Nestle Full
Nestle Full
Nestle Full
0 INTRODUCTION
The story begins in year 1866, with the foundation of the Anglo-Swiss Condensed Milk
Company. A breakthrough infant food in 1867 is developed by Henri Nestlé. In 1866, the US
brothers Charles and George Page help establish Anglo-Swiss Condensed Milk Company. Using
abundant supplies of fresh milk in Switzerland, the knowledge gained they apply in their
homeland to establish Europe’s first production facility for condensed milk in Cham. They start
to supply Europe’s industrial towns with the product under the Milkmaid brand, marketing it as a
safe, long life alternative to fresh milk.
In 1867, Nestlé founder, Henri Nestlé is German-born pharmacist, launches his “farine
lactéé” which is flour with milk in Vevey, Switzerland. The “farine lactéé” combines cow’s milk,
wheat flour and sugar. Nestlé develops it for consumptions by infants that cannot be breastfeed in
order to tackle high mortality rates. Within this time, he starts using him now iconic “Nest” logo.
In 1875, Henri Nestlé starts to sells his company and factory in Vevey to the three local
businessmen. They employ chemists and skilled workers in order to help them to expand their
business production and sales.
In 1878, fierce competition develops between Nestlé AND Anglo-Swiss, when both
companies start selling rival version of other’s original products which are condensed milk and
infant cereal. Both firm expand their sales and production globally. In 1882, Anglo-Swiss
expands into the US but the death of George Page frustrates his plans. So in 1902, he sells its US
based operations which lead up the way for eventual merger with Nestlé.
In 1904, Nestlé starts to sell chocolate for the first time when it takes over export sales for
Peter and Kohler. Henri Nestlé himself plays an important role in development of his milk
chocolate from 1875 when he supplies his Vevey neighbor Danial Peter with condensed milk that
Peter uses to develop the first commercial product in the 1880s. In 1905 the company he found
merges with Anglo-Swiss to form what is now known as the Nestlé Group. The cities grow
during this period and the railways and also the steamships bring down commodity costs,
stimulating international trade in consumer goods.
In 1916, Nestlé & Anglo-Swiss acquires Norwegian dairy company Egron that has
patented a spray-drying process for producing milk powder. In 1917 until 1918, the war disrupts
productions for the company where milk shortages in Switzerland. Hence, to solve this problem
the company acquires facilities in the US and Australia. The Nestlé & Anglo-Swiss has 40
factories by the end of war.
1.1.4 Crisis and Opportunity (1919-1938)
In 1921, falling prices and high stock levels lead to the first, and only ever financial loss
for Nestlé & Anglo-Swiss. Banker Louis Dapples joins as Crisis Manager and urge the company
to appoint professional managers for the first time. The administration is centralized and the
research is consolidated at one laboratory in Vevey, Switzerland. In 1929, Nestlé & Anglo-Swiss
buys Switzerland’s largest company Peter Cailler Kohler, when Francois Louis Cailler creates
the first chocolate in that country brands Cailler. Now, chocolate becomes one of the Nestlé &
Anglo-Swiss products.
In 1934, malted chocolate drink Milo is launched in Australia. This success means it is
later exported for sale in other markets to expand its business. The company continues to develop
infant food in this inter-war period and launches Perlagon in 1934. Perlagon is a full milk powder
for babies enriched with lactic acid bacteria in order to improve digestibility. In 1936, a
competitive market for chocolate in Switzerland urge Nestlé Peter Cailler Kohler to innovate by
launching new product next year which are Galak white chocolate and Rayon, a chocolate with
honey and air bubbles.
In 1938, Nescafe is launched as a powdered extract of pure coffee that maintains the
coffee’s natural flavor but can be served in simplest way by only adding hot water. The product
is the brainchild of Max Morgenthaler, who begins to work on it in 1929 when the Brazilian
government asks Nestlé & Anglo-Swiss to find an outlet for its huge coffee surplus.
