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Nestl's Effectiveness of Digital and Social Media Marketing Strategies and Innovations
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Summary

Nestl is among the leaders in the food & beverage industry to have strongly focused on developing and implementing a digital and social media strategy. Nestl leverages upon social media to drive marketing, innovation and leadership potential. Moreover, by capitalizing on digital and social media channels, Nestl focuses on transforming its operations, and go beyond marketing, to drive cost and supply chain efficiencies. Nestl s strategy has redefined the dynamics of social media marketing and has raised the benchmarks of effective social media practices.

Synopsis

This report provides in-depth analysis of Nestl's social media strategy with a focus on overall digital goals. This report provides insights on the following 6 modules:

• Digital and Social Media Strategic Imperatives: This module provides insights into Nestl's digital and social media strategic imperatives and a snapshot of the evolution of digital and social media strategies implemented by the Nestl.

• Strategic Insights into Implementing and Executing Digital and Social Media Imperatives: This module provides in-depth analysis on Nestl's digital and social media implementation strategy. It highlights the impact of digital and social media on Nestl from an organizational, cultural, and functional perspective.

• Marketing Budget Allocation: This module provides insights into Nestl's budget allocation strategy towards digital and social media marketing. It provides budget allocation snapshot for Nestl's top 10 geographic markets and top 5 brands. In addition, it also provides breakdown of advertising budget by desktop and mobile.

• Advertising & Targeting Strategies: This module provides detailed analysis on key aspects of Nestl's digital and social media strategy. It analyzes how Nestl implements its social commerce and social network initiatives, and how the Nestl utilizes digital formats and digital channels to achieve its strategic goals.

• Analysis of Nestl's Social Media Strategy by Key Nestl Brands: This module analyzes Nestl's engagement strategies and content on leading social media networks for the Nestl s key brands  Kit Kat, Nescafe, Purina, Maggi, Haagen Dazs.

• Case Examples: This module provides case examples of innovative digital and social media marketing adopted by Nestl across its global operations.

Scope

This report provides detailed data, insights and opinion on digital and social media marketing strategies adopted by Nestl across its global operations. Below is an overview covering scope of this report:

Market Focus: Global

Data & Analysis: This report provides an extensive analysis of Nestl's digital and social media initiatives. Below is a summary of key points:

• It provides insights into digital and social media budget allocation across the Nestl s 10 largest geographic market and top 5 brands.
• It compares Nestl's digital and social media budget allocation strategy with overall food and beverage industry.
• Analyzes how Nestl's digital and social media strategic initiatives are implemented and practiced.
• It provides case examples of innovative digital and social media marketing adopted by Nestl across its global operations.

Key Questions Answered

This report answers the following key questions:

• How is Nestl adopting digital and social media within the organization?

• What are the objectives of Nestl's digital and social media strategy, and how it is implementing them?

• How is Nestl implementing digital and social media initiatives as a marketing tool?

• What is Nestl's consumer engagement model on digital and social media?

• How does Nestl measure return on digital and social media investment?

• How is Nestl leveraging mobile, social commerce, video, game and display and social networks to achieve its marketing and organizational goals?

• What percentage of the Nestl s advertising budget is allocated to digital, mobile based and social media initiatives?

Table of Contents

1. About this Report
1.1. Introduction
1.2. Scope
1.3. Methodology
1.4. Definitions
1.5. Disclaimer

2. Nestl's Digital and Social Media Strategic Imperatives
2.1. Nestl Digital and Social Media Snapshot
2.2. Digital and Social Media Strategic Imperatives
2.3. Evolution of Digital and Social Media Strategy

3. Strategic Insights into Implementation Framework
3.1. Framework for Implementing Digital and Social Media Imperatives  Four Key Pillars
3.2. Digital and Social Media Organizational Structure
3.3. Organizational Culture & Leadership Focus
3.4. Listening & Engaging
3.5. Ensuring Media Productivity
3.6. Building Culture & Transformation

4. Nestl Digital and Social Media Marketing Budget Allocation
4.1. Digital and Social Media Budget Allocation & Industry Benchmarking
4.2. Channel Allocation & Industry Benchmarking  Mobile vs. Desktop
4.3. Analysis by Top 10 Markets
4.4. Analysis by Top 5 Brands

5. Advertising & Targeting Strategies
5.1. Channel Strategy  Online vs. Mobile
5.2. Branding & Targeting Strategy
5.3. Social Commerce
5.4. Product Launch Strategy
5.5. Advertising Format Strategy  Video, Gaming, and Display
5.6. Social Networking Site Strategy
5.7. Content Strategy

6. Analysis of Nestl's Social Media Strategy by Key Nestl Brands
6.1. Kit Kat
6.2. Nescafe
6.3. Maggi
6.4. Purina
6.5. Haagen Dazs

7. Case Examples  Nestl Way
7.1. Kit Kat: Break from Gravity
7.2. Nestl Purina US: Purina Happy Wings
7.3. Coffee Mate Malaysia: Stir-up Passion
7.4. Haagen Dazs: Concerto Timer App
7.5. Nestl/Google: Kit Kat  Google Android Partnership
7.6. Nestl Drumstick Philippines: Tweet Surprise
7.7. Maggi Australia: Fists of Fusian
7.8. Nestl India: First 1000 Days
7.9. Nestl Philippines: Facebook Loyalty Program
7.10. Nestl Nescafe Spain: Galao
7.11. Nestl Germany: Nestl Marktplatz
7.12. Nestl Water s USA: Nature s Fix
7.13. Nestl China: BenNaNa Brings Magic Fun

List of Figures

1. Methodology Framework
2. Nestl - Social Media Mobile Marketing Effectiveness Index Taxonomy
3. Nestl  Nestl Overview
4. Nestl s Strategic Imperatives  Digital and Social Media Channels
5. Nestl's Digital and Social Media Evolution
6. Nestl Digital & Social Organizational Structure
7. Nestl Digital & Social Media Marketing Budget Allocation Strategy  Nestl vs. Industry Average, 2013
8. Nestl's Global Digital & Social Media Marketing Budget Allocation for Top 10 Markets
9. Nestl Digital & Social Media Marketing Budget Allocation for Top 5 Brands
10. Nestl Marketing Budget Channel Allocation Strategy  Nestl vs. Industry Average, 2013
11. Nestl Kit Kat Social Media Activity - Analysis by Platform
12. Nestl Nescafe Social Media Activity - Analysis by Platform
13. Nestl Maggi Social Media Activity - Analysis by Platform
14. Nestl Purina Social Media Activity - Analysis by Platform
15. Nestl Haagen Dazs Social Media Activity - Analysis by Platform

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Report Details

Single User Price USD : $1900

Site Price USD : $2850

Enterprise Price USD : $5700

Number Of Pages : 144

Published Date : 31-May-2014

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