Marketing Communication Case---Nestle雀巢案例.docx

1. Introduction of NestleNestle is a Swiss based international company with a history of 130 years. Nestle started with milk based food for babies and has developed to be the world’s largest food and beverage business. The product lines of Nestle cross a wide range of baby milk, dairy products, coffee, culinary and nutrition. Nestle places its products as helping people to eat a healthier diet(Nestle, 2011). For the diary products including baby milk, beverages and confectionaries, Nestle achieve the vision by making the products more nutritious and better for the customers. In the mean time, Nestle develops products like nutrients to respond in the community to broader issues like malnutrition and obesity. The consumers of Nestle can cover quite a variety along the spectrums from the young people to the seniors, from men to women and from the ordinary to those with specific nutrition requirements.In order to keep the brand loyalty and shoulder social responsibilities, Nestle strive to develop and maintain brand loyalty among customers. They use adequate advertising to keep their brand names in consumer’s minds, maintain prominent shelf positions and displays in store, and run periodic promotions to deter consumers from switching brands. There are a range of different media which Nestle uses, like TV commercial, websites, and social media.2. Scope of the marketing planDespite of the large amount of promotions and strategies to develop its brand and products, Nestle still faces the threats of competitors in the light of the intense competitive environment. As Nestle is an international company, the scope defined in this marketing communication plan is within Australia. The objective of this plan is to expand the market share in Australia. To achieve this, several communication ideas are developed. 3. Brand image elevation Being the world’s largest food and beverage Company, Nestle catches extensive attention worldwide. Therefore, it becomes extremely important for Ne