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THE BRAND AND HER EVOLUTION

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. The brand’s evolution in the history Why “Nestle” from a pharmacist immigrant to a multinational

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THE BRAND AND HER EVOLUTION

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  1. THE BRAND AND HER EVOLUTION Good food, good life

  2. Introduction • First world agro alimentary group • Nutrition & pleasure • The life on the good side • Not a Utopia

  3. Summary • The brand’s evolution in the history • Why “Nestle” • from a pharmacist immigrant to a multinational • The different ways implemented by Nestle for their brand, currently

  4. Why “Nestle” • Nest, mark of factory and armorial bearings • Graphic translation of the founder’s name • Values related on the: • Wellbeing • Family • Greediness

  5. From a pharmacist immigrant to a multinational

  6. 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

  7. 1905-1918 • Merged Anglo-Swiss  Condensed Milk Company • Operating factories in the US, Britain, Germany & Spain • 1914-1918: New demand for dairy product

  8. 1918-1938 • Gvt contracts dried up • Switched back to fresh milk • Improve operations • Reduce debt • 1929: Peter, Cailler, Kohler (chocolate)

  9. 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

  10. 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

  11. 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

  12. 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

  13. The different brands

  14. Thequalityfirst • 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

  15. 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…

  16. 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

  17. 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

  18. Some videos • Nestle Quik Commercial 1950s • Maurice • Butterfinger

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