Assignment Module 2 - Nestle

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Baruch College, CUNY *

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9764

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Marketing

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Feb 20, 2024

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docx

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Uploaded by CoachLlamaMaster693

INTERNET MARKETING & GLOBAL BUSINESS Baruch College, Zicklin School of Business Department of Marketing & International Business Name: Laura Sánchez Mejia Case Study Assignment - Nestlé: The Infant Formula Controversy  Nestle Infant Formula U.S. Senate hearing 1978 Read the Nestle case study and watch the video above. Then provide answers to the questions below: 1. What could Nestlé have done to have avoided the accusations “killing Third World babies" and still successfully market its product? What Nestlé could have done in order to avoid accusations and still successfully market its product was develop a marketing campaign where the message was not so aggressive and where they left a clear understanding of the implication of using or abusing their product and encouraging breast feeding as a first option. To encourage mother to do breast feeding Nestle should have invested on educating campaigns so this would have helped to clarify that formula milk should be used as a supplement to breastfeeding and not as a replacement. could also have proposed a trial period to implement a new business model where recommendations, climatic conditions, socioeconomic and 1

INTERNET MARKETING & GLOBAL BUSINESS Baruch College, Zicklin School of Business Department of Marketing & International Business cultural conditions of developing countries are taken into account and, therefore, observe the behavior of the product to still successfully market its product 2. What is your view on Nestle's marketing in the Philippines? Do you think they are unfair or should Nestle be held accountable? Even though Nestlé Marketing in the Philippines is aggressive I honestly think is a little unfair the position of this reporters because at the end when a company wants to do marketing for a product what they want is to highlight their product. I think the problem here is that Nestlé didn’t make a proper market research to know that the population in Thailand were not educated enough to know that is always breastfeeding first and Formula could be used as a complement.  Baby Formula in the Philippines: Investigating dubious marketing practices 3. Visit Nestle's website and look for the landing page on baby formula. How is baby formula described to US consumers? Identify any difference you see in how baby formula is described on the US website vs the description in this article Nestlé describe Breast milk as the ideal nutrition to ensure babies get the best and they tell how breast milk provides infant the right nutrients, and as the same time breast feeding creates a bond between mom and baby. Formula milk is described as an alternative for those mothers that cannot do it, they offer high quality and commit to not interfere with mothers. On the other hand the article describes formula milk industry as entities that only go after money and don’t care about quality or be a support for the mother/baby, the article accuse them of keep doing exploitative marketing and the WHO warned that in case this behavior continues the proportion of the consequences could be bigger. 2

INTERNET MARKETING & GLOBAL BUSINESS Baruch College, Zicklin School of Business Department of Marketing & International Business https://twitter.com/WHO/status/1519910654655840257 3

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