第一组-雀巢咖啡.ppt

1 Background of Foundation 2 Introduction of Products Background Nestle,created by Henri Nestle in 1867 and headquartered in Vevey,Switzerland (沃韦，瑞士). In 2005, Nestle has more than 500 factories worldwide, 25 million employees and annual sales are up to 91 billion Swiss francs（法郎）. In 1938, Nestlé company invented the first cup of instant coffee in the world, and called NESCAFé, many Western peoples favorite. It was sold in the 1980 of the 20th century in China, access to the young, dynamic urban consumers . Now, Nestlé coffee has become Chinas markets and the worlds leading brand of instant coffee. Origin of Brand Name Origin of Brands The brands of Nestlé Nestlé’s Main Products 1 Baby Foods 2 Breakfast Cereals 3 Chocolate Confectionery 4 Coffee 5 Dairy products 6 Drinks 7 Ice Cream Nestles objectives brand positioning Competitive advantages Operational pillars Three Main Principles of Nestlé Corporate Business 1. Nutrition, Health and Wellness The core aim is to enhance the quality of consumers lives every day, everywhere by offering tastier and healthier food and beverage choices and encouraging a healthy lifestyle.They express this via their corporate proposition Good Food, Good Life 2. Quality Assurance and product safety Everywhere in the world, the Nestlé name represents a promise to the consumer that the product is safe and of high standard. 3. Leadership and personal responsibility Their success is based on our people. They treat each other with respect and dignity and expect everyone to promote a sense of personal responsibility. Why we choose Nestle ? -Everybody knows Nestle. -Nestle is the biggest food manufacturer in the world. -Nestle coffee is not just “coffee”, it is culture. * * * Always quicker than competitors Contents Henri Nestle Henri Nestlé used his name as the brand name.The meaning in English is settle down comfortably and snuggle.His na