Nestle's annual sales amount to more than 47.7 billion dollars, of which about 95% comes from food sales, so Nestle is the largest food manufacturer in the world and one of the largest multinational companies. The company is famous for producing chocolate bars and instant coffee, and currently has a rich product range suitable for the local market and culture.
At present, Nestle has more than 400 factories in 60 Togo countries on five continents, and the production and sales of all products are completed by about 200 departments under the leadership of the headquarters. 98% of Nestle's sales come from abroad, so it is called "the most international multinational group".
/kloc-in the middle of 0/9th century, Swiss scholar-type food technician Henry? Nestel (Henry
Nesti) invented a dairy product for children's health care, that is, adding fructose and nutrients to milk powder, which was an excellent health food for children at that time, but the output was very small. Nestor still mainly engaged in scientific research.
1865 a friend told Nestor that because the babies drank his milk powder, they all grew up healthily, which changed their habit of not drinking milk and solved the difficulties for the mothers. After hearing this news, Nestel finally founded a baby milk powder company in 1867, taking his name Nestle as the brand name of its products and the bird's nest pattern as the trademark graphic. Because the English word "Nestle" has the same root as his name, Chinese is translated into "Nestle" together. In fact, Nestel means "settle down comfortably" and "snuggle up" in English; Nestle graphics will naturally remind people of a loving mother nursing her baby. Therefore, the sales of "Nestle" baby milk powder have been very good.
1905, Nestle Parenting Milk Powder Company merged with another American-run food company and was named Nestle Yingrui Condensed Milk Company; 1949 was acquired by another Swiss company and renamed Nestle Food Company. At the beginning of the 20th century, the company began to implement diversified production, acquired and established enterprises all over the world, and became the largest food manufacturer in the world. In the United States, Japan, Germany and other more than 20 countries set up branches, with more than 65,438+0,200 factories and offices, headquartered in Vivi, Switzerland. The company's sales in 1990 reached $33.3 billion, and its main products were 10 kinds of instant coffee, condensed milk, milk powder, baby food, cheese, chocolate products, candy and instant tea.
Among them, Nestle Coffee has the largest sales volume, mainly because the product quality is excellent, and the brand name makes consumers really feel "comfortable" and "snuggling" when drinking. 199 1 year. According to the survey results of American Lantong Company, Nestle Coffee was listed as one of the world's 10 famous brands. 1994 determined its brand value as115.49 million USD.
On the whole, it seems that the brand "Nestle" came easily without much effort. Nesti named the brand after himself, but its name means "settle down comfortably" and "snuggle together" in English. Because of the specific meaning of its name, people naturally associate it with the same English root "Nestle", and take the Nestle pattern as the brand graphic, thus connecting people with babies to be fed, loving mothers and healthy and nutritious Nestle products. It can be seen that the hard-won "Nestle" brand not only has its rich connotation, but also fully meets the basic requirements of trademark positioning.
First of all, Nestle is very important as a brand name. Although this term is very general, it is often something that people are familiar with, which can deepen people's impression and produce many associations, so as to be close to life and consumers. Secondly, on the whole, it is unique. Everyone knows "Nestle", but only Nestle is used in trademarks, which has become a unique company synonym in the world and established and expanded the company image, thus becoming unusual. Thirdly, the close combination of "Nestle" name and "Nestle" graphics is also rare in the history of western trademarks. The close combination of the two can make people famous for their graphics and know them by their names, which is a veritable combination brand. Finally, Nestle's brand positioning fully embodies the specific functional positioning and emotional positioning.
[Introduction of Nestle Company] Development Strategy★★★★
[Nestle Company Introduction] Development Strategy
Nestle people are used to using "composure" to describe their character. As a company headquartered in Switzerland, Nestle has always maintained the rigorous and serious characteristics of the Swiss. Some people call these characteristics of Nestle "slow temper", and sometimes Nestle is even accused of being conservative by competitors, but Nestle is indeed full of vitality.
Take a long view.
In China, Nestle has always stressed the need to provide China people with high-quality food suitable for the taste of China people. In line with the company's overall development strategy, Nestle has expanded its products from milk powder and coffee to drinking water and ice cream since it entered China in 1980s.
