1. THE BRAND AND HER EVOLUTION Good food, good life

2. Introduction First world agro alimentary group Nutrition & pleasure The life on the good side Not a Utopia

3. Summary 1.The brand’s evolution in the history –Why “Nestle” –from a pharmacist immigrant to a multinational 2.The different ways implemented by Nestle for their brand, currently

4. Why “Nestle” Nest, mark of factory and armorial bearings Graphic translation of the founder’s name Values related on the: –Wellbeing –Family –Greediness

5. From a pharmacist immigrant to a multinational

6. 1866-1905 1860: Henri Nestle a pharmacist Food for babies who was unable to breastfed First success was a premature infant who could not tolerate his mother’s milk or any usual substitutes Farine Lactée  sold in much Europe

7. 1905-1918 Merged Anglo-Swiss  Condensed Milk Company Operating factories in the US, Britain, Germany & Spain 1914-1918: New demand for dairy product

8. 1918-1938 Gvt contracts dried up Switched back to fresh milk Improve operations Reduce debt 1929: Peter, Cailler, Kohler (chocolate)

9. 1938-1944 Felt the effect Profit dropped : $20 million in1938 to $6 million Developing countries, Latin America 1937: Nescafe  newest product : a staple drink of US military

10. 1944-1975  Dynamic phase for Nestle 1947: Maggi (soups): Merged 1960: Crosse and Blackwell (preserves) In England 1971: –Libby (preserves) in England –Ursina-Franck (dairy product, mustard) in Switzerland Shareholding in L'Oreal in 1974

11. 1975-1991 Food industry: Alcon laborateries 1985: Carnation (animal food) in the US 1986: Hertha (pork butchery) in Germany 1988: –Buitoni-peregina (produced of Italian kitchen) –Rowntree (chocolate) in England

12. 1992-2002 1992: The Perrier Water in France 1998: Water san Pellegrino in Italy 2001: Ralston Purina (feeding stuff) 2002: Dreyer’s (ices) In the US

13. The different brands

15. The quality first Since 2006, a new organisation in France to ensure the quality and satisfy the consumer Includes « Food Safety Management » and « Wellness in action » Gives the image of a healthy brand, good for people A citizen company

16. The strength of Nestlé: Marketing and communication They are close to the consumer, so they can understand their market Products for a large target : from high quality to hard-discount Available in all supermarkets, it’s the brand of simplicity Interactivity with the consumers : polls on internet, phone conversations…

17. The communication A powerful advertising group Internet, TV, photos in magasines, to build a strong image of the brand Use their long experience in food manufacturing to get the consumer’s trust

18. The success of Nestlé, the omnipresent brand 75,7 billions $ of profit the past year A brand almost covering the whole world, from Brazil to Yemen More than 50 branches for food manufacturing

19. Some videos Nestle Quik Commercial 1950s Maurice Butterfinger