THE BRAND AND HER EVOLUTION

Good food, good life

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

From a pharmacist immigrant to a multinational

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 different brands

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