From Kitkat to Maggi, Nestle has creatively showcased innovation and timeless tradition in every one of its product campaigns. Nestle is a household name that is synonymous with great quality and unique taste which creates a legacy in the market with different varieties of flavours. With its social media marketing strategy and promotion techniques it has proved itself as a market leader with a mission of raising the power of food to enhance people’s standard of living.
Here let’s dive deep into the marketing strategies of Nestle and what makes Nestle the most preferred brand today.
Marketing Mix Strategy of Nestle
Nestle’s marketing mix strategy involves the general 4P’s which every business works upon but what makes Nestle different is their positioning and proper market research. Let’s understand all the 4P’s that have contributed to the success of Nestle:-
1. Product Strategy of Nestle
Nestle’s product strategy revolves around diversification and innovation. The company distributes a great variety of products that cater to the needs of consumers from all over the world. Currently, Nestle has over 8000 product categories in the market.
Here are some of the key examples of Nestle products-
- Packaged food & Meals
- Dairy products and Milk
- Beverages (including alcoholic and non-alcoholic drinks)
- Chocolates
- Instant formula and baby food items
2. Place Strategy of Nestle
Nestle emphasises on acquiring a large market share by distributing its products across the globe. It makes products for all types of consumers in different markets. Nestle’s supply chain, manufacturing and distribution is set in such a way that it can guarantee delivery of its products whenever the demand rises.
These are the elements of Nestle’s place strategy:-
- Global Market – Nestle is present in over 187 countries in the world.
- Local share:- It offers products according to different cultures and tastes to gain loyal customers. Like KitKat flavours in Japan and spicy Maggi in India.
- Distribution chain:- Nestle has a diverse network of distributors to make products available anytime.
Nestle has a distribution network of around 146,000 tonnes of products with 1600 warehouses around the globe. Whereas most of the transportation and logistics are outsourced by Nestle.
3. Pricing Strategy of Nestle
Nestle’s pricing strategy has a mix of pricing for both the rich and middle class. It attracts customers from different segments of society by providing premium and discounted products.
Its pricing strategy includes:-
- Pricing in Bundle- Where it provides products in the family pack at a discounted price like Maggi noodles in large size.
- Penetration Pricing:- It first starts with lower prices to gain market share and then gradually increases the price like other brands do.
- Premium pricing:- For products like premium chocolates or coffee it maintains higher prices in the market.
4. Promotion Strategy of Nestle
Nestle’s promotion strategy includes different platforms and campaigns to engage its customers and build brand loyalty in the market.
The promotional strategy of Nestle involves:-
- Collaborations and Brand Endorsements:- Nestle collaborates with chefs, nutritionists and celebs to promote its products. Like onboarding celebrities for Maggie and Nescafe promotion.
- Social Media Marketing: The company posts social media content regularly to educate and engage customers.
- Ad campaigns:- Nestle has many famous ad campaigns that are impactful and resonate with the audience like for KitKat “Have a break, Have a KitKat” and “Generation Regeneration” which is a sustainability campaign.
Overall, Nestle’s marketing strategy includes these 4 P’s – product, place, price and promotion that drive business and success to the brand consistently and have made it a global brand. Its top-rated campaigns and content have gained millions of views and popularity.
Discovering Nestle’s Digital Marketing Strategies
Nestle’s digital marketing strategies have evolved and it is a driving source for the customers to trust the brand and make their recurring purchase with Nestle. Brand gets sales across all the platforms because of these successful marketing campaigns and digital marketing efforts:-
1. “Generation Regeneration” Campaign
– This campaign by Nestle focused on sustainability and ethical sourcing to create value for the people and the planet. It was a global initiative which shows Nestle’s commitment to environmental projects and CSR practices.
2. Nescafe Social Media Content
– Nestle has a unique way of creating content on all of its social media platforms. It focuses on trends and famous movie dialogues to innovatively use in their marketing campaigns with a motive to educate people in an engaging way.
3. KitKat “Have a Break” Campaign
– This was an iconic campaign by Nestle and is a classic tagline that is “Have a Break, Have a KitKat” which encourages people to take a break while having their favourite kitkat to enjoy it in a relaxing mood.
4. Other digital marketing strategies
- Social Media:- Nestle actively posts content on all the social media platforms like facebook, Instagram, Twitter, and Linkedin. It is to share product updates, recipes and engaging conversations with its loyal customers.
- Website and Blogs:– It maintains a great image over the website by providing informative and valuable product related and market related content to enhance consumer experience.
- Email Marketing:– Nestle employees consistently communicate via emails with its customers to share new product launches and other personalised content according to the user’s taste and requirements.
- Digital advertisements:- Nestle uses all the digital marketing resources and tools effectively to engage as many customers as they can. Digital ads like Google Ads, Video Ads, Display Ads which helps them to reach their target audience easily and effortlessly to promote their product and drive sales.
Key Promotion Strategies of Nestle to Acquire Loyal Consumers
Nestle promotional strategies to attract and engage customers are based on these key strategies which the whole company focuses on:-
1. Great Product Quality and Innovation
– Nestle focuses on its product quality and continuous innovation to grab customers’ attention and convert them into regular buyers. It offers high-quality products and informs their audience about the product’s ingredients so they can make an informed decision.
2. Positioning and maintaining Brand Image
– Nestle has been leading the FMCG market consistently due to its unique brand positioning and image in the market. It differentiate itself among this competitive world and create a strong emotional connection with its customers.
3. Social Responsibilities
– Engaging in regular CSR activities and initiatives has been a main priority of Nestle as it shows its commitment and responsibility towards the society. These types of environmentally conscious brands get customers support and loyalty.
4. Multi-Channel Marketing
– Nestle tries the mix of all the traditional and digital marketing techniques to promote its products and reach more audiences. By focusing on audience tastes and preferences, Nestle creates innovative campaigns and shares them across all the media channels.
5. Focus on Personalization
– From the starting, Nestle’s motive was clear to make personalised marketing strategies like providing offers on products, loyalty programs, and making user focused content to engage its customers and bring loyalty.
6. Promotional Campaigns
– Other promotional strategies include collaborations with influencers and celebs to create a buzz in the market related to Nestle’s new product campaign. It helps in driving more sales and converting the audience into customers.
Conclusion
Nestle products can be seen in every household today. What is their marketing strategy? And how do they reach customers across the globe with effective marketing? These are the questions which we have covered in this blog.
The success behind Nestle’s marketing campaign is their innovation in products and content across all the platforms. Nestle is the leading FMCG brand today with around 8000 products and 1600+ warehouses in the world. But the uniqueness and premium feel in their products is not the only thing which makes them popular, it’s their market positioning and marketing techniques which plays the major part.
Understand the complete branding and marketing strategies of Nestle with Luxe in this Blog. And if you want to work on your storytelling skills to make a compelling narrative for each of your brand’s social media campaigns then check out our blog on- How to make creative narratives that resonate with your audience?
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