Can you tell me something about Nestle?

[Introduction to Nestle Company] Enterprise History

Nestle's annual sales exceed $47.7 billion, of which about 95% comes from food sales, so Nestle is the largest food manufacturer and one of the largest multinational companies in the world. The company is famous for producing chocolate bars and instant coffee, and currently has a rich product range suitable for the local market and culture.

At present, Nestle has more than 400 factories in 60 Togo countries on five continents, and the production and sales of all products are completed by about 200 departments under the leadership of the headquarters. 98% of Nestle's sales come from abroad, so it is called "the most international multinational group".

/kloc-in the middle of 0/9th century, Swiss scholar-type food technician Henry? Nestel (Henry

Nesti) invented a dairy product used for child care, that is, adding fructose and nutrients to milk powder, which was an excellent child care food at that time, but the output was very small. Nestor still mainly engaged in scientific research.

In 1865, a friend told Nestor that because the babies drank his milk powder, they all grew up healthily, which changed the baby's habit of not drinking milk and solved the difficulties for the mothers. After hearing this news, Nestel finally founded a baby milk powder company in 1867, with his name Nestle as the brand name of its products and the bird's nest pattern as the trademark graphic. Because the English word "Nestle" and his name have the same root, Chinese is translated into "Nestle" together. In fact, Nestel means "settle down comfortably" and "snuggle up" in English; Nestle graphics will naturally remind people of a loving mother who is nursing a baby. Therefore, the sales of "Nestle" infant milk powder have been very good.

1905, Nestle Parenting Milk Powder Company merged with another American-run food company and was named Nestle Yingrui Condensed Milk Company; 1949 was acquired by another Swiss company and renamed Nestle Food Company. At the beginning of the 20th century, the company began to implement diversified production, and acquired and established enterprises all over the world, becoming the largest food manufacturer in the world. It has established branches in more than 20 countries, including the United States, Japan and Germany, with more than 65,438+0,200 factories and businesses, and its headquarters is located in Vivi, Switzerland. The company's sales in 1990 reached $33.3 billion, and its main products were 10 kinds of instant coffee, condensed milk, milk powder, baby food, cheese, chocolate products, candy and instant tea.

Among them, Nestle Coffee has the largest sales volume, mainly because of its excellent product quality and brand name, which makes consumers really feel "comfortable" and "snuggled up" when drinking. 199 1 year. According to the survey results of American Lantong Company, Nestle Coffee is listed as one of the world's 10 famous brands, and its brand value was determined as115.49 million USD in 1994.

Generally speaking, it seems that the "Nestle" brand came easily and didn't take much effort. Nesti named the brand after itself, but its name means "settle down comfortably" and "snuggle up" in English. Because of the specific meaning of its name, people naturally associate it with "Nestle" with the same English root, and take the Nestle pattern as the brand graphic, which in turn connects people with babies who need to be fed, loving mothers and healthy and nutritious Nestle products. It can be seen that the hard-won "Nestle" brand not only has its rich connotation, but also fully meets the basic requirements of trademark positioning.

First of all, "Nestle" is of great significance as a brand name. Although this word is very general, it is often something that people are familiar with that can deepen people's impression and produce many associations, thus being close to life and consumers. Secondly, generally speaking, it is unique. Everyone knows "Nestle", but only Nestle uses it in the trademark, which has become a unique synonym for the company in the world, and has established and expanded the company image, so it has become unusual. Thirdly, the close combination of "Nestle" name and "Nestle" graphics is also rare in the history of western trademarks. The close combination of the two can make people famous for their graphics and understand their graphics through their names, which is a veritable combination brand. Finally, Nestle's brand positioning fully embodies the specific functional positioning and emotional positioning.

[Introduction of Nestle Company] Development Strategy★ Development Strategy

[Introduction to Nestle] Development Strategy

Nestle people are used to using "calmness" to describe their personality. As a company headquartered in Switzerland, Nestle has always maintained the characteristics of Swiss rigor and seriousness. Some people call these characteristics of Nestle "slow temper", and sometimes Nestle is even accused of being conservative by competitors, but Nestle is indeed full of vitality.

Take a long view.

