Evaluating Social Media Effectiveness for Nestle: A Report

This report examines the impact of social media on Nestle's marketing efforts. It explores how Nestle utilizes social media platforms to engage with consumers, promote products, and manage its brand image. The report delves into consumer buying behavior, the specific social media channels used by Nestle, and the effects of these channels on consumer decisions. It also covers the research methodology, including the type of investigation, research design, and data analysis methods employed to assess social media effectiveness. The report highlights the importance of social media marketing in attracting customers, identifying consumer needs, and building brand loyalty. Furthermore, it discusses the challenges Nestle faces, such as negative publicity and the need to adapt to changing consumer preferences, and how the company leverages social media to address these issues. The report concludes with recommendations for enhancing Nestle's social media strategy and improving its overall marketing performance.

SOCIAL MEDIA AND ITS
EFFECTIVENESS FOR NESTLE

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION...................................................................................................................................1
1.1 Overview of research.....................................................................................................................................1
1.2 Rationale of research.....................................................................................................................................4
1.3 Significance of research.................................................................................................................................4
1.4 Research aims and objectives........................................................................................................................5
1.4 Research Questions........................................................................................................................................5
1.5 Framework and analysis................................................................................................................................5
1.7 Chapter structure............................................................................................................................................6
CHAPTER 2: LITERATURE REVIEW........................................................................................................................7
2.1 Buying behaviour of consumer......................................................................................................................7
2.2 Social Media................................................................................................................................................10
2.3 Channels of social media used by Nestle.....................................................................................................13
2.4 Effect of Social Media on Buying Behaviour of Consumer........................................................................15
2.5 Literature Review Summary and Research Gap..........................................................................................17
CHAPTER 3: RESEARCH METHODOLOGY..........................................................................................................18
Type of investigation.........................................................................................................................................19
Research design.................................................................................................................................................19
Research approach.............................................................................................................................................20
Research Philosophy..........................................................................................................................................21
Data collection method......................................................................................................................................21
Sampling Method...............................................................................................................................................22
Data analysis......................................................................................................................................................22
Accessibility issues............................................................................................................................................23
Research credibility...........................................................................................................................................23
Ethical issues......................................................................................................................................................24
Validity and Reliability......................................................................................................................................24
CHAPTER 4: DATA ANALYSIS...............................................................................................................................25
Discussion..........................................................................................................................................................26
CHAPTER 5: CONCLUSION .....................................................................................................................................33
RECOMMENDATIONS..............................................................................................................................................35
REFERENCES..............................................................................................................................................................37
Appendix.......................................................................................................................................................................40

CHAPTER 1: INTRODUCTION
1.1 Overview of research
The main aim of the study is to measure the impact of social media and its effect on the
firm Nestle. Social media is termed as the major platform, which is in maximization, utilised by
various kinds of organization in order do a marketing of several kinds of products. In previous
time modification are being done in such a manner through which sales and marketing are done
by organizations (Berthon and et. al, 2012). It can be analysed that there are various which make
utilization of traditional communication channels such as a magazine, newspaper, and TV so as
to advertise their products. But as the time passes procedure for doing marketing also gets
modified. In the present scenario, business firms are making use of public relation and social
media so as to do product's marketing. It is considered that the whole thing is changing with the
change in time and more and more organizations are using social media so as to market their
services and products. Largely firms use the platform of social media as the team of sales failed
in order to attain targets. Hence, wide target portion remains Unachieved and therefore
organizations fail in achieving target sales amount (Bowen and Ozuem, 2014). So as to make
dealing with the issues, companies are making use of digital marketing in which with the help of
websites like Instagram, Twitter and Facebook, to promote and market their products. In the UK
according to patterns, the vast majority of the business firms regardless of their size are making
utilization of web-based social networking for an advancement of the item. Firms like Nestle, is
utilizing web-based social networking at a wide level to keep up an association with potential
clients and taking care of their issues. In recent years web-based social networking not just rises
as a stage of building up a correspondence with potential clients yet it is additionally used to
distinguish the issues that individuals are confronting in regard to utilization of the firm item.
