Marketing Introduction Of Nestle

1.1 Introduction of Company .

The history of Nestlé began in Vevey, Switzerland, in1867 when founder Henri Nestlé created one of the first infant foods in response to the need for a healthy and affordable product to serve as an alternative for mothers who could not breastfeed their babies. He called his product Farine Lactée Henri Nestlé. Within a few years, the Farine Lactée product was marketed in Europe. Nestlé called his company Société Farine Lactée Henri Nestlé. In 1874, Nestlé developed its condensed milk product, to contend with the Anglo-Swiss Condensed Milk Company, a competitor that was producing cheese, instant formulas and had opened Europe’s first sweetened condensed milk factory in Cham, Switzerland, to market

The price of ingredients had increased, the economy had slowed and exchange rates deteriorated because of the war. An expert banker helped Nestlé find ways to reduce its debt. By the 1920s Nestlé was creating new chocolate and powdered beverage products. Adding to the product line once again, Nestlé developed Nescafé in the 1930s and Nestea followed. Nescafé, a soluble powder, revolutionized coffee drinking and became an instant hit. With the onset of the Second World War, profits plummeted. Switzerland was neutral in the war and became increasingly isolated in Europe. Because of distribution problems in Europe and Asia, Nestlé opened factories in developing countries in Latin America. Production increased dramatically after America entered the war and Nescafé became a main beverage for the American soldiers in Europe and Asia. Total sales increased by $125 million from 1938 to 1945. After 1945, Nestlé continued to prosper, merging with Alimentana S.A., a company that manufactured soups and seasonings, in 1947. In the coming years, Nestlé acquired Cross & Blackwell, Findus frozen foods, and Libby’s fruit juices. Nescafé instant coffee sales quadrupled from 1960 to 1974, and the new technology of freeze drying allowed the company to create a new kind of instant coffee, which they named Taster’s

In West Africa and parts of the Middle East, Maggi cubes are an integral part of the local cuisine. In Haiti and throughout Latin America, Maggi products, especially bouillon cubes, are widely sold with some repackaging to reflect local terminology . In the German, Dutch, and Danish languages, lovage has come to be known as Maggi herb (Ger. Maggikraut, Du. maggikruid or maggiplant, Da. maggiurt), because it tastes similar to Maggi sauce, although lovage is not present in the sauce. Seasoning sauce In Australia, China, Taiwan, Vietnam, Thailand, the Philippines, Singapore, Pakistan, Mexico, Indonesia, Malaysia, Brunei, German-speaking countries, the Netherlands, the Czech Republic, Slovenia, Poland and France, "Maggi" is still synonymous with Maggi-Würze (Maggi seasoning sauce), a dark, soy sauce-type hydrolysed vegetable protein-based condiment sauce. In Spain and Mexico, it is sold under the name Jugo Maggi. There are a total of nine different formulations, which differ between nations and/or regions. Noodles Maggi instant noodles are popular in India, Pakistan and Malaysia. Nestle has 39% market share in Malaysia, where "Maggi" is synonymous with instant noodles, and had 90% market share in India prior to a nationwide ban by the Food Safety and Standards Authority of India. Following the ban, the market share was reduced to 53% in India . In Malaysia, fried noodles made