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Since the1800s_ Nestle has developed and established Nesquik into

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					Since the1800s, Nestle has developed and established Nesquik into to
one
of the most well known types of chocolate milk in America. The Nestle
Company is one of the world‟s largest food and beverage companies with
its
2003 sales mounting over $38 billion. Having its headquarters in Vevey,
Switzerland and 511 factories in 86 countries Nestle has a wide range
of
products including: beverages, milk products, ice-cream, breakfast
cereal,
chocolates and even pharmaceuticals. Nestle also at present own 8500
brands worldwide including market giants: Nescafe, Carnation, Ski, Kit
Kat, Milo and kid‟s number one choice of chocolate milk, Nesquik.
The history of Nestle backdates to Vevey in the 1860s when pharmacist
Henri Nestle invented an alternative to baby food that was especially
for
premature babies who could not be breastfed. Using flour, wheat, cow‟s
milk and sugar, he hit jackpot discovering a product he called Farine
Lactée Henri Nestle. This product gained popularity throughout Europe.
In 1875, Nestle launched its condensed milk to compete with the
Anglo-Swiss Company. The competition later brought the merge of the
companies in 1905, allowing Nestle to expand itself further and
establish
factories in US, Spain, Germany and Britain.
The outbreak of World War I positively affected Nestle‟s business as a
new
demand of dairy products encouraged governments to sign contracts with
the
company, enhancing its sales by far. In fact, production had doubled
by
the end of the war.
However, the end of the war, government contracts ended and consumers
were
once again interested in fresh milk, causing Nestle a huge loss. The
company had its first recorded loss that only got worst when the prices
of
raw material fluctuated while the world economy declined. Recognizing a
problem at hand, Nestle‟s managements managed to bounce back quickly
streamlining operations and reduced their debts. By 1920s Nestle began
manufacturing chocolate that became its number two selling. In The
1930s
Nestle expanded further by manufacturing a new malted milk beverage
called
Milo.
When World War II erupted, Nestle once again was struck with a crisis,
with profits dropping from $20 million to $6million within a year. Yet,
the company continued expanding itself with factories in Latin America
and
later it introduced its most popular product soluble coffee powder,
Nescafe. Becoming a hit within the US troops, the coffee increased
Nestle‟s sales tremendously.
The end of the war and the subsequent four decades saw Nestle‟s further
domination. In 1947, Nestle obtained Maggie Seasonings and Soups and
merged with Alimentana SA. Other companies followed later with Crosse &
Blackwell in 1960, Findus (1963), Libby‟s (1971), and Stouffer‟s
(1973).
The company also earned shares in L‟Oreal in 1974. By the end of that
decade, Nestle even took ownership of the pharmaceutical company, Alcon
Laboratories Inc.
In the mid 1990s, Nestle minted more money, which acquired Italian
mineral
water manufacturer, San Pellegrino (1997), and Ralston Purina 2002. In
2002 Nestle also merged it‟s ice-cream business into Dryer‟s. A year
later, Movenpick Ice Cream joined Nestle which followed in August 2005,
they made a $2.6 billion purchase for US-based Chef America. By 2006
Nestle took over Jenny Craig, Uncle Toby and Delta Ice Cream.

As of last year, Novartis Medical Nutrition, baby food brand Gerber and
Swiss Water Company; Sources Minerales joined the Nestle family. By
the
end of the year, Nestle had established a partnership with Brussels-
based
Pierre Marcoloni.
Peter Brabeck-Letmathe has been leading the Nestle Group since 1997,
when
he was appointed Chief Executive Officer of Nestle S.A. In 2001 he
also
became vice-chairman of the Board. Finally in April 2005, became the
Chairman and CEO of Nestle and still holds that position at present.
While, Lars Olofsson has been appointed executive vice president
strategic
business units, marketing and sales since 2005.
Nestle has been working with major creative agencies to advertise and
dominate the world market. Initially in 1985, Della Femina McNamee
WCRS
Inc. had an account with Nestle‟s Taster's Choice. However, in 1989,
McCann Erickson Worldwide was granted the account worth $25 million.
