History
1866-1905
In the 1860s Henri Nestlé, a pharmacist, developed a food for babies who
were unable to breastfeed. His first success was a premature infant who
could not tolerate his mother's milk or any of the usual substitutes. People
quickly recognized the value of the new product, after Nestlé's new formula
saved the child's life, and soon, Farine Lactée Henri Nestlé was being sold in
much of Europe.
1905-1918
1918-1938
After the war Government contracts dried up and consumers switched back
to fresh milk. However, Nestlé's management responded quickly,
streamlining operations and reducing debt. The 1920s saw Nestlé's first
expansion into new products, with chocolate the Company's second most
important activity
1938-1944
Nestlé felt the effects of World War II immediately. Profits dropped from
$20 million in 1938 to $6 million in 1939. Factories were established in
developing countries, particularly Latin America. Ironically, the war helped
with the introduction of the Company's newest product, Nescafé, which was
a staple drink of the US military. Nestlé's production and sales rose in the
wartime economy.
1944-1975
The end of World War II was the beginning of a dynamic phase for Nestlé.
Growth accelerated and companies were acquired. In 1947 came the merger
with Maggi seasonings and soups. Crosse & Blackwell followed in 1960, as
did Findus (1963), Libby's (1971) and Stouffer's (1973). Diversification
came with a shareholding in L'Oréal in 1974.
1975-1981
1981-1995
1996-2002
The first half of the 1990s proved to be favorable for Nestlé: trade barriers
crumbled and world markets developed into more or less integrated trading
areas. Since 1996 there have been acquisitions including San Pellegrino
(1997), Spillers Petfoods (1998) and Ralston Purina (2002). There were two
major acquisitions in North America, both in 2002: in July, Nestlé merged
its U.S. ice cream business into Dreyer's, and in August, a USD 2.6bn
acquisition was announced of Chef America, Inc.
2003
The year 2003 started well with the acquisition of Mövenpick Ice Cream,
enhancing Nestlé's position as one of the world market leaders in this
product category. In 2006, Jenny Craig and Uncle Toby's were added to the
Nestlé portfolio and 2007 saw Novartis Medical Nutrition, Gerber and
Henniez join the Company.
Business Principles
Since Henri Nestlé developed the first milk food for infants in 1867, and saved the life of
a neighbour's child, the Nestlé Company has aimed to build a business based on sound
human values and principles.
While our Nestlé Corporate Business Principles will continue to evolve and adapt
to a changing world, our basic foundation is unchanged from the time of the
origins of our Company, and reflects the basic ideas of fairness, honesty, and
a general concern for people.
Mission:
Henri Nestlé developed the first milk food for infants in 1867, and saved the
life of a neighbor’s child, the Nestlé Company has aimed to build a business
as the world's leading nutrition, health and wellness company based on
sound human values and principles.
Brands:
Nestlé has a wide range of products across a number of markets including
coffee (Nescafé), water, other beverages, ice cream, infant foods,
performance and healthcare nutrition, seasonings, frozen and refrigerated
foods, confectionery and pet food. For a list of some of these brands, see List
of Nestlé brands.
Bottled Water
Today, Nestlé Waters is a thriving business with headquarters in Paris. In
2006, it sold its 72 brands of bottled water worldwide, making CHF 9.6 bn
in sales. The international brands of Nestlé Waters are familiar on tables
throughout the world: Acqua Panna, S. Pellegrino, Perrier, Vittel and
Contrex.
Nestlé began its entry into the water business in 1969 with a 30% stake in
the owners of the Société Générale des Eaux Minérales de Vittel. By the end
of 1997, the Group was present on every continent, and the purchase of S.
Pellegrino gave it the leadership in the Italian market.
In 1998, for the first time in its history, Nestlé associated its name with a
bottled water: Nestlé Pure Life. It is drinking water that has been treated
and remineralized using a standardized industrial process to ensure purity
and quality, and is marketed in emerging countries.
