Successful Marketing Strategies of Nestle (With Campaign Examples)
Nestle’s marketing strategy complements its tagline, “Good Food, Good Life,” with campaigns that convert.
From Nestle’s social media strategy to its in-store promotional banners, the brand’s marketing strategy is a testament to Nestle’s mission of harnessing the power of food to raise people’s standard of living.
Nestle holds a 34.9 percent regional share of worldwide sales. Understanding Nestle’s branding strategy, therefore, is no less than a masterclass on consumer engagement and brand loyalty.
So, what makes Nestle the brand that it is today?
Let’s take a nose-dive into the marketing mix strategy of Nestle to begin with.
Nestle’s Marketing Mix Strategy
We’ll look closely at Nestle’s marketing strategy through campaigns to understand what works for the brand and why.
However, learning about the 4Ps of Nestle’s marketing mix is a mandatory prior step. It explains its product, place, promotion, and pricing strategy, which will give you an overview.
Let’s go through each marketing mix strategy of Nestle one by one:
Nestle’s Product Strategy
When we think of Nestle, it’s almost impossible to pinpoint a specific product that stands out because the brand has so much to offer!
Yes, Nescafe and Maggie collectively pop up in our heads, but the brand offers products from over 8,000 categories. (What!)
The primary product categories include:
- Packaged meals,
- Cooking aids,
- Milk-based products, cereals, baby food,
- Chocolate,
- Coffee (Nescafe),
- Liquid and powdered products such as coffee powder, milk powder, etc.
Diversity is the word that explains Nestle’s product strategy, and diverse products for diverse audiences. Basically, Nestle’s marketing mix and its product variety have everything—well, for everyone! Plus, the brand doesn’t shy away from acquiring sectors that align with its core values, making Nestle’s acquisition strategy a core driver of its growth.
Nestle’s Pricing Strategy
Following the cost-based product strategy, Nestle eventually paved its way to bundle pricing, which is a key player in Nestle’s marketing mix.
The brand discovered customers don’t buy their groceries daily but prefer buying in bulk, resulting in a bundle pricing strategy for products such as Maggie.
Two different approaches are taken in Nestle’s pricing strategy:
- It offers price discounts and promotions for fast-moving consumer goods.
- It keeps the price high for premium products such as gourmet chocolates to keep its brand image intact.
The pricing strategy of Nestle increases consumer friendliness while maintaining a solid brand image.
Nestle’s Place Strategy
Simply put, Nestle ensures each consumer gets the product when they enter a store. The brand makes this possible by spreading its presence in over 187 countries.
Apart from a global presence and leveraging a vast network of subsidiaries and distributors, Nestle,
- Focuses on optimizing its supply chain to reduce costs and enhance product delivery times,
- Has a designated distribution channel for medical nutrition or pet care products,
- Adheres to manufacturing policies that fulfill food safety, quality standards, and regulations,
- Cares about zero waste.
So, how does Nestle make sure that a KitKat in Japan tastes just right for the local crowd, or that a bowl of Maggi noodles hits the spot in India? Well, it’s all about Nestle’s localization strategy. They always integrate their products into different cultures in a way the locals love.
They dive deep into local cultures, work hand-in-hand with the community, and even source locally to make sure everything from the taste to the packaging feels like it’s made just for you.
Nestle’s Promotion Strategy
Like any other FMCG brand, Nestle persuades its customers to buy their products. However, instead of only offering discount coupons and offers, Nestle’s promotion strategies focus on emotional connections, health, and quality of lifestyle.
- Nestle leaves no stone untouched when advertising on multiple platforms, including social media, television, print, and websites.
- The brand posts valuable content on nutrition, lifestyle, recipes, etc., to educate its customers.
- It collaborates with chefs and nutritionists to promote its products.
- It encourages impulse purchases with eye-catching in-store displays.
Some of its best promotional strategy examples are those of Maggi and Kitkat. Consumers know that Maggi is that “made in two minutes” snack, while “Have a break, Have a KitKat!” is a tagline that stays with them.
With a perfect blend of online and offline marketing, Nestle’s advertising strategy makes it challenging for consumers to unsee its products!
Now that all the P’s and the marketing mix of Nestle are done, it’s time to take a step further!
