WHO

CerealsCoffeeWaterOther drinksShelf stableChilledIce creamInfant foodsPerformance nutrition

WHAT

Health care nutritionSeasoningsFrozen foodsRefrigerated productsChocolate, confectionery and baked goodsWonka confectionery brandsFood service productsPetcare

WHERE

Nestle is the largest nutrition and foods company in the world. Nestle was founded and headquartered in Vevey, Switzerland. Nestle stands in the global market within the field of food processing, holding majority of shelves in supermarkets.

WHY

Customers particularly buy Nestle products as it is a well known and trusted brand. It provides products that compliment a large market of day-to-day nutrition and food. Ranging from healthcare, to nutrition, confectionary, drinks, cereals and infant foods.

WHERE

Nestle is a multibillion dollar corporation that mass-produces products globally. Nestle products are generally found in small-large supermarkets, express stations, pharmacy’s and nutritional stores.

CATEGORY

Nestle’s category/product belongs in the health food/confectionary isle. There reputation within the world of consumerism as a healthy brand choice in supermarket shelves.

OVERVIEW

History

Is the largest food and nutrition company worldwideFounded in vevey, Switzerland, Originated in 1905 of the Anglo-Swizz Milk Company.Then branched of by Henri Nestle’, Beginning production on condensed milk and infant formula products. Following this the company expanded rapidly during the first and second world wars, with the supply of food rations.

OVERVIEW

Market Position Nestle has always been the market leader as a food and nutrition provider, due to the fact they have become a monopoly, buying out the competition, and adding them to the multinational umbrella.

Company OrganisationNestle is run like many other multinational organisations consisting of a board of directors, and operating managers throughout the global regions.

OVERVIEW

Brand InventoryNestlé has 6,000 brands, with a wide range of products across a number of markets including coffee (Nescafé), bottled water, other beverages (including Aero (chocolate) & Skinny Cow), chocolate, ice cream, infant foods, performance and healthcare nutrition, seasonings, frozen and refrigerated foods, confectionery and pet food.

PRODUCTS

SITUATIONANALYSIS

BRAND PROMISE

Existing brand promise:

Nestle’s 2010 corporate business principle document states that Nestle’s brand has been built over 140 on the fundamental principles that ensure all their activities are sustainable, whilst creating additional value for society. They call this “Creating Shared Value”

Nestle make it a priority to focus on three main things including Creating Shared Value, Sustainability, and Compliance (Business Principles, Laws, Codes of Conduct).

Their brand promise is to provide the best quality nutrition, health and wellness with their products, whilst maintaining quality and assurance and product safety. This ensures that their consumers are well taken care of, and they are in constant communication with their consumers.

Accuracy of the brand promise:

The brand promise is actively reviewed and executed in every aspect as revealed by the Creating Shared Value Report and the fact that Nestle incorporate the Global Reporting Initiative (GRI) B+ standard. To score B+, an organisation must comply with all the elements a level B grading, on top of having its report assured by a third-party verifier.

SITUATIONANALYSIS

Relevance of the brand promise:

Nestles brand promise permeates through to the people that it is targeted towards, its consumers. Nestle keeps a close relationship with its consumers and the community that it has a direct impact upon, and there is evidence of this through the variety of the reports that Nestle constantly update and investigate, including eradicating extreme poverty, promoting gender equality and empowering women, Ensuring environmental sustainability, improving maternal health and reducing child mortality (which is one of its original brand promises, as Nestle began by manufacturing baby foods)

SITUATIONANALYSIS

Tangibly and Consistency:

1: Eradicating extreme poverty and hunger2: Achieve universal primary education3: Promise gender equality and empower women4: Reduce Child Mortality5: Improve maternal health6: Combat HIV/AIDS, malaria and other diseases7: Ensure environmental sustainability8: Develop a global partnership for development

SITUATIONANALYSIS

Is the brand promise unique?:

Whilst many of the promises that the brand make are not unique to Nestle, it’s uniqueness comes from the amount of focus and information provided to the general public, covering a wide range of areas that many other brands don’t divulge with the same amount of confidence and thoroughness.

SITUATIONANALYSIS

BRAND PERSONALITY

Brand qualities: Trusted, established. Renowned, family, stable, broad, reliable

Brand consistencyNestle is renowned for their brand consistency. Throughout Nestle’s product range, the logos, tag lines, fronts and imagery, all displays a sense of similarity. This consistency is considered a key to successful branding; allowing their brand to stand out in supermarket shelves.

CURRENTBRANDING

PACKAGING

Bold in new packaging ideas, often early adapters of promising new technologies. eg

TETRAPAK-Dog Food (freskies). First and only to use self heating can for Nescafé

Coffee.

ADVERTISING

Considering that Nestle have over 6000 brands, they have tapped into all areas of

advertising from television to highway billboards, all attracting a different target market.

With Club chocolate, Nestle aims themselves at adults that enjoy indulgencing in dark

chocolate, with seductive advertising. To uncle Tobys Roll ups, aimed at children, by

placing children in the advertising campaigns.

CURRENTBRANDING

PUBLIC RELATIONS

According to a 2006 global survey of online consumers by the Reputation Institute,

Nestlé has a reputation score of 70.4 on a scale of 1–100. Which boasts that they are

a well know trusted brand. One of the most prominent controversies involving Nestlé

concerns the promotion of the use of infant formula to mothers across the world including

developing countries, an issue that attracted significant attention in 1977 as a result of

the Nestlé boycott. Nestlé’s policy, however, states that breast milk is the best food for

infants; however, women who cannot or choose not to breast feed for whatever reason

do need an alternative to ensure that their babies are getting the nutrition they need.

CURRENTBRANDING

POINT-OF-SALE PROMOTIONS

Nestle has governed the point-of-sale, with the placement of chocolate bars and other

confectionary, usually placed in the prime location (eye level), but do face plenty of

competition as this is where Nestle has its most competition.

PERSONAL SELLING

Nestle constantly undertakes personal selling techniques when introducing new

products, or trailing new products, as this a great way to boost sales, or if a new product

will be greeted warmly.

COMPETITORS

Nestle have an extremely wide variety of competitors due to its large footprint in the global market, ranging from dairy, confectionary, baby foods, pet foods, etc.However their main competitors include other multi- brand corporations including Unilever, Mars and Hersheys.

BRANDSTRATEGY

What opportunities exist?Complimenting an existing Nestle productCreating a new product line directed at the healthier marketA “Green” or “Pro-Environment” product lineOrganic Range New Segments?AlcoholFresh ProduceSub segments - Complimentary to existing Nestle products

BRANDSTRATEGY

Trends? (Existing)LiteFat FreeLow GIOmega 3CalciumEnergy Boost – Eg: GuaranaLow Calorie – Reduced Sugar Unmet needs?Fresher lookOrganic“Green”Upmarket – expensive Brand differentiation?Similar to Competitors – Peters vs. Streets (similar looking)Nestle is quiet conservative – breakout of this?

BRANDSTRATEGY

Image or Identity Gaps?FreshOrganicClassyExpensive Motivations?Growing obesity epidemicGood healthGuilt Free Benefits that could be focused on?HealthyNaturalGreenFastSnackNew Flavour combinationsExotic new flavour experiencesDelicious and good for you

BRANDSTRATEGY

Possible challenges/threats?Stereotyping with existing Nestle productsConvincing otherwise (from existing brand stereotypes) Solutions?AdvertisingTrialsFree samples