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food and beverage company. Sales at the end of 2005 were CHF 91 bn, with a
net profit of CHF 8 bn. Nestlemploy around 250,000 people from more than 70
countries andhave factories or operations in almost every country in the
world.The history of Nestl began in Switzerland in 1867 when Henri Nestl,
the pharmacist,launched his product Farine Lacte Nestl, a nutritious gruel for
children. Henri used hissurname, which means little nest, in both the company
name and the logotype. The nest,which symbolizes security, family and
nourishment, still plays a central role in Nestls profile.Since it began over 130
years ago, Nestls success with product innovations and business acquisitions
has turned it into the largest Food Company in the world. As theyears have
passed, the Nestl family has grown to include chocolates, soups, coffee,cereals,
frozen products, yoghurts, mineral water and other food products. Beginning
inthe 70s, Nestl has continued to expand its product portfolio to include pet
foods, pharmaceutical products and cosmetics too.Today, Nestl markets a great
number of products, all with one thing in common: thehigh quality for which
Nestl has become renowned throughout the worldThe Company's strategy is
guided by several fundamental principles. Nestl's existing products grow
through innovation and renovation while maintaining a balance ingeographic
activities and product lines. Long-term potential is never sacrificed for shortterm performance. The Company's priority is to bring the best and most relevant
productsto people, wherever they are, whatever their needs, throughout their
lives.Taste of Nestl in each of the countries where Nestl sell products. Nestl
is based on the principle of decentralization, which means each country is
responsible for the efficientrunning of its business - including the recruitment of
its staff
Nestl sells the Findus brand in all countries except for Switzerland.
2001
Nestl merges with Ralston Purina, the premier petfood company in North
America,and with unique expertise in the dry dog food area.
Vision of Nestl
Nestl's vision of making good food central to enjoying a good healthy life for
consumerseverywhere. This implies gaining a deeper understanding in many
areas of nutrition andfood research and transforming the scientific advances into
applications for the company.Having a broad vision the company is doing its
best for their consumers to show the greatsense of responsibility.
Nestls aim is to meet the various needs of the consumer every day by
marketingand selling food of a consistently high quality.
The confidences that consumers have in our brands is a result of our companys
manyyears of knowledge in marketing, research and development, as well as
continuity -consumers relate to this and feel they can trust our products.
High quality and collaboration
Our objectives are to deliver the very best quality in everything we do, from
primary produce, choice of suppliers and transport, to recipes and packaging ma
terials. Our operations and collaboration in the Nordic countries gives us greater
opportunities to beefficient and strategic and to function well as an organization,
both when it comes to thedistribution chain and to concentrating on joint
product launches and campaigns.
Focus on e-business and websites
Increased investments in the sphere of e-business give us swifter business and
directcontact with trade. Our website is a forum for consumers, students, future
employees andthe media. We hope that through a sincere approach and by
conducting dialogues, we will be able to improve, change and satisfy the
demands and wishes of the people of today
History of Nestl: Nestl started its work as a multinational company in 1866. From that time they
providedtheir best to their customers and the history of the Nestl is given
below:
1866 -1918
In the 1860s Henri Nestl, a pharmacist, developed a food for babies who were
unable to breastfeed. His first success was a premature infant who could
not tolerate his mother'smilk or any of the usual substitutes. People quickly
recognized the value of the new product, after Nestl's new formula saved the
child's life, and soon, Farine Lacte Henri Nestl was being sold in much of
Europe.In 1905 Nestl merged with the Anglo-Swiss Condensed Milk
Company. By the early1900s, the company was operating factories in the
United States, Britain, Germany andSpain. World War I created new demand for
dairy products in the form of governmentcontracts. By the end of the war,
Nestl's production had more than doubled.
