stretagic markeeting of nestle brand
TRANSCRIPT
Group members:
Muhammad Nadeem Akhtar
Jamshaid Ali
Muhammad Shahzaib
Karman Ali
Saba Rafiq
Sonia shafi
Hafiza Tayiba Rani
Introduction: ‘‘Nestle’’ is a German
word which means ‘‘ little nest’’ which is their trademark.
Their trademark of bird’s in nest is derived from Henry's personal coat of arms.
Nestle is the world’s largest and leading food , nutrition
health and wellness company.
Head quarter in veve , Switzerland.
According to World's Most Admired Companies nestle got
36th position(ranking) in 2017.
Nestlé has 447 factories in 86 countries around the
world.
Nestlé have about 333 000 employees and sell their
products in 196 countries.
HISTORY Henri Nestle establish the company Nestle in 1867 in
Switzerland (Vevey HQ).
He was trained pharmacist , who made an attempt to develop an alternative source of infant nutrition.
His first product was lactogen formula for infant by the name ‘‘Farine Lactee”.
He created the first milk and cereal based infant food ‘‘Farine Lactee”.
Farine Lactee:
In 1867In august 1867, Anglo-Swiss
condensed Milk company was
established
In 1904 Both companies participated in the creation and development of Swiss chocolate and nestle marketing the first chocolate –milk nestle.
In 1905The companies merged to become the nestle and Anglo - Swiss condensed milk company and retaining that name until 1947
In 1988 acquisition of Rowntree
Their product:
HISTORY
1990Cereal partners Worldwide
Nestle Pakistan Ltd. Is registered on Karachi and Lahore stock exchanges
Established its first production unit in 1988 in Sheikhupura named as Nestle Milkpak Limited. Now “Nestle Pakistan Ltd.
Headquarter in Lahore.
Multi product Factories in Sheikhupura, Kabirwala , Karachi
Water factories: Islamabad,Karachi Sheikhupura, khanewal.
Nestle in Pakistan:
PRODUCTS OF NESTLE:Baby foods.
Bottled water.
Chocolate & confectionery.
Culinary, chilled & frozen food.
Drinks.
Food service.
Healthcare nutrition.
Ice cream.
Sports nutrition
Pet care
Wealth management
Dairy
Nestle Baby Food:
Baby Food Products:NESTLÉ® GOOD START® Stage 3
Toddler Transition
Maternal Pre-natal vitamins
NESTLÉ® GOOD START® Infant Formula
NESTLÉ GERBER® Snacks & Meals
NESTLÉ GERBER® Baby Cereal
STRENGTHS: BRAND NAME
PRODUCT INNOVATION
RESERCH & DEVELOPMENT
well-established relationships with powerful brands, including:
Coca-Cola,
Colgate Palmolive & General Mills.
LOW COST
Large work force
Brand equity
Flexible prices
WEAKNESS:
Maggi Controversy
Brand Structure
Legal & consumer issues
Criticism over high water usage
OPPORTUNITY:
Demand for healthier food products.
High work force (changes in life style)
Strong R & D
Brand sale channel
Building partnership
THREATS:
Competition in the market
Buyers power
Changing trend
Raising prices of Raw material
Contamination
4PsProduct
Price
Place
promotion
Product: There are 4 different strategic business units within
Nestle which are used to manage various food product.
1. Beverages
2. Milk and milk products
3. Prepared dishes and cooking aids
4. chocolates
Beverages:
Milk & Milk products:
Prepared dishes and cooking aids
Chocolates:
Price:
Flexible prices
Affordable prices for All consumers
Bulk purchase discount
Seasonal price variation
Promotion: Advertisement through electronic media.
Advertisement through print media.
(along with their trademark)
Through attractive offers
Nescafe tune
By their tag lines Eg.
Good food good life
Start healthy stay halthy (baby products)
Take a break (kit Kat)
Place:
Nestle products have their main business in Europe from
where they get almost 90% of the sales and revenues.
Nestle is running globally .
Factories in 86 countries
Product sale in 196 countries
Good food , Good life
Mission Statement:
“ Is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night.”
Vision Statement:
Nestlé's aim is to meet the various needs of the consumer everyday by marketing and selling foods of a consistently high quality.