雀巢公司介绍(英语).ppt

雀巢,1.BriefIntroduction,3.Logo,2.TheHistoryofDevelopment,4.BrandPositioningandProducts,5.AdvertisementShow,6.MarketingStrategy,7.OrganizationManagement,8.FeelingandSummary,Nestl,NestlwasfoundedbyHenriNestlein1867.Itstheworldsleadingnutrition,healthandwellnesscompany.TheirmissionofGoodFood,GoodLifeistoprovideconsumerswiththebesttasting,mostnutritiouschoicesinawiderangeoffoodandbeveragecategoriesandeatingoccasions,frommorningtonight.,Founder,HenriNestl,(10August18147July1890),wasaGermanconfectionerandfounderofNestl,theworldslargestfoodandbeveragecompany,aswellasoneofthemaincreatorsofcondensedmilk.,History,Nestlcantraceitsoriginsbackto1866,whenthefirstEuropeancondensedmilkfactorywasopenedinCham,Switzerland,bytheAnglo-SwissCondensedMilkCompany.Oneyearlater,HenriNestl,atrainedpharmacist,launchedoneoftheworldsfirstpreparedinfantcerealsFarinelacteinVevey,Switzerland.Thetwocompaniesmergedin1905tobecometheNestlyouknow,withheadquartersstillbasedintheSwisstownofVevey.Weemployaround280000peopleandhavefactoriesoroperationsinalmosteverycountryintheworld.Nestlsalesfor2010werealmostCHF110bn.,Logo,Development,TheNestllogowaslaunchedbyHenriNestlin1868onthebasisofthemeaningofhisnameinGerman,i.e.littlenest,andofhisfamilyemblem(thatyoucanseehere).,Henriobtaineda15-yearFrenchpatentforhislogoin1868.Afterheretired,itwasregisteredinVeveyin1875bythenewownersofhiscompany.,In1938,thetraditionalnestdesignwascombinedwiththeNestlnametoformwhatiscalledthecombinedmark.,In1966thedesignwassimplified.,In1988,theworminthemotherbirdsbeakwasremovedandthefledglingsbecametwoinsteadofthree.,Nestlhassome6,000brands,withawiderangeofproductsacrossanumberofmarkets,includingcoffee(Nescaf,Nespresso,etc.),bottledwater(Buxton,Perrier,etc.),milkshakesandotherbeverages(Nesquik,Milo,Carnation,etc.),chocolate(MilkyBar,AfterEight,andmanyothers),icecream(Hagen-Dazs,SkinnyCow,etc.),breakfastcereals(Cheerios,GoldenNuggets,Shreddies,etc.),infantfoods(nowincludingGerberproducts),performanceandhealthcarenutrition(Nesvita,PowerBar,etc.),seasonings,soupsandsauces(Maggi,Buitoni,etc.),frozenandrefrigeratedfoods(Findus,LeanCuisine,etc.),confectionery(Rowntreeproducts,Caramac,Wonkaproducts,etc.),andpetfood(Winalot,Felix).,Products,Mainarticle:ListofNestlbrands,Coffee,BerasRice,Drinks,IceCream,MilkPowder,MineralWater,1.Nescafe(雀巢咖啡)2.Nestea(雀巢冰茶爽)3.NestelProfessionalCatering(雀巢专业餐饮)4.Netren(雀巢佳膳营养品)5.Klim(克宁奶粉)6.Carnation(三花淡奶)7.Perrier(毕雷矿泉水)8.Maaggi(美极调味品)9.BaiFuTofu(百福豆腐)10.KitKat(奇巧巧克力)11.Friskies(喜跃宠物食品)12.Polo(宝路糖果)13.Milo(雀巢美禄)14.YinLu(银鹭)15.XuFuJi(徐福记),Brands,MarketingStrategy,1.Beingacompanydedicatedtofoodfromthebeginning.,2.NestleaimistobecomegloballeaderinFoodandNutritionCompanyintheworldandsustainthatposition.,3.ToachievethisvisionNestlehastwostepstofollow,firstisHighqualityandcollaboration,whichisintegralpartofanyfoodbusinesstoflourishandsecondisFocusone-businessandwebsites.,4.Nestleisdedicatedtoprovidingthebestfoodstopeoplethroughouttheirday,throughouttheirlives,throughouttheworld.,5.Nestlehasarichworkingculturewhichmotivatesitsemployeestoservebesttoitscustomerswiththehelpofthevarietypresentintheirproductrange.,6.Nestlehasastrongtopmanagementteamwhichrunsonstrongvaluesandprinciplesofthecompany.,Webelievethatleadershipisaboutbehavior,andwerecognizethattrustisearnedoveralongperiodoftimebyconsistentlydeliveringonourpromises.Nestlbelievesthatitisonlypossibletocreatelong-termsustainablevalueforourshareholdersifourbehavior,strategiesandoperationsalsocreatevalueforthecommunitieswhereweoperate,forourbusinesspartnersandofcourse,forourconsumers.Wecallthiscreatingsharevalue.,Management,Asweallknow,ifabrandwantstobewelcomedbythepublicandhasitsownpositionintheworld,itsmustownitscharacteristicsanddistinguishfromothers.Nestlejustdoestheminpoint.Inourperspectiveofview,thesuccessofNestlecanbeconcludedtothefollowingpoints.Tostartwith,wedliketosaythatNestlekeepsinmindthatsatisfyingthenee