Amount of enterprises which are employed in various fields like training, FMCG and BFSI and
so on are effectively utilizing online networking stage to deal with client's issues (Berthon and et.
al, 2012). It is generally watched that when clients confront any kind of issues they regularly
formulate office of the firm and meet supervisor. Most every now and again, administrators do
not give much significance to the client's inquiries. Such sort of things disappoints said substance
and in such circumstance they make utilization of online networking to convey their grievance
and issue to the general population. In this way, online networking turns into a stage from where
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senior chiefs of the firm come to think regarding problems which their clients are confronting in
current day and age. The greater part of the organizations reacts in brief day and age to the
questions and by doing as such fulfill client. Such sort of practices empowers firm to make a
solid association with the general population and growing better picture between them (Bravo,
Montaner and Pina, 2012, pp. 232-245).
Social media marketing is the tool that helps in attracting more people towards the brand.
It supports in identifying the needs of consumers and accordingly provide them services. Social
media has become the essential platform which adds value in the organization and make people
loyal towards the brand. Facebook, Twitter are some basic social networking sites which not
only make the person positive but also it helps in resolving consumer's complain. Through these
sites company can get associated with the brand easily and can identify their requirements. It
helps in resolving their issues soon and retain them in the corporation for longer duration
(Berthon and et. al, 2012). In the recent competitive era firms are taking social sites as a
management strategy. It supports market the entity and spreading its brand image across the
word. If consumers has any issues regarding products or services then corporations can reply
immediately on these sites in order to resolve their quarries. That helps in spreading brand image
across the world and making people loyal towards the organization.
Enterprises are largely making use of online media such as Twitter, Instagram and
Facebook etc. so as to give a response to the clients and conveying those regarding newly
launched items. In comparison to Twitter, Facebook is widely utilised by organizations for
promoting products. It is due to the reason that Twitter is social media site having public
impression, which is utilised to share administrative, economic and political views on general
issues. Hence, if organizations make active advertisement of items on this kind of platforms than
probability is there that might not have specific attention from people. Therefore it is very
necessary to make sure that appropriate platform must be used so as to promote the name of a
firm. It is not utilized on a wide platform by many business organizations as individuals make
fewer visits on Instagram in relation to Facebook. This is the reason, because of which, there is
increased used of Facebook by organizations to do online product marketing.
Frequently it ends up plainly vital for an enterprise to make individuals mindful just about its
item. Via web-based networking media with increment in likes, an ever-increasing number of
individuals come to think about the firm's item. Along these lines, one might say that overnight
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an ever-increasing number of individuals come to think regarding the item via web-based social
networking. This advanced verbal advertising of the firm name among the clients. One might say
that there is the enormous significance of online networking showcasing for the business firms.
Firms are an ideal opportunity to time updating their online networking related framework to get
increasingly contribution about the planning of the client division methodology. General it can
be expected that web-based social networking is the one of the effective instrument that is
utilized to do promoting of the item (Fowler, 2009). In this way, there is colossal noteworthiness
of person-to-person communication locales like Facebook, Twitter, and Instagram for the
business enterprises. Nestle, a Swiss transnational drink and sustenance organization, is the
biggest nourishment organization on the planet. It offers items incorporate therapeutically, child
sustenance, breakfast oats, espresso and tea, filtered water, dairy items, frozen yogurt, pet
nourishments and numerous more to a general population. The items, which create high income,
are Nescafe, Kit Kat, Nespresso, and Maggie. Said organization work in 194 nations and more
and its representative's size is 339000. The most concerning issue confronted by the organization
is video which is posted on YouTube by the dissidents which say that the creation of Nestle
items adds to the devastation of Indonesian rain woodland which prompts a worldwide
temperature alteration and imperiling life form. For the association, the issue started in March
2017 when Greenpeace discharge the report which Nestle is utilizing palm oil around then the
organization altered the name of Kit-Kat to the next name to keep up their image picture.
Quantities of dissenters went on the online networking stages, for example, Twitter, Facebook
and communicating video against the association mark picture. By then of the stage, they figure
out how to tackle these issues and again pick up their image picture. Settle embraced the
technique to pass on their content via new channels of media. From online networking exercises,
they grow new system keeping in mind the end goal to give new bits of knowledge to the
objective individuals on the web. They constantly make new crusades to create a positive picture
of them and ready to get back their image name once more (Hajli and Nick. 2015).
