Nestle is a big multinational company pioneering in different types and patterns of implementing marketing strategies to ensure long-term sustainability of their products in the global market. Latest trend of marketing strategies globally is dominated by digital mode. Antonio Sciuto introduced this trend of marketing strategy for the product Nestle Water. Digital platform is used through implementation of e-commerce business, which is attended by the most sophisticated target audience. For this purpose, the marketing team had set a mission, which depicts the provision of healthy hydration solution to the consumers with the constant changing pattern of the digital marketing process (dmnews, 2015).
Marketing strategy introduced by Sciuto is interlinked with the engagement of consumers through latest social media like Facebook and Twitter. Objective of this strategy is to customize the experience of the users during lifetime. As individual customer reacts in different way, digital platform is the best option to reach them with clear distinction of their needs. This marketing strategy is applicable for the entire range of Nestle Water products and thus the information flow for the products generates good quantum of market feedback available online. The use of this Marketing Cloud strengthens the approach of Scuito by providing online and in-person experiences, which can be instrumental to take necessary steps for betterment of products as per the need of the customers (Liyakasa, 2016).
Marketing Cloud is the best option through which the marketing team of Scuito, destined for Nestle Water had reached the consumers to their personal level. The objective of this marketing strategy is to create the solid base of relationship with the target audience who are interested on healthy hydration.
The President and CEO of Nestle Waters, Tim Brown had emphasized on company- customer relationship in order to create loyal customer base with the objective of prioritizing relationship with people, not only customers. The effort of Brown and Scuito has taken shape in building relationship with the customers through different engagement programs, which are mainly executed through consumer engagement center, stationed at New York (WSJ, 2016).
This effort had made enormous impact on the products of the brand Nestle Waters and the group marketing Manager, strategy and Business Development, Courtney Stacks had emphasized on the need of the customers with the right product in right place and time. The consumer engagement center would do the needful to meet the needs of the customers, which are known through real time communication. This instrument could be elementary to share personalized experience, which is based on different tools like automated journey with the customization as per online behavior. These are available through Journey Builder and predictive intelligence.
Scuito emphatically described the vision of the company by saying that priority of connecting all touch points, with moving from creation of databases to communities, which are contributing to the target audience.
Although the taste of customers is not static and always tends to change, this effort towards building personal relationship with the customers can attribute towards building relationship with target audience. This drive can create loyal customer base who can deliver their views and customized inputs for the company related to different products. Marketing Cloud is one such digital platform, which can perform this duty with the probability of, empowering the revolution. The graph of the performance of Nestle Waters can be visible through the below chart which can clearly show the year wise performance graph from 2007 to 2011. Highest peak was found in 2010 when Scuito had initiated the concept of digital marketing through Marketing Cloud connecting customers with the company.
This company is engaged in beauty business with different categories named Garnier, Maybelline, and Lancome. The company is selling 28 brands with the vision of ‘beauty for all’. If everything is as per plan, the company has the ability of attracting new customers of one billion with the Australian contribution to 2.5 million prospective customers by the year 2020.
L’Oreal is taking the assistance of Marketing Cloud in order to ensure closer acquaintance with the customers by providing easy way to reach the customers for navigation of many products of the company (Quinn et al., 2006).
The digital head of the company, Christophe Eymery had put light on the recent challenges faced by the company already existing in the market for more than 100 years. The observation reiterates that there is buyers’ drive and no existence of brand loyalty amongst the customers as the market. Hence, the need of the marketing strategy is to emphasize on portfolio approach to marketing with the story of multi brand dominance in the market. This situation demands to reach the customers in more personalized way, which can be possible through application of Marketing Cloud as the company has the total product range of more than 4000 products to sell.
The tool of Journey Builder is equipped with Marketing Cloud to get the right answers from the customers with the help of offered drag and drop graphical user boundary for interaction of customers across all channels and media. The digital canvas journey builder is assigned to deliver to the marketers of the company ensuring their ability of track journeys of customers and engagement with customers with probable prospects in the more close level.
