Nestle melts foe
Article Abstract:
With new products and fresh marketing techniques, Nestle Australia's ice cream division boosted sales and beat its rivals. Sales grew by 5% in a market that that grew only by 2%. Nestle's approach was to "surround" customers with 25 new products. Market research led to the creation of an Internet site, 14 television commercials, and promotions of its Maxibon in a series of eating contests held at sites where teenagers congregate. Humor and unpredictability play a large part in Nestle's marketing strategy, and it has paid off.
Publication Name: Business Review Weekly
Subject: Business, general
ISSN: 0727-758X
Year: 1999
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Pass the ads please
Article Abstract:
The impact of telemarketing regulations on Australian marketers is discussed.
Publication Name: Business Review Weekly
Subject: Business, general
ISSN: 0727-758X
Year: 2006
User Contributions:
Comment about this article or add new information about this topic: