Final Project

Subject:
CRM

Participant’s Name:

Aroz Amir (S2F18BBAM0013)

Syed Sultan Haider (S2F18BBAM0007)

Ahmed Hussain Khalid (S2F18BBAM0006)

Rana Ahmed Fraz (S2F18BBAM0018)

Discipline:

BBA-8

Submitted to:

Prof. Sohail Ashraf

University of Central Punjab

2022
Contents
Understanding the landscape
Understanding the Landscape
The Internal Landscape
Nestle e market place
The impact
Defining coustmer loyalty
Loyalty in the Marketplace
Customer Relation Management
Operational Excellence
Loyalty in the “marketplace”
Customer Intimacy
Product Leadership
Building and managing relationship in New marketplace
The Case for Customer Relationship Management
Nestle product centred Vs coustmer centred
Seeing the Total Customer Experience
What the Market Says (or Does)
What We Say
What We Do
WHAT IS CRM
Defining CRM
Organization’s current understanding of CRM is.
E-CRM WHAT’S THE DIFFERENCE
Why e CRM is so important
Understanding the method
Understanding the formality of CRM
NESTLÉ AND CUSTOMER RELATIONSHIP MANAGEMENT
Developing your CRM strategy
THE PRODUCTS LIFE CYCLE OF NESTLE
Introduction;
Growth;
 Maturity;
Decline;
Get Ready: Avoiding Common Barriers
Creating a CRM Culture
Vision and Roadmap
INTERNAL COMMUNICATIONS AND COUSTMER COMMUNICATIONS
GET SET: ORGANIZING FOR SUCCESS
Defining the Organizational Scope
1. The Marketing Department’s Role in CRM
2. The Sales Department’s Role in CRM
3. The Customer Service Department’s Role in CRM
4. The Information Technology Department’s Role in CRM
Company: Nestle

Understanding the landscape

Today’s marketplace isn’t the same as the one we’re used to, even though many of the basic

principles haven’t changed. Events in the external marketplace are forcing us to rethink what we

have to do internally in order to remain successful. This project starts by taking a look at some of

the internal and external factors that influence the way nestle do business in the 21 st century in

order to remain competitive

Understanding the Landscape

Yes, the environment in which we operate has changed. Both inside our companies and

externally in the marketplace, many of our old working assumptions just don’t look the same.

The Internal Landscape

Nestlé is a powerhouse of consumer brands spanning across baby foods, bottled waters,

powdered drinks, cereals, coffee, drinks, pet-care, and more. The company made almost $92

billion in 2018, with high margins on its powdered and liquid beverages (coffee, cocoa, and malt

beverages and tea categories). While many people might not relate directly with Nestlé as

a brand, billions of people across the world relate to the brands it owns. You might be surprised

by the portfolio of brands that Nestlé has, spanning across baby foods to pet care.
Nestle e market place

At first, we thought that the Internet was going to break all the rules. But painful as it was, it

didn’t take long to learn that business basics still count. No matter how many sales are made or

how much traffic is generated, if a company cannot make money, it will not survive. In fact, no

matter how much value a company provides to customers, if its business plan isn’t sustainable, it

can’t continue to provide that value for very long.

The impact

Our industry is transforming into one that is driven and shaped by data and technology. From

engaging the consumer through analytics to speeding up operations with artificial intelligence

(AI), we are accelerating our digital transformation to drive growth and agility.

In 2021 nestle e-commerce sales accounted for 14.3% of sales and grew by 15.1%. This strong

growth reflects our agility in adapting quickly to rapidly evolving consumer demands. We expect

to increase our investment in digital marketing by 50% and almost double the percentage of e-

commerce by 2025.

Defining customer loyalty

How does Nestlé Waters stay relevant with our customers for the next 100 years? By being their

companion and meeting them with one voice, with the beverages they need at the moments they
need them. When you become the valued companion to the customer, you naturally gain

consumer preference and market share.

Operational efficiency.

Resource and capital allocation with discipline and clear priorities, including through

acquisitions and divestitures.

We fuel our growth agenda through disciplined cost management, improving operational

efficiency at all levels of the business. In combination with sales growth, this approach enables

us to free up resources for reinvestment in product innovation, brand building, digitalization and

sustainability initiatives, while creating value for our shareholders.

