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1、雀巢,Brief Introduction,Logo,The History of Development,Brand Positioning and Products,Advertisement Show,Marketing Strategy,Organization Management,PART 1,PART 2,Feeling and Summary,PART 3,Nestl,Nestl was founded by Henri Nestle in 1867.Its the worlds leading nutrition, health and wellness company. T
2、heir missionof Good Food, Good Lifeis 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.,Founder,Henri Nestl, (10 August 1814 7 July 1890), was a German confectioner and founder of Nestl, th
3、e worlds largest food and beverage company, as well as one of the main creators of condensed milk.,History,Nestl can trace its origins back to 1866, when the first European condensed milk factory was opened in Cham, Switzerland, by the Anglo-Swiss Condensed Milk Company. One year later, Henri Nestl,
4、 a trained pharmacist, launched one of the worlds first prepared infant cereals Farine lacte in Vevey, Switzerland. The two companies merged in 1905 to become the Nestlyou know today, withheadquartersstillbased in theSwiss town of Vevey. We employ around 280 000 people and have factories or operatio
5、ns in almost every country in the world. Nestl sales for 2010 were almost CHF 110 bn.,Logo,Development,The Nestl logo was launched by Henri Nestl in 1868 on the basis of the meaning of his name in German, i.e. little nest, and of his family emblem (that you cansee here).,Henriobtained a 15-year Fren
6、ch patent for his logoin 1868. After he retired, it was registered in Vevey in 1875 by the new owners of his company.,In 1938, the traditional nest design was combined with the Nestl name to form what is called the combined mark.,In 1966 the design was simplified.,In 1988, the worm in the mother bir
7、ds beak was removed and the fledglings became two instead ofthree.,Nestl has some 6,000 brands,with a wide range of products across a number of markets, including coffee (Nescaf, Nespresso, etc.), bottled water (Buxton, Perrier, etc.), milkshakes and other beverages (Nesquik, Milo, Carnation, etc.),
8、 chocolate (Milky Bar, After Eight, and many others), ice cream (Hagen-Dazs, Skinny Cow, etc.), breakfast cereals (Cheerios, Golden Nuggets, Shreddies, etc.), infant foods (now including Gerber products), performance and healthcare nutrition (Nesvita, PowerBar, etc.), seasonings, soups and sauces (M
9、aggi, Buitoni, etc.), frozen and refrigerated foods (Findus, Lean Cuisine, etc.), confectionery (Rowntree products, Caramac, Wonka products, etc.), and pet food (Winalot, Felix).,Products,Main article: List of Nestl brands,Coffee,Beras Rice,Drinks,Ice Cream,Milk Powder,Mineral Water,雀巢咖啡(Nescafe) 雀巢
10、冰爽茶(Nestea) 雀巢专业餐饮(Nestle Professional) 雀巢能恩奶粉 雀巢佳膳营养品(Nutren) Gerber婴儿食品(Gerber) 克宁奶粉(Klim) 三花淡奶(Carnation) 鷹嘜煉奶(Eagle) 毕雷矿泉水(Perrier) 雀巢冰激凌 Dreyers皇牌雪糕 Movenpick雪糕 美极调味品(Maggi) 百福豆腐 奇巧巧克力(Kit Kat) 甘脆朱古力(Crunch) 喜跃宠物食品(Friskies) 爱宝宠物食品(Alpo) 普瑞纳宠物食品(Purina) 宝路糖果(Polo) 美禄|雀巢美禄(Milo) 聪明豆(Smarties) 欧莱
11、雅26.4%股份第2大股东 雀巢营养 五羊冰激凌 太太乐80% 豪吉 雀巢水业集团拥有72个瓶装水品牌全球最大的瓶装水供应商 银鹭 徐福记,Brands,http:/ Strategy,1.Being a company dedicated to food from the beginning.,2.Nestle aim is to become global leader in Food and Nutrition Company in the world and sustain that position.,3.To achieve this vision Nestle has two s
12、teps to follow, first is High quality and collaboration, which is integral part of any food business to flourish and second is Focus on e-business and websites.,4.Nestle is dedicated to providing the best foods to people throughout their day, throughout their lives, throughout the world.,5.Nestle ha
13、s a rich working culture which motivates its employees to serve best to its customers with the help of the variety present in their product range.,6.Nestle has a strong top management team which runs on strong values and principles of the company.,We believe that leadership is about behavior, and we
14、 recognize that trust is earned over a long period of time by consistently delivering on our promises. Nestl believes that it is only possible to create long-term sustainable value for our shareholders if our behavior, strategies and operations also create value for the communities where we operate,
15、 for our business partners and of course, for our consumers. We call this creating shared value.,Management,As we all know, if a brand wants to be welcomed by the public and has its own position in the world, its must own its characteristics and distinguish from others. Nestle just does them in poin
16、t. In our perspective of view, the success of Nestle can be concluded to the following points. To start with, wed like to say that Nestle keeps in mind that satisfying the need of consumers is the priority. In the second place, Nestle keeps on changing and becoming better. The last but not the least, the attitude how to regard its employees is also a significant factor.,
