Business principles in action - nutritional labelling A Nestlé case study
Page 5: Communication
Measuring effectiveness of communications
Nestlé spent considerable sums of money on a consumer communication campaign on GDAs. This was to make consumers aware of the new labelling system so that they would use it when choosing what to eat and buy. The campaign was evaluated by a market research company to help Nestlé understand how well the communications with consumers had worked. It also helped assess how informing consumers about product content actually influences what they buy. Monitoring is very important for Nestlé to assess the impact of its business practices both on society and on its contribution to Creating Shared Value.
Nestlé | Business principles in action - nutritional labelling