This master's thesis deals with inbound marketing of Nestlé in the area of infant formula. Its aim is to determine whether inbound marketing is a suitable tool for infant formula promotion which is strongly regulated. The thesis is based on a comprehensive analysis of the area of infant formula and analysis of inbound marketing strategy of one of the most dominant companies on the market, Nestlé. In the beginning, attention is focused on important milestones of the development of infant formula and on a case which caused an important change in the promotion of infant formula, Nestlé boycott. The following section deals with the supervision and marketing regulation both in international and the European law. The final chapter of the first part emphasizes on philosophy of inbound marketing. The second part is introduced by outlining the current situation both on global and the Czech market of infant formula. Then, attention is focused on Nestlé. Its introduction is followed by analysis of company's inbound marketing strategy which is then evaluated. For this purpose, analysis of the effectiveness of marketing tools is made with regard to strategic goals of the company.

The main goal of the thesis is to analyse the current situation of Nestlé Career Counselling program and make proposals which would lead to the increasing quality of this program. The thesis also stated to secondary aims. The thesis is structured into a theoretical and a practical part. The theoretical part of this thesis aims at mapping the theoretical background of Career Counselling. It is divided into two chapters. The First chapter describes the theoretical framework of Career Counselling including history of Career Counselling and Current Situation also describing the characteristics of Generation Y. The Second chapter describes Types of Career Counselling concentrating on Institutional and Corporate Career Counselling. The Practical part is also divided into two chapters. First the company Nestlé is described, including also the history and Nestlé needs youth initiative. The Last chapter deals with Nestlé Counselling, the development of the program is mapped and analysed. Furthermore, the analysis of statistical date and students´ survey were conducted. Finally, the SWOT analysis of the program is done and there have been made proposals for the year 2016.

La presente propuesta de tesis ha sido elaborada con la finalidad de optimizar la red de distribución indirecta de la división de helados de Nestlé Perú. Se entiende por distribución indirecta o venta indirecta al flujo de producto terminado desde el almacén central de Nestlé hacia sus clientes distribuidores, ubicados en distintas ciudades del Perú. El alcance del estudio comprende los procesos de almacenaje, transporte y distribución de los helados D’Onofrio para el canal de venta indirecta. El objetivo principal de su desarrollo es la optimización de los costos logísticos relacionados con el almacenaje, el transporte y la distribución de los productos terminados, brindando el nivel de servicio deseado a los distribuidores a nivel nacional, lo cual, en conjunto, permite asegurar la continuidad de la cadena de suministro de la compañía. El desarrollo de la propuesta está basado en: el diagnóstico de la situación actual de la cadena de abastecimiento de la división de helados; la presentación de alternativas de mejora de los procesos de almacenamiento, transporte y distribución de helados; la justificación cualitativa y cuantitativa de cada proyecto planteado, y conclusiones relacionadas con la implementación del proyecto integral elegido.

