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Nestle S.A. is a Swiss company, the biggest manufacturer of instant coffee, mineral water, chocolate, ice cream, broth, milk products, baby foods, pets foods. The total cost of shares for 2016 was $ 230 bln. The biggest shareholders of Food Products (Holdings) S.A. company, a branch of Nestlé S.A., is registered in Panama. Nestlé S.A. and Norges Bank (Central bank of Norway) are also among huge shareholders.

History of Nestle

The history of the company started in 1866 when the first factory for condensed milk production was founded by Charles and George Page. In 1867 a Swiss pharmacists created a new product for artificial feeding of infants under the name of Farine Lactée Henri Nestlé and soon became popular in many countries of Europe.

In 1879 Nestlé corporation merged with Daniel Peter’s white chocolate production company and in 1947 - with Julius Maggies’ instant soups, sauces and spices manufacturer.

In the 80-s of the 20th century the company’s started acquisition of strategically beneficial enterprises. Among them were «Friskies», Rowntree Mackintosh, San Pellegrino (1997), Spillers Petfoods (1998) и Ralston Purina (2002).

The headquarters of the company is located in a Swiss city of Vevey, Avenue Nestlé. Paul Bulcke — the chief executive manager (2008 – 2016), Ulf Mark Schneider — the chief executive officer since 2017.

Nestlé Assortment comprises about 8500 trademarks including Nespresso (Nestlé Nespresso S.A., a department of Nestlé, located in Losanne) Nespresso coffee machines make espresso from a special capsules with ground coffee. De’Longhi is the producer.

The company comprises 461 factories in 83 countries of the world. In 2016 the revenue of Nestlé in comparison with previous years increased by 4,5 % up to $93,7 bln, net income increased from 4,4 bln up to 14,5 bln.

Advertising and Interesting Facts

Initially Anri Nestlé family coat of arms – a birds’ nest – was used as a trade mark.

Later in the Course of rebranding one of the birds was removed.

The slogan of the company “Good food, good life” reflects the main company’s strategy activities.

The most famous brands of Nestlé are Perrier, Nesquik, Nescafe, Nido, Purina, Coffee-Mate, Extreme, Maxibon, Maggi, KitKat, Sanpellegrino, Vittel, Wonka, Gourmet and other.

Among the hugest company Nestlé takes the 30 place, the 20th place by turnover and the 14th by market capitalization. It takes the 43rd place among most expensive world brands.

Nestle actively promotes its products creating the image of a festive atmosphere and New Year. A bright cup of coffee is meant to replace traditional Coca Cola Cans from people’s mind.

Ads with George Clooney sky-rocketed the sales. The Hollywood actor has been presenting the brand since 2006 with the slogan “What else?” – “Only coffee”.

The company likes experimenting and implementing new ideas. A touching and fairy-tale Nescafe Gold ad, shot in South Africa, became the reflection of a new marketing strategy. The ad campaign named Dinosaurs accompanied by the slogan “Golden Possibilities are awaiting” was warmly received by spectators that brought up increase in sales.