Nestle’S Company And Its Multiple Brand

Nestle’s company and its multiple brand

Nestle is a multiple brand, since it encompasses different brands that have no connection between them. It is done with the aim of differentiating each product line, although in some cases we can see how Nestlé does use its brand in the line of various products. For example everything related to child nutrition. It may be due to the brand concepts that we can attribute to Nestlé, that would be nutrition, health and well -being. In addition to offering high quality and safety products. While it is true, we can observe how for animal feed they prefer to unmark the main brand since relating Nestlé with animal food is surely not the best sales strategy.

Now we will analyze each category to see if it is a single brand, multiple brand, or brand umbrella. We can observe all of them, which is a perfect brand to perform this exercise. Before starting, understanding Nestlé’s story as a great multinational with more than 350.000 employees. A group that over the years has been acquiring new businesses, and has managed through a multiple brand strategy to differentiate each category and product segment.

Nestlé’s purpose is to position himself in the mind of the consumer as a global nutrition leader, in addition to being a trust company for all his consumers and a business reference in his financial performance as a corporation. As a consequence, they are investing in guaranteeing with financial and environmental continuity of their medium -term operations, taking into account very important aspects such as: technology, research, development, people and brands.

It is a clear case, where it has been necessary to differentiate through the use of different brands. A company with more than 100 years of history and with a trajectory of creation and acquisition of new companies. The differentiation can be observed first in its different category of products and secondly in its brands.

We start with the first category: bottled water. We can see how Nestlé has different brands to sell the same product: water. Each of these brands would be a unique brand, which is used to sell an exclusive product. Each brand has a different positioning and are directed to different consumer segments.

On the other hand, if we analyze the category of pet food, we can see an umbrella brand that includes all submarks. We talk about a reference brand within the pet food sector, its "well -being" positioning being the competitive advantage of the competition against the competition. Purina a company with a long career specialist in pet food.

As child feeding, Nestlé uses a brand strategy where the main brand Nestlé uses as the mother of all the by -products of the category. In this case we talk about a reference brand for its quality and safety. Key element that makes all its products leaders into their segment.

So far we can see how the Swiss company uses different strategies based on its objectives. That is, they use a hybidro or mixed model thus taking the best strategy and adapting to the use in each specific context of the different markets where they develop their activity.

To analyze the coffee category, we can see how each brand covers a different segment of consumers. From the customer who needs an express product, of rapid and cosmopolitan consumption such as Nespresso. The consumer interested in nature and interest in consuming organic products or the customer interested in soluble products such as Nescafé. Type of products where there are more than 200 different mixtures of nescafé. With all this the Swiss company would be satisfying the expectations of all its consumers and adapting to their local needs.

In conclusion, Nestlé follows the own positioning of the great multinationals, which include different brands under the same company. Each of them takes possession differently depending on the needs it covers and the public that is directed. Therefore it is an example of a company that makes use of multiple positioning since it has many very different brands from each other. Following such a strategy is key for such a company to be perceived as you want among your consumers. Of course, to be useful, it must be very well defined, to be consistent and offer a value to their potential consumers.