This document discusses Nestle, the largest food company in the world. It outlines Nestle's brand portfolio structure, from corporate brands to local brands. Nestle has a hierarchical brand portfolio structure to manage its many brands globally. The document also discusses Nestle's branding strategy, including establishing branding standards and linking corporate communications to product advertising. It provides the example of Nestle's acquisition of the Kit Kat brand and the challenges of applying its double branding strategy internationally.

2. Case study
 Presented by:
 Navendu prakash 21
 Hitesh jadhav10
 Atul bagde 02

3. Nestle is a Swiss multinational food and
beverage company headquartered in
Vevey, Switzerland. It is the largest food
company in the world measured by
revenues.
 Nestlé’s products include baby food, bottled
water, breakfast cereals, coffee and tea,
confectionery, dairy products, ice cream,
frozen food, pet foods, and snacks.
 Twenty-nine of Nestlé’s brands have annual
sales of over about US$1.1 billion including
Nespresso, Nescafé, Kit Kat, Smarties,
Nesquik, Stouffer’s, Vittel, and Maggi.
 Nestlé has 447 factories, operates in 194
countries, and employs around 333,000
people.
It is one of the main shareholders of

5. Branding- Logo
 Nestle’s logo
The ‘Nest’ was a graphical translation
of Henry Nestle’s name which meant
little nest.
• Logo attempted to convey security,
maternity and affection

6. Brand portfolio
 Corporate strategic brand
Numbers – 10
Managed by- senior executive based
at nestle’s headquater.
Each product brand was supported by
one of its corporate brand.
Eg. Nestle milo

7. Contd...
 World wide strategic product brand
Numbers- 45
Responsibility of general management
at SBU
Eg. Polo was managed by chocolate
and confectionaries

8. Contd...
 Regional brand
 Numbers – 140
Responsibility of SBU and regional
management
• Local strategic brand
Numbers- 700
Important to particular countries
Managed by local market and monitored
by SBU

9. Branding strategy
 Comprehensive brand positioning and
communication system to
communicate. its long term vision of
brand’s personality
 Established minimum labelling
standards to protect its brand.
 Established a link between corporate
communication theme and product
advertising.
 Established a balance between global
and local brand identities.

11. KIT-KAT goes International
 Nestle acquired Rowntree’s brand in
1988
 KIT-KAT had no mention of Rowntree
 Advertisements were not accepted in
European market.
 company decided to support ‘KIT-KAT’
with ‘Nestle’.
 Consumer loyalty for KIT-KAT worked
in UK where as Nestle’s name in
European market.

12.  Critically analyze Nestle’s branding
strategies. The company successfully
managed a large portfolio of brands
across the globe. Why do u think it
was so successful????

13. Discuss the rationale for Nestle’s
double branding strategy. What
problem did company face when
applying the same strategy to KIT-KAT???

14.  Why did company decide to retain the
advertising slogan
“have a break, have a KIT-KAT”

15. Thank you