Corporate marketing – a study of corporate communications at Nestlé Bangladesh Limited

Abstract

Nestlé is a trusted name in the food and beverage industry. This outstanding image of the 150 years old Swiss company did not develop overnight. Nestlé’s commitment towards being recognized as the top Nutrition, Health, and Wellness Company of the world has made the success possible. While Nestlé is one of the Fortune 500 companies, they still need to ensure their image stays intact as desired and strategies align to objectives and benefits on the whole. This report contains discussion on the largely accepted concept of corporate marketing and the most significant element of corporate marketing – the corporate communications. While corporate communications is still a slowly growing department at many companies, this is a vital part of Nestlé and in this report I have attached enough references and documents through which it will be clarified about the significance, functions, practices and strategies of corporate communications in general and at Nestlé Bangladesh Limited. I have taken into consideration practices and steps suggested by experts regarding calculating or measuring effectiveness, impact and excellence of corporate communication mechanism. Later, by comparing them to that of Nestlé’s strategies and policies, I have tried to identify if Nestlé has best practices. One crucial corporate communication is crisis communication, and even the great companies like Nestlé suffers from a failed crisis communication. I have taken into consideration the MAGGI crisis case and identified major differences between the communication at India and in Bangladesh. For primary data, an interview with the communications manager of Nestlé Bangladesh Limited is attached.