In 1866, the Swiss chemist, Henri Nestle invented powdered milk for feeding newborns who could not be nursed by their mothers. He sold his invention in 1867 causing the start of a major company called Nestle. Over time, the company has diversified its range of products, ranging from food products to those of the pharmaceutical sector. With its innovations and expansion, it has managed to climb to the rank of the first global food company with many commercial activities and consumers.
This paper will therefore look into the evolution of the strategies of Nestle, from 1867 till today. It 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, it will see what means this company has used to promote its brands, and to target a new audience and new markets.
Henri Nestle first marketed in 1867 his first food: milk flour, consisting of milk, grains and minerals. Given to children a few months old, it was not intended for infants under one month, and its audience barely exceeded local customers till a day in September 1867 when a little baby named Wanner, a few months premature is declared dead and miraculously recovers after consuming the milky flour by Henri Nestle.
This rescue is told in every newspaper and European milky flour,hailed by the scientific community acquires a new awareness among the general public, and the news spreads gradually throughout the region and in Europe.
Nestle received free and very effective publicity due to the rescue of small Wanner. The internationalization of malted milk begins in 1868, when the product was introduced in three countries:Germany, France and England and the United States the following year.
Henri Nestlé's powdered milk intended for infants and very young leading industrialized nations, hoping to take advantage of the demographic revolution in these countries, which began in 1850 and the first caused by industrialization.
This product is a safe alternative for mothers that can not breast feed their own children for medical reasons (illness, too little milk) or personal convenience. Until the early twentieth century, the group does not yield to the lure of advertising which, according to Henri Nestle is very expensive and would not bring in enough revenue.
During this period, the group's strategy was to continue to build on its excellent reputation as a medical product used as a substitute for breast milk. The company would send boxes of flour food just so the pharmacists would sell them and then give them just so its pharmacists to send boxes of discounts from the number of units purchased. This strategy has paid off since 1875, the company sold 500,000 boxes of powdered milk.
Indeed, the first advertisements of Nestle appeared in the early twentieth century and until the 1960s, these were almost as posters, displayed in the streets or in the newspaper, and for parents of infants in industrialized countries. From the 1960s, Nestle has become the largest global food company through numerous acquisitions of other food companies.
Tags : Nestle, evolution and expansion of the company and brand, communication strategy of Nestle,
[...] Indeed, a feeling of warmth and comfort emanates from these posters. The position of the slogan is not the same on all advertisements, but it is either located at the top or at the 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 Nestlé baby's good sleep "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 admire" are equated with a positive feeling in the mind of customer. [...]
[...] In developing countries, Nestle has made communication campaigns on the ground, close to consumers, the people without easy access to different media. Finally, Nestlé developed in the 1980s, a strategy based on an offer that meets the specific needs of each client. This strategy was supported by the significant growth of the Internet in the 2000s, and allowed Nestlé to respond in the shortest time to personal demands of its customers. Given the food crisis predicted in the twenty-first century, we may wonder if Nestle does not forsake the world's agribusiness to turn more towards other areas of greatest potential. [...]
[...] Indeed, the first Nestlé ads appeared in the early twentieth century in the 1960s, they were posters, exhibited in the streets or in the newspaper, and for parents of infants in industrialized countries. From the 1960s, Nestlé has become the largest global food company through numerous acquisitions of food companies. During this decade, the group benefited from the explosion of television advertising to promote its growing brands. In addition, Nestlé has adapted its advertising to target audiences, using in developed countries a different vocabulary for talking to children and adults. [...]
[...] Finally, the Nestle website set up a section dedicated to fathers named "Word of Dad." This space gives many tips for dads on how to educate and feed children, and also allows them to put forward their questions to qualified nutritionists and pediatricians as well and receive customized responses. Enlargement towards an older audience and to other cultures Children and Adolescents In 1875, Daniel Peter created milk chocolate with milk powder provided by Nestlé. In 1875 Nestlé decided to market the product and merged with the Anglo-Swiss company Swiss, and this is what would propel the company's market production for children and adolescents. [...]
[...] By 1980, the brand had prioritized marketing based on customer loyalty and proximity to consumers. Driven by the constant need to be reassured about the quality of food and growth of their children, mothers, especially primiparas (those giving birth for the first time) expect advice and information on how to feed their children. Each year more than 300,000 mothers are turned into devout brand fans with 1.2 million shipments of products and personalized advice to meet the specific needs of mothers. [...]
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