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    Plagiarism Scan Report: Plagiarised Unique

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    Umair Ali
    The document provides a marketing plan to address a crisis faced by Nestle Fruita Vitals juice brand in Pakistan. [1] After a customer posted a video showing fungus in a juice box, the brand suffered severe backlash and lost sales. [2] The plan aims to clarify Nestle's position, regain popularity and market share through a 360 degree marketing strategy using media, social media and influencer marketing. [3] Key elements include promoting the juice making process, engaging influencers like doctors and celebrities, conducting press and media activities, and addressing the group where the issue started through a Q&A session and ad campaign to rebuild confidence.

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    Plagiarism Scan Report: Plagiarised Unique

    Uploaded by

    Umair Ali
    36 views2 pages
    The document provides a marketing plan to address a crisis faced by Nestle Fruita Vitals juice brand in Pakistan. [1] After a customer posted a video showing fungus in a juice box, the brand suffered severe backlash and lost sales. [2] The plan aims to clarify Nestle's position, regain popularity and market share through a 360 degree marketing strategy using media, social media and influencer marketing. [3] Key elements include promoting the juice making process, engaging influencers like doctors and celebrities, conducting press and media activities, and addressing the group where the issue started through a Q&A session and ad campaign to rebuild confidence.

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    Duplichecker

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    The document provides a marketing plan to address a crisis faced by Nestle Fruita Vitals juice brand in Pakistan. [1] After a customer posted a video showing fungus in a juice box, the brand suffered severe backlash and lost sales. [2] The plan aims to clarify Nestle's position, regain popularity and market share through a 360 degree marketing strategy using media, social media and influencer marketing. [3] Key elements include promoting the juice making process, engaging influencers like doctors and celebrities, conducting press and media activities, and addressing the group where the issue started through a Q&A session and ad campaign to rebuild confidence.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    36 views2 pages

    Plagiarism Scan Report: Plagiarised Unique

    Uploaded by

    Umair Ali
    The document provides a marketing plan to address a crisis faced by Nestle Fruita Vitals juice brand in Pakistan. [1] After a customer posted a video showing fungus in a juice box, the brand suffered severe backlash and lost sales. [2] The plan aims to clarify Nestle's position, regain popularity and market share through a 360 degree marketing strategy using media, social media and influencer marketing. [3] Key elements include promoting the juice making process, engaging influencers like doctors and celebrities, conducting press and media activities, and addressing the group where the issue started through a Q&A session and ad campaign to rebuild confidence.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    PLAGIARISM SCAN REPORT

    Date 2020-04-04

    Words 803

    0% 100% Characters 4918


    Plagiarised Unique

    Content Checked For Plagiarism

    Situation: Nestle Fruita Vitals, one of Pakistan’s leading juice brands, suffered a severe crisis whereby a customer posted on a popular
    Facebook group having found fungus infested particles in one of the Nestle juice boxes. The video became viral and there was a severe
    backlash for several days. Even the food authorities took notice and warned Nestle. Their sales dropped and the company now wants to come
    up with a solid marketing plan in order to revive the brand and covert the bad customer numbers into good customer numbers Mission
    statement: To clarify company position, promote and regain the lost popularity and market share of the Nestle Fruita Vitals brand. Vision: To
    once again become the preferred choice for customers in the packaged juices category Marketing objectives: 1. Regain lost market share 2.
    Regain brand reputation in the market 3. Regain customer trust and loyalty 4. Advocate consumption of the brand through existing loyal
    customers and influencers SWOT: Strengths: • Backing of a big brand like Nestle. • Decades of strong reputation. • Financially strong. • Large
    customer base across products. • Loyal existing customers. Weaknesses: • Current crisis is undeniable. • Public backlash Opportunities: • Win
    over customers by running a marketing campaign that will compel them to switch back to Fruita Vitals. Threats: • Competing brands looking to
    capitalize on their crisis and loss of customers. • Food authorities could threaten closure of operations. • Govt intervention. • Brand audits.
    Marketing Mix: Product: Offering 14 different flavors of packaged juice in two SKUs: one small and one family pack. Known for its great taste
    and packaging. Price: Small pack is available for PKR 35 and the family pack for PKR 185. Place: Nestle has an extensive distribution
    network with the Fruita Vitals product being available across various retail channels including general stores, kiryana stores, hyper markets,
    petrol stations and some restaurants. Most stores give them good visibility locations in the store with strong brand, giving a visually appealing
    position. Promotion: In order to tackle this situation, we will be using a 360 degree marketing strategy including mass media, social media and
    influencer marketing. Marketing Strategy: In order to win back the trust and loyalty of our customers, we will be implementing several
    marketing tools. They are as follows: 1. In order to promote the purity of the Fruita Vitals product, it is important to promote the process
    through which these juices are made. We propose developing a video for both mass media and social media that runs through the entire
    process of how juices are made at one of Nestlé’s manufacturing units. This video will help re-establish the fact that Nestle does not
    compromise and quality and for them the health of their customers is the first priority. The video is to be run on TV and social media both. 2.
    This campaign is not being done to promote Nestle the brand. But is it being done to win back customer loyalty and numbers. Therefore,
    influencer marketing will be a very important role in this campaign. Below are the influencer categories we will be engaging during this
    campaign: a) Nutritionists: Video shout outs on social media through nutritionists endorsing and advocating the Fruita Vital brands promoting it
    as a safe drink to consume. b) Well-known doctors: Their endorsements either on TV shows, newspaper interviews or even on social media
    will help in regaining trust of customers. c) Celebrities from the showbiz world enjoy great fan following and influencer. We will take on board
    celebrities who will also post video shout outs on their social media d) Sports persons especially from the Pakistan cricket team to be used as
    influencers. e) Food bloggers and online influencers to be engaged. We will take them on a tour of our factory outlets from where they can
    tweet and post live about our exemplary facilities that ensure safety and health of our juice products. 3. Media is also a big influencer. Below is
    what we can do with the media: a) Press release to be issued reiterating Nestle processes of manufacturing b) TV and print interview of our
    spokesperson on the issue and clarifying Nestlé’s stance on the issue c) Media tour with relevant journalists of the facility in order to clarify all
    queries and misconceptions about our manufacturing process 4. It is also important to take into confidence the food group where it all started.
    We will invite moderators and people who are interested and register for the activity to a Q&A session where we will answer all queries and
    clarify any doubts that they may have. 5. The campaign will then end with a powerful ad campaign where we will be reiterating Nestlé’s
    heritage, tradition, values and brand in order to revitalize lost confidence. This will be run on TV, radio, print, digital.

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