Research Raper on Nestle Waters Canada's Marketing Impact on Society

Introduction

Water and environmental sustainability are becoming a critical global issue with the increasing challenges associated with increased population growth, affluence and lifestyle patterns are all making it difficult for the planet to accommodate all the human activities. Nestle Company also understands that there is a looming water crisis in the future and the consequences will affect other aspects including the human life sustainability due to food security crisis that is most likely to result from the water crisis. The food chain contributes greatly to the environmental sustainability issues; for example, water quality and availability, climate change, biodiversity, social quality as well as air quality. Nestle has invested over $225 million towards the environmental sustainability activities or programs since 2009. Nestle continues to make improvements in Canada's water consumption and environmental sustainability management through the production of quality drinking water as well as move towards a healthy lifestyle by reducing the sugar intake content in its products by almost 10%; thus, impacting the society positively. This paper is going to examine the impacts Nestle in Canada and how consumers perceive the company's products and performance.

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The Impacts of Nestle

Nestle waters' deals with various products, but majorly it deals with hydration products or drinking water. Nestle Waters, the healthy hydration company, was established in 1992 as a water division of the Nestle group. Since its inception, the company has been the number one bottled water company in the world. Nestle operates in more than 33 countries with over 93 production facilities (Nestle, 2016). Nestle enhances the quality of life as well as contributes to a healthier Canadian society through its contribution to the lives of millions of people who enjoy its products. The company created a value in the communities where its operations are carried out. As stated in the company's website, through its products and corporate actions, Nestle has managed to make positive differences in the lives of many Canadians through its driving force of creating value in the communities where they work or live (Nestle, 2017). Nestle has been operating in Canada for over 95 years and it understands the need to create jobs, supports local businesses as well as invest in operations that will ensure long-term business growth.

Most of the youths are unemployed across the globe despite that they have gone through the schools and institutions where they have acquired the required skills. In response to this high population of unemployed youths in Canada, Nestle launched a youth initiative in September 2015 to help the young people meet their ambitions as well as make positive contributions to the society and enhance the growth of Canadian market (Nestle, 2017). The company is committed to getting more skilled youths through an increased 25% of internships. It also provides readiness to work activities that aim at involving and engaging the youths towards constructive contributions to the society. Currently, the company has hired over 31,500 people that consist of youths from the communities where it operates (Nestle, 2011). Nestle is also dedicated to creating more opportunities to the youths through connecting them with business partners to help them build as well as develop various joint initiatives that will open up more work, internships as well as training opportunities. Creating more opportunities has helped many youths attain jobs both locally and internationally through the Nestle Waters' Company.

Water is life and essential part of the human life; therefore, producing the quality of water has been the greatest priority of Nestle. As the CEO, John Harris reports, having access to quality water is indispensable for every aspect of development in the society (Nestle, 2011). Since the 19th century, Nestle Waters' business has been focused on sustainable water management. As a result, the company has acquired a unique expertise in various ways of effectively promoting sustainable water management and environmental sustainability. The unique expertise includes the efficient monitoring and preserving water in its care. However, as the CEO further states in the company's report, Nestle has not been able to make all these societal contributions of bottled water by itself, but instead through a collaboration and partnership with other stakeholders including the communities (Kassam, 2016). The protection of the environment is not a role of the government or any individual organization or person, but it is a shared responsibility that everyone in the society needs to take part in. Nestle recognizes this and that is why it has been collaborating with the local communities surrounding the water catchment areas to help preserve the sources of water.

CEO further notes that Nestle utilizes every expertise to ensure that the water products they take to consumers are the best quality (Nestle, 2011). The water bottles serve a great purpose in the achievement of quality water in Nestle. The bottles act as a barrier to interference and ensure that the water is protected and untouched until it gets to the consumers. John Harris further explains that once the water has been bottled and sealed, it is safe and secure for consumption. Access to a healthy drinking water is a key problem not only to the people in Canada but worldwide as well. Nestle recognizes the right for every individual to have access to clean and safe water to ensure that they meet their daily needs. Even though the bottled water cannot serve as a solution to the growing water challenges, nor can it provide an affordable solution to the population living below the poverty level, but Nestle waters' products offer everyone a safe hydration option (Nestle, 2016). Nestle waters' business model is aimed at making high-quality drinking water that can be affordable to a large audience of consumers.

