Corporate identity & Brand Building

Corporate image & Brand BuildingBy:- PREETY LATAMUKULMUKESHPRASUNNADIMWhat is corporate imageA corporate image is the overall image of a corporation or firm or business in the minds of diverse publics, such as customers and investors and employees.It was founded in 1867 by HENRI NESTLE.In 2011 it Was listed no.1 in fortune global 500 as the Worlds most profitable corporation.Ranked no.13 in FT global 2011 withmarket capitalizationof $200 million.Has 449 factories in 86 countries and employees more than 3,28,000 people.Mainly deals in chocolates,milk products, maggi, soup, sauce, coffee, tea, milkmaid, and mineral water etc.Its factories in india are in Moga (Punjab), Choladi (Tamilnadu), Nanjagud (Karnatka), Samalakaha (Haryana), Ponda (Goa) Uses the same symbols worldwide. think globally and act locallyProduct formulationvary to suit cultural differences.Each of the manufacturing centre of Nestle has obtainedISOstandard certifications:ISO14001(Environmental Management Systems),ISO 22000(Food Safety Management Systems)

It market its products in 130 countries across the world..Nestle put nutrition as the core of their business.. Basically the company started to meet the need of the milk in world war I..Henri Nestle developed a milk-based baby food and soon began marketing it . It was the first product of Nestle.

Main focus is on health and wellness..

Good Food, Good Life to All Consumers..

Corporate social responsibilityGoals met by Nestle Eradicate extreme poverty and hunger Achieve universal primary educationPromote gender equality and empower women Reduce child mortalityImprove maternal healthEnsure environmental sustainabilityDevelop global partnerships

Milking machines were provided to the farmers maintaining large dairy farms.As for social responsibility, the company says its education programs have reached 9 million people. And by changing the recipes of its foods, it has eliminated 75,000 tons of trans fat from its products, along with 15,000 tons of salt and 638,000 tons of sugars.Nestl is also the largest fortifier Of foods with vitamins and minerals Veterinary services are provided free, and medicines provided at wholesale cost Nestl India supports local schools, helps in the maintenance of public parks and green belts, facilitates blood donation camps and health awareness programs Reducing greenhouse gas (GHG) emissions from our operations by improving energy efficiency, switching to cleaner fuels The Nestl Group is one of the first companies achieving the Certification of Clean Industry for all of its factories

FORMES OF CSR ASPECTEMPLOYEE SAFELY: Nestle ensures safety for employees and the improvement in labor quality. This allows the workers to increase their knowledge and skill, which resulted in innovation. Innovation increases the companys comparative advantage in the competition. ENVIRONMENT: Nestl planted 750,000 trees in Malaysia to protect the river ecosystem as part of a reforestation project. The company also plans to reduce 5% water per1 ton of production to reduce water pollution. The above being transported to seedlings image shows forest planting areas. SOCIETY:Nestle has constantly innovating and changing their products to fulfill their customers need. Nestle plans to double number of nutrition and physical activity education around the world INDIA:Clean Drinking Water Project and Water Education Programme For Children: The project has benefited more than 17000 children and even the farmers were made aware to make proper use of water during their farming activities . PHILIPPINES:SUSTAINABLE COFFEE FARMING TRAINING PROGRAMME: It encourages farmers to plant other crops in-between rows of coffee trees,to provide Them with additional income. MALAYSIA:Contract Chilli Farming Project: Nestl provides the rural farmers with technical Support in the field of Chilli processing. 80% of the chillies produced,are purchased by Nestl which are been used in A proud farmer from MAGGIE CHILLI SAUSE. Kelantan, Malaysia Whose chillies are used In Maggie Chilli sause.