Re-branding is an opportunity for marketers of fast moving consumer goods (FMCGs) to reposition the brand and differentiate it from competitor‘s products. However, in spite of the significant opportunities and benefits that re-branding presents if carried out correctly, some marketers simply fail to successfully deliver ‗new‘ brand images to customers, and others are faced with a ‗back-lash‘ from consumers and are forced to revert to the original branding. Since there is a dearth of knowledge on the practical efforts of re-branding FMCGs by the world‘s largest companies, an exploratory study using a mixed methods approach was conducted to understand re-branding at one of the world‘s largest FMCGs companies, namely Nestle SA. More specifically, an investigating was conducted to understand the process Nestlé followed in re-branding its coffee and other beverage brands from 2010 to 2012; the type of re-branding strategy that was used to position and reposition its beverage brands; the importance of retaining a corporate brand name, logo and image when rebranding; and the turnover pattern during the years when re-branding was undertaken. The Nestle managers‘ perceptions on the cost versus the benefits of re-branding were also ascertained. Six managers who represented the marketing, packaging and customer service divisions of Nestle‘s (Escourt) coffee and beverage brands formed the convenience sample of this study. The concurrent mixed methods approach which consisted of two phases was used. A structured questionnaire using opened and closed ended questions were used to conduct interviews with the sample. In addition internal official documentation related to re-branding, namely, policies and turnover reports were reviewed and analysed. It became evident that Nestlé‘s key reason for re-branding is innovation of the coffee and beverage brands. It was also ascertained that Nestlé has a customized re-branding strategy for each product and, the Nestle logo proved to be the most important identifier of the company and is therefore always retained during re-branding. It was also apparent that respondents viewed the benefits of re-branding as outweighing the costs. Furthermore, since the sales fluctuated post re-branding, it was concluded that with respect to the products concerned at Nestle, that there is no direct relationship between re-branding and sales. The implications of the findings for marketers of FMCGs are that they need to be cognizant of the need to change the ‗look and feel‖ of brands over time to keep them relevant and compete effectively. Furthermore, they need to ensure that the changes are gradual, acceptable and relevant, and that all the costs of re-branding are taken into consideration so that an informed decision to re-brand is made. Furthermore, marketers should be aware that re-branding which is not properly carried out can be damaging to the brand, and the importance of social media as a tool to communicate with consumers prior, during and post re-branding should not be underplayed. As with all research studies, this study had certain limitations which restricts the ability to generalize the findings to all FMCGs companies. This was more of a ‗case‘ study, although it involved an international FMCG company. Perhaps a comparative study of re-branding coffee and beverage brands at Nestlé‘s factories in other countries may serve to compare and strengthen the findings. It could also shed light on Nestlé‘s‘ international re-branding strategies, which findings could then be more relevant for generalization. A further limitation of this study is that although internal documents were provided, limitations were placed in terms of the information that could be divulged in this study. This resulted in sales units being estimated from documentation and therefore accurate figures could not be disclosed. Future studies should be anonymously conducted so that more informed recommendations could be made with respect to turnover and expenditure on re-branding. / Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2013.

This thesis handles the issue of Relaunch of the Nestlé Ricoré brand on the Czech and Slovak market. The aim of this thesis was to describe the process of brandbuilding of the real fast mooving consumer good. In the theoretical part of the thesis I focused on the analysis and description of current situation of Nestlé Ricoré brand. In the practical part I proposed optimal strategy for relaunch of this brand.

Nestlé belongs to leading food and beverages companies in the world for almost 140 years. Throughout the time of its existence it expanded geographically and broadened its product portfolio. Nowadays, Nestlé delivers its products to 130 markets worldwide and manages a wide portfolio of both food and nonfood products. To the success of Nestlé company contribute high-quality products based on long-term research and development, as well as accurate planning and strategic management decisions about launching new brands into the market and precise planning of brand expansion into international markets. The objective of this diploma thesis is to analyse strategies, which Nestlé company uses for successful managing of international, regional and local brands.

The diploma thesis is concerning the problematic of business valuation of Nestlé Česko. The estimated value of the company refers to 31. 12. 2012. Within business valuation, diploma thesis comprises several analyses such as SWOT analysis, PEST analysis, Porter five forces analysis and financial analysis. The yield method of discounted free cash flow to the firm (FCFF) was applied to the business valuation. The comparison of company Nestlé Česko with its closest competitor in terms of basic financial indicator is also a part of business valuation. The financial plan and discount rate are set up in order to determine value of Nestlé Česko.