A second product with the Nestlé name was launched in May 2000, this time
in six European countries: Nestlé Aquarel. A natural spring water currently
from nine different springs in France, Germany, Belgium, Hungary, Italy
and Spain, Nestlé Aquarel also uses the multi-source concept to satisfy new
consumer expectations, especially for water with a low mineral content that
the whole family can drink.
Baby Foods
Breast milk is best for babies. Before you decide to use an infant
formula consult your doctor or clinic for advice.
The production of infant food goes right back to the origins of the Nestlé
Company. Henri Nestlé's 'Farine Lactée' was the first product to bear the
Nestlé name.
The factors that made baby foods success in the early days of the Nestlé
company — quality and superior nutritional value — are still as valid today
for the wide range of infant formula, cereals and baby food made by Nestlé.
The World Health Organization (WHO) recognizes that there is a legitimate
market for infant formula, when a mother cannot or chooses not to breast
feed her child. Nestlé markets infant formula according to the principles and
aims of the WHO International Code of Marketing Breast Milk Substitutes,
and seeks dialogue and cooperation with the international health community
and in particular with the WHO and UNICEF, to identify problems and their
solution. Nestlé's expertise as the world's leading infant food manufacturer,
gained over more than 125 years, is put at the disposal of health authorities,
the medical profession and mothers and children everywhere.
Dairy Products
Nestlé has long been a major player in the dairy industry, originally with
well known shelf stable, i.e., dried milk powder brands such as Nido,
Nespray, La Lechera and Carnation. We have been bringing life to milk
since the very beginnings of our company.
Breakfast Cereals
Although cereals have been with mankind in one form or another for
millennia, it was not until the mid 19th century that scientific research,
technological innovation, and the influence of a group of American health
reformers, gave rise to the crunchy foodstuff we know today as breakfast
cereal.
Nestlé has a joint venture with General Mills outside North America, Cereal
Partners Worldwide, which is active in more than 80 countries.
The joint venture began in 1990, and its rapid growth has been characterized
by strong branding and lately the launching of breakfast cereal brands into
the fast-growing cereal bar market.
Ice Cream
There are many myths and stories as to the invention of ice cream: was it
Marco Polo who brought it back from China (along with pasta)? Probably
not, considering he most likely never visited China.
The ice cream cone is the most environmentally friendly form of packaging.
A Syrian from Damascus, Ernest E Hamwi is credited with its invention.
Apparently, during the 1904 St Louis World's Fair, his waffle booth was
next to an ice cream vendor who ran short of dishes. Hamwi rolled a waffle
to contain ice cream and the cone was born.
Nutrition
Nutrition has been a central theme for Nestlé ever since 1867, when Henri
Nestlé first invented infant food to help save the life of a neighbour's child.
Today, we have progressed beyond these beginnings to become a world
leader in key categories of Nutrition, Health and Wellness to offer our
consumers the food choices they need to achieve the healthy lifestyles they
want.
We back this with the largest private research organisation in the world
entirely dedicated to basic research in food and nutrition. In 2006, our total
research and development spend was CHF 1.7 billion. Around 3,800 people
from more than 50 countries work in our worldwide research, development
and prodict testing centers. The focus of our R&D is on products that
provide specific health and nutritional benefits.
Beverages
In 1937, Nestlé scientists perfected a powdered coffee product that was
introduced in 1938 under the brand name Nescafé – the world's first
commercially successful soluble coffee.
It became so popular during World War II that for one full year the entire
output of the Nescafé plant in the United States (more than 1 million cases)
was reserved for military use only. Since then, Nescafé has become one of
the world's best-known brands. In addition, Nestlé is a major producer of
chocolate-based and malted drinks.
Its leading brands, Nesquik, Milo and Nescau are very popular with a
growing number of young people around the world. Nestlé's ready-to-drink
beverages Nestea and Nescafé are sold in various forms (cans, bottles).
These are distributed by Nestlé's joint-venture with the Coca-Cola Company,
Beverage Partners Worldwide. Nestlé is also present in fruit juices
(Libby's), as well as espresso coffee in capsules (Nespresso).