In China, Nestle has always stressed the need to provide China people with high-quality food suitable for the taste of China people. According to the company's overall development strategy, since Nestle entered China in 1980s, its products have expanded from milk powder and coffee to drinking water and ice cream.

However, in the field of production and sales, Nestle does not pursue short-term profits, but focuses on the long-term. For example, when Nestle introduced instant coffee in China, faced with the traditional tea drinking habits of China people, Nestle first cultivated the coffee drinking habits of China people. Nestle used advertisements and other means to publicize that drinking coffee is a fashion and trend, which successfully attracted a group of young people to choose coffee after "betraying" tea, and then the sales of Nestle coffee in the market increased.

Nestle admits that it has enough patience in cultivating the market and improving the quality of its products.

In the early 1980s, Nestle began to negotiate with the China Municipal Government on the dairy production project in Shuangcheng, Heilongjiang Province, but it didn't start production until seven years later, and it really entered a period of rapid development in the 1990s. It took so long because Nestle took it as a systematic project. Nestle spent a lot of time building a local production workshop with perfect environmental protection facilities, and also helped local farmers improve their cows. Nestle went through a similar process when it set up a factory in Dongguan to produce coffee. Nestle Dongguan Company had gone through negotiations for a year and a half before its establishment, but after the company started to operate, it did not "go all out", but first went to Yunnan to formulate an "assistance plan" for coffee planting.

During 1997, when Nestle set foot in the drinking water market in China, it decided to produce mineral water in the north and pure water in the south according to the characteristics of drinking water for consumers in China. Next, Nestle spent three years investigating the water source and determining the source. Nestle Ice Cream Project has spent a lot of time studying "the taste of China consumers", adding ingredients that people in China like, and developing product varieties suitable for the taste of people in China.

From attaching importance to affinity to quality appeal

2002 was an eventful year for Nestle. In May and June, Nestle was accused of problems in coffee and chocolate production. At the end of the year, Nestle was accused of containing unknown genes in foods sold in Asia.

Although Nestle will face a sudden crisis, it still leaves a good impression on consumers. This is closely related to Nestle's emphasis on "sustainable exhibition" and "integration into the culture and tradition of the host country".

In 1980s, Nestle products re-entered China, and the publicity strategy emphasized the use of the image of China people, so that China women and children with yellow skin and black hair and energetic China youth appeared in Nestle's advertisements and posters. An eternal slogan "Nestle Delicious" has narrowed the distance between Nestle and China people.

Nestle attaches great importance to the image of intimacy with the people of China in its promotional activities. Nestle not only retains the characteristics of Nestle in food packaging design, but also embodies the culture of China. Nestle attaches great importance to the promotion of traditional festivals in China, and prints festive and peaceful patterns reflecting China tradition on food gift boxes to attract consumers.

Nestle also actively sponsors public welfare activities closely related to the people of China. For example, Beijing's bid for the Olympic Games has been actively supported by Nestle. During Beijing's bid to host the Olympic Games, Nestle cooperated with the Office of the National Committee for Youth Work, held the activity of "New Beijing, Great Olympics, Let's Draw together", and sponsored six representatives of young pioneers of different nationalities to go to Switzerland, where the International Olympic Committee and Nestle's headquarters are located, to express the good wishes of Chinese sons and daughters to support Beijing's bid to host the Olympic Games. Establish the image of Nestle and China people standing together.

Nestle constantly emphasizes the nutrition and high quality of its products. 1999, at the initiative of Mr. Mu Li, CEO of Nestle China Company, Nestle began to paste the words "Choose quality, choose Nestle" on food packaging bags sold in China. In order to give consumers a quality commitment, Nestle calls it "Nestle Quality Badge". In 200 1 year, Nestle also set up a Nestle R&D center in Shanghai, engaged in applied science and nutrition research, and developed affordable nutritious food for China consumers.

Step on the footprints of the "giant"

Nestle has set up its own factories in Tianjin, Qingdao and Dongguan in China. 1In the autumn of 999, Nestle successfully acquired 80% of the shares of Taitai Le Group. Later, in 200 1 year, Nestle cooperated with Haoji Company, the second largest chicken essence producer in China, and established a joint venture company, Sichuan Haoji Food Co., Ltd.

