雀巢公司介绍(英语).ppt

雀巢

BriefIntroductionLogoTheHistoryofDevelopmentBrandPositioningandProductsAdvertisementShowMarketingStrategyOrganizationManagementPART1PART2FeelingandSummaryPART3

NestléNestléwasfoundedbyHenriNestlein1867.It’stheworldsleadingnutrition,healthandwellnesscompany.Theirmission?ofGoodFood,GoodLife?istoprovideconsumerswiththebesttasting,mostnutritiouschoicesinawiderangeoffoodandbeveragecategoriesandeatingoccasions,frommorningtonight.

HenriNestlé,(10August1814–7July1890),wasaGermanconfectionerandfounderofNestlé,theworldslargestfoodandbeveragecompany,aswellasoneofthemaincreatorsofcondensedmilk.Founder

HistoryNestlécantraceitsoriginsbackto1866,whenthefirstEuropeancondensedmilkfactorywasopenedinCham,Switzerland,bytheAnglo-SwissCondensedMilkCompany.Oneyearlater,HenriNestlé,atrainedpharmacist,launchedoneoftheworld’sfirstpreparedinfantcereals‘Farinelactée’inVevey,Switzerland.

Thetwocompaniesmergedin1905tobecometheNestlé?youknowtoday,with?headquarters?still?basedinthe?SwisstownofVevey.Weemployaround280000peopleandhavefactoriesoroperationsinalmosteverycountryintheworld.Nestlésalesfor2010werealmostCHF110bn.

LogoDevelopment

TheNestlélogowaslaunchedbyHenriNestléin1868onthebasisofthemeaningofhisnameinGerman,i.e.littlenest,andofhisfamilyemblem(thatyoucan?seehere).Henri?obtaineda15-yearFrenchpatentforhislogo?in1868.

Afterheretired,itwasregisteredinVeveyin1875bythenewownersofhiscompany.In1938,thetraditionalnestdesignwascombinedwiththeNestlénametoformwhatiscalledthecombinedmark.In1966thedesignwassimplified.In1988,theworminthemotherbirdsbeakwasremovedandthefledglingsbecametwoinsteadof?three.①②③④⑤

Nestléhassome6,000brands,withawiderangeofproductsac