Nestle is a Swiss multinational food and drink conglomerate founded in 1866 in Vevey, Switzerland. It has over 2,000 brands and operations in over 187 countries. Nestle's wide range of products includes baby food, bottled water, coffee, confectionery, dairy, frozen food, pet food and pharmaceuticals. The company has annual sales of over $100 billion and its headquarters remain in Vevey, Switzerland.

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By:- Bapi kumar
das,
Pranav Anand,
Vivek krishnan

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Nestlé

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Table Of Contents
 Introduction
 History
 Mission & vision
 Brands & products
 Major brands
 Ad & Campaigns
 Marketing Tactics
 Swat analysis
 Conclusion

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INTRODUCTION
 “Nestlé” isaSwiss-German word which means“LittleNest” which is
itstrademark
 Today, Nestléistheworld'slargest and most diversified food
company.
 It hasaround 2,50,000 employees, 500 factoriesand 8000 rangeof
productsacrosstheglobe.
 It isoneof themain shareholdersof L'Oreal, theworldslargest
cosmeticscompany.
 Nestlé'srelationship with Indiadatesback to 1912, when it began
trading asTheNestléAnglo-SwissCondensed Milk Company (Export)
Limited, importing and selling finished productsin theIndian market.

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 NestleIndiaisengaged in themanufacturing, marketing,
exporting and salesof food and beverages.
 It hasseven manufacturing facilitiesand exportsitsproducts
to Russia, Australiaand Africa.
 NestleIndiahad aannual salesof over 5000 crorelast year
and hasbeen enjoying agrowth of around 20 percent in the
last 2 years.
 NestléIndiaset up itsfirst manufacturing facility at Moga
(Punjab) in 1961 followed by itsmanufacturing facilitiesat
 Choladi (Tamil Nadu), in 1967;
 Nanjangud (Karnataka), in 1989;
 Samalkha(Haryana), in 1993;
 Pondaand Bicholim (Goa), in 1995and 1997, respectively;
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 Pantnagar (Uttarakhand), in 2006.
 In 2012, NestleIndiaset up its8th manufacturing facility at
Tahliwal (Himachal Pradesh).
 The4 Branch Officeslocated atDelhi, Mumbai, Chennaiand
Kolkatahelp facilitatethesalesand marketing activities.
 TheNestléIndia’sHead Officeislocated in Gurgaon,
Haryana.

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Board of Directors
 PeterBrabeck
(Chairman of the Board of Directors, Nestlé S.A.)
Term expires: 2015
 Poulbulcke
(Chief ExecutiveOfficer, NestléS.A.)
Term expires: 2015
Directors and Officers of nestle India
 Mr. AntonioHelioWaszyk(Chairman and Non-ExecutiveDirector)
 Mr. EtienneBenet(Managing Director)

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History
 Nestlebegan in Switzerland in mid 1860s
by HENRI NESTLE
 Mr. Nestlébegan hisbusinessin thesmall swisslakesidetown of
Vevey,using Milk from thelocal area.
 It’sfirst product wasababy product.
 He realised that in order to change perceptions about his brand new
product he had to convince the scientific community of its merit so he
produced aseriesof pamphlets,distributed to doctors& pharmacists.

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 Mr. Nestlerecognised theimportanceof branding from thevery
beginning.
 Hislogo, featured small birdsbeing fed in anest on an oak branch.
 Although it hasbeen updated over theyears,it remainstherecognisable
and distinctivelogo of nestletoday.
 Nestlebegan asapharmacist’sassistant but when hesold thecompany
at theageof 60, in 1875,it wasalready international successselling his
famousmilk based baby food – FARINE LACTEE- acrossfour
continents.

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 In 1905 it merged with itsbiggest competitor anglo-swiss
condensed milk company.
 Nescafewasdeveloped in 1930 and it becomeabeveragefor
theAmerican serving in Europeand Asia.
 Nestlewasthefirst to expand into chocolateactivity.
 Nestleistheworld’sbiggest food and beveragecompany.

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A 1915 advertisement for
nestle’s food

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Headquarter
Nestle headquartered in Vevey, Switzerland.
Headquarter

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MISSION
 Nestleisdedicated to providing thebest foodsto people
throughout their day, throughout their lives, throughout the
world
 Nestlecontributesto your well being and enhancesyour
quality of life
VISION
 To betheleading food and beveragecompany in theworld
providing customerswith healthy food at affordableprices

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Brands & Products
Nestle has 8000 diverse range of products which includes :
a) Milk Products g)petcare
b) Nutrition Products h)Bottled water
c) Beverages
d) Prepared Dishes
e) Chocolates and Confectionary
f) Pharmaceutical products
This makes Nestle the most diversified food product company.

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Major Brands

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Nestlé Ad Campaigns
NESTLÉ MUNCH Ad by Virat Kohli as Balakrishnan Vali

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Funny squirrel- Nestle KIT- KAT Ad Break Banta
Hai

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Marketing tactics(4P’S)

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Product strategy
 No matter how effectivethepromotion & packaging,afirm will find
avery difficult to market aproduct which failsto satisfy a
consumer’sneed.
 Example-: “kit-kat”wasintroducetwo products likefour finger
chocolatebar, it’ssalewasat corner shops& newsagent, but two
finger sold in supermarket.
Promotion strategy
 Nestle use Television Commercial & poster.
 Example:- kit-kat offer included free bar in the multibar family
packs & instant win deal with burger king in 1996..

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Pricing Strategy
 A key advantageof maintaining astrong brand imagein a
competitivemarket isdegreeof flexibility in thepricing
strategy.
year price
1937 1.60
1973 4
1998 5-7
2013 15-20

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Place strategy
 Nestlehasdeveloped distribution channelswhich insure
availability to buy wherever and whenever theconsumer
wishesto purchaseit
 Nestletriesto supply asmany outlet aspossible both
wholesaler and retailer channel

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Analysis
Strengths:
 Strong Brand image
 Quality of goods
 Focuson research and development
Weaknesses
 Very low Marketing
Opportunities
 Health Consciouspeople
 Increased knowledgeof health
Threats
 New and indirect competitors
 Product acceptance

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