Nestle's aggressive situation in the market makes its competitors feel great pressure. The manager of a domestic dairy company described Nestle as a "giant" in the food field, ready to launch an offensive in related competitive fields.

Some of Nestle's competitive strategies are being imitated by its competitors. Li Shen Coffee, which is developed with the support of the government, regards Nestle as a leading brand in the industry, and emphasizes learning Nestle's market cultivation methods, brand promotion strategies, and even Nestle's technical means in raw material selection and processing, so as to promote its own development through learning.

[Introduction to Nestle] Nestle's competitors

Uniliver

Unilever Food (China) Co., Ltd. is a wholly-owned enterprise of Unilever, mainly engaged in food, and its main brands include Le Jia and Lipton. Le Jia brand chicken essence, chicken powder, instant soup, salad dressing, peanut butter, Lipton black tea, green tea and jasmine tea are produced.

Ice cream: Helvxue (China) Co., Ltd., a wholly-owned enterprise of Unilever, produces Helvxue ice cream, such as Magnum, Bailebao, Kelibo and Keduo.

MENGNIU

The group is headquartered in Hohhot and Linger Lesheng Economic Park. Coverage of the first and second phases of the project

550,000 square meters, construction area 1.40 square meters, green area 1. 1.00 square meters. At present, the total assets are nearly 4 billion yuan, and there are more than 10,000 employees/kloc-0. Mengniu Dairy Group is well-organized between the party and the masses and actively carries out its work, which has effectively promoted the rapid, sustained and healthy development of the company and promoted the economic development of Helin. 200 1 Mengniu dairy group took the lead in establishing militia camp in September, focusing on enterprise production and operation, not forgetting national defense construction, and insisting on running militia according to law.

At the same time, the Mengniu production base in the autonomous region, with its headquarters in Hohhot as the axis, extends westward and enters Baotou, Bameng and other regions; Extend eastward into Xing 'an League, Tongliao and other regions; Extend to other provinces and enter Beijing, Tianjin, Shanxi, Shandong, Hubei, Henan, Anhui, Lanzhou, Xinjiang, Zhejiang, Heilongjiang and other regions.

The products developed include liquid milk, ice cream, milk powder and milk tablets 100 varieties.

In the past five years, Mengniu has supported and developed about 300,000 dairy farmers in Inner Mongolia, which has promoted the adjustment of industrial structure and promoted the process of agricultural industrialization in Inner Mongolia.

In the past five years, Mengniu directly recruited more than 1 10,000 employees, created hundreds of thousands of indirect jobs, and the industrial chain radiated 6.5438+0.2 million farmers and herdsmen.

Lake Erie (one of the Great Lakes of North America)

Yili Group has four business divisions, namely, liquid milk, cold drinks, milk powder and raw milk, with more than 80 subordinate enterprises. More than 600 varieties of 39 products with halal characteristics, such as "Yili" brand ice cream, ice cream, milk powder, milk tea powder and sterile milk, have passed the green food certification of the National Green Food Development Center. Yili ice cream and ice cream ranked first in China for ten consecutive years, Yili UHT milk ranked first in China for seven consecutive years, and Yili milk powder and milk tea powder always ranked the top three in China.

Starbucks

Starbucks Coffee International is the largest coffee retailer in the world.

Authorized company of coffee company; Starbucks coffee company

Mr. Howard Schotz, the president, pays attention to humanistic characteristics and quality, emphasizes respect for customers and employees, insists on purchasing the best roasted coffee beans in the world, and provides consumers with the best coffee products and the most comfortable consumption places. Starbucks coffee has become the leading brand of fine coffee in the world, highly praised by international scholars and experts, and known as the legend of the coffee kingdom.

Danone

Danone Group has a wide range of businesses and products around the world. Its sales of dairy products, bottled water and sweet biscuits rank first in the world. Danone Group has been expanding its business in China. At present, it has more than 10 joint ventures in China, and its sales in biscuits, mineral water and dairy products are in the forefront. China Danone biscuits ranked first in the high-end biscuit market. The company pays attention to the development of human resources while developing its business. The company has a systematic training plan. Actively advocate the group values of "openness, enthusiasm and people-oriented" and provide a good working environment for employees.

