Nestle's Brand Management Strategies
| Case Code: MKTG039 Case Length: 10 Pages Period: 1990 - 2002 Pub Date: 2002 Teaching Note: Available |
Price: Rs.500 Organization : Nestle SA (Nestle) Industry :Chocolates and Confectionery Countries : Switzerland Themes: Brand Management |
Abstract Case Intro 1 Case Intro 2 Excerpts
Abstract
The case discusses Nestle's brand management strategies in detail. Nestle's brand portfolio consisted of worldwide corporate strategic brands, strategic worldwide product brands, regional strategic brands and local brands.
The case also explains how Nestle was successful in developing Kit Kat from a multi-local brand to a European brand and finally a global brand.
Issues:
- Brand management strategies of a large consumer foods company with a global presence and a large portfolio of brands
Contents:
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Introduction
Background Note
Nestle's Branding Strategy
Internationalizing the "Kit Kat" Brand
Divesting Non-Strategic Brands
Exhibits
Keywords
Nestle, brand management, strategies, brand portfolio, worldwide, corporate strategic brands, strategic worldwide product brands, regional strategic brands, local brands, Kit Kat, multi-local brand, European brand , global brand
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