McCann Erickson at the time already worked on the Nescafe for eight
years
as well as Nestle‟s Quik. At present, McCann Erickson also dominates
Nestle USA‟s creative line with products: Carnation Coffee-mate,
Carnation
Instant Breakfast, Nescafe Frothe, Good Start formulas, Nescafe,
Taster‟s
Choice and Nesquik and they manage Nestle Waters North America
accounts:
Arrowhead, Deer Park, Ozarka, Poland Spring and Zephyrhills.
         Alfred Erickson was the ad manager of McCutheon‟s Department
Store in
Manhattan before he started his own agency in 1902. His first clients
included Fiat Automobiles and Bon Ami Cleanser. In 1912, McCann
Erickson
and four partners launched H.K McCann Company with its philosophy
“Truth
Well Told”. Its early clients included multiple Ex-Standard Oil units
and
Cheesebrough (Vaseline). McCann offices opened in Paris, Berlin and
London in 1927, while in 1930 McCann and Erickson merged to form the
$15
million agency that handled brands including Beech-Nut, Bon Ami,
Congoluem, Del Monte, Encyclopedia Britannica and Vaseline. The first
Latin American offices in Buenos Aires and Rio de Janiero opened in
1935
and in 1957. McCann became the first U.S agency to bill more than $100
million in TV and radio. The McCann Empire expanded further in 1959
opening offices in Australia, Asia-Pacific, Italy, Netherlands and
Switzerland. Its CEO, Marion Harper in 1960, recognizes the company
into
independent units reporting to McCann Erickson Inc. (to become
Interpublic in 1961). That same year, McCann Erickson Hakuhoda in
Tokyo
opened. In 1973, Gene Kummel stepped up as CEO and McCann U.S and
McCann
International merged as a single agency, McCann Erickson Worldwide. In
1997, McCann Erickson Worldgroup formed to meet the changing market
needs
of consumers and marketers. This included the Weber Group, Torre Lazur
Health case and what would later become Momentum and MRM Partners. New
clients included Johnson & Johnson‟s Vistakon and MasterCard. In 2000,
Ad
Week named McCann Erickson “Global Agency of the Year” for the third
consecutive year. However, in 2002, the agency faced account
irregularities that later followed by the loss of Coke Classic account
in
US and several European markets. In 2006, Advertising Age estimated
revenue of $1.5billion.
In 2004, Nestle consolidated its media planning and buying with
Publicis
Groupe‟s ZenithOptimedia. Zenith Media was a company that started in
1992
as a media division of Bates Saatchi & Saatchi, while Optimedia was
part
of Publicis Groupe. The two companies merged in 2003 forming
ZenithOptimedia. Their services include development of communications
strategy, through execution planning, negotiation and implementation.
Clients include Alcatel, British Airways, Hewlett-Packard, L'Oréal, and
Procter & Gamble. Other Nestle brands the company works with include
Nestle Waters North America: Aqua Panna, Arrowhead, Contrex, Deer Park,
Ice Mountain, Nestle Pure Life, NPL Splash, Ozarka, Perrier, Poland
Springs, S. Pellegrino and Zephyrhills. They also handle media buying
and
planning for Nestle Purina.
Nestle Alcon Laboratories account is managed by Corbett Accel
Healthcare
Group that is also works for Nestle‟s pharmaceutical, surgical and cons
prod brands. Corbett Accel Healthcare Group is a global marketing
communications company that focuses on healthcare industry accounts is
part of the Omnicom Group. It was formed in 2004 when 45-year-old
Chicago
based Corbett, a leading healthcare agency, merged with five-year-old
New
York corporation, Accel. Clients included Akon Inc., Wyeth, Johnson &
Johnsons and Novartis.
Goodby, Silverstein & Partners manages Nestle‟s Dreyer‟s Grand Ice
Cream,
Edy‟s Grand Ice Cream, and Haagen-Dazs accounts. The agency founded by
Jeff Goodby and Rich Silverstein is located in San Francisco and is
responsible for many advertising and marketing campaigns with clients
including HP, Motorola and Comcast. It is also owned by Omnicom Group.
