Marketing Strategy Of Nestle

1.0 Introduction

NESTLE

Nestle Company has started off from a single man’s idea and developed into a giant corporation. The vast Nestle group started humbly with the vision of one Swiss chemist, Henri Nestlé. At a time when there was high infant mortality in Europe due to malnutrition this dedicated man began experimenting with nutritious food supplements to overcome the problem. In 1866 Henri Nestlé, a pharmacist developed a milk food formula for infants who were unable to tolerate their mother milk. His product became a success and it created a demand throughout Europe. As Nestlé’s popularity grew more businesses wanted to merge and become partners with Henri Nestlé 's business. In 1905, Anglo-Swiss Condensed Milk Co. and Farine Lactee

For example, the manufacturing of LACTOGEN began in 1921 in the same year a beverage containing wheat flour was marketed under the brand name MILO. In 1938, NESCAFÉ the world 's first instant coffee was introduced. In 1947, the MAGGI Company manufacturer of soups and bouillon invented by Julius Maggi merged with Nestlé. Furthermore, Nestlé continued to expand through the years with some major acquisitions and today Nestle Company still adheres to its founder 's beliefs and principles. Therefore, very much people-oriented, and committed to understanding its consumers ' needs throughout the world in order to provide the best products for their lives. Nestlé’s headquarters are located in Vevey, Switzerland, but Nestlé Company has factories or operation in almost every countries in the world. Since the Nestlé case was published in 1998, it stated that Nestlé had employed 230,000 people worldwide with $71.7 billion in sales (Rodgers, 2000). Now moving forward to 2003, Nestlé has increased the amount of employees to 253,000 people with $88 billion in sales (Nestle.com). Nestlé is increasing the size of their company year by

From the modest beginnings they made the mark in the food manufacturing industry today holding the leading position in the snack food and confectionery industry in Malaysia. Oriental Food Industries Holdings Berhad, an investment holding company, manufactures, sells, and markets snack food and confectioneries. The company operates through three segments which is Manufacturing and Marketing of Snack Food and Confectioneries, Property Development, and Investment Holding. It offers snack food products, wafers, potato snacks, and bakery products primarily under Rota, Super Ring, Jacker, and Oriental brand names. The company 's products comprise wafer cubes, potato chips and crisps, soft cakes, roasted chicken, chilli cheese, prawn crackers, layer cakes, Swiss rolls, cream wafers, wafer rice crisps, cheese balls, chicken rings, vegetable and chicken chips, green pea snacks, cuttlefish rice crackers, onion rings, cuttlefish snacks, chicken curry rice crackers, and other cheese snacks. It is also involved in the property development activities. Therefore, Oriental Company sells its products in approximately 40 countries, including Japan and