Nestle, perhaps almost the only manufacturer that know absolutely everything, because Nestle produces an incredible variety of products under its own brand. This list includes baby food and cereals, coffee and a variety of drinks, breakfast cereals and biscuits, sweets and chocolate, pharmaceutical products and even cosmetics. In this way, Nestlé product range currently has over 2000 trademarks, which can be easily found on the shelves in the supermarket, from food to household chemicals.
Next door to Henry Nestle lived young man Daniel Peter, who was engaged in the production of chocolate and for many years tried to create milk chocolate. But, like many other chocolate manufacturers, he did not succeed until he had a wonderful idea - to use instead of regular milk powdered milk Henry Nestle. And so milk chocolate was born.
Soon Daniel Peter's chocolate factory is part of Nestle, which has already become a rather big and well-known corporation in its field.
When Henry Nestle saw that his products are gaining popularity and there are too many competitors in both milk formula and chocolate, he decides to use a nest with birds as a trademark on his products. By the way, Nestle is translated as "little nest". This badge is the family crest of the Nestlé family.
Nestle strictly monitors the quality of its products. Doing everything for competitiveness with other manufacturers of chocolate products. It should be noted that Nestle is fighting fiercely with everyone who tries to "borrow" from them not only the recipe, but also appearance produced chocolate.
An example is recent Nestle lawsuit against Cadbury who tried to copy the shape of the KitKat chocolate. Nestle spent seven years and a lot of money on this, but they achieved their goal. Although Cadbury tried to appeal, but, as the court ruled, the four-fingered form KitKat chocolates was invented back in 1935 and has always been associated with by Nestle.
During our trip to Gruyères in Switzerland, we stopped by the factory where Cailler Swiss chocolate is made. In fact, Cailler chocolate and Nestlé chocolate are one and the same, since in 1929 the Nestlé company bought this oldest Swiss chocolate brand, with which it had been collaborating for many years. And now the Swiss Cailler chocolate is considered an elite direction in the Nestle company, and the factory is called Maison Cailler.In my opinion, if you plan Holidays in Switzerland with children- a must-do on your list of excursions is a visit to this factory in the Gruyère district of the canton of Friborg. Moreover, for children under 16 years old, admission is free. True, knowledge of a foreign language is desirable, since the tour is not provided in Russian, and the history of the emergence of chocolate is quite interesting.
This Nestle chocolate factory is located in the Alpine village of Brock, not far from the town. You can get from Gruyere to Broc by train, which runs every hour (according to the winter schedule). An adult ticket costs 7 francs, the ride takes 25 minutes. Stop right at the entrance to the chocolate factory, the main thing is to buy a ticket to Broc-Fabrique, and not to Broc-Village gare.
The Cailler chocolate factory is quite new; on its territory there is a chocolate shop, a cafe and an excursion hall. The store deserves special attention. Here you can see and buy not only ordinary chocolate bars, but also souvenir chocolate figurines, caps, T-shirts and much more. We visited the Nestle factory in March, and here preparations for Easter are already in full swing. Therefore, here you can see chocolate bunnies and chocolate eggs- symbols of Easter in Europe.
In addition, you can immediately buy special cocoa powder for cooking, which I wrote about a little earlier. Also, visitors to the excursion to the chocolate factory have the opportunity to visit the workshop where they prepare chocolate candies. As on, there is an atelier where you can make your own chocolate masterpiece. At the Nestle factory, the atelier looks more solid, there is more room for creativity and there were a lot of people who wanted to.
Tours of the chocolate factory are offered in five languages - English, French, German, Italian and Spanish in different time. We did not have to wait long, information is displayed on a special electronic scoreboard when your tour begins according to the tickets purchased. Almost like at the airport. True, in the summer the wait can be delayed, because there are much more people who come to rest in Switzerland with children in summer than in winter.
To our group for English language there was no one else and we walked on our own. We first entered a dark room filled with the scent of chocolate. Then the door opened and we entered the next dark room, and the announcer began to tell us about the history of chocolate. At first, our daughter didn’t really like the darkness, she became capricious, but then she realized that everything can be touched and got carried away.