         JWT that manages Nestle‟s Dreyer‟s ice cream novelty brands,
Drumstick,
Push Up, Skinny Cow, Dibs and Nestle USA‟s Butterfinger brands,
Carnation
Condensed and Evaporated Milks and Stouffer‟s Red Box Single Serve and
Stouffer‟s Red Box Multi Serve. JWT is the fourth largest advertising
agency in U.S and was founded by William James Carlton in 1864. It was
later renamed J. Walter Thompson by James Walter Thompson in 1877.
Finally in 2005 when it was “relaunched” it was known as JWT. JWT‟s
big
list of clients include HSBC, Ford, Jetblue, Unilever and, Vodafone.
CheckMark Communications is a media-buying agency that works Nestle‟s
Purina PetCare unit managing accounts for Alpo dog food, Mighty Dog and
ProPlan.
         Nestle‟s Galderma worked with Sudler & Hennessey and Brand
Pharm. Sudler
& Hennessey manages Cetaphil and Clobex accounts. The company is a
leading healthcare firm that develops strategic promotional and
educational programs for a wide range of healthcare brands. It was
founded in 1941 and was acquired by Young & Rubicam in 1973. Its
headquarters is in New York and operates in North American, Europe and
Asia Pacific region. Meanwhile, Brand Pharm that manages for Nestle
MetroGel, Triluma and Differin was formerly known as Nelson
Communications. Publicis acquired the firm in 2002 and renamed it as
it‟s
known as now, Brand Phram in 2006. It provides marketing services for
pharmaceutical manufacturers and companies that sell healthcare
products.
Clients include Abbot Labs, Merck, Bristol- Meyers, Pfizer and Procter
&
Gamble.
         Avrett Free Ginsberg works with Nestle Purina PetCare to manage
Cat Chow,
Elegant Medley‟s Cat Foods, Friskies, Fancy Feast, and Kitten Chow. The
company is located in Madison Avenue is part of global advertising
conglomerate Interpublic group.
Berlin Cameron United is another company that works with Nestle Purina
PetCare managing Tidy Cats. It is a New York based creative agency that
was bought in 2001 by WPP. Founded in 1935 before being acquired by MDC
Partners in 1999, Cole & McVoy now manages Purina Veterinary Diets,
Breeder for Nestle Purina PetCare. Their other clients include Novartis
and General Mills.
Fallon Worldwide is headquartered in Minneapolis, Minnesota and has
affiliates office in London, Singapore, Hong Kong, Sao Paolo and Tokyo.
It‟s a subsidiary of Publicis and was by Fallon McElligot in 1981
aiming
to serve smaller budget companies. They manage Nestle Purina PetCare
accounts: Beneful, Dog Chow, ONE Dog, ONE Cat, Puppy Chow, Pro Plan.
         Arc Worldwide is an interactive marketing company that offers
services to
client including Procter & Gamble, United Airlines and Virgin. It as
more
than 40 offices located around the world and is a unit of Leo Burnett,
a
global ad agency of French conglomerate Publicis. For Nestle Purina
PetCare, they manage interactive marketing.
         Manning Selvage & Lee works closely with Nestle Purina PetCare
working PR
and Purina Beneful and for Nestle USA they work PR and Nestle infant
formulas. The agency is headquartered in New York and has 54 offices in
North America, Latin America, EMEA and Asia Pacific. The agency is
headquartered in New York and has 54 offices in North America, Latin
America, EMEA and Asia Pacific. The MS&L of today is a fusion of two
firms, Selvage & Lee and Farley Manning Associates. In 1972 the firms
merged to form Manning Selvage & Lee, Inc. In 1980, they became a
partner
of Benton & Bowles, Inc., one of the world's leading advertising
agencies. Five years later, D'Arcy MacManus & Masius merged with Benton
&
Bowles (DMB&B). The merger formed a communications agency with
worldwide
reach and impressive credentials. In 1996, the MacManus Group was
formed,
and MS&L became a partner in an even larger global communications
group.
