Nestlé and Infant Formula: Revisiting a Dilemma

In this case; the protagonist; one of the top marketing managers at Nestlé S.A. (Nestlé) responsible for marketing the company’s infant formula globally; must work with the marketing team to address criticism of the company’s digital marketing strategies in developing countries regarding its infant formula product. Nestlé was no stranger to this controversy; starting in the 1970s; the company had faced heavy criticism for its infant formula marketing techniques; particularly the fact that it marketed to women who would be better off breastfeeding their children. Although the controversy had eventually died down thanks to some proactive steps Nestlé and its competitors had taken to address the issue; the World Health Organization (WHO) and the United Nations International Children's Emergency Fund (UNICEF) had recently published two reports that were highly critical of infant formula companies; including Nestlé; claiming that they "insidiously and persistently targeted" mothers in developing countries via digital marketing and promotion efforts. With the public spotlight once again on Nestlé; its marketing team; which was working with a nongovernmental organization; must wade through the complexities of the issue; weigh the value of suggested compromises; and arrive at a decision about digital marketing of infant formula that was responsible both to the company as well as to its many stakeholders.