Corporate image & Brand Building By:- PREETY LATA MUKUL MUKESH PRASUN NADIM

What is corporate image • A corporate image is the overall image of a corporation or firm or business in the minds of diverse publics, such as customers and investors and employees.

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It was founded in 1867 by HENRI NESTLE. In 2011 it Was listed no.1 in fortune global 500 as the World‟s most profitable corporation. Ranked no.13 in FT global 2011 with market capitalization of $200 million. Has 449 factories in 86 countries and employees more than 3,28,000 people. Mainly deals in chocolates, milk products, maggi, soup, sauce, coffee, tea, milkmaid, and mineral water etc. It‟s factories in india are in Moga (Punjab), Choladi (Tamilnadu), Nanjagud (Karnatka), Samalakaha (Haryana), Ponda (Goa) Uses the same symbols worldwide. “think globally and act locally” Product formulation vary to suit cultural differences. Each of the manufacturing centre of Nestle has obtained ISO standard certifications: ISO14001(Environmental Management Systems), ISO 22000 (Food Safety Management Systems)

• It market its products in 130 countries across the world.. • Nestle put nutrition as the core of their business.. • Basically the company started to meet the need of the milk in world war I.. • Henri Nestle developed a milk-based baby food and soon began marketing it . It was the first product of Nestle. • Main focus is on health and wellness.. • “Good Food, Good Life to All Consumers”..

Corporate social responsibility Goals met by Nestle  Eradicate extreme poverty and hunger  Achieve universal primary education Promote gender equality and empower women  Reduce child mortality Improve maternal health Ensure environmental sustainability Develop global partnerships

Milking machines were provided to the farmers maintaining large dairy farms. • As for social responsibility, the company says its education programs have reached 9 million people. And by changing the recipes of its foods, it has eliminated 75,000 tons of trans fat from its products, along with 15,000 tons of salt and 638,000 tons of sugars. • Nestlé is also the largest fortifier Of foods with vitamins and minerals • Veterinary services are provided free, and medicines provided at wholesale cost • Nestlé India s local schools, helps in the maintenance of public parks and green belts, facilitates blood donation camps and health awareness programs • Reducing greenhouse gas (GHG) emissions from our operations by improving energy efficiency, switching to cleaner fuels The Nestlé Group is one of the first companies achieving the Certification of Clean Industry for all of its factories •

FORMES OF CSR ASPECT EMPLOYEE SAFELY: • Nestle ensures safety for employees and the improvement in labor quality. This allows the workers to increase their knowledge and skill, which resulted in innovation. Innovation increases the company’s comparative advantage in the competition. ENVIRONMENT: • Nestlé planted 750,000 trees in Malaysia to protect the river ecosystem as part of a reforestation project. The company also plans to reduce 5% water per1 ton of production to reduce water pollution. The above being transported to seedlings image shows forest planting areas. SOCIETY: • Nestle has constantly innovating and changing their products to fulfill their customer’s need. Nestle plans to double number of nutrition and physical activity education around the world

• INDIA: • Clean Drinking Water Project and Water Education Programme For Children: The project has benefited more than 17000 children and even the farmers were made aware to make proper use of water during their farming activities . • PHILIPPINES: • SUSTAINABLE COFFEE FARMING TRAINING PROGRAMME: It encourages farmers to plant other crops in-between rows of coffee trees,to provide Them with additional income. • MALAYSIA: • Contract Chilli Farming Project: Nestlé provides the rural farmers with technical in the field of Chilli processing. 80% of the chillies produced,are purchased by Nestlé which are been used in A proud farmer from MAGGIE CHILLI SAUSE. Kelantan, Malaysia Whose chillies are used In Maggie Chilli sause.