In 2002, MS&L‟s parent company was sold and the agency joins the
Publicis
Groupe global network, the world‟s 4th largest communications group.
Their clients include General Motors, Procter & Gamble, Philips and
Pfizer.
         R/GA started 1977 owned by Interpublic Group of company whose
clients
include Nike, Target, and Verizon. They manage interactive marketing,
cons awareness adv, special projects & multi-channel marketing for
Nestle
Purina PetCare.
         Dailey & Associates works with Nestle USA managing accounts for
Baby
Ruth, Nestle Crunch products, and Willy Wonka products. The agency is
based in West Hollywood, California and manages clients Kibbles n Bits
and Honda as well. Founded in 1968 and became part of global
advertising
and marketing conglomerate Interpublic Group after being sold to them
in
1983.
         Euro RSCG Worldwide is headquarter in New York and is the
largest unit of
Havas, having 233 offices across the globe in 75 countries and clients
include Peugeot, Jaguar, Air France, DANONE, Citroen and Volvo. For
Nestle USA they manage Lean Cuisine.
         GMR Marketing works with Nestle USA to manage Power Bar
accounts. The
company was founded in 1979 by Gary M Reynolds is part of the Radiate
Group, a unit of Omnicom. They are headquartering in Milwaukee.
Publicis as for now handles the Buitoni pasta, Croissant Pockets, Hot
Pockets, Juicy Juice, Lean Pockets; Nestle Power Bar accounts. They
started in 1926 by Marcel Bleustein in Paris. In 1940 their clients
included Colgate-Palmolive Rosy and Timor. World War II forced Marcel
Bleustein to shut down, but he joined his resistance Marcel
Bleustein-Blanchet and was: “relaunched". In 1957 they created a New-
York
based Publicis Corporation. And client list included Singer and Sodap-
Nestle Shell and finally by 1990 they took over the 5 continents
campaigning on a worldwide scale for accounts including L‟OREAL,
Renault
and Dim. Between 2000 and 2001, they acquired Saatchi & Saatchi and
even
Nelson Communications making its mark in healthcare marketing. In
March
2002, Publicis acquired US Group Bcom3 (Leo Burnett, D‟Arcy,
StarcomMediaVest, MS&L, Medicus) and partnered with Japan‟s Dentsu.
Publicis Dialog manages media buying and promo for Coffee-Mate, Juicy
Juice, Nescafe, Taster‟s Choice, Nesquik and Wonka Multibran; Casanova
Pendrill manages the media buying and Hispanic broadcast for Nestlé and
Nesquik. Owned by the Publicis Groupe, their clients include eBay,
Ernst &
Young and Coca-Cola. In 2007, following the parent group's acquisition
of
digital agency Modem Media, the interactive marketing departments of
each
of Publicis Dialog outpost adopted the new name Publicis Modem. The two
agencies continue to work together under a single management team.
Casanova Pendrill manages the media buying and Hispanic broadcast for
Nestle and Nesquik. This leading advertising agency offers marketing
services targeting Hispanic consumers and is a subsidiary of the
Interpublic Group. Other clients included Kohl‟s Johnson & Johnson‟s
and
XBOX.
Meanwhile, Bromley Communications manages Hispanic advertising,
Abuelita,
Nes-Café Clasico Maggi, Coffee-Mate, La Lechere, Libby‟s, Milo, NAN
Infant
Formula, Nestlé Crunch and Wonka. They are the number 1 advertising
agency
targeting Hispanics in US providing ad development, and strategic
planning
services as well as media buying and skilled marketing and promotional
services. They also offer PR services through partnerships with MS&L.
Their clients include Burger King, Procter & Gamble and Western Union.
Founded in 1981 as Sosa, Bromley and Aguilar Associate is part of
Publicis
Worldwide regional operating unit, Publicis USA.