Nestle Waters' company deals with over 67 commercial brands in which majority (over 98.5%) of its sales is made of plain water (Nestle, 2017). Even though the company is also engaged in other flavored products such as fruit juices, nonalcoholic appetizers, and soft drinks, but the large part deals with water products. Nestle waters' production is based on Codex Alimentarius, which is organized into three types of plain water. The first type is the natural mineral water which contributes to about 33% of the total water products in the company (Nestle, 2017). Nestle waters' natural mineral water contributes to the majority of its bottled water products in Europe. The second type is water defined by origin which contributes to 40% of sales in other continents like the United States. Finally, there is the prepared water which contributes 27% of the sales made locally.

Nestle is selecting appropriate targets for their products and with its quality-driven goal, its operations ensure that only appropriate targets are exposed to its marketing. Nestle Waters' greatest and fundamental purpose is to meet the expectations of its customers and consumers by producing quality consumable products. By doing this, the company is able to generate long-term, sustainable economic development and growth for all the stakeholders in the business (Sojamo & Larson, 2012). Nestle companies are considered virtually operating in every country across the world because the effects of its business development are felt by every country. Some of the key inspiring objectives that guide the operations of Nestle include excel in compliance, deliver competitive advantage products and delight its consumers. Each of these objectives ensures that the company selects the appropriate targets and only appropriate targets are exposed to its marketing activities. Excel in compliance objective has been the key foundation to the Nestle waters' business operations. This objective is considered essential because it has enabled Nestle waters' company earn its stakeholders' trust. Excelling in compliance does not mean that the company complies with everything, but it complies to the relevant policies, values, guidelines, specifications as well as practices that aim at putting Nestle in full conformity with the relevant international and local standards (CBC, 2017). The objective to deliver competitive advantage puts Nestle at the best place in offering the best and quality products to its clients.

Nestle products have been received positively in the market by many consumers who find the packaging and quality products convenient for their lifestyles. People like to move as they look for means to earn a living; however, this does not mean that they stop requiring water in their body. Nestle creates opportunities for people to have the essential resource in their companion as they travel through the bottled water products. Nestle considers consumers as part of its development plan; as a result, the company tries to meet the growing and dynamic needs of the consumers. The bottled water, which is one of the key products that Nestle groups deal with offers consumers a constant taste, quality guarantee as well as it is convenient and portable for travelers. These are some of the advantages that make Nestle waters' products competitive in the market. The company's bottled products are not only regulated by the bottled water-specific standards of quality control, but it is regulated by the packaging and food contact standards (Nestle, 2016). This ensures that the bottled water products are hygienic, labeled, and accompanied by a proper and effective marketing and traceability.

Nestle understands the needs of its consumers or clients through responding to the hydration needs. Most people find the bottled water convenient and portable way of accessing quality drinking water at any point and day. Water is part of human life; therefore, it needs to be available everywhere people go. Producing bottled water that is portable and convenient for every class of people makes Nestle competitive in the market. People need to drink about 1.5 liters of water every day; this means that every intake that a person consumes should contain water contents. However, as Barlow (2009) explains, water is becoming a global crisis as people try to meet their demands for this scarcity resource. Foods and beverages contain water elements, but the water people take from food is not adequate to maintain the water balance in the body. Nestle waters' tries to put up with the international hygiene standards. For instance, based on the European Food Safety Authority recommendation of 2010 that water intake should be predominantly through the consumption of drinking water and beverages, which contributes to about 80%, Nestle has tried to ensure that its products are suitable for consumption because they are hygienic and meet quality standards recommended by the international safety standards. Since the needs of consumers change almost daily, Nestle continues to identify more effective improvement opportunities in every operation to ensure that its products meet the standard and expectations that consumers want. Being delight to the customers means that the company works towards improving their standards to meet the expectations of consumers. Nestle understands the need to listen to the customers' needs and what they value (Nestle, 2016). Meeting the expectations of consumers involves interpreting the consumer behavior to understand what they really value. Through this, the company is able to make products that satisfy their needs. Nestle understands that it is essential to serve the customers with the best possible means to achieve an ultimate consumer satisfaction.

Nestle Waters' company is the leading heal...