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    Case Study

    Nestlé Purina: The global website challenge (A)

    By Carlos Cordon and Lisa Simone Duke
    8 pages
    November 2017
    Order this case study
    Reference: IMD-7-1853

    In early 2015, Nestlé’s Purina pet food operation undertook an assessment of its digital footprint across Europe, Middle East & Africa (EMENA). The results revealed that Purina had more than 500 websites across 15 food brands. Site development and refreshes were costly in both financial and time resources. While the sites were driving traffic, only a handful were generating what was considered to be a satisfactory level of monthly traffic. Many master websites were being strongly adapted locally and this added to the complexity. Standardization was needed to reduce time and resources, ensuring good value. Standardization was, however, a minefield with creative control being one of the last bastions of local marketing autonomy. This case describes how the standardization challenge was met and handled resulting in a successful roll out.

    Learning Objective
    • To illustrate the globalized nature of website development.
    Keywords
    Operation, Web, Social Media, Standardization, Centralization
    Settings
    Nestlé Purina Petcare, Consumer Goods, Pet Food
    2015-2016
    Type
    Field Research
    Copyright
    © 2017
    Available Languages
    English
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    This case study is part of a series
    • Nestlé Purina: The global website challenge (A)
    • Nestlé Purina: The global website challenge (B)
    This case study is part of a series
    • Nestlé Purina: The global website challenge (A)
    • Nestlé Purina: The global website challenge (B)
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    All case studies
    Nestlé Purina: The global website challenge (A)
    By Carlos Cordon and Lisa Simone Duke
    Case reference: IMD-7-1853 ©2017
    Summary
    In early 2015, Nestlé’s Purina pet food operation undertook an assessment of its digital footprint across Europe, Middle East & Africa (EMENA). The...
    Read more
    Reference IMD-7-1853
    Copyright ©2017
    Copyright owner IMD Copyright
    Organization Nestlé Purina Petcare
    Industry Consumer Goods, Pet Food
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related content
    Case Study
    Nestlé Purina: The global website challenge (B)

    In early 2015, Nestlé’s Purina pet food operation undertook an assessment of its digital footprint across Europe, Middle East & Africa (EMENA). The...

    By Carlos Cordon and Lisa Simone Duke
    Case reference: IMD-7-1854, © 2017
    Read more
    Nestlé Purina: The global website challenge (B)
    By Carlos Cordon and Lisa Simone Duke
    Case reference: IMD-7-1854 ©2017
    Summary
    In early 2015, Nestlé’s Purina pet food operation undertook an assessment of its digital footprint across Europe, Middle East & Africa (EMENA). The...
    Read more
    Reference IMD-7-1854
    Copyright ©2017
    Copyright owner IMD Copyright
    Organization Nestlé Purina Petcare
    Industry Consumer Goods, Pet Food
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related content
    Case Study
    Nestlé Purina: The global website challenge (A)

    In early 2015, Nestlé’s Purina pet food operation undertook an assessment of its digital footprint across Europe, Middle East & Africa (EMENA). The...

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    Case reference: IMD-7-1853, © 2017
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