UNIVERSITY OF ECONOMICS AND FINANCE

FACULTY OF BUSINESS ADMINITRATION

MARKETING MANAGEMENT

MIDTERM EXAM

COMPANY: NESTLE

Lecturer: Ho Huu Luc

Member: Du Nu Dieu Anh

Le Ngoc Anh Thy

Bui Van An

Ha Vu Yen Nhi

Pham Phuong Uyen

Tran Thi Phuong Thao

Ho Chi Minh City, 2023

Contents
Prologue .......................................................................................................................................... 3
I. Concepts and definitions of Marketing ................................................................................ 3
1. Definition of Marketing ....................................................................................................3
2. The Nature of Marketing .................................................................................................. 4
3. Current and future marketing trends .................................................................................4
4. The impact of the environment on Marketing .................................................................. 5
II. Overview of the Marketing process. .................................................................................... 6
1. Planning and implementation process diagram ................................................................ 6
2. Key roles in Marketing ..................................................................................................... 7
III. Roles and responsibilities of Marketing in Nestle. ...........................................................7
1. Marketing department strategy of Nestle company ..........................................................7
2. Marketing strategy for Nestle products ............................................................................ 8
IV. Analyze the importance of Marketing for departments in Nestle .................................... 9
1. Marketing influences and interacts with functional departments that support the broader
organizational context of Nestlé's corporate vision, mission and purpose as follows: ..........10
2. Analyze the importance of having effective interrelationships between marketing and
different functional departments within a nestle company .................................................... 12
V. Micro environment and Macro environment ..................................................................... 17
1. Micro environment ......................................................................................................... 17
2. Macro environment .........................................................................................................22
 Prologue
Nestlé is one of the world's largest food and beverage corporations, with a history of
more than 150 years. The company operates in more than 190 countries and territories,
with more than 300,000 employees.
In the field of marketing, Nestlé is known for its creative and effective marketing
campaigns. The company has won many international awards for its campaigns,
including the Cannes Lions, the Effie Awards and the World Advertising Festival
Grand Prix.
To gain a deeper understanding of Marketing in general as well as Marketing in Nestle
company in particular, let's learn from the simplest concepts of Marketing.
I. Concepts and definitions of Marketing
1. Definition of Marketing
Marketing includes all activities of a business to create and exchange value with
customers. In other words, marketing is the process of understanding, connecting and
retaining customers.
Understanding customers: is the first and most important step in the marketing process.
Businesses need to understand customers' needs, wants, preferences and behaviors so
they can create products and services that meet those needs.
Connecting with customers: is a way for businesses to convey messages about their
products and services to customers. Businesses can use different marketing channels to
connect with customers, such as advertising, public relations, social media, content
marketing, etc.
Customer retention: is the ultimate goal of marketing. Businesses need to build long-
term relationships with customers so they continue to buy your products and services
For example: Nestle has used several slogans over the years . Some of the most popular
ones include:
Good Food, Good Life
NESTLES, Nestles makes the very best…chocolate
You liked us. We love you! (Nestle Drumstick ice cream cones)
 For those who like to bite off more than they can chew. (Nestle Maxibon ice cream
sandwich)
Bake the Very Best. (Sciencevietnam.com, n.d.)

2. The Nature of Marketing

The nature of Marketing is human activities that take place in relationship with the
market. Marketing means working with markets to actualize potential exchanges with
the purpose of satisfying human needs and desires.
During the exchange process, the party that seeks to exchange more actively than the
other party is called the marketer, the other party is called the customer. Thus, the
nature of Marketing is that not only sellers can do Marketing, but buyers can also
3. Current and future marketing trends
 Pesonalized Marketing: This is a data-driven marketing trend to provide experiences
tailored to each individual's needs and preferences. Businesses can use data from
different sources, such as customer data, data from social media platforms, data from
mobile devices, etc. to create Marketing messages are more relevant to each audience
Marketing based on artificial intelligence: Artificial intelligence (AI) is being applied
more and more commonly in marketing, helping businesses automate tasks, analyze
data and create marketing messages. more effective. Some applications of AI in
marketing include: marketing automation, customer data analysis, content creation,
targeted advertising ,...
Marketing on social platforms: Marketing on social platforms is the use of social
networking platforms to reach and interact with customers. Social platforms such as
Facebook, Instagram, TikTok,...are becoming important marketing channels for
businesses. (subiz.com.vn, 2023) (Gimasys.com, 2022)

