“good Food, Good Life”
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Nesté “Good Food, Good Life” Aleksandra Rybarz Anne-valérie Prunier Katharina Peter Tuğrul Tufan Yue Zhao
Present in more than 80 countries
A Nutrition, Health and Wellness company
456 Factories 283 000 People Marketing Mix Strategy - I. Selecting the firm
143 Years 2
History History
Founders Current Management
Incorporate Missions Values
Capital and stockholders
Product Families
1866 – 1905 New formula of the breast-milk substitute invented by Henri Nestlé and marked in much of Europe. 1905-1918 The merger of Nestlé and the Anglo-Swiss Condensed Milk Company; by the end of the war, Nestlé's production had more than doubled. 1918-1938 The first expansion into new products with chocolate.
Marketing Mix Strategy - I. Selecting the firm
4
1938-1944 The Company's newest product, Nescafé, as a staple beverage of American servicemen serving in Europe and Asia. 1944-1975 The merger with Alimentana S.A. and the acquisitions of Crosse & Blackwell, Findus frozen foods, Libby's fruit juices and Stouffer's frozen foods;diversification outside the food industry - Nestlé as a major shareholder in L'Oréal. 1975-1981 The second venture outside the food industry by acquiring Alcon Laboratories Inc. Marketing Mix Strategy - I. Selecting the firm
5
1981-1995 A new round of acquisitions including the most important - American food giant Carnation. 1996-2002 The acquisitions of San Pellegrino (1997), Spillers Petfoods (1998) and Ralston Purina (2002). 2003+ The acquisitions of Mövenpick Ice Cream, Jenny Craig, Uncle Toby's, Delta Ice Cream, Novartis Medical Nutrition, Gerber, Sources Minérales Henniez; the strategic partnership with chocolate maker Pierre Marcolini. Marketing Mix Strategy - I. Selecting the firm
6
Founders and Current Management History
Founders Current Management
Incorporate Missions Values
Capital and stockholders
Product Families
Founder: Henri Nestlé • A pharmacist developed a food for babies who were unable to breastfeed • Birth: 10. August 1814 in Frankfurt am Main • Dead: 7. July 1890 in Glion, VD, Schweiz
Marketing Mix Strategy - I. Selecting the firm
8
Organisational structure Main organisational structure by geographies • Example: Zones Europe, Americas and Asia/Oceania/Africa • exception: Nestlé Waters and Nestlé Nutrition managed on global basis • Nesspresso; pharmaceutical products.
Marketing Mix Strategy - I. Selecting the firm
9
CEO: Peter Brabeck-Letmathe
Marketing Mix Strategy - I. Selecting the firm
10
Business Principles • Sustainability for shareholders, employees, consumers, and business partners • Long term business development • Company has responsibility for its customer and the environment • Respect the local law in each market
Marketing Mix Strategy - I. Selecting the firm
11
Incorporate missions and values History
Founders Current Management
Incorporate Missions Values
Capital and stockholders
Product Families
Incorporate missions and values • Healthy products with high quality • Customers and consumers • Legislation and regulations • Human Rights
Marketing Mix Strategy - I. Selecting the firm
13
Incorporate missions and values
• Childlabour • Protection of the environment • The Nestlé Water Policy
Marketing Mix Strategy - I. Selecting the firm
14
Capital and stockholders History
Founders Current Management
Incorporate Missions Values
Capital and stockholders
Product Families
CAPITAL &STOCKHOLDERS In 2006, the shares was supposed to be CHF 403 520 000. After the three years reduction of 2 784 300, 7 663 200 and 10 072 500 respectively , the share capital shares an amount of CHF 383 000 000 at the end of 2008.
Marketing Mix Strategy - I. Selecting the firm
16
CAPITAL &STOCKHOLDERS Due to listing no more than 100 000 000 registered shares with a nominal value of CHF 0.10 each, the share capital more or less increased totally CHF 10 000 000.
Marketing Mix Strategy - I. Selecting the firm
17
CAPITAL &STOCKHOLDERS In 2008, the turnover of Nestle were CHF 109.9 bn, plus a net profit of CHF 18.0 bn, and the figures were 107.6bn and 10.65 bn respectively the year before.
