雀巢公司介绍英文PPT
《雀巢公司的发展》PPT课件
放飛
放飛就是遠離城市的喧囂 擺脫日常生活 家庭和事業的羈絆 縱情於山水之間 看不同的錦繡風景 看各地的風俗人文 滿足好奇心 求知欲 增加閱歷 賞心悅目而已
关爱、安全、自然、营养。作为全球最大的食品 公司，雀巢秉承一贯的理念和原则，以人为本，以质量 为重，为世界各国的消费者提供优质食品，带来美好生 活。
（三）公司发展概况
1905年，雀巢育儿奶粉公司 与美国的另一食品公司合并， 取名雀巢英瑞炼乳公司。
1949年为另一家瑞士公司购进，改为现名 雀巢食品公司。
由此内斯特尔在1867年创立了育儿奶粉公司，以他 的名字Nestle为其产品的品牌名称，并以鸟巢图案为商 标图形。从此,开创了雀巢公司的百年历程。
一、 公司的发展轨迹
（二）公司理念
“Nestle”的意思是“小小鸟 巢”，这个温馨的鸟巢作为雀巢 公司的标志，自然会使人们联想 到慈爱的母亲哺育婴儿的情景,深 受消费者熟悉和喜爱。 同时，它 也代表着雀巢公司的理念：
1、规模经济
（三）生产管理
雀巢在过去的十年里拿出了180亿美元的资本， 现在拥有接近6000种不同的世界品牌。
2、产品差异优势
产品差异化可以通过多个突进进行差异化，有 样式、属性、性能质量、质量一致性、耐久性、 可靠性、可维修性、产品的风格以及通过各种 各具创意的设计来实现产品的差异化。
3、资金需求
4、销售渠道
雀巢在日本首先使用了销售网点推销活动，与 当地的批发零售系统完全融为二体。在泰国， 雀巢向它们提供了最新的库存管理系统理
雀巢公司介绍ppt
1867:Parenting milk powder company is founded; 1905:Nestle parenting milk powder company merger with americans do another food company, named nestle the condensed milk company; 1949:By another Swiss company purchases, renamed maldives nestle food companies; In the early 20th century:Acquisition and establish enterprises all over the world, to become the world's largest food manufacturers; 1991:Nestle coffee this brand is listed as one of the top ten famous brand in the world; 1994:Brand value is determined for $11.549 billion.
China Development
1908:Nestle company is in Shanghai opened its first sales office in China; 1990:Nestle, began operating in mainland China's first joint venture, then several factories have been built; 2001:Nestle nestle set up Shanghai r&d center in Shanghai; 2005:Nestle in the greater China region of the annual sales of eleven billion two hundred million yuan, pay taxes totalling RMB one billion one hundred million; 2011:Hsu fu chi and Hsu fu chi of acquisition
雀巢咖啡(英文)
strategy
Nestlé’s objectives are to be recognised as the world leader in Nutrition, Health and Wellness, trusted by all its stakeholders, and to be the reference for financial performance in its industry. They believe that leadership is not just about size; it is also about behaviour. Trust, too, is about behaviour; and we recognise that trust is earned only over a long period of time by consistently delivering on our promises. These objectives and behaviours are encapsulated in the simple phrase, “Good Food, Good Life”, a phrase that sums up our cor specific meaning of the name will naturally be of the same root as the English "Nest" (Nestle) linked with Nestlé pictorial works of unlicensed graphics, which in turn will make people wait for feeding babies, loving mother and healthy nutrition of Nestle products. Visible, easy to "Nestlé" brand not only has its rich connotation, and entirely consistent with the basic requirements for trademark positioning.
雀巢公司ppt
Do you know?
雀巢公司
战略选择
辉瑞公司的婴幼儿营养部门 市场份额最大的厦门银鹭 糖果业的本土老大徐福记
并购
这三家企业都是在企业发展 正常之时，将企业控股权转 手雀巢，而且都希望被收购 后，依然能保持企业原有品 牌、运营的独立性。
What it takes to be a good Leader ?
