The Corporate Culture of Nestle Company

People-Our Most Precious Wealth

Nestle employees have always been a key factor in bringing Nestle spirit into life. It is this "human" spirit that makes Nestle develop from a rural workshop into a leading food company in the world today. Employees are Nestle's most valuable assets. Nestle Group's outstanding performance today stems from the strong efforts and loyalty of employees around the world. As a company dedicated to producing high-quality food and creating a better life, Nestle is also very concerned about its employees. Nestle's managers and employees have formed a close working atmosphere, making Nestle the preferred employer. As a world-class company that does not discriminate against any nationality, race, religion, gender or age, Nestle welcomes cultural and social diversity. It is rare in the world that a company has so many employees of different nationalities. Nestle firmly believes that only by combining local and international talents can we give full play to their potential and ability, so as to provide consumers with high-quality Nestle products and brands no matter when, where and in what way.

Today, Nestle has about12,000 local permanent employees in Greater China, providing them with attractive jobs. Every year, the company provides good employee training for many China employees at home and abroad, including training in Nestle International Training Center.

Nestle's annual sales amount to more than 47.7 billion dollars, of which about 95% comes from food sales, so Nestle is the largest food manufacturer in the world and one of the largest multinational companies. 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 invented a dairy product for child care, that is, adding fructose and nutrients to milk powder. At that time, it was an excellent health food for children, but the output was very small. Nestor still mainly engaged in scientific research.

1865 a friend told Nestor that because the babies drank his milk powder, they all grew up healthily, which changed their 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, taking 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" has the same root as his name, 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 nursing her baby. Therefore, the sales of "Nestle" baby 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, acquired and established enterprises all over the world, and became the largest food manufacturer in the world. In the United States, Japan, Germany and other more than 20 countries set up branches, with more than 65,438+0,200 factories and offices, headquartered 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 the product quality is excellent, and the brand name makes consumers really feel "comfortable" and "snuggling" when drinking. 199 1 year. According to the survey results of American Lantong Company, Nestle Coffee was listed as one of the world's 10 famous brands. 1994 determined its brand value as115.49 million USD.

On the whole, it seems that the brand "Nestle" came easily without much effort. Nesti named the brand after himself, but its name means "settle down comfortably" and "snuggle together" in English. Because of the specific meaning of its name, people naturally associate it with the same English root "Nestle", and take the Nestle pattern as the brand graphic, thus connecting people with babies 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 very important as a brand name. Although this term is very general, it is often something that people are familiar with, which can deepen people's impression and produce many associations, so as to be close to life and consumers. Secondly, on the whole, it is unique. Everyone knows "Nestle", but only Nestle is used in trademarks, which has become a unique company synonym in the world and established and expanded the company image, thus becoming 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 know them by their names, which is a veritable combination brand. Finally, Nestle's brand positioning fully embodies the specific functional positioning and emotional positioning.

Source:

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Nestle Greater China Website:

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Taiwan Province Provincial Authority Nestle Co., Ltd.:

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