Analysis of Nestle Promotion Strategies

Nestle have similar promotion strategies as Cadbury’s but not the same. For a start, with Nestle targeting a bigger majority of people due to their variety of products, this gives them a bigger chance of reaching out to more people and becoming popular for their creation of many different products and not just one certain type, such as their chocolate. With Nestle owning so many products, they are very respected as their quality seems to always be very good and you won’t hear many complaints about them regarding quality. This immediately gives them more of a chance of people buying their product instead of a similar one by a different brand. When it comes to marketing. Price is a very important factor to get right. And Nestle price their products competitively well. You will find their chocolate products similarly priced as other company’s chocolate products, such as Cadbury’s, this is so that people aren’t likely to disregard Nestle and choose Cadbury’s because of pricing. Nestle has some very popular promotions in the marketing mix of Nestle. An example of this would be the ‘Nescafe tune’.

This was launched over 20 years ago and it brought Nestle strongly in the market. Nestle uses image differentiation since their logo is completely different to any competitors. Nestle also has a large number of educated employees who are very advanced at doing their job and promote Nestle well to customers. With twenty nine of Nestles brands having annual sales of over $1. 1B, educated employees who have experience and know what they are doing to a much more advanced level compared to others are essential for Nestle. Nestle uses Twitter to advertise and also have more than one Twitter account. Nestle own many different Twitter accounts to advertise their products and services on, they also have their own accounts for individual brands, just like Cadbury’s, so this method must really work well.

When it comes to the attributes of the target market, Nestle doesn’t target a specific age, maybe they target a younger market for their chocolate, or snacks, but their other products such as cereal or water will be targeted for any age. They don’t have a specific gender or ethnicity either, but they do target India for many of their products, for example, Nescafe India. But this is because of their relationship with India back in 1912 when they began trading as the Nestle Anglo-Swiss condensed Milk Company.

Nestle also occasionally advertises products on the TV, here is an example of a persuasive Nestle advert.