in 1867, Mr. Henri Nestle, the founder of nestle, a chemist living in Switzerland, successfully saved the life of a baby who was malnourished due to lack of breast milk by scientifically mixing milk and wheat flour, thus creating a century-long history of nestle.
"Nest" means "Little Bird's Nest". As a symbol of Nestle, this warm bird's nest is deeply familiar and loved by consumers. It represents the concept of Nestle: care, safety, nature and nutrition. As the world's largest food company, Nestle adheres to the consistent concept and principle, people-oriented, quality-oriented, providing high-quality food for consumers all over the world and bringing a better life.
nestle's history
nestle's annual sales reached more than 47.7 billion dollars, of which about 95% came from food sales, so nestle can be described as 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 series suitable for the local market and culture.
At present, Nestle has more than 4 factories in more than 6 countries on five continents, and the production and sales of all products are completed by about 2 departments under the leadership of the headquarters. 98% of Nestle's sales come from abroad, so it is called "the most international multinational group".
In the mid-19th century, Henry, a scholar-type food technician in Switzerland? Nestel invented a dairy product for child care, that is, adding fructose and nutrients to milk powder. It was an excellent child care food at that time, but the output was very small. Nestel was still mainly engaged in scientific research.
In 1865, a friend told Nestel that because the babies drank his milk powder, they all grew up healthily, which changed the baby's habit of not drinking milk and relieved the mothers' worries. After hearing this news, Nestel finally founded the baby milk powder company in 1867, taking his name Nestle as the brand name of its products, and taking 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 nursing her baby. Therefore, the sales of "Nestle" baby milk powder have been very good.
In 195, Nestle Parenting Milk Powder Company merged with another food company run by Americans and was named Nestle Yingrui Condensed Milk Company. In 1949, it was purchased by another Swiss company, and now it is called Nestle Food Company. At the beginning of the 2th 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. Its branches have been set up in more than 2 countries, including the United States, Japan and Germany, with more than 1,2 factories and firms, and its headquarters is located in Vevey, Switzerland. In 199, the company's sales amounted to $33.3 billion, and its main products were instant coffee, condensed milk, milk powder, baby food, cheese, chocolate products, candy and instant tea.
among them, Nestle Coffee sells the most, mainly because of the excellent product quality and the brand name, which makes consumers really feel comfortable and snuggle when drinking. In 1991, according to the survey results of American Lantong Company, Nestle Coffee was listed as one of the top 1 famous brands in the world, and its brand value was determined to be $11.549 billion in 1994.
On the whole, it seems that the brand of "Nestle" came easily without much effort. Nesti named the brand after himself, but its name means "settle down comfortably" and "snuggle up" in English. Because of the specific meaning of its name, it is natural to associate it with "Nestle" with the same English root, and take the Nestle pattern as the brand graphic, which in turn will connect people with babies to be fed, loving mothers and healthy and nutritious Nestle products. It can be seen that the "Nestle" brand that comes easily not only has its rich connotation, but also fully meets the basic requirements of trademark positioning.
First of all, "Nestle" is very significant as a brand name. Although this term is very general, it is often the things that people are familiar with that can deepen people's impression and produce many associations, so as to be close to life and consumers. Secondly, in general, it is unique. Everyone knows "Nestle", but only Nestel uses it 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 their graphics by their names, which is a veritable combination brand. Finally, the brand positioning of Nestle fully embodies the specific functional positioning and emotional positioning.
Principles of international communication of Nestle Coffee
From the consumer's point of view, an international brand should mean that a traveler can find the same product composition and the same type in every country. This raises a question, is Nestle Coffee a real international brand? In fact, the brand of Nestle Coffee is the same everywhere, and the pattern on the label may be the same, but the product type, actual composition and taste are different in different countries. There are more than 1 varieties of Nestle coffee, and their tastes change according to the tastes of consumers in various countries, which makes it difficult for travelers to identify products. Therefore, perhaps it is more appropriate to take Nestle Coffee as an international concept than an international brand, because the standards of all its basic elements are the same.
as far as food is concerned, the strategy of producing products according to local tastes and preferences has achieved great success, but it is often not feasible to follow a unified international strategy. Nestle coffee is the most convincing example. As reflected in Nestle's business philosophy, it follows the principle of "complete decentralization of authority" in structure and organization. This is also the expression of "Market Head" in Nestle-that is, the idea should be linked with the market reality, and the actions and means taken should strive to meet the local needs and requirements. Mr. Helmut Maucher, Chairman and CEO of Nestle, strongly feels that Nestle's local companies can make the best analysis to judge how the company's food products adapt to local tastes and preferences, and take into account the food-related laws and regulations of various countries.
However, in order for a brand to become a market leader, as Ramon Masip, executive vice president of Nestle in Europe, holds, it must become a "low-cost manufacturer". If a company wants to achieve higher efficiency in marketing and advertising, it should make the information communication between its products and consumers more consistent and simplified. For example, in Europe, one of the ways is to develop a new product for the whole of Europe under such a positioning, and make its packaging and labels exactly the same in all countries.
according to the trend of more integrated European market in the future, Nestle has adopted such a new strategy: while trying to make new products more consistent, it also accepts the subtle differences of brands in different places.
In recent years, Nestle has taken a lot of measures, which are reflected in the long-term plan made by the company. The objectives of the plan are: to formulate basic communication strategies for Nestle's most important strategic brands, such as Nestle Coffee; Formulate guidelines on packaging and logo for these strategic brands to produce greater consistency; By reducing the number of advertising agents serving each brand, we can improve the efficiency and effectiveness of communication with consumers.
