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 Nestl wasfoundedbyHenriNestlein1867 It stheworld sleadingnutrition healthandwellnesscompany Theirmissionof GoodFood GoodLife istoprovideconsumerswiththebesttasting mostnutritiouschoicesinawiderangeoffoodandbeveragecategoriesandeatingoccasions frommorningtonight Founder HenriNestl 10August1814 7July1890 wasaGermanconfectionerandfounderofNestl theworld slargestfoodandbeveragecompany aswellasoneofthemaincreatorsofcondensedmilk History Nestl cantraceitsoriginsbackto1866 whenthefirstEuropeancondensedmilkfactorywasopenedinCham Switzerland bytheAnglo SwissCondensedMilkCompany Oneyearlater HenriNestl atrainedpharmacist launchedoneoftheworld sfirstpreparedinfantcereals Farinelact e inVevey Switzerland Thetwocompaniesmergedin1905tobecometheNestl youknow withheadquartersstillbasedintheSwisstownofVevey Weemployaround280000peopleandhavefactoriesoroperationsinalmosteverycountryintheworld Nestl salesfor2010werealmostCHF110bn Logo Development TheNestl logowaslaunchedbyHenriNestl in1868onthebasisofthemeaningofhisnameinGerman i e littlenest andofhisfamilyemblem thatyoucanseehere Henriobtaineda15 yearFrenchpatentforhislogoin1868 Afterheretired itwasregisteredinVeveyin1875bythenewownersofhiscompany In1938 thetraditionalnestdesignwascombinedwiththe Nestl nametoformwhatiscalledthecombinedmark In1966thedesignwassimplified In1988 theworminthemotherbird sbeakwasremovedandthefledglingsbecametwoinsteadofthree Nestl hassome6 000brands withawiderangeofproductsacrossanumberofmarkets includingcoffee Nescaf Nespresso etc bottledwater Buxton Perrier etc milkshakesandotherbeverages Nesquik Milo Carnation etc chocolate MilkyBar AfterEight andmanyothers icecream H agen 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 ListofNestl brands 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 Nestl believesthatitisonlypossibletocreatelong termsustainablevalueforourshareholdersifourbehavior strategiesandoperationsalsocreatevalueforthecommunitieswhereweoperate forourbusinesspartnersandofcourse forourconsumers Wecallthis creatingsharevalue Management Asweallknow ifabrandwantstobewelcomedbythepublicandhasitsownpositionintheworld itsmustownitscharacteristicsanddistinguishfromothers Nestlejustdoestheminpoint Inourperspectiveofview thesuccessofNestlecanbeconcludedtothefollowingpoints Tostartwith we dliketosaythatNestlekeepsinmindthatsatisfyingthen