Be Clear in your Thoughts
Do not Over communicate
内部（微观）——产品生命周期、资源与能力价值链分析 产品生命周期分为：导入期，成长期，成熟 期强大的专 家队伍，他们的企业价值链在整个企业中都发 挥着重要作用，比如企业内部与外部后勤、生 产作业、市场营销、服务、采购、技术开发、 人力资源管理、企业基础职能管理
战略实施
1、背景：因许多家庭主妇不愿意接受这种让人觉得自己因为“偷懒” 而使用的产品使销售产生危机， 1938年，世上最早的速溶咖啡诞生 了。很快地，雀巢咖啡便在法国、 美国、英国及其他国家进行销售。 2、主要得益于：组织结构和营销战 略，主要有(1)标签标准化 （2） 包装设计手册（3）品牌化战略 3、管理创新：雀巢采用适应全球食品 业新需求的战略，不断进行管理 上创新，取得了一系列成果例如增加 新的品种、开辟新市场等。 4、政策：（1）人员招聘（2）培训 机制（3）薪资报酬 （4）绩效生涯管理（5）激励与参与（6）传承 管理 5、雀巢的兼并：雀巢公司在收购方面有自己独 特的原则： 双方自愿原则、竞争优势原则、产品同构原则。 并购带给雀巢 什么？当然是产品的多元化，市场份额的快速提升， 实现企业的 战略性调整、注重成本效率的全球增长战略、着 眼于长线发展
雀巢英语介绍
.
coffee is naturally rich in polyphenols （多酚类）just like green tea, fruits and cocoa. They naturally occur in green coffee beans. And a cup of decaffeinated coffee contains just as much polyphenols as regular coffee! So people who are sensitive to caffeine can enjoy the same benefits.
3.More tastes ,more choices
• • • • • • • • • • • • 雀巢咖啡 1+2 Nescafe 1 +2 雀巢咖啡1+2特浓 Nestle Espresso Coffee 1 +2 雀巢咖啡冰 1+2 Nescafe Ice 1 +2 雀巢咖啡醇品 100% 纯咖 Nestle coffee, alcohol 100% pure coffee products 啡 Nestle Coffee-Mate 雀巢咖啡伴侣 Nestle Gold Coffee 雀巢金牌咖啡 Nestle Cappuccino 雀巢卡布奇诺咖啡 Nestle coffee cup mounted 雀巢咖啡一杯装 Nestle Coffee Gift Box 雀巢咖啡礼盒系列 Nestle Coffee Gift Box Gold 雀巢金牌咖啡礼盒 Nestle Coffee Gift Box - Mini 雀巢咖啡礼盒--迷你 Nestle Yunnan Coffee Gift Box 雀巢云南咖啡礼盒系列
雀巢历史(英文)Nestlé
1866Our history begins back in 1866, when the first European condensed milk factory was opened in Cham, Switzerland, by the Anglo-Swiss Condensed Milk Company.1867In Vevey, Switzerland, our founder Henri Nestlé, a German pharmacist, launchedhis Farinelactée, a combination of cow’s milk, wheat flour and sugar, saving the life of a neighbour’s child. Nutrition has been the cornerstone of our company ever since.“Henri Nestlé, himself an immigrant from Germany, was instrumental in turning his Compan y towards international expansion from the very start. We owe more than our name, our logo and our first infant-food product to our founder. Henri Nestlé embodied many of the key attitudes and values that form part and parcel of our corporate culture: pragmatism, flexibility, the willingness to learn, an open mind and respect for other people and cultures.”Peter Brabeck-Letmathe, Nestlé Chairman1905The Anglo-Swiss Condensed Milk Company, founded by Americans Charles and George Page, merged with Nestlé after a couple of decades as fierce competitors to form the Nestléand Anglo-Swiss Milk Company.1914The onset of World War I brought severe disruption to us along with the rest of the world. Acquiring raw materials and distributing products became increasingly difficult. Shortages of fresh milk throughout Europe forced factories to sell almost all their supplies to meet the needs of local towns.1918Nevertheless, the war created new demand for dairy products, largely in the form of government contracts. To keep up, Nestlé purchased several existing factories in the United States and, by war's end, we had 40 factories worldwide.1925The 1920s were a time of deep economic hardship, and Nestlé suffered severe difficulties along with much of the world. Operations were partially streamlined, but the company was able to continue, and with the acquisition of Peter, Cailler, Kohler Swiss Chocolate Company, chocolate became an integral part of our business. This sparked further variety in the products we offered –including malted milk and a powdered drink called Milo.1938Nescafé coffee was launched.1940Nescafé became an instant success and was followed in the early 1940s by Nestea.1939During World War II, Members of the Board and General Management were transferred to theU.S. where they coordinated Nestlé activities in the Western Hemisphere, the British Empire and overseas.1943Ironically, having slowed the initial launch of Nescafé, the war then helped to popularise it; with the United States entering the war, Nescafé coffee became a staple beverage of American servicemen serving in Europe and Asia.1945The close of World War II marked the beginning of a particularly dynamic phase of our history. Dozens of new products were added as our growth accelerated and we acquired outside companies.1947The Maggi products, from