Superbrands 2006
Total Page：16
File Type：pdf, Size：1020Kb
consumers’ perception on sachet cappuccino. Promotion throughout the year, as well as an outdoor Nestlé breakfast cereal is a particularly NESCAFÉ has always built a special relationship component.The JOE print campaigns focused on dynamic and innovative category, and a recent with its consumers through consumer the young core of its target and tried to make objective has involved improving the nutritional promotions. It has rewarded their sure young Joe consumers find their brand in profile of Nestlé products. As a result, Nestlé loyalty with impressive prizes, and their favorite shops. products are now more nutritious than with prizes particularly close to their With regard to CSR activities, Nestlé has ever.Also, the company has recently hearts. A good example is the famous developed strong national campaigns, which are launched a new packaging format and much-loved red NESCAFÉ mugs. fully integrated into the social, cultural, and meant to improve affordability of What’s more, NESCAFÉ has re- economic life of the countries in which the Nestlé cereals, by changing the invented its mug, making it available company operates. packaging from boxes to bags. in different shapes and designs to Nestlé Romania has carried out educational Market MAGGI is an innovative suit a range of special activities for youth, implementing two new and has also taken over brand, always close to its moments:Valentine’s day programs:“Sports and Entertainment Clubs”, for Everyday, millions of people all over the world leadership of the soup consumers and their needs. celebration, Christmas, the fourth graders in district three of Bucharest, show their confidence in the brands of Nestlé by segment since 2006. A recent development and even special mugs for and “The Key to Success”, a programme carried choosing its products.This confidence is based involves the launch of a early mornings. out in partnership with Junior Achievement on the company's respected image and a new culinary category – In the breakfast cereal Romania.This latter program was particularly reputation for high standards that has been built History recipe mixes,“MAGGI, category, promotions play a key widespread, targeting pupils and students from up over many years. pofta de…”, an innovative role. Nestlé is not only concerned 60 towns. A Nestlé logo is perceived as a promise to In Vevey, Switzerland, in 1866, Henri Nestlé, a trained concept that offers the with offering consumers an attractive the customer that the product is safe to necessary mix of free sample.The World Cup 2006 BrandValues consume, that it complies with all regulations and pharmacist, developed a condiments and promotion, implemented during From a Food Company to a Food, Nutrition and that it meets high standards of quality. pioneering cereal-based milk vegetables in preparing a April/May 2006, was a big success Wellness Company… Today, Nestlé Romania is present in different food for babies, which he particular recipe. and consisted of an integrated mix Nestlé, over its long historical development categories, holding leading positions, with brands called Farine Lactée Nestlé. Well established on of ATL and BTL components. from a small village operation to the world's ranging from coffee, instant cocoa, wafers, One day, a friend came to the marked, as the In 2005, MAGGI launched one leading food company, has demonstrated an chocolate bars, culinary, baby food, breakfast him with a baby that had finest, crispiest wafer, of the most complex and enviable capability to adjust to an ever-changing cereal, cereal bars, food services, professional been born a month JOE has reinforced its innovative advertising and external environment, without losing its products and pet care. premature. Unable to tolerate any food, the baby had been position with its promotional campaign in fundamental beliefs and core values, so factory outside the town. Later, a manufacturing recently re-launched Romania, targeting consumers Achievements given up for lost by the local doctors. Henri important to long-term success. Under the Nestlé gave the baby his cereal-based milk food line was installed and the history of the best- range of Crispy all over the country. Under banner of “Good Food, Good Life”, Nestlé is NESCAFÉ has become the number one instant and the baby survived.Within a few years, the loved wafer in Romania has began. In 2000, Moments, with its the slogan “Follow your committed to offering consumers high-quality coffee brand on the Romanian market after new product quickly expanded to meet demand Nestlé decided to invest in JOE and acquired the less-sweet taste and heart and win!”, MAGGI food products that are safe, tasty and affordable. consolidating and innovating its portfolio.The in much of Europe. Henri Nestlé called his factory based in Timiº oara.Today, JOE is the best- an improved recipe. invited its consumers to launch of the 3in1 range, the extension into the company Société Farine