Analysis of the Eight Most Valuable Swiss Brands in the FMCG Industry: How do they use social media?

AND

SOCIAL MEDIA

December 2010

FMCG

*Interbrand
(2009)

1

Analysis of the eight most valuable
Swiss brands* in the FMCG industry:
How do they use social media?

TABLE OF CONTENTS
An
introduction to Social Media in the FMCG industry..........................pag. 3

Best and worst practices.....pag. 20

Methodology...........................................pag. 4

Conclusions...............................pag. 21
Nescafè......................................................pag. 5-­‐6 Nestlè.........................................................pag. 7-­‐8 Lindt...........................................................pag. 9-­‐10 Nespresso.................................................pag. 11-­‐12 Migros........................................................pag. 13-­‐14 Coop............................................................pag. 15-­‐16 Ricola..........................................................pag. 17

2

Ovomaltine...............................................pag. 18-­‐19

An introduction to social media in the FMCG industry
FMCG
(fast moving consumer goods) is a category of products characterized by