Campaign Plan Book: Nestle

GOOD FOOD, GOOD LIFE

Angela Snipes Kimberly Morris

Jasmine Scott Stanley Moon Brett Pointer

THE NESTLE COMPANY: GOOD FOOD, GOOD LIFE HISTORY The Nestle Company dates back to 1867 when two separate Swiss Enterprises were founded and would later form Nestle as we know it today. In the following decades, the two competing enterprises aggressively expanded their business throughout the United States and Europe. In 1867, Nestle developed a milk-based baby food and soon after they began marketing this new product. Nestle has some 6,000 different brands with a wide range of products across a large number of markets including, coffee, bottled water, cat food, baby food, chocolate, cereals, ice cream and the list goes on and on. In 2009 sales were $107.6 billion and the net profit was 10.43 billion. Geographically Nestles sales were 32% from Europe, 31% US, 16% from Asia and 21% from the rest of the world. Much of their sales are from their drinks accounting for 27% and from dairy and food products accounting for another 26%, 18% comes from ready-made food products like Stouffers, 12% of sales are from chocolate and 11% of sales from pet products, 6% from pharmaceutical products and a mere 2% from baby milks which was their first ever invention. S.W.O.T. Analysis Strengths

Huge amount of different brands

Healthy food products

Strong brand recognition

High customer satisfaction Weaknesses

FDA Regulations on Food Products

Entering already mature markets

Opportunities

Break into the market of baby food which only accounts for 2% sales

Break into the pharmaceutical market which only accounts for 6% sales

Tap into the market in South America

Constantly create healthy, exciting food products

Nestles health based products are becoming more popular in the world and the US

Consumers are becoming more health conscious

Tap into the German market with health based products

Threats

Entering already mature markets.

Dannon has already established a leadership position in the yogurt market in France.

More intense competition in the United States yogurt market.

General Mills’ Yoplait division is the leader in the yogurt market in the US and has been for years.

Future & Strategies To capture markets in Germany and South America, and more of the US market for health food products such as yogurt. Nestle will constantly strive to create innovative ways to provide healthy, delicious food to the consumer. Target Market Since the product is food, there is a target market for every category. Fancy Feast Target market is pet owners, while Stouffers target market is single people that don’t have someone at home to cook dinner as well as the elderly, and busy moms without time to cook. Nesquick’s target market is mainly children although now Nesquick is offering a healthier version for adults in order to supply a demand for a more healthy drink. Power Bars target market is athletes and Gerber’s target market is anyone with kids, mainly women since they often buy the baby food. Advertising Agency JWT which is arguably the world’s first advertising agency. JWT was founded in 1864 by William James Carlton is now the 4th largest agency in the world. JWT was named Adweek magazine’s 2009 “Global Agency of the Year.” JWT proudly claims credit for many innovations in the advertising industry, namely: inventing the grilled cheese sandwich for its client Kraft in 1930 and producing the first ever TV commercial in 1939 just to name a few. Their client list is huge while many of them can be found on Interbrands Survey of Top 100 brands and they are as follows:

Nestle is ranked 55 on the Interbrand Survey of Top 100 brands.

Key Strategy Nestle has many brands but the main theme is “Nestle Good Food, Good Life.” Each commercial will end with this slogan and each print ad will have this logo somewhere on the ad. Good Food, Good Life has always been the culture at Nestle and this strategy is also our marketing strategy.

GERBER CAMPAIGN: GERBER - GOOD FOOD, GOOD LIFE Target Audience: anyone with kids, mainly women Media Strategy: Print in Parenting Magazines and TV ads during morning cartoons and/or Soap Operas and on Channels like Lifetime. Gerber Print Ad

Gerber TV ad

FANCY FEAST CAT FOOD CAMPAIGN: FANCY FEAST, GOOD CAT FOOD, GOOD CAT LIFE Target Audience: cat owners Media Strategy: TV Commercials on the Animal Planet Network and print ads in FANCY FEAST PRINT AD

FANCE FEAST TV COMMERCIAL

STOUFFERS CAMPAIGN: STOUFFERS- GOOD FOOD, GOOD LIFE Target Audience: Busy Moms, Elderly, Single Men Media Strategy: TV ads during the evening news and the afternoon news and print ads in the Newspaper. Stouffers Print Ad

Stouffers TV ad

NESQUICK CAMPAIGN: NESQUICK- GOOD FOOD, GOOD LIFE Target Audience: Children mainly but trying to capture elderly market as well Media Strategy: Print ads in kids magazines and parenting magazines. TV commercials during cartoons NESQUICK PRINT AD

NESQUICK TV AD

NESTLE POWER BAR CAMPAIGN: POWERBAR- GOOD FOOD, GOOD LIFE Target Audience: athletes Media Plan: Commercials during NBA, NFL, and MLB games as well as commercials during college football Saturdays and Print in Sports Illustrated, Maxim, etc. POWER BAR PRINT AD

POWER BAR TV AD