1.

0 INTRODUCTION

Branding sponsorship is one of the tools used by the company to help them positioning their
product to the market segment the company required. Brand sponsorship is a marketing
strategy in which a brand is supporting an event, activity, person or organization. Everywhere go
it can witness sponsorship investments, music festival, football games, beneficial events
Sponsorship allows big, medium and small brands to partner with other companies as well as
event agencies in order to generate a relationship that aims to economically gratify both the
sponsor.

In the landscape of branding sponsorship, it can be done in event mode. A sponsorship

package is an agreement that implies the support of an event or an activity by an external
brand. It is pretty common to think of a sponsorship package as a contract established between
an event organizer and a sponsor. Below discuss on the benefit will retrieved through the brand
sponsorship.

 Increase brand awareness or visibility

Whether the company a newborn brand or a well established, the sponsoring is an
activity that can help to gain awareness or increase the visibility addressing a broader
target.
 Increase the sales or acquire customers
This is the ultimate goal for every business. Getting to the top of the mind of new or
existing customers not only increase awareness but can also directly drive sales,
according to how the sponsorship is coherent with your marketing plan.
 Gain publicity
With a startup that get to be the sponsor of an important event or sport club , seems like
a natural consequence that media will talk about this. Furthermore, people will share
news on social networks. As a result, the company can gain good exposure and that all
this for free.
 Differentiate from the competition
It will make the company in a very competitive and profit shrinking market, being the
sponsor of a big event or organization can give the company chance to stand out as a
leader in field

As concluded that in this chapter highlighted that using the brand sponsorship will help in term
of brand awareness of the company itself.

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2.0 NESTLE MALAYSIA BRAND POSITIONING

Nestle Malaysia used their brand positioning focus on the benefits to their customer in the
meantime maintain their values and beliefs to ensure their customers lifestyle in healthy. Nestle
Malaysia committed to make a difference in communities in which they operate through the
following key areas:

 Individuals and Families

To nurture healthier and happier lives

 Our Communities
To develop thriving, resilient communities

 The Planet
To steward resources for future generations

Nestle believe and understanding that consumers today expect more from them which is to
ensure that their business operations are in line with their purpose of enhancing the quality of
life of Malaysian families and contributing to their healthier future. They also continue to be
guided by their values, which are deeply rooted in respect for the community, Nestle Malaysia
people and their families as well as to a sustainable future.

Last but not least, Nestle Malaysia highlighted and positioning their brand into providing the
good products in the same time it is healthier and trusted. Nestle products have grown
alongside generations of Malaysians for the past 106 years, with many of them becoming
household names. Nestle proud to have established such a strong and trusted reputation
amongst Malaysian consumers, both young and old. Therefore, Nestle build the sponsorship
with others to emphasize their values and belief to their customers. It will be discuss on the next
topic under brand sponsorship. At Nestle, they believe the best way to guarantee long term
sustainable value creation is through a balanced pursuit of growth, profitability and capital
efficiency. Growth is the primary driver of value creation. At the same time, they would like to
pursue efficiency and profitable growth because they recognize that their competitiveness is
what ensures their sustainability. They also disciplined in their capital allocation and committed
to increasing shareholder returns, while investing for the long term and Creating Shared Value.

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3.0 NESTLE MALAYSIA BRAND NAME SELECTION

Nestle Malaysia using their own brand name to promote their products. Nestle Malaysia used
their logo and tagline as their trademark. Nestle tagline or slogan is Good Food, Good Life. It
presents that their organization focus on the healthy products for the customers who buy and
used their products. The organization such as Nestle want their product sustain in short term
and long term vision. They want to be a part of organization fighting to enhance the consumer’s
quality of life and contribute to a healthier future.

3.0 NESTLÉ MALAYSIA BRAND SPONSORSHIP

As known that Nestle Malaysia is the largest food and beverage manufacturer in Malaysia who
aims to provide their customer life in healthy and happier as a family. Therefore, Nestle
Malaysia provides the plan in term of help their customer’s life valuable. To make it reality,
Nestle Malaysia build partnership and engagement with Federation of Malaysian Manufacturers
(FMM) regarding of the issue facing about food manufacturing related proposals, legislation and
guidelines. On a broader scale, Nestle also share their expertise on Halal industry matters and
provide counsel on key areas such as responsible marketing to children and nutrition labeling.

Nestle is committed on providing the healthier lifestyle to their customer. Therefore, Nestle has
been involved with the society activities in order to help people to live in the healthy environment
with having the good food and the good life. Nestle collaborate with the Ministry of Education
Malaysia (MOE), under the 1Murid 1Sukan (1Student 1Sport) initiative, MILO launched
ActivJam Senamrobik, the first national level aerobic contest with the aim of providing school-
goers with a platform to stay active and healthy. The ActivJam Senamrobik successfully
engaged more than three million schoolchildren and through this initiative, students learnt fun
and simple ways to stay active. Nestle also do the MILO Malaysia Breakfast Day and Breakfast
Distribution Donation. It focuses on raise awareness on the importance of breakfast as a key
source of nutrients and energy. The event also encourages Malaysians to lead more active
lifestyles.