Marketing Mix Strategy - I. Selecting the firm
18
CAPITAL &STOCKHOLDERS Item
Figure
Capital expenditure as % of sales Market capitalization (end December)
4 869 million Swiss francs 0.044 150 409 million Swiss francs
Earnings per share Dividend (proposed)
4.87 Swiss francs 1.4
Marketing Mix Strategy - I. Selecting the firm
19
Product families History
Founders Current Management
Incorporate Missions Values
Capital and stockholders
Product Families
Product families Beverages PetCare
Professional Products for foodservices
Nutrition
NESTLÉ
Ice cream
Milk Products
Confectionery Prepared dishes and cooking aids
Marketing Mix Strategy - I. Selecting the firm
21
Product families • Beverages – Coffee: Nescafé, Nespresso – Water: Nestlé Pure Life, Vittel, S.Pellegrino. – Other: Nestea, Nesquik, Nescau
• Milk products – Shelf Stable: Nestlé, Nespray, Nesvita,Coffee-mate, Juicy Juice – Chilled Dairy: Nestlé, Yoco.
• Ice cream – Nestlé, Antica Gelateria del Corso, Dreyer’s/Edy’s, Drumstick/Extrême, Maxibon/Tandem, Mega, Mövenpick, Sin Parar/Sem Parar/Non Stop
Marketing Mix Strategy - I. Selecting the firm
22
Product families • Prepared dishes and cooking aids – Bouillons, soups, seasonings, pasta, sauces, noodles: Maggi, Buitoni, Thomy, Winiary, Torchin, Osem, Totole, Haoji – Frozen foods (prepared dishes, pizzas, small meals): Stouffer’s – Refrigeratedproducts (cold meat products, dough, pasta, pizzas, sauces, snacks): Nestlé, Buitoni, Herta, Toll House
• Confectionery – Nestlé, Crunch, Cailler, Galak/Milkybar, Kit Kat, Smarties,Butterfinger, Aero, Polo
• Professional products for foodservices – Chef, Davigel, Minor’s
Marketing Mix Strategy - I. Selecting the firm
23
Product families • Nutrition – Infant: Nestlé, Nan, Beba, Nidina, Nidal, Good Start, Lactogen,Guigoz, Nestogen, Alfaré, Mom&Me, Nestum, Cerelac – HealthCare: Resource, Boost, Nutren, Peptamen – Performance: PowerBar, Musashi – Weight Management: Jenny Craig
• PetCare – Purina, Friskies, Fancy Feast, Alpo, Gourmet, Mon Petit, Felix, Dog Chow, Cat Chow, Pro Plan, Purina ONE, Beneful, Tidy Cats, Purina Veterinary Diets Marketing Mix Strategy - I. Selecting the firm
24
Thank you for your attention Aleksandra Rybarz Anne-valérie Prunier Katharina Peter Tuğrul Tufan Yue Zhao
Present in more than 80 countries
A Nutrition, Health and Wellness company
456 Factories 283 000 People Marketing Mix Strategy - I. Selecting the firm
143 Years 2
History History
Founders Current Management
Incorporate Missions Values
Capital and stockholders
Product Families
1866 – 1905 New formula of the breast-milk substitute invented by Henri Nestlé and marked in much of Europe. 1905-1918 The merger of Nestlé and the Anglo-Swiss Condensed Milk Company; by the end of the war, Nestlé's production had more than doubled. 1918-1938 The first expansion into new products with chocolate.
Marketing Mix Strategy - I. Selecting the firm
4
1938-1944 The Company's newest product, Nescafé, as a staple beverage of American servicemen serving in Europe and Asia. 1944-1975 The merger with Alimentana S.A. and the acquisitions of Crosse & Blackwell, Findus frozen foods, Libby's fruit juices and Stouffer's frozen foods;diversification outside the food industry - Nestlé as a major shareholder in L'Oréal. 1975-1981 The second venture outside the food industry by acquiring Alcon Laboratories Inc. Marketing Mix Strategy - I. Selecting the firm
5
1981-1995 A new round of acquisitions including the most important - American food giant Carnation. 1996-2002 The acquisitions of San Pellegrino (1997), Spillers Petfoods (1998) and Ralston Purina (2002). 2003+ The acquisitions of Mövenpick Ice Cream, Jenny Craig, Uncle Toby's, Delta Ice Cream, Novartis Medical Nutrition, Gerber, Sources Minérales Henniez; the strategic partnership with chocolate maker Pierre Marcolini. Marketing Mix Strategy - I. Selecting the firm
6
Founders and Current Management History
Founders Current Management
Incorporate Missions Values
Capital and stockholders
Product Families
Founder: Henri Nestlé • A pharmacist developed a food for babies who were unable to breastfeed • Birth: 10. August 1814 in Frankfurt am Main • Dead: 7. July 1890 in Glion, VD, Schweiz
Marketing Mix Strategy - I. Selecting the firm
8
Organisational structure Main organisational structure by geographies • Example: Zones Europe, Americas and Asia/Oceania/Africa • exception: Nestlé Waters and Nestlé Nutrition managed on global basis • Nesspresso; pharmaceutical products.
