Some brands have grown exponentially since their inception. Nestle is one of them. How did they manage it? What did they do to increase their customer base? What did they do to keep their consumers coming back? We think Nestle’s Marketing Strategy played a significant part in all this, especially its digital marketing strategy. This article analyses a few digital marketing strategies used by the company to give you an insight into what they have been doing.
Nestle is a worldwide food and beverage corporation with a wide range of products. The corporation employs over 3,08,000 people and is located in Vevey, Switzerland. Nestle is a worldwide corporation, with its products being sold in 190 countries. Nestle’s focus on good nutrition has shifted in recent years, and the company is investing in innovation to provide healthier products to its customers. It has been the largest publicly held food company in the world, measured by revenue and other metrics, since 2014. It ranked No. 64 on the Fortune Global Index.
Around 1300 new goods were released by the corporation, all of which were aimed at filling nutritional shortages in babies, pregnant women, and new moms. For more than 150 years, it has been making food and beverage items. Despite increasing competition in the food and beverage industry, the company has maintained its leadership position by focusing on OC clients’ nutritional needs around the world. Nestle’s product line has expanded, and the corporation has experienced significant financial growth in recent years.
Now that we are discussing Nestle, let’s take a look at their marketing strategy too.
What’s new with Nestle?
Here’s what was buzzing around Nestle recently:
- Nestlé launched the company’s first affordable and nutritious instant powder in Central and West Africa that is made with a blend of milk and plant ingredients.
- In India, Nestlé launched a range of a+ Masala millet-based porridges that are tasty and nutritious.
- Nestlé is expanding its portfolio of plant-based products to give consumers more options for nutritious, tasty alternatives to meat.
- Nestlé has partnered with the World Bank to support the development of a new climate-smart agriculture program in Brazil.
- Nestlé has launched a new initiative to help farmers in Indonesia improve their livelihoods and reduce their environmental impact.
- Nestlé has joined the One Planet Business for Biodiversity (OP2B) coalition, a group of companies committed to taking action to protect and restore biodiversity.
- Nestlé has been recognized for its leadership in sustainability by the CDP, a global non-profit that runs the world’s environmental disclosure system for companies, cities, states and regions.
- Nestlé has been named one of the world’s most ethical companies by the Ethisphere Institute, a global leader in defining and advancing the standards of ethical business practices.
Let’s now understand the target audience of Nestle better with the help of a buyer persona.
Buyer Persona of Nestle
A buyer persona generally refers to the detailed information of an ideal customer of a company. When it comes to Nestle, people from India use it the most. This buyer persona will help you understand the attributes of regular a Nestle user.
- Wants to provide her family with healthy and nutritious food
- Cares about the environment and wants to support sustainable companies
- Values convenience and wants products that are easy to prepare
- Is always looking for new and innovative products to try
Interest & Hobbies
- Cooking and trying new recipes
- Spending time with her family and friends
- Traveling and exploring new cultures
- Reading and staying up-to-date on current events
- Finding time to cook healthy meals
- Worried about the impact of her food choices on the environment
- Dealing with picky eaters
- Finding affordable and nutritious food options
Social Media Presence
From the table above we can conclude that an ideal Nestle User is a busy working mom who is looking for convenient, healthy, and sustainable food options for her family.
Want to know about the current challenges of Nestle? Read a detailed SWOT Analysis of the brand before moving on with marketing strategies.
The 4Ps – Product, Price, Place, and Promotion, are what make up the marketing mix. It is an integral tool used to know a company’s marketing approach. This model aids us in gaining a broad knowledge of the company and the tactics it employs to advertise and sell its products to the general audience.
Nestlé offers a wide range of food and beverage products, including:
- Baby food
- Breakfast cereals
- Coffee and tea
- Dairy products
- Frozen food
- Health and nutrition products
- Pet food
- Prepared meals
- Sauces and dressings
Nestlé follows a competitive pricing strategy, where the price of its products is similar to that of its competitors. However, Nestlé also offers value packs and discounts to make its products more affordable for consumers.
For example, Nestlé sells value packs of its popular cereals, coffee, and pet food products. Nestlé also offers discounts on its products through its website and social media channels.
Nestlé products are available in a variety of retail outlets, including grocery stores, supermarkets, convenience stores, and online retailers. Nestlé also partners with foodservice establishments such as restaurants and fast food chains.
This allows Nestlé to reach a wide range of consumers, both through traditional retail channels and through the foodservice industry.
Nestlé uses a variety of promotional channels to reach its target customers, including television and radio commercials, print and digital advertising, social media marketing, point-of-sale promotions, and public relations and media outreach.
Nestlé is also known for its iconic advertising campaigns, which often feature celebrities and influencers. For example, Nestlé’s Nespresso coffee brand is endorsed by George Clooney.
Overall, Nestlé’s product, pricing, place, and promotion strategies are designed to reach a wide range of consumers and drive sales growth.
Here are some additional examples of Nestlé’s product, pricing, place, and promotion strategies:
- Product: Nestlé regularly launches new products and innovates its existing products to meet the changing needs of consumers. For example, Nestlé recently launched a new line of plant-based meat substitutes called Nestlé Harvest Gourmet.
