Question

• Based on the video and any outside research you believe is necessary, evaluate Nestle’s effectiveness in using advertising to communicate its sales promotions in traditional media channels, digital marketing, and social media.

Answer 1

Nestle-Waters, an entity of Nestle, dominates the water bottle industry with its 51 bottled water brands. Each brand has its own taste and comes from different areas of the world. Their brand Valvert comes from a protected forest in the Gaume region of Belgium, while Poland Springs comes from springs in Maine. Historically Nestle Waters has used retail merchandising, print, commercials, and sponsorships to market their individual brands. To reach their marketing goals of increasing sales and brand awareness the company restructured its Marketing Department. Instead of having individual General Managers create different marketing strategies and tactics, they centralized their sales force, streamlined marketing strategies, and standard processes. One clever strategy was to target consumers during specific occasions/events of the year where water bottle usage is high. Thus, they focused on the Superbowl to target consumers with substantial advertising and promotions.
Another advertising/marketing opportunity Nestle Waters seized was increasing its corporate social responsibility by becoming advocates for the environment. Advertising in all mediums that they are environmentally conscious and adopting core environmental values by which the company operates. In fact, its website educates the consumer on types of water, hydration, and other topics.
Among all the mediums, I think Nestle Waters needs to up their game in web/internet marketing. Their website design is a little dated and the social media presence is weak. However, individual brands have updated website designs and higher social.