1918 -1944
After the war Government contracts dried up and consumers switched back to
fresh milk.However, Nestl's management responded quickly, streamlining
operations and reducingdebt. The 1920s saw Nestl's first expansion into new
products, with chocolate theCompany's second most important activity4History
of Nestle1866-19181918-19441944-19751975-19811981-19961996NowFoodProductsfor babies& Powder Milk Chocolate,Coffeeand
FreshMilk Fast FoodMaggiFast FoodProductsYogurtand Butter IceCreams
Nestl felt the effects of World War II immediately. Profits dropped from $20
million
in1938 to $6 million in 1939. Factories were established in developing countries
, particularly Latin America. Ironically, the war helped with the introduction of t
heCompany's newest product, Nescaf, which was a staple
drink of the US military. Nestl's production and sales rose in the wartime
economy.
1944 -1975
The end of World War II was the beginning of a dynamic phase for Nestl.
Growthaccelerated and companies were acquired. In 1947 came the merger with
Maggiseasonings and soups. Crosse & Blackwell followed in 1960, as did
Findus (1963),Libby's (1971) and Stouffer's (1973). Diversification came with a
shareholding in L'Oralin 1974.
1975 -1981
Nestl's growth in the developing world partially offset a slowdown in the
Company'straditional markets. Nestl made its second venture outside the food
industry by acquiringAlcon Laboratories Inc.
1981 -1996
Nestl divested a number of businesses1980 / 1984. In 1984, Nestl's
improved bottomline allowed the Company to launch a new round of
acquisitions, the most important being American food giant Carnation. Nestl
introduce yogurt and butter in this time period.
1996 Onwards
The first half of the 1990s proved to be favorable for Nestl: trade barriers
crumbled andworld markets developed into more or less integrated trading
areas. Since 1996 therehave been acquisitions including San Pellegrino (1997),
Spillers Petfoods (1998) andRalston Purina (2002). There were two major
acquisitions in North America, both in2002: in July, Nestl merged its U.S. ice
cream business into Dreyer's, and in August, aUSD 2.6bn acquisition was
announced of Chef America, Inc
Nestl has long been a major player in the dairy industry, originally with well
knownshelf stable brands such as Nido, Nespray, La Lechera and Carnation,
then building astrong international presence in Chilled dairy and Ice cream
under the Nestl brand.Innovation and renovation play a major role in the
development of milk based products aswell as of breakfast cereals, managed as
a joint venture with General Mills.The area of Nutrition, with its benefits to
health and wellbeing, is having a significantimpact on the development of our
business. A wide range of proven, science basedsolutions such as starter and
follow-up formulas, growing-up milks, cereals, enteral diets,oral supplements
and performance foods are actively developed and successfully broughtto
market under the Nestl brand.
Breakfast Cereals: Although cereals have been with mankind in one form or another for millennia,
it was notuntil the mid 19th century that scientific research, technological
innovation, and theinfluence of a group of American health reformers, gave rise
to the crunchy foodstuff weknow today as breakfast cereal. Nestl has a joint
venture with General Mills outside North America, Cereal PartnersWorldwide,
which is active in more than 80 countries.The joint venture began in 1990, and
its rapid growth has been characterized by strong branding and lately the
launching of breakfast cereal brands into the fast-growing cereal bar market.
Ice Cream: Ice Cream is also one of the major products of Nestl.
Chocolate & Confectionery: Chocolates and confectionery are also present in the list of Nestls products.
Nestl has
Kit Kat, polo, Toffo, Butter scotch, Fruit drops
and
Soothers
in this section of products.9
Nespresso
).
Bottled Water:Nestl began its entry into the water business in 1969 with a 30% stake in the
owners of the Socit Gnrale des Eaux Minrales de Vittel. It acquired a
controlling interest inSGEMV in January 1992, and went on in May of the same
year to buy out the entirePerrier Group.In 1992, Nestl was the first company to
dare to launch a mineral water, Valvert, in fivedifferent countries at once. Its
originality lay in the use of an all-new plastic, P.E.T.(polyethylene
teraphthalate), which is stronger and more elastic than the PVC used since1968.
