Case Study

Nestlé Purina: The global website challenge (B)

8 pages
November 2017
Reference: IMD-7-1854

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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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...
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

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...
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