When people first began to get acquainted with chocolate, it looked completely different from what we are used to now, it took thousands of years to get chocolate in bars! The Mayan Indian tribes, and before them the Olmecs, who lived in Mexico, discovered cocoa trees and their unusual fruits a thousand years before our era. Throwing these fruits into the water and stirring them, they got a drink with a bitter and slightly strange taste. And, surprisingly, after drinking it, people felt a surge of energy, so powerful that it was even considered inappropriate to give it to women and children.
In the future, the Mayan tribes were replaced by the Aztecs, who already had entire plantations of cocoa trees, learned to add spices to the chocolate drink: cloves, chili peppers, vanillin, whipped it to a state of foam. Drinking chocolatl (as it was then called - bitter water) could only be chosen because of its great value - the Aztecs revered cocoa beans as real treasures, used them for magical rituals, and also as money: a few grains were valued higher than the cost of slaves or livestock .
Chocolatl was the favorite drink of the great Aztec emperor Montezuma. Christopher Columbus was the first European to taste a chocolate drink. He even brought it with him from his expedition, but either the Spanish king Ferdinand did not like his taste, or the right recipe cooking was lost, or other treasures brought by Columbus were of much greater interest, but then Europe never met chocolate. This happened a few years later thanks to the Spanish conquistador who conquered Mexico and the Aztec tribe - Hernando Cortes. Initially, chocolate fell in love with the Spanish royal court and among high society. They began to add sugar, vanilla to the chocolate drink, and tried to warm it up. From Spain, chocolate came to France, then to England, and so spread throughout Europe, but was still the privilege of aristocrats. In England, milk was added to the drink, and its taste improved a lot.
And the most significant changes occurred with chocolate in the 19th century. First, in Holland, they learned how to extract oil from cocoa beans, resulting in cocoa powder and cocoa butter. During the tour, we were given a taste of this oil - a completely tasteless creamy mass. But with the subsequent mixing of this mass in certain proportions with cocoa powder and sugar, it has already become possible to cast chocolate bars.
The invention of powdered milk powder in Switzerland made it possible to create milk chocolate. Swiss chocolate masters Henri Nestle and Daniel Pieter worked on this process for several years. Another Swiss, Rudolf Lindt, managed to invent a special machine for long-term mixing. chocolate mass, thanks to which excess moisture was removed from it and the chocolate acquired the most delicate homogeneous structure. That's why the Swiss chocolate brands Nestlé and Lindt, and also Kohler, are such a real classic. It was their founders who stood at the origins of the invention of chocolate. Like this history of chocolate, which you will be told about during a tour of the Nestle chocolate factory in Maison Cailler.
Do you know how dark chocolate differs from dark, milk and white? Dark chocolate contains almost no sugar, it consists only of cocoa powder and cocoa butter. Have you ever tried chocolate with 99% cocoa content? He's downright bitter! Probably, this was the taste of the chocolatl drink that the Mayans and Aztecs drank 🙂 If the percentage of cocoa is reduced to 60%, but not less than 35%, then dark chocolate will turn out, it has more sugar, but it is considered more useful than milk chocolate. Although milk chocolate tastes much nicer and sweeter - milk powder, vanillin, more sugar are added to it. Milk chocolate contains 25 to 35 percent cocoa. A White chocolate does not contain cocoa powder at all! It contains only cocoa butter, vanillin, milk powder, sugar and many different additives.
During a tour of the Nestle chocolate factory in Switzerland, you can see whole bags of cocoa beans and various nuts, as well as see how chocolates are made on a special machine.
And this is a real life-size chocolate cow!
Well, the most interesting thing about the whole tour is that you can taste various chocolates made at the Cailler factory.
In total, we were given about 20 types of sweets. Knowing that we would have a tasting, we took a bottle of water with us. But, even drinking chocolate with water, we could not taste all the sweets, they were so sweet.
Tour tickets to the Nestle Cailler chocolate factory costs 10 francs, for students - 8 francs, for children with parents - free of charge. The atelier is a little more expensive than at the chocolate factory in Geneva - 75 francs. But for children, the studio costs 25 francs. It is advisable to look at the official website of Maison Cailler before the trip, you may be able to find promotional offers and discounts on tickets. We visited this factory with the book Passeport Loisirs, which I wrote about in a story about a trip to Gruyères, and we got one adult ticket for free.