Lactée Henri Nestlé known wafer brand in Romania and is in second The chocolate stick the MAGGI heart www.nestle.ro Cappuccino market, as well as the re-launch of and used as logo his own name, which in place in terms of brand awareness on the covering was also on their window and its soluble portfolio, made NESCAFÉ Romanians' German means “little nest”, together with his Romanian confectionery market. improved, to give await the visit of one of favourite instant coffee brand. consumers a better the three MAGGI family’s coat of arms – a nest with a mother Product Nestlé is market leader on the breakfast feeding her young.This symbol of nurturing feeling of the caravans, offering cereal and cereal bar categories, boasting a wide family values continues to be extensively used by NESCAFÉ is being loved and savoured by more Nestlé chocolate them the chance to portfolio. Nestlé has recently become the the company to evoke security, affection, nature than 4,000 people every second in the world. that makes JOE so win up to 1,000 market leader in terms of volume on the and nourishment. Since its launch in 1938, NESCAFÉ has delicious.The euros every day. breakfast cereal market, mainly due to its major Between 1930/37, Nestlé was approached by continuously innovated its image and product packaging was MAGGI received a Diploma of Excellence in Whole Grain initiative, consisting in improving a representative of the Brazilian Coffee Institute, range and thus has become a favourite one also improved for the category ”Most credible PR and media the nutritional profile of breakfast cereal. who was seeking a way of preserving a huge worldwide. the entire bags range and campaign in favour of competitiveness increase MAGGI has recorded a constant increase in surplus of green coffee.The Institute wanted In the breakfast cereal and cereal bar JOE will continue its innovation and for a product/service”. terms of market share and awareness in recent Nestlé to manufacture “coffee cubes” which categories, the most known and strongest Nestlé constant improvements in the pursuit of the The promotion was also implemented in years, closing the gap to its main competitor on would preserve coffee flavour, yet be soluble in brands in Romania are NESQUIK, FITNESS and freshest, crispiest taste possible. 2006, supported by a renewed and more the local market. MAGGI has enjoyed continual water. Nestlé took up the challenge in a CHOCAPIC. In 2005, Nestlé diversified its offer of attractive mechanism, with the same successful leadership in the bouillons segment since 2005 laboratory in Switzerland, led by Mr. Max MAGGI is a leading culinary brand and part of preparations for the HoReCa/Vending channel results. Morgenthaler. the Nestlé family of fine foods and beverages. and expanded its sales operations through JOE is strongly supported through all media NESCAFÉ was born in 1938.The word The name MAGGI has always been associated traditional channels by launching NESCAFÉ channels and marketing field activities. It has TV NESCAFÉ came from the company with top quality products that combine a healthy coffee machines. campaigns and national promotions that run name, NESTLÉ, combined with and varied nutrition with fast and straightforward CAFÉ. NESCAFÉ was introduced preparation. In Romania, MAGGI offers its officially in Switzerland on April consumers a whole range of products, such as 1st 1938, in powder form, not seasoning, bouillons, dehydrated standard and “cubes” as was originally instant soups, recipe mixes and ready-made expected. pasta. Seasoning is the most developed of the In 1947, Nestlé merged with categories MAGGI is present in, due to the fact THINGSYOU DIDN'T KNOW ABOUT Alimentana S.A., the company that in Romania people still cook from scratch, of Julius Maggi, the inventor of using fresh ingredients. the legendary MAGGI flavourings, JOE holds a strong position on the wafer Nestlé dehydrated soups and bouillons. market in Romania.Wafers hold the number two Nestlé NESQUIK was the first instant position on the Romanian confectionery market, chocolate drink in the world. It soon second only to chocolate tablets.They represent Julius Maggi launched in 1884, the first industrially produced leguminous flour and became a family favorite and, in the mid more than 30% of the total confectionery products sold in Romania, amounting to over increased his product range in 1886 with 1950s, the product was launched in Europe as MAGGI ready-to-use soups Nestlé NESQUIK. 10,000 tons of solid product sold every year. In 1973, the NESQUIK Bunny, Quicky, was Every serving of Nestlé NESQUIK cereal with chosen to represent the brand and soon Recent Developments milk contains more energy than a banana became a favorite character among kids. The latest Nestlé product to have been launched is called NESCAFÉ RED CUP.In April JOE was the first one to introduce the The local product JOE was born in Timiº oara concept of a “wafer bar” onto the Romanian in 1994, in a simple manufacturing unit.