Loyalty in the Marketplace

As the ‘Good Food, Good Life’ company, we enhance quality of life and contribute to a healthier

future. Winning with consumers is the source of our sustainable financial performance and our

way to earning trust and maintain our market leadership. Based on a compelling Nutrition,

Health and Wellness strategy, our company delivers sustainable value over the short term and the

long term.

That is how Nestlé highlights its strategy, by emphasizing how it moves around three key points

 Increasing growth through innovation, differentiation and by being relevant to our

consumers. We have committed to reach mid single-digit organic growth by 2020.

  Improving operational efficiency with the goal to increase our underlying trading

operating profit margin to between 17.5% and 18.5% (from 16.0% in 2016), and

 Allocating our resources and capital with discipline and clear priorities, including through

acquisitions and divestitures

In short, Nestlé focuses on generating demand for its current brands, while improving its

operational efficiency, and by allocating massive amounts of capital to buy and sell relevant

consumer brands, which help the company to keep its dominance in the consumer food and

beverage industry

Nestle is one of the global leading food and nutrition companies which was found by Henri. The

Company headquarter is located at Vevey, Switzerland with its strong network which has

Approximately 403 factories in 84 countries and with more than around 291,000 people

Worldwide. Products of nestle can be found almost in every country in global such as Asia,

America, Europe and Africa. The purpose of the Nestle improve quality of lifes which will help

To get a better land healthier world. The objective of Nestlé is to become the global leaders in

Nutrition and food Company in the world.

In 2019 Nestle has made an excellent progress, operating and financial results improved

Significantly. The organic growth stood at 3.5 per cent. Real internal growth for the full year has

Accelerated to 2,9 per cent, the highest amount in the past six years.[ CITATION Nes19 \l 1033 ]

Mark Schneider, Nestlé CEO, commented: The COVID-19 crisis continues to impact all our
Lives in powerful and sometimes tragic ways. At the moment Nestlé has a specific obligation.

Their food and beverage items help to keep people healthy, provide comfort and regeneration

Support. In the first quarter the business remained resilient, representing diversified product

Portfolio and strong local presence in 187 countries. This crisis, however, is far from over and

We are going to face several uncertainties in the coming quarters. It will keep adapting rapidly to

Rising customer needs and threats in our global supply chains. Company as a good citizen and

Trustworthy partner continues to give support, particularly to the most vulnerable in society.

Customer Relation Management

Nestle's advertisers concentrate on establishing and sustaining relationships with customers.

Nestle provides customers free health-care services. A good thing about managers at Nestle is

That they have a way to maintain the customer relationship. The Nestlé Care Center is an

Important channel to welcome feedback in the dialog with consumers. Nestlé's protocol involves

Visits by field staff to customer homes and laboratory review of the goods involved when

Answering product concerns. Conforming to the 60/40 + concept, Nestle has achieved a great

Deal of success in bringing fair prices to consumers of conventional goods. In the eyes of

Consumers, Nestle is increasingly expressing its brand, creating a more favorable approach for

The customers .In Malaysia the CRM program in the small village was not expanded. The
Participating customers are mainly existing Nestle customers with social channels over the

Internet, the potential customer base is small.

Operational Excellence

By operational excellence we mean delivering quality goods or services to consumers at

Reasonable prices and delivered with minimal difficulty or discomfort. For example Nestle is a

Master of operational excellence. Customer intimacy, the second discipline of value, means

Precisely segmenting and targeting the markets and then tailoring the offers to exactly match

Those niche demands. Organizations that excel in customer intimacy combine deep customer

Knowledge with organizational versatility so they can easily adapt to almost any demand, from

Customizing a product to meeting specific requests. As a result, these companies produce

Enormous customer loyalty. Nestle company is doing well in its market to acquire the exact

Product or information it wants from the customer. And product leadership, the third discipline,

Means providing cutting-edge products and services to consumers that constantly improve the

Use or use of the product by the consumer, thereby making the goods of rivals redundant. Nestle

Excels in Healthcare sector product leadership.

Loyalty in the “marketplace”

Customer Intimacy

Although businesses seeking operational excellence are focused on making their operations lean

And effective, those seeking a customer intimacy strategy are constantly tailoring and shaping

Goods and services to suit an increasingly fine customer concept. That can be costly, but

Customer-intimate companies are trying to spend on building long-term consumer loyalty now.

