Nestlé’s Advertising Analysis across Media Platforms

The multinational food and beverage corporation Nestle is Swiss-based. According to revenues, it is currently the biggest food corporation in the world. The business boasts a large selection of goods. These include infant formula, cereals, ice cream, coffee, dairy goods, snacks, frozen foods, and pet foods. Despite its position as a key player in the foods business, it faces competition from other similar companies and their products. The varied marketing techniques used by Nestle across a variety of media platforms are the main topic of this article.

conventional media channels

These consist of books, periodicals, newspapers, radio, and television. Throughout the majority of Nestlé’s 110-year existence, these have been its most utilized sales promotion and advertising platforms. They have been convenient; well spread-out with varying popularity and as a group; they have had the most outreach. Thus it follows that this demographic holds with it a majority of its targeted consumers hence making it the most preferred advertising platform. This platform can be used to advertise just about every one of its products as the demographic holds market for most of its goods. Cadbury could advertise chocolates in a young, hip magazine such as ‘Teen Vogue’ while also running a baby food ad on a home lifestyle magazine and at the same time running a noodles advertisement on television.

Digital marketing

This marketing strategy involves sales promotion in digitized platforms such as websites, blogs, and the likes. Fewer people all over the world have access to this platforms hence the outreach in promotional campaigns is significantly reduced. The digital platforms also introduce a new concept of niches (Kotler & Keller, 2012). Meaning that consumers of information only go for what piques their interests. This means that Nestle has to conduct targeted advertising on digital platforms. Based on market data obtained from observing digital platform user’s habits. A do-it-yourself cookery blog could feature a noodle’s advertisement while a blog with content on love and romance could feature chocolates.

Social media

The twenty-first century has ushered an age of information and innovation that has led to the development of social media as communication tools. This new platform is quickly becoming indispensable and thus cannot be ignored. With every individual user having a profile with unique interests, it has made it easy to refine market data. This has significantly enabled individual user targeted ads. For instance, if a user’s profile on Facebook indicates an upcoming important date such as an anniversary, this information can be shared to Nestle who may then send an advertisement of Cadbury chocolates to this particular user. Social media platforms also aid in getting feedback from consumers (Kotler & Keller, 2012).

Conclusion

The advent and advancement of media platforms have made it easy to navigate the murky marketing waters. These platforms have made it easy to divide target customers into various groups of geographical, demographic, psychographic and behavioral nature. These segments have thus made it easy to increase the efficiency of marketing.

References.

Kotler P & Keller K L. (2012). Marketing Management. 14th ed. Prentice Hall. Pearson. 34. 128.