Burrell Communications Group focuses on media buying and promo,
Coffee-Mate for Nestle. They specialize in developing ads, marketing
campaigns targeting African Americans and the urban markets. They were
founded in 1971 by Thomas Burrell and is 49 percent owned by French ad
giant, Publicis Groupe. Clients include Toyota, Olay, Sears and Crest.
 Moxie Interactive manages online and creative and media services for
Nestle. Kris Zagoria started in web site design and developments, e-
mail
marketing, online advertising campaigns, promotions and search engine
submissions. Their clients include Verizon Wireless, Blockbuster
Online
and Parisan.
Ogilvy & Mather Worldwide works with Nestle to manage accounts of Ice
Mountain, Perrier and S. Pellegrino. Based in New York City, and owned
by
WPP Group they operate in 497 offices in 125 countries. The company
started in 1948 with no clients by David Ogilvy as Hewitt, Ogilvy,
Benson
& Mather. Clients include American Express, BP, Ford, Barbie, Maxwell
House, IBM, Kodak, Nestle and Unilever brands Pond's and Dove.
Media Horizons work with Nestle in terms of direct response media. The
agency was founded in 1988 and clients included Staples, JC Penny and
Nestle Waters.
Nestle Nesquik was first introduced in 1948; at the same time the
Nesquik
powder was introduced. In 1959 strawberry flavored Nesquik was
introduced.
Another very popular aspect for Nesquik was when sugar free chocolate
was
introduced in 1983. In 1989 banana flavor was introduced but
unfortunately
was not very popular so it was discontinued in January 1996. A similar
situation happened when cookies and cream flavor was introduced in
1995.
That was discontinued in June 1998. From 1948 until 1996 the Nestle
Quik
container was brown and yellow cardboard with a metal top and a round
metal cap. The package was changed in 1996 to the current yellow
plastic.
In 1999 Nestle was looking to make Quik into a recognizable global
brand.
In May of 1999 Nestle changed the name from Nestle Quik to NesQuik.
With
the name change they also incorporated the phrase, “Brand new name,
same
great taste.” Another reason for the name change was because of the new
launch of the Nesquik cereal. This has been popular in Europe and
General
Mills has licensed the distribution of this in the U.S. They advertised
corn and rice puffs dusted with Nesquik powder to instantly turn white
milk into chocolate milk. They also had in pack fun activities for
children while explaining the change. Also, in late 2000, they changed
the
name from NesQuik to Nesquik, “little q.” At the end of 2000, they
produced a new product, calcium fortified Nesquik, and that was on the
shelf by March of 2001.
In 2002 the new “Double Chocolate” flavor was introduced. The new “Very
Vanilla” flavor was introduced in 2003. In 2003, sales for Nesquik
almost
doubled due to a much higher budget for the powdered milk television
campaign, the increase in spending for in-store advertising, a major
sampling campaign and the backing behind the brand‟s cereal and cereal
bar
products. In 2005, the “Double Chocolate” flavor had a slight
reformulation to make the taste better. In May of 2006, NSA 8oz
Chocolate
reformulated with Splenda. In July of 2006, NSA Chocolate was
introduced
in a 16oz bottle. In October of 2006, Nesquik 67oz canister was made in
a
new container with an easy to use to handle. 67oz canisters sold at
club
stores like Costco, Sam‟s Club and BJ‟s. Regular chocolate and
strawberry
reformulated in January of 2007. Nesquik developed a new break-through
manufacturing process that allows the delivery of great Nesquik taste
with
25 percent less sugar, and improved solubility so the product can
dissolve
more easily into milk. Strawberry has a lighter color; however, so upon
adding milk the color will be the same as what consumers are used to
seeing. Also in 2007, Vanilla 16oz and Chocolate 16oz became
discontinued.
         From the very start Nesquik had always been a brand for the
children with
little games or activities inside their packages for the children. Some
of the bottles even held little easy to read notes for the children.
It
is safe to say that Nesquik‟s target audience is mostly children. The
Nesquik bunny is also an animated character for the children. On the
internet Nesquik has a number of games and activities for the children.
