Fitness by Nestle marketing strategy

The Nestle Fitness brand strategy communicates on the body benefits of eating its cereals. It doesn’t market ingredients or nutritional information but prefer to advertise the obtained positive results. The target market is young women who are trying to achieve their fitness goals. They care about their personal appearances.

Nestle Fitness differentiates itself by offering a magazine with articles on shape, fashion, seasonal food and fashion specialties, food recipes and beauty information. It has a website you can log in to track your fitness goals, and it includes a work out program you can follow. There is also nutritional education on the website that is intended to guide you through healthy eating for the rest of the day.

The brand loyalty is strong because Fitness brand proposes its customers to download discount coupons that can be used in stores in order to attract them. It is also possible to register to a newsletter and to share advices with other women on a forum. They have the feeling to belong to a community and find help for reaching their fitness goal. Moreover, it is possible to find support everywhere thanks to the Nestle Fitness app available on smartphones.

Here is a sample of meal plan proposed on the brand website. As Special K, cereals can be eaten at every moment and it is not only consumed during breakfast. 

In terms of range, Nestle tends to more and more diversify its products, competing with Special K. For example, it launched new products such as yoghurts for mixing with cereals, low fat beverages, snacks etc.

Fitness launched a still water-based beverage with 20% fruit juice, enriched with active fibres, magnesium, and having a low calorie content. It is produced and distributed by Sanpellegrino and has been awarded the Product of the year prize in 2009, within the “Functional beverages” category.