Nestle’s marketing strategy complements its tagline, “Good Food, Good Life,” with campaigns that convert.
From Nestle’s social media technique to its in-store promotional banners, the brand’s marketing strategy is a testament to Nestle’s mission of harnessing the facility of food to boost people’s standard of living.
No matter how consumer-friendly Nestle is, it stays off the list of just-another brand selling goods. The brand holds a 34.9 percent regional share of worldwide sales. Understanding Nestle’s branding strategy, due to this fact, is a minimum of a masterclass on consumer engagement and brand loyalty.
So, what makes Nestle the brand that it’s today?
Let’s take a nose-dive into the marketing mix strategy of Nestle to start with.
Marketing Mix Strategy of Nestle
We’ll look closely at Nestle’s marketing strategy through campaigns to grasp what works for the brand and why.
However, learning concerning the 4Ps of Nestle’s marketing mix is a compulsory prior step. It explains its product, place, promotion, and pricing strategy, which provides you with an outline.
Let’s undergo each strategy of Nestle one after the other.
Product Strategy of Nestle
When we predict of Nestle, it’s almost inconceivable to pinpoint a selected product that stands out since the brand has a lot to supply!
Yes, Nescafe and Maggie collectively pop up in our heads, however the brand offers products from over 8,000 categories. (What!)
The primary product categories include:
- Packaged meals,
- Cooking aids,
- Milk-based products, cereals, baby food,
- Coffee (Nescafe),
- Liquid and powdered products equivalent to coffee powder, milk powder, etc.
Diversity is the word that explains Nestle’s product strategy, and diverse products for diverse audiences. Basically, it has all the things—well, for everyone! Plus, the brand doesn’t shrink back from acquiring sectors that align with its core values, making Nestle’s acquisition strategy a core driver of its growth.
Price strategy of Nestle
Following the cost-based product strategy, Nestle eventually paved its method to bundle pricing.
The brand discovered customers don’t buy their groceries every day but prefer buying in bulk, leading to a bundle pricing strategy for products equivalent to Maggie.
The brand takes two different approaches to its products:
- It offers price discounts and promotions for fast-moving consumer goods.
- It keeps the worth high for premium products equivalent to gourmet chocolates to maintain its brand image intact.
This way, it increases consumer friendliness while maintaining a solid brand image.
Place Strategy of Nestle
Simply put, Nestle ensures each consumer gets the product once they enter a store. The brand makes this possible by spreading its presence in over 187 countries.
Apart from a world presence and leveraging an unlimited network of subsidiaries and distributors, Nestle,
- Focuses on optimizing its supply chain to scale back costs and enhance product delivery times,
- Has a chosen distribution channel for medical nutrition or pet care products,
- Adheres to manufacturing policies that fulfill food safety, quality standards, and regulations,
- Cares about zero waste.
Promotion Strategy of Nestle
Like every other FMCG brand, Nestle persuades its customers to purchase their products. However, as a substitute of only offering discount coupons and offers, its promotion strategies give attention to emotional connections, health, and quality of lifestyle. When we have a look at the digital marketing strategy of Nescafe, we discover the identical.
- Nestle leaves no stone untouched when promoting on multiple platforms, including social media, television, print, and web sites.
- The brand posts helpful content on nutrition, lifestyle, recipes, etc., to coach its customers.
- It collaborates with chefs and nutritionists to advertise its products.
- It encourages impulse purchases with eye-catching in-store displays.
Some of its best promotional strategy examples are those of Maggie and Kitkat. Consumers know that Maggie is that “made in two minutes” snack, while “Have a break, Have a KitKat!” is a tagline that stays with them.
With an ideal mix of online and offline marketing, Nestle’s promoting strategy makes it difficult for consumers to unsee its products!
Now that every one the P’s are done, it’s time to take a step further!
Digital Marketing Strategies of Nestle
Nestle’s digital marketing strategy starts and ends with people. All their campaigns have an authentic reference to their audience. Looking closely in any respect its marketing campaigns, we discover that they create people together and sell products through them.
How exactly does it manage to achieve this? Let’s discover!
Nestle’s “Generation Regeneration” Campaign
This marketing campaign by Nestle focuses on the 2 P’s: people and planet.
The campaign “Generation Regeneration” embodies Nestle’s firm belief in restoring our planet’s resources, making this campaign a transformative change. While Nestle’s Nescafe holds a special place within the hearts of its consumers, it leaves a good more solid mark within the digital landscape for implementing sustainable practices to grow coffee.
