Market
Everyday, millions of people all over the world
show their confidence in the brands of Nestlé by
choosing its products.This confidence is based
on the company's respected image and a
reputation for high standards that has been built
up over many years.
A Nestlé logo is perceived as a promise to
the customer that the product is safe to
consume, that it complies with all regulations and
that it meets high standards of quality.
Today, Nestlé Romania is present in different
categories, holding leading positions, with brands
ranging from coffee, instant cocoa, wafers,
chocolate bars, culinary, baby food, breakfast
cereal, cereal bars, food services, professional
products and pet care.
Achievements
NESCAFÉ has become the number one instant
coffee brand on the Romanian market after
consolidating and innovating its portfolio.The
launch of the 3in1 range, the extension into the
Cappuccino market, as well as the re-launch of
its soluble portfolio, made NESCAFÉ Romanians'
favourite instant coffee brand.
Nestlé is market leader on the breakfast
cereal and cereal bar categories, boasting a wide
portfolio. Nestlé has recently become the
market leader in terms of volume on the
breakfast cereal market, mainly due to its major
Whole Grain initiative, consisting in improving
the nutritional profile of breakfast cereal.
MAGGI has recorded a constant increase in
terms of market share and awareness in recent
years, closing the gap to its main competitor on
the local market. MAGGI has enjoyed continual
leadership in the bouillons segment since 2005
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and has also taken over
leadership of the soup
segment since 2006.
History
In Vevey, Switzerland, in 1866,
Henri Nestlé, a trained
pharmacist, developed a
pioneering cereal-based milk
food for babies, which he
called Farine Lactée Nestlé.
One day, a friend came to
him with a baby that had
been born a month
premature. Unable to tolerate
any food, the baby had been
given up for lost by the local doctors. Henri
Nestlé gave the baby his cereal-based milk food
and the baby survived.Within a few years, the
new product quickly expanded to meet demand
in much of Europe. Henri Nestlé called his
company Société Farine Lactée Henri Nestlé
and used as logo his own name, which in
German means “little nest”, together with his
family’s coat of arms – a nest with a mother
feeding her young.This symbol of nurturing
family values continues to be extensively used by
the company to evoke security, affection, nature
and nourishment.
Between 1930/37, Nestlé was approached by
a representative of the Brazilian Coffee Institute,
who was seeking a way of preserving a huge
surplus of green coffee.The Institute wanted
Nestlé to manufacture “coffee cubes” which
would preserve coffee flavour, yet be soluble in
water. Nestlé took up the challenge in a
laboratory in Switzerland, led by Mr. Max
Morgenthaler.
NESCAFÉ was born in 1938.The word
NESCAFÉ came from the company
name, NESTLÉ, combined with
CAFÉ. NESCAFÉ was introduced
officially in Switzerland on April
st
1 1938, in powder form, not
“cubes” as was originally
expected.
In 1947, Nestlé merged with
Alimentana S.A., the company
of Julius Maggi, the inventor of
the legendary MAGGI flavourings,
dehydrated soups and bouillons.
Nestlé NESQUIK was the first instant
chocolate drink in the world. It soon
became a family favorite and, in the mid
1950s, the product was launched in Europe as
Nestlé NESQUIK.
In 1973, the NESQUIK Bunny, Quicky, was
chosen to represent the brand and soon
became a favorite character among kids.
The local product JOE was born in Timiºoara
in 1994, in a simple manufacturing unit. At the
beginning, the wafer sheets were imported from
Austria and the products were packed in a small
factory outside the town. Later, a manufacturing
line was installed and the history of the bestloved wafer in Romania has began. In 2000,
Nestlé decided to invest in JOE and acquired the
factory based in Timiºoara.Today, JOE is the bestknown wafer brand in Romania and is in second
place in terms of brand awareness on the
Romanian confectionery market.
Product
NESCAFÉ is being loved and savoured by more
than 4,000 people every second in the world.
Since its launch in 1938, NESCAFÉ has
continuously innovated its image and product
range and thus has become a favourite one
worldwide.
In the breakfast cereal and cereal bar
categories, the most known and strongest Nestlé
brands in Romania are NESQUIK, FITNESS and
CHOCAPIC.
MAGGI is a leading culinary brand and part of
the Nestlé family of fine foods and beverages.
The name MAGGI has always been associated
with top quality products that combine a healthy
and varied nutrition with fast and straightforward
preparation. In Romania, MAGGI offers its
consumers a whole range of products, such as
seasoning, bouillons, dehydrated standard and
instant soups, recipe mixes and ready-made
pasta. Seasoning is the most developed of the
categories MAGGI is present in, due to the fact
that in Romania people still cook from scratch,
using fresh ingredients.
