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雀巢 BriefIntroductionLogoTheHistoryofDevelopmentBrandPositioningandProductsAdvertisementShowMarketingStrategyOrganizationManagementPART1PART2FeelingandSummaryPART3 NestléNestléwasfoundedbyHenriNestlein1867.It’stheworld'sleadingnutrition,healthandwellnesscompany.Theirmission of"GoodFood,GoodLife" istoprovideconsumerswiththebesttasting,mostnutritiouschoicesinawiderangeoffoodandbeveragecategoriesandeatingoccasions,frommorningtonight. FounderHenriNestlé,(10August1814–7July1890),wasaGermanconfectionerandfounderofNestlé,theworld'slargestfoodandbeveragecompany,aswellasoneofthemaincreatorsofcondensedmilk. HistoryNestlécantraceitsoriginsbackto1866,whenthefirstEuropeancondensedmilkfactorywasopenedinCham,Switzerland,bytheAnglo-SwissCondensedMilkCompany.Oneyearlater,HenriNestlé,atrainedpharmacist,launchedoneoftheworld’sfirstpreparedinfantcereals‘Farinelactée’inVevey,Switzerland.Thetwocompaniesmergedin1905tobecometheNestlé youknowtoday,with headquarters still basedinthe SwisstownofVevey.Weemployaround280000peopleandhavefactoriesoroperationsinalmosteverycountryintheworld.Nestlésalesfor2010werealmostCHF110bn. LogoDevelopment TheNestlélogowaslaunchedbyHenriNestléin1868onthebasisofthemeaningofhisnameinGerman,i.e.littlenest,andofhisfamilyemblem(thatyoucan seehere).Henri obtaineda15-yearFrenchpatentforhislogo in1868. Afterheretired,itwasregisteredinVeveyin1875bythenewownersofhiscompany.In1938,thetraditionalnestdesignwascombinedwiththe"Nestlé"nametoformwhatiscalledthecombinedmark.In1966thedesignwassimplified.In1988,theworminthemotherbird'sbeakwasremovedandthefledglingsbecametwoinsteadof three. Nestléhassome6,000brands,withawiderangeofproductsacrossanumberofmarkets,includingcoffee(Nescafé,Nespresso,etc.),bottledwater(Buxton,Perrier,etc.),milkshakesandotherbeverages(Nesquik,Milo,Carnation,etc.),chocolate(MilkyBar,AfterEight,andmanyothers),icecream(Häagen-Dazs,SkinnyCow,etc.),breakfastcereals(Cheerios,GoldenNuggets,Shreddies,etc.),infantfoods(nowincludingGerberproducts),performanceandhealthcarenutrition(Nesvita,PowerBar,etc.),seasonings,soupsandsauces(Maggi,Buitoni,etc.),frozenandrefrigeratedfoods(Findus,LeanCuisine,etc.),confectionery(Rowntreeproducts,Caramac,Wonkaproducts,etc.),andpetfood(Winalot,Felix).ProductsMainarticle:ListofNestlébrands CoffeeBerasRiceDrinksIceCreamMilkPowderMineralWater 雀巢咖啡(Nescafe)雀巢冰爽茶(Nestea)雀巢专业餐饮(NestleProfessional)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Dreyer‘s皇牌雪糕Movenpick雪糕美极调味品(Maggi)百福豆腐奇巧巧克力(KitKat)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://v.youku.com/v_show/id_XMzIxMjczMTg4.html MarketingStrategy1.Beingacompanydedicatedtofoodfromthebeginning.2.NestleaimistobecomegloballeaderinFoodandNutritionCompanyintheworldandsustainthatposition.3.ToachievethisvisionNestlehastwostepstofollow,firstisHighqualityandcollaboration,whichisintegralpartofanyfoodbusinesstoflourishandsecondisFocusone-businessandwebsites. 4.Nestleisdedicatedtoprovidingthebestfoodstopeoplethroughouttheirday,throughouttheirlives,throughouttheworld.5.Nestlehasarichworkingculturewhichmotivatesitsemployeestoservebesttoitscustomerswiththehelpofthevarietypresentintheirproductrange.6.Nestlehasastrongtopmanagementteamwhichrunsonstrongvaluesandprinciplesofthecompany. Webelievethatleadershipisaboutbehavior,andwerecognizethattrustisearnedoveralongperiodoftimebyconsistentlydeliveringonourpromises.Nestlébelievesthatitisonlypossibletocreatelong-termsustainablevalueforourshareholdersifourbehavior,strategiesandoperationsalsocreatevalueforthecommunitieswhereweoperate,forourbusinesspartnersandofcourse,forourconsumers.Wecallthis'creatingsharedvalue'.Management Asweallknow,ifabrandwantstobewelcomedbythepublicandhasitsownpositionintheworld,itsmustownitscharacteristicsanddistinguishfromothers.Nestlejustdoestheminpoint.Inourperspectiveofview,thesuccessofNestlecanbeconcludedtothefollowingpoints.Tostartwith,we’dliketosaythatNestlekeepsinmindthatsatisfyingtheneedofconsumersisthepriority.Inthesecondplace,Nestlekeepsonchangingandbecomingbetter.Thelastbutnottheleast,theattitudehowtoregarditsemployeesisalsoasignificantfactor.Conclusion TheEnd…Thankyouforattention!