Marketing Mix Strategy - I. Selecting the firm
9
CEO: Peter Brabeck-Letmathe
Marketing Mix Strategy - I. Selecting the firm
10
Business Principles • Sustainability for shareholders, employees, consumers, and business partners • Long term business development • Company has responsibility for its customer and the environment • Respect the local law in each market
Marketing Mix Strategy - I. Selecting the firm
11
Incorporate missions and values History
Founders Current Management
Incorporate Missions Values
Capital and stockholders
Product Families
Incorporate missions and values • Healthy products with high quality • Customers and consumers • Legislation and regulations • Human Rights
Marketing Mix Strategy - I. Selecting the firm
13
Incorporate missions and values
• Childlabour • Protection of the environment • The Nestlé Water Policy
Marketing Mix Strategy - I. Selecting the firm
14
Capital and stockholders History
Founders Current Management
Incorporate Missions Values
Capital and stockholders
Product Families
CAPITAL &STOCKHOLDERS In 2006, the shares was supposed to be CHF 403 520 000. After the three years reduction of 2 784 300, 7 663 200 and 10 072 500 respectively , the share capital shares an amount of CHF 383 000 000 at the end of 2008.
Marketing Mix Strategy - I. Selecting the firm
16
CAPITAL &STOCKHOLDERS Due to listing no more than 100 000 000 registered shares with a nominal value of CHF 0.10 each, the share capital more or less increased totally CHF 10 000 000.
Marketing Mix Strategy - I. Selecting the firm
17
CAPITAL &STOCKHOLDERS In 2008, the turnover of Nestle were CHF 109.9 bn, plus a net profit of CHF 18.0 bn, and the figures were 107.6bn and 10.65 bn respectively the year before.
Marketing Mix Strategy - I. Selecting the firm
18
CAPITAL &STOCKHOLDERS Item
Figure
Capital expenditure as % of sales Market capitalization (end December)
4 869 million Swiss francs 0.044 150 409 million Swiss francs
Earnings per share Dividend (proposed)
4.87 Swiss francs 1.4
Marketing Mix Strategy - I. Selecting the firm
19
Product families History
Founders Current Management
Incorporate Missions Values
Capital and stockholders
Product Families
Product families Beverages PetCare
Professional Products for foodservices
Nutrition
NESTLÉ
Ice cream
Milk Products
Confectionery Prepared dishes and cooking aids
Marketing Mix Strategy - I. Selecting the firm
21
Product families • Beverages – Coffee: Nescafé, Nespresso – Water: Nestlé Pure Life, Vittel, S.Pellegrino. – Other: Nestea, Nesquik, Nescau
• Milk products – Shelf Stable: Nestlé, Nespray, Nesvita,Coffee-mate, Juicy Juice – Chilled Dairy: Nestlé, Yoco.
• Ice cream – Nestlé, Antica Gelateria del Corso, Dreyer’s/Edy’s, Drumstick/Extrême, Maxibon/Tandem, Mega, Mövenpick, Sin Parar/Sem Parar/Non Stop
Marketing Mix Strategy - I. Selecting the firm
22
Product families • Prepared dishes and cooking aids – Bouillons, soups, seasonings, pasta, sauces, noodles: Maggi, Buitoni, Thomy, Winiary, Torchin, Osem, Totole, Haoji – Frozen foods (prepared dishes, pizzas, small meals): Stouffer’s – Refrigeratedproducts (cold meat products, dough, pasta, pizzas, sauces, snacks): Nestlé, Buitoni, Herta, Toll House
• Confectionery – Nestlé, Crunch, Cailler, Galak/Milkybar, Kit Kat, Smarties,Butterfinger, Aero, Polo
• Professional products for foodservices – Chef, Davigel, Minor’s
Marketing Mix Strategy - I. Selecting the firm
23
Product families • Nutrition – Infant: Nestlé, Nan, Beba, Nidina, Nidal, Good Start, Lactogen,Guigoz, Nestogen, Alfaré, Mom&Me, Nestum, Cerelac – HealthCare: Resource, Boost, Nutren, Peptamen – Performance: PowerBar, Musashi – Weight Management: Jenny Craig
• PetCare – Purina, Friskies, Fancy Feast, Alpo, Gourmet, Mon Petit, Felix, Dog Chow, Cat Chow, Pro Plan, Purina ONE, Beneful, Tidy Cats, Purina Veterinary Diets Marketing Mix Strategy - I. Selecting the firm
24
Thank you for your attention Aleksandra Rybarz Anne-valérie Prunier Katharina Peter Tuğrul Tufan Yue Zhao
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