Acciones de marketing social corporativo de la empresa Nestlé S.A.

Abstract

The work addresses a case study of Nestlé, an international reference food company with 150 years of history that, since its inception in 1867, has been characterized by a firm commitment to food nutrition and improvement of the quality of life of people. The analysis of the programs that the company develops and affects its nutritional campaigns, in nutrition and health, framed in social marketing and with cause is addressed. Likewise, their contribution to the improvement of the quality of life of the people will be analyzed, showing aspects that have characterized Nestlé's dissemination campaigns. Following a strategy based on attitudes and commitments, which the company shares openly in online media, to respond to social needs and that have allowed it to differentiate and maintain its leadership. The methodology followed has been qualitative, based on the case study (Yin 1994). The results contribute significant campaigns in favour of a healthy nutrition, at the same time that the knowledge in nutritional matter is shared.