Usually, they look at the lifetime value of the customer to the company, not the value of any

Single transaction. That's why workers in these Nestle can do almost anything with no regard for

Initial costs to make sure every customer gets exactly what they really want. Its management

Systems understand and leverage such concepts as value for the customer's life, and the rules and

Standards that management fosters among employees are consistent with the "have it your way"

Mindset that must prevail in a customer intimacy focused business.

Product Leadership

Companies following the third discipline, product leadership, aim to produce a continuous

Stream of state-of-the-art goods and services. To achieve the aim they must challenge themselves

In three ways. First, they'll need to be creative. Being creative means, above all, recognizing and

Embracing ideas which usually originate outside the company. Second, these creative companies
Need to be prompt to market their ideas. All of their business and management processes need to

Be engineered for speed to do so. Third and most important, product leaders must unceasingly

Pursue new solutions to the problems just solved by their own latest product or service.

Company that maintains value leadership within their industries will be run by executives who

Not only understand the importance of focusing the business on its value discipline but are also

Relentlessly pushing forward the operating model of the organization. They will personally lead

The drive of the company to develop new capabilities and change the imbedded work habits,

Processes, and attitudes that prevent them from achieving excellence in their chosen discipline.

By leading the drive to reinvent their companies, these individuals must plan their businesses to

Set new industry standards, redefine what is possible, and change the dynamics of competition

For ever. In short, Nestle needs to strengthen the offer, creating CRM systems for other future

customers.

Foster various forms of contact. Built up the access to customers by a team of sales

Professionals. Increase campaign volume on the news media.

Building and managing relationship in New marketplace

According to Nestle official website

Our portfolio is always evolving to meet consumer demands. Our long-term strategy is centered

around respect for the future. We shape our portfolio with products that are right for consumers
and set goals that contribute to a healthier environment. We focus our energy and resources

where unlocking the power of food can make the greatest positive impact on the lives of people

and pets, the environment, and our shareholders and other stakeholders. Products that are healthy

for consumers and the planet make for good business. That is why we take the following actions:

 Apply our expertise in nutrition, health and wellness - developed over more than 150

years - to help people, families and pets live happier, healthier lives.

 Bring distinctive, premium innovations to market fueled by creative exploration and

consumer insights, pioneering nutrition science and culinary excellence.

 Meet the needs of the modern consumer with healthy, delicious, convenient products for

conscious, time-constrained lifestyles.

 Offer more plant-based food and beverage options to be consumers' first choice as they

diversify their diets.

Produce affordable, safe and high-quality nutrition for everyone, regardless of their income level,

taking advantage of our long-standing presence around the world.Strive to package and deliver

our products in ways that are safe and protect the environment.Commit to ambitious

sustainability goals to advance the health of the planet, drive societal progress and support

sustainable, healthy food systems.Our long-term value creation model is based on the balanced

pursuit of top- and bottom-line growth as well as improved capital efficiency.

The Case for Customer Relationship Management

.Understanding Common CRM Obstacles

Since the broad adoption of the Internet, customers have more information and more control over

what they decide to buy and from whom. The Internet has significantly raised customer

expectations; at the same time, its emergence has created obstacles to meeting these

expectations. The threat of disruption in the supply of raw materials has forced international

corporations such as Nestle (NESN) to focus on ensuring future sources rather than paying lower

prices in the short-term. The growing use of social media forums like Facebook and Twitter, and

other Internet sites, has given Nestle an incentive to polish its image. Together, those factors

might push the world’s largest food maker to adopt a more enlightened self-interest.

Nestle product centred Vs coustmer centred

The start of the 21st Century resulted in a strategic resolution for Nestle – to shift from a

successful, technology oriented food and beverage company to a more research oriented nutrition

and health group! This was a new strategic marketing objective for the firm.

