Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 8 pages
Data source: Published sources
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https://casecent.re/p/63256
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Abstract
Although marketing and brands have long been considered as the twin force behind the success of Nestle, marketing traditionally played a peripheral role for the company. To fuel growth at Nestle, Peter Brabeck, its Chief Executive Officer, integrated the various functions of marketing to make it the backbone of the company. Brabeck also made efforts to reposition Nestle as a health corporation to generate a feeling of well-being among 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.
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Abstract
Although marketing and brands have long been considered as the twin force behind the success of Nestle, marketing traditionally played a peripheral role for the company. To fuel growth at Nestle, Peter Brabeck, its Chief Executive Officer, integrated the various functions of marketing to make it the backbone of the company. Brabeck also made efforts to reposition Nestle as a health corporation to generate a feeling of well-being among 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.