Digital Marketing Strategies of Nestle Explained with Campaigns
Nestle’s digital marketing strategy starts and ends with people. All their campaigns have an authentic connection with their audience. Looking closely at all its marketing campaigns, we find that they bring people together and sell products through them.
How exactly does it manage to do so? Let’s find out through diving deep into Nestle’s marketing world!
Sustainability and Ethical Sourcing – “Generation Regeneration” Campaign
This marketing campaign by Nestle focuses on the two P’s: people and planet. At the heart of Nestle’s strategy is its commitment to sustainability and ethical sourcing, making the “Generation Regeneration” campaign a prime example of how the company integrates these values into its marketing efforts.
The campaign “Generation Regeneration” embodies Nestle’s firm belief in restoring our planet’s resources, making this campaign a transformative change. While Nestle’s Nescafe holds a special place in the hearts of its consumers, it leaves an even more solid mark in the digital landscape for implementing sustainable practices to grow coffee.
“We are generation regeneration. And so are you!”
The brand launched a video in 2020 with this message as a part of the marketing strategy of Nestle, of course. The video has people of varying ages, ethnicities, professions, and demographics proudly pronouncing that they’re all part of a generation that believes in regenerating.
Intending to renew, restore, and protect our environment, it focuses on improving farmers’ livelihoods, eventually enhancing the well-being of communities and consumers. Through the Nestle plan for farmers,
- Nestle supports farmers by co-investing with them in terms of loans for equipment.
- It applies state-of-the-art technology to develop higher-yielding coffee with minimal environmental impact.
- It pays premiums for raw materials produced during regenerative agriculture practices.
The campaign, or rather, a movement, isn’t just words. Aiming to implement regenerative practices spread over half a decade, Nestle works closely with 30 dairy farms in 12 countries to enforce zero greenhouse emissions.
Nestle’s website has articles on regenerative system implementations and how they help communities and the environment.
The campaign recently earned the first spot in the Coffee Barometer’s 2023 Coffee Brew Index for sustainable coffee!
A campaign such as this works since it sparked regenerative agriculture across the brand’s supply chain, eventually enhancing their consumers’ health! This reflects Nestle’s digital marketing strategy of leveraging environmental responsibility to foster deeper connections with consumers.
You can reach out to reputed FMCG marketing companies if you want to devise such a memorable campaign!
Wellness and Nutrition Promotion – “Healthy Kids” Campaign
With yet another fun and creative social media campaign, Nestle launched “Healthier Kids” with the intent to ensure healthy eating habits from a young age. This initiative is part of Nestle’s strategy to promote wellness and nutrition, illustrating the company’s dedication to public health as a cornerstone of its marketing approach.
The campaign supports parents and caregivers to inspire children aged 3 to 12 to live healthier lives. How?
Well, spewing advice about healthy eating habits is one thing, and becoming a partner and a mentor throughout the journey is another. Nestle chooses to be the latter for parents. Under this campaign, the brand aims to help 50 million children lead healthier lives by 2030.
The brand already follows regenerative practices for healthier product development; however, it urges equal efforts from parents to raise healthy kids through this campaign.
What all comes under the campaign?
- Nutrition education with school programs,
- Everyday tips and healthy recipes,
- Lessons and worksheets,
- Educational videos,
To foster health and nutrition, any FMCG brand can focus on the following:
Inspiring kids to eat healthy
or
Offering healthy products
Nestle does both. In an attempt to inspire kids to eat healthy, it launched cooking workshops and emphasized involving kids in cooking.
The video showcases kids preparing a healthy meal for their parents, followed by parents getting involved in cooking a healthy meal. After children participate in the program from 84 countries, Nestle rightfully believes that involving kids in cooking develops healthy eating habits.
Nestle also shares healthy and tasty recipes to cook with the kids!
The campaign spreads awareness about the need to ensure children get proper nutrients to grow, successfully targeting the two primary audiences: caregivers and kids! This aligns with Nestle’s overarching strategy of engaging with families through educational content and interactive experiences to promote a healthier future.
Diversity and Inclusion Effort – “Empowering Women” Campaign
What if we told you that you don’t need your consumers to go all gaga over your brand with outstanding campaigns?
It’s easy to subscribe to the notion that campaigns are always consumer-centric. While the inherent focus is to generate brand awareness among consumers, it’s not the sole intention. Nestle keeps breaking the stereotype time and again, whether by disrupting its supply chain or implementing gender neutrality at its workplace.
