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Article: Nestle's market wars: the food giant is drawing on local expertise to put marketing at the heart of its global growth strategy.(GLOBAL)
- Article from:
- Chief Executive (U.S.)
- Article date:
- April 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 Chief Executive Magazine. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Peter Brabeck's office in Nestle's headquarters in Vevey, a small town in French-speaking Switzerland, overlooks the glassy waters of Lake Geneva and the snow-topped peaks of the Haute-Savoie Alps. It is a fitting setting for the CEO- and chairman-designate of the world's largest food company. But it also seems a world away from the outcry that erupted in Britain recently over Nestle's decision to alter the packaging of its popular Smarties candies.
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After 67 years of being packaged in cardboard tubes, the M & M-like coated chocolates are to be sold in a hexagon-shaped box. It is part of a revamp that, if successful, could extend ...