The impact of the environment on Marketing

Macro environment: is a combination of factors and forces outside the business that have
a positive or negative impact on the business's marketing activities. The macro
environment includes the following factors:
- Socio-cultural environment: includes values, beliefs, concepts, customs, lifestyle ,...
of society.
- Political and legal environment: includes state regulations and laws.
- Economic and technological environment: includes economic, financial,
technological factors,...
Micro environment: is a combination of factors and forces outside the enterprise that
directly affect the marketing activities of the enterprise. The microenvironment includes
the following factors:
- Customers: includes those who use the business's products and services.
- Supplier: includes organizations and individuals providing raw materials,
supplies and services to businesses.
- Competitors: include businesses operating in the same industry as the business.
- Marketing intermediaries: include organizations and individuals that carry out
intermediary marketing activities for businesses.
II. Overview of the Marketing process.
1. Planning and implementation process diagram

2. The marketing process is a continuous, cyclical series of steps that guides companies in
their efforts to understand and reach their target audience. (amis.misa.vn, 2023) These
steps typically include:
- Market research and analysis: Collect and analyze data about target markets,
competitors, and industry overview.
- Market segmentation and targeting: Identify and group potential customers
based on common characteristics and needs.
- Product/service development and positioning: Create or refine products or
services that appeal to selected target segments and provide unique value.
- Pricing and distribution strategy: Determine appropriate price points and
distribution channels to reach target audiences effectively.
- Customer service and relationship building: Foster lasting connections with
customers through excellent service and ongoing communication.
- Measure and evaluate performance: Monitor and analyze the results of
marketing activities to evaluate their effectiveness and make necessary
adjustments.
 3. Key roles in Marketing
Create value: Understand and satisfy the needs and wants of your target audience
through your products or services.
Provide value: Ensure that your product or service meets customer expectations and
delivers real satisfaction.
Value exchange: Build mutually beneficial relationships with customers through fair
and transparent transactions.
III. Roles and responsibilities of Marketing in Nestle.
1. Marketing department strategy of Nestle company
Market research
- The marketing department conducts market research to fully know the market,
customer wants and needs
- Detailed research on trends and competitors in the market

Brand management and product development

- Develop brand positioning strategy, create an impression on customers, and
convey Nestlé's message to consumers
- Optimize product quality
Marketing campaign
- Nestle always focuses on extensive advertising and marketing to raise brand
awareness and boost revenue
- Use effective marketing channels (online, offline, television, newspapers,... )
- Pricing strategy: Set pricing strategy based on product and market value
- Content marketing strategy: Create attractive content and events to increase
interaction to create influence
Relationship with customers
- Nestle focuses on providing customer care services, improving customer
experience, and creating brand reputation.
- Evaluate performance and optimize strategy: Adjust and optimize marketing
strategy

 The important part that the marketing department is required to do is the

advertising campaign.
2. Marketing strategy for Nestle products
Products cover the market: Nestle's marketing strategy with the slogan "Bringing
each product to each family" has covered the entire market. Nestle products meet the
needs of every specific family such as candy, breakfast cereals, Nescafe, La Vie bottled
water, Nestlé liquid milk & Nestlé Yogu yogurt, Milo, Nestea, Maggi, ... This is
considered Nestle's strength because they carefully research consumer habits to help
meet many different customer needs. (Nestle.com.vn, Nestlé Việt Nam Nhận Giải
Vàng Chất Lượng Quốc Gia, 2021)
Low product pricing: In order to reach the largest number of customers possible,
Nestle is always flexible in adjusting the selling price if it finds it unsuitable so that
customers with low or high income levels can easily access it. their products. This helps
them easily enter the market.
Product combination strategy: Nestle regularly has promotional programs such as
buy 1 get 1 free, gift incentives to increase the visibility of products with low growth
rates, making high growth products of they are affordable.
Cultural understanding: The Japanese market penetration strategy is a typical
example.
Large product market: Nestle products are popular all over the world. Most revenue
comes from European and American countries thanks to clear market segmentation,
exploiting the advantages of each place. Asia is also a potential market that Nestle
penetrates.
Media advertising is always associated with the brand: Nestle wants to fully convey
the product's message to customers and consumers. The company has advertised each
product so that customers can easily remember Nestle products. Nestle uses all means
such as TV, print newspapers, online advertising , etc. to bring products to many
consumers.
IV. Analyze the importance of Marketing for departments in Nestle
Marketing is an important function in Nestlé's corporate organization. It helps
businesses understand customer needs and wants, develop products and services that
meet customer needs, and reach target customers.
Marketing influences and interacts with other functional departments within Nestlé's
corporate organization as follows:
- Marketing has a direct influence on the research and development department.
Through market research, marketing provides information about customer
needs and wants, which in turn helps the research and development department
develop products and services that meet customer needs.

