Nestlé S.A. is a Swiss-based multinational food company. Founded in 1866, the company is considered the largest food company in the world, producing a range of food and drink products including baby food, powdered milk, tea, coffee, cereals, dairy products and pet food.
Nestlé was founded in 1866 by Henry Nestlé and is today regarded as one of the world’s most successful and profitable food companies. Operating in more than 86 countries worldwide, Nestlé is responsible for more than 2,000 brands internationally. This is largely due to the creation of a consistent approach to marketing and brand strategy that concentrates on the slogan ‘good food, good life’.
Listed below are three key factors that have made the company such a success:
Localisation amidst Globalisation
Nestlé has successfully achieved localisation in an increasingly globalised food industry. Product planning, production, marketing and a consistent brand strategy contribute to a strategy of successful localisation of this global company.
International demand for its product offering remains incredibly rife. For example, only 2% of the company’s total global sales are generated in Switzerland. This is thanks to countless successful marketing campaigns that focus on what the local client wants and needs, as opposed to creating generalised, globalised campaigns that ignore the client’s needs.
Global Brand Strategy
Nestlé has a very international presence and produces products that resonate with customers from across the globe under a unified brand.
The familiar Nestlé logo is recognised by people from across the globe and although it has evolved over the course of time since its original design in 1868, it has maintained its trademark image of a mother bird feeding baby birds. The logo was intended to create a visual link between the Nestlé company name and the company’s infant cereal products and its logo is designed to represent the company’s commitment to nutrition, health and wellness.
Nestlé’s global brand strategy focuses on delivering localised products and brands. The company has built countless international brands including Haagen-Dazs, Nesquik, Nescafe and Nestea.
Successful Mergers & Acquisitions
Finally, Nestlé attributes a great deal of its success to its many mergers and acquisitions. Through its strong market position, ease of cultural integration and wide international scope, many of the company’s brands now represent 70% of overall sales.
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