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Information about nestles

Published on January 13, 2009

Author: aSGuest10407


Nestles Multidomestic Strategy : Nestles Multidomestic Strategy Switz. Germany France U.S. Nestle 1983 Structure : Nestle 1983 Structure Marketing Activities : Marketing Activities Strategy: Multidomestic vs. Global How standardized or localized should the marketing program be? HQ Influence What is appropriate level of HQ intervention in decision making – degree of “centralization”?? Centralization and Standardization : Centralization and Standardization Strategy Standardized Localized HQ Influence Centralized Decentralized The extent to which activities are the same across national units. Forces? The extent to which activities are differentiated across national units. Forces? Product Names : Product Names Coca-Cola in Chinese: “Bite the wax tadpole” Castlemain XXXX lager in US: “Fourex (condoms)” Olympia ROTO copiers in Chile: “broken” or “low-class” Marketing : Marketing In India it’s the Taj Mahal (a mausoleum); in New York it’s the Helmsley Palace United Airlines ad in Australia: Crocodile Dundee camps it up (…means Dundee flaunts his homosexuality) Guinness is good for you ...attracts pregnant women as key customers Centralization and Standardization : Centralization and Standardization Strategy Standardized Localized HQ Influence Centralized Decentralized The degree to which HQ has decision-making authority. Forces for centralization?? The degree to which each country has decision-making authority. Forces for de-centralization?? Levels of HQ Influence : Levels of HQ Influence Ignoring Informing Persuading Coordinating Approving Directing Nestles Marketing Integration : Nestles Marketing Integration Strategy Standardized Localized HQ Influence Centralized Decentralized Packaging Product Promo. Price Advert. ? Branding Managerial Roles : Managerial Roles Product Manager Strategist, architect, coordinator Country Manager Sensor, builder, contributor Functional Manager Specialist, cross-pollinator Nestles’ New Marketing Structure : Nestles’ New Marketing Structure

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