is to attain compatibility voluntary
standards on environmental management systems. Another goal of the company is maximising
the sales and customer base by employing new technologies and processing in the production of
the products.
Common goals- The common goal of the company is to make increment in the
productivity and profitability of the company and measuring the cost and benefits to business of
its activities.
Promotional strategy- It refer to those plan of action which are used by the company to promote
the goods and services. It can be those tools and techniques which are utilised by the
management of an organisation to aware and familiar the people about its finished goods. Nestle
use different channels and modes of promotion like TV, hoardings, print, online ads and others to
aware the people (Killian and McManus, 2015). In Nestle, the management use push strategy to
in crease the use of all available channels of distribution to offer the product in the market. Pull
strategy is used by it to directly interfacing with target audiences.

Source:Marketing-communications-planning-framework,(2019).
Scheduling and resources-After the above activities the company collect the resources and used
schedule them regarding different purposes like creating awareness in the market and offering
products to the customers (Luangrath, Peck and Barger, 2017).
Coordinated communication mix- In it, the management of the company monitor the effective
ways of marketing communication, select effective promotional tools and then coordinate in a
manner so that it can be analyse that where the information will origin and then how it can be
reach to the customers. So that effective information can be provide to the customers by
coordinating effective communication.
Implementation- In it, all the ways and manner of marketing communication are implement in
the business in term of promotional tools. They are used by the organisation to create awareness
of the products of the company.
Control and evaluation- It is the last phase in it, all, the communication plan is analysed and if
any issues is generated then it evaluate and control by the management regarding the promotion
and marketing communication of the company (Manser Payne, Peltier and Barger, 2017).
Illustration: Marketing-communications-planning-framework

TASK 2
Analysis of the digital marketing communication strategies of the selected competitors
Overview of the company
Cadbury is a British international confectionery company which operate its business
globally. This company was established in 1824 by John Cadbury and headquartered in
Uxbridge, London, England. The company operate its business with the help of its different
products like chocolate, Cocoa Essnece , Easter Eggs, Milk tray, Flake and others (Ots and
Nyilasy, 2015). This company operate its business more than 50 nations and it is the second
astronomic confectioner brand in the world after Mars.
Digital marketing communication sof Cadburytrategies of Cadbury
Digital marketing refers to the process of marketing the merchandise and services of the
organisation by using digital technologies, majorly internet and also consist mobile phones,
demonstration advertisement and other digital intermediates. It can be those tools of promotion
which are used by the management of the organisation to promote the goods and services of the
organisation by using digital marketing technologies and applications. Digital marketing
communication are basically the digital merchandising equal of Cadburye conventional
marketing communications mix. There are different digital marketing communication strategies
and tools which are used by the organisation to create awareness and making better public
relation by offering clear and accurate information about the products. These tools and modes
also utilised by the firm for advertising, sponsorship, individualized selling, direct merchandising
and sales publicity of the organisation's products and services. The online cognition are known as
digital media transmission and are occupied in may online and off line campaigns. Digital media
communication tools belong display ads, pay per click advertising, search engine optimisation
and associate commercialism amongst others. In Cadbury, the management of the company use
different digital marketing communication tool to promote its products and services and these
tools also create their impact on the business of the company in different manners. Some of these
tools are defined as below:
Social media marketing- It refers to a way by which the organisations and business persons can
promote its products by using different internet ways and manners. Social media marketing is all
merchandising which goes within social networks like Facebook, Twitter, LinkedIn, Myspace
and others (Rowles, 2017). These digital marketing tools effective to create awareness and

promote the products globally. Because in current era, people are highly focused on these kind of
technologies so they can easily get information about them.
Google+- Cadbury have a number of leading of nearly 4,000,000 on Google+, however
they only position every couple of weeks and the effective content has been constricted to their
#freeenjoy videos, also shared on twitter and Facebook (Stautz and et. al., 2016). This positively
affect the company because by watching the videos customers are familiar with the products of
the respective company.
Instagram- It is another social media tool which is used by the management of Cadbury
to promote its product at global level. Because this application mostly use by international
individual. So by using this promotional tool, the firm deliver the information about the product
so that customers are aware with its new and existing products. With the assistance of this tool
the company promote its products by providing their images and videos. This favourably affect
the company in term of maximising the customer base and increasing the sales of the company as
well as profitability.
Facebook- it is another digital marketing tool and social media application which is used
by the population at high level all over the world. In UK, to make promotion of the goods and
products of Cadbury, the management of the organisation also use its separate Facebook pages
for Cadbury World to promote its some most favourite brand trade good like Dairy Milk, Creme
Egg and Bournville. This marketing communication tool help the company in getting attention of
number of customers or attracting large customers base which positively affect the company in
term of its business growth.
These are some social media marketing tool which help the company in growth of the
firm, increasing the sales and maximising the profitability of firm. Face and Google+ favourably
affect the company by creating the awareness about the company and maximise the customer
base. But Instagram unfavourably affect it because since last 5 years, it has been inactive and the
images and videos of the products are not provided frequently.
Opt-in-e-mail marketing- It is a web merchandising term for email that receiver have
antecedently requested. In this kind merchandising, web users are invited to sign up for
promotional info regarding one or more categories of commodity and services (Taecharungroj,
2017). Then if the person sign up then anyone sending them e mail as outcome anticipation that
the message will not be detected as discarded spam.

Display advertising- It is a form of advertisement that communicates a mercantile message
modality by using text, logos, animations, videos, photographs or others. The main motive of
these kind of advertising its to transfer and share generic publicize and brand messages to site
visitors. In Cadbury,by using this marketing tool, the management promote its new and existing
products by sharing their images, audio and videos etc. So that the target audiences of the firm
aware with its production (Van Grinsven and Das, 2016). It favourably influence the company
because in these kind of marketing techniques images are shared so the customer properly aware
with the product, product design, packaging etc. so they get attracted towards the products.
Online public relation- It is a Digital marketing strategy which is used by management of the
company and business persons to maximise their online presence. The management of the
company use this marketing strategy by promoting its products through celebrities. So that
people attracted towards the products due to their favourite person. In UK, the Jason Donovan
advertise the Cadbury Dark Milk chocolate bar. The company advertise its product by this
person because it is a famous TV actor in UK and people are known with him. So it will help the
company in maximising the sales and increasing the probability of the company or making better
relation with the customers.
Search engine marketing- It is a form of internet merchandising that consists the promotional
material of websites by increasing their invisibility in search engine outcome pages essentially
by paid advertising. The management of the company also use this promotional tool and promote
its products paying amount for the advertisement. For example, in this kind of promotion, the
management of the company pay to the website holder whose websites are reviewed by the
people at high level for the advertisement of their products and services. The management of the
company use some top websites of food, drink and confectionery which help the organisation in
creating awareness about its products.
These are the some digital marketing communication strategies which are used by the
administration of Cadbury and they create impact upon the company and its brand image. The
company use these marketing plan of action fro the growth and development of the company
(Wilson and et. al., 2016). Over the last five years, they are affect the company in favourable and
unfavourable manner. Like Social media tool Facebook and others help in creating the
awareness by creating a page of the company where the firm share its products images and

videos to provide information. But the Instagram account not working frequently and sharing the
images and information about products. This unfavourably affect the organisation.
CONCLUSION
From the preceding defined information, it can be summarised that marketing
communication is crucial for the company so that they can create awareness about the products
and service of the company which are manufactured to accomplish the inevitably and demands
of the target audiences. There are different marketing communications and digital merchandising
communication strategies which are utilized by the companies to promotes their products &
services and aware its customers with products.

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