Nesquik also has a parent‟s kitchen for parents to see the nutrition
facts about Nesquik. Some examples of things they have for children
are:
clothes and toys like a Nesquik jacket and a Quiky bunny toy. Nesquik
has
kid‟s games, activities, toys and stickers both online and offline. On
the site, Nesquik.com, you can tell right away it is a site aimed
towards
children with a kid‟s corner, a market for merchandise you can buy and
parents kitchen. Since 1999, Nesquik has been a very well known global
brand through out Europe and since 2001 through Russia. Now you can
find
Nesquik almost anywhere.
         In 2007, Nesquik introduced the new convenient product of RDT
(ready to
drink) Nesquik. It was introduced to accommodate a different target
audience. It was surprisingly targeting males ages 12-24, a group that
tends to generally be “on the go”. This is one of the most difficult
audiences to target according to Nesquik representatives. Nesquik has
also tried to consider the current obsession with Americans trying to
become healthier. Nesquik with 25 percent less sugar was created. They
claimed to “help build strong bones” which they were later criticized
for.
          In October 2007, Quiky the bunny placed first in the Atlantic
City
Marathon. Quiky was really just a runner in a bunny costume, but he
represented that chocolate milk in fact may be a better sports drink
than Powerade or Gatorade. This was a way of targeting Nesquik to
athletes.
         In terms of advertising, Nesquik has had many campaigns. At
this point a
lot of promotional aspects for Nesquik are on the internet. For
Nestle‟s
NesQuik, in 1998, a new site was designed by web house Foresight New
Media. The site was designed to appeal to children between 8 to 11
years
of age and features Shockwave games. Nesquik also had a contest
campaign
through YouTube. Consumers of Nesquik make there own video of Nesquik
and the “happy place” that Nesquik takes you when you drink it. The
grand
prize is 10,000 dollars cash and a month supply of Nesquik coupons.
Second prize is 250 dollars cash and the third prize is just a month
supply of Nesquik coupons. Judges select the 10 finalists and then
consumers choose their favorite video. This is a way to use the
consumers
on new ideas for advertising. In March of 2003, Nesquik launched a
three-month internet campaign with Disney that includes rich-media ads,
buttons, and content integrated directly into Disney‟s sites. Anyone
to
go into any of Disney‟s 11 web sites will be greeted by the normal
Disney
characters, but joining them is Quiky the Rabbit. This campaign was
created by one of Nesquik‟s long-term digital agencies, Zentropy
Partners
(UK). This has Nesquik‟s Music Maker and Jungle adventure games on 11
of
Disney‟s web sites. This was the first time a non-Disney animated
character has been included in one of Disney‟s online content. This
was
a great marketing strategy because children will be able to associate
Nesquik with Disney characters. The category manager, Carrie Haynes
believes that it adds more credibility to Quiky the bunny as a
character,
being featured on Disney websites.
         In 2000, Nesquik and Rare Medium developed an online strategy
that
successfully markets Nesquik by providing value-added, brand specific
content on popular children‟s websites. The strategy involved the
development of a portable Nesquik „mini-site‟. It features fun games
that include Quiky the bunny, puzzles, print out pictures to color, and
other interactive attraction to appeal to children. The click rate on
the Nesquik mini-site has been five times higher than the national
average since this project has been launched in 2000. It has enhanced
its brand marketing efforts without requiring the resources involved in
developing and managing a high-performance website. Jon Yokogawa, the
vice president of marketing and media for rare Medium said that,
“Nesquik
was searching for a less recourse intensive strategy that would still
allow them to reach out to their target audience online.” Some of the
websites that feature Nesquik‟s mini-site are all of the Disney
websites.
         In 2001, Nesquik and American Online joined forces in a deal
which
aimed to reach Nesquik‟s target audience with a promotion for the
ready-to-drink product. The agreement tied together online and
offline elements in a manner that's becoming the standard
operating procedure for big consumer packaged goods marketers. It
was a game that brought people online to see if they've won. Each
bottle of Nesquik would have a unique code under the label.