The social media marketing head in an organization is Pete Blackshaw train employees
by giving special programs of training. The cited individual also develops DAT (Digital
Alteration Team) and makes an explanation of their working. They make a division of their
time in three parts, which are inspiring, engaging and listening. This team makes effective
utilisation of real time listening and makes an evaluation of online interaction and conversation
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as soon as it arises. The team also monitors various post each day and spent time in reading in
order to know where and when to engage so as to make conversations with clients. Their system
is made in such manner that whenever any issue or negative comment arise then center screen
turns to red and members make a response to comment for satisfying clients. The statement is
also given by organization on social media that care for their customers and continue to make
pressure on suppliers so as to remove a source of palm oil, which is in relation to the destruction
of rain forest. The organization stopped to make a supply of palm oil from Indonesian
organisation.
Background of organisation: FMCG is described as one of the largest industry making
growth in the UK. It is analysed that there is too much similarity in the product of an
organisation and because of this, it is very difficult for them to make the promotion of the
product. Because of this, firms are making use of social media so as to do product marketing at a
high level. Many individuals like to enterprise product's page and because of these individuals
are aware of the new product. Thus in FMCG segment, there is a maximum use of social media
by the business enterprises. With the assistance of product in an appropriate manner, ventures
attract customer's attention. Thus, because of this, there is much use of online media by
organisations, which are operating in FMCG industry. In the present scenario, digital marketing
is in high demand and organisations are focusing more on their utilisation. There are various
enterprises which focus on social media so as to aware public regarding a product of firm. Many
people make involvement in such contests and with this, there is a publicity of firm between the
public. It can be concluded that there is much significance of social media for business
enterprise.
1.2 Rationale of research
Before doing proper work on research it is very significant to make an evaluation of
rationale of research. It is considered as the vital segment of the research proposal as in this area,
explanation because of which it is imperative to do research is being identified. It is very
significant to do present research as social media is utilized at wide scale by firms who are doing
business in operations of marketing. With the increase in time, utilisation of social media is
developed at a rapid pace but various sorts of business organisations, which are still making
utilisation of social media so as to do marketing of a product. It is said that there is very much
advantage of social media for business enterprises and it is very significant to make individuals
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understand regarding the extent through which there can be extensive utilisation of social media
so as to market their items. The main reason of conducting this study is that Nestle sales is
decreasing continuously and customers complains are increasing with the rapidly. With the help
of this research scholar will be able to identify the loop fall and will be able to make suggestion
so that company can resolve quarries of customers and can make them loyal. Study will be
beneficial in enchaining sales volume of the organization and conducting operations in smooth
manner. Furthermore, social media adds value to the entity but on other hand it may create issues
for firms as well. SO it is essential to use these networking sites effectively so that consequences
can be minimized. Through this study scholar will be able to explain benefits of social media that
would support Nestle in making effective marketing strategy for the growth of the corporation.
1.3 Significance of research
There is the major importance of current research study as due to this various readers will
be able to know regarding web based media and its importance for organisations. This kind of
research study will assist an organisation to understand the importance of social media with
respect to product marketing. Moreover, necessary actions can also be taken to solve issues via
social media, which will assist in transferring message to the public with which enterprise is
concerned about stakeholder’s interest. With this strong relationship can be maintained with
stakeholders, which are considered as growth pillars of business. It is also said that there is the
wide importance of the present study. The company should use proper marketing method for
products as various communication channels are there but by making use of all good marketing
cannot be done. There is a requirement to utilize particular communication channel in business
so that marketing will be implemented for all clients in a prudent and particular way. It is said
that there is the large importance of the current study.
1.4 Research aims and objectives
The aim of research: The major aim of the research is to make identification regarding
social media effectiveness for Nestle in relation with elevation in the amount of customer and
their utilisation in solving people's problem.
Research objectives
 To make identification regarding social media effectiveness for Nestle in terms of new
customer's development in business.
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 To make a finding of extent in which there is a use of social media by Nestle to handle
customer's problem in a proper way.
 To find different ways by which web based marketing can be done in a proper manner by
Nestle.
1.4 Research Questions
The researcher is having a responsibility to define a proper list of the research questions so as to
give guidance, which assists in making completion of research work. In current scene, a
researcher will make an emphasis to make identification of solutions for questions:
Q1. What is the effect of social media on Nestle for developing new business customers?
