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市場調查報告書

Nestle的數位&社群媒體行銷策略及革新的有效性

Nestle's Effectiveness of Digital and Social Media Marketing Strategies and Innovations

出版商 Socintel360 商品編碼 311942
出版日期 內容資訊 英文 144 Pages
商品交期: 最快1-2個工作天內
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Nestle的數位&社群媒體行銷策略及革新的有效性 Nestle's Effectiveness of Digital and Social Media Marketing Strategies and Innovations
出版日期: 2014年05月31日 內容資訊: 英文 144 Pages
簡介

Nestle是食品、飲料產業上的領導企業之一,對數位&社群媒體策略的計劃、實行特別投入力量。該公司活用社群媒體,提高行銷和革新、領導的可能性。還有,不僅是削減成本和提高供應鏈效率為目的行銷,而且聚焦有效利用數位&社群媒體途徑的產業營運與轉型。該公司的策略,由於再定義社群媒體行銷動態,顯示將成為有效利用社群媒體的標準。

本報告提供Nestle的數位&社群媒體行銷的相關調查、Nestle的數位&社群媒體策略、實踐的重點、預算分配、各主要品牌的策略分析、領導品牌的案例研究等彙整資料。

第1章 關於本報告

第2章 Nestle的數位&社群媒體的策略性課題

  • Nestle的數位&社群媒體概要
  • 數位&社群媒體的策略性課題
  • 數位&社群媒體策略的演進

第3章 實行架構的策略性考察

  • 數位&社群媒體課題的實行架構:4個支柱
  • 數位&社群媒體的組織結構
  • 組織文化、領導的焦點
  • 聆聽和接合
  • 媒體生產率的確認
  • 文化的建立與轉換

第4章 Nestle的數位&社群媒體行銷預算的分配

  • 數位&社群媒體預算的分配和產業基準
  • 流通管道的分配與產業基準:行動 vs 桌上設備
  • 前10大市場分析
  • 前五大品牌分析

第5章 廣告&定位策略

  • 流通管道策略:線上 vs 行動
  • 品牌&定位策略
  • 社群商務
  • 產品推出策略
  • 廣告形態策略:影像、遊戲、顯示器
  • 社群網站策略
  • 內容策略

第6章 Nestle的社群媒體策略分析:各主要品牌

  • Kit Kat
  • Nescafe
  • Maggi
  • Purina
  • Haagen Dazs

第7章 案例研究

  • Kit Kat
  • Nestle Purina US
  • Coffee Mate Malaysia
  • Haagen Dazs
  • Nestle/Google
  • Nestle Drumstick Philippines
  • Maggi Australia
  • Nestle India
  • Nestle Philippines
  • Nestle Nescafe Spain
  • Nestle Germany
  • Nestle Water's USA
  • Nestle China

圖表

目錄

Nestle has been one of the leading players in the food & beverage industry which has strongly focused on developing and implementing digital and social media strategy. The company is leveraging social media to drive marketing, innovation and leadership potential. Moreover, capitalizing on digital and social media channels, the company is focusing on transforming its operations, going beyond marketing to drive cost and supply chain efficiencies. The company's strategy has redefined dynamics of social media marketing and has raised the benchmarks of effective social media practices.

Scope

This report provides detailed data, insights and opinion on digital and social media marketing strategies adopted by Nestle across its global operations. Below is an overview covering scope of this report:

  • Market Focus: Global

Data & Analysis: This report provides an extensive analysis of Nestle's digital and social media initiatives. Below is a summary of key points:

  • It provides insights into digital and social media budget allocation across the company's 10 largest geographic market and top 5 brands.
  • It compares Nestle's digital and social media budget allocation strategy with overall food and beverage industry.
  • Analyzes how Nestle's digital and social media strategic initiatives are implemented and practiced.
  • It provides case examples of innovative digital and social media marketing adopted by Nestle across its global operations.

Synopsis

This report provides in-depth analysis of Nestle's social media strategy with a focus on overall digital goals. This report provides insights on the following 6 modules:

  • Digital and Social Media Strategic Imperatives: This module provides insights into Nestle's digital and social media strategic imperatives and a snapshot of the evolution of digital and social media strategies implemented by the company.
  • Strategic Insights into Implementing and Executing Digital and Social Media Imperatives: This module provides in-depth analysis on Nestle's digital and social media implementation strategy. It highlights the impact of digital and social media on Nestle from an organizational, cultural, and functional perspective.
  • Marketing Budget Allocation: This module provides insights into Nestle's budget allocation strategy towards digital and social media marketing. It provides budget allocation snapshot for Nestle's top 10 geographic markets and top 5 brands. In addition, it also provides breakdown of advertising budget by desktop and mobile.
  • Advertising & Targeting Strategies: This module provides detailed analysis on key aspects of Nestle's digital and social media strategy. It analyzes how Nestle implements its social commerce and social network initiatives, and how the company utilizes digital formats and digital channels to achieve its strategic goals.
  • Analysis of Nestle's Social Media Strategy by Key Nestle Brands: This module analyzes Nestle's engagement strategies and content on leading social media networks for the company's key brands - Kit Kat, Nescafe, Purina, Maggi, Haagen Dazs.
  • Case Examples: This module provides case examples of innovative digital and social media marketing adopted by Nestle across its global operations.

