资源描述：
《雀巢公司介绍(英语)》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、雀巢BriefIntroductionLogoTheHistoryofDevelopmentBrandPositioningandProductsAdvertisementShowMarketingStrategyOrganizationManagementPART1PART2FeelingandSummaryPART3NestléNestléwasfoundedbyHenriNestlein1867.It’stheworld'sleadingnutrition,healthandwellnesscompany.Theirmission of"GoodFood,G
2、oodLife" istoprovideconsumerswiththebesttasting,mostnutritiouschoicesinawiderangeoffoodandbeveragecategoriesandeatingoccasions,frommorningtonight.FounderHenriNestlé,(10August1814–7July1890),wasaGermanconfectionerandfounderofNestlé,theworld'slargestfoodandbeveragecompany,aswellasoneoft
3、hemaincreatorsofcondensedmilk.HistoryNestlécantraceitsoriginsbackto1866,whenthefirstEuropeancondensedmilkfactorywasopenedinCham,Switzerland,bytheAnglo-SwissCondensedMilkCompany.Oneyearlater,HenriNestlé,atrainedpharmacist,launchedoneoftheworld’sfirstpreparedinfantcereals‘Farinelactée’i
4、nVevey,Switzerland.Thetwocompaniesmergedin1905tobecometheNestlé youknowtoday,with headquarters still basedinthe SwisstownofVevey.Weemployaround280000peopleandhavefactoriesoroperationsinalmosteverycountryintheworld.Nestlésalesfor2010werealmostCHF110bn.LogoDevelopmentTheNestlélogowaslau
5、nchedbyHenriNestléin1868onthebasisofthemeaningofhisnameinGerman,i.e.littlenest,andofhisfamilyemblem(thatyoucan seehere).Henri obtaineda15-yearFrenchpatentforhislogo in1868. Afterheretired,itwasregisteredinVeveyin1875bythenewownersofhiscompany.In1938,thetraditionalnestdesignwascombined
6、withthe"Nestlé"nametoformwhatiscalledthecombinedmark.In1966thedesignwassimplified.In1988,theworminthemotherbird'sbeakwasremovedandthefledglingsbecametwoinsteadof three.Nestléhassome6,000brands,withawiderangeofproductsacrossanumberofmarkets,includingcoffee(Nescafé,Nespresso,etc.),bottl
7、edwater(Buxton,Perrier,etc.),milkshakesandotherbeverages(Nesquik,Milo,Carnation,etc.),chocolate(MilkyBar,AfterEight,andmanyothers),icecream(Häagen-Dazs,SkinnyCow,etc.),breakfastcereals(Cheerios,GoldenNuggets,Shreddies,etc.),infantfoods(nowincludingGerberproducts),performanceandhealthc
8、arenu
