Nestle was founded in 1867 in Geneva, Switzerland by Henri Nestle. Nestles first product was "Farine Lactee Nestle", an infant cereal. In 1905, Nestle acquired theHenri o nestle Anglo-Swiss Condensed Milk Company. Nestles relationship with India started in 1912. It began trading as The Nestlé Anglo- Swiss Condensed Milk Company (After Indias independence in 1947, the economic policies of the Indian Government emphasised the need for local production. Nestlé responded to Indias aspirations by forming a company in India and set up its first factory in 1961 at Moga, Punjab.
Nestlé India’s first production facility, set up in 1961 atMoga (Punjab), was followed soon after by its secondplant, set up at Choladi (Tamil Nadu), in 1967.Consequently, Nestlé India set up factories inNanjangud (Karnataka), in 1989, and Samalkha(Haryana), in 1993. This was succeeded by thecommissioning of two more factories - at Ponda andBicholim, Goa, in 1995 and 1997 respectively. Theseventh factory was set up at Pantnagar,Uttarakhand, in 2006.The 8th Factory was set up at Tahliwal, HimachalPradesh, in 2012.
About NestleNestlé India is a subsidiary of Nestlé . Switzerland. With seven factories and a large number of co- packers, Nestlé India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction. The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst Indias Most Respected Companies and amongst the Top Wealth Creators of India.
PRODUCTS OF NESTLE Milk Products & Nutrition From shelf-stable solution to chilled dairy. Prepared Dishes & Cooking Aids Preparing well balanced meals is a snap with Nestlé. Beverages Drink to an active life with Nestlé Beverages. Chocolates & Confectionery Delighting the senses with a range of tastes and textures.
The company is acknowledged as one of the leadingcompanies in the FMCG sector with “ Top rated wealth creatorsof India” It is progressively evolving intofood,beverage,nutriton,health, wellness and touching lives ofpeople. Nestle India has strong brands like Maggi, Nescafe, Cerelac,Lactogen, kit Kat polo, Milo and Polo. It has set up “café nescafe” and “coffee corners” in minimetros. Nestle is leveraging the vast consumer base in India. There has been continuous focus on values.
Helps reinforce the message and the recognition of the brand The little stroke above the letter E suddenlyThe words “NESTLE” N’s stroke covers makes the word cafécombines with the sense all the rest of the be seen as oneof fun and warmth of a letters to create separate word“CAFÉ” unity White on a contrast Letter style is strong and bold background color which can be representing the strength of its quality slightly altered to suit the Also implies sophistication of its taste packaging of any product through the use of Serif font.
Tag line Argentina:”Change the day start within” Germany: Give yourself a break” United state: “The smart choice” India:”good food good life”
strategy Nescafe employs a “think globally ,act locally” strategy nescafe coffee is marketed as global brand even through advertisement messages and product formulation very to suit cultural . Nestle uses the most suitable language for advertising in different countries .
Nestlé is the biggest food company in the world, with a market capitalisation of roughly 191 billion Swiss francs, which is more than 200 billion U.S. dollars. In 2011, consolidated sales were 107.6 billion and net profit was 10.43 billion
SWOT Analysis of Nestle Strength :- BRAND IMAGE Marketing strategies established by the company are innovative and lure customers. Financial, marketing and sales strategies are formulated by gauging the Periodic research carried out to judge market trends.
Weaknesses :- · The target market of Nestle MilkPak is upper middle and high class because lower middle and poor class cannot afford to buy UHT milk due to its premium price. · It is a main weakness of MilkPak that there are different companies of milk but the name of nestle MilkPak is always stand in the last because of low advertising and marketing.
Opportunities :- To expand the cold dairy products range, Nestlé fruit yogurt is the latest addition to this group. The cold dairy market offers many opportunities for the company which can capitalize these products by banking on its superior quality milk. The coffee brand also offers many opportunities for the company to expand by tuning the taste of the masses towards coffee. Credit policy can be adopted to increase sales
Threats :- · Price fluctuations due to rupee devaluation as raw material are imported. The uncertainty of economic conditions poses a great threat as the major funds invested in the country come from outside India. · The present economic crisis in the world, led to the withdrawal of foreign management from the company and the investment has come to a halt. Effect of Seasonality’s upon sales.