Overview of Product

Discuss about the Marketing Communication Plan for Nestle. 

This report is discussed about the integrated marketing communication plan of a company which is manufacturing the food products for children. This report has been described the products of the company, target market, communication objectives of the company, creative strategy for communication plan and media strategy for proposed communication plan (Fifield, 2012). For the communication plan, the company Nestle in Australia has been taken. Nestle is famous as the leading nutrition company with the promise to provide good health and good taste in the products. The company has tagline ‘good food, good life’ which suits its mission and objectives. The company has wide range of products such as food products, milk products, beverage etc. this report is about the communication plan of baby food provided by the company. There are various ranges of baby foods such as Cerelac, Gerber, Naturnes, Nestum etc. this reprt is about the instant food for the children having age under twelve (Turnbull & Valla, 2013).

Food is the essential elements for daily life. Nestle provides wide range of food products for the kids and youths. In the food products, the company has introduced instant food products such as Cerelac, Gerber, Naturnes, Nestum for the kids (Appendix). These are instant milk base foods that are very healthy for the kids. Nestle is very much concerned about the nutrition of the kids so, the company has introduced various products lines such as milk-based drinks, frozen foods, dairy products, ice cream, instant foods and chocolates. The products of the Nestle are distributed in more than 100 countries across the world. Nestle always focuses on to earn the trust of the consumers. It is focusing on creating sustainable value among the customers. It also creates suitability for stakeholders, business operations and marketing strategies. Company is providing the food products for the kids, so company have to develop the effective strategies for the success of the products (Nestle, 2015).

The main target market of Nestle will be the children who are under the age of 12. The reason of targeting children is that they are the future of the society. They need energy as they are at the growing age. The main aim of the company is to provide healthy food by the products. Along with this, children always have the positive look for things and enjoy new things. So, company wants that the children of the society will stat healthy and fit. Further, company will target the female consumers who are mothers as they are very concerned for their kids. Apart from this, company will focus on the behavioral segmentation so that consumer will give preference to the product again and again. Nestle is very famous for its quality and brand. Customers always have the psychological mindset and based on that, they seek for products which provide them stability. So, Nestle always provide best quality food products to the customers (Martínez, 2012).

Target Audience

It is very useful to attract the customers for the communication activities by the company. There are various advertisements that would be used in the communication plan. Different advertisements in posters, hoardings, and newspapers would be placed to attract the customers by Nestle. Along with this, the packaging materials will be eco friendly which would be used by the company (Dalman & Min, 2014). The company Nestle has covered most of the Australian market and for the success of the product, company needs to develop an effective strategy to stay competitive in the market. Nestle is the famous brand among the customers so, the company needs effective marketing strategy for the success of the child product. The communication objectives if the company can be as follows:

• The targeted customers should consider the provided product of the company for some benefits. The company has the aim to provide good food in the products. So, this aim can be achieved by collecting information related to products.
• It is the objective that most of the market should prefer the child product of Nestle. This objective can be successful by increasing the effectiveness and awareness of the company.
• Nestle should attract new customers who never use the product before. This aim can be achieved by creating brand awareness of the product among the customers. Various advertisements should be done and attractive offers should be provided by the company to cover more market (Srivastava & Thomas, 2010).
• Company needs to understand the intension of the customers for buying the food products. In today’s environment, nothing is pure. The parents of the children want to provide best and healthy food to their children. So, company has to understand the purchasing intensity of the customers (Chakravarthy & Coughlan, 2011).

Above described communication objectives should be used by the company for the next five years to get strong position in the market.

Creative strategy can be described as the strategy which defines that what information should be given to the consumers by the various advertisements. For the advertisements of new product, there should be an effective and proper tagline to attract the customers. Nestle has the tagline ‘good food, good life’. This tagline is suitable for the company because this suits the communication objectives. The aim of the communication plan is to increase the awareness of the product among the customers. This campaign will be helpful to improve the brand image of the company. Through this campaign, the company will be able to capture market. The target market of the company will be children who are under the age of 12 and their mother who are concerned for the health of their kids (Kotler & Keller, 2016).

The promotional strategy for the products is to market the product through online marketing. Online marketing is the popular and effective tool of marketing in the current time. For the marketing of the product, social media is very popular among the consumers as it captures almost more than half part of marketing (Epstein & Yuthas, 2007). So, social media such as Facebook, Youtube and Twitter etc will be used for the communication plan. It is assumed that 55% of the total market will be used by Facebook, then 25% by Youtube, 22% by Google Plus and 22% by Twitter. Along with this, Email marketing will also be used in the campaign (Luttrell, 2016).

The methods of social media are very effective on the consumers but they are costly also. The methods include showing the advertisements on those channels which are very popular among the customers. This is very useful method to connect with the people in the market. With this, company can put the hoardings and posters on the busiest roads. This will also grasp the attention of the customers. This is one sided communication method of the company (Pavlou & Stewart, 2015).

For the promotional activities, events will be organized to capture the target market. In the events, consumers will be able to talk the marketing executives directly. The events by the company will be organized in the crowded places and malls. The organized events will be helpful to understand the needs and requirements of the customers. It will also be helpful to analyze the attitude of the consumers towards the customers (Gilligan & Hird, 2012).

Conclusion

This report has been discussed about the integrated marketing campaign of the company Nestle. Nestle is famous for wide range of food products for every age group. By the discussion, it has been analyzed that the company Nestle is the leading food company in the Australian market. The company is focused on providing healthy food supplements for the children. These products can be taken to fulfill the necessities in the body. It is observed that company is very popular among the customers due to its product and service quality. But, to stay competitive in the market, it is necessary to develop effective marketing strategy by the company.

References

Luttrell, R., (2016), Social Media: How to Engage, Share, and Connect, Rowman & Littlefield

Srivastava, R., & Thomas, G. (2010), Managing brand performance: Aligning positioning, execution and experience, 17(7), 465-471

Pavlou, P. A., & Stewart, D. W., (2015), Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix, pp. 218-222

Kotler P., & Keller, (2016), Marketing Management, (15^th), AUS: Pearson Education

Gilligan, C., & Hird, M., (2012), International Marketing Strategy and Management, 17

Fifield, P., (2012), Marketing strategy (2^nd edition), Berlin: Reed educational & publishing Pvt Ltd

Epstein, M. J. & Yuthas, K., (2007), Evaluating the Effectiveness of Internet Marketing Initiatives, accessed on 31^st January 2017 from https://www.cimaglobal.com/Documents/ImportedDocuments/Tech_MAG_Evaluating_Internet_Marketing_April06.pdf

Chakravarthy, B., & Coughlan, S., (2011), Emerging market strategy: innovating both products and delivery systems, 40(1), 27

Nestle, (2015), Australian Packaging Covenant, accessed on 31^st January 2017 from https://www.nestle.com.au/asset-library/documents/nestle-2012-2015-apc-convenant-action-plan-v3.1.pdf

Dalman, M., & Min, J. (2014), Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect, IJMS, 6(5)

Martínez, P., (2012), The Consumer Mind: Brand Perception and the Implications for Marketers, USA: Kogan Page Ltd

Turnbull, P. W., & Valla, J. P., (2013), Strategies for international industrial marketing, USA: Croom Helm