In 1997, the new CEO Peter Brabeck Letmathe sees the growth potential in personalized
nutrition. He affirms Nestlé positions as the leader in “Nutrition, Health and Wellness” as the
millennium approaches. In 1998, Nestlé buys an Italian mineral waters business Sanpellegrin
Group. The Nestlé Pure Life is launched in the developing countries in order to guarantee clean
and healthy drinking water. In the next two year, Aquarel is launched in Europe. In 2000, the
Sustainable Agricultural Initiative Nestlé (SAIN) is launched to develop collaboration with local
farmers. It objectives is to enhance their living standards and ensure a sustainable supply of
commodities.
In 2001, Nestlé buys the US pet food business like Ralston Purina and merges it with
Nestlé Friskies Petcare to be the new market leader in pet care, Nestlé Purina Petcare. In 2002,
results from expanding its ice cream business in the late 90s, Nestlé acquires the licensing right
to premium producer Häagen-Dazs in the US and in Canada. It also buys Mövenpick and
Dreyer’s Grand Ice Cream in 2003. At the same time, it also acquires frozen foods business Chef
America for USD 2.6 billion.
In 2009, by it first Creating Shared Value Forum in New York brings all the experts
together to discuss about global challenges in the area of nutrition, water and rural development,
and the role of business in order to help them. The forum now becomes an annual event. Nestlé
creates a foodservice business division named Nestlé Professional from 2009. In 2010, Nestlé
acquires Kraft Foods’ frozen pizza business. The objectives for the Nestlé Cocoa Plan and
Nescafe Plan be launched is to develop the company’s sustainable supply chains in cocoa and
coffee. It also will help to enhance social conditions in farming communities and assure their
profitability.
In 2011, Nestlé Health Science and the Nestlé Institute of Health Sciences is been set up.
The establishment is to do research on science based nutritional products aimed in preventing
and treating chronic medical conditions. Nestlé is the first company to work with the Fair Labor
Association (FLA) that helps to tackle child labor in the cocoa supply chain. In 2012, Nestlé
acquires Wyeth Nutrition, formerly Pfizer Nutrition for USD 11.9 billion. This is to bolster
position in baby nutrition. In 2013, Nestlé Health Science buys US based medical foods
company, Pamlab. The Pamlab is specializes in medical nutrition for patients that have mild
cognitive impairment and depression. Meanwhile, weight management business Jenny Craig is
sold in America and also in Oceania.
In 2014, the creation of Nestlé Sin Health, Nestlé takes full control of the Galderma
dermatology joint venture that created with L’Oreal in 1981. They end their joint venture with
Innéov, a cosmetic nutritional supplements business that launched in 2002. Galderma next
acquires some of its assets. In 2015, Nestlé launches its new product named Cailler which is the
oldest surviving Swiss chocolate brand as its first super premium global chocolate. French frozen
foods business Davigel is sold.
It is not secret that Malaysians from all walks of life share a love for hot and spicy
food. That is why Maggi proudly presents it hottest noodles ever which is Maggi Letup.
This Maggi Letup is made explosively delicious and hot with pure extracts of fiery red
and dried chilies, a secret blend of authentic curry spices that are topped with real chili
flakes to give that spicy kick have been crave for.
Have a bite of Kit Kat Green Tea and experience one of the sweetest moment in
life. With high quality Japanese green tea confectionary that melts in the mouth with a
nice crispy wafer.
Nescafe Mountain Wash is freshly from the mountain of Tri-An in Vietnam. It has
only 100% naturally caffeine free premium coffee. The secret is the water where the long
hours of soaking the coffee beans results in caffeine free, without compromising the rich
taste.
4. Milo Nutri G
With a wholesome selection of 4 whole grains like oats, barley, brown rice and
wheat that perfectly blended with protomalt, milk and cocoa in order to make sure the
goodness that will fuel customers towards all that he can be.
New taste of freshly brewed coffee is retained and added with milk to give that
unique taste.
