An IntroductionAn Introduction
• Nestlé is a Swiss-German word meaning ‘little nest’
which is its trademark.
• Today it is one of the world’s biggest food, health,
nutrition and beverage company.
• The sales at the end of 2012 were around CHF 92.2
billion and the profits were nearly 11.5 billion dollars.
• They employ around 340,000 people from across 80
A brief profileA brief profile
• Nestlé was founded in 1866 by Henri Nestlé.
• He created the first milk and cereal based infant
food Farine Lactée Henri Nestlé.
• As the years have passed, the Nestlé family has
grown to include chocolates, soups, coffee,
cereals, yoghurts and products.
• The end of World war II was a dynamic phase for
nestle. Growth had accelerated and many
companies were acquired.
• The first half of the 1990’s were very favorable as
trade barriers crumbled and world markets
developed into more or less integrated trading
Nestlé's first logo
• Their mission is to provide consumers with best
tasting, most nutritious choices in a wide range of
food and beverage categories and eating
occasions, from morning to night.
The Vision of theThe Vision of the
• Their mission is making good food central to
enjoying a good healthy life for consumers
• This implies gaining a deeper understanding in
many areas of nutrition and food 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 great sense of
Objectives setObjectives set
The marketing objectives are compatible with the
overall corporate objectives of Nestlé. Their chief
objectives are :-
•To achieve compatibility with international voluntary
standards on environmental management studies.
•To build mutual trust with consumers, governmental
authorities and business partners.
•To ensure continuous improvement of Nestlé’s
Some more objectivesSome more objectives
• Conservation of natural resources and minimization
• Total compliance with the law.
• To establish the benchmark for good business
• Employing new technologies and processiong
• By committing to resources, both human and
• Measuring the losses and benefits to business of its
The Product lineThe Product line
• The number and variety of products by Nestlé is
• They range from baby food products to beverages
to snack foods.
Milk andMilk and
nutrition productsnutrition products
Prepared dishes andPrepared dishes and
Chocolates andChocolates and
• Along with these products, Nestlé also has others
like culinary products such as milk powder,
• Also they have many food vending machines and
touch points where all their products are available.
S.W.O.T analysisS.W.O.T analysis
Nestle SWOT analysis 2013
1.Unmatched product and brand portfolio
3.Distribution channels and geographic presence
4.Competency in mergers and acquisitions
5.Brand reputation valued at $7 billion
1.Inability to provide consistent quality in food
2.Weak implementation of CSR
1.Increasing demand for healthier food products
2.Acquiring startups specializing in producing well-
3.Establishing new joint ventures
2.Trend towards healthy eating
3.Growth of private labels
4.Rising raw food prices
Promotional ActivitiesPromotional Activities
• According to Nestlé, the marketing of their products
is equally important as the quality of the goods.
• To maximize the promotion, each product is taken
separately and a unique advertisement is created
• The usage of internet, mass media like television,
radio, etc. has increased to extend their reach.
• A celebrity endorsing them is also a popular and
well used method.
The ConclusionThe Conclusion
• Consumer interest in the nutritional quality and
healthy impact of foods has probably never been
greater and for good reason.
• Governments have been busy spreading the
message that healthy foods and a balanced diet
are vital for good physical and mental health and
general being of wellness.