The Nestlé WAY
GLOCAL
Localization of global trends
Globalization
National self-identification
Personalization
Russia
in-between of Europe and Asia
Food is local. Russian cuisine is home-made
nourishing and substantial
Russians are fans of global brands
IT'S BEST TO BUY FAMOUS BRANDS BECAUSE YOU CAN
RELY ON THEIR QUALITY
100%
80%
67%
66%
66%
60%
40%
40%
32%
27%
43%
36%
26%
20%
0%
UK 2008 UK 2009 UK 2010 RUSSIA RUSSIA RUSSIA TURKEY TURKEY TURKEY
2008
2009
2010
2008
2009
2010
Nestlé - 3-level brand portfolio
strategy
How we transfer localness
into brands?
Art
Inspire with
Brand Vision
and Essence
Delight
with
Product
Experience
Innovate
Bigger, Bolder,
Better
Science
Create Engaging
Brand Experiences
Know
Your
Consumer
Deeply
(Ground Floor)
Win with
Shoppers
Brand building
Plan
and Execute
Flawlessly
Unconstrained
self-expression
• Creativity
• Intuition
• Personal
judgment
Innovation
Systematic
knowledge
• Rigor
• Analysis
• Fact-finding
Nestlé – 2000 brands all over the
world
Nestlé Russia is
represented by 50
brands
In 2011 Nestlé
celebrated
140 years of brand
building in Russia
‘Rossiya – Generous Soul!’
local brand
Duschevniy
person
Duschevniy
chat
Duschevniye
people
Duschevnost as a notion exists in
very few languages / cultures in
the world.
Bystroff
local brand
NESPRESSO–
Global brand
Maggi
fusion of local and global
Maggi
On-line conversational platform
A Social Media community ‘powered’ by Maggi,
where housewives share their ways of dealing
with day-by-day cooking challenges
Nescafé
glocal
• No1 coffee brand in Russia
• Leveraging localness in famous Arctic campaign
and latest communication: Morning starts with
Nescafé
Glocal
Looking at social networks growth we probably
all see the future without borders
And probably the truly successful big brands
will be those ‘glocals” that make them feel part
of wider community but rooted in local culture
‘‘Good Food, Good Life’’