《雀巢品牌全球化》PPT课件

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1、BrandGlobalizationStrategyofNestléBrandGlobalizationBrandStrategyGlobalizationBrandStrategyBrandStrategyGlobalizationBrandStrategyBrandGlobalizationBrandStrategyGlobalizationBrand1.Whatisbrandglobalization?2.HowdoesNescafeglobalizetheirbrand?2.1Companyreview2.2.Productreview2.3.Adve

2、rtiseonNescafe2.4.Highsalesbutlowprofiit2.5Takeoverothercompanies2.6.Improveworkingenvironment2.7.Getthings"online"3.Summary4.SuggestionsforChinaenterprises味道好极了“味道好极了”makethousandsofpeopleinChinaknowaboutNescafeIsnowafamoustrademarkintheworldfoodindustryWorld'smostwell-knownmultina

3、tionalcompanies.NextBrandGlobalizationStrategyNestléNestléOFNestléToThinkGloballyToActLocally思考全球化，行动当地化Whatisbrandglobalization？NestléTheenterprisesintheglobalmarketingactivities,establishtheirownbrandpositioningimage,andachieveaglobalgoal.Globalbrandstrategydoesnotmeanstheglobalma

4、rketisusingaunifiedstrategyordifferentiationstrategy,butitistheglobalbrandstrategybasedontheglobalmarkettodeveloptheirownbrand,thusbecomingtheoneoftheworld'swell-knownbrands.Enterpriseshouldhavethestrategicvisiononaglobalscale,byvirtueofthepoweroftheoverseasmarket,strivetoexpandthec

5、overageofourenterprisetoenableitbecomeaworld-renownedbrand,itcanbeusingtransnationalstrategyindifferentcountries.Whatisthestrategy？1）Thesameproduction,differentadvertisement.2）Thesameproductforthewholemarket3）Productionbasewithoutnationlimited，employthenationpeopleandcontributetoloc

6、al.LetusintroduceNestle’sglobalstategyBrandglobalizationistolaunchaglobalbrandenterpriseintheactivitiesoftransnationalproductionandmanagement,andtheprocessofoccupationoftheworldmarket.Theydonotonlyusetheirownresourcesandmarkets,butalsouseforeignresourcesandmarkets,fortheirproduction

7、,organizationandinternationalmarketingactivities.雀巢公司及雀巢咖啡发展史Wasfoundedin1866byHenriNestléandistodaytheworld'sbiggestfoodandbeveragecompany.ThehistoryofNestlé×←→雀巢公司发展史ThehistoryofNestlébeganinSwitzerlandin1867whenHenriNestlélaunchedhisproductFarineLactéeNestlé,anutritiousgruelforch

8、ildren.Thehistoryof