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Marketing Campaign: Nestle Malaysia

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Objective of the campaign The marketing campaign that I have chosen for this report is the “Lebih Nilai, Lebih Kebaikan” campaign by Nestle Malaysia which was launched in March 2015. “Lebih Nilai, Lebih Kebaikan” means “More Value, More Goodness” and the objective of this campaign is to encourage customers to purchase Nestle products to lead a healthy life which includes Milo, Nestum, and Nestlé cereals as well as others in value or promotion packs with reasonable price thus allowing the customers to save 8% to 33% on all Nestle products. Nestlé also challenges 1 million Malaysian to lead a healthy life. Besides that, region head of Nestlé Malaysia and Singapore, Alois Hofbauer also stated that through this campaign they aim to encourage and …show more content…

This is made possible by the significant resources that have been channelled into research and development and the fact that the company has the world's largest private nutrition R&D network. Promotion is important as it is a very efficient way for a company to communicate with its customers. Company may have different way of communications to make sure that the message and information can reach out to their customers. Customers are scarce but they are the revenue of the company, there are too many company for customers to choose so the customer bargaining power is high in this case. For example, customers can choose Ovaltine or Vico to replace Milo. In order to prevent customers from choosing other company, Nestlé have to satisfy its customers. If Nestlé is able to solve the problem faced by its customers, then the duration of relationship is longer compared to those new build relations. This shows Nestlé really care about their consumer and would never cheat their consumers for profit. Bad news will always travel faster and further than the good news so Nestlé will never risk their reputation as a trustable brand. For example, when there were news surfacing on the internet about counterfeit Milo in Malaysia, Nestlé announced it on their webpage about the news and that they will work with government authorities to fix this problem as soon as possible. ‘Performance of product exceed expectation, we will enjoy customers satisfaction or else will lead to dissatisfaction.’(Solomon,

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