Besides, P.E.T. is recyclable. 10
By the end of 1997, the Group was present on every continent, and the purchase
of SanPellegrino gave it the leadership in the Italian market. In 1998, for the
first time in itshistory, Nestl associated its name with a bottled water: Nestl
Pure Life.The brand was launched in Pakistan and soon appeared in Brazil,
followed by Argentina,Thailand, the
Philippines, China, and Mexico in 2000. In 2001, India, Jordan, andLebanon
followed, and in 2002, Egypt, Uzbekistan and the United States. Nestl Pure
Life is drinking water that has been treated and rematerialized using
astandardized industrial process to ensure purity and quality and is marketed in
emergingcountries.A second product with the Nestl name was launched in May
2000, this time in sixEuropean countries: Nestl Aquarel. Natural spring water
currently from nine differentsprings in France, Germany, Belgium, Hungary,
Italy and Spain, Nestl Aquarel also usesthe multi-source concept to satisfy new
consumer expectations, especially for water witha low mineral content that the
whole family can drink.In April 2002, the Group changed its name to Nestl
Waters, a token of Nestl's decisivecommitment to the bottled water market,
which now represents 9% of its sales. Today, Nestl Waters are established in
130 countries and markets about 70 different brands. TheGroup is able to offer
top quality brands and innovative packaging to meet the individualneeds of the
water consumer all over the world, whenever, wherever and however thanksto
the wide variety of its offer in terms of distribution and product mix.
L'Oreal (France):
L'Oreal
Finance
To maintain profit levels above the average for the food industry inIndia.The
Business Excellence and Common Application (BECA) initiativeessentially
translates the spirit of the Journey towards excellence intoan organised,
systematic and measurable approach. The aim is to aidthe achievements of the
companys key objectives of rapid growth
Factories
Nestle has 6 factories in India. These are
1. Moga (punjab) :
The Nestle factory in Moga has the pride of beingthe first and most
comprehensive factory of Nestle India. Set up
in1962, it represents the core competence of Nestle India in themanufacture of
milk products (Everyday, Milkmaid), beverages,culinary products (Maggi sauce
s, noodles, soups etc.), weaningcereals (Cerelac) and infant milk formulae.
2. Choladi ( Tamil Nadu):
The factory in Choladi started productionin 1967. Situated about 60 miles from
Calicut, the factory today has 81
employees and produces 1.5% of the total turnover of Nestle India. It isa 100
percent export oriented unit which processes freshly picked tealeaves into
soluble instant tea.
3. Nanjagud (Karnataka):
Production in this factory began in 1989with the manufacture of Nestle instant
coffee and Sunrise. Today
inaddition to instant coffee the factory also manufactures healthbeverages. The
plant to manufacture MILO was also commissioned atthis factory. This factory
employs 145 people and is cited as a model
interms of environment protection for its installations to purify wastewater as
well as for its provisions for recycling coffee wastes.
4.Samalakha (Haryana):
This factory was set up in 1993. Located 70kilometres from Delhi , it
manufactures weaning cereals , culinaryproducts ,health beverages and
milk products. Recently the expansionof manufacturing capacity for Milkmaid
Dessert Mixes was undertakenat this factory as this new and unique product
category is viewed tohave great potential in the future.
5.Ponda (Goa):
This Kit-Kat factory was set up in Goa in 1995 at acost of Rs. 50 crores. It
represented a major step by Nestle towardsbecoming the Number 1 Chocolates
and Confectionery Company inIndia.