I hope you enjoyed the history of the origin of chocolate and acquaintance with the Swiss chocolate brand Nestle at the Maison Cailler factory, and now you also know where you should definitely go if you are going on vacation in Switzerland with children 🙂
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Julia Vern 10 749 1
The progenitor of the famous company NESTLE was a successful pharmacist from Switzerland, Henry Nestlé, who was fascinated by the creation of a product for artificial feeding of children, he officially founded his offspring in 1867, probably not even implying that his brand after a few decades would become synonymous with quality and best traditions in the field of food production. The familiar company logo in the form of birds sitting in a nest is nothing more than the Nestlé family coat of arms, which he did not want to change even for a trademark in the form of a white cross present on the flag of his homeland.
Henry Nestle began research on infant feeding back in the 60s of the 19th century, when there was a high infant mortality due to malnutrition. Looking for the perfect alternative to breastfeeding, he experimented with milk, sugar and wheat flour eventually developed a new product called Henry Nestlé Milk Flour. The resulting mixture was a real breakthrough, and, thanks to its unique characteristics, immediately won the trust of consumers. A premature baby, whose body rejected mother's milk and all products replacing it, helped to make sure of the quality and nutritional value of the product. When even the help of doctors was ineffective, the NESTLE milk formula performed a miracle and saved the life of the baby, after which it received great trust in society and after a few years became in demand in most European countries.
How to stay ahead of the competition?
In the mid-70s of the 19th century, Nestle, led by the new owner Jules Monner, began to produce condensed milk under its own brand. This decision was prompted by the desire of the Anglo-Swiss Condensed Milk Company to expand its range of breast milk substitutes. Meanwhile, new interesting solutions appear on the food market, one of which was milk chocolate, invented by Daniel Peter. Later he created his own company, which became a leading player in the production of chocolate, and later part of the NESTLE corporation.
At the beginning of the 20th century, these two competing companies merged under the name "Nestle and the Anglo-Swiss Condensed Milk Company", and after some time, factories in the USA and some European countries operated in the possession of the new corporation. In 1907, thanks to large-scale production in Australia, output doubled. At the same time, warehouses were being built in Singapore, Bombay and other Asian countries.
How to increase sales despite the hard times?
During the First World War, which created a detrimental environment for the production and marketing activities of the company, NESTLE sells almost all of its stocks to make up for the shortage of fresh milk in Europe. However, in the meantime, government orders are being received for the production of dry and condensed milk. To meet this demand, Nestle acquires several more factories in the US and thereby doubles production.
The post-war period brought with it a deep crisis associated with the rise in prices for raw materials and the fall of the currency, all these consequences did not bypass the Nestle company. At this time, management makes a major reorganization decision and begins to expand its traditional business with new products such as malted milk, instant drinks and powdered baby buttermilk. A revolutionary creation and one of the main discoveries of NESTLE was the instant powder NESCAFE, which appeared in 1938 and continues to be in demand among coffee lovers to this day. And even during the Second World War, which affected NESTLE with a significant reduction in profits, the unique drink enjoyed incredible popularity and was duly accepted by American soldiers and officers. Thanks to this trend, NESCAFE sales reached a million boxes by 1943, making NESTLE the leader in the coffee business, and the company's profit by the end of World War II was more than two hundred and twenty million dollars, which was twice the profit of 1938.
The post-war period was marked for NESTLE by a period of diversification and a new alliance with Alimentana S.A. and Maggi & Co., which was the largest instant soup, condiment, and stock cube business. The result of the merger was the creation of the NESTLE Alimentana Company holding, whose composition was replenished already in 1950 by the British canned food manufacturer Crosse & Blackwell, and a little later by Findus, a manufacturer of frozen fish products. From the mid-60s to the early 70s, Libby and Stouffer were added to the holding, producing fruit juices and frozen foods, respectively.
During all this time, the popularity of NESCAFE instant coffee steadily gained momentum, the technology of drying using low-temperature vacuum was developed, thanks to which a new brand of coffee called TASTER'S CHOICE was born.
