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Summary MKT 675 Final Project..docx MKT 675 MKT 675 Final Project Southern New Hampshire University I. Introduction: NestlÃ© is a Swiss food and drink manufacturing company that currently holds the title of the largest food company in the world and has s

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MKT 675 Final Project..docx MKT 675 MKT 675 Final Project Southern New Hampshire University I. Introduction: NestlÃ© is a Swiss food and drink manufacturing company that currently holds the title of the largest food company in the world and has since 2014. The company was created in 1905...

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MKT 675
MKT 675 Final Project

Southern New Hampshire University

I. Introduction:

Nestlé is a Swiss food and drink manufacturing company that currently holds the title of

the largest food company in the world and has since 2014. The company was created in 1905

when the Anglo-Swiss Milk Company and Farine Lactée Henri Nestlé merged together. Their

continued growth has allowed the company to purchase additional companies such as Gerber and

L’oréal, even going as far as to purchase beauty brands such as Yves Saint Laurent and Giorgio

Armani. As Nestlé owns countless other companies, their competitors are similar corporate

giants who also accumulate other businesses frequently; their competitors include General Mills,

.Kellogg’s, and Unilever

There are countless marketing practices that Nestlé has employed that have faced

backlash including greenwashing their marketing practices to appear more environmentally

friendly, giving baby formula samples to mothers in impoverished areas, and purposefully

mislabeling their baby formula to appear more nutritionally dense. In 2008, Nestlé released an

advertisement claiming that “most water bottles avoid landfill sites and are recycled” and that

“bottled water is the most environmentally responsible consumer product in the world,” yet in

2019, Nestlé was labeled “one of the top three brands responsible for plastic waste” (CBC News,

2008; Greenpeace, 2019). The company’s implications that plastic bottles are environmentally

friendly directly negates the American Marketing Association’s (AMA) code of conduct

regarding responsibly—“consider environmental stewardship in…decision-making” (American

Marketing Association, 2021). Years after the backlash they received from this outlandish

claim, Nestlé proclaimed that they were working towards their goal to “reduce packaging

waste” and (continue “to research and roll out alternative packaging solutions” by 2025 (Nestlé,

, 2020a Nestlé’s baby formula also faces scrutiny. In the 1970’s, Nestlé was accused of giving

impoverished mothers in third world countries just enough baby formula that their own

breastmilk supply would dry up and they would be forced to continue purchasing formula. The

company sent workers dressed in nurse uniforms to rave about the benefits of formula and give

false information regarding breastmilk (Krasny, 2012). By encouraging these mothers to ditch

breastmilk in favor of formula, their own supply would dry up just in time for the samples given

by Nestlé to run out. This would force the mothers to purchase more formula. With the high cost

of formula, many mothers were over-diluting the formula to stretch it out, not knowing that

doing so was leading to their child receiving less nutrients than the workers originally claimed

(Krasny, 2012). Nestlé’s workers also did not warn mothers that the formula needed to be mixed

with clean water; as these mothers lived in impoverished areas, many of their water sources were

contaminated; this led to more infants getting sick and malnutrition rates skyrocketed. This

reliance on baby formula led to an estimated death of a million infants every year due to

.(malnutrition and diarrheal diseases, Dr. Stephen Joseph claimed (Krasny, 2012

More recently, in China, Nestlé was criticized for the inclusion of melamine in their baby

formula. Melamine is a chemical that was added to the formula to give the illusion of a higher

protein count—without this inclusion, this formula would have failed product quality control

testing. This led to the death of six babies and the hospitalization of an estimated 54,000 babies

due to malnutrition from low protein. These marketing practices are highly unethical and go

against many of the AMA’s Codes of Conduct including “do no harm”, “offer products of value

that do what we claim in our communications”, and “represent products in a clear way in selling,

advertising and other forms of communication; this includes the avoidance of false, misleading

and deceptive promotion” (American Marketing Association, 2021). The deception and lies that

Nestlé fed to these mothers spanned decades and led to millions of infant deaths and

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