6.Bicholim (Goa
The construction work at this new factory is progressing withspeed. This factory
will soon commence the manufacture of culinaryproducts, which is a key thrust
area for the company and will includelatest technological improvements relating
to this category of products.As a part of Nestles efforts towards continuous
improvementand excellence in Manufacturing operation, a Moga Improvement
team(MIT) was put in place at the Moga factory. The team comprised
of international experts from Nestle Technical Services (NESTEC) andthe local
staff. In 1996, it embarked on a program with the singleminded objective of
optimizing production costs while enhancing theproduct quality so as to make
Nestle products even more competitivein the market place. Drawing
upon Nestles global experience andmanufacturing expertise in 75 countries the
team identified thefollowing areas for detailed study
Process improvement to ensure the optimal usage of resources
successful and the company is nowimplementing its key learnings of MIT in its
other factories.In a country as vast and diverse as India,
supply chainmanagement
is absolutely critical to rapid growth. Through BECA,Nestle has concentrated
heavily on streamlining and improving their supply chain management in order
to make it more dependable, morecost effective and most importantly, more
responsive to market
needs.For better supply chain integration the planning of keyoperations - purcha
se, production, distribution and sales aresynchronised to ensure that everybody
works towards a commonbusiness plan. Monthly objectives are broken down
into weekly
and(wherever necessary) into daily plans and monitored regularly toensure smo
oth implementation and quick corrective action whenneeded . Major benefits
accrued thus far include reduction in workingcapital through lower inventories
of finished goods and materials, better stock availability and reduction in
obsolescence of materials.In addition to traditional
performance indicators, quantifiableperformance measures have been identified
and implemented in all
functional areas such as sales planning, production output, qualityassurance, ma
terial ordering transportation and warehousemanagement. These measures are
monitored regularly to gauge theextent of improvement and identify root
problems for taking correctiveactions.Teams have been put in place at all
factories and sales officesto ensure the implementation is continuous and selfsustaining. Areasof improvement are regularly identified and time bound action
plansestablished. For this purpose, standard tools such
a Total QualityManagement(TQM), Kaizen, 5S and Small Group improvement
activity(SGIA) are being extensively used.The efficacy of this hierarchical
structure is seen in Nestlesperformance over past few years of various
products.By 1989 the company had achieved a sales figure of approximately Rs.
258 crores. 1989 was the year of launches. Sevennew product lines were
launched in this year. This was also the year inwhich the Nanjagud factory was
set up. By the year 1992, this salesfigure was touching Rs 500 crores. In the
1995 the pace of launchesquickened and since the construction of the factory at
Samalakha, 20new products have been introduced. By 2003, Nestle had about
76different products in its portfolio with various new products in thepipeline as
well. The sales figure now touched Rs. 1214 crores. Thussales grew by 450%
over a period of one and a half decades
Marketing Strategy
Nestle has adopted a four pronged growth strategy: -1.Gunning the market with
new products and brand extensions.2.Expansion of the distribution network to
small towns for
extensiveavailability.3.Reduce prices and introduce smaller packages for produc
ts tomake them more affordable (a tool to enter price sensitive markets).4.Focus
on employ training and develop a positive attitude throughenhanced manpower
development.5.By year 2003 it expects chocolate & confectionery to account
for one in every third rupee in sale.In the late 1996 fear of breading
complacency by not having acontinuous improvement, gave birth to an
international sales &marketing improvement teams (SMIT).SMIT maps the
latest in helping towards the target of
year.2003. The SMIT exercise is a major global initiative of Nestle toenhance sa
les & marketing productivity. Linked with the alreadyexisting BECA project,
which in turn emphasises on excellence by
improving the distribution set up , this gave rise to the following
growthobjectives for the year 2003
Milk Products
Beverages
Culinary
Food service
Milk Products
22
T
his category which comprises of condensed milk, baby milkfoods , milk
powders , acidified infant food , and other milk products,showed a slump in
1996 as sale of milk products fell from Rs 31.4crores in 1995 to Rs 31.2 crores
in the said year. Consumer offtakeremained depressed throughout this year as a
consequence of
highprice increases necessitated by substantial increases(+50%) in thecost of
basic raw materials( fresh milk ) , over the past two years .However Nestle
retained its leadership in the infant food marketwith Cerelac, Lactogen and
Nestum and even introduced a new flavour of Cerelac - Cerelac Rice in 1996.
