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International Market Comparison: Nestle and Unilever Essay


International corporations face stiff competition in the global market. Increased rate of technological development and social networking are some of the reasons for increased competitiveness. Nestle’ and Unilever are examples of corporations that have increasingly reviewed their international marketing strategies. The basic aim of such initiatives is for corporations to remain relevant and become more competitive.

In particular, Nestle has persistently applied high levels of innovation and novelty in its marketing operations. The marketing team uses robust and transformative technology in its advertisement and promotion activities. On the other hand, it is notable that Unilever considers internet marketing as a more significant method of customer engagement.

Both corporations have ventured into the fresh markets within different global destinations. One of such areas includes the developing nations, which have a high potential for market growth and development. Nestle applies distinct social responsibility to attract more of its customers. Evidently, there are many social responsibility and community activities offered by Nestle within most of its overseas markets. The engagement of local human resource is a critical method of enhancing the product and brand capacity.

The Unilever Corporation has applied this methodology in an effective manner. Through this strategy, the workers are able to transfer the product information to every single person within their social life. Therefore, it is vital to note that product knowledge transfer is a marketing strategy that is widely associated with the Unilever Corporation.

Analytically, these two corporations share several international marketing features and mechanisms. Notably, the Unilever Corporation has constantly engaged in partnerships with other domestic companies within the overseas markets. This strategy has transformed the local knowledge on the various company products. In addition, most consumers within such market zones have increasingly tended to identify with the products. Although there might be obvious differences, both the corporations have posed to be “socially responsible” within their international markets. The two corporations have different brands within various markets. Establishing constant awareness campaigns, events, and promotion activities are common operations within these companies.

Unilever applies the celebrity approach to widen its market base and customer coverage within its potential markets. In this regard, the company uses celebrities to advertise and promote its products. Nestle; however, has adopted the mass and print media in its overseas marketing initiatives. Apart from this, Nestle observes the fundamental principles of target marketing.

This strategy is evident within virgin market zones globally. The company caters for the basic needs of all its clients. According to Nestle, maximum customer satisfaction is a critical tool for ensuring effective marketing and product promotion. Nestle also targets the present growing coffee markets. Majorly, it has intensified its promotion activities within nations such as China and India.

The company also works with several coffee farmers. The basic aim is to assist them to increase their yields. Nestle and Unilever recognize the need for cultural sensitivity within different international market zones.

Perhaps, this explains why Nestle has adopted the “Gift Giving” culture of Chinese in its marketing. Other unique marketing features in Nestle Corporation include offering lucky prizes, decorative gifts, and discounts to customers. Unilever boasts of an effective marketing mix, technology, and media-marketing techniques. These include some of the international marketing strategies inherent within the two corporations. It is vital to analyze the disparities and similarities in these strategies.

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IvyPanda. (2020, May 7). International Market Comparison: Nestle and Unilever. Retrieved from https://ivypanda.com/essays/international-market-comparison-nestle-and-unilever/

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"International Market Comparison: Nestle and Unilever." IvyPanda, 7 May 2020, ivypanda.com/essays/international-market-comparison-nestle-and-unilever/.

1. IvyPanda. "International Market Comparison: Nestle and Unilever." May 7, 2020. https://ivypanda.com/essays/international-market-comparison-nestle-and-unilever/.


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IvyPanda. "International Market Comparison: Nestle and Unilever." May 7, 2020. https://ivypanda.com/essays/international-market-comparison-nestle-and-unilever/.

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IvyPanda. 2020. "International Market Comparison: Nestle and Unilever." May 7, 2020. https://ivypanda.com/essays/international-market-comparison-nestle-and-unilever/.

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IvyPanda. (2020) 'International Market Comparison: Nestle and Unilever'. 7 May.

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