Post on 13-Mar-2020
Affordable Milk
Tactically Priced Local Brands
Affordable Dairy Based Nutrition
A Global Strategic Platform
Transform our Business
FROMTACTICAL
TOSTRATEGIC
Strictly confidential for internal use only
Mexico
Argentina
CWAR
Morocco
Pakistan
Malaysia
Bangladesh
Philippines
Indonesia
Colombia
NEARCentral Am
Srilanka
Chile
Ecuador
Brazil
Algeria
Caribbean Reg
Other Brands
Thailand
Venezuela
EAR
NIDO Brand
USA
ME
Strictly confidential for internal use only
5%10%51%
Sale
s C
on
trib
uti
on
%
ValueBrand Proposition / Price
DifferentiationRight balance of functional and emotional benefits
CommodityBasic proposition
PriceTactical Pricing
Competition
Current Nestlé
Portfolio
4
Destination
Same Global strategy through local brands
Aligned brand properties
Local Adaptation and Execution
1
2
3
18% NNS
Best Practice
51% NNS
16% NNS
5% NNS
10% NNS
5
• Value added products and brands are
increasing penetration
• Consumers are becoming more health-
conscious.
Getting sick is not an option
• Rely on brands as they give more confidence
of what they are buying
Key Trends
“ Everyday I fight to keep my family on course for a better life, I fear we will fail if
I don’t make the right decisions “
• Mother of several young children determined to have a better life, who perseveres despite her family’s day to day struggle.
• She believes she can make the difference and understands the value of everyday victories.
7
Target Consumer - Life fighter mom
Mother of young children determined to have a better life, who perseveres despite her family’s day today struggle.
She believes she can make the differencein her children’s life and understands the
value of everyday life victories.
Product / Service Attributes
• Tasty Healthy Dairy Based Solutions enriched with essential micronutrients that are proven to
help solve key nutritional gaps in children.
• Accessible nutrition on a daily basis
• Nestlé Quality – Assurance
• CSV - Nutrition education
Brand Benefits
Emotional
• Empowers me to make a difference for my family’s better life.
Functional
• Filling nutritional gaps that gives my family the strength tokeep moving forward day by day.
Brand Personality
• Reassuring, knowledgeable, caring partner
CORE ESSENCE
Strengthening families for a better life
Strength that counts everyday
Your strength is what gets you out of bed in the morning to face the day.
It is so big it extends to those you love most – Your family.
Although it isn't always easy, you trust in this strength, you trust in their potential. It keeps you and your family going to make things right each and everyday.
Helping you move together, step-by-step, the essential nutrition of Nestlé Ideal, gives you and your loved ones the support day-by-day to be healthier and stronger.
So together you have the strength to move forward, to go further and live a better life.
Nestlé Ideal. Strength that counts everyday
9
Brand Logo
From Nestlé
Differentiated Colour Code
Strength Device
a
b
c
d
10
• This is the new logo for our PPP Brands, to be implemented with your local Brand.
• It consists of the shield + Nestlé + brand name + sun ray and needs to be used always under a blue background.
• The logo shape will be registered but needs local follow-up.
• The brand Logo should be used in all visual communications.
Pantone 3125 C
CMYK
83%0%21%0%
RGB
0181204
Why this blue?• Unique• Recognizable on Shelf• Related to Dairy Category• Proven to differentiate (PH case)
The Strength Device is a clear and simple reflection of key benefit, universally understood.
a
c d
• Reassurance is key for our target consumers therefore using endorsement from the corporate brand in order to leverage NESTLÉ’s food quality and trust.
• The corporate brand endorsement must appear in all communications.
• Peel Away following NIM
b
Appetite Appeal:Helps to visually explain the product and generate attraction.
Banner:Connects the product with the family and lists main Micronutrients. The prefix NUTRI is used in all product variants.
Logo:The brand name can be adapted by market. Logotype guidelines need to be followed.
Family Image:Parents or just mother with children using the strength pose to reiterate the product benefit. Picture is just for reference to be adapted with local consumers.
GUMS Affordable Milk Dairy Based Beverage Cereal Beverage NutriPack
Children driven All Family
(Affordable Nutritious dairy based)
Junior
(Affordable Gums)1 3 12
Accessible daily nutrition, to keep
the child and family strong for
a healthy life.
(Dairy-based Beverage. Formulation compliant to enriched beverages).
NUTRI DRINK
Accessible daily nutrition for my little ones, that
strengthens them since the beginning
to have a healthy life.
NUTRI JUNIOR
Accessible daily nutrition, to keep
the child and family strong for
a healthy life.(Formulation compliant to PPP milk guidelines).
NUTRI MAX
Accessible enhanced nutrition in a small serving
which can be consumed on its own or added to
food.
NUTRI PACK
Accessible daily nutrition to keep the family strong
through Flavours + a cereals beverages.
NUTRICEREAL DRINK
Strictly confidential for internal use only
Current Transition Destination
Indicative transition examples
PPP needed to improve micronutrients deficiency across the world
Vit. A
IodineIron
Zinc
4 micronutrients deficiency in the world
Health Economic Study: A new business model to engage with the consumers, communities and stakeholders
Improved Nutrition
Fortified Milk
Iron, VitC, Zinc Anaemia Reduction
by 50%
Literature Review
Partner with KOL
in H. E. studies & CTs to fight micronutrient deficiency &
childhood illness
Improved Performance
Reduced Illness
Productivity gain 5-17%
Reduction in Cost of Illness
Cost Effective Willingness to
pay
Higher Incomes
GDP gain 0.2% ($0.35 bio)
4.5% Reduction in health cost
Malnutrition
Micro Nutrient Deficiency
36% of children
Burden of disease $ 0.5 bio
Philippines Example
Low Energy
LowImmunity
Absence
Strictly confidential for internal use only
Health Economics Study enables Bear brand contribute to Nation building by strengthening Filipino children against
MND
Partnership with gov’t/NGO nutrition
programs
KeyMessage
Reason to Believe
Communication
HE Approach/Step
Otheropportunities
Effectiveness of Fortification
BEAR BRAND helps in nation building
Phase 4-52018-onwards
FNRI-NESTLE collaborative study
BEAR BRAND is proven effective to help fight
micronutrient deficiency
Current 2013 – Q1 2014
• Iron deficiency leads to fatigue among children•Zinc/Vitamin C increase
body resistance
•FNRI recommended MN •High source: Iron, Zinc,
100% Vitamin C•Molar ratio: (Iron:Vitamin C)•Health Economics: COI Study
BEAR BRAND is made more effective to help fight MND
Phase 22014-2015
•New MN cocktail•Cost impact of MND
Project Trump: Part 1Improved MN cocktail
FNRI-NESTLE Clinical Trial
Clinically proven BEAR BRAND
Phase 32016 – 2017
•Reduce childhood common illness by half• Improve school
performance
Project Trump: Part 2Bioavailable Iron
Cost of Illness (COI) Study
Cost Effectiveness: Effectiveness, COI, WTP
I & R
New Business Model/CSV Program
Strictly confidential for internal use only
Using the Health Economics Study to engage with consumers
BEAR BRANDFight Micro Nutrient deficiency
Campaign
Non-branded TV
Press Conference with KOL
TV & Radio Segment Buys with KOL
Trade displays
Unbranded School Nutrition Education program
Press releases
Branded TVC
Print AdBranded TVC