However, in the field of production and sales, Nestle does not pursue short-term profits, but focuses on the long-term. For example, when Nestle introduced instant coffee in China, faced with the traditional drinking habits of China people, Nestle first cultivated the drinking habits of China people. Nestle used advertisements and other means to publicize that drinking coffee is a fashion and trend, which successfully attracted a group of young people to "betray" tea and choose coffee, and then the sales of Nestle coffee in the market increased greatly.
Nestle admits that it has enough patience in cultivating the market and improving the quality of products.
In the early 1980s, Nestle began to negotiate with the government of China about the dairy production project in Shuangcheng, Heilongjiang Province, but it didn't start production until seven years later, and it didn't really enter a period of rapid development until the 1990s. It took so long because Nestle regarded it as a systematic project. Nestle spent a lot of time building a local production workshop with perfect environmental protection facilities, and also helping local farmers improve their cows. Nestle went through a similar process when it set up a factory in Dongguan to produce coffee. Nestle Dongguan Company had gone through negotiations for one and a half years before its establishment, but after the company started to operate, it did not "go all out", but went to Yunnan to make an "assistance plan" for coffee planting.
During 1997, when Nestle set foot in the drinking water market in China, it decided to produce mineral water in the north and pure water in the south according to the characteristics of drinking water for consumers in China. Next, Nestle spent three years investigating the water source and determining the source. Nestle Ice Cream Project has spent a lot of time studying "the taste of China consumers", increasing the ingredients that people in China like, and developing product varieties suitable for the taste of people in China.
From attaching importance to affinity to quality appeal
2002 was an eventful year for Nestle. In May and June, Nestle was repeatedly accused of problems in coffee and chocolate production. At the end of the year, Nestle was accused of containing unknown genes in foods sold in Asia.
Although Nestle will face a sudden crisis, it still leaves a good impression on consumers. This is closely related to Nestle's emphasis on "sustainable exhibition" and "integration into the culture and tradition of the host country".
In 1980s, Nestle products re-entered China, and the publicity strategy emphasized the use of the image of China people, so that China women and children with yellow skin and black hair and energetic China youth appeared in Nestle's advertisements and posters. An eternal slogan "Nestle Delicious" has narrowed the distance between Nestle and China people.
Nestle attaches great importance to the image of being close to the people of China in its promotion. Nestle not only retains the characteristics of Nestle in food packaging design, but also embodies the culture of China. Nestle attaches great importance to the promotion of traditional festivals in China, and prints festive and peaceful patterns reflecting China tradition on food gift boxes to attract consumers.
Nestle also actively sponsors public welfare activities closely related to the people of China. For example, Nestle actively supported Beijing's Olympic bid. During Beijing's bid to host the Olympic Games, Nestle cooperated with the Office of the National Committee for Youth Work, held the activity of "New Beijing, Great Olympics, Let's Draw together", and sponsored a delegation of six young pioneers of different nationalities to Switzerland, where the International Olympic Committee and Nestle's headquarters are located, to express the good wishes of Chinese sons and daughters to support Beijing's bid to host the Olympic Games. Establish the image of Nestle and China people standing together.
Nestle constantly emphasizes the nutrition and high quality of its products. 1999, at the initiative of Mr. Muli, CEO of Nestle China Company, Nestle began to put the words "Choose quality, choose Nestle" on the food packaging bags sold in China. In order to give consumers a quality commitment, Nestle calls it "Nestle Quality Badge". In 200 1 year, Nestle also set up a Nestle R&D center in Shanghai, engaged in applied science and nutrition research, and developed affordable and nutritious food for China consumers.
Step on the footprints of the "giant"
Nestle has set up its own factories in Tianjin, Qingdao and Dongguan in China. 1In the autumn of 999, Nestle successfully acquired 80% of the shares of Taitai Le Group. Later, in 200 1 year, Nestle cooperated with Haoji Company, the second largest chicken essence manufacturer in China, and established Sichuan Haoji Food Co., Ltd., a joint venture company.
