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Your Name
BRAND AUDIT
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Company Background
• Nestle was founded by Henri Nestle in a small town of Vevey Switzerland
• Largest food and beverage business with over 280,000 employees, 456 factories in 84 countries.
• Available in Australia since 1880s and by 1906 Australia had become the largest export market.
• Nestle Australia is under the Oceania Region which includes Australia, New Zealand, and the Pacific Islands.
• Nestlé Oceania brands include: Nescafé, International Roast, Nesquik, Milo, Maggi, Nestlé Carnation, Kit Kat, Aero, Smarties, Wonka, Soothers, Allens, Uncle Tobys and Sunshine.
Brand Portfolio
Brand Personality Nestle
• Competence• Friendly • Excitement• Sophistication • Innovative
‘Points of Parity’ & ‘Points of Difference’
Points of Difference Points of Parity
Quality Product Fast Moving Consumer Goods
Unmatched product portfolio Convenient
Tasty and Nutritious Affordable
R&D Sustainability
Brand Resonance Pyramid
Mental Map
Quality
Innovative
Reliability
Nutritious
Tasty
Competitive Advantages
Change in brand direction
• Operations began in 2011• Recognized leader in Nutrition, Health and Wellness• Focus on: obesity, diabetes, aging etc.
• Global program which aims to improve the nutrition and health knowledge and promote physical activity
• Program operates in 68 countries, reaching 6.9 million children
• FREE program
World’s Leading Food Company
Leader in Nutrition, Health & Wellness
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