IMD-5-0721 © 2008
Kashani, Kamran; Jansen, Bryony
Part of a case series on marketing innovation, the Nestle Branded Active Ingredients describes Nestle developed its strategy of advertising components that are practical that are key for some of its top food brands across different markets. Interpret complex scientific arguments into simple messages that consumers could understand and the underlying notion behind this idea was to establish brand sustainability. This tactic was similar to the ingredient marketing strategy of non-food brands such as Intel or GoreTex.
Nestlé Branded Active Benefits Case Study Solution 1
Learning objectives: This case can be used to 1) show how innovative ideas can be “borrowed” from totally distinct product classes; 2) highlight how scientific arguments when translated into benefits that consumers understand can become a strong reason to purchase; 3) reveal why advertising teams have to develop effective internal communication to win support for their ideas 4) present how an innovative idea can change and mature in its many iterations before reaching the market.
Subjects: Marketing innovation; Ingredient marketing; Ingredient branding; Global marketing; Marketing implementation
Settings: Switzerland; Worldwide; Food ingredients and additives; Functional foods; Nestlé 2007 Sales: CHF 107.6 billion; Employees: 276,050; 2001-20007
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