《雀巢品牌全球化》PPT课件.ppt

,Brand,Globalization,Strategy,of,Nestl,Brand,Globalization,Brand,Strategy,Globalization,Brand,Strategy,Brand,Strategy,Globalization,Brand,Strategy,Brand,Globalization,Brand,Strategy,Globalization,Brand,1. What is brand globalization? 2. How does Nescafe globalize their brand? 2.1 Company review 2.2 .Product review 2.3. Advertise on Nescafe 2.4. High sales but low profiit 2.5 Takeover other companies 2.6. Improve working environment 2.7. Get things “online“ 3. Summary 4. Suggestions for China enterprises,味道好极了,“味道好极了” make thousands of people in China know about Nescafe Is now a famous trademark in the world food industry Worlds most well-known multinational companies.,Next,Nestl,To Think Globally,To Act Locally,思考全球化，行动当地化,The enterprises in the global marketing activities, establish their own brand positioning image, and achieve a global goal.,Global brand strategy does not means the global market is using a unified strategy or differentiation strategy, but it is the global brand strategy based on the global market to develop their own brand, thus becoming the one of the worlds well-known brands.,Enterprise should have the strategic vision on a global scale, by virtue of the power of the overseas market, strive to expand the coverage of our enterprise to enable it become a world-renowned brand, it can be using transnational strategy in different countries.,What is the strategy？,1）The same production, different advertisement.,2）The same product for the whole market,3）Production base without nation limited，employ the nation people and contribute to local.,Let us introduce Nestles global stategy,Brand globalization is to launch a global brand enterprise in the activities of transnational production and management, and the process of occupation of the world market.,They do not only use their own resources and markets, but also use foreign resources and markets, for their production, organization and international marketing activities.,雀巢公司及雀巢咖啡发展史,Was founded in 1866 by Henri Nestl and is today the worlds biggest food and beverage company.,The history of Nestl,雀巢公司发展史,The history of Nestl began in Switzerland in 1867 when Henri Nestl launched his product Farine Lacte Nestl, a nutritious gruel for children.,The history of Nestl,同一品牌下不同口味,Nescafe 3 in 1 Nestle Espresso Coffee 1 +2 Nescafe Ice 1 +2 Nestle coffee, alcohol 100% pure coffee products Nestle Coffee-Mate Nestle Gold Coffee Nestle Cappuccino Nestle Coffee Gift Box Gold Nestle Yunnan Coffee Gift Box,Coffee product introduction,产品分析,Product performance: the selection of the finest quality coffee beans mainly raw materials, through the fine fire baking, add coffee mate and sugar well drinks from the deployment. Mellow flavor, smooth texture, easy to drink, a red can.,Nestle coffee product analysis,客户分析,Young, enthusiasm, full of energy, they are the fashion school students and working class. They have a strong sense of enterprise, but also to face the pressure of work and a constant challenge.,Consumer Analysis,18-30 years old, “for advertising kindness“, “pay attention to popular new trend“, “wants to be with a unique style“.,30-45 years old is in the majority, willing to sacrifice the leisure time to earn money, like foreign products.,Age concentrated in 25-35, do not want to be “unique style“. Less affected by advertising, brand loyalty is low.,The consumer segment:,mass type,Brand type,Conservative type,Youth type,strong-minded type,35-45 years old are in the majority, dont pay attention to romantic, also do not focus on the “popular new trend“.,Age concentrated in 25-35, focusing on brand consumption. They care family and working ,but their rest regularity is poor.,There are many factory in the world There are many products,1、Label Standards,2、Packaging design manual,3、Branding strategy,广告分析,First stage 1930s, instant coffee just invented. Nescafe advertising emphasized the convenience it can bring to people, but it seem “too lazy“ by housewives. So it failed. By the times, women position raised, instant coffee werent seem lazy anymore, and Nescafe became the greatest instant coffee at that time. 。,Advertise on Nescafe,广告分析,The advertisement changed the focus into products quality: purity, good taste and rich aroma. “Nescafe - the real coffee“ is Nescafes slogan in 1950s.,Second Stage,广告分析,Advertisements changed into a lifestyle guide, closely related to the lifestyle of the young people.,Third Stage,生活的优雅,恋人的甜蜜,工作的轻松,日子的享受,Micro Blog,Nescafe Advertisement in China,“ It tastes good “ “Great start of a day“,Nestle coffee sales strategy,Our great target is to capture market Our effective means is that taking low profits to capture a big Market through Our perfect sales network,High sales but low profits,As a multinational company, for over 130 years, Nestle Company haves high sales always, but its profit is low. Its Average annual profit accounts for sales only 1% -1.5%. In fact, Nestle always insists on the management policy small profits and quick turnover to get a high sales.,Nestle shareholders,Why Nestle could run Hundreds years in low profits but its shareholders didnt protest? Because most shareholders of Nestle are farmers. As a farmer they dont need a high profits usually, they are more likely to ask for stable dividends, so Nestle can achieve high sales.,Another important factor,Why Nestle can achieve a high sales? Another important factor is to realize localization. When Nestle coffee enters one new market, it can adjust its taste to cater to locals quickly, through by using local raw materials and producing in local, also its price is affordable for locals.,Perfect sales network,Nestle company choose a traditional sales mode the company sales coffee to distributors and distributors sales coffee to customers. Through by this model everyone either women or men can buy Nestle coffee all over the world.,2002 In June Nestl acquired 67% of Dreyers. In January 2006 it took full ownership of the company, thus becoming the worlds biggest ice cream maker, with a 17.5% market share. Dreyers has also acquired its own ice cream brands, including the Seagroves Ice Cream brand in Utah.,Value employees and provide a good and comfortable working environment,What are the explanations of the happiness in Nestle: 1.explore staffs ability and give them new tasks and 2.Listen to the staff and help them realize their dreams 3.Listen to the staff and help them realize their dreams,Walk into network world,With the development of science, the standard of living of people has continuously being improved and network has also become an indispensable part of peoples lives. Nestle aware of that only by keeping abreast of the times, thinking positively and constantly coming up with new ideas can help to create a lasting business.,1. Diversity requirement of consumers should be comprehend accurately.Enhancing brand awareness and learn how to deal with market differentiation.,3.To join international market competition by rational merger and acquisition.Making full use of resort while lowing down the cost of all.,4.National and international talents are required to support a cultural diversity enterprise.,What are the suggestions of Chinese enterprisess about how to establish and implement company s brand globalization strat