Desarrollo e implementación de un sistema de información de mercadotecnia para el área de nutrición infantil en Nestlé

Abstract

Nestlé is a company founded in 1866 by Henry Nestlé, which is currently the world's leading nutrition, health and wellness company developing products through innovation and renewal. The functions for the position of marketing intern in the area of ​​Child Nutrition will be analyzed and how from this learning process opportunities for improvement can be proposed for the unit. Despite the fact that Nestlé manages good Marketing strategies, the possibility of improving said strategies is shown, complementing them and allowing to increase the recall and loyalty of its consumers, through a Marketing Information System (SIM) that allows taking actions and decisions to brands that generate an increase in market share. This information system includes important and necessary aspects such as: First, sales reports more focused on each of the brands in the area to highlight opportunities and where actions and strategies that lead to their growth must be implemented. Second, the correct coding of the portfolio with the information and images in the drugstores and chain stores that currently sell the products and the updating of content in Nestlé's digital and physical media. And third, a media and content creation alert to ensure the creation of visual material such as brochures, calendars, promotional items, arts for magazines, web content, among others, applicable to the various brands of the company. This SIM will additionally allow consumers to have quick and easy access to the publications and the portfolio itself, building more recognition, credibility and trust in the brand and more visits to social content (Facebook, YouTube and Instagram) than in the short term. monetize (sales).