One cohesive message

Director of communications Pedro Dy-Liacco runs a shop unique to Nestlé Phils.

"We offer both corporate and marketing solutions to communications," he said. "Marketing communications develop strong brand equity while corporate communications build the image of the company. One feeds on the other. Marketing brand has to do with delighting consumers while marketing the company is putting a face to the Nestlé name, which results in consumer trust and, ultimately, in loyalty to both company and brands," said Dy-Liacco.

The resource unit has four sections–marketing consumer services and market intelligence, which deal with marketing communications; internal and external corporate communications; and media to disseminate both marketing and corporate communications

In other Philippine companies, marketing communications is the responsibility of the marketing/brand manager; and public relations is split between the head of human resources head for internal communications and either the legal or corporate affairs head for external communications.

Pro-active

Nestlé Phils. began to take a proactive stance in communicating to its different publics in 1998 when Nestlé SA bought out the 49% stake of San Miguel Corp., making the Philippine operations a 100% subsidiary.

"Before, the company had three sources of information for either the company or brands," said Dy-Liacco. "Efficiency and savings were not even factors when the idea of consolidating communications was being bounced around. What was paramount was that, regardless of whom we communicate to and which community or factory we communicate from, there is one cohesive message emanating from only one source."

Right now, the company’s has two main messages. One, it provides quality products needed by consumers at different stages in their lives or from cradle to near the grave. Two, it is a good corporate citizen that looks after not only its employees and their families but also the host communities of its factories nationwide.

"We are a socially responsible wellness company, not just a food and beverage company. Wellness will require new products that have tangible effects," said Dy-Liacco." For example, Nido Fortified is a milk product that carries additional food values. That is the food and beverage company talking. The wellness company comes through with the introduction of the Milky Bar, which is Nido in confectionery form. Milky Bar appeals to children at the candy level."

Another level

It is, however, in marketing communications that the Nestlé set-up raises industry eye-brows, largely because the advertising process has traditionally been the domain of the brand group/division. Under the set-up, another level is added since all advertising materials must go through Communications to ensure that the brand’s message is in sync with that of the company.

"This is where the credibility factor is imperative. Credibility is the only way our internal clients will accept our service," said Dy-Liacco, who spent much of the early months explaining to Brand what value-added services his group could bring in and where the line should be drawn.

The first project between Communications and Brand under the new set-up involved the delivery vans of the confectionery group. Communications suggested that a single look, one carrying the group’s number one brand, Kit-Kat, would increase brand awareness. To pilot the project, Communications took money out of its operational budget and paid for the re-make of the van while the group paid for the other four.

"The five vans made such an impact that it was easy to re-do the rest of the fleet. Brand footed the bill for that one," said Dy-Liacco.

Communications also plays an active role in the company’s dealings with its four advertising agencies. It has fine-tuned a single written brief of 12 questions about the company that need to be answered before any advertising material can be produced.

Armed with the so-called N-12, the company and its agencies have been able to generate savings in time of between 30% and 40% from the first response or the first meeting with everybody who must be heard out to the presentation of the material to the marketing manager and Dy-Liacco for approval to the launch date of the material.

"Because of N-12, we have seen improved quality of work in both process and communication. By the end of the first response, the agency is clear on what to do. Most of the materials are completed well in advance of break date," said Dy-Liacco.

Such efficiencies and teamwork have contributed to the bottom line even as they enhance the equity of both the company and its brands. – MJGrey