雀巢公司(市场营销作业)课件.pptx

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1、 The international road to China for Nestle EnvironmentEnvironmentEntry mode decisionLife circleLife circleIntroductionBackgroundDistribution and promotionDistribution and promotionBackgroundvNestle,(Henri Nestle)created in 1867 and headquartered in Vevey,Lake Geneva,Switzerland(Vevey)v Nestle is a

2、138-year-old company originated in SwitzerlandvIn 2005,Nestle has more than 500 factories worldwide,25 million employees and annual sales of up to 91 billion Swiss francs.DIVISIONS OF THE COMPANY v 1 Baby Foods 2 Breakfast Cereals 3 Chocolate&Confectionery 4 Coffee 5 Dairy products 6 Drinks 7 Ice Cr

3、eam 8 In the Kitchen 9 Nestl Professional 10 Nutrition&Health 11 Petcaremain products :1:Nescafe1Introducing freeze-dried soluble coffee with the launch of Gold Blend 2 Sustainable packaging:Finding the right materials.3 A team work with sustainable agriculture2:Dairy ProductsvThere are many essenti

4、al nutrients in the Nestle milkvproducts processing technology EnvironmentEnvironmentvPEST Analysis：A scan of the external macro-environment in which the firm operates can be expressed in terms of the following factors:Political/Economic/Social/Technological.（1）Political analysisvChinas top legislat

5、ure approved the Food Safety Law.v In 2001 Shanghai nestle research center was founded.Preconditons and Risk vPreconditon:Chinas opening up policy was settled.v Risk:The governent of China takes action to proctect national industry.（2）Economic analysisv1、A certain level of purchasing power is direct

6、ly affect vthe economic environment for marketing activities.v2、China high purchasing power provides a broad market space for Nestle to introduce a more secure,high-quality dairy products.（opportunity）v3、Threat:(1)Threat of New Entrants:v 1)multinational brandsv 2)domestic coffee bean suppliers (2)A

7、vailability of Substitutes（3）Social analysisv1、Changing lifestyles and growing urbanization in larger cities in China have brought in wider acceptance of newer products and the pursuit of higher living standards.v2、Nestle company could meet peoples demand for it.This provides the basis for Nestle to

8、 expand market in China（opportunity）.v3、Threat:Due to the influence of Chinese tea drinking vcustoms,some Chinese people still advocate to drink the vtraditional hot drink-tea.（4）Technology analysisv1.With the development of science and technology,more and more Chinese people have a high demand for

9、their dairy products.v2、The PRC government strongly supports the development of e-commerce in the retail sector.v3、Nestle has two R&D centers in China,and fully guarantee the product quality and safety and innovation.So it offers an inexhaustible motive force.（opportunity）v4、China has rapidly develo

10、ped in recent years,especially in the fields of technology and innovation,which have far more than many countries.vTherefore,many high-tech domestic enterprises are emerging.vThreat:Therefore this causes a great threat to the Nestle company in technology.Market Entry Mode Internal factorsv1.Firm siz

11、ev2.Controlv3.International experiencev4.Product complexityv5.Product differentiation advantage Why does Nestle choose this mode?External factorsv1.Country risk/demand uncertaintyv2.Market size and growthv3.Direct and indirect trade barriersv4.Intensity of competitionAs to Nestlev1.Large-sizev2.Dive

12、rsificationv3.International experiencev4.Good quality,innovation and good design of advertisementv5.Chinese governments supportv6.Large demand in ChinaExport ModeDirect exporting vminimal risks and investment to a specific causevacquiring exist sales channels in an unfamiliar marketvHowever vhard to

13、 control,far from the target market,contracts can be troublesome,and currency risks vuse local materials and sell in the local marketvIn 1908,set up sales agent in Shanghai Intermediate Entry ModeLicensingvA seller allows its technology,trademarks,company name,design,processes,or intellectual proper

14、ty to be used by a buyervIn the early 80s,vbegin to negotiate with Chinese government about investing to build factory in China,chansfer its technology to ChinaIntermediate Entry ModeJoint venturevshare risks,costs,and management with a partner in a foreign countryvSince 1987,cooperate with Chinese

15、governmentvIn 1990,set up the first Nestle joint ventureShuangcheng Nestle limited(双城雀巢有限公司双城雀巢有限公司)vIn 2000,cooperate with Taitaile Group(太太乐集团太太乐集团)and have 80%shareholdingIntermediate Entry ModeJoint venturevIn 2001,sign a joint venture agreement with Haoji Group(豪吉集团豪吉集团),and have 60%shareholdin