Reasons to Buy

This report answers the following key questions:

  • How is Nestle adopting digital and social media within the organization
  • What percentage of the company's advertising budget is allocated to digital, mobile based and social media initiatives
  • What are the objectives of Nestle's digital and social media strategy, and how it is implementing them
  • How is Nestle implementing digital and social media initiatives as a marketing tool
  • What is Nestle's consumer engagement model on digital and social media
  • How does Nestle measure return on digital and social media investment
  • How is Nestle leveraging mobile, social commerce, video, game and display and social networks to achieve its marketing and organizational goals

Table of Contents

1. About this Report

  • 1.1. Introduction
  • 1.2. Scope
  • 1.3. Methodology
  • 1.4. Definitions
  • 1.5. Disclaimer

2. Nestle's Digital and Social Media Strategic Imperatives

  • 2.1. Nestle Digital and Social Media Snapshot
  • 2.2. Digital and Social Media Strategic Imperatives
  • 2.3. Evolution of Digital and Social Media Strategy

3. Strategic Insights into Implementation Framework

  • 3.1. Framework for Implementing Digital and Social Media Imperatives - Four Key Pillars
  • 3.2. Digital and Social Media Organizational Structure
  • 3.3. Organizational Culture & Leadership Focus
  • 3.4. Listening & Engaging
  • 3.5. Ensuring Media Productivity
  • 3.6. Building Culture & Transformation

4. Nestle Digital and Social Media Marketing Budget Allocation

  • 4.1. Digital and Social Media Budget Allocation & Industry Benchmarking
  • 4.2. Channel Allocation & Industry Benchmarking - Mobile vs. Desktop
  • 4.3. Analysis by Top 10 Markets
  • 4.4. Analysis by Top 5 Brands

5. Advertising & Targeting Strategies

  • 5.1. Channel Strategy - Online vs. Mobile
  • 5.2. Branding & Targeting Strategy
  • 5.3. Social Commerce
  • 5.4. Product Launch Strategy
  • 5.5. Advertising Format Strategy - Video, Gaming, and Display
  • 5.6. Social Networking Site Strategy
  • 5.7. Content Strategy

6. Analysis of Nestle's Social Media Strategy by Key Nestle Brands

  • 6.1. Kit Kat
  • 6.2. Nescafe
  • 6.3. Maggi
  • 6.4. Purina
  • 6.5. Haagen Dazs

7. Case Examples -Nestle Way

  • 7.1. Kit Kat: Break from Gravity
  • 7.2. Nestle Purina US: Purina Happy Wings
  • 7.3. Coffee Mate Malaysia: Stir-up Passion
  • 7.4. Haagen Dazs: Concerto Timer App
  • 7.5. Nestle/Google: Kit Kat - Google Android Partnership
  • 7.6. Nestle Drumstick Philippines: Tweet Surprise
  • 7.7. Maggi Australia: Fists of Fusian
  • 7.8. Nestle India: First 1000 Days
  • 7.9. Nestle Philippines: Facebook Loyalty Program
  • 7.10. Nestle Nescafe Spain: Galao
  • 7.11. Nestle Germany: Nestle Marktplatz
  • 7.12. Nestle Water's USA: Nature's Fix
  • 7.13. Nestle China: BenNaNa Brings Magic Fun

List of Figure

  • 1. Methodology Framework
  • 2. Nestle - Social Media Mobile Marketing Effectiveness Index Taxonomy
  • 3. Nestle - Company Overview
  • 4. Nestle's Strategic Imperatives - Digital and Social Media Channels
  • 5. Nestle's Digital and Social Media Evolution
  • 6. Nestle Digital & Social Organizational Structure
  • 7. Nestle Digital & Social Media Marketing Budget Allocation Strategy - Nestle vs. Industry Average, 2013
  • 8. Nestle's Global Digital & Social Media Marketing Budget Allocation for Top 10 Markets
  • 9. Nestle Digital & Social Media Marketing Budget Allocation for Top 5 Brands
  • 10. Nestle Marketing Budget Channel Allocation Strategy - Nestle vs. Industry Average, 2013
  • 11. Nestle Kit Kat Social Media Activity - Analysis by Platform
  • 12. Nestle Nescafe Social Media Activity - Analysis by Platform
  • 13. Nestle Maggi Social Media Activity - Analysis by Platform
  • 14. Nestle Purina Social Media Activity - Analysis by Platform
  • 15. Nestle Haagen Dazs Social Media Activity - Analysis by Platform
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