Professional Documents
Culture Documents
OF NESTLE AS A BRAND
Presented by
Raj:1226115103
Prasad:1226115109
Venu:1226115122
Sneha:1226115126
Rakshit:1226115133
Amulya:1226115142
Topics Covered
History
Company Philosophy
Product/Service Features
Pricing & Distribution Strategy
Brand Communication
Evolution Of Advertising
Brand Identity
Brand Strengths & Limitations
History
Company : Nestl Group (1905)
Anglo-Swiss Condensed Milk Company
Merge
Henri Nestl Company
HQ : Vevey, Switzerland
Build up a brand with the help of a logo
Brand Rank
56
Brand Value
$8708 million
Core Business
Nutrition
Presence
130 Countries
Company Philosophy
Mission : "Good Food, Good Life
Provide the best tasting, most nutritious
choice
Vision : To be a leading, competitive,
Nutrition, Health & Wellness Company
Organizational Structure is flat
Embraces
Fairness ideas of
Honesty
Concern for society
Social & Cultural
diversity
Nestle Products
More than 2,000 brands, from global icons
to local favourites
Baby Food
Dairy
Bottled Water
Drinks
Cereal
Chocolates &
Confectionaries
Ice creams
Coffee
Pet care
Weight Management
group
Also targets bottom of the pyramid
Change in economic times
Reduced quantity instead of price
Distribution Strategy
Nestle follows the FMCG strategy of
C&F Agent
Manufacturi
ng
Distributor
s
Retailers
Bulk Buyers
Consumer
s
Consumer
Brand Communication
Noise
Source
(Encoding)
-McCann
World
Group
Messages
Bas do minute
We miss you
Maggi
Taste bhi
health bhi
FeedbackInteractivity
Ask Nestle
Social Media
Communicatio
n Channels
TV
Radio
Internet
Sponsoring
Receiver
(Decodin
g)-IMC
Intrinsic
Retail
Online
Company
Created
Ad Campaign
Brand-Maggi
Unexpected
Competitor
s Ads
Word
Mouth
Customer
Initiative
Evolution in advertising
1980s
Early
1990s
Mummy, Im hungry
(Wait for 2-minute)
Late
1990s
2000s
Evolution in advertising
2009
2012
High
Low
Involvement
Informational
Transformational
(Negative)
(Positive)
High
Low
Involvement
Informational
Transformational
(Negative)
(Positive)
Competitors
Nestle Maggi
ITC- Yippee
Nissin - Top
Ramen
Knorr Soupy
Noodles
Brand Identity
Core Identity
Product Scope
Product
Attributes
Use Occasion
Extended
Core Identity
Slogans
Loyal Users
Sub brands
Endorsers
Value
Proposition
Functional
Benefits
Emotional
Benefits
Limitation
References
http://www.nestle.com/aboutus/history/logo-evolution-Company History
http://www.nestle.com/investors/corporate-governance/businessprinciples-
Company Philosophy
http://www.nestle.it/asset-
library/documents/pdf_nostri_report/12_theworldofnestle.pdf-Company
Philosophy
https://iterativepath.wordpress.com/2009/03/12/multi-price-point-strategy-from-
nestles-playbook/-Pricing
http://marketingmixx.com/marketing-basics/marketing-mix/150-nestle-marketing-
mix.html-Pricing
http://www.marketing91.com/marketing-mix-nestle/-Distribution
http://www.slideshare.net/alishajain342/brand-communication-strategy-of-
nestles-maggi-Brand Communication.
http://www.nestle.com/asset-
library/Documents/Library/Documents/About_Us/Communication-Principles.pdfBrand Communication.
http://studymoose.com/marketing-strategy-of-nestle-essay
http://www.nicolearena.com/files/Nestle-Nescafe-Project-Final-Global-
Marketing.pdf-Advertising
http://articles.economictimes.indiatimes.com/2015-12-
15/news/69062086_1_maggi-nestle-india-rda