- Pricing: Nestlé offers a variety of pricing options for its products, including value packs, discounts, and loyalty programs. For example, Nestlé offers a Nescafé loyalty program that rewards customers with points for purchasing Nescafé products. These points can be redeemed for rewards such as free products and gift cards.
- Place: Nestlé products are available in a variety of retail outlets, including grocery stores, supermarkets, convenience stores, and online retailers. Nestlé also partners with foodservice establishments such as restaurants, cafes, and vending machines. This allows Nestlé to reach consumers wherever they are, whether they are shopping for groceries, eating out, or on the go.
- Promotion: Nestlé uses a variety of promotional channels to reach its target customers, including television and radio commercials, print and digital advertising, social media marketing, point-of-sale promotions, and public relations and media outreach. For example, Nestlé recently ran a social media campaign to promote its new KitKat Senses range. The campaign featured videos of people experiencing different sensory sensations, such as the feeling of velvet and the sound of laughter. The campaign was designed to highlight the different sensory experiences that consumers can enjoy when eating KitKat Senses.
Nestlé’s product, pricing, place, and promotion strategies are effective because they are tailored to the needs of its target customers. Nestlé offers a variety of pricing options to make its products accessible to consumers with different budgets. Nestlé also makes its products available in a variety of retail outlets, so that consumers can purchase them wherever they are. And Nestlé uses a variety of promotional channels to reach its target customers and highlight the benefits of its products.
How does Nestle use digital marketing in their strategy
1. Search Engine Optimisation
Nestle has put a lot of effort into SEO.
As per Ubersuggest data, it ranks in India for 37,391 keywords as of September 2023. Its organic traffic is 257,375 sessions per month. The stats are low compared to their SEO performance in April 2023.
Here are some of their Search Engine Optimisation techniques :
2. Social Media Marketing
Nestle is active on Instagram, Facebook, and Twitter. As of August 2023, it has 429k followers on Instagram, 11 million likes on Facebook and 290k followers on Twitter.
Let’s analyze how their posts are:
Highlighting their commitment to sustainability and social responsibility. Nestlé regularly shares news about their initiatives in regenerative agriculture, water conservation, and climate change mitigation. This helps to position Nestlé as a responsible and forward-thinking company.
Nestlé’s commitment to regenerative agriculture. This is a topic that is of increasing interest to consumers, and by sharing news about their efforts in this area, Nestlé is positioning themselves as a leader in sustainability.
Nestlé’s efforts to support regenerative agriculture. This is a continuation of the theme of sustainability that is evident in the first post.
The post announces the return of a popular plant-based product. This is likely to generate excitement among fans of the product and encourage them to try it again.
Overall, Nestlé’s marketing strategy is effective in promoting their brand and engaging with consumers. By focusing on sustainability, creativity, and collaboration, Nestlé is able to reach a wide audience with their messages.
Nestlé’s YouTube channel primarily features long-form content such as interviews, The CEO Digest, such as the fireside chat between JPMorgan Chase CEO Jamie Dimon and Nestlé CEO Mark Schneider.
The channel also hosts discussions on social issues such as gender equality.
In addition, the channel publishes excerpts from Nestlé’s Investor Summit.
3. Event Marketing
In celebration of diversity and inclusion, KitKat Canada has partnered with Friends of Ruby for the second year in a row to launch a special edition KitKat Pride Bar. All proceeds from the sale of this limited-edition bar will be donated to provide mental health support and housing for 2SLGBTQIA+ youth.
4. Paid Advertising
- Television commercials: Nestlé is a major advertiser on television, and their commercials are often seen during popular shows and events. For example, Nestlé aired a commercial during the Super Bowl in 2023 that featured celebrities such as Serena Williams and Dwayne Johnson.
- Online advertising: Nestlé also advertises online, and their ads can be seen on websites, social media platforms, and search engines. For example, Nestlé may place ads on Google search results pages when people search for terms related to food or nutrition.
- Print advertising: Nestlé also advertises in print publications, such as magazines and newspapers. For example, Nestlé may place ads in food magazines or in newspapers during the holiday season.
- Product placement: Nestlé also pays to have their products placed in movies, television shows, and other forms of media. For example, Nestlé may pay to have their products featured in a popular television show.
- Sponsorship: Nestlé also sponsors events, such as sporting events and music festivals. Sponsorship allows Nestlé to associate their brand with these events and to reach a large audience. For example, Nestlé may sponsor the Olympic Games.
5. Cause marketing:
Nestlé also supports social causes, and they may use cause marketing campaigns to promote their products. For example, Nestlé may partner with a charity to donate a portion of the proceeds from the sale of a particular product to the charity.
Top Competitors of Nestle
Here’s the list of top competitors of Nestle:
As we wrap up our analysis of Nestle’s impressive digital marketing strategy, it’s clear that staying up-to-date with the latest trends and techniques is key to success in the digital marketing world.
Whether you’re a marketing professional or just starting out, be sure to check out our free digital marketing masterclass to gain a solid foundation in the essentials of digital marketing.
Who knows, you might just develop the next big marketing strategy like Nestle’s! Don’t forget to share your thoughts and comments on Nestle’s strategy in the comments below.