THE BRAND AND HER EVOLUTION Good food, good life

Introduction First world agro alimentary group Nutrition & pleasure The life on the good side Not a Utopia

Summary 1.The brand’s evolution in the history –Why “Nestle” –from a pharmacist immigrant to a multinational 2.The different ways implemented by Nestle for their brand, currently

Why “Nestle” Nest, mark of factory and armorial bearings Graphic translation of the founder’s name Values related on the: –Wellbeing –Family –Greediness

From a pharmacist immigrant to a multinational

: Henri Nestle a pharmacist Food for babies who was unable to breastfed First success was a premature infant who could not tolerate his mother’s milk or any usual substitutes Farine Lactée  sold in much Europe

Merged Anglo-Swiss  Condensed Milk Company Operating factories in the US, Britain, Germany & Spain : New demand for dairy product

Gvt contracts dried up Switched back to fresh milk Improve operations Reduce debt 1929: Peter, Cailler, Kohler (chocolate)

Felt the effect Profit dropped : $20 million in1938 to $6 million Developing countries, Latin America 1937: Nescafe  newest product : a staple drink of US military

 Dynamic phase for Nestle 1947: Maggi (soups): Merged 1960: Crosse and Blackwell (preserves) In England 1971: –Libby (preserves) in England –Ursina-Franck (dairy product, mustard) in Switzerland Shareholding in L'Oreal in 1974

Food industry: Alcon laborateries 1985: Carnation (animal food) in the US 1986: Hertha (pork butchery) in Germany 1988: –Buitoni-peregina (produced of Italian kitchen) –Rowntree (chocolate) in England

: The Perrier Water in France 1998: Water san Pellegrino in Italy 2001: Ralston Purina (feeding stuff) 2002: Dreyer’s (ices) In the US

The different brands

The quality first Since 2006, a new organisation in France to ensure the quality and satisfy the consumer Includes « Food Safety Management » and « Wellness in action » Gives the image of a healthy brand, good for people A citizen company

The strength of Nestlé: Marketing and communication They are close to the consumer, so they can understand their market Products for a large target : from high quality to hard-discount Available in all supermarkets, it’s the brand of simplicity Interactivity with the consumers : polls on internet, phone conversations…

The communication A powerful advertising group Internet, TV, photos in magasines, to build a strong image of the brand Use their long experience in food manufacturing to get the consumer’s trust

The success of Nestlé, the omnipresent brand 75,7 billions $ of profit the past year A brand almost covering the whole world, from Brazil to Yemen More than 50 branches for food manufacturing

Some videos Nestle Quik Commercial 1950s Maurice Butterfinger