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 brands
Coffee Nescafé, Taster’s Choice, Ricoffy, Bonka,
Nespresso, Zoégas, Loumidis
Water Nestlé Pure Life, Nestlé Aquarel, Ice Mountain,
Nestlé Vera, Deer Park,
Other Nestea, Milo, Carnation, Libby’s, Caro
beverages
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 Nestlé, Nan, Lactogen, Nestogen,
nutrition
 Main brands
HealthCare nutrition Nutren, Peptamen, Modulen

Ice cream Antica, Maxibon, Mega, Mövenpick,

Frozen foods Stouffer’s, Hot Pockets, Maggi

Chocolate, Cailler, Milkybar, Kit Kat, Smarties, Baci,
confectionery and Butterfinger, Polo
biscuits
Foodservices and Chef, Minor’s, Santa Rica
professional
products
Pet care Fancy Feast, Alpo, Mon Petit, Dog Chow,
Cat Chow, Pro Plan,
The rise of a Brand
 1961 2000 Premium s
2000 s
Classic Espresso
Gold

Decaff s 2000 1997 2001

2000 Frappe 3 in 1 Cappuccino

 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 culture

if 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