Get out of the familiar zone to stay afloat
In the mid-70s, due to the beginning of the deterioration of the economic situation, due to high prices for "black gold" and the depreciation of currencies around the world, the prices of coffee and cocoa increased significantly. NESTLE is forced to adapt to changing realities and expand beyond its usual food business. In 1974, the company acquires shares in L'Oreal, and a little later becomes the owner of Alcon Laboratories, Inc., engaged in ophthalmic and pharmaceutical production.
A sure way to the podium
In the 1990s, favorable conditions came for the development of NESTLE, barriers to trade were abolished, new sales lines were opened in China, Central and Eastern Europe. Starting in 1996, the company's management decided to sell some brands, such as Findus, and buy new ones, such as San Pellegrino and Spillers Petfoods.
Throughout the 20th century, NESTLE changed the direction of its activities, expanded the geographical boundaries of its activities, surprised people with new inventions and developments in the food industry. It can be confidently said that NESTLE has already entered the new 21st century as the undisputed leader in the field of food production, the company has about five hundred operating factories, and the annual sales income exceeds 90 billion Swiss francs.
2007 marked a symbolic return to the roots for the company with the purchase of the Gerber brand, known worldwide as a leading manufacturer of baby food. Thus, NESTLE gets the opportunity to fully continue the work of its founder, as well as to develop the concept of proper and healthy nutrition.
How did Nestlé come to Russia?
At the end of the 19th century, a merchant from St. Petersburg Alexander Wenzel and Henry Nestlé signed an agreement for the supply of milk products to the Russian Empire, from that very moment NESTLE's partnership with Russia began to develop.
In the 90s, Nestlé created a Russian distribution network, developing large-scale sales of the most popular products, such as Nescafe and Nesquik. After that, he opens a representative office, which in 1996 became an independent company called Nestle Food LLC, which ten years later, as a result of mergers, was renamed Nestle Russia.
Popular representatives of Nestlé, such as Nescafe, Rossiya-Generous soul, Maggi, Nuts, have been repeatedly awarded various awards in the field of national recognition, which is an indisputable fact of the love of Russian consumers for the company's products.
Favorite coffee from Nestlé
From 1938 to the present day, trademark NESCAFE is perhaps the most popular among all Nestle products, at the moment it has seven coffee lines produced. Let's talk in more detail about each of them.
NESCAFE Classic. Granulated instant coffee produced in soft packs and glass jar, possesses tart classical coffee taste and saturated smell. Such a drink will be appreciated by fans of the morning traditions of drinking coffee, charging with vivacity and energy.
NESCAFE Gold. Freeze-dried instant coffee that has absorbed different varieties roasted coffee beans, balanced and harmoniously combined in one drink. In the Nescafe Gold line, you can choose soft, strong, rich coffee, or made from roasted and unroasted green beans. Supplied in a glass jar or soft zippered packaging.
NESCAFE Montego. Freeze-dried instant coffee of medium roast beans. Thanks to specially selected varieties, a unique blend of the drink is created, which has an original refined taste.
NESCAFE Gold Barista. The so-called trend in coffee production, made according to the innovative development of creating ground coffee in instant, and in no way inferior to a drink from a coffee shop. This effect is achieved by adding Arabica beans to ground coffee before crystallization. During the brewing of the product, all the shades and flavors of superfine ground grains are released.
NESCAFE Espresso. Instant coffee premium class, when brewed, an airy foam appears on the surface. To create a delicate blend filled with fruity shades, Arabica varieties are carefully selected and dark roasted.
NESCAFE Dolce Gusto. Capsules for a coffee machine that allow you to prepare high-quality and delicious drinks, like in a coffee shop, while the choice of taste in this line is striking in its diversity:
- classic black coffee;
- hot chocolate;
- espresso;
- cappuccino and latte;
- cocoa etc.
NESCAFE "3 in 1". A small stick - a lifesaver for those who want to get a boost of energy immediately, perfectly combines the taste of coffee and cream. Issued in various variations: strong, soft, classic and caramel flavored.
Coffee is an indispensable drink for people leading a busy lifestyle, it is rich in antioxidants that actively prevent the aging process and many diseases. nervous system. A variety of NESCAFE lines allows you to choose a refreshing drink to your liking and taste even the most sophisticated coffee connoisseur.