6. Nestlé Mat Kool Butterfly
Inspired by the concept of sharing, this butterfly shaped ice confection comes
with two sticks in one pack. It is both strawberry and grape flavored that makes every
bite absolutely refreshing. It can be split into half and share the other half of the savory
ice cream with the loved one.
This help to introduce the deliciousness and the nutritious taste of dates. In
contains more pieces and textures to make sure the child ready for benefits of solid food.
It also benefits the child with combination of DHA, BIFIDUS BL and several vitamins
and minerals for a wholesome meal.
It comes with no harshness, no bitterness. It just a great coffee beans that evenly
roasted.
Nescafe Mountain Wash is Malaysia’s first and only decaf coffee that is 100 percent
natural decaffeinated with pure, natural water to remove caffeine. The existence of Nescafe
Mountain Wash in the market is freshly came from Tri-An, which is a hidden village in Vietnam
where a unique terroir and local traditions met to create an indulgent experience. This product
brings intensity of coffee compared to others because the coffee that used in this product is
grown in the breath-taking Vietnamese mountains. So those coffee beans benefit from the right
amount of sunlight to release a dense and concentrated coffee flavor.
Besides, alternating wet and dry seasons provide an ideal cultivating environment for
naturally ripened coffee cherries since this unique coffee is grown in a sub-tropical climate that
provides the optimal environment. The coffee beans are also 100 percent water washed which is
inspired from local traditions of farmers soaking the coffee beans in pure water for long hours to
gently remove the caffeine while maintaining the bean’s signature flavor. This unique process
preserves the bean’s true nature, maintaining its strength, variety and richness in aroma. So, the
consumers never have to worry about heart palpitations or insomnia since Nescafe Mountain
Wash is naturally caffeine-free coffee.
2.1 CHARACTERISTICS OF PRODUCT
Nescafe Mountain Wash comes with the perfect coffee strength, creaminess and right
amount of sweetness to give consumers coffee perfection. It is decaffeinated through a water
process that involve long hours of soaking to gently remove the caffeine while maintaining the
bean’s signature flavor. Nescafe Mountain Wash taken only fine coffee beans grown in the
Vietnamese mountains and carefully roasted and ground them. Therefore, every bean is bold to
give the consumers that premium experience:
Decaffeinated coffee but same delicious coffee taste and aroma - 100% rich taste, 0%
caffeine
2.2 CUSTOMERS
Coffee becoming more popular in Malaysia, there has also been a rise in the younger
generation’s taste for high quality coffee. This has driven coffee companies to focus even more
on innovation and the development of different product varieties that satisfy consumers’ needs.
According to a press release, Malaysia has historically been a tea-drinking nation, but the
consumption of coffee is on the rise. In 2014, the Malaysian coffee market was good for a total
of RM581.7 million. Malaysians indicate they drink about two to three cups of coffee per day.
In combination with the jump in coffee drinking in Malaysia, consumers are becoming
more discerning and demands for high quality coffee products. Youngsters especially have
acquired a taste for specialty coffee. So, Nescafe made the decisions to make Nescafe Mountain
Was as new innovative products and focus more on the younger generations.
2.3 STRENGTH AND WEAKNESSES
Nescafe Mountain Wash, a product of Nestle is a famous and well-known brand of coffee
made from fine cocoa beans. Being a well-known brand it has drawbacks and some strengths
following with its opportunities.
Strengths:
Nescafe Mountain Wash is the perfect cup of coffee as its coffee beans are decaf,
which helps to reduce effects such as heart palpitation and headache.
3. Innovative culture
Nescafe Mountain Wash is one of unique products that meet their customer needs.
Weaknesses:
The consumers can only buy Nescafe Mountain Wash via online because this
product are not available at any supermarket but available only online. So it is
difficult to those who are not familiar with online buyers.
