EXECUTIVE SUMMARY
Nestlé's digital and social media marketing plan aims to leverage online platforms to enhance
brand visibility, engage consumers, and drive sales. This plan utilizes the SOSTAC framework -
Situation, Objectives, Strategy, Tactics, Action, and Control - to structure its approach.
Nestlé holds a strong position in the global market but faces increasing competition and changing
consumer preferences. The digital landscape offers opportunities to reach wider audiences and
foster deeper connections with consumers. The objectives on how to carried out it intend which
are Increase brand awareness and engagement across digital platforms by 20%, generate an
increase in online sales by 15% within the next fiscal year, Enhance customer satisfaction y 25%
through improved digital interactions.
The plan will be using forthcoming International Beverages Day as the big idea innovation with
a theme title “EnergizingtheFuture’’ it’s a 4-month online campaign to work with the
consumers to design new Milo flavor aligning with the company’s motto of Good Food Good
Life. While also focusing on the set objectives.
The strategy adopts Utilize a multi-channel approach to connect with consumers at various
touchpoints. Focus on creating relevant, engaging content tailored to different platforms and
audience segments. Emphasize transparency, authenticity, and sustainability to resonate with
modern consumers.
The tactics section of the complete digital marketing plan, which outlines the tools and
techniques to be employed in attaining the key objectives and the big concept, will receive
particular emphasis. Key performance indicators (KPIs) such as customer satisfaction scores,
conversion rates, and engagement rates must be reviewed on a regular basis. It is important to
evaluate performance in order to assess the efficacy of the employed tactics and make any
necessary adjustments to the strategy..
INTRODUCTION - COMPANY PROFILE
The biggest food and beverage corporation in the world is Nestlé. With 187 countries under its
belt, Nestlé employs 291,000 people who are dedicated to the company's mission of enhancing
food quality for all people, both now and in the future.
We established a new region in August 2018 called the Nestlé East and Southern Africa Region
(ESAR), which consists of 23 countries: Kenya, Mozambique, Tanzania, Comoros, Madagascar,
Seychelles, Burundi, Rwanda, Somalia, Ethiopia, Uganda, Malawi, South Sudan, Eritrea, and
Djibouti.
There are 3,200 workers in the ESAR region. We operate seven Nestlé factories in the Eastern
and Southern Africa region (ESAR), with five of them located in South Africa, one in
Zimbabwe, and one in Kenya.
A multitude of socioeconomic issues, such as the triple burden of disease (obesity, micronutrient
deficiencies, and undernutrition), are present in the majority of the nations in which Nestlé
conducts business.
We use our Creating Shared Value business model to fulfil this aim and address these
difficulties. Our strategy for generating long-term benefits for society and our shareholders is
called "Creating Shared Value."
1.0 SITUATION ANALYSIS
The digital audiences in the UK spend 25 hours every week on the internet (Petrosyan, 2023).
60% of Brits use internet to search for information, connect socially and read the news (Statista,
2022). Google is recorded as the most used search engine (Figure 1).
Figure 1: UK’s most used search engine (Statcounter, 2024)
1.1 COMPETITOR ANALYSIS
Nestlé has several major consumer brands such as Kit-Kat, Carnation, Nescafe, Stouffers and
Nestle-water among others. 30 of its brands netted over $1 billion in earnings in the year 2010
which makes the company a major force in the global beverage and food industry. Having 42
permanaged cent of its sales being in North America, the company is one of the most
geographically diverse companies in the food and beverage industry and this places it in a potion
that assists in edging competitors. Its brands are well established in a large market share in the
largest economies such as U.S. and Europe. Unilever and Danone are significant competitors for
Nestlé in that the two are food and beverage industry giants similar to Nestlé (Best 2011). In
2010 for instance, Unilever posted a 26 per cent growth in annual profits due to its accelerated
sales in food and beverage, particularly frozen food, ice cream, tea-based beverage and cooking
products. Danone, on the other hand, reported a 38 percent jump in its earnings due to its
increased share prices. An increase in its sales for yoghurt also boosted the increase in earnings.
Nestle, however, manages to position its self in the market through the adoption of a new
accounting method which facilitated a reduction in its cost of sales (Best 2011). The company
was also able to include allowances, discounts, and promotions for its retailers through the sales
proceeds instead of the marketing line. Though its sale was lower for the year, Nestlé managed to
match its peers which have made it a leading manufacturer in the midst of the tough competition.
