Nestle Marketing

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Nestle in China Research Report
Our objective is to provide good-tasting foods and beverages, as well as services, bring nutrition, health and wellness to Chinese consumers.

2.description of the company's
Nestlé is the largest consumer packaged goods’ company in the world, founded and headquartered in Switzerland. Nestlé originated in a 1905 merger of the Anglo-Swiss Milk Company, which was established in 1866 by brothers George Page and Charles Page, and the Farine Lactée Henri Nestlé Company, which was founded in 1866 by Henri Nestlé. The company grew significantly during the First World War and following the Second World War, eventually expanding its offerings beyond its early condensed milk and infant formula products. Today, the company operates in 86 countries around the world and employs nearly 283,000 people.Nestlé Company had started off from a single man's idea, and developed into a giant corporation. In 1866 Henri Nestlé, a pharmacist, developed a milk food formula for infants who were unable to tolerate their mother milk ( His product became a success, and it created a demand throughout Europe. As Nestlé’s popularity grew more businesses wanted to merge and become partners with Henri Nestlé's business. From 1866 to 1947 the Nestlé Company had gone through several name changes. In 1905, Anglo-Swiss Condensed Milk Co. and Farine Lactee Henri Nestlé merged, and the company’s name became Nestlé & Anglo-Swiss Condensed Milk Co. Then in 1929, Peter-Cailler-Kohler Chocolats Suisses S.A. merged with the company. The name was then changed to Nestlé & Anglo-Swiss Holding Co. Ltd, on November 27, 1936. In December 1947, Co. acquired all the shares capital of the Alimentana S.A. Company in exchange for fifteen Nestlé shares and fifteen Unilac shares for each of Alimentana S.A. share, so this point the name was at Nestlé Alimentana S.A. And then finally, the last name change that the company would endure was in 1977, where it adopted the name Nestlé SA (Mergent Online). Along the way Nestlé’s company remain successful, which allowed them expand to new region and territories throughout the world, making them the world’s biggest food and beverage company. Nestlé’s headquarters are located in Vevey, Switzerland, but the Nestlé Company has factories or operation in almost ever country in the world. Since the Nestlé case was published in 1998, it stated that Nestlé had employed 230,000 people worldwide, with $71.7 billion in sales (Rodgers, 2000). Now moving forward to 2003, Nestlé has increased the amount of employees to 253,000 people, with $88 billion in sales ( Nestlé is increasing the size of their company year by year. In addition, to the increase in the size of the Nestlé Company; Nestlé also has increased the variety in the different products they offer. In Nestlé’s business strategy they encourage product growth through innovation and renovation ( This strategy has allowed Nestlé to develop many different products in the various fields: baby foods, dairy products, breakfast cereals, ice creams, chocolates and confectionery, prepared foods, beverages, food services, bottled water, and pet care. This brings us to the main focus of our case analysis, the dairy division, and the yogurt product LC1 that lies within that division.

Products Introduction
The NESCAFÉ selection of coffees gives you a wide range of choice, from our café style cappuccinos, lattes and mochas, to the rich coffee experience of NESCAFÉ Gold Blend. We also offer a range of milk drinks that includes Nesquik, Aero and Skinny Cow Hot Chocolate. Nestlé also provides a wide range of pure, safe and convenient bottled waters of high quality to meet the increasing and varied needs of consumers around the world. Confectionery

Have you ever wondered how chocolate is made? Or how some of the most famous chocolate products started? This section provides lots of information about...
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