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An Analysis of the Marketing Concept of Nestle

In: Business and Management

Submitted By Flannery
Words 3332
Pages 14
Introduction
Nestle is the world's leading nutrition, health and wellness company and its mission of "Good Food, Good Life" has for objective to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night (Nestle, 2010). Having more than 450 manufacturing facilities in over 80 countries spreading over six continents (Mattera, 2010). Nestle believes that food and beverages play an increasing role in people's lives, not only in terms of enjoyment and social pleasure, but also in terms of personal health and for nutritional reasons (The World of Nestle, 2006).
1. Identifying two examples of marketing concept in Nestle

Before any company would begin any marketing process, it must develop a marketing concept to identify how it going to address the wants and needs of its customers. Kotler & Armstrong (1996) defined marketing concept as a marketing philosophy that sees the consumer or client as the central focus of all the activities of an organization. In this regard (Nestle Good Food, Good Life 2010) mentions that Nestlé’s priority is to bring high quality, safe, and nutritious foods and beverages to people wherever they are and whatever their needs The company has developed many approaches in line with this outlining mission. Two examples of this marketing concept are elaborated below.

(a) Putting the customer first. According to The World of Nestle (2006), Nestle has bound itself to build all its marketing strategies on consumers' trust in the company. It is reported that Nestle sells over a billion products everyday as a result of the company focussing on the customers by getting closer to them as possible. The idea behind is to have an understanding of people of all ages (babies, toddlers, growing children, teenagers, adults and old people) in...

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