REDS of Nestle. By combing the actual identity of Nestle with the communicated identity of Nestle and the conceived identity we can find the present identity of Nestle.

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R – Reveal the five Identities

Actual Identity - The Company Nestle is one of the largest food and nutrition companies in the world. The company was founded in 1886 by Henri Nestle. Nestle operates in 86 countries all over the world. According to Nestles website the company employs around 280,000 people all over the world. The company has 6,000 different brands which are sold all over the world. These range from products such as coffee, chocolates, ice cream, baby foods, healthcare nutrition, bottles water, confectionary and pet foods. The company’s main headquarters are located in Vevey, Switzerland. At the end of the year Nestle reported profits of 10.43 billion CHF (Swiss francs). When this was broken down by product category it showed that 27 % was from drinks, 26% from dairy and food products, 18% from ready cooked dishes, 12% from chocolate, 11% from pet products 6% from pharmaceutical products and 2% from baby milks.

Communicated identity - Nestle sends out many communications. Many of their brands have massive advertising campaigns throughout the world. There are many campaigns of Nestle brands that can be seen in the UK. One brand for example can be Nestles chocolate product “Kitkat”. The advertising campaign for Kitkat has been made famous due to the slogan “have a break have a Kitkat” use during the advertisements for the product. By having this campaign for kitkat this allows nestle to get a message across. Along with advertising their products nestle sends out other communications such as sponsorships throughout the world. One example of this is “emergency sponsored by Nestle”, whenever there is a disaster anywhere in the world such as a flood, hurricane or earthquake nestle puts people on the street that will distribute bottled water. Nestle also sponsors various other events such as sporting events, education events and cooking events. Nestle now also has a phone application for both Iphone users and android users.

Nestle advertising campaigns aim to tell the audience that there products are of high quality and the best tasting. They also tell the audience that their products are fair trade. Kitkat for instance is now a fair trade product. This tells the consumer that Nestle are not only a brand that produces high quality products, but they are also  a brand who care about the environment and helping people in need. It also tells the consumer that Nestle want to offer people better opportunities. The emergency disaster sponsorship tells us that Nestle is not just a brand who cares about making profit. It shows that Nestle is a brand who care about what is happening in the world and can use their position and resources to try and help and hopefully make the world a better place.

Conceived identity - The image that Nestle has is that it is one of the world’s largest food and nutrition companies in the world. It is a company that is always looking for new innovative ideas to ensure that its customers are satisfied. A company that has their consumers well being in mind and therefore offers them quality healthy products. They are a company who do not care only about profits, but also care about the environment, as they are very eco-friendly and have various programmes to help the environment setup throughout the world. Stakeholders see the company as one of the leading food and nutrition companies in the world. A company that is always looking to ensure its consumers are satisfied.

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Nestle is one of the largest food and nutrition companies around the world. It is always offering its consumers quality products that are also healthy at the same time. Their chocolate product kitkat is one of the best sellers throughout the world. An article from the BBC news website tells us that kitkat is the best selling chocolate biscuit in the UK (). The website also tells us how about how the brand is going fair trade. This shows us that Nestle and kitkat are not only the best selling biscuit in the UK, but they are also a brand ...

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