Chocolates and Confectionery
Nestle pursues the objective of accounting for one in every threerupees in its
sales figures through chocolates and confectionery. Thishas thus been one of the
thrust areas in Nestle. Nestle this
year widened its range of flavours in POLO, backed by its tremendoussuccess i
n the Indian Market by adding POLO Spearmint to itsPortfolio. This new
flavour has also received an encouragingresponse in the market according to
market
analysts.Milkybar also retained its position as the number one whitechocolate br
Beverages
This year has been very
successful in the beverages market for Nestle .The sales of beverages has
increased from Rs 323.3 crores in2002 to Rs 398.8 crores in 2003.Nestles
Flagship Nescafe which was pegged at Rupees 1040per Kilogram before
the launch of Tata Cafe, met with stiff competitionfrom Tata Cafe priced at
Rupees 550 per Kg once it was introduced
.Tata cafe claimed to have garnered a market share of 17% byDecember 1996.
This forced Nestle to cut prices of Nescafe to Rupees840 per Kg. However
Nescafe still retains 83% market share in the Rs177 Crores market for pure
instant coffee.Nestle Sunrise also showed an increase in sales and captured20 %
of the Rs 253 crores market in Mixed instant
coffee.This year Nestle also launched MILO, an internationally renownedchocol
ate energy drink, and the response for this has beenencouraging.Nestle has also
introduced Tasters Choice tea bag pitched against Tajmahal tea bags
Culinary Products
The market in culinary products had witnessed a high growthconsequent to
aggressive pricing decisions on existing products andthe introduction of a
variety of new products to match the needs of theIndian Housewife. Encouraged
by this success Nestle launched MaggiMacoroni Snack in three flavors Chicken , Masala and Tomato. Nestleofficials say that this would consolidate
Maggis position as the number 1 culinary brand in India. The product focuses
on convenience andinnovation as its Unique Selling Proposition. This snack has
opened anew segment for the maggi brands. The brand is positioned as
youthfuland is represented by the twists and curls of the macaroni snack. It
isspeculated to be introduced in a phase manner nation-wide to beplaced in the
7.5 lakh outlets that Maggi noodles sells in .In the spirit of catering to Indian
tastes Maggi introduced maggipickles in five variants benchmarked to give
the ghar ka
swad. MaggiDosa Mix was also introduced to offer superior quality and added
convenience. Apart from this Milkmaid Kalakand Mix, a traditional northIndian
sweet of premium quality was added to the milkmaid dessertmixes. Maggi soup
also launched three new variants. Maggi Rassam inparticular was noticeable as
yet another attempt to make traditionalIndian cooking a little bit easier.
Opportunities:
1.One opportunity that Nestle has is that health-based products are becoming
more popular in the world, including in the United States.Consumers
are2.Becoming more health conscious, and realize that living longer isntonly
by luck and genetics. LC1 has not been introduced in the UnitedStates
yet.3.Nestle also has an opportunity of being even a larger market leader
inGermany with LC-1. Within two years of launching the product inGermany,
they had captured 60% of the market. This was due to thefact that they
differentiated the product, and Germans simply preferredthe taste.4.Another
opportunity of LC1 is that, because they are a market leader,they can introduce
more health-based products in Germany.5.As nestle has more then 9000
brands all over the world .they areincreasing their products day by day. With
very new changes. like nowthey are introducing Nestle LEMU Malta
Threats:
1.A threat to Nestle is the fact that some markets they are entering arealready
mature. Danone had an established leadership position in theyogurt market in
France. Since Danone was the first to arrive in themarket, they have always
been the market leader there.2.Also consumers in France liked the taste of LC1, but researchers believe they did not repurchase the yogurt because they
preferred thetaste of Danone products better.3.Another threat to Nestle is
that there is intense competition in theUnited States yogurt market. General
Mills Yoplait division is theleader in the yogurt market in the United States.
