BACKGROUND

Nestle is the world's leading nutrition, health and Wellness Company. Their mission of "Good Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night.

Nestle Foods was started by Henri Nestle in the mid eighteenth century, headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues. In his bid to find an alternative to breast milk for babies whose mothers could not nurse in order to reduce infant mortality. Consequently Nestlé’s first customer was a premature infant who could tolerate neither his mother’s milk nor any of the conventional substitutes and had being given up for lost by doctors. The value of the product was recognized after it saved the child’s life.
Henri Nestle showed an early understanding of the power of branding as he adopted his very own coat of arms as the company’s logo and refused to allow Nestle in various countries to have different logos. The coat of arms reflected his name; which meant little nest in his dialect as it consisted of a birds’ nest with a mother bird and her three little chicks.
The company expanded its product base very quickly, with the collaboration of Daniel Peter whose company figure out the mix of milk with cocoa powder to make milk chocolate. They also merged with Henri Maggi’s whose company created powdered soups and bouillon cubes, sources and flavorings using legumes.

Data Collection and Intended Use

active data (such as name, mail address, e-mail address, telephone/fax numbers, credit card details, password, etc.) when voluntarily submitted by visitors for registration, contests, on-line order placement, etc.; and Passive data (such as browser type, IP address, page reference, etc.) From time to time, we may ask our site visitors to answer survey questions. Surveys generally deal with the site, our products or categories of products. We may ask for age or age ranges, gender, and other non-personally identifiable data. No personally identifiable data is requested and the data collected is not tied to any personally identifiable data that may have been previously provided. Data gathered from polls and surveys are only for internal use by the Nestlé group, but aggregate data may be shared with others.

Segmentation
As you know, consumers have the different needs, wants, culture and location so we must make marketing segmentation. It means that we divide giant market into smaller segments which have the similarities. Then we can achieve more effectively with productions and services. To do this, we should look at 4 majors: geographical, demographic, psychographic and behavioral variables. Nestle is the world’s largest food company that did marketing segmentation very well. They also base on 4 majors variables to segment.

First is the geographic segmentation. We must understand the geographical different in needs and wants. For example: in Viet Nam, Nestle has the Maggi brand with many kinds of Asia sauce, but Maggi do not exist in England because of the different in the geographical taste. While, Nestle sell pet food in England and some other countries but they do not sell in Viet Nam. It is easy to understand that Vietnamese does not love pets as much as the other countries do. They think their pets can eat whatever and pet food is not important.

Secondly, demographic segmentation calls for dividing the market in to different variables such as age, gender, family size and so on. For instance: Nestle segment into the different of age. For baby, they have Nestle baby foods while young people can drink Milo, Nescafe or eat ice cream, chocolate and cookies. Nestle health care Nutrition is necessary for old people to overcome health concerns.

Thirdly, psychographic segmentation use the different in social class, life stage or personality characteristics to segment. Nestle Breakfast Cereals is the best choice for busy people and Nescafe also help them more alert in working. Besides, there are some people who love to eat can eat every time and everywhere. Confectionery such as Smarty’s, Aero, Butterfinger, and Orion can be called their best friends.

Lastly, behavioral segmentation base on the different in knowledge, attitudes or responses to a product...

Demonstration of application of key consumer behaviour frameworks:

Motivated employees are happy employees, and happy employees mean better customer satisfaction. The metric sounds simple, but it takes a little work to create a motivated and engaged staff.
A culture that emphasizes employee wellness, and also helps staffers minimize stress, will also reap benefits. This may be harder during times of economic duress, when layoffs are a fact of life, and many employees may be working harder and often for lower tips and fewer benefits—but all the more reason to understand the importance of staff recognition.

Apparent Marketing Strategy:

Nestlé is an organization working globally. As the operations of the organization areextended in almost all countries, it is not doubtless at all the competitive focus must be at the heart of the company’s international strategy. Nestlé’s competitive strategies are closely affected with foreign direct investment (FDI) in milk, dairy, beverages and other food businesses. Nestlé has an objective to balance sales obtained from low risk and low growth countries of the developed world with high risk and potentially high growth markets of underdeveloped or developing countries i.e. Africa and Latin America. Nestlé identifies the potential profits from these high-risk countries, but doesn’t take unnecessary risks just for the sake of growth. This strategy and process of circumventing keeps growth steady while maximizing shareholders‟ value (Castellar Articles, 2005).In the markets of developed countries, Nestle has made an objective to grow and gain economies of scale with the help of investment in other big companies. For example, just recently, Nestlé has given LC1 brand license to the Müller - a massive scale German dairy producer in Germany and Austria (Castellar Articles, 2005).
Decision Making in Nestle: It is as decentralized as possible, within the framework imposed by fundamental policy and strategy decisions requiring increasing flexibility. Operational efficiencies, as well as the group wide need for alignment and people development, may also set limits to de-centralization. Decentralization: Nestlé recognizes that its consumers have a sincere and legitimate interest in the behavior, beliefs and actions of the Company behind brands in which they place their trust and that without its consumers the Company would not exist. Nestlé believes that, as a general rule, legislation is the most effective safeguard of responsible conduct, although in certain areas, additional guidance to staff in the form of voluntary business principles is beneficial in order to ensure that the highest standards are met throughout the organization. Nestlé is conscious of the fact that the success of a corporation is a reflection of the professionalism, conduct and the responsible attitude of its management and employees. Therefore recruitment of the right people and ongoing training and development are crucial. Nestlé continues to maintain its commitment to follow and respect all applicable local laws in each of its transparent performance appraisal systems and the freedom given to those to question their seniors benefit not only the employees but even the organization as well