JOE holds a strong position on the wafer
market in Romania.Wafers hold the number two
position on the Romanian confectionery market,
second only to chocolate tablets.They represent
more than 30% of the total confectionery
products sold in Romania, amounting to over
10,000 tons of solid product sold every year.
consumers’ perception on sachet cappuccino.
Nestlé breakfast cereal is a particularly
dynamic and innovative category, and a recent
objective has involved improving the nutritional
profile of Nestlé products. As a result, Nestlé
products are now more nutritious than
ever. Also, the company has recently
launched a new packaging format
meant to improve affordability of
Nestlé cereals, by changing the
packaging from boxes to bags.
MAGGI is an innovative
brand, always close to its
consumers and their needs.
A recent development
involves the launch of a
new culinary category –
recipe mixes,“MAGGI,
pofta de…”, an innovative
concept that offers the
necessary mix of
condiments and
vegetables in preparing a
particular recipe.
Well established on
the marked, as the
finest, crispiest wafer,
JOE has reinforced its
position with its
recently re-launched
range of Crispy
Moments, with its
less-sweet taste and
an improved recipe.
The chocolate
covering was also
improved, to give
consumers a better
feeling of the
Nestlé chocolate
that makes JOE so
delicious.The
packaging was
also improved for
the entire bags range and
JOE will continue its innovation and
constant improvements in the pursuit of the
freshest, crispiest taste possible.
In 2005, Nestlé diversified its offer of
preparations for the HoReCa/Vending channel
and expanded its sales operations through
traditional channels by launching NESCAFÉ
coffee machines.
Promotion
NESCAFÉ has always built a special relationship
with its consumers through consumer
promotions. It has rewarded their
loyalty with impressive prizes, and
with prizes particularly close to their
hearts. A good example is the famous
and much-loved red NESCAFÉ mugs.
What’s more, NESCAFÉ has reinvented its mug, making it available
in different shapes and designs to
suit a range of special
moments:Valentine’s day
celebration, Christmas,
and even special mugs for
early mornings.
In the breakfast cereal
category, promotions play a key
role. Nestlé is not only concerned
with offering consumers an attractive
free sample.The World Cup 2006
promotion, implemented during
April/May 2006, was a big success
and consisted of an integrated mix
of ATL and BTL components.
In 2005, MAGGI launched one
of the most complex and
innovative advertising and
promotional campaign in
Romania, targeting consumers
all over the country. Under
the slogan “Follow your
heart and win!”, MAGGI
invited its consumers to
stick the MAGGI heart
on their window and
await the visit of one of
the three MAGGI
caravans, offering
them the chance to
win up to 1,000
euros every day.
MAGGI received a Diploma of Excellence in
the category ”Most credible PR and media
campaign in favour of competitiveness increase
for a product/service”.
The promotion was also implemented in
2006, supported by a renewed and more
attractive mechanism, with the same successful
results.
JOE is strongly supported through all media
channels and marketing field activities. It has TV
campaigns and national promotions that run
throughout the year, as well as an outdoor
component.The JOE print campaigns focused on
the young core of its target and tried to make
sure young Joe consumers find their brand in
their favorite shops.
With regard to CSR activities, Nestlé has
developed strong national campaigns, which are
fully integrated into the social, cultural, and
economic life of the countries in which the
company operates.
Nestlé Romania has carried out educational
activities for youth, implementing two new
programs:“Sports and Entertainment Clubs”, for
the fourth graders in district three of Bucharest,
and “The Key to Success”, a programme carried
out in partnership with Junior Achievement
Romania.This latter program was particularly
widespread, targeting pupils and students from
60 towns.
Brand Values
From a Food Company to a Food, Nutrition and
Wellness Company…
Nestlé, over its long historical development
from a small village operation to the world's
leading food company, has demonstrated an
enviable capability to adjust to an ever-changing
external environment, without losing its
fundamental beliefs and core values, so
important to long-term success. Under the
banner of “Good Food, Good Life”, Nestlé is
committed to offering consumers high-quality
food products that are safe, tasty and affordable.
www.nestle.ro
THINGS YOU DIDN'T KNOW ABOUT
Nestlé
Julius Maggi launched in 1884, the first
industrially produced leguminous flour and
increased his product range in 1886 with
MAGGI ready-to-use soups
Recent Developments
Every serving of Nestlé NESQUIK cereal with
milk contains more energy than a banana
The latest Nestlé product to have been
launched is called NESCAFÉ RED CUP. In April
2006, the NESCAFÉ brand also entered the
foaming mixes segment. NESCAFÉ Cappuccino
is a product with rich foam, meant to change
JOE was the first one to introduce the
concept of a “wafer bar” onto the Romanian
market in 2004. Before JOE, Romanian
consumers had little choice aside from
chocolate bars
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