A Study on Nestle Promotion Strategy

Padmalini Singh, Liem Gai Sin, Nur Shafiqah Binti Kama’Aziri, Oh Zi Jian, Nur Amiera Sofea Binti Mohd Azlan, Putri Nur Illya Balkhis Binti Ibrahim, Dave Hoo Sheng, Daisy Mui Hung Kee, Joseph Tan Soo Heng, Liew Siaw Wee, Lim York Ying

Abstract


This study aims to identify the most effective promotional medium used by Nestle. Nestle is the most successful manufacture which processes high quality and nutrition food and beverage to the Malaysians. To inspire consumers to purchase their products, Nestle must transform their promotional strategies frequently. A research will be conducted to collect information from respondent based on different characteristics to identify which is the most effective promotional medium used by Nestle. Through this research, we establish that the most effective promotional medium is Buy 1 Get 1 under sales promotion that helps consumers save more money. We have applied the implication idea to Nestle that can satisfy the customers’ needs and achieve sales target.

Full Text:

PDF

References


Bell, D. E., & Shelman, M. L. (November, 2008). Nestlé. Harvard Business School Case 509-001.

Berkup, S. B. (2014). Working with generations X and Y in generation Z period: Management of different generations in business life. Mediterranean Journal of Social Sciences 5(19).

Denzin, N., & Lincoln, Y. (1994). Handbook of qualitative research. California: Sage Publication.

Dhanesh, G. S., & Sriramesh, K. (2018). Culture and crisis communication: Nestle India’s maggi noodles case. Journal of International Management, 24(3), 204-214.

Fonseca, J. R. (2011). Why does segmentation matter? Identifying market segments through a mixed methodology. European Retail Research, 25(1), 1-26.

Frue, K. (November 24th, 2020). PEST analysis of Nestle: How politics and social culture affect its growth. Retrieved online from https://pestleanalysis.com/pest-analysis-of-nestle/#Political_factors_The_company%E2%80%99s_%20ability_to_impact_the_government.

Green, H. (2006). Global obesity: Nestle initiatives in nutrition, health, and wellness. Nutrition Reviews, 64(1), 62-64. Doi: 10.1111/j.1753-4887. 2006.tb00236. x.

Hassan, H. N. (November 23rd, 2010). Business environment. Retrieved online from https://pengajianperniagaan.wordpress.com/bab-1/bab-1/1-2-persekitaran-perniagaa n.

Jureviciya, O. (January 7th, 2017). SWOT analysis of Nestle. Retrieved online from https://strategicmanagementinsight.com/swot-analyses/nestle-swot-analysis.html.

Kabii, D. (November 22nd, 2018). Nestle market analysis and marketing strategy. Retrieved online from

https://medium.com/@david.kabii/nestle-market-analysis-and-marketing-strategy-8bd 2ffbd8acb.

Levickaite, R. (2010). Generations X,Y, Z: How social networks from the concept of the world without borders (The Case of Lithuania). LIMES: Cultural Regionalistics, 3(2), 173-183. Doi: 10.3846/limes.2010.17.

Lim, S. S. (September 4th, 2014,). Management theories about nestle. Retrieved online from https://managementtheoriesnestle.wordpress.com/2014/09/04/external-environment/.

Marriam, S. (1988). Case study research in education: A qualitative approach. California: Jossey-Bass Publishers.

Noor, K. B. M. (2008). Case study: A strategic research methodology.

American Journal of Applied Sciences, 5(11), 1602-1604. Doi: 10.3844/ajassp.2008.1602.1604.

Pratap, A. (April 21st, 2019). Nestle pestle analysis. Retrieved online from https://notesmatic.com/2019/04/nestle-pestle-analysis/

Reza, M. H. (2020). Analysis of marketing strategy and quality policy of Nestlé.

International Journal of Scientific Research and Engineering Development, 3(2), 1145-1152.

Sharma, A., & Kiran, R. (2012). Corporate social responsibility initiatives of major companies of India with focus on health, education and environment. African Journal of Basic & Applied Sciences, 4(3), 95-105.

Traitler, H., Watzke, H. J., & Saguy, I. S. (2011). Reinventing R&D in an open innovation ecosystem. Journal of Food Science, 76(2).




DOI: https://doi.org/10.32535/ijafap.v4i1.1033

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Padmalini Singh, Liem Gai Sin, Nur Shafiqah Binti Kama’Aziri, Oh Zi Jian, Nur Amiera Sofea Binti Mohd Azlan, Putri Nur Illya Balkhis Binti Ibrahim, Dave Hoo Sheng, Daisy Mui Hung Kee, Joseph Tan Soo Heng, Liew Siaw Wee, Lim York Ying

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Flag Counter

Published by:

AIBPM Publisher

Editorial Office:

JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone: +62 341 366222
Email: adm.ijafap@gmail.com
Website: http://ejournal.aibpmjournals.com/index.php/IJAFAP

Supported by: Association of International Business & Professional Management 

If you are interested to get the journal subscription you can contact us at adm.ijafap@gmail.com or if you have any enquiry, contact us via WhatsApp.

ISSN 2684-9763 (Print)
ISSN 2655-6502 (Online)

DOI: Prefix 10.32535 by CrossREF

International Journal of Accounting & Finance in Asia Pasific (IJAFAP) INDEXED:

   

In Process

   


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.