Communication Strategies Development: The Role of Responsible Marketing, Storytelling, and Crisis Management – A Case Study of Nestlé Brands

This thesis investigates the development of communication strategies, considering three different perspectives: responsible marketing, storytelling and crisis communication management. The focus of the work is directed toward Nestlé, the world’s largest food and beverage company, and its brands. The motivation and inspiration for this study come from a Summer Internship conducted at Nestlé’s headquarters in Belgrade, Serbia, the heart of the South Eastern European market. By employing a qualitative approach and conducting interviews with employees at Nestlé, the research analyzes case studies faced by the company itself. Firstly, in examining responsible marketing as an aspect of communication strategies, the analysis begins with Nestlé’s infant food formula controversy, which led to high mortality rates in low- and middle-income countries during the 1970s. Findings reveal that, in the present day, Nestlé refrains from promoting its infant food products, strongly supporting breastfeeding, and aligning its responsible marketing practices with international regulations. Secondly, an analysis of Nestlé’s commitment to sustainability through a case study on the integration of regenerative agriculture into storytelling demonstrates how the company promotes products with strong emotional bonds to consumers and a long tradition, while simultaneously promoting the latest sustainable trends. Lastly, the study highlights the importance of readiness in responding appropriately to crises for multinational companies like Nestlé. Lessons learned from the Maggi Noodles controversy provide insights into crisis management and emphasize the importance of protecting corporate reputation. The paper concludes that balancing responsible marketing, storytelling, and crisis management in the development of communication strategies is essential for achieving and maintaining consistency and a positive brand image of the company.