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Case
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Reference no. 503-060-1
Subject category: Marketing
Published by: IBS Center for Management Research
Published in: 2003

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. The case is designed to help students analyse Nestle''s brand management strategies. Through the case, students should develop a general understanding of: (1) brand management strategies of a large consumer foods company with a global presence and a large portfolio of brands; (2) brand positioning and brand communication strategies of a consumer foods multinational corporation; (3) strategic considerations when transforming a multi-local brand into a global brand; and (4) rationale behind the acquisition and divestment of brands by a multinational corporation. The case is intended for MBA/PGDBM level students as part of the marketing curriculum.
Location:
Size:
Large
Other setting(s):
1988-1999

About

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. The case is designed to help students analyse Nestle''s brand management strategies. Through the case, students should develop a general understanding of: (1) brand management strategies of a large consumer foods company with a global presence and a large portfolio of brands; (2) brand positioning and brand communication strategies of a consumer foods multinational corporation; (3) strategic considerations when transforming a multi-local brand into a global brand; and (4) rationale behind the acquisition and divestment of brands by a multinational corporation. The case is intended for MBA/PGDBM level students as part of the marketing curriculum.

Settings

Location:
Size:
Large
Other setting(s):
1988-1999

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