Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Nestlé’s Marketing, The Next Driver of Value Growth?

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Case Title:

Nestlé’s Marketing: The Next Driver of Value Growth?

Publication Year : 2009

Authors: Supriyo Bose, Sumit Kumar Chaudhuri

Industry: Food, Diary and Agriculture Products


Case Code: MKS0031

Teaching Note: Not Available

Structured Assignment: Not Available

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Although marketing and brands have long been considered ast he twin forces behind the success of Nestle, marketing traditionally played a peripheral role for the company.Tofuel growth at Nestle, PeterBrabeck, its chiefexecutive officer, integrated the various functions of marketing to make it the backbone of the company. Brabeckal somade efforts toreposition Nestle as a health corporation to generate a feeling of well-beinga mong its consumers. He was convinced that the functional foods or‘nutraceuticals’ of Nestle would be the drivers for creating value in future and that marketing would be the most vital function to achieve the value added growth.

Pedagogical Objectives:

  • To discuss the efforts ofNestle to transformitself into a health provider byleveraging on its core activity,marketing.

Keywords : Positioning, Target Customers, Segmentation, Marketing and brands; Nestle; Peter Brabeck; Healthcare; Nutraceuticals; Nutrition; Umbrella brands; Packaging; Value creation; Organic growth; Marketing Strategies Case Study; Functional foods; Product Technology Centers (PTCs); Regional tastes and preferences; Health consciousness, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA Marketing Course Case Map; Course Case Map; Case Map


  • Marketing and Brands: Twin Pillars of Nestlé's Empire
  • Growth Strategies with Marketing as its Core
  • Value Creations and Future Growth Prospects

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