seasoning to soups, become part of the Nestlé family following the merger with Alimentana S.A.1948Nesquik, the instant chocolate drink, was developed in the United States. Its original name of Quik was a direct allusion to the speed and simplicity of its preparation.1974For the first time we diversified outside the food industry when we became a major shareholder in L'Oréal, one of the world's leading makers of cosmetics.1981In 1981 the World Health Assembly adopted the International Code for the Marketing of Breast-milk Substitutes (“WHO Code”) and recommended that its Member States implement it. Nestlé was the first company to develop policies based on the WHO Code and apply them across our entire operations in developing countries.1984An improved bottom line allowed us to make new acquisitions, including a public offer of USD 3 billion for the American food giant, Carnation. At the time, this was one of the largest acquisitions in the history of the food industry.1986The Nespresso story began in 1986 with a simple idea: enable anyone to create the perfect cup of espresso coffee, just like a skilled barista.1988The Italian brand Buitoni, in Sansepolcro, became part of our portfolio in 1988. Nestled in the hills of Tuscany, Casa Buitoni is the symbol of the brand’s ongoing commit ment to quality, creativity, and tradition.The UK-based organisation, Baby Milk Action, launched a boycott against Nestlé. While there are still boycott activities in the UK today, the following organisations have officially ended their support for it: the General Synod of the Church of England in July 1994, the Royal College of Midwives in July 1997, the Methodist Ethical Investment Committee in November 2005 and the United Reformed Churches in November 2011.1993The first half of the 1990s were favourable for Nestlé with the opening up of Central and EasternEurope, as well as China – good news for a company with such far-flung and diverse interests. 2001We merged with the Ralston Purina Company, which had been founded in 1983, in 2001 to form a new pet food company, Nestlé Purina PetCare Company.2002Two major acquisitions were made in North America in 2002: in July, the merger of our U.S. ice cream business with Dreyer’s; and in August, a USD 2.6 billion acquisition of Chef America Inc., a leading frozen food product business.2003Nestlé acquired Mövenpick Ice Cream, enhancing our position as a market leader in the super premium category.2007We acquired Novartis Medical Nutrition, Gerber and Henniez.2009We held the first Creating Shared Value Forum in New York, with leading experts in the areas of nutrition, water and rural development coming together to discuss serious global challenges facing us in these three areas and the role of business in helping to solve them. The Creating Shared Value Forum has been held on an annual basis since then, with London in 2010 and Washington, D.C. in 2011.We celebrated the opening of the Chocolate Centre of Excellence in Broc, Switzerland.January 2010We sold our remaining Alcon shares to Novartis and also acquired Kraft Foods’ frozen pizza business.March 2010We faced a challenge from Greenpeace who wanted to be reassured about our commitment to sustainable Palm Oil. It was the first time we saw social media being used in a substantial way to challenge us and ask questions. We didn’t get the handling of our response to the campaign itself quite right in social media, but on the issue at its heart –palm oil - we took steps to both strengthen our position and to explain it more clearly.。
经典课件：雀巢公司介绍(英语)
Life" is to provide consumers with the
best tasting, most nutritious choices in a
wide range of food and beverage
categories and eating occasions, from
morning to night. .
In 1938, the traditional nest design was combined with the "Nestlé" name to form what is called the combined mark.
In 1966 the design was simplified.
In 1988, the worm in the mother bird's beak was removed and the fledglings became two instead of three. .
Feeling and Summar.y PART 3
2
Nestlé was founded by Henri
Nestle in 1867.It’s the world's leading
nutrition, health and wellness company.
Their mission of "Good Food, Good
.
