雀巢公司介绍 (英语).ppt

Brief IntroductionBrief IntroductionLogoLogoThe History of DevelopmentThe History of DevelopmentBrand Positioning and ProductsBrand Positioning and ProductsAdvertisement ShowAdvertisement ShowMarketing StrategyMarketing StrategyOrganization ManagementOrganization ManagementPART 1PART 2PART 2Feeling and SummaryFeeling and SummaryPART 3PART 3 Nestlé was founded by Henri Nestle Nestlé was founded by Henri Nestle in 1867.It’s the world's leading in 1867.It’s the world's leading nutrition, health and wellness company. nutrition, health and wellness company. Their mission of "Good Food, Good Their mission of "Good Food, Good Life" is to provide consumers with the Life" is to provide consumers with the best tasting, most nutritious choices in a best tasting, most nutritious choices in a wide range of food and beverage wide range of food and beverage categories and eating occasions, from categories and eating occasions, from morning to night. morning to night.  Henri Nestlé Henri Nestlé, (10 August 1814 – 7 July 1890), was a German confectioner and founder of Nestlé, the world's largest food and beverage company, as well as one of the main creators of condensed milk. Nestlé can trace its origins back to 1866, Nestlé can trace its origins back to 1866, when the first European condensed milk factory when the first European condensed milk factory was opened in was opened in ChamCham, Switzerland, by the Anglo-, Switzerland, by the Anglo-Swiss Condensed Milk Company. One year later, Swiss Condensed Milk Company. One year later, Henri Nestlé, a trained pharmacist, launched Henri Nestlé, a trained pharmacist, launched one of the world’s first prepared infant cereals one of the world’s first prepared infant cereals ‘‘FarineFarine lactéelactée’ in ’ in VeveyVevey, Switzerland., Switzerland. The two companies merged in 1905 to become the The two companies merged in 1905 to become the Nestlé you know today, Nestlé you know today, with headquarters still based in the Swiss town of with headquarters still based in the Swiss town of VeveyVevey. We employ around 280 000 people and have . We employ around 280 000 people and have factories or operations in almost every country in the factories or operations in almost every country in the world. Nestlé sales for 2010 were almost CHF 110 world. Nestlé sales for 2010 were almost CHF 110 bnbn. . DevelopmentDevelopmentThe Nestlé logo was launched by Henri Nestlé in 1868 on the basis of the meaning of his name in German, i.e. little nest, and of his family emblem (that you can see here). Henri obtained a 15-year French patent for his logo in 1868. After he retired, it was registered in Vevey in 1875 by the new owners of his company.In 1938, the traditional nest design was combined with the "Nestlé" name to form what is called the combined mark.In 1966 the design was simplified.    In 1988, the worm in the mother bird's beak was removed and the fledglings became two instead of three.  Nestlé has some 6,000 brands,with a wide range of products across a number of markets, including coffee (Nescafé, Nespresso, etc.), bottled water (Buxton, Perrier, etc.), milkshakes and other beverages (Nesquik, Milo, Carnation, etc.), chocolate (Milky Bar, After Eight, and many others), ice cream (Häagen-Dazs, Skinny Cow, etc.), breakfast cereals (Cheerios, Golden Nuggets, Shreddies, etc.), infant foods (now including Gerber products), performance and healthcare nutrition (Nesvita, PowerBar, etc.), seasonings, soups and sauces (Maggi, Buitoni, etc.), frozen and refrigerated foods (Findus, Lean Cuisine, etc.), confectionery (Rowntree products, Caramac, Wonka products, etc.), and pet food (Winalot, Felix).Main article: List of Nestlé brandsCoffeeCoffeeBerasBeras Rice RiceDrinksDrinksIce CreamIce CreamMilk PowderMilk PowderMineral WaterMineral Water雀巢咖啡(Nescafe) 雀巢冰爽茶雀巢冰爽茶(NesteaNestea) 雀巢专业餐饮雀巢专业餐饮(Nestle Professional) 雀巢能恩奶粉雀巢能恩奶粉 雀巢佳膳营养品雀巢佳膳营养品(Nutren) Gerber婴儿食品(Gerber) 克宁奶粉克宁奶粉(Klim) 三三花花淡奶(Carnation) 鷹鷹嘜嘜煉煉奶奶(Eagle) 毕雷矿泉水(PerrierPerrier) 雀巢冰激凌 Dreyer‘sDreyer‘s皇牌雪糕 MovenpickMovenpick雪糕 美极调味品(MaggiMaggi) 百福百福豆腐 奇巧巧克力(Kit Kit KatKat) 甘脆朱古力(CrunchCrunch) 喜跃宠物食品(FriskiesFriskies) 爱宝宠物食品(AlpoAlpo) 普瑞纳普瑞纳宠物食品(PurinaPurina) 宝路糖果宝路糖果(Polo) 美禄|雀巢美禄(MiloMilo) 聪明豆聪明豆(Smarties) 欧莱雅26.4%股份第2大股东 雀巢营养雀巢营养 五羊冰激凌五羊冰激凌 太太乐太太乐80% 豪吉豪吉 雀巢水业集团雀巢水业集团拥有72个瓶装水品牌全球最大的瓶装水供应商 银鹭银鹭 徐福记徐福记  1.Being a company dedicated to 1.Being a company dedicated to food from the beginning. food from the beginning. 2.Nestle aim is to become global leader in Food and 2.Nestle aim is to become global leader in Food and Nutrition Company in the world and sustain that Nutrition Company in the world and sustain that position.position. 3.To achieve this vision Nestle has two steps to 3.To achieve this vision Nestle has two steps to follow, first is High quality and collaboration, which is follow, first is High quality and collaboration, which is integral part of any food business to flourish and integral part of any food business to flourish and second is Focus on e-business and websites. second is Focus on e-business and websites.  4.Nestle is dedicated to 4.Nestle is dedicated to providing the best foods to providing the best foods to people throughout their day, people throughout their day, throughout their lives, throughout their lives, throughout the world. throughout the world. 5.Nestle has a rich 5.Nestle has a rich working culture which working culture which motivates its employees to motivates its employees to serve best to its customers serve best to its customers with the help of the with the help of the variety present in their variety present in their product range. product range. 6.Nestle has a strong top management team 6.Nestle has a strong top management team which runs on strong values and principles of the which runs on strong values and principles of the company. company.  We believe that leadership is about behavior, and we recognize that trust is earned over a long period of time by consistently delivering on our promises. Nestlé believes that it is only possible to create long-term sustainable value for our shareholders if our behavior, strategies and operations also create value for the communities where we operate, for our business partners and of course, for our consumers. We call this 'creating shared value'.  As we all know, if a brand wants to be welcomed by the public and has its own position in the world, its must own its characteristics and distinguish from others. Nestle just does them in point. In our perspective of view, the success of Nestle can be concluded to the following points. To start with, we’d like to say that Nestle keeps in mind that satisfying the need of consumers is the priority. In the second place, Nestle keeps on changing and becoming better. The last but not the least, the attitude how to regard its employees is also a significant factor.。