Visit our Creating Shared Value section to read Coffee FAQs and further
information about coffee growing initiatives worldwide.
From the beginning, turning raw, bitter cocoa beans into what one 17th
century writer called "the only true food of the gods" has been a fine art, a
delicate mixture of alchemy and science. Centuries ago it was discovered
that by fermenting and roasting the beans, an almost otherworldly flavor
could be created.
Look in our Creating Shared Value section for information about responsible
cocoa growing.
Prepared Foods
Convenience foods — packaged soups, frozen meals, prepared sauces and
flavorings —date back more than a century. With the Industrial Revolution
came factory jobs for women and less time to prepare meals.
The problem was so widespread that it became the object of intense study in
1882 by the Swiss Public Welfare Society, which offered a series of
recommendations, including an increase in the consumption of vegetables.
Maggi merged with Nestlé in 1947. Buitoni, the authentic Italian brand,
which has been producing pasta and sauces in Italy since 1827, became part
of the Nestlé Group in 1988.
Petcare
Petcare has a shorter history in our company than other sectors but we bring
the same care – and research-based expertise – to this field as we do to any
other – for your pet's sake. We are also an industry leader in the sector.
Nestlé entered the petcare business with the purchase of Carnation in 1985,
and we consolidated our position in Europe with the acquisition of the
Spillers brand in 1998, and further with the acquisition of Ralston-Purina in
2001, creating Nestlé Purina PetCare.
Technologies to develop and add value continually for pets and their owners
are engineered into our current product range. These include state-of-the-art
nutritional innovations, such as products which help maintain feline urinary
tract health, or innovations for the most discriminating of pets and their
owners.
Competitors:
In food:
Unilever ($28.1bn)
Food revenue.
Kellogg Co. ($9.6bn), Kraft Foods ($25.7bn), Dan one Group
($8.5bn), PepsiCo ($16bn est.), HJ Heinz ($8.4bn), ConAgra
($14.5bn), Sara Lee Corp ($7.6bn)
In Non-Alcoholic Beverages:
Coca-Cola (Juice, Soft Drinks, Water) ($21bn), Nestle (Coffee, Soft Drinks,
Water) ($19bn), Starbucks (Coffee) ($4.0bn), PepsiCo (Juice, Soft Drinks,
Sara Lee (Coffee) ($2.7bn), Kraft Foods (Coffee, Powdered Drinks)
($4.6bn), Tchibo (Coffee) ($2.7bn), Unilever (Tea ) ($4.5bn), Red Bull
(Energy Drinks) ($1.6bn)
Cadbury Schweppes (Soft Drinks) ($4.5bn) , Cott Corp (Soft Drinks)
($1.4bn)
Danone (Soft Drinks, Water) ($4.5bn), Ocean Spray (Juice) ($1.0bn)
In Pet care:
Nestle Purina (31%), Colgate-Palmolive (11%), Procter & Gamble (Iams)
(12%)
The global breadth of the research network both inside and outside of the
Nestlé Research Center provides our scientists with an extensive scientific
knowledge base and unique collaborative opportunities.
Much groundbreaking scientific work has emerged from the Nestlé Research
Center in the form of significant product innovations and recognized
scientific publications.
FUTURE PLANNING:
Improving the immune systems of infants and children will help protect
the infants and children from infections and allergies; very common
ailments. Nestlé and Probiomics believe that probiotics, and in particular
Probiomics’ proprietary L. fermentum strain – a beneficial bacteria
which occurs naturally in the gastro-intestinal tract – offer an exciting
option for improving the immune systems of infants and children.
Probiomics currently markets the probiotic under the PCC brand.
Vevey, 1 September 2007 - We are pleased to inform you that Nestlé has
completed the acquisition of the Gerber Products Company announced in
April 2007. We will now start the integration of Gerber into the Infant
Nutrition business unit of Nestlé Nutrition
02 July 2007 - We are pleased to inform you that Nestlé has received the
regulatory approvals required to complete the acquisition of the Novartis
Medical Nutrition business. We will now start the process of integrating
the Novartis Medical Nutrition business into the HealthCare Nutrition
business unit of Nestlé Nutrition.