For the outline of a marketing strategy that was implemented by Nestle to market their
new product, NESCAFÉ Mountain Wash, it consists of the four Ps which is:
PRICE PRODUCT
PLACE PROMOTION
3.1 PRODUCT
In term of product, nestle offer their new product, NESCAFÉ Mountain Wash specially
for a customer of a non-hard core coffee drinker NESCAFÉ Mountain Wash is the perfect cup of
coffee as its coffee beans are decaf, which helps to reduce effects such as heart palpitation and
headache. So that everyone may enjoy their NESCAFÉ Mountain Wash at any time of the day!
Besides the wonderful secret behind NESCAFÉ Mountain Wash is a result of 100% water
decaffeinated beans. NESCAFÉ Mountain Wash is soaked in the waters from the Tri-An
Mountains of Vietnam for long hours that gently removes the caffeine from each coffee bean.
This unique coffee is grown in a sub-tropical climate that provides the optimal
environment for cultivation, with alternating wet and dry seasons. It is grown at a high altitude,
and its beans are soaked in pure mountain waters to remove the caffeine while maintaining the
bean’s signature flavour and aroma! This creates a great-tasting coffee that is 99.9%
decaffeinated while delivering a well-rounded, smooth and slightly floral coffee flavour. In
addition, here are the factors that give the coffee its taste and quality:
1. Altitude
Located in the Vietnamese mountains, the coffee bean benefits from the right amount
of sunlight to release a dense and concentrated coffee flavour
2. Climate
Alternating wet and dry seasons provide an ideal cultivating environment for
naturally ripened coffee cherries
3. Water
Inspired from local traditions, farmers spend long hours soaking the coffee beans in
pure water to gently remove the caffeine while maintaining the bean’s signature
flavour.
3.2 PRICE
NESCAFE Mountain Wash Decaf Coffee Mixes Tin 20g x 12 Stick Canister
Price: RM 14.84
SHIPPING:
Price: RM 14.84
SHIPPING:
West Malaysia = RM 7.50
3.3 PLACE
Malaysia is the first country in the world that launches the new
NESCAFÉ’s Mountain Wash. Since it is a new product to a market, this
new product only available online and customer have to pay a shipping
cost to get it. Here, nestle will know how successful their new product, NESCAFÉ’s Mountain
Wash towards customer before massively sold in selected stores.
3.4 PROMOTION
Nestle is doing the selective demand advertising that is intended to stimulate demand for
individual brands. For this new product which is NESCAFÉ’s Mountain Wash, Nestle promote
their product through advertising at www.nescafemountainwash.com.my. In the advertisement
on NESCAFÉ’s Mountain Wash the message is given that;
“Try Nescafe Mountain Wash. We promise you, a smooth, well rounded coffee, perfect for every
day, anytime. ”
Customers who are interested to know more about NESCAFÉ’s Mountain Wash may visit this
link and also can buy easily through online.
In term of segmentation, Nestle have segmented the product on the following basis:
1. Psychographic Segmentation
2. Demographic Segmentation
3. Geographic Segmentation
4. Behavioral segmentation
1. Strength
Nestlé provides quality brands and products and line extensions that are well-
known, top-selling brands. Since Nestle is large and well-known company, easily for
them to get customer to try their new product. Besides, Nestle always do further research
and development for their products, as well as innovation and renovation. For example
NESCAFÉ Mountain Wash. In addition, Nestle has a large distribution network. It is
because their product can be found everywhere, from hypermarkets in large cities to
small shops in the villages.
2. Weaknesses
3. Opportunities
Since Nestle in Malaysia already known by the public as a product that has
superior product quality and have a good image in the eyes of customers so it is not
difficult for Nestle to launch new products on the market. Definitely many customers are
looking forward for their latest new product. Nowadays, people are concern about their
health. Because the awareness of the importance of health, it have increase the health-
based product.
Nestle, which has a superior quality in each product they had launched has a
chance to become the number one health product in Malaysia. Nestle with their good
image can expand the market by opening a cafe or a special booth for their most-popular
products. Besides, not only aim for promote new product, they also can get more
customer to love and to remain faithful to their brand.