Nestle asked themselves – What do we have to change if we need to deliver different types of

foods catering to various needs of the market. Nestle’s focus turned to addressing consumers

need for healthier and more nutritious foods, without compromising on the taste. This way

Nestle called in the R&D experts to meet this new challenge. Some of the initial R&D efforts

included assessing of nutritional levels of all products and keep improving them by deploying the

best minds; increase R&D spends ( in billions!!) To address specific consumer groups like

Infants and toddlers, consumers needing special diets, elders and athletes. In its endeavours,

Nestle set up science and technology centres of excellence where the R&D activity was being

carriedconsumer Centricity as the goal and means

The entire focus of R&D and technology was around the consumer! In simple words they look

forward to providing tangible solutions to what consumers want. Today’s consumer wants more

of the healthy, nutritious and the uncommon stuff! With the help of robust R&D Nestle identifies

these needs and by leveraging technology – look forward to addressing them! If consumers want

instant cappuccino- they get it (with adequate amounts of nitrogen to make that foamy drink –

this is where technology comes in). A classic example would be the want of healthier 2 minute

maggi noodles, which gave rise to the atta, multigrain variant or the normal variant this time with

25% less salt and 75% less fat but no change in the yummy taste! With compositions (thanks to

R&D and technology) closer to mother’s milk – Nestle’s Formula variant- Nan Pro does wonders

for babies and working mums!

Seeing the Total Customer Experience

The total customer experience is what a customer feels as a result of all the interactions he has

Had with your company, combined with other experiences and information he has gained from

The external marketplace. It’s not something you do, but it is the result of many things you do,

Combined with other influences that come from outside our direct control. We can certainly

Impact the total customer experience (for better or for worse), and we should definitely measure

It to know how we’re doing.

There are three major vectors that influence the customer’s total experience: the external

Marketplace, your company’s brand image, and all the different ways the company touches your

Customers. Total customer experience describes what the customer feels about the sum of her
Experiences with a company.

What the Market Says (or Does)

What’s happening in the market has a strong impact on setting customer expectations.

We’ve already discussed that the Internet (access, control, speed, globalization, and automation)

Has changed customer expectations dramatically. Other strong external influences come from

Analysts and the media—what is being said about our industry as a whole as well as our

company specifically.

What We Say

One of the most important influences on the total customer experience is what we tell him

He should expect from us. Our brand position, the image we establish in the marketplace, is a

key Element in setting expectations. Many think of a brand as simply a trademark, logo,

company or

Product name, or visual identity. Our purpose Unlocking the power of food to enhance quality of

life for everyone, today and for generations to come.

We are the Good food, Good life company.

At Nestlé Pakistan, the global ideology of Nutrition, Health and Wellness is inspired by the

scientific breakthrough of our founder, Henri Nestlé and ever since it runs in our DNA. Guided

by our values and with nutrition at our core, we unlock the power of food to enhance quality of

life for everyone, today and for generations to come. We are the leading Food & Beverages
Company in Pakistan, reaching out to the remotest areas, offering products and services for all

stages of life, every moment of the day.

Nestlé Pakistan is Public Interest Company (PIC) and headquartered in Lahore, with four

production facilities across the country. Factories in Sheikhupura and Kabirwala are multi-

product, whereas the ones in Islamabad and Karachi are water factories.

What We Do

The one area we can change on nearly a daily basis (of course, the Internet guys think Daily is

too slow), one that has a huge impact on the customer’s total experience, is comprised of All the

things our company does that directly touches the customer. These touches can be with Any of

the parts of the organization shown in Figure 2-8, and can occur through experiences withOur

products, interactions with our sales and service people, our channel partners, or our webSite.We

are the leading Food & Beverages Company in Pakistan, reaching out to the remotest areas,

offering products and services for all stages of life, every moment of the day.

WHAT IS CRM

Defining CRM

Creating a definition for CRM is both critical and dangerous. It is critical because your

Organization needs to have a common understanding of what you are doing. It is dangerous

Because so many definitions and misconceptions are already lodged in people’s minds. One of

The first things that any company should do when launching a CRM initiative is to test what the
Organization’s current understanding of CRM is.

Customer Relations Marketing means deepening the relationship with consumers, which

involves extra effort in talking to and listening to them regularly. Getting Feedback The Nestlé

Care Center is an important channel in the dialogue with consumers to welcome feedback. In

attending to product complaints, Nestlé’s protocol includes visits by field representatives to

consumers’ homes, and laboratory analysis of the products concerned . Nestle Embraces Loyalty

Scheme to Reach Buyers Nestle Food Services and Young's Bluecrest have adopted a CRM

programmer designed to help them get closer to customers in the catering trade. Foodservice

Rewards is a loyalty programmer that allows manufacturers to collect data on businesses.

