6/3/2021 ‘People, purpose, partnerships, planet, and performance’ - The Five Ps of Nestle, Marketing & Advertising News, ET BrandEquity

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‘People, purpose,
partnerships, planet, and
performance’ - The Five
Ps of Nestle
Nestle India’s chairman and MD, Suresh Narayanan, talks
about the company’s brands and business almost a year after
the full blow of the pandemic hit...

Delshad Irani ETBrandEquity Updated: March 17, 2021, 08:59 IST

        

It’s almost a
year since
Covid-19 and
Lockdown 1.0
upended our
lives and sent
us all rushing
to stores to
buy essential
items, in
Nestle India’s chairman and MD, Suresh Narayanan talks to
Brand Equity about the ve P's that guide growth at Nestle. apocalyptic
fashion.
Subscribe to our
People
Newsletters
hoarded everything from salt to sanitiser. And Maggi too. 210000+ Industry Leaders read it
everyday

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6/3/2021 ‘People, purpose, partnerships, planet, and performance’ - The Five Ps of Nestle, Marketing & Advertising News, ET BrandEquity

Millions
 of packs
NEWS  of the popular
FEATURES  Nestle-owned
MARTEQUITY instant BE+
PORTFOLIO EVENTS  Your
BRAND
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JOINNOW
noodle brand ew o the shelves in March 2020. Then
I have read Privacy Policy and
scarcity hit as restrictions disrupted supply chains and Terms & Conditions and agree
to receive newsletters and
production. Suddenly, young men living alone had to learn other communications on this
email ID.
how to cook something other than Maggi or go hungry. One
even wrote to the chairman of Nestle India, Suresh
Narayanan, desperately pleading for a few packs of Maggi,
BUSINESS OF
which were delivered to his doorstep by a local distributor.
BRANDS
Stories like the one of the bachelor from Ambala,Narayanan
Business of
tells often to spotlight consumer love for the company’s Brands / 13 hrs
ago
agship brand and the e orts of employees and partners
Mercedes-
who went to great lengths to serve people in locked-down Benz shifts
retail sales
India. By Q4 2020, brands like Maggi, Nescafe, Kit Kat and
structure in
Milkmaid as well as brands in the company’s dairy and India to
direct-to-
nutrition portfolio made a strong comeback. Maggi added
customer
almost 10 million households to the total corpus of model
consumption of the brand.
Business of
Brands / 14 hrs
Now, a year after the full blow of the pandemic hit India, ago
Britain
disrupting (and destroying) lives and businesses
approves eBay
everywhere, Brand Equity caught up with Narayanan to nd merger with
Adevinta
out how the company’s future-proo ng its brands and
safeguarding the future of its people and partners. Because
Business of
this won’t be the last crisis we'll see. Brands / 1 day
ago
Nestle eyes
Edited for length and clarity. new strategy
as leaked le
show many
How is Nestle sustaining and fuelling momentum of products
consumption? unhealthy

Business of
Number one is to increase the penetration and the depth of Brands / 2 days
ago
consumption. Most of our categories are relatively less
Amul
penetrated. We are not like a tea or a soap that is in every responds to
household across the country. We still have a lot of runway PETA on to
switching to
space. So penetration-led volume growth will continue to be vegan milk
a core strategy.
View More 

The second is that Tier 2, 3 and 4 towns have opened up for

consumption. We are feverishly working on expanding the
company’s ecosystem and distribution infrastructure. We EDITOR'S PICK
have to tailor our portfolio, increase the number of
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6/3/2021 ‘People, purpose, partnerships, planet, and performance’ - The Five Ps of Nestle, Marketing & Advertising News, ET BrandEquity

touchpoints
 NEWS and
 put in investments
FEATURES  in infrastructure
MARTEQUITY PORTFOLIO forBE+
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rural markets. One of the outcomes of the pandemic has

been that aspiration and availability have converged during 14 hrs ago
this period. Thanks to the digital revolution, rural India and BE+ with Ambi Parameswaran:
semi-urban India have the same aspirations as the metros. In conversation with Yes Bank’s
Jasneet Bachal
Ecommerce has also made availability at their doorstep
possible. We have availability and aspirations converging.
14 hrs ago
This is an important element of the strategy. The Family
Man goes job
hunting in
The third is the pace of innovation and renovation. In the Amazon
last ve years we have launched close to 80 new products. Prime Video’s
latest
There are 40-50 projects on the anvil, in terms of campaign
accelerating the pace of innovation and renovation.
15 hrs ago

The consuming class of the country is going to expand by Dentsu

Webchutney
100-140 million households in the next 5-10 years. So that’s
collaborates
a real opportunity for trusted and strong brands. with Indian
Creative
Women to
What’s the plan on the ecommerce front and in terms of launch ‘Back-
to-Work’
ramping up the company’s own D2C capabilities?
program for
Moms
Ecommerce is just slightly less than half of what modern
trade contributes to the company. You can see the pace at 16 hrs ago

which ecommerce has grown now. But close to 90% of the Facebook’s
Aarthi
business still comes from traditional trade. The heart of Ramamurthy
India will continue to be the kirana. joins
Clubhouse as
head of
We have ramped up our ecommerce capabilities in terms of international

the team size. It’s now more than double of what we had.
18 hrs ago
We’re looking at greater digital competencies. We have a
Delhi
digital analytics centre of excellence within the International
organisation. We are committed to this journey, but it is a Airport asks
passengers to
balanced journey. So it is not going to be an all or nothing rethink their
kind of situation. travel plans in
new
campaign
We will be accelerating ecommerce and we are accelerating
our involvement with traditional trade. And also, of course,
with the recalibration of organised trade that is also
happening. BRANDEQUITY TV

