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Abstract

Nestle SA was a leading global food and beverage company. Nestle''s product portfolio ranged from baby foods and pet care to chocolates and mineral water. However, the global food industry saw declining sales. With consumers switching to health food, the industry faced new challenges. So in 2001, Nestle increased its product offerings by venturing into the health food segment. It repositioned its products to take care of good nutrition, health and wellness. The case study discusses Nestle''s strategy for the nutrition food segment and its attempts to create a new market segment.
Location:
Industry:
Other setting(s):
2001-2006

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Abstract

Nestle SA was a leading global food and beverage company. Nestle''s product portfolio ranged from baby foods and pet care to chocolates and mineral water. However, the global food industry saw declining sales. With consumers switching to health food, the industry faced new challenges. So in 2001, Nestle increased its product offerings by venturing into the health food segment. It repositioned its products to take care of good nutrition, health and wellness. The case study discusses Nestle''s strategy for the nutrition food segment and its attempts to create a new market segment.

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Location:
Industry:
Other setting(s):
2001-2006

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