E-CRM WHAT’S THE DIFFERENCE

For Nestlé, e-commerce is a growing channel and represents a unique opportunity to directly

engage the end consumer. However, however without an in-depth understanding of the

mechanisms and of the challenges of e-commerce how is it possible to better work with its

distribution partners?

Olivier Gosset, Head of e-commerce sales at Nestlé Suisse explains: “To engage with our e-

commerce partners, we need to understand how marketing automation and digital marketing

influence traffic and conversion.”

As a response, the company formulated an innovative dual strategy combining direct-to-

consumer (D2C) and e-retail approaches and launched Nestle-shop.ch late 2011. The online store

carries 35 major brands from the Nestlé portfolio across 5 categories (including kitkat, Cailler,

Nescafé, Nesquik, Maggi, Nestlé BEBA, and Purina).

In the space of three years, Nestlé Shop was able to quadruple its conversion rates. However, to

enable further progression, Nestlé wanted to put its data to work.

Why e CRM is so important

With all the changes brought about by the Internet, isn’t it just too much trouble to deal With?

The Internet gives customers more control and takes control away from us, so why should We

bother? Of course, ignoring the Internet is not really an option for most companies for these

Reasons:

1. Customers want and expect the benefits that the Internet gives them. They get more

Information and more control, and they like that. If your competitors are using it, so

Should you—to maintain parity if nothing else. After all, in this book we’re talking

About making business decisions based on positive impact on the customer and becoming more

customer-centric.

2. The Internet is an extremely cost effective medium for delivering customer interactions.

Employees are almost always the most expensive element of most companies’

Front office activities. Automating elements of sales, order-taking, and customer service And

support make great economic sense. Don’t forget that even though we want to Make decisions

considering the customers’ viewpoint, CRM is not about being so Focused on the customer that

we no longer make money! In other words, decisions Should be made considering mutual values:

the benefits the customer gets from the relationship and the profits that the vendor gets.
The Internet is a fact of life

Nestle will push sales of its products to consumers directly via its own online channels, or direct

To consumer, Nestle CEO Mark Schneider said, building on the success of Nespresso coffee

pods and Purina petcare, which are increasingly being sold directly to consumers via

Nespresso.com and Purina.co.uk.

"We plan to take (e-commerce) sales from about 13% in 2020 to 25% by 2025," Bernard

Meunier, head of Nestle's strategic business units and marketing and sales, said at a virtual

investor summit

Understanding the method

Understanding the formality of CRM

NESTLÉ AND CUSTOMER RELATIONSHIP MANAGEMENT

Customer relationship management, in the budding stage it was known as customerinformation

System (CIS) or Database Marketing with a single function solution designed tosupport a

specific set of employees. It was pioneered by Robert and Kate Kestnbaum usingstatistical

modelling. In 1986, it tapped into the market as Contact Management Software andgiven scope

to contact management, sales force automation (SFA) and customer contactcentre (CCC) and

then later termed as Customer Relationship Management and also mobilecustomer Relationship

Management (M-CRM).Till 2000, CRM era is called as Traditional CRM and after 2000 it has

been now emerged associal CRM. However, traditional CRM was focussing much on collecting,

managing, staticcustomer data (such as past purchase information, customer demographics,

contact details).They were often sourced from e-mail and phone interactions between the

company and thecustomer.Social CRM adds a layer of information into traditional CRM by

collecting the infor

Developing your CRM strategy

NESTLE

, Good Food Good lifenestle is the world largest food beverage company which has morethan

2000 brands all over the global. The company is presented in About 191 countries in the world.

On the other hand the company’s alk Products are in different stages in their life cycle. Its many

products arein Introduction, Growth and in maturity level as well as some of itsproducts has been

Decline.

THE PRODUCTS LIFE CYCLE OF NESTLE

Introduction;

The Company has introduced many products inmarket although the company has lunched many

products in themarket soon like. Nestle chilled coffee, Nesvita, Nestle Milo cereals,Nestle

fitness, Nesfruita Etc.

Growth;

The growth level products are many as well some of themare. Nestle cocco, Crush cereals,

Nestle crunch etc.