For example, Nestlé used market research to develop formula milk products
such as the first formula milk powder product supplemented with 5HMOs
nutrients in the Nestlé NAN product line, which will help children increase
their resistance to children.
- Marketing also has an influence on the production department. Through
marketing strategies, marketing helps businesses determine which products and
services need to be produced more, thereby helping the production department
adjust production plans accordingly.
For example, Nestlé used advertising on television, radio, newspapers, and
social networks to promote Nescafé coffee products. Nescafe sales increased,
causing the production department to increase Nescafe production output.
- Marketing also has an influence on the sales department. Through marketing
strategies, marketing helps businesses reach target customers, thereby making it
easier for the sales department to sell products.
 For example, Nestlé has used television advertising to reach more customers,
especially children. Milo's commercials are often broadcast during prime time.
These advertisements often use eye-catching images and music, along with
messages that clearly convey the benefits of Milo products. This helps the sales
department easily sell more Milo milk products
- Marketing also has an impact on the finance department. Through marketing
activities, marketing helps businesses increase sales, thereby helping the finance
department increase revenue and profits.

For example, Nestlé also regularly gives gifts to customers when buying its
products such as Milo milk , buy 2 bags or 3 Milo 3 in 1 strings.
Marketing needs to have close interaction with other functional departments
within the Nestlé company organization to ensure that business activities are
carried out effectively.

1. Marketing influences and interacts with functional departments that support the broader
organizational context of Nestlé's corporate vision, mission and purpose as follows:
- Nestlé's company vision is to become the world's leading food and beverage
company, trusted and loved by everyone. Marketing helps businesses achieve this
vision by building positive brand awareness and attracting new customers.
 For example, Nestlé partners with prestigious events and organizations to
increase awareness of its brand by sponsoring city-organized football sports
tournaments.
- Nestlé's corporate mission seeks to provide high-quality, nutritional products
and services that meet the needs and desires of customers, while creating value
for stakeholders. Businesses build on this mission by developing products and
services that meet customer needs and building strong relationships with
customers.

For example, Nestlé developed the product Milo to meet children's needs for a
nutritional product that helps children improve their physical and mental health.
- Nestlé's corporate purpose is to create a better world by nurturing and
protecting people and the planet. To achieve this purpose by raising awareness
of social and environmental issues and supporting Support social responsibility
initiatives.

For example, Nestlé organized a contest on social networks to encourage people

to participate in environmental protection activities. (Nestle.com.vn, Nestlé Việt
Nam đẩy mạnh Chương trình Giáo dục Dinh dưỡng Học đường, 2018)
 2. Analyze the importance of having effective interrelationships between marketing and
different functional departments within a nestle company
The Nestle company uses various marketing strategies to promote its products. Some
of them include:
- Diversify product portfolio: Nestle has a diverse product portfolio, from canned
foods to beverages, confectionery and milk. This helps the company reduce risk
and increase revenue by attracting a broader customer base.
For example, they have products like Nestle milk, Nescafé soft drinks, KitKat
cakes and Maggi canned foods.

- Product advertising by price: Nestle uses a variety of pricing strategies to attract

a wider customer base. These strategies include discounts, promotions, and
value product bundles.
For example: Sale: they offer a partial discount on the retail price of some
products for a limited time.
- Promotions: they offer special deals to customers who buy several Nestle
products at the same time or apply preferential prices for combined product
packages.
 - Value bundles: they create reasonably priced and quality bundles that include a
number of different Nestle products.
- Product promotion through social media channels: Nestle uses social media
channels such as Facebook, Twitter and Instagram to promote its products and
interact with customers.

Nestle has an official Facebook page where they share information about products,
recipes, news, and events related to the brand. They also use Facebook ads to show new
products and special offers to users.

Twitter: Nestle also has an official Twitter account where they share news, product
updates and engage in conversations with users. They use hashtags and related tags to
mention their products and special events.