Wonder drink Nesquik
Instant chocolate drink Nesquik was developed in 1948 and it was then called Nestle Quik, the second part of the name translated from English means “quick”, thus the manufacturers symbolized the speed of dissolving cocoa powder in milk. In 1999, the brand received its current more sonorous name. The mascot of the trademark throughout its existence has been and remains the Kviki rabbit, which, along with the name of the product, sometimes changed its image.
Delicious and fragrant cocoa Nesquik is ideal for a growing body, it contains a lot of vitamins and minerals necessary for the skeletal system and brain activity of the child. This amazing drink is produced in classic version and strawberry flavour.
Chocolates from Nestle - a pleasure for all occasions
Chocolate bar "NUTS". Ideal for those times when you need to quickly stimulate brain activity, and, as you know, hazelnuts in combination with chocolate cope with this task as well as possible. In addition, the bar contains caramel and nougat.
Bar "Nesquik". Mini-chocolate, produced in different variations: with a crispy wafer or with puffed rice, nougat and milk filling. This delicacy is especially popular among children.
"KIT KAT". A bar based on crispy wafers and milk chocolate perfectly satisfies the feeling of hunger and maintains a feeling of satiety for a long time. This chocolate bar first appeared in 1935 in London, since then the names and design of the wrapper have changed several times, but the quality and originality of taste have remained at the same level.
Chocolate tiles "Russia - Generous Soul". Decently represents Nestlé in the bar chocolate category, it is available in a variety of variations, each of which has an original composition that combines only the highest quality ingredients: dark and milk chocolate, marmalade, cookies, nuts and raisins.
Leading manufacturers of baby food
Henry Nestle began the development of his activities, taking as a basis the goal - to find a unique formula formula that would be a full-fledged analogue of breast milk and help solve the problem of shortage and irregularity baby food. Having achieved the goal, the founder of NESTLE proved by his own example that you can achieve a lot in your endeavors if you have a strong desire to benefit people.
The business of the Swiss pharmacist has been successfully going on for more than 140 years. The company produces baby formulas, purees, cereals and other baby food products. famous brands, which are rightly highly valued all over the world due to the unsurpassed quality of their products.
NESTLE products are designed to provide a proper and healthy diet, bring maximum benefit to the baby, improve digestion, normalize microflora, reduce the risk of intestinal infections and strengthen the immune system. All mixtures intended for infants are as close as possible in their characteristics to natural mother's milk.
The concept of NESTLE: both in life and in the profession
The main principle of Nestlé's activities is the desire to create common values and attitudes in both corporate and private life. Executive Director of Nestle S.A. Paul Bulke believes that the key to the success of any company is the desire to have a beneficial impact on society, that is, there should be corporate social responsibility for people.
The Nestle company, producing high-quality and healthy foods nutrition, aims to stimulate in society the desire for a healthy lifestyle, proper and healthy nutrition and minimize the negative impact on the environment.
As part of its concept, Nestlé has successfully implemented several activities:
- Improving product quality standards. Since 2010, the Nestle Cocoa Plan program has been implemented, aimed at achieving ideal parameters for the quality and taste of the products produced. The essence of the program is to respect the environment in which cocoa trees grow, as well as the people who grow them. To this end, Nestlé is involved in the development of farms, improving the social conditions of farmers and maintaining the quality of the natural environment. In Russia, the Cocoa Plan program began with the presentation of new KIT KAT bars, made in accordance with new standards.
- Creation of innovative divisions within the company, the primary task of which is to develop unique food products for the prevention and treatment of certain diseases.
- Establishment of partnership relations with the Association of Free Labor, which allows timely suppression of the facts of illegal exploitation of the labor of children.
- Acquisition of Pamlab, a medical nutrition company.
Marketing research of demand for Nestle chocolate
Initially, we will analyze the chocolate market in Russia.
The level of chocolate consumption in Russia is high, but in general it is still far from Western European. On average, a Russian eats 4-5 kg of chocolate products per year, while in small Switzerland - 10.6 kg, in Germany - 8.4 kg.
In a few years, the domestic chocolate market will stagnate. If in 2012 the domestic market increased by 13.4%, then in 2013 - only by 8% and amounted to 622 thousand tons. And according to the international agency Euromonitor, chocolate sales in Russia last year increased by only 4% - up to 550,000 tons.
