Global Marketing - Nestle Case\'s PDF

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Cas pratique sur l'entreprise Nestle....

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Global Marketing : Nestle case’s

Tomas Martins – Shad Benseghir – Justin Elan

Firstly we will talk about the positioning model and in a second time we will discuss the importance of invesstissment research, finally and in order to conclude we will explain the different ways in which market research can be applied to satisfy consumers about Nestlé brand.

1/ Critically examine Nestlé’s positioning model Nestlé is a Swiss company, and one of the world's leading food companies. It produces and markets a wide range of products and beverages for food and feed. Regarding Nestlé's localization of activity and positioning, the company operates mainly in the Western zones (France, USA, etc.), but it should be noted that 40% of its turnover is located in emerging markets (China, India, etc.) where CEOs wish to invest more in order to support their growth on a global scale and follow the trend of globalization. "Emerging markets have billions of people who share the same goal : to live better. " Paul Bulcke, Managing Director at Nestlé. Nestlé has been able to develop its product portfolio very quickly. This diversification, combined with an innovation strategy, has enabled the group to internationalize and conquer the globe. Nestlé has become a key player in the agri-food sector and is implementing a strategy of loyalty and proximity. Through relational marketing focused on safety, quality and trust, it aims to build consumer loyalty from birth with baby products until maturity (Nescafé). This loyalty is achieved through a comprehensive range of products that are varied and adapted to the age of consumers, leaving Nestlé with an even wider range of prospect customers. After all the food scandals and controversies related to lobbying in the agri-food industry, Nestlé wanted to position itself as a responsible and concerned player for the well-being of its consumers.The multiplication of humanitarian action, partnerships and sponsors have allowed the group to increase their visibility and notoriety. This proximity is one of the group's assets and promotes sympathy towards the group's brands. For the coming years, Nestlé6 aims to be recognized as the world's leading société6 in the field of Nutrition, Health and Well-being and as the sector's benchmark in terms of financial performance.

2/ Discuss the importance of investment in research with regards to the Nestlé Case T h ei mp o r t a n c eo f i n v e s t me n t f o rt h eNe s t l éGr o u pi ss o me t h i n gt h a t c a nb ef e l t s i n c e , a c c o r d i n gt ot h e 2 0 1 2fi g u r e s ,t h eGr o u ph a si n v e s t e dUSD1 , 5 4 4mi l l i o ni nt h e3 4c e n t r e sd e d i c a t e dt or e s e a r c ha n d d e v e l o p me n t .T h r e eo ft h e s ec e n t r e sa r ec o n s i d e r e dt ob ef u n d a me n t a l r e s e a r c hc e n t r e s:t h eNe s t l é Re s e a r c hCe n t r e , t h eNe s t l éCl i n i c a l De v e l o p me n t Un i t a n dt h eNe s t l éI n s t i t u t eo f He a l t hSc i e n c e s .

Global Marketing : Nestle case’s

Tomas Martins – Shad Benseghir – Justin Elan

I nt h e s ec e n t e r sh a v ep r o v i d e dme d i c a le x p e r t i s ei nd i ff e r e n tt h e r a p e u t i ca r e a sa n di n n o v a t i v e t e c h n o l o g i e sa r ed e v e l o p e dt h a tf o r mt h eb a s i sf o rt h ed e v e l o p me n to fn e wp r o d u c t sa n dt h e i r d e p l o y me n ti nt h ec o mp a n y ' sa c t i v i t i e s .T h e s es t u d i e sa r ei n t e n d e dt ome e tt h es p e c i fi cn e e d so f r e g i o n si nt e r mso f r e s e a r c ha n dd e v e l o p me n t , s u c ha sa d a p t i n gp r o d u c t st ol o c a l r e q u i r e me n t s . T h u s , t h eNe s t l éI n s t i t u t eo f He a l t hSc i e n c e swa sc r e a t e da san e wf r o n t i e ri nNe s t l é ' sR&Dc a p a c i t yt o c o n d u c tp i o n e e r i n gr e s e a r c hi nt h ei n n o v a t i v efi e l do ft a r g e t e dn u t r i t i o ni nt h eh e a l t hs c i e n c e s .Th e s c i e n t i fi ca r e a so fh e a l t ha n dn u t r i t i o na r ep a r t i c u l a r l yi mp o r t a n tt oNe s t l é ,a st h e yf o r mt h eb a s i sf o r u n d e r s t a n d i n gh u ma nn u t r i t i o na n ds e e k i n ga p p r o p r i a t ea n dt a r g e t e ds o l u t i o n sf o rp e o p l ewi t ht h e u l t i ma t eg o a l o f i mp r o v i n gt h e i r q u a l i t yo f l i f e . T h eo b j e c t i v eo ft h e i rr e s e a r c hi st ob e t t e ru n d e r s t a n dh e a l t ha n d ,t h e r e f o r e ,p r o g r e s s i o na c r o s sa c o n t i n u u mf r o mh e a l t ht oc h r o n i cd i s e a s e ss u c ha sAl z h e i me r ' sd i s e a s e ,d i a b e t e sa n do b e s i t y .T h i s p r o v i d e sac o n t e x tf o rh e a l t ha n dn u t r i t i o ni n t e r v e n t i o n st h a th e l pt oi mp r o v et h ema n a g e me n to ft h e s e c o n d i t i o n s , wh i c hp l a c ea ni n c r e a s i n g l yu n s u s t a i n a b l eb u r d e no nh e a l t hs y s t e msa r o u n dt h ewo r l d . T h i s r e s e a r c hu s e sa ni n t e g r a t e ds y s t e msa p p r o a c ht od e fi n eh e a l t ha n du n d e r s t a n dt h er e l a t i o n s h i pb e t we e n g e n e t i c s ,d i e ta n dl i f e s t y l ei no r d e rt op r o p o s en e ws c i e n t i fi cs o l u t i o n sf o rt a r g e t e dn u t r i t i o n a l i n t e r v e n t i o n s .

