Award Winning Case - Highly Commended Case in the Seventh Regional Asia-Pacific Case Competition in Hong Kong - 2003

Nestle's Brand Management Strategies

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
Nestle's Brand Management Strategies
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

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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