Nestlé to acquire GERBER, consolidating its Leadership in
Nutrition
With net proceeds of sales for 2007 estimated at USD 1.95 billion,
Gerber is among the most trusted US brands - recognized by virtually ail
mothers in the USA - and, furthermore, enjoys strong positions in
Mexico, Poland and Central America. Gerber is also a provider of baby
care products and juvenile lite insurance in the US. The company has
enjoyed good growth in recent years and, as a result of expected cost
synergies, further improvement of operational margins is expected.
The acquisition of Gerber, which cornes in the wake of the Jenny Craig
and Novartis Medical Nutrition purchases, will transform Nestlé
Nutrition into a business approaching CHF 10 billion in sales with an
enhanced critical mass and access to the Group's global R&D network to
drive innovation.
Upper respiratory tract infections are very common in infants and there
are no effective methods of preventing or reducing the risk of these
infections. Scientific evidence suggests that the BLIS Technologies'
probiotics - beneficial bacteria which occur naturally in the upper
respiratory tract and which have "built-in" defences against pathogenic or
disease causing bacteria - can boost infants' immune systems and may
prevent upper respiratory tract infections. Nestlé Nutrition and BLIS
Technologies will work exclusively together to incorporate these
probiotics into infant nutrition products and provide clinical evidence of
their effectiveness
Under the terms of the agreement, Nestlé Nutrition will fund BLIS
Technologies' research efforts in this area through a series of milestone
and R&D expense payments. BLIS Technologies will be responsible for
development of probiotics suitable for incorporation into infant nutrition
products and supplying the probiotics for clinical trial purposes. Nestlé
Nutrition will be responsible for clinical studies. Nestlé Nutrition will
commercialise the probiotics under licence as part of its range of infant
nutrition products.
Zhengjun Wang, who owns 9 cows and 6 calves, has been supplying milk to
the Nestlé plant in Shuangcheng, North-East China, since 1990. A Nestlé
project in the milk district now provides farmers with proper manure storage
facilities, which reduces impact on water sources and also creates a biogas
energy source for farmers’ homes.
Rural development
Nestlé has a long history of helping farmers to be better and more
prosperous suppliers. This has a positive long-term impact on economic and
environmental development and standards of living, sometimes helping
entire regions to increase agricultural productivity and economic
performance. This often begins by helping farmers through agricultural
programs that share good environmental and water management practices.
swot analysis:
Strengths
Parent support - Nestle India has a strong support from its parent company,
which is the world’s largest processed food and beverage company, with a
presence in almost every country. The company has access to the parent’s
hugely successful global folio of products and brands.
Brand strength - In India, Nestle has some very strong brands like Nescafe,
Maggi and Cerelac. These brands are almost generic to their product
categories.
Weakness
Opportunities
Expansion - The Company has the potential to expand to smaller towns and
other geographies. Existing markets are not fully tapped and the company
can increase presence by penetrating further. With India's demographic
profile changing in favor of the consuming class, the per capita consumption
of most FMCG products is likely to grow. Nestle will have the inherent
advantage of this trend.
Product offerings - The Company has the option to expand its product folio
by introducing more brands which its parents are famed for like breakfast
cereals, Smartest Chocolates, Carnation, etc.
Threat
Sect oral woes - Rising prices of raw materials and fuels, and in turn,
increasing packaging and manufacturing costs. But the companies’ may not
be able to pass on the full burden of these onto the customers.
Conclusion
The food processing business in India is at a nascent stage.
Currently, only about 10% of the output is processed and consumed
in packaged form thus highlighting huge potential for expansion and
growth. Traditionally, Indians believe in consuming fresh stuff rather
then packaged or frozen, but the trend is changing and the new fast
food generation is slowly changing.
STRATEGIC MANAGEMENT
PROJECT ON
PROJECT: