1. How does "Get Set, Go Free" use additional promotional tools such as coupons, premiums, or free samples to help create consumer interest in Nestl products? 2. How does "Get Set, Go Free" help Nestl promote its core value of nutrition, health, and fitness? 3. Will a promotion such as "Get Set, Go Free" long-term interest in the company's products? 4. How could Nestl utilize social networking in this promotion? How could the marketing team improve its efforts in this area? 5. How could Nestl take advantage of this program in its public relations efforts? 6. If you worked for an international competitor of Nestl, what types of promotions would you develop that would be based on health, nutrition, and fitness? Or, would you run sucha promotion? Why or why not?

Part VI: International Promotion and Personal Song CASE 14 III Nestl, S.A. Recently, international marketing giant Nestl, S.A., offered a cross-category consumer promotion entitled "Get Set, Go Free." The promotion was greeted with a great deal of consumer interest and excitement Nestl, a global marketing giant, has its home office in Switzerland. It offers approximately 10,000 different products, in 130 countries. Popular brands such as Nestl, Nestea, Dreyer's, Kit Kat, Nesquik, CoffeeMate, and Pure Life are marketed by the company internationally. The "Get Set, Go Free" promotion was specifically aimed at consumers in the United Kingdom and Ireland." The promotion allowed consumers to try a range of activities free of charge. "Get Set, Go Free" is part of a 3 million marketing campaign that runs across many of the company's products including confectionery singles and multipacks, cereals, chocolate cookies, Nesquik powders, and Pure Life water. To participate, the consumer purchases select products and collects "activity points that are included on the inside of packaging of these products. The consumer then saves the points and redeems them through a website in exchange for a voucher for the desired activity. The activity is then offered free to the consumer courtesy of Nestl. Thirty-seven different activities were offered for consumers during the latest version of the promotion Activities ranged from martial arts, to dancing, swimming, and even paintballing. The company reported that between 2006 and 2011 1.6 million activity sessions were given away free of charge through the promotion Obesity is a major problem for many consumers worldwide. Estimates reveal that as many as 17% of males and 21% of females in the United Kingdom are obese." Obesity is also on the rise in treland. One Irish study noted that fully 41% of men over the age of filty do not regularly exercise and that nearly 20% of men over the age of twenty-five watch between sixteen and twenty hours of television per week. Health concerns also exist for children in the region. Estimates reveal that almost three quarters of children do not get at least Sixty minutes of daily activity outside of school. Statistics also indicate that a large percentage of school-aged kids watch TV or play nonactive video games before school, and as little as 22% participate in exercise after their evening meal. Many international food and beverage marketers have developed promotions aimed improving consumer health and exercise routines, and Nestl leads with these efforts. "Get Set, Go Free" promotion works well within Nestle's overall focus on helping families become more active." The promotion was reportedly one of the largest on-pack promotions in the United Kingdom and Ireland. As such, it provides a good example of how promotions can be utilized to stimulate consumer interest while helping the firm achieve its core values and bring good food and good life to consumers." International marketers have much to gain by offering promotions such as these across national boundaries. The promotions help to generate consumer excitement and immediate sales and help firms to achieve other corporate mission elements The success of the "Get Set, Go Free" promotion helps Nestl maintain its position as a worldwide leader in health, nutrition, and fitness Nestla Nesquit The Nestl "Get Set, Go Free" promotion was specifically aimed at consumers in the United Kingdom and Ireland