Nestlé (The 4 P´s Of The Brand)

OVERVIEW

Nestlé is a great international food company which offers many different products, from mineral water to animal food. Nowadays, Nestlé is the first global food group around the world with more than 250,000 workers and 456 factories in 84 different countries.

With more than a hundred years of working in Spain (from 1905), Nestlé is a great influence in the economic and social lifeof this country, whose products are elaborated following the most strict rules of quality. It is the leader company of feeding in Spain due to the continued launching of new products in order to satisfy the alimentation needs of the consumers. More than 7,000 people work in Nestlé Spain and they cover the big professional diversity which requires the manufacturing and marketing of its wide range ofproducts. Its headquarter is in Barcelona where every product of Nestlé is managed.

In Spain it is the leader of the market with its different products such as soluble coffee, chocolate, fresh pasta, milk, prepared meals… And it is the second company in the markets of chocolates, frozen pizzas, soluble cacao…

The first factory of Nestlé Spain was created in 1905 in Cantabria, and afterthat, Nestlé was increasing its presence in the country by offering a variety of products bigger and bigger. Nowadays, Nestlé has 13 production facilities in seven different “Autonomous Communities” in Spain.

Some famous brands of Nestlé are: Nescafé, Kitkat, Nesquik, Nespresso, Milkybar, La Cocinera, Crunch, Maxibon…[pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic]

HISTORY / BACKGROUND

Henri Nestlé was born in Frankfurt (Germany) but he moved to Switzerland to work. He was an entrepreneur and liked investigation, so he began to take care about the great problem of infant mortality due to malnutrition in that age. One baby among five died before its first year of life. In 1866 Henri created a product called Farine Lactee Henri Nestléand people quickly recognized the value of the product. Henri sold his Nestlé Company in 1875 which had to compete with a Swiss Company called Anglo Swiss Condensed Milk because they had begun to make condensed milk. In 1905 both companies merged and their new name was Nestlé & Anglo Swiss Condensed Milk Co.

The first factory of Nestlé in Spain was created in 1905 in Cantabria and theproduction of that first year was 140,000 liters of milk, but ten years later the production was 380,000 liters. In this year the company added chocolate to its range of food products by an agreement with the Swiss General Chocolate Company. In 1929 these two companies merged and the production of chocolate became the second most important activity for the company.

In 1944 Spain was in a postwar periodbut the company was increasing its range of products. In this year it launched in this country the malted milk and just one year later Nescafé appeared in the market. After that, some other products such as Nestlé ice-creams, Crunch, Milkybar or Nesquik were appearing in the TV advertisings and they became very famous because of the quality and the great reputation of the company.

In the 70sand 80s Nestlé launched a new product that was a revolution for the market of prepared food, the frozen food, which could conserve the flavor and the nutritive value of the product. It also increased its fame with the chocolates called Caja Roja because they had good taste, good flavor and good quality. Nestlé continued merging with other companies and making new products such as animal food,cereals, traditional Spanish receipts, pizzas, KitKat and so on. Late nineties the water was another product that Nestlé started to make, under the firm Aquarel.

Nowadays this company can be proud of its path since 1866 because it is the most important company of food around the world and its range of product is really huge. It has had to overcome several challenges during its life, but it has...