4. Threats
Besides for having a good image quality products, Nestle also has an image that
sticks in the mind of the customer that the price of Nestle products are relatively
expensive compared with similar products from other companies. This cause consumer
will consider before buying or they will look for a replacement product or switch to other
brands that have a similar product.
In addition, since Nestle motto is for quality assurance for their consumer, so that
the raw materials used are also from a high quality and the price will be relatively
expensive. As an impact, nestle products will get more expensive compare to their
substitute product. Since some of other product also has a similar product quality and has
a lower starting price, they become threats to Nestle who make consumer do a price
consideration and will switch to that less expensive product.
For competitors’ analysis, at SUPER their growth ambitions are predicated by their
favorable Branded Consumer offerings and strategic geographic exposure. With their extensive
distribution network and dedicated managers, they are well-positioned to continue to deliver
stellar performance with a portfolio of brands. Besides, SUPER’s offer more than 150 products
to choose from instant coffee mix, instant cereal, instant soymilk, instant tea mix, instant cup
noodles, canned drinks, to non-dairy creamer. In addition, they are driven to continually deliver
quality branded consumer products to their consumers while enabling they to enhance and
extend they regional presence in Southeast Asia.
Next, delivering quality food ingredients and providing solutions to SUPER customers is
what they are all about. SUPER dedication and optimism has made them lead ingredients
manufacturer in Asia for a diverse range of tasty instant beverages and convenient food products
which are marketed and distributed globally. With key ingredient manufacturing plants in
Singapore, Malaysia and China, they provide excellent services, products of superior quality and
value to the customers in the global market.
The low perception of Nescafé coffee quality poses a serious threat to their brand image
and consequently brand equity especially in their new brand which is Nescafé Mountain Wash.
Nescafe images are clearly strong and relatively unique but not favorable. While lack of
favorability is an issue because many of the strong associations such as cheap and instant
possibly carry an implicit meaning of low quality which reflected in lower performance rating
quality of Nescafe products.
Solution 1:
The solution is Nescafe could work better on conveying its quality. The maintenance and
improvement of quality are crucial to sustain consumption in the long term, add value to the
product and ensure compliance with international food safety requirements, thus contributing to
a healthier balance between global supply and demand. The bottom line is that consumers will
drink more coffee if the quality is good, leading to gains in all sectors of the market.
That means, the customer can drink it any time of the days. Nescafe Mountain Wash is a
caffeine-free coffee without compromising the rich taste, supplied to satisfy coffee lovers
anytime and anywhere. In order to decaffeinate the beans, Nescafe Mountain Wash is soaked in
the waters from the Tri-An Mountains of Vietnam for long hours that gently removes the caffeine
from each coffee bean (Nescafe, 2015). This unique coffee is grown in sub-tropical climate that
provides the optimal environment for cultivation with alternating wet and dry seasons. In order
to make it more favorable to their customer it is grown at a high altitude, and its beans are soaked
in pure mountain waters to remove the caffeine while maintaining the beans signature flavor and
aroma (Stephanie, 2015).
Nescafe appears to be excelling at the depth of brand awareness, as evident in its top of
mind recall and recognition in the instant coffee product category. The Nescafé need a proper
promotion in order to satisfy a consumer need and to get engagement with the customer.
Furthermore, with the emergence of a new Nescafé product brand which is Nescafe Mountain
Wash that only available in online purchasing (Nescafe, 2015). It will make this brand does not
surface in consumers’ minds as easily or frequently in general coffee purchase and consumption
situations. This clearly presents itself as a substantial gap that needs to be addressed in order to
rising up consumption and sales volume.
Solution 2:
The solution is in order to bridge the salience gap and improve the breadth of brand
awareness, Nescafe could address the perceived quality of their coffee by setting up a Nescafe
pop-up store that allows the consumer to experience the Nescafe Mountain Wash brands first
hand and therefore raise their brand knowledge. The pop-up stores basically mean that Nescafe
can brings it product to where the consumer are and as such consumers are able to experiences
Nescafe Mountain Wash anytime and anywhere.
