Case studyPresented by:Navendu prakash 21Hitesh jadhav10 Atul bagde 02

Nestle is a Swiss multinational food and beverage company headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues.

Nestlé’s products include baby food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks.

Twenty-nine of Nestlé’s brands have annual sales of over about US$1.1 billion including Nespresso, Nescafé, Kit Kat, Smarties, Nesquik, Stouffer’s, Vittel, and Maggi.

Nestlé has 447 factories, operates in 194 countries, and employs around 333,000 people.

It is one of the main shareholders of L’Oreal, the world’s largest cosmetics company

Branding- Logo

Nestle’s logoThe ‘Nest’ was a graphical translation of Henry Nestle’s name which meant little nest.

• Logo attempted to convey security, maternity and affection

Brand portfolioCorporate strategic brandNumbers – 10Managed by- senior executive

based at nestle’s headquater.Each product brand was

supported by one of its corporate brand.

Eg. Nestle milo

Contd...World wide strategic product

brandNumbers- 45Responsibility of general

management at SBUEg. Polo was managed by

chocolate and confectionaries

Contd...Regional brand Numbers – 140Responsibility of SBU and regional

management

• Local strategic brandNumbers- 700 Important to particular countriesManaged by local market and

monitored by SBU

Branding strategyComprehensive brand positioning and

communication system to communicate. its long term vision of brand’s personality

Established minimum labelling standards to protect its brand.

Established a link between corporate communication theme and product advertising.

Established a balance between global and local brand identities.

KIT-KAT goes InternationalNestle acquired Rowntree’s brand in

1988KIT-KAT had no mention of RowntreeAdvertisements were not accepted in

European market.company decided to support ‘KIT-KAT’

with ‘Nestle’. Consumer loyalty for KIT-KAT worked

in UK where as Nestle’s name in European market.

Critically analyze Nestle’s branding strategies. The company successfully managed a large portfolio of brands across the globe. Why do u think it was so successful????

Discuss the rationale for Nestle’s double branding strategy. What problem did company face when applying the same strategy to KIT-KAT???

Why did company decide to retain the advertising slogan “have a break, have a KIT-KAT”

Thank you