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SUCESSES FACTORS

OF NESTLE AS A BRAND
Presented by
Raj:1226115103
Prasad:1226115109
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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

Health care & Nutrition

Chocolates &
Confectionaries

Ice creams

Coffee

Pet care

Culinary, Chilled &


Frozen food

Weight Management

Pricing Strategy - Maggi


Penetration pricing strategy
Consumers mostly - average middle class

group
Also targets bottom of the pyramid
Change in economic times
Reduced quantity instead of price

Distribution Strategy
Nestle follows the FMCG strategy of

distribution which involves breaking the


bulk.
Manufactu
ring

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

Brand touch points

Intrinsic
Retail
Online

Company
Created
Ad Campaign
Brand-Maggi

Unexpected
Competitor
s Ads
Word
Mouth

Customer
Initiative

Evolution in advertising
1980s

Mummy, Im hungry and the solution


offered is Maggi.

Early
1990s

Mummy, Im hungry
(Wait for 2-minute)

Late
1990s

Feeling very hungry, I want Maggi


quickly

2000s

Taste Bhi, Health Bhi


Benifits of its protein and calcium
content

Evolution in advertising
2009

Me and Meri Maggi campaign

2012

Amitabh Bachan - brand ambassador


Do minute Mein Khushiyan.

Rossiter Percy Grid


Motivation

High
Low

Involvement

Informational
Transformational
(Negative)
(Positive)

Rossiter Percy Grid


Motivation

High
Low

Involvement

Informational
Transformational
(Negative)
(Positive)

Competitors
Nestle Maggi

Tastyand healthy snack which can be


prepared in 2 minutes

ITC- Yippee

Do not lump even 30 minutes after cooking

Nissin - Top
Ramen

Highlighted its smoothness Smoodles

Knorr Soupy
Noodles

Noodles with soup , in between meal

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

Brand Strengths &


Limitations
Strengths

Limitation

Brand image of Nestle


1st mover advantage

57% market share


High customer pull
Robust distribution channel

Awareness on healthy lifestyle


Risk of over dependence
Competition
Negative word of mouth

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