Discuss about the Nestle Digital and Social Media Marketing Strategies Management.
Nestle is one of the largest brand of the world, it is a Swiss transnational food and drink company, it has the headquarter Switzerland; it has been one of the largest food company in the years 2014 to 2016 by the revenues and other metrics. It was ranked no. 72 in the fortune global 500 in the year 2014 and in 2016 no.33 of 2000 list of largest public companies. The products of nestle include the baby foods, bottled water, coffee and tea, dairy products, pet foods, frozen food, snacks, medical food, breakfast cereals and ice creams. The annual sales of Nestle’s twenty nine brands is a over one billion, the Nespresso, Nescafe, kit-Kat, Maggie,Vittel, Nesquik, Stouffer’s, Smarties, these brands have been strongly used and liked by the people around the globe.
Nestle has 447 factories in 194 countries of the world and around 339,000 employees working, nestle entered in a joint venture with the Cadbury and was very close to purchase the Hershey’s the iconic American company. In the year 2006 it became the world’s largest ice cream maker of about 17.5% of the market share. In the year 2007 it entered into a strategic partnership with the Belgian chocolate maker.
Social media can be easily accessed and it is also a meeting point of today’s internet audiences. The major possibility of directly accessing the clients without any third party interventions, social media advertising is costly other than any other sources of advertising. It also helps in the search engine and ranking of the website of the company.
Analysis
On analyzing the company and acknowledging its data, the social media presence shows that as everyone wants to gain the social media recognition for their companies, when it comes to social media presence Nestle uses the highly active social media networks, face book, twitter, Instagram, Google plus, Pinterest etc, there are a number of countless other websites too which are used by the company. It can be highly beneficial for a company to have a good social media presence but it is only possible after developing a large following and giving them what they actually want. Nestle also uses the social networks to socially make people aware about the products and services and also gain competitive advantages and public feedback and use these feedbacks to improve globally.
Nestle has socially enlarged and built their consumer engagement center in 2011, the CEC of the Nestle monitor’s the extensive social media presence. One of most challenging activity of the company is, to analyze the enormous amount of information and data they have been receiving and interactions of the activities with the content they produce.
The production of the company is about 1,500 pieces of the unique content daily, and the fan following of Nestle on face book is about 210 million, they have also been managing the 2,000 brand profiles in different product categories and markets.
Not only the monitoring of the social performance is a critical aspect of their analysis, but also they need the capabilities to ensure their performance of the social strategy against the competition. They also need to recognize the areas where to improve. The social media presence has certain advantages and has brought about a great change in the performance ofNestle and recognizes the competitors by getting an overview of the local companies and local brands (Morgan, 2016).
It is very important to evaluate and plan about the company, connect with the audiences and get engaged socially through social media. It is very likely to know the consumers of your product and who is interested in the product or services. It is also very important to bring up with something unique product that would appeal to a certain audiences through social media by connecting with those who are associated with them directly or indirectly. The word of mouth is rightly a powerful thing that would connect with those who are connected with your target audience in the social media. Now day half of the people interact socially and communicate with each other and analyze the views of one another about a certain product or a brand. There are so many types of audiences that should be looked for:
The company nestle has profiled with the certain social networking sites for connecting with people and make them aware with the certain types of products that they come up with. Nestle connects with the people on Twitter, face book, Google plus, LinkedIn and many more other social media networks to reach its audiences. The different efforts are made by the company to make Nestle a public oriented brand. Nestle makes sure that the products have been positioned in the most appropriate audience, it produces and makes advertising ideas that is creative, also ensures the product to be appealed to a wide range of the audiences (Cohen, 2015).
The social media marketing is a form of internet marketing, it uses the various social media networking in order to achieve the products branding, goals and the marketing communications. It covers the various activities that involve the social sharing of the videos, contents, images for the marketing purposes as well as the social media advertising. The process of social media marketing gains traffic and attention using the social media sites for seeking, integrating and developing the marketing concepts, the social media marketing of Nestle is considered to be as one of the leading company in the food and beverage industry and strongly focus on the development and the implementation of the social media strategy.
The company nestle uses the social media to drive the innovations marketing and the leadership potential, but very likely the company is focusing on to transforming its operations and the efficiency of the of the supply chain. The social media marketing dynamics of the company has been redefined and raise the effective social media practices. The analysis of the social media marketing of nestle focuses on the overall digital goals:
The communication to all the consumers must reflect the good taste and social responsibility in relation to the standards. The advertising and the content of the advertising depicts the attitudes and must not be offensive so that it hurts the religious beliefs and ethics of any consumer, it should be in a way that may avoid the media contents that is bad in taste. The company should keep in mind that the products advertised should not misfortune others. The communication to the consumers should show the right consumption of the product in a safe way, it should not depict the people who are engaged in dangerous activities. It is against the principles of Nestle to sponsor or place advertising in the television, radio programmes, magazines or websites, who attracts the viewers by the offensive behavior and exploiting violence or sexual means (PRNewswire, 2014).
