I.

Introduction
Nestlé established the first representative agency in Saigon in 1912. From then, Nestlé's bird nest icon has
become acquainted with numerous generations of Vietnamese families for the past 100 years. So far, Nestlé is
running six factories and has more than 2,000 employees countrywide. With $ 520 million for a total investment,
Nestlé not only exhibits its long-term commitment to the business in Vietnam, but also wishes to develop the
quality of life and contribute to a better future for Vietnamese families and for the world

II. The role and responsibilities of a Marketing Department in Nestle

Vietnam
1. Marketing definition
According to Kotler and Amstrong “Marketing is the process by which companies create value for customers
and build strong customer relationships in order to capture value from customers in return”.
First of all, “create customer value” is providing products or service based on their needs and wantst in
order to satisfy them. To catch the trending of market, the researching and understanding consumers’ behavior
is irreplacable. For example, a study by NESTLÉ MILO found that 30% of mothers in Vietnam do not actively
encourage children to play sports in their spare time. So, they launch a campaign in 2017 called “Dynamic
Vietnamese” target the mother, who always wants the best for her children.And closing result is that the only
Vietnamese name honored in APAC Effie Awards 2018 is the "Dynamic Vietnamese" campaig ( Advertising
Vietnam, 2018). Marketing department in Nestle Vietnam has successfully introduced the brand based on social
context and specific education requirements in Vietnam.
Secondly, to strenthen relationship between an organization and buyer, company should create customer
delight profitably. In Brassington and Pettitt book “Essentials of marketing” noted that 65% of bussiness profit
comes from existing customers and fees to attract new ones are 5-10 times compared to keep the existing ones.
Therefore, the loyal customers might represent a part of total customer base but they can account for large
number of sales. These people are the one who influences the overall profit. Nestle Vietnam have kept
comunicating connection with customer through advertisement, telephone, and message to show them how
much we value them. In some cases location can also affect shopper behavior. Having noticed the situation, in
Nestle report on July 2013, six factories and 2 distrubution have opened to serve expanding demand of
 Vietnamese. Numerous products range from snack such as Kit Kat to multiple drinks like Lavie, Nescoffee, Milo,
etc to satisfy different types of consumer based on gender, age, interest.
Finally, to have customer value in return means that create profit and benefit from the buyers themselves.
An evidence for the succeed of Nestle in create long-run profit is that apart from three major brands NESCAFÉ,
MAGGI, MILO which always in the lead in terms of market share.

2. Analysis of Marketing department’s roles and responsibilities in Nestle Vietnam

Marketing department plays as the face of the company, promoting the bussiness and coordinating all
materials that represented the organisation. Reaching out to prospects, clients, investors and the community,
while creating an encompassing image that characterizes company in a positive way are the vital roles of
Marketing department (Piercy, 1986)

a) Defining and managing brand name

One of the missions of Marketing department in Nestle Vietnam is defining and managing the brand name.
This step involves definition of what Nestle want to contribute to the society and what experience the company
provide when customers and partners interact with the organisation. A distinctive approach called “Brand
buiding the Nestle way” has set marketing function apart from both career and commercial point of view in the
industry. The goal is to improve the value of life and subsidize to a better future, inspire people to live healthier
lives. This is how company contributes to society while ensuring the long-term success of Nestlé's business. For
example, in 2017 Nestlé Vietnam is one of the big brands that has done this through a series of campaigns
throughout the year with the theme "Choose a healthy breakfast, choose Nestlé." "Choose breakfast with
Nestle, Fresh Morning" is one of the rare campaigns on the market using Social Media Research to test Deep
Predictions of target customers before the campaign, contributing to the design of the message and Content is
great, creating great success in both interaction and emotional value. Here is an in-depth analysis of this
campaign from the perspective of YouNet Media's Social Listening.
 The program has succeeded in creating a powerful social-networking effect, with a buzz volume of
88,892, significantly higher than the 2015 campaign. (Ngan, 2016) Social media, Facebook is the main channel
where consumers can easily interact on the Nestlé Family fanpage as well as share the moments of breakfast
with friends. Overall, from maintaining positive habits, consumers will experience a healthier, more quality life.
This is also Nestlé's desire in bringing consciousness, full of energy each product to start a new day. Especially
with this campaign, Nestlé wants to address the important consumer value of love, even if it is only action of
preparing breakfast together is enough to make family members stick together, there is more joy and
motivation every morning. That is good life.

b) Conducting campaign management for marketing initiatives

It is Marketing department job to identify demand for a product focusing on the social context and the specific
requirements of education ofo Vietnamese. To illustrate, recently NESTLÉ MILO has won APAC Effie Awards
2018 and represented Vietnam's only candidate in the list of 157 finalists this year, and also the first F & B brand
in Vietnam to receive this award

