17-01-2013, 11:11 AM
Major Research Project TO STUDY THE MARKET STRATEGY OF NESTLE PRODUCT
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HISTORY
The company dates to 1867, when two separate Swiss enterprises were founded that would later form the core of Nestlé. In the succeeding decades the two competing enterprises aggressively expanded their businesses throughout Europe and the United States.
In August of 1867 Charles A. and George Page, two American brothers from Lee County, IL, established the Anglo-Swiss Condensed Milk Company in Cham. Their first British operation was opened at Chippenham, Wiltshire in 1873.
In September 1867, in Vevey, Henri Nestlé developed a milk-based baby food and soon began marketing it. Henri Nestlé retired in 1875, but the company, under new ownership, retained his name as Farine Lactée Henri Nestlé.
Henri Nestlé.
In 1877 Anglo-Swiss added milk-based baby foods to its products, and in the following year the Nestlé company added condensed milk, so that the firms became direct and fierce rivals.
In1905 the companies merged to become the Nestlé and Anglo-Swiss Condensed Milk Company, retaining that name until 1947, when the name Nestlé Alimentana SA was taken as a result of the acquisition of Fabrique de Produits Maggi SA (founded 1884) and its holding company, Alimentana SA of Kempttal, Switzerland.
Maggi was a major manufacturer of soup mixes and related foodstuffs. The company’s current name was adopted in 1977. By the early 1900s, the company was operating factories in the United States, United Kingdom, Germany and Spain. World War I created new demand for dairy products in the form of government contracts; by the end of the war, Nestlé's production had more than doubled.
Nestlé - The World Food Company
The founder of Nestlé was Henri Nestlé, who, from a modest beginning, founded the Company in 1867 at Switzerland for manufacturing Infant cereal for babies. At that time Switzerland faced one of the highest infant mortality rates and the milk formula lives of many infants whose mothers were unable to breast feed successfully.
With the introduction of the infant formula came the symbol of the bird’s nest, which personifies our business. The symbol which universally understood represents motherhood, love, nourishment, family, tradition and safety. Today the symbol is central to our corporate identity and closely parallels the company’s culture.
At present Nestlé is the world’s largest food company, with its international head quarters at Vevey, in Switzerland. With 468 factories in 84 countries, it employs over 230,000 people.
Introduction of Nestle India limited and
Partnership
Nestlé’s relationship with India dates back to 1912, when it began trading as The Nestlé Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market.
After India’s independence in 1947, the economic policies of the Indian Government emphazised the need for local production. Nestlé responded to India’s aspirations by forming a company in India and set up its first factory in 1961 at Moga, Punjab, where the Government wanted Nestlé to develop the milk economy. Progress in Moga required the introduction of Nestlé’s Agricultural Services to educate, advise and help the farmer in a variety of aspects. From increasing the milk yield of their cows through improved dairy farming methods, to irrigation, scientific crop management practices and helping with the procurement of bank loans. Nestlé set up milk collection centres that would not only ensure prompt collection and pay fair prices, but also instil amongst the community, a confidence in the dairy business. Progress involved the creation of prosperity on an on-going and sustainable basis that has resulted in not just the transformation of Moga into a prosperous and vibrant milk district today, but a thriving hub of industrial activity, as well. Formore on Nestlé Agricultural Services.
Organization structure
The strength of “Nestle India limited”
Over the years, Nestle India Limited has grown to become a multi-million US Dollar company. Many of the Nestle’s products – dairy products and beverage products are market leaders in their category and have won acclaim at the Monde Selection, since1912.
Today, Nestle India Limited enjoys a big share of the total food items market , in India. The Nestlé’s brands, such as, Nescafe, Maggi and milkmaid and confectionery brands, such as, Eclairs, Polo, Munch and Kitkat, enjoy a strong imagery and appeal amongst consumers.
Be it a big city or a remote village of India, the Nestle name symbolizes quality, health and great taste! And yet, we know that this reputation has been built, by constantly innovating and catering to new tastes. This can be seen by the success of brands, such as, Maggi & nescafe, or the single twist wrapping of Munch choclate.