nestle lc1 presentation
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nesle lc1 yogurtTRANSCRIPT
Managing Internal Growth and Nestle:The Story of LC1
Presented by:Diana Lim
The Company
Founded 1866 in Switzerland as an infant nutrition company
480 factories 276,050 employees
worldwide business volume in 2006
over $ 100 billion
Business Strategy
Encourage product growth through innovation and renovation
Internal growth strategy• Develop new products
• Renovate existing ones
Develop innovative ideas transform ideas into successful products
Internal Growth Drivers
4 pillars for would drive Nestle’s internal growth worldwide as identified by Peter Brabeck (CEO)
Operating Excellence
Innovation and Renovation
Product Availability
Communication
The Story of LC1
research team in Switzerland discovered a culture called Lactobacillus acidophilus, or La-1
contains a probiotic agent, which is living microbial feeding supplements that allow the lower intestine to function better
No immediate plan to introduce in into yogurt
The Story of LC1
James Gallagher – European coordinator for chilled products
Andrea Pfeifer – leading scientist at the Research Centre
Create a new segment on the yogurt market
Position itself as a functional food
Launch of LC1 in France
Launched 1994 Not the success that Nestle had hoped Reasons:
• LC1 arrived late; Danone already in the market
• Consumers didn’t believe it tasted better than other yogurts
• Purchased based on claims; decision not to repurchase was based on taste
• Too scientific to understand benefits
Failure
Danone’s Actimel Japan’s Yakult Both have outsold LC1
LC1 failed in France and UK – delisted LC1 Go!: introduced 1998 pulled out 2000 Nestle Brand – associated with Ice cream and
indulgent desserts Marketing Strategy
Launch of LC1 in Germany
Launched in 1995 Highly successful in Germany
• No clear market leader in Germany
• Yogurts that made health-based claims were new to the market (differentiation)
• German consumers preferred the taste of LC1
SWOT Analysis
Strengths Weakness
Strong R&D Team/ food science Late entry into market
Low cost operator Positioned as too scientific
Opportunities Threats
Health consciousness Mature markets
Introduce more health-based products in Germany
Intense competition
Reflecting on the Success of LC1
Understand technical ideas transform into marketing ideas
R&D process people must talk to business people early on in the process
Think of product concepts: “where could this scientific finding be possibly used?”
Led to the creation of Nutrition division in 1997
Restructured compensation package
Nestle’s campaign for LC1
First probiotic yogurt
Supports the body’s defenses
Special name
Special design
TV Spot
A hedgehog was introduced as a key visual
He has his spikes
TV Spot
We haven’t
TV Spot
That’s the reason why I help my body with health
food
TV Spot
Everyday
TV Spot
With this special milk
ferment
TV Spot
It’s good for my body’s
defenses
TV Spot
This is quite to my
taste
TV Spot
Nestle LC1 for daily
consumption with health
plus
Print Media
Give a scientific appearance Explain the concept of probiotic Hedgehog was part of the ad