The following analysis shows the digital environment of Nestle in relation to its competitors;
COMPANY WEBSITE
Nibbler score: 9.8
Accessibility: 9.9
Marketing: 10
Technology: 9.7
62 average
words per
page
Nibbler score: 8.9
www.unilever.co.uk Accessibility: 9.9
Marketing: 5.9
Technology: 9.1
746 average
words per
page
www.mondelezinternational.co Nibbler score: 8.9
m Accessibility: 9.7
Marketing: 9.5
Technology: 8.7
563 average
words per
page
Nibbler score: 8.9
www.pzcussons.com Accessibility: 10
Marketing: 6.1
Technology: 9.1
10 average
words per page
Figure 1: March 2024 Website Analysis (Data Source: nibbler.insites.com)
Company
Likes Followers Followers Followers
11M 433K 287K 28.2K
3.9M 216k 239.5k 1.4K
293.5K 77.9K 33.2K 162.5K
9K 3.7K 3.2K 2.4K
Figure 2: Social Media Platform Analysis (Data Source: All respective social media pages.)
Figure 2: Various deals available through Milo rewards (Milo, 2023)
SWOT Analysis of Nestle
The following is the SWOT analysis of Nestle:
Strengths:
1. Brand Recognition: Nestlé is a globally recognized brand with a strong presence in
various sectors such as food and beverage, healthcare, and nutrition. This recognition
provides a solid foundation for its social media and digital marketing efforts.
2. Diverse Product Portfolio: Nestlé offers a wide range of products catering to different
consumer needs and preferences. This diversity allows for targeted marketing campaigns
across various social media platforms and digital channels.
3. Engagement with Consumers: Nestlé actively engages with its consumers on social
media platforms, responding to queries, addressing concerns, and soliciting feedback.
This direct interaction helps in building trust and loyalty among its customer base.
4. Innovative Campaigns: Nestlé has a history of launching innovative marketing campaigns
that resonate with consumers. Leveraging digital platforms allows Nestlé to create
interactive and engaging campaigns that drive brand awareness and sales.
Weaknesses:
1. Compliance and Regulation: The food and beverage industry is heavily regulated,
especially concerning advertising and marketing. Nestlé must navigate these regulations
carefully to ensure compliance, which can sometimes limit the creativity and flexibility
of its digital marketing campaigns.
2. Negative Public Perception: Nestlé has faced criticism in the past regarding its business
practices, such as water bottling controversies and concerns about product ingredients.
This negative perception can sometimes hinder the effectiveness of its social media and
digital marketing efforts.
3. Competition: The food and beverage industry is highly competitive, with numerous
brands vying for consumer attention. Nestlé faces competition from both established
players and emerging brands, which can make it challenging to stand out in the crowded
digital space.
Opportunities:
1. Emerging Markets: There is significant growth potential for Nestlé in emerging markets,
where increasing disposable incomes and changing consumer preferences present
opportunities for expansion. Digital marketing can be instrumental in reaching these new
audiences effectively.
2. Data Analytics: The proliferation of digital technologies provides Nestlé with vast
amounts of data on consumer behavior and preferences. By leveraging advanced
analytics and AI tools, Nestlé can gain valuable insights to tailor its marketing efforts and
improve ROI.
3. E-commerce Growth: The growth of e-commerce presents opportunities for Nestlé to
reach consumers directly through online channels. By integrating its social media and
digital marketing strategies with e-commerce platforms, Nestlé can enhance its online
presence and drive sales.
Threats:
1. Changing Consumer Trends: Consumer preferences and trends can change rapidly,
posing a threat to Nestlé's marketing efforts if it fails to adapt quickly. Keeping abreast of
changing consumer behavior and preferences is crucial to maintaining relevance in the
digital space.
2. Data Privacy Concerns: Heightened concerns about data privacy and security can impact
Nestlé's ability to collect and utilize consumer data for targeted marketing. Stricter
regulations and consumer backlash against data misuse could limit the effectiveness of its
digital marketing strategies.
3. Emergence of Disruptive Technologies: The rapid pace of technological innovation
means that new platforms and tools can emerge, disrupting the digital marketing
landscape. Nestlé must stay ahead of these developments to remain competitive and
ensure its marketing strategies remain effective.
