Nestlé is the world’s leading nutrition, health and wellness company. Their company mission is to enhance the quality of consumer’s lives by offering tastier and healthier food and beverages. They also encourage a healthy lifestyle through their corporate proposition of ‘Good Food, Good Life’(Nestle, 2014). Nestle was founded by Henri NESTLÉ in 1866, is a food and beverage industry with headquarter in Switzerland. Today, NESTLÉ had more than 500 sub-companies in 80 countries (Nestle, 1866).
Nestle is investing for the future to ensure the financial and environmental sustainability of their actions and operations (Nestle, 2014). Nestle’s aim is to meet today’s needs without compromising the ability of future generations to meet their needs, and to do so in a way which will ensure profitable growth year after year and a high level of returns for their shareholders and society at large over the long-term(Nestle, 2014).
Nestlé’s consumers have developed higher expectations of the products over the years. Consumerism has grown tremendously whereby consumers want accurate, up-to-date and useful information about the products they buy. We will now see how Nestlé exercises it’s corporate responsibility to meet their consumer’s needs and demands.
2.0 Content
2.1 Describe what is meant by market orientation.
Market orientation is one of the marketing strategies used by a company to attract consumers. Market orientation can be defined as the “focus of discovering and meeting the need and desires of its consumers through its product mix” : (Investopedia, 2010). Market orientation works in reverse as it attempts to tailor products to meet the demands of the customer (Investopedia, 2010). It can also be though as a coordinated mark...
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... because Ben and Jerry not only produce good tasting ice cream but find a way to take care of the environment while making ice cream. They minimize waste of resources and they also reduce environmental liabilities. Ben and Jerry has clearly shown that a business integrate environmental concerns into a business, be a caring business, be a generous business and still do very well financially.
Conclusion
To conclude, we can say that Nestle is an ethical company that sets its rules by social and environmental friendly business principles. By being a market oriented business, Nestle uses its business principles to satisfy the demands of the consumer. Nestle’s communication skills with ther consumers also ensures long term commitment of consumers towards the company. Other companies should also try and adapt Nestle’s principles to increase market share and profitability.
A characteristic of the marketing concept is customer orientation. Business activities are mostly engaged to produce a satisfied customer. They are there to Stress on the desires and wishes of a customer this keeps businesses on track with their target market. The best marketing decisions are completed on the foundation of making a massive impact in the market and towards customers. The consumers/people
The company could write MPR planning and management to indicate their objectives and customer regions. Make a clear differentiation between soft drinks and bottled water. Because the consumers may believe that Nestle bottled water sounds healthier than Coca-Cola brand since Nestle tend to emphasize their image on healthy food products. Then do market test for new taste, new packaging, or new innovation according to each regions, and especially for Europe, the company should launch the new one to replace Dasani image in order to seize their market shares. They may renew all nutrients and packaging.
Ben & Jerry's Homemade, Inc., the Vermont-based manufacturer of ice cream, frozen yoghurt and sorbet, was founded in 1978, with a $12,000 investment ($4,000 of which was borrowed). It soon became popular for its innovative flavours, made from fresh Vermont milk and cream. The company currently distributes ice cream, low fat ice cream, frozen yoghurt, sorbet and novelty products nationwide as well as in selected foreign countries in supermarkets, grocery stores, convenience stores, franchised Ben & Jerry's scoop shops, restaurants and other venues.
Kraft’s Food Inc. is the world’s second largest food manufacturing company that provides numerous food items to its customers. The company is headquartered in the US but its subsidiaries are present in the UK and Canada as well form where it generated subsequent portion of its revenues. Kraft’s Food ...
The environment of L 'Oreal is very competitive and progressive. The trends of consummation force the company to be always more innovative in the production of products, but also in the sale of these products. To continue to be the leader and to compete on the market, L 'Oreal must adopt new strategy in the future in balance with his customers and his environment.
The social responsibility activities of PepsiCo emphasizes on sustainable agriculture, water use efficiency, alternative sources of energy, packaging, wasting, and recycling. The company is also promoting a healthy lifestyle with product like whole grain snack and vitamin beverage. PepsiCo makes sustainability an innate part of their company culture to improve their business strategy and gain competitive advantage. According to Triple Pundit website, PepsiCo reached two years early its 2015 goal of delivering potable water. The sustainability report shows PepsiCo’s effort to nourish customers with healthy products. By going green, companies like PepsiCo have been able to adapt to the expectation of the toda...
Unilever’s Dove is part of the consumer goods company’s many brands which have historically lacked global identity amongst its many products. The lack of global identity resulted in issues such as diverse marketing standards, varied product development, and lack of brand recognition by consumers worldwide. Unilever’s solution to this problem was to group similar product lines under a few recognizable umbrella corporations. This initiative gave birth to the one of the most controversial marketing strategies in the history of business.
They meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. They say “Our deep roots in local cultures and markets around the world give us our strong relationship with consumers and are the foundation for our future growth. We bring our wealth of knowledge and international expertise to the service of local consumers - a truly multi-national multinational. Our long-term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively, and to a willingness to embrace new ideas and learn continuously. To succeed also requires, we believe, the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment in which we have an impact.
Nestle and other breakfasts Cereal Company’s all too often sacrifice potential segments of the market to target one specific group, in many cases; small families and children. The front page of the Nestle website features a banner stating “Click to learn more about the new recipes of your kids favorite breakfast cereals” (Nestle). It is understandable therefore why as the RIAS Presentation suggests over 50’s feel “patronized” (RIAS) a view supported by the Millennium slides, which comment; “55% [of over 50’s] believe marketers treat them in a patronizing way.” (Millennium) An alteration of Nestlé’s advertising, packaging and consumer perception is essential, if they are to target the over 50’s. As the RIAS presentation suggests “Provide choice” (RIAS) perhaps in a variance of products, and show that Nestle “listen to customers” (RIAS) will see successful penetration of the over 50 market segment.
In 2011 PepsiCo announced the launch of their Social Vending System. This system featured a full touch interactive screen. A consumer can select a beverage and enter the reciepent's name, mobile number, and personalized message and gift it with a video. PepsiCo uses technology to their advantage for global implementation.The company uses media sites in multiple was as advertisement and marketing tools.
Due to the fact that changing times imply as well a change of society and its changing wants and needs, companies have to be aware that a brand’s position should be adapted to a newly developed lifestyle. “All brands need to be revital-ized on a regular basis in order for them to be kept fresh, vital, and relevant to the contemporary market.” (Keller/Sterthal/Tybout 2002, p. 86).
Rose, Hannah. (2014, Jan 08). Coffee: A cup that makes studying easier. Nestle: Good food, good life.
Nestle is a Swiss food and beverage Multi-national corporation headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues with about 500 factories in more than 80 countries. The company consists of a powerful portfolio of brands that is driven by unrivalled research and innovation, an aim to contribute to improving the quality of consumers’ lives and a clear commitment to consistence excellence. The company succeeded in accomplishing its mission of “Good Food, Good Life” by making the use of globalization in the areas that are as follows-
Nestlé Company based in Switzerland is the largest food company in the world and makes 1.8 million USD per day just from selling bottled water, non sparkling bottled water being its most profitable commodity. Nestlé has plants of bottled water across the United States and around the world. Nestlé controls one-third of the US market and sells water under 70 different brands across the world. Some popular ones are- Deer Park, Nestlé Pure Life, Ozarka, Ice Mountain and Poland Spring.