Growth in the chocolate market over the past year has indeed tended to slow down. Undoubtedly, this is due to its active saturation. On the one hand, this is a sign of the coming stabilization of the market. On the other hand, the volume of mass consumption of chocolate in physical terms is falling, the population tends to buy chocolate less often, but more expensive.
According to experts, the potential Russian chocolate market is more capacious than it is today, however, without appropriate support from the industry, it is difficult to achieve the maximum level of chocolate consumption in the country. Active development of parallel segments of the confectionery market (cookies, cakes, waffles, marmalade, caramel, chewing gum) is also one of the reasons for the growth slowdown.
The decline in the purchasing power of the population in the 90s turned out for the Russian confectionery industry a serious crisis. Only since 2000 there has been a steady development dynamics with an increase in production volumes. Many enterprises managed to attract significant financial resources for the modernization of production equipment and the construction of new enterprises. Due to the fact that consumers were able to pay for better and more expensive products, the growth of the segment over the past few years was provided by expensive and complex products.
Five years ago, the market for chocolate products was replete with all sorts of brands of both domestic and imported chocolate. Today, according to experts, 96% confectionery produced in Russia, although Russian factories are owned by foreign investors. The chocolate business is recognized as one of the most profitable all over the world, therefore, foreign capital is actively invested in this industry. Now, probably, there is not a single successfully operating confectionery factory that does not have a foreign share in the structure of its own funds. Today, the chocolate industry is characterized by the transition of production from a polypoly to an oligopoly (there are only a few large producers on the market).
In 2012, the production of chocolate was increased by major Western players - Nestle, Kraft Foods and "Sladko". In general, about 160 factories produce chocolate products in Russia. Half of the market is controlled by the five largest companies: Nestle, Mars, Kraft Foods, Cadbury and United Confectioners. By the beginning of 2013, the United Confectioners holding, which owns 3 confectionery factories in Moscow (Babaevsky, Krasny Oktyabr, Rot Front) and 12 in the regions, owned 15.5% of the confectionery market. Small businesses still struggle to fight for a place in the sun (Table 2).
Table 2 - Shares of the main manufacturers in the retail sales of chocolate products (2013 data)
At the moment, it has become difficult to fight for both the capital and the provincial consumer, who is “spoiled” by local producers who have studied his tastes well.
Next, we analyze the segmentation of the market and the main consumers of Nestle chocolate. During which a survey was conducted on the basis of the questionnaire presented in Appendix 1. The questionnaire consists of 10 questions. The total number of respondents was 50 people.
The main buyers of Nestle chocolate have the following characteristics:
average income (high-income shoppers prefer more expensive chocolate);
accommodation in close proximity to the store;
low requirements for the range and quality of goods.
The age of buyers practically does not lend itself to differentiation. According to the study, predominantly women are buyers - about 70% of consumers, 30% of consumers are men.
Imagine segmentation by age (Figure 1).
Under 18 - 5%
From 18 to 25 years old -40%
From 25 years to 35 years - 30%
From 35 years to 50 years - 15%
Over 50 years old - 5%
Figure 1. Segmentation of consumers by age
The main buyers are women aged 18 to 25 years.
Imagine segmentation by social affiliation (Figure 2).
Figure 2. Segmentation of consumers by social class
Most of the visitors are the able-bodied population (Figure 2).
Analysis of the target audience in terms of income per month, allows you to get the following data: less than 10 thousand rubles. - 10%, 10 - 15 thousand rubles - 30%, 15 - 25 thousand rubles - 50%, more than 25 thousand rubles. - 10 %.
So, the main buyers are people whose income level is from 15 to 25 thousand rubles per month.
Figure 3. Frequency of purchases made
The survey analysis also shows that the purchase is made approximately 3 times a week (33%), daily (22%) (Figure 3).
Figure 4. Consumer preferences by type of Nestle chocolate
So, the portrait of the Nestle chocolate consumer can be represented as follows. Mostly visitors are able-bodied population aged 25 to 45 with an income level in the region of 15 to 25 thousand rubles, while making purchases three times a week. Milk chocolate and milk chocolate with almonds and raisins are in the greatest demand. Mostly they buy chocolate for themselves (54%) and for their families (34%). Also, according to chocolate consumers, Nestlé should improve its assortment.
