Nestle melts foe

Article Abstract:

With new products and fresh marketing techniques, Nestle Australia's ice cream division boosted sales and beat its rivals. Sales grew by 5% in a market that that grew only by 2%. Nestle's approach was to "surround" customers with 25 new products. Market research led to the creation of an Internet site, 14 television commercials, and promotions of its Maxibon in a series of eating contests held at sites where teenagers congregate. Humor and unpredictability play a large part in Nestle's marketing strategy, and it has paid off.

Ice cream and frozen desserts, Ice Cream and Frozen Dessert Manufacturing, Ice Cream, Marketing, Dairy products industry, Ice cream industry, Nestle Australia Ltd.

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Pass the ads please

Article Abstract:

The impact of telemarketing regulations on Australian marketers is discussed.

Legal issues & crime, Government regulation (cont), Government domestic functions, Government regulation, Management dynamics, Telemarketing Services, Telemarketing Bureaus, Legal/Government Regulation, Business services, not elsewhere classified, Telemarketing, Management, Laws, regulations and rules, Company business management, Government communications regulation, Marketing executives, Telecommunications policy

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