By addressing these factors in its social media and digital marketing strategies, Nestlé can
capitalize on its strengths, mitigate weaknesses, leverage opportunities, and navigate potential
threats more effectively.
2.0 Smart Objectives
i. Increase brand awareness and engagement across digital platforms by 20%
The situational analysis shows that Facebook is the most engaging application and Nestle has
many followers. To take advantage of the popularity in Facebook and to gain consumer
attraction in Instagram, the objective is to increase followers of Facebook and Instagram by 20%
during Q2 and Q3 2024, which is 13.2M and 519.3K respectively.
ii. Generate a 15% increase in online sales within the next fiscal year
With Nestle having the upper leverage on social media, all social media platform will be
weaponize to generate 15% increase in sales. With previous online sales amount to 90billion
naira. Through this initiative the online sale is expected to rose to 103.5billion.
iii. Enhance customer satisfaction by 25% through improved digital interactions
Nestle engagement on all social platform is massive statically speaking based on
nibbler.insites.com, Nestle has the below rating:
Nibbler score: 9.8
Accessibility: 9.9
Marketing: 10
Technology: 9.7
Increasing this to 25% will foster the improvement, interaction and engagement on the digital
platform of Nestle and also improve the quality time of consumer spend on the sites. This gives
them the opportunity to explore more product and also drive sales.
3.0 Strategy
3.1 Market segmentation refers to the group of individuals who have common intentions
toward a specific brand; market segmentation can be classified into three types: mass marketing,
one-to-one marketing, and niche marketing. In mass marketing, all customers are treated the
same, resulting in lower user satisfaction; one-to-one marketing bargains with an individual,
which is not profitable; and niche marketing focuses on small niche manufacturing areas.
Age, gender, income, and education are some of the demographics used in marketing
segmentation. Geographical information on cultures and countries. Attitudes, knowledge, and
awareness, as well as goals and needs, are all psychological factors.
Market segmentation-strategies are based on the following four things:
GEOGRAPHICAL: Nature: The Nescafe ice market in Singapore has been categorized based on
whether the weather is warm, cold, or hot. They also consider the country region, the rural area,
and the global region. The nestling is capable of detecting variations in requirements and wants
to be based on location.
DEMOGRAPHIC: Nestlé's client segmentation is based on age, gender, income, and educational
attainment. Nestlé never provides the same product to people of various ages. It provides milo
for youngsters and coffee for adults, for example. Nestlé creates items that save cash, and even
the average person can buy them since they are produced in tiny amounts so that everyone can
afford them. Nestlé also makes its products depending on the jobs of its customers.
PSYCHOGRAPHIC: Nestlé divides its goods into categories depending on personality and
lifestyle. Nestlé Kit Kat, for instance, is for those that want to experience real chocolate, whereas
Nescafe 3 in 1 is for someone who doesn't have time for breakfast.
BEHAVIORAL: Nestlé's behavioral segmentation is mostly focused on a customer's knowledge,
understanding, and attitude.
3.2 Target of Nestle
At around this stage, segmentation is driven by consumer criteria that are both relevant and
important. Next, we move on to target; targeting is similar to selection; now that we've identified
our clients through segmentation, we'll target them for success. Now that we've examined the
market, our strengths, and our rivals, we'll have a better notion of what they're excellent at. We'll
strive to service segments with comparable requirements and wants to ours in the hopes of
creating happy and loyal consumers who will be lucrative for our firm.
Differentiated Marketing: Nestlé uses a differentiation strategy to deliver various goods to
distinct segments based on age, profession, seasons, weather, gender, and other factors. For
example, Nescafe 3 in 1 is good for individuals who are pressed for time, Koko Krunch cereal is
good for those who wish to taste real chocolate, and so on.
Concentrated Marketing: Nestlé has made a solid market price through concentrated
marketing, owing to its in-depth understanding of its clients. Nestlé is a company that specializes
in producing infant meals.
3.3 Positioning of Nestlé
It's all about identification and where the company's position in the market and the eyes of the
consumers is, and once we understand where we all are, we can figure out where we would like
to go. This is a marketplace with a lot of responsibility. It entails the whole marketing mix.
