Examples Of The Company Suffering From Bad Publicity

Greenpeace distributed an argumentative video on YouTube about Nestlé’s source for palm oil for their products. The targeted product was the Kit Kat bar and the video play off the Kit Kat slogan “Have a break, Have a Kit Kat”. Greenpeace said that Nestlé’s source have a dirty hands in ruining a rainforests which were natural habits for orangutans. Furthermore, Greenpeace’s video also imitative Kit Kat’s commercial by starting by a bored office worker tearing paper for his boss for hours. He pulls out a Kit Kat bar and bites into it without noticing or caring that the Kit Kat is actually a bleeding orangutan finger, and leaks blood all over his face and keyboard. In this case, Nestle took a quick action removed the video. By today technology, there is still had a way to let YouTube user repost the video. The users started reposting the video all over the internet and the more internet users repost the video all over the internet, and the more videos is taken down, the more videos will added.

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*What is company’s brand positioning?

(March 2012)

http://www.nestle.com/csv/nutrition/positionedproducts

Affordable and nutritious

Nestle targeted customer with products that are nutritious, cheaper and tasty. Popularly Positioned Products (PPPs) supply high nutritional value by affordable cost and in suitable formats to send the needs of some 3 billion lower-income consumers worldwide. Their current PPPs spread from culinary products to beverages, to dairy and biscuit with over 400 products are sold under some global brands such as Maggie and Nescafe.

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These actions bring 30-40% improvement in market penetration within lower-income customers in the last 2 years and increase distribution of Maggie noodles by advertise about affordability and healthy messages.

* Provide some information about a recent marketing campaign.

http://www.networkworld.com/community/blog/marketing-gone-wild-candy-bars-stalk-you

Nestle company launch a promotion called “We will find you” that find by GPS trackers which the shape alike normal chocolate bars. When a winning customer opens the wrapper, it will activates and send a message to the prize team who tracking them down within 24 hours to deliver a check for £10,000. This chocolate product can find from KitKat Chunky, Yorkie Milk, KitKat 4 Finger and Aero Peppermint Medium.

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London showed off this video of Nestle using cutting edge geolocation technology to track down six lucky winners across the UK and Ireland. They believe that this promotion will particularly invoke to men, fascinating them to the chocolate singles category and thus driving increasing sales. Nestlé Confectionery is delighted to be first to market with this highly innovative GPS for the promotion.

During August 2010, Brazil was the first to use GPS, drop it into a product to track you and take marketing promotions to a whole new creepy yet innovative level.

CORPORATE SOCIAL RESPONSIBILITY

Corporate Social Responsibility is defined a concept which the company incorporate social and environmental concerns in business operations and interactions with stakeholders on voluntary basis.

Does the company promote a positive impact through its activities on the environment, consumers, employees and communities?

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http://www.ukessays.co.uk/essays/communications/nestle.php

Nestle shown great concern for the society though the launch of their concept of Corporate Social Responsibility in 2006, Creating Shared Value (CSR).after the launch of CSR, Nestle undertaken many projects to help the society. A great project that brought significant change to society is The Cocoa Plan project to facilitate African cocoa farmers and the society take advantage of setting market prices by growing their productivity. Nestle funded farmer schools in West Africa to learn better ways which able to produce higher quality cocoa and increase revenue. Not only that, Nestle built a development and research centre that work in hand with Nestle plant science base. Nestle as a partner of International Cocoa Initiative and the World Cocoa foundation solved problems, example child labour and lack of access of education and health such as send farmers to field schools educates the farmer the way to increase productivity and also educated of diseases and prevention ways. In this case, the increasing of income for those West African household enhance their lifestyles. Between that, the dramatically of boosting of production of cocoa increase their exports and conversely decrease their foreign owing. There are also can learn new skills, study the technology and share useful information among the locals who sent to work.

http://businesscasestudies.co.uk/nestle/business-principles-in-action-nutritional-labelling/ethics-and-business-principles.html#axzz2L5lKmRxZ

Nestle developed two business principles that focused on communications with consumers. One of the business principle is Nestle consumer communication should reflect moderation in food consumption and not encourage overeating especially important regarding children. Another one of the business principle is must combine the desire for healthy and balanced diets. Their advertising must not mean the reposition of meals with snack foods and heavy snacking. Nestle helps consumers recognize and understand the nutritional content of the food that they bought. This is a positive impact on the reputation of the company. Consumers can be know the Nestle behaving responsibly and communicating with them. They also facilitate and promote healthy living for their staffs. Nestle company linked to the Guideline Daily Amounts on the front of packs with the internal communication programme to tell staffs about GDAs and labeling system. In this case, it can help to motivate staffs as showed nestle cared about their well-being and their families.