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1、雀巢1.BriefIntroduction3.Logo2.TheHistoryofDevelopment4.BrandPositioningandProducts5.AdvertisementShow6.MarketingStrategy7.OrganizationManagement8.FeelingandSummaryNestléNestléwasfoundedbyHenriNestlein1867.It’stheworld'sleadingnutrition,healthandwellnesscompany.Theirmission of"GoodFood,GoodLife" is
2、toprovideconsumerswiththebesttasting,mostnutritiouschoicesinawiderangeoffoodandbeveragecategoriesandeatingoccasions,frommorningtonight.FounderHenriNestlé,(10August1814–7July1890),wasaGermanconfectionerandfounderofNestlé,theworld'slargestfoodandbeveragecompany,aswellasoneofthemaincreatorsofcondens
3、edmilk.HistoryNestlécantraceitsoriginsbackto1866,whenthefirstEuropeancondensedmilkfactorywasopenedinCham,Switzerland,bytheAnglo-SwissCondensedMilkCompany.Oneyearlater,HenriNestlé,atrainedpharmacist,launchedoneoftheworld’sfirstpreparedinfantcereals‘Farinelactée’inVevey,Switzerland.Thetwocompaniesm
4、ergedin1905tobecometheNestlé youknow,with headquarters still basedinthe SwisstownofVevey.Weemployaround280000peopleandhavefactoriesoroperationsinalmosteverycountryintheworld.Nestlésalesfor2010werealmostCHF110bn.LogoDevelopmentTheNestlélogowaslaunchedbyHenriNestléin1868onthebasisofthemeaningofhisn
5、ameinGerman,i.e.littlenest,andofhisfamilyemblem(thatyoucan seehere).Henri obtaineda15-yearFrenchpatentforhislogo in1868. Afterheretired,itwasregisteredinVeveyin1875bythenewownersofhiscompany.In1938,thetraditionalnestdesignwascombinedwiththe"Nestlé"nametoformwhatiscalledthecombinedmark.In1966thede
6、signwassimplified.In1988,theworminthemotherbird'sbeakwasremovedandthefledglingsbecametwoinsteadof three.Nestléhassome6,000brands,withawiderangeofproductsacrossanumberofmarkets,includingcoffee(Nescafé,Nespresso,etc.),bottledwater(Buxton,Perrier,etc.),milkshakesandotherbeverages(Nesquik,Milo,Carnat
7、ion,etc.),chocolate(MilkyBar,AfterEight,andmanyothers),icecream(Häagen-Dazs,SkinnyCow,etc.),breakfastcereals(Cheerios,GoldenNuggets,Shreddies,etc.),infantfoods(nowincludingGerberproducts),performanceandhealthcarenutrit
