Professional Documents
Culture Documents
STRATEGIES
Presented By:
Abhishek Raj
Amandeep Kaur
Anuj Khare
Naveen Kumar
Parul Chugh
Rohin Mathur
Shweta Bharti
Introduction
• Nestle - World’s largest consumer packaged food
company.
• Acquired Rowntree Mackintosh PLC in 1988 for £2.5
billion.
• Rowntree - World’s 4th largest manufacturer of
chocolates and confectionary products (Kit Kat, After
eight, Smarties and Rolo).
• After acquisition nestle become worlds largest
chocolate manufacturer.
• Rowntree follow one product one brand policy.
Company Background
• Mid 1860’s henry nestle innovated a product which
was meant for infant nutrition.Later in that year
production of formulae named Farine Lactee Nestle
began in Vevey and Nestle Company was formed.
• In world War 1, nestle Contracted with military of
various countries.
• In 1938 nestle discovered a soluble powder named
Nescafe that revolutionalized coffee drinking around
the world.
• Nestle Acquired
– Alimentana (1947)
– Crosse & Blackwell (1950)
– Findus (1963)
– Vittel (1969)
– Libby (1971)
– Stouffers (1973)
– L’oreal (1974)
• In Mid 1970’s financial position deteriorated.
• Between 1980-84 Nestle divested many non strategic
and unprofitable businesses for SFr 8 Billion.
• In first half of 1990’s was favorable for Nestle as
several countries dismantled their trade barriers.
• By late 1990’s Nestle has emerged as world largest
consumer packaged food company.
• World leader in various product categories (Coffee,
mineral water, beverages and chocolates)
Branding Strategy
• In 1996 - 40% of total revenue came from Product covered by
nestle Corporate Brand.
• Logo was an important part of corporate identity.
• Logo convey - Security, maternity and affection.
• Each worldwide corporate strategic brand was managed by
senior executive called - brand Champion.
• Each product was supported by one of its corporate brands - eg
– Nestle - Corporate brand
– Milo - Product Brand
– Hence the name Nestle Milo.
Layered Tasty
Smooth Wafer
Crispy
Break Snack Sharing
CBBE Model
• Resonance - Highly loyal taste loving
customers.
• Judgment - Best in class, thick chocolate
covered crispy wafer.
• Feelings - Love, warmth and sharing.
• Imagery - Trust and affection.
• Performance - Availability and tasty
chocolate.
• Salience - synonymous with having a 'break'
POP and POD’s
• POP
– Well packed
– Crispy wafer
– Milk chocolate
– Tasty
– Quantity
• POD
– Crème filled wafer
– Smooth milk chocolate
– Four finger bar
– synonymous with having a 'break’
– represent much more than just the physical
'snap' of the wafer fingers!
Brand mantra
• Emotional modifier - Love, affection and
sharing.
• Descriptive modifier - Wafer chocolate.
• Brand function - Chocolate hunger
snack (Break time snack)
Thank you