Q2. To what extent social media is used to solve customer related problems?
Q3. What are the different manners through which online marketing is done?
1.5 Framework and analysis
Analysis and framework are significant part of research, which carries particular
information regarding the investigation of research and it, also assists in making proper results.
According to the present study, different tools and techniques are applied, which are defined as
follows:
Research design: The present research is directed by utilizing the utilization of
descriptive research, which helps look into researcher in gathering vast data in regards to the
social media components, which are affecting Nestle. This plan is exceptionally powerful in
gathering information by a portrayal of company's information.
Research logic: The present investigation is on the premise of theoretical viewpoints as it
manages different components, which are affecting Nestle in relation with social media. As per
it, an interpretive theory is utilized as a part of a request to assemble information from the
outside condition.
Research sort: The examination, which is utilized for examining this report, is of
qualitative sort, as it carries different qualitative means, which will be utilized to investigate
information, which is gathered. It is utilized to draw suitable result from accumulated
information and will likewise help in accomplishing targets of the investigation.
Research approach: This study will be on the premise of deductive approach, as this will
manage different parts of social media, which will affect a company. This approach will be
extremely useful to gather vital information in a powerful way.
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Collection of Data: For this examination both secondary as well as primary optional
information is gathered which help in accomplishing wanted destinations and points of the
investigation. Keeping in mind the end goal to gather essential information test of understudies is
taken and optional information is gathered with the assistance books, diaries, and different
materials.
Data analysis: Data will be accumulated with the assistance of qualitative procedures
where the researcher will be utilizing topical investigation. Information will be examined by
graphical portrayal and topics.
1.7 Chapter structure
The examination, which is directed, is displayed in a legitimate arrangement. It is
important to make a fitting structure for the exploration. The accompanying structure will be
followed in look into.
Chapter 1: Introduction
The examination work will begin with presentation part, which will give a brief of the
investigation. It will decide distinctive targets and points, which should be accomplished.
Chapter 2: Literature Review
It is the following part of the presentation, which will give centre data in connection with
factors, which are affecting the organisation. It incorporates information from different sources
like diaries, books and so on.
Chapter 3: Research Methodology
It is the third section and contains distinctive strategies and instruments, which dissect
and gather information for the legitimate result.
Chapter 4: Data Analysis
It is the critical piece of the exploration in which accumulated information is translated
by considering targets and research questions. It gives different discoveries identified with an
overview, which is finished.
Chapter 5: Conclusion and Recommendations
This section of research makes out inference in light with destinations and point of the
examination. It additionally depicts proposals, which will enhance the marketing activities in the
company.
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CHAPTER 2: LITERATURE REVIEW
As per (Jue, Marr and Kassotakis, 2009), a literature review is defined as the critical
analysis and description regarding the topic being written by different authors. This chapter
makes an aims to make a review of most significant and relevant research on a selected topic.
The literature review will cover:
 Academic theories in relation to buying behaviour of consumer
 Typologies and characteristics of social media
 Effect of social media on buying behaviour of consumer
By making a critical review of the work, which is done by researchers in the field of social
media and its effectiveness, the author makes an aim to increase knowledge and make discovery
of gaps and recent trends, which are there in areas.
2.1 Buying behaviour of consumer
To understand customer's buying behaviour is one of the significant parts of marketing
management. As per (Berthon and et. al., 2012, pp. 261-271), consumer behaviour of buying
can be termed as the processes of decision and individuals act which are there in using and
buying products for household and personal use and marketers must endeavour so as to
understand decision making of customers which make influence on this process and in which
manner they make manipulations of marketing programmes to make reflection of customer's
expectations and needs.
