Brand Case Studies.Docx

nestles Brand Management Strategies ------------------------------------------------- Abstract: The case discusses hold tights check off management strategies in detail. nests brand portfolio consisted of cosmopolitan corporate strategic brands, strategic worldwide product brands, regional strategic brands and local brands. The case also explains how Nestle was in(predicate) in developing Kit Kat from a multi-local brand to a European brand and finally a planetary brand.| ------------------------------------------------- Issues: » Brand management strategies of a large consumer foods company with a global presence and a large portfolio of brands. Nestle is a brand in its own right. For consumers, relevance of Nestle as a company comes first of all through polish off with products that are branded Nestle. If we want to be perceived as the worlds leading food company, we have to offer consumers an increase amount of products that they can identify as Nestles. - woodpecker Brabeck Letmathe, CEO, Nestle1. ------------------------------------------------- Introduction In mid-1988, Nestle SA (Nestle), the worlds largest consumer packaged foods company found in Switzerland, acquired Rowntree Mackintosh PLC (Rowntree), in the largest ever acquisition accept of a British company during that time.

Rowntree was the worlds fourth largest shaper of chocolates and confectionery products, with well-known brands like Kit Kat, After Eight, Smarties and Rolo. The spot attracted considerable attention all over the world since several(prenominal) bids2 to acquire Rowntree were rejected. Rowntree claimed that the bids were too low for its valuable, well-recognized brands.| In the end, Rowntree was acquired by Nestle for £2.5 billion, two and a half times the pre-bid price and 8 times the net asset value of the company. This acquisition make Nestle the largest chocolate manufacturer in the world. Analysts felt that Nestle had paid £2.5 billion because of Rowntrees brands, not... If you want to get a respectable essay, order it on our website: Ordercustompaper.com

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