BRAND– “NESTLE INDIA”
ABOUT THE THEME
FAST MOVING CONSUMER GOODS (FMCG):
Fast moving consumer goods are goods which have quick turnover and also has very low cost. FMCG sector (India) is the fourth largest sector in the economy and also provides employment for more than 3 million people in downstream activities. FMCG products are products which are bought by consumers frequently such as toiletries, cosmetics, soaps, plastic goods, other personal hygiene products, packaged food products, tissues, soft drinks and chocolates. The strengths of FMCG are that: •
It has low operating costs
Establishing distribution networks in Urban as well as Rural areas. •
Widely popular brands in FMCG sector.
ABOUT THE PAPER
“A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of competitors.” In simple terms it is the identification of a product or a service. A brand is a product, service or concept that legally differentiates from other products, services or concepts hence it can be communicated easily and marketed well. “Trademark” is the legal term of brand. A brand can be any combination of name, symbol, logo or trademark, color etc and do not have a fixed lifetime. The expressed forms of brands are its logo and the graphical representation of the particular brand. It is one of the best ways to advertise a product in the market because it becomes easy in identifying the product by its brand name. A good brand must be attractive to the customers and easy to pronounce.
Hindustan Unilever Limited (HUL)
ITC (Indian Tobacco Company)
Dabur India Limited
Asian Paints India
Britannia Industries Limited
Procter and Gamble Hygiene and Health Care
Marico Industries Limited
TOP 10 FMCG COMPANIES IN INDIA
What is Brand Architecture in General?
Brand Architecture relationship between an organization and its brands. The architecture should define the leagues of branding within the organization and explains the system of coordinated sub brands under a Main brand, and also how the sub brands are related to and support within each other and also with the main brand to which they belong to. It is an integrated process of brand building through establishing brand relationship among brands in the competitive market. Extension of brand and growth opportunities.
LEVELS OF BRAND ARCHITECTURE:
The three levels of brand architecture are:
Individual product brand
BRAND ARCHITECTURE: Aeker’s Method
BRAND ARCHITECURE’S OBJECTIVES:
To create powerful brands.
To allocate brand building resources.
To achieve clarity of the product offered by the company (Market Clarity). •
Provides a strong platform for future growth of the products.
OUR FEATURING BRAND: NESTLE INDIA
Introduction: Nestlé Global
Henri Nestle was the founder of Nestle. He was a trained pharmacist, searching an alternative food for mother’s milk. Ultimately his search itself was a key factor for starting this great and successful company NESTLE. In the mid 1860’s Henri Nestle started experimenting with various ingredients such as wheat, combinations of cow’s milk, to develop the alternative source of nutrition for infants suffering from malnutrition problem. His aim was to battle with this problem and reduces infant mortality due to malnutrition.
FIRST PRODUCT OF NESTLE (GLOBAL):
Mr. Nestlé named his first product as Farine Lactee Henri Nestle. This was the first ever Infant food which can be consumed only by adding water. The product was easily accepted by the people and they quickly recognized the value of the new product soon.
EVOLUTION OF NESTLE INDIA:
Nestle India was a subsidiary of Nestle S.A. The first factory of nestle in India...
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