Research On Improve Multi-Brand Strategy Of Nestle (China) Ltd,.

Nestle has more than 150 years history, is the largest food company in the world. Keeping on make the organic growth of financial target happen and it’s consumer promise:good life, good food. Nestle (China)is more than 40 years, Nestle (China) has become the second largest market in the world. The study of why Nestle success is more important and focus. Under the complex and competitive environment, the market full of change, the consumer become more and more mature, to change the marketing strategy at the right time become more and more important. The main & innovation contents and of this article are as follows:Firstly is through the review of Nestle history & Nestle (China),including the macro-environment and the food industry environment analysis and the company marketing strategy which service for the later study on multi-brand strategy.Secondly is the current multi-brand strategy status analysis. How it comes and status to find out the issue behind it. Consolidate by multi-brand strategy SWOT to show the issues and opportunities. Lead to make the improve plan later.Thirdly is based on previous study, focus on the issue:the brand image influence of local strategy brand, the customers & channel balance between Nestle brand & local strategy brand, the lagging behind of Nestle brand. The advice for multi-brands strategy are:keep the brands with the same message:upgrade the local strategy brands & products; balance the channel of Nestle brands & local strategy brands to win-win based on the develop trend; speed up the development of Nestle brands via STP theory to adjust the marketing strategy. All are support to the company strategy on marketing leader principle.The innovation of the study is to combine the years of practice experience, analysis the multi-brand strategy deeply and systemic. Form the management of view among the brand, consider the industry trend and consumer demand to study on the win-win purpose in different brand. Hope use as reference for China’s company on the multi-brand development & management, improve the company & brand competitive, management multi-brand strategy and global development.