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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.

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Q: What is the Nestle Waters North America US Marketing Budget?
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