Maturity;

The company has a huge amount of its products inmaturity level are Nestle Pure life, Nestle

Nido, Nestle Everyday, nestlefruita vitals, Nestle Noodles, Cerelac, Corn flakes, Nescafe,

andlectogen and many more.

Decline;

Where the company has a great status in the market also hasmany products which came into the

market but could not survive and

Soon became decline as well as some of it’s products became decline

From growth and maturity level too. Like Nestle Ombrella, Nestlebiotherm, yogurt and etc

Get Ready: Avoiding Common Barriers

Creating a CRM Culture

Many companies have cultures that don’t support CRM. Entrepreneurial-style companies usually

promote a high degree of organizational independence (read “separate silos”). Product-centered

cultures virtually ignore customers and make decisions based on what they have bought

Instead of who they are. There is the possibility of establishing a customer relationship

management system (CRM) in Nestle Company. The current culture of the organization supports

deploying CRM system in Nestle. The current strategy of the organization of the organization

supports deploying CRM system in Nestle.

Vision and Roadmap

There are several tools that will help you to set realistic expectations. You need a vision of

Where you want to be--objective means for setting priorities about which steps along the path to

Take first and a roadmap of when you’ll get to these steps.

According to Nestle

Our portfolio is always evolving to meet consumer demands. Our long-term strategy is centered

around respect for the future. We shape our portfolio with products that are right for consumers

and set goals that contribute to a healthier environment. Our long-term value creation model is

based on the balanced pursuit of top- and bottom-line growth as well as improved capital

efficiency. We create value guided by three strategic pillars:

 Growth through continuous innovation.

 Operational efficiency.

 Resource and capital allocation with discipline and clear priorities, including through

acquisitions and divestitures.

INTERNAL COMMUNICATIONS AND COUSTMER

COMMUNICATIONS

The second weapon we have for managing expectations is communication, and I don’t just Mean

putting together a summary of your strategic plan and e-mailing it to everyone in the company.

CRM impacts so much of the organization that it is essential to get this initial information
Out, but that’s only the beginning.In Nestle Our Corporate Communications team plays an

important role as a driving force at the heart of Nestlé. It works in close cooperation with other

functions and departments to bring the outside view in, to constructively challenge and help

shape our company’s engagement agenda.

The communications team helps us achieve our business objectives by developing and executing

proactive external and internal communications and engagement programmes. They provide

counsel, strategy and planning, and ensure that consistent and credible communications are

delivered to key internal and external audiences by strong communication professionals across

the company.

Our activities target a broad range of audiences including media, ngos, international

organisations, key opinion leaders, employees, consumers and the wider public.

Here are some of the areas you could deepen your communication expertise – either locally or

internationally.

 Media Relations: acting as the voice of the company to the outside; responsible for

contacts with online, broadcast and print media.

 Public Affairs: covering Nestlé’s relationship with external stakeholders, aimed at

ensuring policy development responsive to societal change.

 Corporate Content & Digital: managing the corporate websites and social media

channels, reaching millions of consumers, online influencers, and stakeholders every day.

Internal Communications: focused on employee engagement.

 Corporate Industry Affairs: in charge of coordinating and aligning Nestlé’s involvement

in external industry and trade organizations in the view to strengthen our position and
 influence on the current and future industry agenda. Promote and contribute to the

Industry dialogue and collaboration on the development and implementation of relevant

voluntary non-competitive best practices and standards in order to enrich, collectively,

consumer and shopper value in all markets. You'll need to have a strong interest in

current affairs, business, digital and social media to succeed.

GET SET: ORGANIZING FOR SUCCESS

Defining the Organizational Scope

1. The Marketing Department’s Role in CRM

Traditionally, the Marketing Department has been responsible for communications and

Branding. Brand management makes a promise to customers, and customer satisfaction and

brand Equity measure how well the company meets its promise. Marketing has long been

concerned with Influencing and measuring customer awareness and satisfaction, and Marketing

is the organization That should lead (but not own) your CRM program. As we discussed earlier,

when everyone is Responsible for a program, no one is really accountable. CRM needs a

champion.Enhancing quality of life, contributing to a healthier future, and building great brands

are at the heart of everything we do at Nestlé. With more than 2,000 brands, ranging from global

icons such as Nescafé, kitkat, and Maggi to local and regional favourites, the strength of our

brand portfolio and breadth of brand activities makes Marketing at Nestlé a rewarding, exciting,

and challenging career opportunity.

