Nestlé – The Branding saga

‘Good Food, Good Life’

Nestlé

• Nestlé was founded in 1867

• First product was “Farine Lactée Nestlé”

• Trademark

• Value

• Innovating & Reinventing

Some Facts

• Second largest traded commodity in the world

• Much faster—almost four times—than tea

• Brazil and Colombia are the world's major

producers, accounting for about 35% and 16%

Major Offerings

• Confectionaries

• Beverages

• Packed food

Offerings

• Nestlé is one of the world's oldest and largest multinational businesses.

• Nestlé covers nearly every field of nutrition foods: infant formula, milk products, chocolate and confectionery, instant coffee, ice-cream, culinary products, frozen ready-made meals, mineral water etc.

• They are also a major producer of pet food.

RESOURCES

• They have Army of around 247,000 employees.

• 500 factories are extending the whole world to

deliver the customers needs.

Main brandsCoffee Nescafé, Taster’s Choice, Ricoffy, Bonka,

Nespresso, Zoégas, Loumidis

Water Nestlé Pure Life, Nestlé Aquarel, Ice Mountain, Nestlé Vera, Deer Park,

Other beverages

Nestea, Milo, Carnation, Libby’s, Caro

Shelf stable Nestlé, Nido, Milkmaid, Klim, Nestlé Omega Plus, Bear Brand, Coffee-Mate

Shelf stable Nestlé, Nido, Milkmaid, Klim, Nestlé Omega Plus, Bear Brand, Coffee-Mate

Chilled Nestlé, Ski, Yoco, Svelty, Molico

Infant nutrition

Nestlé, Nan, Lactogen, Nestogen,

Main brands

HealthCare nutrition

Nutren, Peptamen, Modulen

Ice cream Antica, Maxibon, Mega, Mövenpick,

Frozen foods Stouffer’s, Hot Pockets, Maggi

Chocolate, confectionery and biscuits

Cailler, Milkybar, Kit Kat, Smarties, Baci, Butterfinger, Polo

Foodservices and professional products

Chef, Minor’s, Santa Rica

Pet care Fancy Feast, Alpo, Mon Petit, Dog Chow, Cat Chow, Pro Plan,

The rise of a Brand

1997

3 in 1

1961

Classic

2001

Cappuccino

Premium s2000 s

Gold

2000

Espresso

Decaff s

2000

2000

Frappe

Indian Entry

• Beginning with its first investment in Moga in 1961

• Currently there are seven plants

• Subsidiary is called NIL

Current Beverages

• NESCAFÉ CLASSIC

• NESCAFÉ SUNRISE

• NESCAFÉ CAPPUCCINO

• NESTLÉ MILO

• NESTLÉ 3 in 1

Competitors

• BRU by HUL

• COORG and kaapi by TATA

• Other local players

Values

• The values of security, maternity and

affection, nature and nourishment, family

and tradition.

Pricing

• Choc Cafe 19 INR

• Nescafe Sunrise pouch 33.50 INR

• Nescafe's price 49 INR (15% reduced)

Case of 3 in 1

• Mac coffee by Future group

• Same product with different positioning

• The segments targeted

• Battle on each front

• ``It's hot. It's fun. It's happening.''

MILO

Ingredients : Cocoa

Attributes : Chocolate Taste

Benefits : Nourishing, Mentally alert, Energy

Values : Hardworking, aiming for excellence

Cultural Meaning : Upwardly mobile middle class cultureif any

Brand Personality Phrase : Winner

Brand User : Healthy and hardworking child

Brand Building

• CSR

• Sustainability report 2002

• Community

• Research and Development

• Recipe for preparation

Brand Audit

• High Brand equity

• Good advertising campaign

• Positioning striking the right chord

• Competing across the board

• Formidable to compete.

Threats

• Cannibalizing.

• Strong competition.

• Price war.

Suggetions

• Not to indulge in price war.

• Avoid doing costly mistakes.

• Take care of Product cannibalization.

THANK YOU