What is the Nestle Waters North America US Marketing Budget?
Nestle spends the majority of its retail brand money on trade marketing (i.e., slotting fees and lowering prices for volume buyers like Wal-mart, Sam’s Club, Costco, etc. If they are promoting in a classical retail promotion manner, they are not very visible. One of its competitors, DS Waters (Kelso & Co.-owned) spends very modestly, which is down from modest when Kelso bought the company from Danone Group. An educated guess from an ex-agency of DS Waters would be that Nestle spends far less than $5 million per year, with the majority on spot promotion. This does not include trade spending or coupon redemption.