Consumers found out if they won by entering in the code on the Web
at www.grabgulpgo.com or by typing in America Online Keyword:
"Nesquik." Prizes include a new Ford Focus ZTS, DVD players,
family movie packages, and Nesquik merchandise.
         That same year, Nesquik launched its flavored milk powder
campaign
through television. This was launched through the agency McCann-
Erickson.
Nestle quadrupled its marketing investment behind this television
campaign. It was launched February 1, 2003, and introduced the line,
“Health from milk. Taste from Nesquik.” Much of this was aimed toward
mothers to show them Nesquik can be healthy too. There was also some
speculation that Nesquik was not being truthful in this campaign.
Physicians committee for Responsible Medicine gave them the award for
best “badvertisement.” They claimed that there was nothing nutritious
in
Nesquik‟s chocolate milk. Nesquik responded with facts that Nesquik has
33 percent more calcium than a regular glass of milk.
         Nesquik also launched a campaign in 2004 around the upcoming
film Shrek
2. The campaign was developed by Zentropy Partners and will run through
Europe both on and off line. This campaign was based around a new
Nesquik
web site. The site included a number of Shrek 2 related animated fairy
tales. It also included a number of games with Shrek 2 related prizes.
The offline activity included promotions on Nesquik packs for Shrek 2
and
TV ads across Europe. One of Nesquik‟s radio ads was listed number 3 on
the ten best radio ads in 2004. This ad featured a teacher trying to
instruct a student in speaking French. This ad won two awards at the
annual Aerial Awards. This was launched by the agency, McCann Erickson.
The ad ended with the line, “Happiness quick with tasty Nesquik.
Through
the campaigns Nesquik was able to reach their main target audience
children.
The 2001 marketing agreement with AOL provided links to the "Grab, Gulp
&
Go Online" contest via the AOL flagship service, MapQuest, and Digital
City. And in 2005, m-Qube a mobile marketing technology and service
joined
Nestle‟s NesQuik to develop a mobile marketing promotion. This was an
effort to reach Nesquik‟s target audience — youth. The program
combined
the likes of gaming, music and mobile technology in an instant win-
game,
“Grab. Gulp. Win!”.
          In 2007, Nesquik launched into “Second Life”, onto Activ8
Island, a
virtual activity center. It was called Quiksk8 Park and is primarily
focused on having fun and skateboarding. The virtual park included
NesQuik vending machines, and promotional messages everywhere. Virtual
world marketing is about brand extension and leverage. Experts have
said
that if their target market is children, then from a media planning
perspective, it‟s the right time but the wrong place. Most children
are
not involved with Second Life.
Nesquik initially had many print campaigns; however, in recent year,
they
have turned their advertising campaigns to online media. A Nesquik
billboard is shown outside the MTV headquarters while a promotional
stunt
publicizing a new MTV show called “Rock the Cradle” ”(Appendix A). The
image can be seen on multiplayerblog.mtv. Another print ad utilizes
showing Nesquik used to make Quik Quivers. To draw children‟s interest,
there is a cartoon maze in the ad. A copy of this ad was published in
Nickelodeon Magazine, (Appendix B). In 1995, Nesquik 2001 print ads
also
recently went on sale on eBay sold by Vintage Print Ads and
Collectibles
for $7.50. (Appendix C) Other Nesquik promotional efforts include
sponsoring vending machines such as those located on campus. Also, the
Quiky Bunny has a jacket designed in its honor on hotjackets.com. This
tacky racing jacket is priced at 64.49$ for kids sizes and 99.94$ for
adults sizes. It is lined in satin and is complete with embroidered
logos.
As of 2007 Nestle is largest food company in the entire world. One of
their stronger products, Nesquik is most recognizable and most
preferred
kind of chocolate milk among children. Nestle and Nesquik both have
quite
a history and have had plenty of memorable campaigns. Nestle is a
monstrous corporation that will only continue to grow in time to come.

				
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