The ethics of a company is that which examines the ethical principles, moral or ethical problems that may at times arise in a business environment. It applies to all the aspects of the companies and individuals conduct and also to the entire organization. The survey conducted by the charity Oxfam had scored ten food and beverage companies, out of which Nestle was marked the first rank for the security of the products produced by the company, but the scorecard in the Behinds the Brands magazine had made it clear that, the companies listed in the survey needs to show improvements. The privacy is considered to be one of the most troubling personal and professional issues, but it cannot be addressed without the consideration of the ethics.
The ethics of nestle aims to determine the fundamental purposes of the organization and also governs the decisions on the daily basis; it is also the internal code that governs the individual’s conduct. The actual meaning of privacy in a company or industry cannot be concluded without the actual understanding of the ethical basis and individual motivations in concern of organization. Although considering the fact that Nestle was ranked the number one in the survey, the company itself said in a statement that the improvement of the food security worldwide requires a lot of efforts by all the shareholders (Nestle good food, good life, 2013).
Social media technologies are the technologies that:
Technologies are the most important part of the research and development, there are number of engineers working in different fields in the research and development of Nestle, from processing technologies of the foods, to manufacturing of the new beverages and packaging of the products equipments with latest technologies are used. The Nespresso, Nescafe, BabyNesetc are some brands of the Nestle that use these latest techniques for production.
Evaluation
The food scientist’s technologies that enable the safe and nutritious foods and beverages keeping in mind the new techniques and methods. Nestle is developing and is a world leader in using the different technologies:
Portion dispensing systems.
On the eastern edge of the Jonesboro city, a Craighead technology park has been constructed for the frozen food plant on around 73 acres site. The plants in Nestle are customers- built refrigerated warehouses and distribution centre. In prior to the distribution of the Nestle finished products 20.000ft refrigerated warehouse provides temperature controlled storage warehouses (Nestle good food, good life, 2017).
Conclusion
The company nestle being the largest FMCG Company all around the globe uses its social media presence and audiences for interaction and also leads in the food and beverages industry with its products being highly consumer satisfactory. The report analyzes the social media presence, audiences, marketing, the ethics, privacy and security of the company with its target consumers
The company has the annual sales of its brands that have been flourishing all around the globe about a billion, the company has been ranked as one of the leading company amongst the 2000 list of public companies. The social media concerns of nestle has been making it in public recognition and providing an open market opportunities for the company to advertise its products and make it a public iconic brand. The company ensures that the product are so positioned in such a way that;
These networks are used by the company to connect with the target audience. The ethics, privacy and security of nestle are in concern with the consumers data privacy, protection and utilization of the information that has been provided by the consumer. The privacy and security of Nestle aims at determining the code of conduct to all of the individuals and the company as a whole.
The social media technologies used by Nestle are;
The large warehouses with the latest technologies for the storage of the finished products of Nestle is constructed, the latest technologies in the R&D departments are used by the engineers to produce a number of variety products.
Reference
Cohen, H, 2015, Social Media Marketing 2015: Where Is Your Audience?, retrieved on 11th of January 2017, from https://heidicohen.com/social-media-marketing-2015/
Galli, A, 2017, Nestlé &the Digital Acceleration Team Take Social to the Next Level with Socialbakers, retrieved on 11th of January 2017, from https://www.socialbakers.com/social-media-content/client-stories/nestle/
Morgan, W, 2016, Social Marketing Definition, retrieved on 11th January 2017, from https://www.i-socialmarketing.org/index.php?option=com_content&view=article&id=84:social-marketing-definition&catid=28:front-page&gclid=CLDK6u7TudECFdiGaAodFEYJDA#.WHcN21V97IW
Nestle good food, good life, 2013, Nestlé’s efforts on food security recognized by Oxfam, retrieved on 11th January 2017, from <https://www.nestle.com/media/newsandfeatures/nestle-food-security-oxfam-behind-the-brands>
Nestle good food, good life, 2015, Privacy Notes, retrieved on 11th January 2017, from https://www.nestle.com/info/yourdata
Nestle good food, good life, 2017, Food science and technology, retrieved on 11th January 2017, from <https://www.nestle.com/randd/technologies>
PRNewswire, 2014, Nestle%s Effectiveness of Digital and Social Media Marketing Strategies and Innovations, retrieved on 11th January 2017, from https://www.prnewswire.com/news-releases/nestles-effectiveness-of-digital-and-social-media-marketing-strategies-and-innovations-273846691.html
Research and markets, 2015, Nestlé Digital and Social Media Marketing Strategies – Format Strategy, retrieved on 11th January 2017, from https://www.researchandmarkets.com/reports/3238998/nestl%C3%A9-digital-and-social-media-marketing#rela1
Research and markets, 2015, Nestlé Digital and Social Media Marketing Strategies – branding & targeting strategy, retrieved on 11th January 2017, from <https://www.researchandmarkets.com/reports/3238995/nestl%C3%A9-digital-and-social-media-marketing#rela0>
Research and markets, 2015, Nestlé Digital and Social Media Marketing Strategies -Channel Strategy, retrieved on 11th January 2017, from<https://www.researchandmarkets.com/reports/3238997/nestl%C3%A9-digital-and-social-media-marketing#rela0>
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