• IN INDIA: • Nestle Agricultural Services has used the experience gained by nestle in different Parts Of the world to set up a system of direct and Efficient with the farmers in India. • IN PAKISTAN: • t Venture For Driver Training: Nestle Pakistan ed hands with the National Highway and the Motorway Police(NHMP) for Drivers safety training. • IN ETHIOPIA: • Water Efficiency Coffee Bean :Research for water efficient Coffee bean varieties :screening for plant characteristics related to water efficiency has recently started Particularly in Ethiopia. • IN SOUTH AFRICA: • Ice Cream On Wheels: Nestle recognises the importance of Enterprise development to eradicate Poverty. The ice cream on Wheels initiative was laun

What the Brand Is... • Brands – products or firms whose names and/or logos are readily recognised and associated with particular characteristics • Branding - is the process of using a name, sign, symbol or other creative element to identify a product and emphasise its position in the market

Brand name: • can be achieved using a company name • promises the consumer particular benefits • considered by a company to be its most important intangible asset • becomes paramount to a product's success

• Kit Kat is the UK's best-selling chocolate bar. The history of Kit Kat emphasises the importance of successfully managed brand names to the company that owns them. Nestlé was prepared to pay a record price to acquire Rowntree in 1988 because of the prestigious brands in Rowntree's product portfolio. Kit Kat was an important part of the portfolio. • Internationally, Kit Kat is now also manufactured in Canada, , India, Malaysia, China, Japan, Australia, South Africa and the United States. It is available in more than 100 countries throughout the World.

Promotion Strategy • The “Have a Break, Have a Kit Kat” theme appeared briefly in 1939, but has been the on-going Kit Kat slogan, or strapline, since the mid 1950s • free bars in the multi-bar family packs and an instant win deal with Burger King in 1996 • on-pack promotion featuring ‘The Simpsons’

• Kit Kat's advertising is concentrated in two media: – television commercials - which follow the well-known Have a Break tradition – posters - where the powerful colours of the pack and product are used to dramatise the message • A particular challenge for the rs is to appeal to both the consumers and the purchasers • Women for two thirds of all confectionery sales, but a large proportion of these purchases are subsequently consumed by children

The Brand Maggi

What is the brand name that comes to your mind when you hear the word

“NOODLES ”?

STORY OF MAGGI 2-MINUTE NOODLES

•It‟s a Brand of instant noodle made by Nestle India Ltd.

•It was founded by the Maggi family in Switzerland in the 19th century.. •The Brand is popular in: • -Australia • -India • -Malaysia • -New Zealand • -Singapore • -South Africa

• Nestle wanted to explore the potential for such an instant food among the Indian market.

• Now it enjoys around 90% market share in this segment. • Over the years Maggi has launched several products under its Brand name.

The Birth in India • Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestlé SA, introduced the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles product. • initially priced at Rs.2.10 with a close 100% margin…

INITIAL STRATEGIES OF MAGGI

•Maggi has faced a lot of hurdles in its journey in India •The basic problem the brand faced is the Indian Psyche.

•Initially Nestle tried to position the Noodles in the platform of convenience targeting the working women. •However, the sales of maggi was not picking up despite of heavy Media Advertising. •To overcome this NIL conducted a research.

(CONT.) •NIL‟s promotions positioned the noodles as a „convenience product for mothers & as a „fun‟ product for children.

•The noodle‟s tagline , ‟Fast to Cook, Good to Eat‟ was also in keeping with this positioning. •They promoted the product further by distributing free samples, give gifts on return of empty packets ,etc. • Effective Tagline Communication.

The 4 P’s

MAGGI-Product mix • MAGGI 2-MINUTE Noodles • MAGGI Vegetable Atta Noodles • MAGGI CUPPA MANIA • MAGGI Vegetable Multigrain Noodles

PRODUCT LEVELS: CUSTOMER VALUE HIERARCHY • Core benefit - “FAST TO COOK & GOOD TO EAT”. • Basic product benefit - good taste with proper nutrition levels and good health. “TASTE BHI HEALTH BHI” • Expected product benefit - proper and a good package & fully packed seasoning tastemaker & affordable prices.

MAGGI-PLACEMENT The distribution network is well spread almost everywhere in India,as it is easily available in all kirana stores, retail store etc.

• Whenever, Wherever, However • Connecting with Customers out of home…on the move • Maggi Fun spots • Supply in other nestle kiosks • ITES/BPO employees

MAGGI: Promotion Sales Promotion Exchange schemes Price-off offer Scratch n Win Offers Money back offer.. Sponsor school quiz.. Awareness campaign..

ment

Effective Taglines

Thank you!