Nestle India is reviewing its mammoth media business. The last such review was seen from the company in 2005 according to industry sources. Industry sources peg Nestle India’s media spends in the vicinity of Rs 150 crore to Rs 180 crore.
The review process is expected to begin next week. At present, Nestle is in conversation only with agencies that are aligned with it globally. Consequently, the agencies in the pitch are Maxus and MediaCom apart from the incumbent ZenithOptimedia.
Nestle’s business in India is across various categories including milk products and nutrition, beverages, prepared dishes and cooking aids, chocolates and confectionary, vending and food services amongst others. In various categories, Nestle brands such as Nestle, Maggi, Nescafe, Munch, Kit Kat, Polo and others are amongst category leaders.
The company has faced competition from the likes of Unilever, GSK and ITC in the last two years for some of its strongest categories. The review is also seen as a step to further augment Nestle’s communication strategy in the changed competitive environment.