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The Effectiveness Of Nestle Branding In Malaysia
Posted By: satvin84 on 6/23/2006 9:53 AM (CST) 125 Points
well i will be doing this topic for my dissertation.The problem is that i cant find any relevant information.May be the way im doing it is wrong.I really need suggestions and help.May be some useful websites and suggestions too.I try finding information in ebsco typing in the word Nestle branding but the result turn to be zero.I seriouslly dont know what to do now.Im confused.May be my key words are wrong i guess.Pls help me.Please.

Posted by: wnelson Accepted Answer
6/23/2006 10:18 AM (CST)
First of all, you need to put this in the "Student Questions" section so that we can gear our answers to your question properly.

The "web" isn't the all-knowing oracle for all information in the world. In fact for academic purposes, it's not even a very good source. The first and most obvious place to start is at nestle.com. Here, you can review all of their information on the company and make inferences on their branding strategy. But, that's just a start.

The best place to find information concerning a subject for academic topics is to go to your school library. Get to know the research librarian. Tell him/her what you are looking for and spend a day pouring over the material available. He/she will have access to many reference materials that are subscription only like EBSCO and simply are not available on the web. Some are print only.

I put in "Nestle brand strategy Malaysia" into EBSCOhost and got one hit. It's a 2004 interview with Khoo Kar Khoon, Communication channels and events manager. You may want to do searches on his name and see what's been written now. The article was:

WHAT IT'S LIKE TO WORK FOR... NESTLE, MALAYSIA. Media Asia; 11/5/2004, p30-30, 1/5p, 1c

I got lots of hits on ProQuest for "Nestle Brand Strategy"

It could be you picked a topic that is just too narrow. If you're sold on Nestle, maybe narrowing it to Malaysia is too confining. Review material on Nestle and see if you can find a thread to go after with respect to their branding in other Asia countries and how that might be applied in Malaysia - given culture, etc. Or you could search "brand strategy Malaysia" and see what companies come up and pick one of those.

I hope this helps.

Wayde
 
Posted by: ckent* Accepted Answer
6/23/2006 10:26 AM (CST)
Maybe you need to change your approach to this topic. Searching for Nestle's international branding strategies is too specific a task to yield relevant results.

Start out doing research on branding strategies/international branding in general. Then perhaps apply what you know about that to Nestle and what they've done with their other international brands: what Nestle is currently doing, how they plan to branch out into Malaysia, etc. You may need to get in contact with someone in Nestle's marketing department and have a conversation with them about this in order to get the information.

Some Google searches I might perform would be:

"branding strategies"
"international branding strategies"
"nestle brand stories" (this will give you an idea of how Nestle has developed each brand in other countries - perhaps this will lead you to how they might carry some of those processes/strategic tactics into Malaysia)

Also, look at other prevalent international brands that have stake in Malaysia. It might be possible to compare/contrast their strategies with those of Nestle.

Here's an interesting site:
http://www.mycen.com.my/search/brand.html

I hope this helps - good luck!
 
Posted by: satvin84 Author Response
6/23/2006 10:30 AM (CST)
Thanks alot!!!but is strategy is a part of branding?
 
Posted by: wnelson Member Response
6/23/2006 11:21 AM (CST)
Actually, branding is a part of strategy. You set a "brand strategy" just like you set a product strategy.

Wayde
 
Posted by: gopinath.mr* Accepted Answer
6/24/2006 1:08 AM (CST)
Brandig itself revolves with in a strategy. SInce the Idea of brnadng itself is a strategic decision. Since it involves many aspect.
1) Differentiation:- the strategy of differentiating your barnd( product) from the competition.
2) Postioning:- a strategy of finding a niche market.
3) U.S.P:-Unique selling Propositon of your brand on which u harp. etc..,

well on Nestle Malaysia.., its always better search in Nestle website itself, or you can apporach some Market research companies who will have research reports but always at a cost.
ICMR, india has some reports about Nestle's brandig straegy,, you can order it through the net
visit:
http://icmr.icfai.org/casestudies/catalogue/Marketing/MKTG039.htm

regards & best of luck for ur dissertion
gopi
 
Posted by: satvin84 Author Response
6/25/2006 1:31 AM (CST)
Thankks alot for urs help!
 
Posted by: satvin84 Author Response
6/25/2006 1:32 AM (CST)
I think branding is such a huge area.I should narrow it down!!What do you all think?
 
Posted by: wnelson Member Response
6/25/2006 10:15 AM (CST)
Depends on how many words you are talking about. If you are talking dissertation (10,000 words), then you need a broad topic. Also good dissertation is more than a report. You should be surveying academic information from peer reviewed papers, tying together ideas in a unique way, and then do primary or secondary research to demonstrate the new ideas you introduce. You should talk to your dissertation advisor on guidelines specific to this assignment.

Wayde
 
Posted by: satvin84 Author Response
6/26/2006 2:45 AM (CST)
Thanks alot...last question before im satisfied is branding covers the company itself or the Nestle product or both?
 
Posted by: Emi_C Accepted Answer
6/26/2006 3:40 AM (CST)
Hi, I just read your question. My MA thesis was partially about branding. Best way to research Nestle strategy in your country is to try and contact Nestle and perhaps, if possible (you may need to negotiate a lot and be very persistant), schedule a short interview. With he global brand such as Nestle, I think wider marketing strategy is universal across the globe. But again I think it differs from one region to another. I know perhaps, this is just an example, I am not an expert on Nestle :) that in south eastern Europe, Nestle bottled water does not exist as a product or brand. You cant buy it anywhere. They never introduced it there. They do have other Nestle products in the region though. It might be interesting to explore why is this so. Branding itself is part of a wider strategy. If you explore the Nestle market presence in your country, their market share you might get a good idea where they are now and find out where they want to be. In regards to your last question, Nestle is a brand, brand name for the company and an family name for all the Nestle products in the market. It is also an umbrelly name for, for instance Nestle Nesquick (chocolate powder). Unlike P&G or Unilever, Nestle shares its name with all its products, like Hein for example. This is for instance part of their branding and their wider marketing strategy. You are right, its a wide area to research, branding, but if you focus on Nestle branding in your country and explore Nestle marketign efforts in your country alone, then it might not be that hardd. It also depends on how much you have to write. My thesis was minimum 100 A4 pages, font size 12 and single spaced. There was a lot to write :)
Good luck,
Emi
 
Posted by: wnelson Member Response
6/26/2006 6:13 AM (CST)
Branding strategy is corporate. Part of that branding strategy is the brand plan for each product. This is an integrated strategy.

Wayde
 
Posted by: Azmico Accepted Answer
6/27/2006 1:04 PM (CST)
Since the topic is very specific and you're trying to research their effectiveness in MALAYSIA market, I would suggest that (if you are not in Malaysia then) contact the nearest trade commission/Embassy or Consulate and get some business literature.

As far as web research is concern, use YAHOO's MALAYSIA Portal (http://malaysia.yahoo.com) type Nestle, Nestle Branding and you will get plenty of relevant material.

Also, following news article from local newspaper will help you. Go to:

http://biz.thestar.com.my/news/story.asp?file=/2003/7/21/business/5880140&s...

Good Luck!
 
Posted by: satvin84 Author Response
6/28/2006 10:23 PM (CST)
thankz alot....
 
Posted by: carrie77 Moderator Response
7/7/2006 6:19 AM (CST)
Hello Everyone,

I am closing this question since there has been no activity in over a week. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks for participating!
Carrie (Production Editor)
 


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