Customer insight : Motivations and Emotions
Through targeting children, Nestlé conveys the message that a healthier an tastier cereal product can go hand in hand with a more pleasant lifestyle. It also says that cereals will be beneficial for their daily breakfast habits.
The emotional insights of children with regard to cereals are:
- Pleasure and health: children are emotionally attached to a pleasant tasty brand that balances between health principles and the pleasure of eating cereals.
- Eating with moderation and balance: moderation and balance are key components of a healthy, and enjoyable balanced diet
- Transparent communication: children and their family members, especially their mothers, are highly influenced by information concerning cereal products, such as sugar, protein, fat, salt, energy, packaging size, colours, and values. The quality of information and the way it is transmitted influence the consumers’ feelings about the brand. Thus it has to be clearly, understandable by both children and mothers, and user friendly.
Take Actions !
In order to get deeper into customers’ insight and satisfy its target customers’ needs, Nestlé believes that getting usual physical activity and establishing a healthy eating habits to children will enable the children to be healthy adults in future. Thus educating children is a powerful tool that Nestlé conducts regularly to ensure that children understand the nutrition value and the physical activities of their health. “Healthy Kid Program” is a global program launched by Nestlé with collaboration of national health and education authorities in order to increase children awareness about nutrition and health wellness.
Also, Nestlé has developed EPODE (Ensemble, Prévenons l’Obésité Des Enfants) in 167 towns in France with the partnerships of schools in order to prevent the increase of obesity among children. Nestlé promotes regular physical activities, walking to school groups, and healthy campaigns through newsletters, menus, posters, factsheets, and delivering ethical information about the product ingredients in all the brand packages. This program succeeded in increasing customers’ awareness about nutrition and decreasing the rate of obesity. According to Nestlé, “education is the most powerful tool for ensuring that children understand the value of nutrition and physical activity for their health through the course of their lives.”
Creating Shared Value at Nestlé
Nestlé creates value to all its customers.
Sustainability: Ensure that Nestlé activities preserve the environment for the future generations. In line with the sustainable development to Nestlé -> “The development that meets the needs and wants of the present without neglecting the ability of the future generations to meet their own needs” (Nestlé 2011)
Compliance: cooperation with national laws and relevant conventions, without forgetting the company’s own regulations, which often go further than legal obligations
Creating shared values: Joint value optimization with Water, Rural Development, and Nutrition by following long term and good business principles
Cocoa Krispies focuses more on the nutrition aspects of their brand by providing customers with the most relevant information about the product component. For instance, getting strong emotional bonds with the mothers is essential for them because they are the ones who take decisions for their children, so it is necessary to be ethically transparent by providing relevant information.
In order to get more understanding of children insights and emotions, Kellogg’s divided the target segment of children market into four sub-segments. It analyzes each segments attributes translate them into benefits. This strategy enhanced the brand company in the market, helped to be more close to the customers’ insights and increase trust among the brand.