Why Nestle Is the Best - Case Study Example

HERE HERE YOUR HERE HERE Nestle is the Best Nestle is a very long-standing, well-known brand that has been in business for over 150 years. In the early 1900’s, at a time period where refrigeration was only in its infancy, Nestle condensed milk products were highly in demand by household and wartime consumers. In the 1920’s, when consumers began returning to fresh milk, Nestle realized that it had to diversify its product offerings. It was during this period where its chocolate products became the cornerstone of its production and was gaining an international reputation for quality. Throughout the decades, Nestle has further diversified through various acquisitions, including Carnation, Ralston Purina, and Stouffer’s. The family of brands owned by Nestle include Kit Kat, Nestle Crunch, Smarties, Drumstick and Taster’s Choice coffee (englishteastore.com, 2). Nestle has made a positive name for itself through its substantial product line and its commitment to producing quality products for children, families, and pets. Through relevant advertising, Nestle manages to keep with its positive brand presence by understanding its target market and appealing to consumers of widely-varying lifestyle backgrounds. The company manages this through the three different appeals of rhetoric. When advertising, most companies rely on three different appeals in order to generate consumer interest. These include pathos, logos and ethos; the rhetoric of advertising. Pathos involves appeals that are made to the emotional make-up of consumers, such as attempting to instill desire, optimism and creating a connection between the company and the belief systems of the buyers. Pathos is often one of the most significant rhetorical appeals that advertisers can use as many consumers purchase products based on their emotional responses to the product or the visual representation about the company that advertising is able to generate. Logos involves appealing to logic, using proofs, statistics, facts and reasoning in order to provide a stronger argument as to why consumers should choose a specific branded product. One of the most famous advertisements that used logos as a primary rhetorical tool was the sugarless gum brand Trident, who offered that four out of five dentists, when surveyed, would recommend sugarless gum to their patients. Ethos involves appeals regarding credibility, attempting to use advertising to show that the product is being offered by a reputable company and can be trusted. Nestle has produced print advertising designed to build interest in consumer groups about the brand Drumstick Lil’ Drums, an ice cream product that is a sort of spin-off of the original, larger-sized Drumstick cones. The ad being described is a one page advertisement set amongst a very lush and green household backyard, illustrating a father and son who are playfully spraying one another with a garden hose on what appears to be a very warm and inviting summer afternoon. The advertisement makes it quite clear that it is for Nestle Drumstick brand products, as the largest visual involves the trademark in order to gain attention using vibrant red colors. In the middle of the ad, there is a series of testimonials from the narrator, who in this case is the youth, built into the shape of the well-known Drumstick. The child’s narration describes how he had interrupted his father’s summertime nap by surprising him with a squirt from the garden hose, leading to a chase around the yard until the father had proclaimed dominance from his son as the king of the backyard. In the bottom right corner, there is a smaller image of the Drumstick Lil’ Drums product box, describing the nutty, crunchy, and chocolately taste of this particular brand. The trademarked phrase Forever Summer is emblazoned across the ad, near the bottom, in the same vibrant red color that signifies Drumstick. The whole concept is that Drumstick products should be associated with the fun and warmth of summertime, which explains the phrase’s strategic placement at the bottom of the narration shaped like the Drumstick ice cream cone. All-in-all, this advertisement depicts fun, family and also reinforces the quality of Nestle Drumstick products. Pathos is one of the most important elements of this advertisement, as it deals with fun, excitement, and the thrill of surprise in a family environment. The water fight, and the initially-reluctant father who was surprised by the soaking, reinforce that summertime is a time to celebrate with family members, linking this back to the Nestle Drumstick name through its clever usage of symbols (the narration cone) and the very well-defined Drumstick name located three times on this single page ad. The goal of Nestle is to illustrate that Drumstick is a fun brand and can bring families closer together by bringing out their playful side. The narration from the child in the ad refers to our battle when referring to his father, suggesting that Drumstick might even have the ability to bring out a more wild and riotous side for those who enjoy the product, making it a target for thrill-seeker consumer types. Logos is also apparent in the advertisement, however it is used very minimally. In the bottom left corner, it simply reads “it’s forever summer at Drumstick.com”. The goal is to get the consumer to visit the website and learn more about the brand. The claim is that Drumstick products can keep alive memories of summer, or make the consumer feel more in touch with the fun that occurs this time of the year. Further, the advertisement describes the nutty, crunchy, and chocolately taste associated with Lil’Drums products, which is a logical representation of what the consumer can expect when purchasing Drumstick. With this single statement, consumers understand that they will be getting peanuts, chocolate, ice cream and the crunch of a waffle cone (as shown by the product packaging) so there is no confusion about what to expect. Logos is very important in this ad both as a selling tool (through visuals of the brand) and to describe what consumers will be purchasing. Ethos is also used, but in very small volumes, simply by listing the brand’s website at the bottom (which was used in conjunction with logos rhetoric). In the company’s annual report, their focus on excellence and reputation is described with “We try to achieve deep levels of consumer understanding so that our brands’ behavior and communication are aligned with consumers’ expectations” (nestle.com, 14). This set of reputational values is very noticeable in the ad by illustrating customer lifestyles and family beliefs to show how Drumstick can enhance family togetherness and strengthen their social behaviors. The target audience for Drumstick is for children, likely between the ages of seven and 13, who would be most moved by the content of the advertisement. Much of the grocery shopping is done by mothers and fathers, with children influencing their decision-making significantly when it comes to snacks and ice cream products. This ad does not have adult-themed content, such as sensuality, sophistication, or luxury. Instead, the advertisement illustrates activities that children would find most rewarding, with narration written specifically for the less-sophisticated buyer to gain their full attention. However, it would also be geared toward child-minded, thrill-seeking father figures who have fond memories of their own childhood and value family lifestyles. This is not a product strictly for affluent consumers, since it has a relatively affordable price tag. The secondary target buyer is the child-at-heart male buyer, likely between 30 and 45 years of age; a niche market. It is likely, however, that children are the primary segment being targeted as they will influence the buying behaviors of parents during routine grocery shopping trips. Drumstick is clever in its method of delivery, using magazine publications that detail summertime activities in order to guarantee higher sales from outdoor-minded family buyers. By using the logos argument that Drumstick makes it always summer, it reinforces in the target group that it is a year-round enjoyment that keeps lifestyles fun and rewarding even after the season has ended. Nestle does an excellent job at using pathos, logos and ethos rhetoric in order to gain the attention of its desired target markets. Works Cited Englishteastore.com. “History of Nestle”. 2010. Viewed October 16, 2010 at Nestle.com. “Good Food, Good Life – Annual Report”. 2009. Viewed October 16, 2010 at Read More