Yoplait has been theleader for years and is constantly innovating new health
products.4.The main threat of Nestle these days isthe campaign led by
theInternational Nestl Boycott Committee primarily targets
Nescafe, thecorporation's flagship product. To boycott Nestl products until
thecompany stops promoting its baby milk
.
5.Another threat now a days is in nestle pure life. as its the leading brand and
people prefer Nestle pure life but their may be a threat fromaqua fena which is
introduced by Pepsi.
the amount of expenditure for the CSR activities. The CSR Committee monitors
the CSR Policy of the Company from time to time. The CSR Department
monitors the status of each project and reports its findings to the CSR
Committee periodically. In addition Independent Director(s) may visit one or
more projects, from time to time and report their findings to the CSR
Committee. The CSR Policy issued pursuant to the Act has been recommended
by the CSR Committee of the Board of Directors and approved by the Board of
Directors and shall be placed on the Companys website www.nestle.in. IV.
Amendments Amendments from time to time to the CSR Policy, if any, shall be
considered by the Board of Directors based on the recommendations of the CSR
Committee.
Strategy
With our Nutrition, Health and Wellness strategy we support people who want
to live a healthier lifestyle. Industry-leading research and development drives
innovation and supports the constant renovation of our food and beverage
portfolio. In addition, our researchers are exploring the role of nutritional
therapies to maintain or improve health and investigating how we can help
people look after their skin. By sharing our insights on global Nutrition, Health
and Wellness challenges, by building partnerships and by engaging with
policymakers, stakeholders and key opinion leaders we strive to have a positive
impact on the societies in which we operate.
We empower people to make informed decisions when they choose what to eat.
Through Start Healthy Stay Healthy, our interactive, sciencebased education
programme, we help parents and caregivers provide their children with the
nutrition they need in the crucial first 1000 days of life. Our United for
Healthier Kids programme, takes this further, helping parents and caregivers
establish healthier eating, drinking and lifestyle habits for children as they get
older, and our Nestl Healthy Kids programme is helping to deliver a healthier
lifestyle for children by teaching nutrition and encouraging physical activity.
We are on track to deliver on our commitments to reduce the amount of salt,
sugar and saturated fats in our products and remove trans fats, while
maintaining consumer preference. We are enhancing our portion guidance and
improving our labelling, printing GDAs (Guideline Daily Amounts) on the front
of packs, making it easier for people to read them.
In recent years we have reinforced and expanded our Nutrition, Health and
Wellness strategy with the creation of Nestl Health Science and Nestl Skin
Health. Nestl Health Science is advancing the role of nutritional therapy to
change the course of health for consumers, patients and for our partners in
healthcare. With Nestl Skin Health we are entering the field of specialised
medical skin treatment by offering science-based solutions for the health of
skin, hair and nails over the course of peoples lives.
We strive to meet the fast-changing expectations of our consumers because like
them, we care deeply about quality, food safety, the environment and
sustainability. Responsible behaviour wherever we operate is at the very heart of
what we do. It is our fundamental belief that for a company to prosper over the
long term we need to create value for shareholders while at the same time
creating value for society. We call this Creating Shared Value. Trusted
leadership in Nutrition, Health and Wellness is our strategic ambition, Creating
Shared Value is how we go about it. The inclusion of the Nestl in society
report, alongside this Annual Review and the Financial Statements in the 2015
Annual Report package, reflects how Creating Shared Value is fully embedded
into internal management processes and the way we do business.
The Nestl Strategic Roadmap is the compass that guides our organisation,
driving internal alignment behind our goals. The roadmap shows how we
deliver profitable growth, the competitive advantages that we leverage and the
organisation we have chosen, in order to be effective and efficient. It is the
framework that we use to establish priorities and drive execution.