Instagram: Nestle uses Instagram to share attractive images and videos of their products.
They leverage Instagram features like Stories and IGTV to showcase products, provide
recipes, and create passion with users.
 \

Focus on product quality: Nestle focuses on providing high quality products and
meeting customer needs. The company also focuses on improving the quality of its
products through research and development programs.
- Nestle Pure Life - Pure ice mineral water: Nestle has set the goal of providing
high quality drinking water to consumers.
 Product promotion through events and sponsorship: Nestle often sponsors sporting and
cultural events to promote its products and increase brand awareness.

Sponsoring international sports tournaments: Nestle also often sponsors international

sports tournaments such as the World Cup or Olympic Games.

Sponsoring events: Nestle sponsors the 2023 international scientific conference.

The marketing department works closely with the production department to ensure that:
- Full research and development is planned to meet current and future customer
needs
- Items can be manufactured according to the quality and design that consumers
desire
 - The volume of orders generated by marketing activities can be met within the
timetable

Marketers want to get products to market as soon as possible to ensure a competitive

advantage, while manufacturers want to fully test products to ensure low defect rates
and meet regulatory requirements legal demand.
- For example: Nestlé developed the yogurt product line "Nestlé YoCream".
The marketing department researches the market and discovers customer needs:
yogurt has a delicious taste, high quality, and affordable price.
The marketing department shares information with the production department. The
manufacturing department uses information to develop products that meet customer
needs. The product was successful and warmly received by consumers.

- Nestlé runs an advertising campaign for Nescafé Dolce Gusto.

The marketing department develops a comprehensive advertising strategy,
including television, newspaper and online ads. The marketing department
shares the plan with the finance department. The finance department estimates
the cost of the campaign and reviews the effectiveness of the campaign and the
profitability of the product.

 Close coordination between the marketing and finance departments helps Nestlé
ensure that the advertising campaign will be financially successful. The campaign
achieved its brand awareness and sales goals.
 V. Micro environment and Macro environment
1. Micro environment
Enterprise
- Human Resources
Nestlé: A pioneer in building a sustainable working environment
Nestlé is one of the world's leading food corporations, always striving to focus on
sustainable and stable development. In particular, human resources are considered an
important factor that determines the success of an enterprise.
To attract and retain talent, Nestlé has built a sustainable working environment,
including:
 Competitive salary and benefits system: Nestlé offers employees a dynamic
salary and benefit system that competes with the market in all aspects,
including salaries, bonuses, additional benefits and social benefits .
 Fair recruitment: Nestlé recruits fairly based on employees' abilities,
regardless of gender, age, religion ,...
 Continuous training policy: Nestlé maintains a continuous training policy
from factory staff to senior management, to help employees develop
comprehensively and improve professional capacity.
 Modern, comfortable working space : Nestlé's office is designed based on
the idea of a logo-like bird's nest, creating a feeling of comfort and relaxation
for employees.
With these efforts, Nestlé has built a sustainable working environment, attracting and
retaining talented people, contributing to the sustainable development of the business.
 - Supplier:
Is a leading corporation in the field of food and nutrition. Nestlé not only provides
high quality and safe products for health. That's why choosing a supplier is extremely
rigorous and strict
Service providers for companies need to comply with the business principles of the
enterprise. It is these principles that have created Nestlé a system of reliable suppliers and
guaranteed product quality.
 Principle 1: Integrity in business
 Principle 2: Sustainability
 Principle 3: Labor standards
 Principle 4: Safety and health
 Principle 5: Environment

Marketing Intermediaries
Marketing intermediaries are a special form of Marketing with the main objects being
production units, brands ,... and product distributors. Accordingly, instead of doing many
things at once such as production and marketing, big brands authorize marketing
intermediaries to promote and bring products to customers more quickly on their behalf.
 - Distribution and transportation intermediaries:
Nestlé Vietnam has a large, modern and efficient distribution and transportation
system. This company currently operates 6 factories and nearly 2,300 employees
nationwide, including 4 distribution centers: 2 centers of Nestlé Vietnam and 2 centers of
La Vie. In 2019, Nestlé Vietnam opened a new Distribution Center in Thang Long II
Industrial Park, Hung Yen province. This center is equipped with modern technology of
the 4.0 era, helping to speed up the transportation and preservation of goods and ensure
the highest quality of products when supplied to the market. (Vietnamplus.vn, 2019)
With a modern distribution and transportation system, Nestlé Vietnam can bring food
and beverage products to consumers nationwide quickly and conveniently.