This also allows the Nescafe to be able target its younger customers by bringing it to
various youth’s hangout who are likely to find this concept appealing. In addition, the pop-up
store should have various varieties of soluble free dried coffee and customers should be allowed
to customize their coffee to meet their own taste and preferences. Popular blends customized by
consumers can be the mass produced and distributed through its current channels. It is hoped that
Nescafe Mountain Wash would be perceived as a high quality coffee which would open up
Nescafe breadth of brand awareness.
Solution 3:
The solution is Nescafe is using price skimming strategy when they enter into the market
in a country, because at that time they believe that their target customer for coffee belonged to
upper class, after that with the success of this strategy they reduce their prices and target the
upper middle class.
For Nescafe, the focus is focus on the maintaining prices because in circumstances where
a price change may be desirable, but the magnitude of change is undeterminable. It is found the
competitors of Nescafe are very weak in terms of having market share, so it give company an
edge on competitors to maintain prices while introducing new product. Nescafe is at the moment
having a price leadership strategy and it is because it fulfills all the requirements of a successful
price leadership. They have flexibility in their pricing strategy but only for the Institutional
businesses, otherwise they stick on with same prices in market. And this is because their
competitors are not powerful and not in a position to dictate Nescafe to create flexibility in
pricing.
In this case, to make the price fits with their new products, quality aspects have been
given priority by the Nescafe, where this new brand also focus to a non-hardcore coffee drinker.
Nescafe Mountain Wash is a perfect cup of caffeine-free coffee (de-caf) without compromising
the rich taste, catered to satisfy coffee lovers anytime and anywhere. As a world leader in coffee
manufacturing, Nescafe continues to strengthen its belief that quality and taste of coffee should
not be compromised for the total consumer experience. In this day and age, consumers are more
educated and aware of what they want and the variety of options they are offered for their
enjoyment.
Nescafe Mountain Wash can be purchased at an affordable price that suits the quality of
the coffee. For Nescafe Mountain Wash Decaf Coffee Mixes Tin (12 Stick) the price is RM 14.84
while for Nescafe Mountain Wash Premix Decaffeinated Coffee (15 sticks) the price is RM
17.40.
Solution 4:
The solution are, first, Kingdom Digital provided an engaging platform for Nescafe
Malaysia to bring customers on a journey of discovery about the Mountain Wash’s origins and
the secrets behind the delicious coffee. A responsive microsite was built in which every chapter
portray the product in a visually impactful way. To maintain attention span, parallax animations
were injected into the website, resulting in a motion picture experience coupled with realistic
depth of field effects.
In combination with the jump in coffee drinking in Malaysia, an evolution in taste from
where consumers are becoming more discerning and demands for high quality coffee products.
Youngsters especially have acquired a taste for specialty coffee, and because they love the
convenience and efficiency of e-commerce. As a result, Nescafe made the decision to take their
new innovative products, Nescafe Mountain Wash to the next level and focus more closely on the
younger generations by selling it online at 11street (Sherif Hani, 2015).
By bringing Nescafe Mountain Wash to 11street will enable Nescafe to connect directly
with younger coffee lovers in Malaysia and offer them a platform to educate the consumers on
‘the art of coffee’. Online channels allow brands like Nescafe to share fun recipes with
consumers, have them brew new creations and inform them about combo purchases that make
the whole coffee experience a lot more fun. It is this kind of self-enablement that turns
consumers into fans that would be much harder to convey in brick and mortar stores than via
ecommerce (Sherif Hani, 2015).
5.0 CONCLUSION
We can conclude that nestle is a market leader due to different reasons. Even though its
price is high against its competitors but it matches its quality with its competitors. Nestle is using
its brand name to promote its product and its very popular compare to its competitors. Beside,
Nestle also has a good and attractive packaging. We also can easily find Nestle products from
any retailer shop. In addition, Nestle always maintained the quality of its product and are highly
trusted by buyers. Not only the largest food processing company, Nestle also done well to
enhance its consumer loyalty operating as a market challenger in its industry.
