{"id":4948,"date":"2019-07-29T14:33:24","date_gmt":"2019-07-29T19:33:24","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=4948"},"modified":"2019-07-29T14:34:24","modified_gmt":"2019-07-29T19:34:24","slug":"la-estrategia-de-comunicacion-de-nestle","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/la-estrategia-de-comunicacion-de-nestle\/","title":{"rendered":"La estrategia de comunicaci\u00f3n de NESTL\u00c9"},"content":{"rendered":"<p style=\"text-align: right;\"><strong>Mar Heras<\/strong><\/p>\n<p style=\"text-align: right;\">Consultora en marketing y comunicaci\u00f3n relacional.<\/p>\n<hr \/>\n<p>Nestl\u00e9, una empresa que se ha logrado convertir en un referente no solo en Colombia sino a nivel internacional, obteniendo un reconocimiento gracias a la efectividad de sus campa\u00f1as las cuales buscan reforzar el mensaje de la compa\u00f1\u00eda en temas de nutrici\u00f3n y de bienestar.<\/p>\n<p>Y es que la compa\u00f1\u00eda cambio el mensaje que daba a trav\u00e9s de los medios masivos debido al constante desarrollo del entorno y del consumidor, ya que cada vez son mucho mas exigentes.<\/p>\n<blockquote><p><em>\u00abConsciente de esta situaci\u00f3n, Nestl\u00e9 sabe que a los clientes hay que \u201cmimarlos\u201d como si\u00a0fueran nuestros amigos\u00bb<\/em><\/p><\/blockquote>\n<h4><span style=\"color: #ff0000;\">Objetivo estrat\u00e9gico de Nestl\u00e9<\/span><\/h4>\n<p>Nestl\u00e9 se plante\u00f3 hace cinco a\u00f1os como objetivo estrat\u00e9gico de comunicaci\u00f3n fortalecer su marca, reforzando, por una parte, su posicionamiento en los \u00e1mbitos de la nutrici\u00f3n y el bienestar y, por otra, destacando su capacidad innovadora. Este objetivo se ha llevado a cabo a trav\u00e9s de una estrategia clara de orientaci\u00f3n hacia el consumidor,<br \/>\nque, a su vez, permitiese el fortalecimiento de Nestl\u00e9 y de todas las marcas que integra.<\/p>\n<p>Para tal prop\u00f3sito, se ha creado el Programa Corporativo de Marketing Relacional (PCMR), el cual es una apuesta para mejorar la una comunicaci\u00f3n corporativa multimarca personalizada en sus mejores consumidores, con el fin de establecer los v\u00ednculos afectivos con ellos y con un objetivo com\u00fan de fidelizarlo y aumentar su valor para el conjunto de las marcas.<\/p>\n<p>Al encontrarnos en un entorno cambiante, el modelo de comunicaci\u00f3n tradicional en medios masivos no es suficiente, debido a los siguientes aspectos que deben tenerse en cuenta:<br \/>\n\u2022 El consumidor cada d\u00eda est\u00e1 m\u00e1s formado e informado.<br \/>\n\u2022 El consumidor ahora es m\u00e1s exigente.<br \/>\n\u2022 Existe una demanda de mensajes a la medida, de acuerdo con sus intereses.<br \/>\n\u2022 Se observa una saturaci\u00f3n en la oferta publicitaria y una fragmentaci\u00f3n en los medios.<br \/>\nEl marketing relacional, a diferencia de la comunicaci\u00f3n tradicional, utiliza comunicaciones personalizadas, mediante las cuales el consumidor es tratado de acuerdo con sus preferencias y su estilo de vida.<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"color: #999999;\"><em>Descarga el documento para seguir leyendo<\/em><\/span><\/p>\n<p><a href=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2019\/07\/Nestle-estrategia-de-comunicacion.pdf\">\u00a0Nestle, estrategia de comunicacion<\/a> <strong>Descarga<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mar Heras Consultora en marketing y comunicaci\u00f3n relacional. Nestl\u00e9, una empresa que se ha logrado convertir en un referente no solo en Colombia sino a nivel internacional, obteniendo un reconocimiento gracias a la efectividad de sus campa\u00f1as las cuales buscan reforzar el mensaje de la compa\u00f1\u00eda en temas de nutrici\u00f3n y de bienestar. Y es [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":4949,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[60],"tags":[127,128],"class_list":["post-4948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos","tag-atencion","tag-destacado"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La estrategia de comunicaci\u00f3n de NESTL\u00c9 | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/la-estrategia-de-comunicacion-de-nestle\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La estrategia de comunicaci\u00f3n de NESTL\u00c9 | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Mar Heras Consultora en marketing y comunicaci\u00f3n relacional. Nestl\u00e9, una empresa que se ha logrado convertir en un referente no solo en Colombia sino a nivel internacional, obteniendo un reconocimiento gracias a la efectividad de sus campa\u00f1as las cuales buscan reforzar el mensaje de la compa\u00f1\u00eda en temas de nutrici\u00f3n y de bienestar. 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Nestl\u00e9, una empresa que se ha logrado convertir en un referente no solo en Colombia sino a nivel internacional, obteniendo un reconocimiento gracias a la efectividad de sus campa\u00f1as las cuales buscan reforzar el mensaje de la compa\u00f1\u00eda en temas de nutrici\u00f3n y de bienestar. Y es&hellip;","_links":{"self":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/4948","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/users\/48"}],"replies":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/comments?post=4948"}],"version-history":[{"count":8,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/4948\/revisions"}],"predecessor-version":[{"id":4959,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/4948\/revisions\/4959"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/media\/4949"}],"wp:attachment":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/media?parent=4948"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/categories?post=4948"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/tags?post=4948"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}