Earlier TV and magazines are reckoned as the media for mass communication but recently there are ample and unique opportunities by the virtue of latest technologies. This development had enabled the Journey Builder of sales force with proper identification of touch points. It is easily tracked how and where the customers are prioritizing the company brand on the digital platform like social media, mobile, etc. The company in Journey Builder with assured deliverance of messages at the proper time attends all these messages. To ensure proper application of Journey Builder for getting the feedback of personalized experience of customers an App named as Makeup Genius is introduced. This App can be availed through Smartphone by converting the phone into a mirror through which customers can be able to try makeup and respective products of the company for creating their own look. 500,000 Australians are downloading this App in six weeks (Bhasin, 2016).
Journey Builder of the company is providing the framework to continue the communication and Sales force Marketing Cloud module, while the social studio is reckoned as the eyes and ears of the company. The outcome of this marketing strategy of L’Oreal in Australia through Marketing Cloud is instrumental to 40,000 communications related to beauty in social media every day. Social Studio had done the work of using the conversations for future campaign of sales. The use of Content Calendar of Social Studio is to coordinate social campaign, right from creation and scheduling content to understand the way of performance of this instrument.
Eymery had said that this instrument of Social Studio is very much powerful as the changes of beauty industry is so frequent with the exploration of new trend from the manufacturers and the customers acknowledge the same. It is obvious that proper tracking of changes are to be made with quick responses, which is being taken care by the Sales Force by highlighting the requirement of the customers along with their feedback about the brands of the company.
This flow of information can be reckoned as instrumental for the present status of success and future plans, which are based on this reservoir of information. This flow of information is being found from all points across the sales and marketing of the company. Basic tools used for this purpose by L’Oreal are Sales Cloud and Marketing Cloud.
Conclusion
The role of Marketing Cloud is being considered as more powerful instrument day by day with the application by different MNCs. This instrument proved to be result oriented and most effective tools for the purpose of marketing strategy to be used by the companies.
References:
Bhasin, H., 2016. Marketing mix of Loreal – Loreal marketing mix. [Online] Available at: https://www.marketing91.com/marketing-mix-loreal/ [Accessed 02 August 2017].
dmnews, 2015. 7 Lessons Marketers Can Learn From Nestlé Waters’ CMO. [Online] Available at: https://www.dmnews.com/marketing-strategy/7-lessons-marketers-can-learn-from-nestl%C3%A9-waters-cmo/article/458848/ [Accessed 02 August 2017].
Liyakasa, K., 2016. Nestle Waters CMO Sees A Bright Future For ‘Direct-To-Consumer’ Content. [Online] Available at: https://adexchanger.com/advertiser/nestle-waters-cmo-sees-bright-future-direct-consumer-content/ [Accessed 02 August 2017].
Marketingcloud, 2015. Salesforce Journey Builder maps L’Oréal’s customer journeys across 28 brands. [Online] Available at: https://www.marketingcloud.com/customer-success-stories/nestle-waters/ [Accessed 02 August 2017].
Quinn, J., Williams, C., Lilico, A. & Lynn, M., 2006. History of L’Oréal. [Online] Available at: https://www.telegraph.co.uk/finance/2932582/History-of-LOreal.html [Accessed 02 August 2017].
Referralsaasquatch, 2017. Product Marketing Strategy: 57 Experts Discuss Key Pillars for Success. [Online] Available at: https://www.referralsaasquatch.com/product-marketing-strategy/ [Accessed 02 August 2017].
Salesforce, 2016. Salesforce Journey Builder maps L’Oréal’s customer journeys across 28 brands. [Online] Available at: https://www.salesforce.com/au/customers/stories/loreal.jsp [Accessed 02 August 2017].
WSJ, 2016. Nestlé Waters CEO on Brand Purpose. [Online] Available at: https://deloitte.wsj.com/cmo/2017/01/23/nestle-waters-ceo-on-brand-purpose/ [Accessed 02 August 2017].
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