Nestle's aggressive situation in the market has put great pressure on its competitors. A manager of a domestic dairy company described Nestle as a "giant" in the food field, ready to launch an offensive in related competitive fields.
And some of Nestle's competitive strategies are being imitated by Nestle's competitors. Li Shen Coffee, which was developed with the support of the government, regards Nestle as the leading brand in the industry, emphasizing the need to learn Nestle's market cultivation methods, brand promotion strategies, and even Nestle's technical means in raw material selection and processing, so as to promote its own development through learning.
[Nestle Company Introduction] Nestle's competitors
Uniliver
Unilever Food (China) Co., Ltd. is a wholly-owned enterprise of Unilever, mainly engaged in food, and its main brands include Le Jia and Lipton. Le Jia brand chicken essence, chicken powder, instant soup, salad dressing, peanut butter, Lipton black tea, green tea and jasmine tea are produced.
Ice cream: Heluxue (China) Co., Ltd., a wholly-owned enterprise of Unilever, produces Heluxue ice cream, such as Dream Dragon, Bailebao, Kelibo and Keduo.
MENGNIU
The group is headquartered in Hohhot and Linger Lesheng Economic Park. Coverage of the first and second phases of the project
550,000 square meters, construction area 1.400 square meters, green area1.654,38+0.000 square meters. At present, the total assets are nearly 4 billion yuan, and there are more than 0 employees 10000. Mengniu Dairy Group's strict organization between the party and the masses and active work have effectively promoted the company's rapid, sustained and healthy development and promoted the development of Helin economy. Mengniu Dairy Group took the lead in establishing militia camp in September, 200012000, focusing on enterprise production and operation, not forgetting national defense construction, and insisting on running militia according to law.
At the same time, the Mengniu production base in the autonomous region, with Hohhot headquarters as the axis, extends westward and enters Baotou, Bameng and other regions; Extend eastward and enter Xing 'an League, Tongliao and other regions; Extend to other provinces and enter Beijing, Tianjin, Shanxi, Shandong, Hubei, Henan, Anhui, Lanzhou, Xinjiang, Zhejiang, Heilongjiang and other regions.
The products developed include liquid milk, ice cream, milk powder, milk tablets and so on 100 varieties.
In the past five years, Mengniu has supported and developed about 300,000 dairy farmers in Inner Mongolia, promoted the adjustment of industrial structure and promoted the process of agricultural industrialization in Inner Mongolia.
In the past five years, Mengniu directly recruited more than 1 10,000 employees, created hundreds of thousands of indirect jobs, and the industrial chain radiated 6.5438+0.2 million farmers and herdsmen.
Lake Erie (one of the Great Lakes of North America)
Yili Group has four business divisions, namely, liquid milk, cold drinks, milk powder and raw milk, with more than 80 subordinate enterprises. More than 600 varieties of 39 products with halal characteristics, such as "Yili" brand ice cream, ice cream, milk powder, milk tea powder and sterile milk, have passed the green food certification of the National Green Food Development Center. Yili ice cream and ice cream ranked first in China for ten consecutive years, Yili UHT milk ranked first in China for seven consecutive years, and Yili milk powder and milk tea powder ranked third in China.
Starbucks
Starbucks Coffee International is the largest coffee retailer in the world.
Authorized company of coffee company; Starbucks coffee company
Mr. Howard Schotz, the president, focuses on humanistic characteristics and quality, emphasizes respect for customers and employees, insists on purchasing the best roasted coffee beans in the world, and provides consumers with the best coffee products and the most comfortable consumption places. Starbucks coffee has become the leading brand of fine coffee in the world, highly praised by international scholars and experts, and known as the legend of the coffee kingdom.
Danone
Danone Group has a wide range of businesses and products around the world. Its sales of dairy products, bottled water and sweet biscuits rank first in the world. Danone Group has been expanding its business in China. At present, there are more than ten joint ventures in China, and their sales in the fields of biscuits, mineral water and dairy products are in the forefront. China Danone biscuits ranked first in the middle and high-grade biscuit market. The company pays attention to the development of human resources while developing its business. The company has a systematic training plan. Actively advocate the group values of "openness, enthusiasm and people-oriented" to provide employees with a good working environment.
