- 1、本文档共13页,可阅读全部内容。
- 2、有哪些信誉好的足球投注网站(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
Marketing Communication Case---Nestle雀巢案例
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
您可能关注的文档
- 厨师爆料饭店常使用的“佐料”成份(图)包子加盟.doc
- 厚德弘善 感恩励志.doc
- 员工激励的六感智慧.doc
- 员工培训网_财务领导力培训课程课纲.doc
- 员工 跳槽问题.doc
- 启明创投甘剑平:不应用阴谋论看待做空中资股.doc
- 博士金融专业排名.docx
- 名贵木材树种.doc
- 单选题技巧的总结.doc
- 合兴小学扩建项目招标公告.doc
- TSTIC 120083-2023 电化学储能电站电池系统数字化运维服务要求.pdf
- 病虫害防治工作总结.pdf
- TSTIC 120085-2023 船舶拖带服务规范.pdf
- 健身安全课件图片必威体育精装版完整版本.pptx
- (新统编版)语文二年级下册 第六单元 大单元教学计划.docx
- TSTIC 120081-2023 港口与航道工程施工总承包服务规范.pdf
- THEBQIA 304-2024 型钢智能检测设备设计规范.pdf
- 健身房消防培训课件必威体育精装版完整版本.pptx
- 广东省深圳市红山中学2024-2025学年高二(下)第一次段考语文试卷(含答案).docx
- 广东省深圳市建文外国语学校两学部2025届高三下学期二模物理试题(含答案).docx
文档评论(0)