[Introduction of Nestle Company] The development of Nestle in China.

Nestle Greater China/China Development

Nestle Greater China Beijing Head Office

Nestle Group, headquartered in Switzerland, is the largest food company in the world and has a long history in China. For a century, China consumers have always been very familiar with and trusted the Nestle brand, because as early as last century 1908, Nestle opened its first sales office in China. Nestle is one of the first foreign businessmen to enter China and has a firm commitment to China. In the early 1980s, Nestle began to discuss with the government of China to invest and build a factory in China, and transferred its world-class proprietary technology and rich professional knowledge in nutrition and food processing to China. 1990, Nestle began to operate its first joint venture factory in Chinese mainland, and then established several factories. Nestle has helped China save a lot of foreign exchange by using local raw materials to produce the same high-quality food locally instead of importing products. At present, 99% of Nestle's products sold in Chinese mainland are made locally.

Seize the opportunity and meet the challenge-we have made all preparations for the present and the future.

An important investment base

In the past fifteen years, Nestle's direct investment in Greater China from Switzerland has accumulated to 7 billion yuan. Nestle Greater China is headquartered in Beijing and operates 2/kloc-0 factories, including 4 in Shanghai, 3 in Guangdong, 4 in Tianjin, 3 in Sichuan, 2 in Shandong, Heilongjiang 1 home, Jiangsu 1 home, Inner Mongolia Autonomous Region 1 home and Beijing 1 home. In 200 1 year, Nestle established Shanghai Nestle R&D Center in Shanghai. The R&D Center is committed to applying science and technology and nutrition research to develop nutritious food that consumers in China like and are suitable for the taste and consumption capacity of China.

In 2004, Nestle's annual sales in Greater China reached/kloc-0.07 billion RMB, and its tax payment exceeded/kloc-0.07 billion RMB.

Contribution to society

Since the establishment of the company, Nestle's basic mode of operation has always been to promise the value of long-term sustainable development to all parties concerned.

No matter where the new business is launched in the world, Nestle always pays attention to the long-term sustainable development of the business, not just the short-term profit. In China, Nestle has greatly improved the living standards of farmers in remote areas of China by actively exploring and developing local sustainable fresh milk production and coffee cultivation.

Contribution to China society:

Switzerland has invested 7 billion yuan in foreign direct investment.

Bring the advanced experience and technology of the world's largest food company in nutrition and food and beverage.

Replace imports with local production (99% of products sold in Chinese mainland are locally produced).

Develop competitive exports (more than 500 million yuan in 2004)

Provide attractive job opportunities for local employees and provide international training.

Bring innovation to local products and related industries.

Enterprises with reliable tax payment (the tax payment in 2004 exceeded 654.38 billion yuan)

Contribution to farmers in China:

Processing a large number of perishable agricultural products into high-quality food.

Important and reliable local buyers of raw materials and packaging materials.

1. Buy more than 1500 tons of fresh milk every day.

Buy 4000 tons of coffee beans every year.

Provide stable cash income for farmers in Heilongjiang, Yunnan, Shandong and Inner Mongolia.

Provide farmers with daily technical support to improve quality, increase yield and benefit (accumulated over 654.38 billion yuan)

Contribution to consumers in China:

Provide products with sufficient nutritional value.

Nestle R&D Center was established in 200 1 year, and is committed to applying science and technology and nutrition research to develop nutritious food which is popular with consumers in China and suitable for the taste and consumption capacity of China. It is a part of Nestle's global R&D series. As a scientific and technological exchange platform, it keeps close contact with leading universities and research institutions in the field of food and nutrition in China.

A wide variety of products

Nestle has become one of the most famous and trustworthy foreign brands in the hearts of consumers in Greater China. The brand covers a series of products manufactured according to international quality standards, including milk powder, liquid milk, yogurt, infant formula, infant rice flour/wheat flour, sweetened condensed milk, growing milk powder, breakfast cereal, instant coffee, coffee companion (non-creamer), ice cream, chocolate and candy, bottled water, drinks and chicken essence. Alcon, a subsidiary of Nestle Group, also produces and sells ophthalmic products in Greater China.