In another way to help the people in health, Nestle supporting the Malaysian Healthy Plate
Campaign which know as “Suku – Suku Separuh”. In this campaign, Ministry of Health Malaysia
in 2017, aims to educate the public on the importance of a balanced diet. Promoting the concept
of “Quarter-Quarter-Half” or “Suku-Suku Separuh”, this campaign illustrates the
recommendations of the food pyramid and Malaysian Dietary Guidelines through simple visuals.

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Therefore, Nestle take this initiative to introduce the Healthy Plate model in their NESTLÉ FOR
HEALTHIER KIDS teaching modules. Additionally, through MILO Malaysia Breakfast Day in
2018, Nestle once again educated Malaysians of all ages on using the Healthy Plate model to
plan a healthy and balanced breakfast. On top of this, participants of the MAGGI Secondary
School Cooking Competition were taught about the Healthy Plate Campaign throughout the
competition and were encouraged to cook and present their dishes following this model.

In 2018, Nestle returns as sponsor for the fourth consecutive year with #AnakAnak Malaysia
Walk 2018. Through this sponsors of this event will promotes sports and unity. In the same time
it also believe that sports is a great teacher and this event aligns with Nestle belief that sports
spring good values in Malaysians. Nestle’s AktifNegaraku initiative, the focus of the mission is to
get five million Malaysians to get active as it is one of our long term visions. #AnakAnak
Malaysia Walk is collaboration between Malaysia’s well known property developer Eco World
Development Group Bhd and Star Media Group. This movement brings together a spectrum of
grassroots sports platforms that MILO supports, including the MILO Champions Clinic, MILO
ActivJam Senamrobik, and MILO Malaysia Breakfast Day, under a single banner that will create
a multitude of opportunities for Malaysians to get moving and start living an active lifestyle.

Nestle flagship programme, NESTLÉ FOR HEALTHIER KIDS was launched in 2010 as an
educational programme in collaboration with the Ministry of Education Malaysia and Nutrition
Society of Malaysia. The programme aims to improve nutrition knowledge and promote active
lifestyles among schoolchildren aged 7 to 12 years. In 2018, Nestle committed to extended the
programme to schools throughout Peninsular Malaysia, benefiting close to 20,000 school
children. In 2018, 11,296 young Malaysians participated in the 13th edition of the annual
Karnival Futsal MILO Hidup Bola. This initiative encourages youth’s sports participation and
helps pave the way for future national futsal and football players.

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4.0 NESTLÉ MALAYSIA BRAND DEVELOPMENT

Under this topic of brand development, Nestle have a lot of products which can be categorized
under the category food or beverages. For line extension which is focus more on in addition to a
current offering product. For example, Nestle Malaysia always highlight on healthy food and
lifestyle. Therefore, Nestle come out with innovation through their existing products such as
MILO. Nestle come out with MILO less sugar. This new MILO product have less 25% of sugar
from the existing MILO beverages which to commit on healthy lifestyle. With this kind of
innovation, it brings Nestle Malaysia to another level in promoting their products to local and
global. Nestle also have the multiple brand in term of persuade the customer used their brand
which focus and concern on healthier lifestyle.

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5.0 CONCLUSION

Branding is a tool of communication about the products or services. It will show the different
between the organization and other competitors. People will trust and loyal to the brands giving
the good personality, image and be a high quality products or services. Nestle have clear brand
positioning for their products or services through their customers. As the example highlight
above discuss how Nestle have a good and clear mission to become the organization focus and
concern on the healthy food and healthy lifestyle for their consumers. For example, Nestle bring
their existing products such as MILO to another level where with their beverages will have the
healthy concern. Nestle produced MILO with less sugar in term of bringing the healthy lifestyle
when using their products. Nestle has become one of the organization have strong brand and
loyalty customers. In short, the strong brands also can get higher returns on investments. Brand
decisions known as the decisions that one makes about a certain brand that are building or
promoting. Therefore, Nestle has been choosing to highlight their values and belief and what
they really want the customer understand on their mission and vision. They believe that is their
responsibility to produce the good foods and beverages for their customers. Therefore, Nestle
collaborate with Minister Department and struggle to provide the Halal foods to consume for all
the people. This is how Nestle look forward their strategies to keep sustain and maintain in the
food and beverages industry. Creating Shared Value is fundamental to how Nestle do business.
They believe that their company will only be successful for the long term by creating value for
both our shareholders and for society. Business benefits and positive societal impact are
mutually reinforcing. In practical terms, Nestle products must provide a nutritional benefit to the
consumer. They must also contribute to the development of the local communities where they
operate and protect the environment for future generations through the practice of resource
stewardship.

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Reference

Dumais, F. (2015, November 16). 6 Sponsorship Strategies that Brands can Leverage.
Retrieved February 26, 2020, from Elevent: https://elevent.co/blogs/sponsorship/77259399-6-
sponsorship-strategies

Nestle. (2020). Nestle. Retrieved february 26, 2020, from nestle: https://www.nestle.com.my/

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