Assessment of the competitiveness of Nestle chocolate
An assessment of the competitiveness of Nestle chocolate plays a significant role (Table 3).
Table 3 - Comparative evaluation of competitors
|
Competitive Factor |
Chocolate "Nestlé" |
Chocolate Alpen Gold |
Chocolate "Babaevsky" |
|
Marking |
The label is colorful, with artistic merit, attracts attention. Contains standard information as well as useful information. |
The label is colorful and contains the necessary information. |
The label is designed satisfactorily, contains standard information, clear inscriptions and drawings. |
|
Taste qualities |
A pronounced taste of milk chocolate, complemented by taste criteria. |
Pronounced harmonious taste with a delicate chocolate or berry aroma. |
Pronounced clean taste, but not very harmonious. |
|
Package |
The tile is tightly wrapped in foil and a label. |
The tile is tightly wrapped in foil and a label. Allocate exclusive forms of packaging. |
|
|
Economic strategy |
There is a business plan for the year ahead. |
Drawing up a plan for 6 months, the price is determined (no guarantees). |
The price is set without calculations, marketing analysis of the market is not carried out. |
Based on the presented factors, we calculate the competitiveness criteria for each type of chocolate (Table 4).
Table 4 - Evaluation of the integral indicator of the level of competitiveness based on expert assessment
The scores were evaluated on a 10-point scale (Figure 5).
Figure 5. Assessing the competitiveness of chocolate
So the main competitor is Alpen Gold chocolate.
An integral assessment based on an expert assessment proves that Nestle chocolate received the highest score in the amount of 7.5 points and Babaevsky chocolate received the lowest score - 6 points.
Competitive advantages of Nestle chocolate are:
taste qualities
economic strategy
product labeling.
So, based on the analysis, we will develop an advertising campaign for Nestle.
Everyone knows the products of the Nestle company: cocoa, chocolate, sweets are produced under this brand. It is famous for its quality and popularity, it is recommended to use it for children, since any product of the company contains a lot of useful substances necessary for a growing child's body. But few people know the history of the company.
History of the company
The man after whom it got its name was a simple pharmacist, his name was Henri Nestlé. In 1966, he invented powdered milk formula, which was filled with water. It turned out very healthy and nutritious milk of artificial origin. This discovery was made for mothers who, for one reason or another, could not breastfeed their children. The invention received rapid recognition and popularity. Henri decided not to stop on his achievement and opened a factory for his own production of dry mixes for children. Its opening took place in the second half of 1966.
In parallel with this, Henri constantly experimented with ingredients. So, shortly after opening, condensed milk appeared. Further, Henri developed a unique recipe for delicious and healthy treats by mixing milk powder and cocoa bean powder. Milk chocolate was invented in 1975. Soon Nestlé factories were founded in England and Spain. Developing, the company founded subsidiaries in Germany, Hong Kong, Bombay and Singapore.
Composition and calories
Today, the company's chocolate comes in a variety of flavors. Almonds, hazelnuts, coconut, nuts and raisins are added to it. There is a variety that combines white and dark chocolate. The taste of this product is surprisingly soft and delicate. Unlike most other similar treats, it is not overly sweet. The content of natural powder is 31 percent. For a dairy treat, this is a fairly high figure, which indicates good quality.
Ingredients: vanilla, flavor, soy lecithin, cocoa mass, cocoa powder, milk powder.
Calorie content is 514 kcal. This company also has low-calorie products, such as Nestlé Fitness cereal.
In spite of natural composition it should be remembered that it is not recommended to eat it too often. high calorie content well helps schoolchildren and students in the period of difficult educational tasks. However, if you abuse even natural milk chocolate, there is a risk of obesity. There may be problems with blood sugar, an increase in the level of bad cholesterol. Increasingly, there is an allergic reaction to the cocoa powder contained in any chocolate.
Nestlé is a bright representative of quality products that has maintained its reputation for many years. Chocolate and its other products are loved by sweet tooth of all ages. Remember to take precautions, then Nestlé delicacies will bring you benefit and pleasure.
