In 1866, the Swiss chemist Henri Nestle invented powdered milk for feeding newborns, who could not be nursed by their mothers. He sold his formula in 1867, thus laying the groundwork for the start of a major company called Nestle. Over time, the company has diversified its range of products, ranging from food products to those in the pharmaceutical sector. With its wildly successful innovative and expansion, it has managed to climb the corporate ranks to emerge as the leading global food company, with a raft of commercial activities and millions of consumers.
We will look into the evolution of the strategies of Nestle, from 1867 to today. We will examine the evolution of the company based on world history, and how Nestle has managed to establish itself as the leader in infant nutrition. Finally, we will see what means this company has used to promote its brands, and to target new audiences and markets.
Henri Nestle started marketing his infant nutrition formula composed of milk, grains and minerals, in 1867. Given to infants who were barely a few months old, the formula could not however be given to infants under one month, and the consumer base of this new wonderful nutritional product initially barely exceeded the local populace. Then, one day in September 1867, a baby named Wanner, born very premature and doomed to certain death made a miraculous recovery with the malted milk formulated by Henri Nestle.
This miracle recovery made headlines in all major European newspapers; subsequently, Nestle's formula was hailed by the scientific community, and went on to acquire a new awareness amidst the general public, with the news spreading gradually throughout the region and in Europe. Nestle thus received free publicity (and very effective!) thanks to baby Wanner's recovery.
The internationalization of Nestle's malted milk formula was initiated in 1868, with the product being introduced in three countries: Germany, France and England and the United States the following year. Henri Nestle's malted milk intended for infants of a very tender age of the major industrialized nations, took advantage of the demographic revolution in these countries, which started in 1850. This product was a safe alternative for mothers unable to breastfeed their own child for medical reasons (illness, too little milk) or personal inconvenience.
Until the early twentieth century, the group did not yield to the lure of advertising that according to Henri Nestle was too expensive to generate sufficient revenue. During this period, the group's strategy was to continue to build on its excellent reputation for offering medicinal product used as a substitute for milk. This strategy has paid off in 1875, when the firm sold over 500,000 cans of malted milk.
In the early twentieth century, Nestle appeared in its first commercials depicting a smiling baby with the product displayed in the foreground next to the child. The color of the malted milk product was accordingly chosen to make it more visible by a contrast between the color of the object and those of surrounding elements.
Tags: Nestle's malted milk formula, Evolution and Expansion of Nestle, Nestle's promotional strategy
[...] Indeed, a feeling of warmth and comfort emerges from these posters. The layout of the slogan is not the same on all advertisements; it is either located at the top or very bottom of the ads, the central space being occupied by the baby. There are many slogans for the campaign including: "Nestlé Babies stand all alone", "The baby's good sleep Nestlé", "Nestle baby is admired by all," "Gentle, happy, strong, it's a Nestlé baby. The vocabulary used is still there as evidenced by the ameliorative adjectives 'good', 'happy', 'lively', which, together with ameliorative verbs like "to admiration" which are equated with a positive feeling in the mind of customer. [...]
[...] the following year. Henri Nestle's powdered milk intended for infants of very tender age of major industrialized nations, was hoping to take advantage of the demographic revolution in these countries, which began in 1850 and was first caused by industrialization. This product was a safe alternative for mothers unable to breastfeed their own child for medical reasons (illness, too little breast milk) or personal convenience. Until the early twentieth century, the group did not yield to the lure of advertising which according to Henri Nestle was very expensive and did not bringing enough revenue. [...]
[...] One of the portraits would be reproduced on the sides of delivery trucks of Nestlé. This competition creates a strong participation of the population and causes a great interest in the brand Nestlé. These ads come in the form of posters displayed in the street or published in the illustration, which is one of most prominent French weeklies at the time, with a circulation of 250000 copies in 1933. These ads systematically represented a single character, the baby who is possibly accompanied by his mother. [...]
[...] This program follows the progress of the baby in the discovery of taste step by step, from his first attempts to 6 months) to the gradual discovery of more pronounced tastes up to 3 years. The website accompanied parents (hungry for information and lack of reference points) in their learning of children's education, with over 80 recipes designed according to the age of the baby, tips for reconciling parenthood, life torque and professional life. Nestlebaby.com also sends its customers zines (Internet magazines) and food balances customized for newborns. Finally, each month, subscribers receive the specific advice from Nestlé nutritionists on the website. This personalized marketing strategy is aimed primarily at mothers. [...]
[...] The Evolution and Expansion of Nestle Introduction In 1866, the Swiss pharmacist Henri Nestlé invented milk powder for feeding the newborns of mothers who could not breastfeed. He sold his invention in 1867, resulting in the beginning of an important development for his company called Nestle. Over time, the company has diversified its product range from food products to those in the pharmaceutical sector, and managed to climb to the rank of the first global food company with many advertising campaigns for consumers. [...]
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