16、gvNow,Nestle takes up a large market in China.Entry Mode DecisionvTo sum upvits Entry Mode Decision lays a solid foundation on its successfully marketing in China.Consumer products：convenience productsBlack coffeeInstant coffeeThe source of raw materials in ChinaTop 3 sales volume in China(2010)Nesc

17、afeMaxwell houseCafeMocha The taste The package The price“Good to the last drop”Brand imageThe tasteThe packageThe Taste is greatThe PopularityVarious strategies of productProduct inventionLife circle The maturity stagevThe product had achieved acceptance by most potential buyers.vCompetitors begin

18、to react.They market down prices,increase the advertising and sales promotion,and try to find better visions of the products.vA high market rate.vIt posses strong challenges to marketing managements.vDuring19982009,the total market sales of coffee was increasing by a rate of 90%.vIn 2005,Nestles ann

19、ual sales in Chia reach 10.2 billion RMB,submit tax payment for about one billion.Pricing雀巢公司餐饮部产品价目表雀巢公司餐饮部产品价目表NestleFoodservicesPriceList产品编号产品名称产地规格单价(元)1959雀巢1+2咖啡(袋装)东莞700g551934雀巢1+2咖啡(小袋装)东莞100*13g952116雀巢纯咖啡(袋装)东莞500g704154雀巢精选朱古力粉上海700g261907奇巧巧克力（迷你装）天津11*50块303096雀巢经典巧克力天津800g301971雀巢巧克力

20、威化天津48*20g33Distribution strategyThe business marketing channel can be that:M Agent Distributor B Distribution is the process that goods are distributed from manufacturer to the end user.As to Nestle,it chooses an indirect distribution channel.Nestle companySales branches,subsidiariesRetailerscustom

21、ersIn China:The channel strategies can be intensive distribution.Distribution strategyvShuangcheng nestle Ltd.vTianjin nestle milk companyvQingdao nestle milk companyvDongwan nestle Ltd.vTaiwan nestle Ltd.Promotion Strategy 1.SP(Sales Promotion)Sales promotion is short-term incentives to encourage t

22、he purchase or sale of a product.It can help short-term sales.Promotion Strategy PR(Public Relation)In 2009,Nestle firm launched the student nutritional health education projects”in Huining,Gansu.The theme is“Concern about the health and the future”.Promotion StrategyPromotion Strategy Ads In the ea

23、rly 1980s,the first slogan is“The taste is great“,to persuade Chinese people to taste their products of western tea.In spite of the ads has changed many times,this slogan is still the same for many years.It was almost an successful example for advertisers at that time.ConclusionvThis time,through a

24、careful investigation of Nestle,We learn that Nestle has already a great influence in china and even the world.It is a trustworthy brand.Talked about coffee,it must be Nestle.In the near future,the advertising slogan“The taste is great will be remembered by more and more people.1、有时候读书是一种巧妙地避开思考的方法。

25、3月-233月-23Tuesday,March 28,20232、阅读一切好书如同和过去最杰出的人谈话。07:10:1007:10:1007:103/28/2023 7:10:10 AM3、越是没有本领的就越加自命不凡。3月-2307:10:1007:10Mar-2328-Mar-234、越是无能的人，越喜欢挑剔别人的错儿。07:10:1007:10:1007:10Tuesday,March 28,20235、知人者智，自知者明。胜人者有力，自胜者强。3月-233月-2307:10:1007:10:10March 28,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。28 三月 2

26、0237:10:10 上午07:10:103月-237、最具挑战性的挑战莫过于提升自我。三月 237:10 上午3月-2307:10March 28,20238、业余生活要有意义，不要越轨。2023/3/28 7:10:1007:10:1028 March 20239、一个人即使已登上顶峰，也仍要自强不息。7:10:10 上午7:10 上午07:10:103月-2310、你要做多大的事情，就该承受多大的压力。3/28/2023 7:10:10 AM07:10:1028-3月-2311、自己要先看得起自己，别人才会看得起你。3/28/2023 7:10 AM3/28/2023 7:10 AM3月-233月-2312、这一秒不放弃，下一秒就会有希望。28-Mar-2328 March 20233月-2313、无论才能知识多么卓著，如果缺乏热情，则无异纸上画饼充饥，无补于事。Tuesday,March 28,202328-Mar-233月-2314、我只是自己不放过自己而已，现在我不会再逼自己眷恋了。3月-2307:10:1028 March 202307:10谢谢大家谢谢大家