- Financial intermediation:
Nestlé is a large corporation, so financial control is extremely important and necessary.
It is not easy for a large company to manage its own financial problems, so Nestlé also
needs big banks, credit institutions or insurance companies, etc. to be able to protect risks.
finance in the business process and bring your business to sustainable growth.

Competitors
Currently, there are 3 brands in the drinking milk industry that can be compared to
Milo in the Vietnamese market. Include:
- VINAMILK: Vietnam Dairy Products Joint Stock Company
VNM is currently the leading enterprise in the milk processing industry, accounting
for more than 54.5% of the liquid milk market share, 40.6% of the powdered milk market
share, 33.9% of the drinking yogurt market share, and 84.5% of the yogurt market share.
and yogurt. 79.7% market share of condensed milk nationwide.
In addition to strong domestic distribution capabilities with a network of more than
220,000 sales points covering 63 provinces and cities, VNM's products are also exported
to 43 countries around the world such as the US, France, Canada, Poland, and Germany. ,
Japan. Middle East, Southeast Asia… (Brademar.com, n.d.)
- Dutch lady:

Currently a subsidiary of Friesland Campina, established in December 2008 as a result

of the merger between Friesland Foods and Campina.
In 2011, Dutch Lady Milk Industries Berhad was said to be the market leader in the
adult milk segment - with the Dutch Lady brand accounting for 40% of the national
market share and the 2nd largest market share in Vietnam.

- Ovaltine:
Ovaltine is a famous milk brand originating from Switzerland, established in 1904.
Most of Ovaltine's products use extracts from barley, milk and cocoa. Ovaltine is
exported to many countries and the United Kingdom was the first country Ovaltine chose
to invest in and develop in 1909. Up to now, after more than a century of development,
Ovaltine has been present in many countries, in almost all countries. on all continents and
is popular
 Client
Nestlé is a world leading multinational corporation in the field of food and beverages.
Nestlé's business strategy is to become a leading, competitive company, bringing health,
nutrition and value to customers. To achieve this goal, Nestlé always researches
customers' preferences and consumption habits to produce products suitable for each
audience.
For children, Nestlé pays special attention to developing nutritional products to help
children develop comprehensively. One of Nestlé's outstanding products for children is
Milo milk with Actigen-E and Protomalt formula to help enhance physical and mental
health.
With the right business strategy, Nestlé has become one of the world's leading food
and beverage corporations, loved by a large number of customers globally.
Nestlé is committed to providing high quality products and services that are safe and
meet company standards. To fulfill this commitment, Nestlé:
- Ensure product safety and regulatory compliance by adhering to all policies,
guidelines and standards.
- Ensure and enhance the popularity and stability of products and services by
bringing the best value to consumers.
- Always aim for zero errors and zero waste by continuously improving.
- Ensure the commitment of each member of the company to build a spirit of
quality.

General public
Nestlé is a multinational corporation specializing in the production of food, beverages
and health care products. To promote the company's products as well as its name, Nestlé
has deployed many marketing campaigns, including the PR campaign "For a dynamic
Vietnam" in the Vietnamese market. This campaign is implemented under Project 614
Overall development of Vietnamese stature in the period 2011-2030. The campaign aims
to encourage an active, healthy lifestyle, regular exercise and sports, contributing to
improving the physical fitness of Vietnamese people.
The campaign includes cross-cutting activities, such as:
- Walking Festival: This is an annual activity, attracting a large number of
participants of many ages.
- Energy summer camp: This is a program for children, helping them participate
in sports activities, physical and mental training.
- Milo-Barcelona Training Camp: This is a training program for young athletes,
helping them access modern training methods.
(Nestle.com.vn, NESTLÉ MILO TỔ CHỨC TRẠI HÈ NĂNG LƯỢNG 2023
(E-CAMP) - TRUNG TÂM RÈN Ý CHÍ CHO NGÀN TRẺ EM TRÊN TOÀN
QUỐC, 2023)
Nestlé's communication crisis:
Milo products have a foul smell, strange milk substance or maggots
On the customer side:
- Nestlé directly recalled the product for inspection and apologized.
- Nestlé announced product testing results on its official website and sent a press
release to explain the incident.
- Nestlé has worked with stakeholders to prevent the spread of false information.
On the press side:
- Nestlé has been transparent about the incident.
- Nestlé has compensated customers for damages.
- Maggi noodles contain lead
On the customer side:
- Nestlé destroyed 400 tons of Maggi noodles and stopped producing this product.
- Nestlé has compensated customers for damages.
- Nestlé explained to the press the origin of Maggi noodles containing lead.
On the press side:
- Nestlé has been transparent about the incident.
- Nestlé has compensated customers for damages.
Conclusion: By being transparent with information and compensating for
damages, Nestlé has built customer trust and reaffirmed its position in the
Vietnamese market.

2. Macro environment
Demographic
As of December 31, 2022, Vietnam's population is estimated to be 99,329,145 people,
an increase of 784,706 people compared to the previous year's population of 98,564,407
people.
In 2022, the natural population growth rate is positive because the number of births
exceeds the number of deaths by 879,634 people. Due to migration, the population
decreased by 94,928 people.
 Nestle's opportunities and challenges when entering the Vietnamese market
- Opportunity:
With a rapidly growing population, Vietnam is a potential market for businesses,
including Nestlé. Population increase means the number of consumers increases, creating
consumption opportunities and increasing revenue for businesses.
In addition, the increasing living standards of Vietnamese people also create
conditions for Nestlé's manufacturing industries to develop. As living standards increase,
people tend to spend more on nutritious, healthy products, such as milk, coffee, candy ,...
Nestlé has grasped these opportunities and has appropriate development strategies.
Specifically, Nestlé has segmented the market by age, region ,... to meet the needs of
each customer group.
For example, Nestlé Milo focuses mainly on children aged 6-14 years old, which is the
age group that needs the most energy supplementation. Nestlé has also launched many
products with many unique flavors, suitable for the tastes of each region.
Thanks to understanding the population situation, urban and rural population ratio,
migration rate , etc. Nestlé has launched many products that keep up with market trends.
This has helped Nestlé grow strongly in the Vietnamese market.

- Challenge:
The Vietnamese market also has challenges for businesses, including Nestlé. One of
the biggest challenges is fierce competition from domestic and foreign businesses.
In addition, Vietnamese consumers are increasingly demanding high quality products
and services. This requires businesses, including Nestlé, to constantly innovate and
improve the quality of products and services to meet consumer needs.
 3. Legal politics
Nestlé Vietnam has been commended for 9 consecutive years for good implementation
of tax policies and laws, and contributions to the state budget. However, the business also
encountered some scandals about the quality of Milo milk products in 2021 and 2017.
After discovery, Nestlé quickly checked and fixed the problem.
Thanks to the stable political environment and economic promotion policies, Nestlé
Vietnam is expected to continue to develop and expand investment in the Vietnamese
market.

- Sociocultural:
Vietnam went through a difficult period, causing nutrition issues to be forgotten.
However, thanks to the strong development of media, people are becoming more and
more aware of the importance of daily nutrition. This has helped Nestlé easily access
domestic and international markets.
The beverage market in Vietnam is a potential market, especially in cities and towns.
Here, modern lifestyles are becoming increasingly popular, requiring companies to
continuously improve products to meet consumer needs.
Nestlé has been implementing many community programs focusing on three main
areas: nutrition, water resources and rural development. In particular, the Nescafé Plan
project implemented since 2011 in the Central Highlands of Vietnam has contributed to
stabilizing raw material sources, improving the quality of Vietnamese coffee beans and
farmers' income. This is the basic foundation of Nestlé's business activities to create long-
term value for the entire society

- Economy
Climate change is an urgent global issue, requiring the cooperation of all countries and
businesses. Understanding this, Nestlé has set a priority to combat climate change in its
development strategy.
 To achieve this goal, Nestlé has been implementing many regenerative agriculture
initiatives. Regenerative agriculture is a sustainable farming method that helps protect
land, water resources and natural ecosystems.
One of the reasonable intercropping trends being encouraged by Nestlé is growing
pepper among coffee. This model has many benefits, including:
 Enhance biodiversity, improve water cycles, preserve ecosystems and increase
soil resilience to climate change.
 Reduce the amount of inorganic fertilizers, increase the use of organic
fertilizers and compost from coffee husks and post-harvest by-products.
 Save irrigation water by applying economical irrigation techniques such as drip
irrigation, sprinkler irrigation or using simple, easy-to-find and cheap tools.
With these practical benefits, regenerative agriculture is being considered an effective
solution to cope with climate change. Nestlé is committed to continuing to implement
regenerative agriculture initiatives, contributing to building a sustainable agriculture and
protecting the environment. (Nestle.com.vn, 2022)
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