Indeed, “Brand Building the Nestlé Way” is a distinctive approach that sets our marketing

function apart in the industry – from both a commercial and career point of view. The Marketing

role encompasses all aspects of brand management with direct or indirect responsibility for brand

communication, innovation, product and packaging design, and consumer insight. Our focus on

building attractive and rewarding brand experiences for our consumers’ means we not only work

closely together within the Marketing function but collaboratively with other groups such as

Sales and ebusiness, R&D, Technical Applications, and agency partners among others.

To succeed as a member of our team you will need to share our commitment towards enhancing

quality of life and contributing to a healthier future for individuals and families, our communities

and the planet. Excellent communication and analytical skills are key, as is the ability to

influence and collaborate with others across the organization.

There is a wealth of opportunity at Nestlé for those seeking to build an exciting, long term career

in Marketing.

2. The Sales Department’s Role in CRM

What do you think the role of Sales is in CRM? It’s selling, of course. Selling is and

Always will be the primary role of a sales rep. And yes, sales interactions are critical to building

Positive customer relationships. And yes again, many salespeople understand the importance of

The overall customer experience in generating more sales. However, the primary reward for

people in this organization is based on the amount they sell, so that selling will always be the

primary focus.
The new role for Sales in CRM is still about selling. Miracle on 34th Street notwithstanding, we

don’t expect a salesperson to send customers away to the competition.We sell over a billion of

products every day, generating CHF 89.5 billion sales in 191 countries across the world in 2016

Our Sales team drives that forward. We have a very varied brief. We handle category and

shopper management, customer relationships, route to market strategies, field sales activities and

our customer-facing supply chains. All of these areas are focused on delighting our consumers

and making sure our products are available wherever and whenever they want them.

3. The Customer Service Department’s Role in CRM

Service organizations are often critical to delivering a customer solution instead of just Selling a

box. Providing services to customers may be the company’s total business, or service May be an

add-on to selling products. In many small service organizations, sales and service are One and

the same.

At Nestlé, we live our company purpose day in and day out, with our values rooted in respect.

The Nestlé Corporate Business Principles reflect our commitment to a strong ethical culture as a

non-negotiable foundation of how we do business. And together with our partners, we create

shared value at a scale that makes a difference. Therefore, it is crucial for our Company to have a

robust reporting system that enables us to listen to anyone along our value chain about any non-

compliance concern.

We encourage you to 'Speak Up' if you become aware of incidents of harassment or

discrimination, abuse of power, mobbing/bullying, fraud, corruption, conflict of interest, or any

other behaviors contrary to our Corporate Business Principles, Code of Business Conduct or our
values rooted in respect. We will do what is necessary to ensure our Company is managed in line

with our ethical commitments and you can help us achieve this goal.

4. The Information Technology Department’s Role in CRM

Information Technology

We manage the biggest IT operations landscape in the FMCG industry and drive digital

transformation at scale. IT's work enables Nestlé to make a positive difference to the lives of

millions of consumers and customers worldwide.

Creating Shared Value at Nestlé

We're using machine learning and advanced analytics to transform how we use data, leverage e-

commerce opportunities to better serve our customers, and drive 'industry 4.0' opportunities in

supply chain and manufacturing.

We are working with all the corporate functions at Nestlé to deliver IT products and solutions

which are shaping our digital transformation.Creating Shared Value is the Fundamental way

Nestlé does business Across the entire value chain, and the Way we connect with society at

large.It begins with the understanding that For our business to prosper over the Long term, the

communities we serve Must also prosper. It entails businesses Creating competitive advantage,

which In turn will deliver better returns for Shareholders, through actions that Substantially

address a social or Environmental challenge. It is built On strong foundations of compliance

And sustainable business practices to Preserve the environment for future Generations.As a

company, we are best positioned To create shared value in three Areas: nutrition, water and rural

Development.
A key pillar in our Creating Shared Value Strategy is nutrition because food and Nutrition are the

basis of health and of Our business – it’s the reason why we Exist. Nestlé’s mission is to enhance

The quality of life of our consumers by Providing tastier and healthier food and Beverage

choices, and services that

 Help people improve their nutrition,

 Health and wellness.