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 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.
- To illustrate the globalized nature of website development.
2015-2016
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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- Nestlé Purina: The global website challenge (A)
- Nestlé Purina: The global website challenge (B)
- Nestlé Purina: The global website challenge (A)
- Nestlé Purina: The global website challenge (B)
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