2. NEW PRODUCTS MERGERS EXPANSION Nestle and Anglo-Swiss Merge Anglo-swiss Condensed Milk Company 1905 Ste Henri Nestle 1874 1932 1867 1866 1882 1927 1921 1910

4. Operations in 75 countries

5. 282 plants in 56 countries

7. NESTLE STRUCTURE-1983

8. Strategy: Standardized VS Localized How standardized or localized should the marketing program be? HQ Influence: Centralized VsDecentralized What is appropriate level of HQ intervention in decision making : degree of centralization? INTERNATIONAL MARKETING PROBLEMS

10. Nestles Marketing Integration Branding Marketing Strategy Packaging Centralized Product HQ Influence Advertisement Promotion Decentralized Distribution Standardized Localized Strategy