In Vietnam, due to the social context and the specific requirements of education, parents today do not
take into account the role of sport in helping children develop holistically. Most parents tend to want their
children to focus on academic study and achieve better academic results. That is the success of the child.
A study by Marketing department of NESTLÉ MILO found that 30% of mothers in Vietnam do not actively
encourage children to play sports in their spare time. However, sports play an important role in the overall
development of children. Through sport, children not only practice physical strength, but also learn valuable
lessons, train personality and positive attitudes, care about people. Therefore, the campaign for "Dynamic
Vietnamese" will encourage parents to actively involve children in more physical activities. The campaign’s main
targets are the mothers who always want the best for her children.
Not only encourage more children to participate in sports, recognizing the need for various sports
activities, interesting and interesting in the school as well as the children's culture for children, NESTLÉ MILO has
participated in the project "Overall physical development, stature of Vietnamese people in the period 2011-
2030" by the Government, implementing the program "Dynamic Vietnam", supporting the sports equipment for
the many schools, organizations and the promotion of school sports.
Finally, TVC "Thank You Mother" was introduced, as the sincere thanks from the children to the mother for
having them grown up with the sport, so that they have moments like a real champion.Story is also shared by
NESTLÉ MILO's fanpage. At this stage, Marketing department encouraged parent to show their commitment to
build a dynamic and healthy Vietnamese generation.

After the launch, the TVC of the campaign has reached 19 million views, attracting 3,057,757 children
participating in sports activities within the framework of "Dynamic Vietnam". Especially, when the program took
place, there were 181,099 parents pledged to together with NESTLÉ MILO to build a generation of Vietnam
stronger and more dynamic future.
c) Producing marketing and promotional materials for website
Website tended to be the primary place where buyers search information for their shopping choices
(HUNTER, 2017) Therefore, Marketing department would be responsible for creating content that up-to-date
and suitable for some specific occasions. In Vietnam culture, Tet holiday can be considered as the most
important celebration. In order to keep on with trending, Nestle launched the biggest Facebook campaign ever,
scoring high advertisement awareness and building strong association during this busy advertising period.

The campaign was successfully lifted up 11-point in ad awareness, 6-point in message association and reached
18.8 millions of people in Vietnam (69.9% of target consumers). According to Ms Yen Le-Communication & MKT
Support Director in NESTLÉ Vietnam, “TV ads suffer cluttered period during Tet. In addition, Vietnam has young
population, introducing Nestle brand on Facebook helps us appoarch mass target audience with our message
and boost the number of sales”.
 .

For the first brand campaign on Facebook and Instagram, Nestle Marketing department plans to reach
Vietnamese people through their mobile device. To ensure its advertisement catched attention quickly and have
long-lasting impression, the story was recontructed differently from TV by starting with the crucial frames with
the message instead of exposing it in the end. Then, the branding upfront was talored with eye-catching festival
greeting, video was resized from 16:9 to 1:1 format for mobile screen. And the result, from December 2016 to
January 2017, 60% of target audiences was reached at frequency of 3-4 times and driven scaled impact among
core buyer of 25- to 40-year-old.

III. Marketing influences and interrelates with other functional

departments
1. Influences of Marketing department
Marketing’s influence relates to external contingency variables, for example the frequency and changeability
of market-related fluctuations, competitive strategies and institutional determinants such as a chief executive
officer has markerting experiences or not (Leeflang, 2009). Additionally, according to Moorman and Rust (1999),
perception of organisation’s financial performance, client relationship performance and new product
 performance are contributed by Marketing department. These factors are beyond market orientation of the
firm; therefore, they concluded that to be more frofitable, the organisation must not only had market oriented
but also have a durable and powerful Marketing department.

2. Sales department
Marketing-Sales intergration can be defined as two functions with extent activities which have supportive
role for each other (Guenzi & Troilo, 2006). In company setting, two departments are separated to perform
different tasks in the external environment. In Nestle, Marketing department is responsible for brand
management, innovation, product design and packagings, and customer insight. While Sales department handle
route to market strategy, categorize shopper and field sales activities. From collected data of marketing team,
Nestle sales team can develop customer relationships, introduce brand name more appealing to buyers.

3. Finance department
Resource dependence is the key internal factor influencing other functional area. Because Marketing
personnel do not have enough monetary resource so seeking for such resources from finance department is
neccessary (Ruekert & Walker, 1987). In Nestle, Finance department missions include planing, controlling,
organizing the firm’s finance performance. From this stage, in each marketing campaign people from Marketing
team have to communicate with Finance team to develop a strategy appropriate with the current budget.

4. Human resource department

The duty of human resource department comprises many activitiesc such as recruitment, selection,
compensation, retention, etc. (Human resource management, 2011). The number of people acknowledges
Nestle brand name has rised up after multiple advertising campaign of Marketing team such as “Choose
breakfast with Nestle, Fresh Morning” “The dynamic Vietnamese”. Therefore, marketing planning can affects
the performance of human resource department such as the increasing reseme. On the other hand, Marketing
department also have to look for new recruitments from HR team for the expansion their commercial strategy.

IV. Conclusion
Nestle Vietnam has created a certain position in the market after more than 100 years of career in Vietnam.
Also, it has created a brand “Improve the quality of life and contribute to a healthier future” by producing
nutrious products and being more productive to communities. The report has showed the vital role and the
importance of Marketing department in Nestle. In addition, it also show the interralationships of Marketing
department with Sales, Finance and Human resource department.
 References list

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