Nestle’s dedication to gender equality and empowerment forms a critical component of its corporate social responsibility strategy, which is seamlessly integrated into its marketing narrative through the “Empowering Women” campaign.
Through the “Empowering Women” campaign, the brand focuses on empowering women within its workforce. It stresses the importance of education through tailored agricultural training programs, improving women and broader communities.
For example, with the Nestle cocoa plan, women of the Ivory Coast earn their living by growing coffee and cocoa.
One of the cooperative farmers in the video says, “Nestle has provided them with a nursery for free to grow cocoa and they’re happy working!”
Along with women’s empowerment, the campaign promotes:
- Diversion,
- Inclusion,
- Sustainable supply chain.
The brand also launched a video on International Women’s Day this year discussing the importance of finding a woman’s authentic self in the workplace. Nestle’s social media strategy conveys the message of enhancing gender balance in the workforce through gender-neutral internal policies.
This campaign works as it addresses the ongoing frustrations of societal values and fosters community engagement, creating a change cycle for its workforce and society.
By highlighting its commitment to empowering women, Nestle leverages this campaign to further its brand values of diversity and inclusion, demonstrating how its digital marketing strategies are intricately linked to its corporate values and social responsibilities.
Nestle’s Social Media & Advertising Campaigns
The world of Nestle is about the stories they tell and the hearts they touch.
Let’s see the magic of their campaigns, where creativity meets coffee cups and chocolate breaks, and see how they’ve turned everyday moments into something truly memorable.
KitKat’s “Celebrate the Breakers” Campaign Redefines Breaks
Through the “Celebrate the Breakers” campaign, KitKat transforms the simple act of taking a break into an engaging narrative. Employing animated stories and captivating social media content, KitKat reasserts its position not merely as a chocolate brand but as an integral part of life’s memorable moments.
Nescafe’s “Mean Girls Limited Edition” Post Generates Nostalgia
Coffee Mate’s Instagram post employs a lighthearted approach to promote their limited-edition “Mean Girls Pink Frosting Flavored Creamer.”
They leverage nostalgia for the film by referencing Regina George’s iconic line and repurposing a humorous “burn book” tweet. The post highlights the absurdity of judging coffee preferences while subtly suggesting that embracing the pink creamer embodies the movie’s message of individuality.
Nescafe’s “Open Up” Chronicles Invite Meaningful Conversations
Nescafe encourages a moment of pause to foster connections. This campaign effectively highlights how Nescafe serves as a catalyst for meaningful conversations, demonstrating the brand’s commitment to creating genuine moments of connection over a cup of coffee.
Nespresso and George Clooney’s Partnership Goes Beyond Coffee
Featuring George Clooney, Nespresso’s campaign extends beyond the allure of premium coffee to emphasize sustainability and responsible choices. This collaboration not only enhances the brand’s appeal but also aligns Nespresso with important social and environmental values.
A Day of a Purina Pup Shows What Is Pawdorable
Purina’s Instagram has recently treated us to some heartwarming content, giving us a glimpse into the daily life of the “pawfficial” pup, Bambi, and her devoted human, Dan, who also happens to work as a strategist at Purina. Instead of the typical office settings, this charming video takes us on a journey through their everyday adventures, showcasing Bambi’s remarkable focus as she actively participates in meetings.
“Really Friends?” Explores the Essence of Friendship with Nescafe
Through a compelling documentary, Nescafe delves into the true meaning of friendship in the digital era. This initiative effectively demonstrated the brand’s understanding of contemporary social dynamics, using coffee as a means to transform digital connections into real-world interactions.
There are plenty more where they came from: Check out our blog post about Nescafe’s marketing strategy and campaigns!
In Summary
As observed in the article, all campaigns revolve around people, be it through sustainability or educational programs to teach healthy eating habits or promote gender equality in the workforce. The brand successfully connects people regardless of their age or background, making it one of the top five FMCG companies in the world!
As an FMCG brand, your aim should be to make the consumers’ lives simpler and healthier, and it’s always the right time to determine whether your brand falls heavier on one side than both! To learn more about this niche, including how to craft your 4Ps that resonate with your audience as effectively as Nestlé’s marketing mix, check out our FMCG marketing articles!
