Nestle raises investment in digital media to better connect with Pinoy consumers

MANILA, Philippines - Nestle Philippines is increasing its  investment in digital media as  it seeks to better connect with Filipino consumers and promote its products.

In a press conference,  Nestle Philippines chairman and chief executive officer John Miller said the firm is investing more money in digital  platform  due to the rising number of Filipino consumers spending more time online.

Miller said the Philippines is one of the most digitally-savvy countries in the world.

“We have to be where people are living and they are online. They shape the brands that they love and so we are responding to that. We are putting more money to that,” he said.

Nestle S.A. head of Strategic Business Units, Marketing, Sales and Nespresso Patrice Bula said the higher spending in digital media is in line with the parent company’s move to increase its investment in  digital platform globally to better promote its products.

“In most countries, from 10 percent before, we are increasing spending for digital media to 12 to 14 percent now. That also applies to the Philippines,” Bula said.

Nestle is also increasing its investments in  developed markets like the US and China where the food and beverage giant is spending about 20 percent of its marketing budget for  digital media.

Miller said that while Nestle Philippines is putting more money in digital platform to promote its products, a big portion of its marketing budget is still accounted for by traditional media.

“Television is still very big in the Philippines so we are still spending a lot on that,” he said.

Bula said that even as the Philippines is the biggest market of Nestle in Southeast Asia and is among the firm’s top 10 markets in the world, it needs to continuously engage its consumers to better cater to their needs by providing food products that will help them live a healthier and better life.

“When I go to a country and I meet consumers, I want to know their concerns in life as well as for their children,” he said.

Nestle, which has been in the Philippines for more than 100 years, manufactures coffee, full cream milk powder, infant nutrition, liquid milks, beverages, powdered ice tea, non-dairy creamer, all-purpose cream, cereal drink, food and cooking aids, ready-to-drink products, ice cream, chilled dairy, breakfast cereals, confectionery and pet care.

The firm has manufacturing facilities in the country located in Cagayan de Oro, Cabuyao, Lipa, Pulilan, Tanauan and Canlubang.

Last year, the firm’s sales reached P104 billion, up from   P101 billion in 2011.