“We are generation regeneration. And so are you!”
The brand launched a video in 2020 with this message. The video has people of various ages, ethnicities, professions, and demographics proudly pronouncing that they’re all part of a generation that believes in regenerating.
Intending to renew, restore, and protect the environment, it focuses on improving farmers’ livelihoods, eventually enhancing the well-being of communities and consumers. Through the Nestle plan for farmers,
- Nestle supports farmers by co-investing with them in terms of loans for equipment.
- It applies state-of-the-art technology to develop higher-yielding coffee with minimal environmental impact.
- It pays premiums for raw materials produced during regenerative agriculture practices.
The campaign, or fairly, a movement, isn’t just words. Aiming to implement regenerative practices spread over half a decade, Nestle works closely with 30 dairy farms in 12 countries to implement zero greenhouse emissions.
Nestle’s website has articles on regenerative system implementations and the way they assist communities and the environment.
The campaign recently earned the primary spot within the Coffee Barometer’s 2023 Coffee Brew Index for sustainable coffee!
A campaign equivalent to this works because it sparked regenerative agriculture across the brand’s supply chain, eventually enhancing their consumers’ health!
Nestle’s “Healthy Kids” campaign to foster healthy eating habits
With yet one more fun and inventive social media campaign, Nestle launched “Healthier Kids” with the intent to make sure healthy eating habits from a young age.
The campaign supports parents and caregivers to encourage children aged 3 to 12 to live healthier lives. How?
Well, spewing advice about healthy eating habits is one thing, and becoming a partner and a mentor throughout the journey is one other. Nestle chooses to be the latter for parents. Under this campaign, the brand goals to assist 50 million children lead healthier lives by 2030.
The brand already follows regenerative practices for healthier product development; nonetheless, it urges equal efforts from parents to boost healthy kids through this campaign.
What all comes under the campaign?
- Nutrition education with school programs,
- Everyday suggestions and healthy recipes,
- Lessons and worksheets,
- Educational videos,
To foster health and nutrition, any FMCG brand can give attention to the next:
Inspiring kids to eat healthy
Offer healthy products
Nestle does each. In an try and encourage kids to eat healthy, it launched cooking workshops and emphasized involving kids in cooking.
The video showcases kids preparing a healthy meal for their parents, followed by parents getting involved in cooking a healthy meal. After children take part in this system from 84 countries, Nestle rightfully believes that involving kids in cooking develops healthy eating habits.
The website also has healthy and attractive recipes to cook with the youngsters!
The campaign spreads awareness concerning the need to make sure children get proper nutrients to grow, successfully targeting the 2 primary audiences: caregivers and youngsters!
Nestle’s “Empowering Women” Campaign for Gender Equality within the Workforce
What if we told you that you just don’t need your consumers to go all gaga over your brand with outstanding campaigns?
It’s easy to subscribe to the notion that campaigns are at all times consumer-centric. While the inherent focus is to generate brand awareness amongst consumers, it’s not the only intention. Nestle keeps breaking the stereotype again and again, whether by disrupting its supply chain or implementing gender neutrality at its workplace.
Through the “Empowering Women” campaign, the brand focuses on empowering women inside its workforce. It stresses the importance of education through tailored agricultural training programs, improving women and broader communities.
For example, with the Nestle cocoa plan, women of the Ivory Coast earn their living by growing coffee and cocoa.
One of the cooperative farmers within the video says, “Nestle has provided them with a nursery for free to grow cocoa they usually’re completely happy working!”
Along with women’s empowerment, the campaign promotes:
- Sustainable supply chain.
The brand also launched a video on International Women’s Day this yr discussing the importance of finding a lady’s authentic self within the workplace. Nestle’s social media strategy conveys the message of enhancing gender balance within the workforce through gender-neutral internal policies.
This campaign works because it addresses the continuing frustrations of societal values and fosters community engagement, making a change cycle for its workforce and society.
As observed within the article, all campaigns revolve around people, be it through sustainability or educational programs to show healthy eating habits or promote gender equality within the workforce. The brand successfully connects people regardless of their age or background, making its position among the many top five FMCG firms on the planet!
As an FMCG brand, your aim must be to make the consumers’ lives simpler and healthier, and it’s at all times the proper time to find out whether your brand falls heavier on one side than each! Reach out to reputed FMCG marketing firms if you desire to devise such memorable campaigns.
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