Nestlé's marketing strategy combines innovative product development, in-depth market research and targeted advertising campaigns to captivate consumers and build brand loyalty. The mother bird feeds her two babies and underneath is the slogan "Good Food, Good Life". Nestlé is the world's largest health, nutrition and fitness company. Its value is $303 billion and its customer base is highly loyal. In terms of market capitalization, it is the 22nd most valuable company in the world. Nestlé's marketing strategy has helped the company meet the needs of its customers and their families around the world, making it easier for them to live healthier lives. Learn how Nestlé markets its products and you will stand out in the market.

Lessons Learned from Nestlé Marketing Strategies
By reviewing Nestle's marketing plan, you can learn 10 important marketing techniques.

1. Use multiple pricing strategies to attract all customers
The goal of Nestlé's marketing plan is to make its products cheap enough that most people can buy them.

If you look at any Nestlé product, like a KitKat or a Maggie, you'll see that there are different ways to package them. So, Nestlé caters to everyone as it caters to different income groups. People who live alone or don't have a lot of money love its little packages. Nestlé's figures show that a large part of its revenue comes from its drinks, notably its beloved Nescafé.

Key point: Choose a strategy with multiple prices to reach a wider audience and be accessible to everyone. With fixed market prices, you make a lot of sales but don't make a lot of money. But with high-end products, you get a high return, but you also maintain a low sales risk. Find a good mix of value-based pricing and competitive pricing to stay in business.

2. Having a variety of investments reduces risk
In the FMCG industry, where competition is fierce, it can be difficult to succeed. Nestlé has been wise to stay in business by offering a wide range of products.

Nestlé Products

For example, when a dangerous ingredient was discovered in Maggie's, it was banned in India. Nestlé decided to try a lot of different things. They changed Maggie and added many new products to their line. The company cleverly introduces horizontal variation into products every time they hit a wall.

3. Product mix strategy attracts cost-conscious customers.
A product mix approach helps Nestlé get the most out of its wide range of products. It often offers offers like “Buy one, get one free/”, special offers, discounts, deals and freebies.

Bundles are a great way to introduce a new product or sell products that don't sell as well on their own. Bundles are sometimes used as part of Nestlé's marketing plan, usually around the holidays.

Note: With a product mix plan, you can highlight your low-growth products and make your high-end products appear affordable.

4. Set consistent goals
Nestlé has been successful for over 150 years because it has a clear idea of what it wants to do. The company remains true to its original goal, which was called “Good Food, Food Life”. Henri Nestlé studied why so many babies were dying in the 1800s and developed infant formulas with more nutrients.

When women started going to work, Nestlé prepared ready-to-eat meals. Even today the brand tries to solve everyday home problems and make life better.

The main thing to remember is that strong dedication to goals gives you an advantage in the market. People will be more likely to stay loyal to your brand if your message is clear and you solve their problems.

5. If you offer a lot of products, try product-focused advertising.
Although many brands like to focus on the customer, Nestlé's marketing approach is primarily focused on the products it sells.

For example, Nestlé's KitKat ads aren't just aimed at people of a certain age. The brand presents the product as a light snack, and demographic data is rarely used to make the ads more personal.

Note: Brands in the fast moving consumer goods (FMCG) industry should choose product-focused advertising if they want to promote their wide range of products.

Can you now answer this question?
How does Nestlé use product-based advertising to promote its products, and why is this approach beneficial to the company?
Let's write your answers in the comments section.

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Editor: Kamran Tagiyev
Voiceover author: Jeremy G.
Author of the animation: Asad Asadzadeh
Sound editor: Mahluga Taghiyeva
Project manager: Kamran Tagiyev

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