Nestle Technology Co., Ltd. is a unique organization of Nestle, which is responsible for providing the latest technology on food and nutrition for all operating departments. There are 3, researchers in the organization, who carry out research work in various research fields, including raw materials, characteristics that affect the stimulating organs, such as the shape, color, smell and texture of products and consumer habits. The organization aims to provide new products, improve existing products, and then conduct basic research on diet to understand the mechanism of compound food. This institution pays great attention to its own development, and the research and nutrition center opened in Lausanne in 1987 has become one of the largest and most advanced food research laboratories in the world. The agency has 19 technology development branches in ten countries. In 199, the company's research and development funds were 5. 6 million Swiss francs, accounting for more than 12% of annual sales.
more than 3 products (not only coffee) of Nestle are produced in 421 factories in 61 countries. The headquarters of the company, located in Vevey, a small city on the lake of Geneva, Switzerland, has made strict regulations on production technology, brand, quality control and main raw materials, while the executive power basically belongs to the heads of branches in various countries. They have the right to decide the final formation of each product according to the requirements of each country. This means that the company should not only maintain the principle of overall decentralized operation, but also pursue greater consistency. In order to achieve such a dual purpose, it is inevitable to maintain a delicate balance. This is the balance between international operation and local national operation, and also the balance between international communication and local national communication. If we don't follow the same basic policy and goal and don't consider all the factors related to it, then this balance will be easily destroyed.
in order to correctly implement the new policy and tell the branch how to implement it, Nestle has put forward three important documents, which involve the marketing strategy of the company's strategic brand and the details of product presentation-
Labeling Standards is only a guiding document, which clearly defines various elements of label design. For example, the logo, font and color of Nestle Coffee, as well as the proportion of each detail. This document also lists the label legends of various products, and it is recommended that all branches use these labels as early as possible.
the Package Design Manual is a more flexible document, which puts forward various ways to use standards. For example, the materials used in packaging and the form of packaging.
the most important document is the Branding Strategy. It includes some details of the marketing principles, background and main characteristics of the strategic brand of Nestle products. These main features include: brand personality, expected image, companies associated with the brand, visual features involved in the other two documents, and the development of brand use.
Nestle China
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 been very familiar with and trusted the Nestle brand, because as early as 198, 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 198s, 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. In 199, the first joint venture factory of Nestle in Chinese mainland began to operate, and then a number of factories were built. Nestle has helped China save a lot of foreign exchange by using local raw materials to make the same high-quality food locally instead of imported products. At present, 99% of products sold by Nestle in Chinese mainland are made locally.
In the past 16 years, Nestle's direct investment in Greater China from Switzerland has reached RMB 7 billion. Nestle Greater China is headquartered in Beijing and operates 21 factories, including four in Shanghai, three in Guangdong, four in Tianjin, three in Sichuan, two in Shandong, one in Heilongjiang, one in Jiangsu, one in Inner Mongolia Autonomous Region, one in Beijing and one in Hong Kong Special Administrative Region. In 21, Nestle established Shanghai Nestle R&D Center in Shanghai. This R&D center devotes itself to applied science and technology and nutrition research, and develops nutritious food that China consumers like and is suitable for China population's taste and consumption capacity.
In 25, Nestle's annual sales in Greater China reached 11.2 billion yuan, and it paid about 1.1 billion yuan in various taxes.
Nestle solemnly promises to Greater China: We will work with the people of China to make our greatest contribution to the bright future of China.
Simao, Yunnan is now one of the supply bases of small-grain coffee (the highest quality coffee) of Nestle. In order to build this base, Nestle has been struggling here for 17 years, and the foreign manager of the Ministry of Agriculture stationed in Simao is the fifth. Nestle signed a 14-year agreement with the local government. Nestle promises to buy coffee at the spot market price in the United States, as a guarantee for farmers' interests, and there is no cap on it, but a minimum purchase price. At the same time, Nestle provides loans for technicians, seedlings and even interest-free farm tools, and promises not to own land or fixed assets.
In 1992, the Agriculture Department of Nestle (China) Company officially moved to Simao, Yunnan Province, and five foreigners worked with local agronomists in China to teach local farmers about soil erosion control, environmental protection, pest control and high-yield and excellent-quality techniques. Harvest and grow with farmers. Nestle, which started to deal with farmers in China in 1989, has its own way. In the Agriculture Department of Nestle (China) Company, farmers will get a simple printed coffee planting brochure with simple words, most of which are detailed demonstration maps. This is a production manual specially provided by Nestle for farmers to learn. Although Nestle's acquisition requirements are extremely demanding, farmers also know that Nestle is willing to pay the best price for the best quality. Farmers also learned to consciously follow the professor of Nestle agronomist and strictly fulfill Nestle's requirements. From the rejection of peeling picking and mechanized picking, the coffee must be picked by hand. After peeling, fermentation, cleaning, soaking, drying, shelling, grading and other steps, the coffee can be packaged and transported to Dongguan production enterprises. In order to ensure that the monitoring in transit is in place, Nestle chooses trucks for long-distance transportation for 5 days and 5 nights, because there are many uncontrollable factors when trains change trains in the middle of transportation.
Another task of Nestlé' s Ministry of Agriculture is to help farmers make plans, provide cost accounting for coffee plantations of all sizes, provide output forecasts for each planting area, and reduce farmers' risks. There is a popular saying among local farmers that the best coffee is sold to Nestle, and what Nestle doesn't want is given to other buyers. In addition to the price factor, Nestle has won the trust of local people. China Maxwell Coffee Branch, the first company to produce instant coffee, once came to this place with Nestle, but after investigating the local situation, there is no more. In order to persuade local farmers to pull out the corn planted by their ancestors from the ground, Nestle changed to