Differentiation of products: Nestlé provides a variety of goods for target clients, including
around 25 variants of Nido for youngsters, as well as cereals and lactogen 1 and 3 for infant
newborns.
Channel Differentiation: Nestlé sells its products through professional salespeople and secure
transportation, ensuring that its products are easily accessible to customers.
Differentiation for Image: Customers can quickly recognize the Nestlé emblem since it is
radically distinct from that of other companies and competitors.
Differentiation in service: The Nestlé corporation provides 24-hour support lines so that clients
may readily reach out to them with difficulties or questions.
Figure 3: Buyer Persona
Figure 4: Buyer persona Comparison
There is a mind map about Nestlé market segmentation, targeting, and positioning
Figure 5: Online Digital Marketplace Map
3.4 The Big Idea
The proposed big idea will revolve around the theme “EnergizingtheFuture’’ This idea will
capitalize on the upcoming International Beverage Day In order to Increase brand awareness and
engagement across digital platforms by 20%, generate increase in online sales by 15% within the
next fiscal year, Enhance customer satisfaction by 25% through improved digital interactions.
It will revolve around the catchphrase "Cup of Energy" which will be used across all Nestle'
digital platforms. This festival is designed as an online event and is tied around the upcoming
International Beverage Day celebrated annually on May 6, 2024. The “EnergizingtheFuture’’
will be used as an avenue to educate the audience about Beverages in general which would entail
historical facts, sourcing techniques, mode of preparation as well as the product offerings of the
brand. The big idea will also feature the use of tactics like “Did you Know Series”, influencer
marketing, competitions, Ad campaigns etc.
4.0 Tactics
RACE is a practical planning framework for marketing. It gives marketers a more structured way
of planning and managing their activities. Developed by Smart Insights’ Dave Chaffey, it’s also
an acronym for the 4 stages of the marketing funnel: Reach, Act, Convert, and Engage.
For the purposes of our discussion, we’ll talk about RACE with a focus on digital marketing
strategy. However, note that RACE wasn’t designed solely for that.
4.1 Did you Know Series
In the fast-paced realm of digital marketing, standing out is key. Did You Know mode and
moments offer a unique way to engage customers with bite-sized, informative content that sparks
curiosity and conversation.
Figure 6: Did you know series
4.2 Influencer Marketing:
Influencer marketing is a collaboration between popular social-media users and brands to
promote brands’ products or services.
Influencers will be handed branded merchandise such as t-shirts, mugs, and reusable cups that
carry the buzzword “Cup of Energy” for inclusion in their posts.
To build hype around the festival of beans event, teasers on what the event will entail will be
frequently posted by the influencers on their social media platforms. Also, the influencers will
partake in a coffee tasting session with Starbucks' master roaster.
Figure 7: Influencer Image
4.3 Competition
A contest is a great way to build awareness about a product or a page. This is because savvy
contest platforms like Nestle Facebook come with a “share” button which people uses to share
with their friends. It pushes the contestants to spread the word out. The logical and necessary
evolution of the benefit of your contest after building awareness and increasing your subscribers
is increasing your sales. Contests are a great way to convert your business leads into valuable
customers – especially in the case of the winners because they had just tried your product for free
(if you chose the wise path of offering your product as a gift and not a random iPad) and they
will most likely return to purchase more if your product satisfies them.
Figure 8: Contest Competition
4.4 Ads Campaign
This display ad idea targets Nestle' ideal audience, who are Beverage lovers, living in urban
areas and rural, and in the age group of 22-60. The ad aims to create a strong appeal with an eye-
catching image of a steaming hot cup of milo and highlights the indulgent flavor of Nestle Milo.
Ad Title: Join the Festival of International Beverage Day with Nestle “EnergizingtheFuture’’
Ad Copy: Stay connected with a cup and celebrate international Beverage Day with Nestle! Our
"Cup of Energy" is here, and we've got an exciting lineup of activities and surprises for you. Join
us online on May 6, 2024, and experience the rich and diverse world of Beverage like never
before. Try our limited-edition Beverage flavor, participate in fun games and contests, and win
exciting prizes! Don't miss out on the fun and be a part of the celebration with Nestle!
Ad Visual: The ad will feature a colorful and eye-catching image of different milo arranged in a
festive manner, with the Nestle logo prominently displayed.