How do you approach marketing communications in the

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6/3/2021 ‘People, purpose, partnerships, planet, and performance’ - The Five Ps of Nestle, Marketing & Advertising News, ET BrandEquity

newparadigm?
NEWS  FEATURES  MARTEQUITY PORTFOLIO BE+ EVENTSCelebrating
 BRAND the
SOLUTIONS
Spirit of 
Women for Equality

One of the hallmarks of a great brand is to really be in tune

with the hearts and minds of consumers and to be
contextual. We have rooted our communication in the
context and in the paradigm of the consumer. This is very
important to us. The consumer insights and market
intelligence head reports to me directly. So it is not a
Over the past few years, the number
position that is relegated somewhere in the advertising and of women at the junior level has
marketing structure. We have always tried to be with the grown. Still, women continue to be
underrepresented at the leadershi…
hearts and minds of consumers. Talk simply and in a
straightforward manner. Don't preach. Don't tell people
1 year ago
how to lead their lives. How
ShareChat is
all set to open
‘People, itself to
planet, brands as it
looks at
pro t’ is
monetisation
the new
bottom-
1 year ago
line. Do you How HP is
agree? using digital
marketing to
start a
I will deal dialogue with
its target
with two consumers
Nestle's Suresh Narayanan explains the growth
themes - opportunities over the next decade.
diversity 1 year ago
and How Voot
sustainability. Diversity is an extremely important part of created
content which
the agenda for Nestle globally and also Nestle in India. For has helped in
me personally, as an individual manager of this company, upping the
game against
it’s a mission that’s very important. In the last 3-4 years, competition
we’ve gone from about 14-15% of the white-collar in the video
OTT segment
workforce being women to 22%. 60% of our management
trainees, who join either in the commercial stream or join us
View More 
as engineers, are women. We are just doing the recruitment
now for our ninth factory, a state-of-the-art and
ecologically most advanced facility, and I'm delighted to say
that 70% of the recruitment so far, for operator-level
positions, is lled by women. I really want this factory to be
not just a jewel in Nestle India but also for Nestle globally. I
want it to be an inspirational lighthouse factory for India.
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6/3/2021 ‘People, purpose, partnerships, planet, and performance’ - The Five Ps of Nestle, Marketing & Advertising News, ET BrandEquity

We 
needNEWS
to set
 these examples
FEATURES  (especially given
MARTEQUITY India’s BE+
PORTFOLIO EVENTS  BRAND SOLUTIONS 

current dismal record on women in the workforce.)

Companies need to put their money where their mouth is.

Sustainability has been on the company’s agenda for a long

time and is a continuous journey (in areas like water,
energy, greenhouse gases and plastics.) We are also looking
at sustainability through the lens of culture and how we can
uplift communities. We have an ongoing programme called
Hilldari (committed to building sustainable hilltowns)
which also focuses on ensuring that all the garbage
collectors are given proper medical insurance and proper
identity cards. They are human beings like you and I, and we
can’t treat them like children of a lesser God simply because
they happen to do work that looks alien to you. So this is an
important piece of work in our sustainability journey.

Companies that pledge to build a sustainable future must

have sustainability as part of their DNA.

Also Read: Ad man Martin Sorrell eyes roaring recovery,

more deals

We have Five Ps for measuring the way we perform as a

company. It’s people, purpose, partnerships, planet, and
then performance. The rst four Ps have to be dealt with
comprehensively, compassionately and with determination.
Every corporate entity must embrace this.

How are you future-proo ng your brands and business?

I characterise it in terms of the Six R's.

Relevance - How do you keep your brand relevant to the

context of the consumer and the consumer journey. This has
kept us going for over 150 years.

Resonance - That is being able to provide value to the

consumer over a period of time.

Resilience - Double-digit performance, penetration-led

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6/3/2021 ‘People, purpose, partnerships, planet, and performance’ - The Five Ps of Nestle, Marketing & Advertising News, ET BrandEquity

volume
 growth
NEWS  and expanding
FEATURES  the ecosystem
MARTEQUITY - new markets
PORTFOLIO BE+ EVENTS  BRAND SOLUTIONS 

and new frontiers. That is resilience.

Renewal - The innovation and renovation journey that we

follow as a company.

Recalibration - The pandemic has rede ned the way in

which we look at people. We’ve always called Human
Resources. But I choose to call it the People Function.
Because ultimately recalibrating your organisation is
critical. Nestle is almost 80% millennial. When I retire the
average age will fall by ve years. That's what I keep telling
my people.

It's very clear that an organisation with almost 80%

millennials, and now with Gen-Z joining the ranks,
aggressively, we need to recalibrate for a digital world, for
consumer connect and for the sustainability and diversity
journey of this company. It is a necessity.

Reconstruction - Parts of the business have been hurt by the

pandemic. But we looked at it as an opportunity to re-
energise ourselves. So a lot of new initiatives have been
taken by this team, which I do hope will help us reconstruct
the business.

These Six Rs will ensure that Nestle continues to be relevant

to the context of India, to the context of the consumer, and
to the context of the society.

Watch BE+ | Way forward mantras for post COVID world |

Leading marketing leaders like Deepa Krishnan, Anurita
Chopra, Samir Singh to Santosh Iyer, across sectors in the
special video series

Follow and connect with us on Twitter, Facebook, Linkedin

Business of Brands Suresh Narayanan nestle india Nestle

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