Dans le contexte contemporain d’évolution rapide de la distribution et du e-commerce, la recherche s’inscrit dans le cadre d’une problématique générale articulée autour du thème de la distribution multicanal, et s’intéresse notamment au phénomène d’intégration en soulignant l’importance majeure d’une vision globale du management des différents canaux mobilisés par une entreprise. Circonscrite à une perspective BtoB, et positionnée du point de vue de l’entreprise, nous avons tenté de répondre cette question centrale : comment les entreprises industrielles de type multicanal doivent-elles intégrer leurs canaux de distribution ? Les réponses sont apportées par une étude de cas approfondie au sein de la société Nestlé France. D’une part, celle-ci a permis d’identifier et d’expliquer les facteurs exogènes et endogènes explicatifs du niveau d’intégration multicanal obtenu. D’autre part, la coordination relationnelle entre les services du département de la logistique, du commerce / marketing et du système d’information a émergé comme une dimension d’intégration multicanal souhaitable pour l’entreprise étudiée. La recherche souligne par ailleurs l’influence positive de l’intégration multicanal sur la performance perçue de l’entreprise, et identifie les défis à relever en termes d’estimation de l’impact de l’intégration. Il en ressort qu’il est probable que l’entreprise étudiée n’ambitionne pas d’atteindre le niveau d’intégration extrême des différents canaux de distribution. Il s’avère plus pertinent d’atteindre un niveau satisfaisant d’intégration et un point d’équilibre entre le trop et le trop peu d’intégration multicanal en renforçant les avantages actuels. / In the contemporary context of rapidly evolving distribution and e-commerce, this research investigates a general problem articulated around the topic of multichannel distribution. We are particularly interested in the phenomenon of multichannel integration and lay emphasis on the major significance of an overall vision when a company tries to manage its different distribution channels. While adopting a BtoB approach and a business management perspective, this academic work tries to address a central question: how can industrial companies integrate their multiple distribution channels? The answers are provided by a qualitative approach based on an in-depth case study in Nestlé France. The findings of this research suggest a series of endogenous and exogenous factors that influence the level of multichannel integration obtained by a company. Some of those factors, which are associated with the relational coordination across the logistics, marketing and information system departments, could be regarded as a strongly expected dimension for the company under study to establish the multichannel integration procedures. Furthermore, the adoption of multichannel integration appears to create a positive influence on the perceived performance of the company. Some challenges met in terms of estimating the impacts of integration are also identified. Finally, the results indicate that the studied company is probably not attempting to reach the extreme level of multichannel integration. It would be more interesting to reach a satisfactory level and find the point of balance between too much and not enough integration by reinforcing the current advantages of multichannel integration.

Hur uppfattas Nespressos varumärke av deras konsumenter? Hur skiljer sig konsumenternas uppfattningar ifrån Nespressos uppfattningar om sig själva? Upplevs varumärket som det är tänkt att göra? Anser konsumenterna att Nespressos lyckats med sitt varumärkesarbete? Att arbeta med varumärkesuppbyggande process kan anses vara omfattade och komplext. Varumärkesarbete består av flera olika delar som måste samspela och arbeta för att skapa en helhet. Reklam är även en viktig del i att skapa mening i konsumenternas medvetande. Detta utgör utgångspunkten för denna uppsats. För att kunna besvara frågorna har kvalitativa forskningsintervjuer gjorts på utvalda konsumenter av Nespressos produkter. Målet med studien är att skapa en uppfattning om hur ett varumärkesarbete inom ett företag ser ut ur ett konsumentperspektiv samt hur ett varumärke kan förenas med reklam. Studien avser främst att studera Nespressos varumärke utifrån deras konsumenter och låter dessa främst få uttrycka sina meningar, åsikter, känslor och uppfattningar som de kan tänkas ha av varumärket. Insamlingen av information har skett utifrån personliga intervjuer. Utifrån empirin och analysen har jag antagit att känslan av kvalitet, exklusivitet och att känna sig speciell är vad som är den avgörande faktorn till de intervjuade konsumenternas övergripande goda tillfredställelse av Nespressos produkter. Konsumenterna förhåller sig delvis positivt inställda till Nespressos varumärke och särskilt till dess reklammedel. Däremot råder det brister i ha ett första prioriterande och de flesta av de intervjuade erkänner att de både äger och använder andra kaffemaskiner utöver Nespresso kaffemaskinen. Andra brister är tillgängligheten med produkterna. Andra slutsatser som kan dras är att konsumenterna uppfattar Nespressos varumärke på samma sätt som de uppfattar sig själva och att varumärket upplevs som det var tänkt att göra.

Corporate social responsibility (CSR), which has emerged as a global trend, has gained increased focus in the everyday media and among practitioners on the political agenda. CSR has also risen as an important research topic in the field of organization. This study investigates European multinational corporations’ tendencies to adapt CSR policies and practices, or more specifically corporate community involvement, to different national cultures. The paper explores if/how and why companies with subsidiaries in different countries differentiate CSR policies. Theories of culture are used to analyze the basis and/or validity of such adaptation. The units of analysis in this research paper are two European multinational corporations, namely, the Husqvarna Group and Nestlé S.A.