Figure 9: (Ads Image)
5.0 Action Plan
Key action plans have been created alongside expected duration of completion to ensure the
seamless delivery of the Nestle
big idea.
Activity Duration February 2024 - May 2024
Did you Know Series Feb Mar Apr May
Research Interesting fact about milo 1
Develop a content for Did you Know series 1
Begin Implementation on Nestle social media 3
Analyse the performance of the post 4
Influencer Marketing
Reach out to influencer 1
Sign Agreement 1
Establish promotion activities 1
Commence activities on all social media 4
Competition
Draft competiton 1
Competition Hashtag 1
Lunching of Competition 2
Picking of winner 1
Ads Campaign
Research of targeted audience 1
selection of platform to run Ads 1
Develop creative for Ads 1
Lunch Campaign 2
Evaluate Campaign 1
Fig
ure 10: Grant Chart
The action plan will kick off with the did you know series, with exciting content about milo to
engage on starting from Feb. follow by the signing of influencer with a huge number of follows
to back up the campaign with followership, promotion activities will start in March till May
before every activity is ended on the part of influencer.
Lunching of competition will also start in February where by online user will compete for a prize
and raffle winner will be pick by May.
Billboard will be mounted in strategic area targeting it audience with nice picture quality and
caption to catch the eye of its audience.
6.0 Control
The final stage of the SOSTAC model is "Control." In this stage, the focus is on monitoring and
evaluating the effectiveness of the digital/social media marketing plan that has been
implemented. The Control stage involves measuring key performance indicators (KPIs),
analyzing data, and adjusting as necessary to optimize future strategies.
Key activities in the Control stage include:
1. Performance Monitoring: Regularly monitoring the performance of digital marketing
campaigns and initiatives against predefined KPIs. This involves tracking metrics such as
website traffic, engagement rates, conversion rates, sales figures, and customer
satisfaction scores.
2. Data Analysis: Analyzing the collected data to gain insights into consumer behavior,
campaign effectiveness, and areas for improvement. This may involve using analytics
tools to identify trends, patterns, and correlations in the data.
3. Comparison to Objectives: Comparing the actual performance of the digital marketing
activities to the objectives set in the earlier stages of the SOSTAC model. This helps
determine whether the plan is on track to achieve its goals or if adjustments are needed.
4. Evaluation of Tactics: Assessing the success of specific tactics and strategies employed
in the digital marketing plan. Identifying which tactics are performing well and which
ones may need to be revised or replaced based on their impact on the overall objectives.
5. Feedback and Learning: Gathering feedback from stakeholders, customers, and team
members involved in the implementation of the plan. Learning from successes and
failures to inform future marketing strategies and improve overall performance.
By incorporating the Control stage into the SOSTAC model, Nestle can ensure that their
digital/social media marketing efforts are continuously monitored, evaluated, and
optimized for maximum effectiveness and impact.
7.0 Limitation and Conclusion
The major limitations identified in this study is the daily changing data of the analysis done in
the competitor section. In conclusion, Nestlé has demonstrated a commitment to leveraging
digital marketing and social media to enhance brand visibility, engage consumers, and drive
sales. The company has utilized a multi-channel approach, spanning websites, e-commerce
platforms, social media channels, mobile apps, and more, to connect with consumers across
various touchpoints.
Nestlé's digital marketing and social media efforts have enabled the company to reach wider
audiences, foster deeper relationships with consumers, and adapt to the evolving preferences and
behaviors of modern consumers. By creating relevant, engaging content and embracing
transparency, authenticity, and sustainability, Nestlé has sought to resonate with its target
audience and differentiate itself in a highly competitive digital landscape.
Despite facing challenges such as regulatory restrictions, brand perception issues, and algorithm
changes, Nestlé continues to innovate and evolve its digital marketing strategies. The company's
ongoing focus on monitoring, evaluating, and optimizing its digital initiatives ensures that it
remains agile and responsive to market dynamics and consumer feedback.
Looking ahead, Nestlé is poised to further capitalize on emerging trends and technologies in
digital marketing and social media, while maintaining a strong commitment to ethical and
responsible marketing practices. By staying attuned to consumer preferences, embracing
innovation, and adapting to changing market conditions, Nestlé is well-positioned to drive
continued growth and success in the digital age.
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