1
Brief Introduction
The History of Development Logo Brand Positioning and Products Advertisement Show
雀巢公司
• 对比下来，我们不难发现麦氏相比起雀巢 缺乏一套在中国发展的广告战略。他的广 告无疑是很经典，可是在经典的广告用的 多了，也会使人腻味了。在这方面，我认 为麦氏应该向雀巢学习，根据中国时代特 点改变他的广告。
• 麦氏应该进一步突出他的浪漫咖啡的形象 与雀巢的生活咖啡区别开。
国际化战略
国际本土化战略
3.整合模块
•
雀巢公司的模块组合营销，造就了 网络型组织结构，处于网络制组织结 构中的每一个独立的经营实体都能以 各种方式借用外部的资源，对外部的 资源优势进行重新组合，创造出了巨 大的竞争优势。
4.文化融合
• 作为全球最大的食品公司，雀巢始终 相信，要想成功地拓展全球业务，就 必须努力地把企业的各项业务融入到 所在国的文化中去，也只有当企业的 活动对该国有利，才可能实现公司的 长远利益。
品牌形 竞争战 象 略
雀巢咖 温馨 啡
单一品牌， 多品种策 略 新产品研 发先于竞 争对手 所有品类 的价格较 低 塑造浪漫 化的诗意 创造
品牌
包装
口味
休闲
麦斯威 温馨 尔咖啡 人情 分享
雀巢咖 有地方 专家化 啡 特色 麦斯威 统一 尔咖啡 包装 规格 本土化
广告语
• 麦斯威尔： • 滴滴香浓，意犹未 尽 • 雀巢： • 味道好极了 • 选品质，选雀巢 • 再忙，也要和你喝 咖啡 • 我的灵感一刻，我 的雀巢咖啡
无论在任何国家，任何地区，消费者都能看到雀 巢“爱的鸟巢”商标，而这个百年不变的母鸟喂 食小鸟的画面，就是雀巢“关怀全球”营销理念 的最好释解，体现着雀巢对安全、责任、温暖、 母爱、自然及家庭的关怀情感。
雀巢集团的外部环境分析
• （一）PEST分析 • Politics政治要素:雀巢公司经营着这些客人可 以参与的咖啡专卖店，既达到了最低进口配额 的要求，也缓解了最低进口配额制度对其速溶 咖啡生产与销售的冲击。同时，也巧妙地引进 了新的咖啡文化，让消费者在店铺中劳动并享 受咖啡带来的生活乐趣，既不唐突，也没有影 响咖啡的销售及市场份额。这样，雀巢公司仍 旧在竞争日趋激烈的情况下，保持了兴旺的业 绩。
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Nestlé's marketing philosophy
• Marketing concept - customer needs Nestlé has been committed to consumer demand, products, brands and people's attention for a long time. • Social marketing concepts - social interests One hundred and thirty years, Nestle has created a benefit all parties, mutual trust, public way. • Great marketing ideas - market environment Over the years, Nestle has always insisted the principle of "in any country and the city's business activities must comply with local interests"
company culture of Nestlé
小组成员：范一蕾 汪印东 黄樱滢
About the founder Nestlé’s philosophy The brands of Nestlé Nestlé’s Main Products The development of Nestlé Nestlé's marketing philosophy The culture of Nestlé corporate Nestlé in China
In 2005, Nestlé has more than 500 plants worldwide, 25 million employees and annual sales of $ 91 billion Swiss francs. Production of baby food also developed from a village workshop into the world's leading food company, Nestlé have gone through 130 years of development.
About the founder
In 1867, A Swiss pharmacist who called Henri Nestlé founded the Nestlé company.
Nestlé’s philosophy
"Nestlé" means "little nest", this warm nest as a sign of Nestle, would lead people to think of a loving mother, infant feeding scenarios by consumers know and love. It also represents Nestlé's philosophy: caring, safe, natural, nutrition As the world's largest food company, Nestle uphold the philosophy and principles of peopleoriented, quality as the most important countries in the world's consumers with quality food, bringing a better life.
Reference
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Nestlé in China
Swiss-based Nestle, the world's largest food company, has a long history in China. A century, Chinese consumers are very trust and familiar with Nestlé’s brand. As early as 1908 in the last century, Nestle has opened its first sales office in Shanghai . Besides, Nestlé is one of the earliest foreign investors in China.
The culture of
Nestlé corporate
People - our most valuable asset All along, Nestle Nestle employees will bring the spirit has always been a key factor in life. It is this "human" spirit of the village to lead a workshop from Nestle developed into the world's leading food companies. Nestle employees are the most valuable asset. Nestle today's best performance from employees around the world, a strong effort and loyalty. As a company committed to produce quality food, create a better life, Nestle is also very concerned about their employees. Nestle's managers and employees formed between intimate working environment, so that Nestle to become an employer of first choice.
The brands of Nestlé
Nestlé’s Main Products
Dairy Coffee Cereals Baby foo& Confectionery ……
The development of Nestlé