IN INDIA:Nestle Agricultural Services has used the experience gained by nestle in different Parts Of the world to set up a system of direct and Efficient contact with the farmers in India.IN PAKISTAN:Joint Venture For Driver Training: Nestle Pakistan joined hands with the National Highway and the Motorway Police(NHMP) for Drivers safety training.IN ETHIOPIA: Water Efficiency Coffee Bean :Research for water efficient Coffee bean varieties :screening for plant characteristics related to water efficiency has recently started Particularly in Ethiopia.IN SOUTH AFRICA:Ice Cream On Wheels: Nestle recognises the importance of Enterprise development to eradicate Poverty. The ice cream on Wheels initiative was laun

What the Brand Is...Brands products or firms whose names and/or logos are readily recognised and associated with particular characteristics Branding - is the process of using a name, sign, symbol or other creative element to identify a product and emphasise its position in the marketBrand name:can be achieved using a company namepromises the consumer particular benefitsconsidered by a company to be its most important intangible asset becomes paramount to a product's success Kit Kat is the UK's best-selling chocolate bar. The history of Kit Kat emphasises the importance of successfully managed brand names to the company that owns them. Nestl was prepared to pay a record price to acquire Rowntree in 1988 because of the prestigious brands in Rowntree's product portfolio. Kit Kat was an important part of the portfolio.

Internationally, Kit Kat is now also manufactured in Canada, Germany, India, Malaysia, China, Japan, Australia, South Africa and the United States. It is available in more than 100 countries throughout the World.

Promotion StrategyThe Have a Break, Have a Kit Kat theme appeared briefly in 1939, but has been the on-going Kit Kat slogan, or strapline, since the mid 1950sfree bars in the multi-bar family packs and an instant win deal with Burger King in 1996 on-pack promotion featuring The Simpsons

Kit Kat's advertising is concentrated in two media: television commercials - which follow the well-known Have a Break tradition posters - where the powerful colours of the pack and product are used to dramatise the messageA particular challenge for the advertisers is to appeal to both the consumers and the purchasersWomen account for two thirds of all confectionery sales, but a large proportion of these purchases are subsequently consumed by children

The Brand Maggi

What is the brand name that comes to your mind when you hear the word NOODLES ?

16STORY OF MAGGI 2-MINUTE NOODLESIts a Brand of instant noodle made by Nestle India Ltd.

It was founded by the Maggi family in Switzerland in the 19th century..

The Brand is popular in: -Australia -India -Malaysia -New Zealand -Singapore -South Africa17Nestle wanted to explore the potential for such an instant food among the Indian market.

Now it enjoys around 90% market share in this segment.

Over the years Maggi has launched several products under its Brand name. Nestl India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestl SA, introduced the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles product. initially priced at Rs.2.10 with a close 100% margin

The Birth in India19INITIAL STRATEGIES OF MAGGIMaggi has faced a lot of hurdles in its journey in India

The basic problem the brand faced is the Indian Psyche.

Initially Nestle tried to position the Noodles in the platform of convenience targeting the working women.

However, the sales of maggi was not picking up despite of heavy Media Advertising.

To overcome this NIL conducted a research.20(CONT.)NILs promotions positioned the noodles as a convenience product for mothers & as a fun product for children.

The noodles tagline , Fast to Cook, Good to Eat was also in keeping with this positioning.

They promoted the product further by distributing free samples, give gifts on return of empty packets ,etc.

Effective Tagline Communication.

21The 4 Ps

22MAGGI-Product mixMAGGI 2-MINUTE Noodles

MAGGI Vegetable Atta Noodles

MAGGI CUPPA MANIA

MAGGI Vegetable Multigrain Noodles 23PRODUCT LEVELS: CUSTOMER VALUE HIERARCHY

Core benefit - FAST TO COOK & GOOD TO EAT.

Basic product benefit - good taste with proper nutrition levels and good health. TASTE BHI HEALTH BHI

Expected product benefit - proper and a good package & fully packed seasoning tastemaker & affordable prices.

MAGGI-PLACEMENT

The distribution network is well spread almost everywhere in India,as it is easily available in all kirana stores, retail store etc.

Whenever, Wherever, However Connecting with Customers out of homeon the moveMaggi Fun spotsSupply in other nestle kiosksITES/BPO employees25MAGGI: PromotionSales PromotionExchange schemesPrice-off offerScratch n Win OffersMoney back offer..Sponsor school quiz..Awareness campaign..

26Advertisement

Effective Taglines

27Thank you!