(Roblek and et. al., 2013, pp. 554-568), suggests that consumer behaviour field explores
what kind of services and products they will buy, why purchasing decisions are made by people,
from where they buy, how they use and frequency with which they make purchase and process
of consumer decision in action. Purchaser purchasing conduct is an altogether considered and
widely bantered about research zone crosswise over many orders, including human studies,
humanism, brain research, showcasing research and financial matters. There are various
hypothetical methodologies that had an extraordinary impact on contemplating purchase conduct
yet the greater part of them have their underlying foundations in one of three mental
introductions: Freud's psychoanalytical hypothesis, fortification hypothesis, and intellectual
hypothesis. The subjective hypothesis is the most famous current way to deal with understanding
individual buyer conduct. As indicated by this hypothesis, people utilize and process data got
from outside and inner sources, to tackle issues and settle on considered choices. Identity,
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discernment, learning, mentalities, and viewpoints relevant to the more extensive condition and
each buy circumstance are significant components of the critical thinking approach. It is very
significant for the organisation to find the buying behaviour of the customer in order to cater
their needs and wants of the customers. Buying behaviour is the factor by which the buying
decision of customer is influenced. Buying decision is the process where the person first
identifies his needs and wants and then find different alternative by which he can satisfy his
wants, then evaluate the different alternative and then make the decision for buying the decision.
When the person is evaluating the alternative, his buying behaviours that help them to make the
decision that at which brand he has to go and which product he wants to purchase. So consumer
decision is mostly dependent on the buying behaviour of the customer. So the organisation need
to focus on the buying behaviours of the customer so that they can convert customer need into
purchase for the favour of their organisation.
Influence on buying behaviour of customer
As per the various scholars, purchase of consumers gets influenced by psychological,
personal, social, cultural and different factors, which are largely beyond the control of marketers.
(Lieb, 2011) admit that different psychological factors like attitude regarding purchasing of
product, motives, how purchasing is made and individual perception.
The process of purchasing is being driven by motivation and needs of a consumer. (Blanchard,
2011) explains motivation as driving force among individuals, which force them to act.
Motivation arises when a requirement is aroused which customer wish to satisfy. As
(McCorkindale, DiStaso, and Carroll, 2013, pp. 497-512) and (Wymer, 2011, pp. 17-31)
argue this motive or requirement may be either hedonistic or utilitarian. Rationality makes
implication that choice of a customer is made on the basis of objective criteria like price and size.
Hedonistic motives make choice of goals as per personal subjective criteria. Both of the motives
may be drivers for making a purchase of apparel and clothing. There are several factors that are
being influence by the buying behaviour of the customer such as psychological, personal, social,
cultural etc. Psychological factors are the factors, which is concerned with the psychology of the
people, which drive the action to the people and satisfaction to the customers. The different
factors that are connected with the psychology of the person are its perception, learning,
motivation, attitude and beliefs.
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As per (Lieb, 2011), perception is defined as a process through which people interpret,
organize and select stimuli in a coherent and meaningful picture of the world. There is a
formation of attitude by learning and perception and describe people’s tendencies, favourable
and unfavourable evaluation and feelings towards idea or object. As per (Blanchard, 2011),
Attitudes in relation to purchasing behaviour are being formed as result of product's experience,
exposure to mass media advertising, different forms, and internet used for direct marketing and
mouth information gathered from others. Motivation is the process by which individual
behaviours can be influenced. With the help of motivation, organisation can influence the
behaviour of the customers to buy the products and services of the firm. It is being explained in
the Maslow's need hierarchy theory that individual need cannot be satisfied, even it increases
level by level. As the basic need is satisfied, he will need to safety need and then security and
this need not be finished till the self-actualisation need is not satisfied. Hence, the organisation
targets the needs of the customer and motivates them in order to influence their buying
behaviour.
(Hinchcliffe, D. and Kim, P., 2012) Learning is the ability of the individual to learn the
different things and make that things for the daily life. It is change in the way of behaving due to
change in the knowledge of individual. The learning of person is dependent on the skills,
intention and knowledge of the person. Individual skills are being developed by the practice,
which is done by the person in their daily life whereas intention and knowledge is developed
with the help of experience. As compare to the customer learning, the learning is made
conditional, where the learning is dependent on the different conditions made by the
organisation. The conditional is considered as the stimuli for the customer such as when the
person is exposed by the similar situation several times, and then he learn to respond in a
particular way for that situation. While at the time of cognitive learning, person implements his
learning, knowledge, skills, values, believes and attitude in order to find the solution of the
situation or the problem which gives satisfaction to the person. From this it can be concluded that
change in attitude and attitude have a too much critical influence on the decision-making process
of consumer and it can be than reasoned as faithful predictors of the actual behaviour of buying.
2.2 Social Media
There is a dramatic change done by digital technology in a way through which marketers
make communication with consumers. With the utilisation of new technologies, marketers will
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