[Introduction of Nestle Company] The development of Nestle in China.
Nestle Greater China/Development in China
Nestle Greater China Beijing Head Office
Nestle Group, headquartered in Switzerland, is the largest food company in the world and has a long history in China. For a century, China consumers have always been very familiar with and trusted the Nestle brand, because as early as last century 1908, Nestle opened its first sales office in China. Nestle is one of the first foreign businessmen to enter China and has a firm commitment to China. In the early 1980s, Nestle began to discuss with the government of China to invest and build a factory in China, and transferred its world-class proprietary technology and rich nutrition and food processing expertise to China. 1990, Nestle started to operate its first joint venture factory in Chinese mainland, and then built several factories. Nestle has helped China save a lot of foreign exchange by using local raw materials to produce the same high-quality food locally instead of importing products. At present, 99% of Nestle's products sold in Chinese mainland are made locally.
Seize the opportunity and face the challenge-we have made all preparations for the present and the future.
An important investment base
In the past fifteen years, Nestle's direct investment in Greater China from Switzerland has reached 7 billion yuan. Nestle Greater China is headquartered in Beijing and operates 2/kloc-0 factories, including 4 in Shanghai, 3 in Guangdong, 4 in Tianjin, 3 in Sichuan, 2 in Shandong, 1 in Heilongjiang, 1 in Jiangsu, 1 in Kloc-0 in Inner Mongolia and 1 in Beijing. In 200 1 year, Nestle established Shanghai Nestle R&D Center in Shanghai. The R&D Center is committed to applying science and technology and nutrition research to develop nutritious food suitable for the taste and consumption capacity of consumers in China.
In 2004, Nestle's annual sales in Greater China reached/kloc-0.07 billion RMB, and its tax payment exceeded/kloc-0.07 billion RMB.
Contribution to society
Since the establishment of the company, Nestle's basic mode of operation has always been to promise the value of long-term sustainable development to all parties concerned.
No matter where we start new business in the world, Nestle always pays attention to the long-term sustainable development of our business, not just the short-term profit. In China, Nestle has greatly improved the living standards of remote farmers in China by actively exploring and developing local sustainable fresh milk production and coffee cultivation.
Contribution to China society:
Switzerland has accumulated direct investment of 7 billion yuan.
Bring the advanced experience and technology of the world's largest food company in nutrition and food and beverage.
Replace imports with local production (99% of products sold in Chinese mainland are locally produced).
Develop competitive exports (more than 500 million yuan in 2004)
Provide attractive job opportunities for local employees and provide international training.
Bring innovation to local products and related industries.
Enterprises paying taxes in good faith (in 2004, the tax paid exceeded 654.38 billion yuan)
Contribution to farmers in China:
Processing a large number of perishable agricultural products into high-quality food.
Important and reliable local buyers of raw materials and packaging materials.
1. Buy fresh milk every day1more than 500 tons.
Buy 4000 tons of coffee beans every year.
Provide stable cash income for farmers in Heilongjiang, Yunnan, Shandong and Inner Mongolia.
Provide farmers with daily technical support to improve quality and increase efficiency (accumulated more than 654.38 billion yuan)
Contribution to consumers in China:
Provide products with sufficient nutritional value.
Nestle R&D Center was established in 200 1, which is dedicated to applying science and technology and nutrition research to develop nutritious food that is popular among China consumers and suitable for the taste and consumption power of China people. It is a part of Nestle's global R&D series. As a scientific and technological exchange platform, it keeps close contact with top universities and research institutions in the field of food nutrition in China.
All kinds of products
Nestle has become one of the most famous and trustworthy foreign brands in the hearts of consumers in Greater China. The brand covers a series of products manufactured according to international quality standards, including milk powder, liquid milk, yogurt, infant formula, infant rice/wheat flour, sweetened condensed milk, growing milk powder, breakfast cereal, instant coffee, coffee companion (non-creamer), ice cream, chocolate and candy, bottled water, drinks and chicken essence. Alcon, a subsidiary of Nestle Group, also produces and sells ophthalmic products in Greater China.