雀巢品牌全球化

Nestle shareholders
Why Nestle could run Hundreds years in low profits but its shareholders didn’t protest?
Because most shareholders of Nestle are farmers. As a farmer they don’t need a high profits usually, they are more likely to ask for stable dividends, so Nestle can achieve high sales.
← ×
→
广告分析
Third Stage
Advertisements changed into a lifestyle guide, closely related to the lifestyle of the young people.
← ×
→
生活的优雅
恋人的甜蜜
工作的轻松
日子的享受
Micro Blog
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 •World's most well-known multinational companies.
Brand type
There are many factory in the world There are many products
广告分析
Advertise on Nescafe
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 weren't seem lazy anymore, and Nescafe became the greatest instant coffee at that time.
← ×
→
产品分析
Nestle coffee product analysis
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.
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
•The history of Nestlé began in Switzerland in 1867 when Henri Nestlé launched his product Farine Lactée Nestlé, a nutritious gruel for children.
← ×
→
同一品牌下不同口味
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.

← ×
→
客户分析
Consumer Analysis
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.
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
← ×
→
。
广告分析
Second Stage •The advertisement changed the focus into product's quality: purity, good taste and rich aroma. •"Nescafe - the real coffee" is Nescafe's slogan in 1950s.
Next
Nestlé
Brand Globalization
Strategy
Nestlé
OF Nestlé
思考全球化，行动当地化
Nestlé
What is brand globalization？
Enterprise should have the 1）The strategic vision on a global same Global brand strategy does production, scale, by virtue of the power of not means the global market different the overseas market, strive to is using a unified strategy or advertisement. expand the coverage of our differentiation strategy, but it enterprise to enable it become Let strategy is What is the strategy？introduce the global brandus a world-renowned brand, it can 2）The same 3）Production Nestle’s global based on the global market to be using globalization base without transnational is product for develop their own brand, thus the Brand stategy They do not only use strategy in different global nation limited，launch acountries. whole market to becoming the their own resources and one of the employ the brand enterprise in the nation markets, world's well-known brands. but also use people and activities of The enterprises in foreign resources and contribute to local. transnational the global marketing markets, for their production and production, organization activities, establish management, and the their own brand and international process of occupation positioning image, marketing activities. of the world market. and achieve a global goal.
雀巢公司及雀巢咖啡发展史
The history of Nestlé
•Was founded in 1866 by Henri Nestlé and is today the world's biggest food and beverage company.
← ×
→
雀巢公司发展史
The history of Nestlé
Байду номын сангаас
← ×
→
The consumer segment: mass type Conservative type strong-minded type Youth
type
Age concentrated in 25-35, focusing on brand consumption. They care family and working ,but their rest 30-45 years old is in the regularity is poor. majority, willing to sacrifice the leisure time to earn money, like foreign products. 18-30 years old, "for advertising kindness", "pay attention to popular Age concentrated in 25-35, do not new trend", "wants to be with a unique 35-45 years old are in want to be "unique style". Lessthe style". majority, don't pay attention to affected by advertising, brand loyalty is romantic, also do not focus on low. the "popular new trend".
Coffee product introduction
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