3 / Explain the different ways in which market research can be applied to satisfy consumers. First of all, we will recall what market research is: - Market research is the collection and analysis of information to identify the characteristics of a market. Market research can be applied in different ways, they help to understand certain directly applicable marketing strategies: - REDUCE THE DIRECT AND INDIRECT COSTS ASSOCIATED WITH CUSTOMER DISSATISFACTION Customer dissatisfaction is one of the main dangers for a company. Several studies have shown the considerable economic and financial impact of consumer dissatisfaction. According to the consulting firm Livework studio, 91% of consumers who are dissatisfied with your products or services will no longer return to your company. A high level of customer dissatisfaction leads to a loss of customers. Market research therefore makes it possible to identify the factors of dissatisfaction - RESPOND TO DIFFICULTIES IN ACQUIRING CUSTOMERS There are two ways to develop your turnover. The first is to acquire new customers, based on the equation "more customers = more revenue". The problem is that the acquisition of new customers is becoming more and more expensive. The second is not to focus on acquisition, but on retention and retention. This solution is much more economical: keeping a customer is cheaper than finding a new one.

Global Marketing : Nestle case’s

Tomas Martins – Shad Benseghir – Justin Elan

- ENHANCE THE COMPANY'S BRAND IMAGE The brand image reflects the perception that consumers (= your potential customers) have of your company. Managing customer satisfaction through corrective measures and actions will allow you to reduce customer dissatisfaction, and therefore negative word of mouth, and increase customer satisfaction, and thus positive word of mouth. Through the Nestlé case, we can see the different ways in which the company's market research has led to consumer satisfaction. Nestlé earns consumer confidence not only by taking into account serious concerns about the quality of food and the variety they serve to its customers, but also by investing in research laboratories to ensure that they exceed quality requirements for food safety. In 2009, Nestlé's Regional Microbiology Laboratory in Dubai, United Arab Emirates, became famous for its wide range of tests for salmonella analysis. The new facility is also used to train several government agencies. Another recent investment is the Advanced Sensory Laboratory Unit for Product Renovation and Innovation (SLURP), also located in Dubai. Local manufacturing of products allows Nestlé to adapt to the cultural needs and preferences of the local market and to accelerate the delivery of fresher products to the market and the consumer. In this way, new market information can be implemented efficiently and in a timely manner. According to Nestlé, giving them a key advantage over their competitors, a practice they have followed for many of their manufacturing plants in the Middle East. Moreover, Nestlé continues to expand in emerging markets and is currently using a popularly positioned product (PPP) model as a growth driver for the region. Nestlé PPPs are adapted to their needs in terms of price, accessibility and format, such as single-use packages.  http://www.nestle.fr/asset-library/documents/rapport%20annuel%20nestle %20sa.pdf (chiffres, stats, graphiques, images…) avec des screens shot : cmd + shift + 4.  https://www.nestle.com/asset-library/documents/media/events/stc%20orbe %202013/ff%20randd%20(march%202013)_fr.pdf (R&D)...