In order to market NESCAFÉ Mountain Wash, our recommendations are they should
improve the marketing strategies so that they can capture market and improve their sales. They
also they also need to stress to the public the dangers of caffeine since if they drink after 4pm or
5pm in the evening, they might still be feeling the effects at night when they are trying to sleep.
Actually people might not notice it and they actually go to sleep but their brain is still awake,
meaning they don’t go into a deep sleep and wake up fully refreshed the next morning as
compared to when they don’t consume any caffeine.
NESCAFÉ Mountain Wash is decaffeinated through a water process that involves long
hours of soaking to gently remove the caffeine while maintaining the bean’s signature flavour.
Savour the strong and bold NESCAFÉ Mountain Wash any time of the day and never have to
worry about heart palpitations or insomnia. Now we can drink coffee anytime of the day and here
our love for coffee just grew stronger! Lastly, Nestle also believes that good food means Keeping
Yourself fine too!
REFERENCES
Hitesh Bhasin. (July 7, 2016). Marketing Mix of Nescafe. Retrieve November 11, 2016 from
http://www.marketing91.com/marketing-mix-nescafe/
Judy Wong. (September 29, 2015). NESCAFÉ Coffee Goes Online. Retrieve November 11, 2016
from http://blog.11street.my/index.php/nescafe-brings-malaysias-most-loved-coffee-
online-through-11street/
Nestle in society report. (2015). Retrieved on November 10, 2016 from http://www.nestle.com
.my/asset-library/documents/pdf/nestle_sr2015.pdf
Strategi Bisnis Perusahaan Nestle (2013). Retrieve November 15, 2016 from
http://putriherlinadewi.blogspot.my/2013/05/strategi-bisnis-perusahaan-nestle.html.
CONTENTS
1.0 INTRODUCTION.................................................................................................................................1
1.1 THE NESTLÉ COMPANY HISTORY..............................................................................................1
1.1.1 The Pioneer Years (1866-1905)...................................................................................................1
1.1.2 The Belle Epoque (1905-1913)...................................................................................................2
1.1.3 Survival during Wartime (1914-1918)........................................................................................2
1.1.4 Crisis and Opportunity (1919-1938)...........................................................................................3
1.1.5 Riding out the Storm (1939-1947)..............................................................................................3
1.1.6 Greater Consumer Convenience (1948-1959).............................................................................4
1.1.7 Frozen Foods to Pharmaceuticals (1960-1980)...........................................................................4
1.1.8 Towards Nutrition, Health and Wellness (1981-2005)................................................................5
1.1.9 Creating Shared Value (2006-today)...........................................................................................6
1.2 THE NESTLÉ LOGO EVOLUTION................................................................................................7
1.3 NESTLÉ IN MALAYSIA..................................................................................................................9
1.4 BRANDS IN MALAYSIA................................................................................................................9
1.4.1 New Products............................................................................................................................10
1.5 ORGANIZATIONAL STRUCTURE..............................................................................................12
2.0 NEW PRODUCT DESCRIPTION......................................................................................................13
2.1 CHARACTERISTICS OF PRODUCT............................................................................................14
2.2 CUSTOMERS.................................................................................................................................14
2.3 STRENGTH AND WEAKNESSES................................................................................................15
3.0 CURRENT MARKETING STRATEGY.............................................................................................15
3.1 PRODUCT......................................................................................................................................16
3.2 PRICE..............................................................................................................................................17
3.3 PLACE............................................................................................................................................18
3.4 PROMOTION.................................................................................................................................18
4.0 PROBLEMS AND SOLUTIONS........................................................................................................22
Problem 1: Lagging behind consumer trends (Related to Product)........................................................22
Problem 2: Brand Salience (Related to Promotion)...............................................................................23
Problem 3: Higher price (Related to Price)............................................................................................24
Problem 4: Only available online (Related to Place).............................................................................25
5.0 CONCLUSION...................................................................................................................................27