the brand and her evolution good food, good life
TRANSCRIPT
Introduction
• First world agro alimentary group
• Nutrition & pleasure
• The life on the good side
• Not a Utopia
Summary
1. The brand’s evolution in the history– Why “Nestle” – from a pharmacist immigrant to a
multinational
2. The different ways implemented by Nestle for their brand, currently
Why “Nestle”
• Nest, mark of factory and armorial bearings
• Graphic translation of the founder’s name
• Values related on the:– Wellbeing – Family – Greediness
1866-1905
• 1860: Henri Nestle a pharmacist
• Food for babies who was unable to breastfed
• First success was a premature infant who could not tolerate his mother’s milk or any usual substitutes
• Farine Lactée sold in much Europe
1905-1918
• Merged Anglo-Swiss Condensed Milk Company
• Operating factories in the US, Britain, Germany & Spain
• 1914-1918: New demand for dairy product
1918-1938
• Gvt contracts dried up
• Switched back to fresh milk
• Improve operations
• Reduce debt
• 1929: Peter, Cailler, Kohler (chocolate)
1938-1944
• Felt the effect
• Profit dropped : $20 million in1938 to $6 million
• Developing countries, Latin America
• 1937: Nescafe newest product : a staple drink of US military
1944-1975 Dynamic phase for Nestle
• 1947: Maggi (soups): Merged
• 1960: Crosse and Blackwell (preserves) In England
• 1971: – Libby (preserves) in England– Ursina-Franck (dairy product, mustard) in
Switzerland
• Shareholding in L'Oreal in 1974
1975-1991
• Food industry: Alcon laborateries
• 1985: Carnation (animal food) in the US
• 1986: Hertha (pork butchery) in Germany
• 1988: – Buitoni-peregina (produced of Italian kitchen)– Rowntree (chocolate) in England
1992-2002
• 1992: The Perrier Water in France
• 1998: Water san Pellegrino in Italy
• 2001: Ralston Purina (feeding stuff)
• 2002: Dreyer’s (ices) In the US
The quality first • Since 2006, a new organisation in France to
ensure the quality and satisfy the consumer
• Includes « Food Safety Management » and « Wellness in action »
• Gives the image of a healthy brand, good for people
• A citizen company
The strength of Nestlé: Marketing and communication
• They are close to the consumer, so they can understand their market
• Products for a large target : from high quality to hard-discount
• Available in all supermarkets, it’s the brand of simplicity
• Interactivity with the consumers : polls on internet, phone conversations…
The communication
• A powerful advertising group
• Internet, TV, photos in magasines, to build a strong image of the brand
• Use their long experience in food manufacturing to get the consumer’s trust
The success of Nestlé, the omnipresent brand
• 75,7 billions $ of profit the past year
• A brand almost covering the whole world, from Brazil to Yemen
• More than 50 branches for food manufacturing
Some videos
• Nestle Quik Commercial 1950s
• Maurice
• Butterfinger