雀巢公司正在對業(yè)務(wù)進(jìn)行全面改革,旨在強(qiáng)化增長最快的品牌,同時(shí)分拆表現(xiàn)不佳的飲用水業(yè)務(wù)部門,并在2027年前削減28億美元成本。
在擔(dān)任雀巢公司首席執(zhí)行官80天后,傅樂宏(Laurent Freixe)宣布了公司的重大改革措施。傅樂宏周二在資本市場日的演講中表示,他的目標(biāo)是“加速雀巢的發(fā)展”,并將增長作為未來幾年投資的重點(diǎn)。
傅樂宏在這家消費(fèi)巨頭工作了近40年,強(qiáng)調(diào)這家瑞士公司要采取“少即是多”的方針(從創(chuàng)新重點(diǎn)到投資領(lǐng)域)。該公司擁有31個(gè)“億萬富翁”品牌,這些品牌的年銷售額超過10億瑞士法郎。
傅樂宏表示,他的計(jì)劃是通過專注于這些億萬富翁品牌,“打造我們現(xiàn)有的贏家”。
這位首席執(zhí)行官在位于瑞士沃韋的雀巢公司總部表示:“增長是關(guān)鍵。”
為此,雀巢正在進(jìn)行重大變革,包括到明年將廣告和營銷費(fèi)用提高到總銷售額的9%,使開支恢復(fù)到疫情前的水平。此外,雀巢還將分拆其瓶裝水業(yè)務(wù),其中包括圣培露(San Pellegrino)和巴黎水(Perrier)等品牌。
總體而言,到2027年,該公司將削減28億美元成本。
自疫情爆發(fā)以來,雀巢的業(yè)務(wù)一直舉步維艱。在消費(fèi)者支出下降的情況下,該公司為應(yīng)對通貨膨脹而提高了價(jià)格。該公司的表現(xiàn)落后于達(dá)能(Danone)和聯(lián)合利華(Unilever)等競爭對手,因此,下調(diào)了增長預(yù)期,在競爭激烈的消費(fèi)市場上步履維艱。
由于受到抵制,雀巢在一些中東市場的銷售受到影響,最終導(dǎo)致前任總裁馬克·施奈德(Mark Schneider)下臺。
傅樂宏將公司今年的有機(jī)銷售增長目標(biāo)下調(diào)至2%左右,這是至少20年來的最低年增長率。
自今年年初以來,雀巢公司的股價(jià)下跌逾22%。
盡管如此,雀巢在其遍布188個(gè)國家的廣泛產(chǎn)品組合中仍擁有許多優(yōu)勢,包括濃遇咖啡、美極(Maggi)、奇巧(KitKat)和普瑞納(Purina)。
“雀巢在過去幾年中減少了在創(chuàng)造需求方面的投資,這并不是推動增長和市場份額的最佳策略。然而,公司正在轉(zhuǎn)變這一局面?!?/p>
這位首席執(zhí)行官預(yù)測,在未來幾年,寵物護(hù)理和零食業(yè)務(wù)將有巨大潛力,而滿足長壽和減肥營養(yǎng)需求的健康和保健類別也是如此。雀巢公司堅(jiān)持認(rèn)為,它可以讓保健品成為熱銷減肥藥的互補(bǔ)商品,并為服用減肥藥的人創(chuàng)造專門的產(chǎn)品。
據(jù)路透社報(bào)道,瑞萬通博(Vontobel)的分析師讓-菲利普·貝特奇(Jean-Philippe Bertschy)表示,雀巢公司采取的一系列業(yè)務(wù)改革措施“無疑是朝恢復(fù)銷售增長的正確方向邁出的第一步”?!邦~外節(jié)省的成本是顯著的?!保ㄘ?cái)富中文網(wǎng))
譯者:中慧言-王芳
雀巢公司正在對業(yè)務(wù)進(jìn)行全面改革,旨在強(qiáng)化增長最快的品牌,同時(shí)分拆表現(xiàn)不佳的飲用水業(yè)務(wù)部門,并在2027年前削減28億美元成本。
在擔(dān)任雀巢公司首席執(zhí)行官80天后,傅樂宏(Laurent Freixe)宣布了公司的重大改革措施。傅樂宏周二在資本市場日的演講中表示,他的目標(biāo)是“加速雀巢的發(fā)展”,并將增長作為未來幾年投資的重點(diǎn)。
傅樂宏在這家消費(fèi)巨頭工作了近40年,強(qiáng)調(diào)這家瑞士公司要采取“少即是多”的方針(從創(chuàng)新重點(diǎn)到投資領(lǐng)域)。該公司擁有31個(gè)“億萬富翁”品牌,這些品牌的年銷售額超過10億瑞士法郎。
傅樂宏表示,他的計(jì)劃是通過專注于這些億萬富翁品牌,“打造我們現(xiàn)有的贏家”。
這位首席執(zhí)行官在位于瑞士沃韋的雀巢公司總部表示:“增長是關(guān)鍵?!?/p>
為此,雀巢正在進(jìn)行重大變革,包括到明年將廣告和營銷費(fèi)用提高到總銷售額的9%,使開支恢復(fù)到疫情前的水平。此外,雀巢還將分拆其瓶裝水業(yè)務(wù),其中包括圣培露(San Pellegrino)和巴黎水(Perrier)等品牌。
總體而言,到2027年,該公司將削減28億美元成本。
自疫情爆發(fā)以來,雀巢的業(yè)務(wù)一直舉步維艱。在消費(fèi)者支出下降的情況下,該公司為應(yīng)對通貨膨脹而提高了價(jià)格。該公司的表現(xiàn)落后于達(dá)能(Danone)和聯(lián)合利華(Unilever)等競爭對手,因此,下調(diào)了增長預(yù)期,在競爭激烈的消費(fèi)市場上步履維艱。
由于受到抵制,雀巢在一些中東市場的銷售受到影響,最終導(dǎo)致前任總裁馬克·施奈德(Mark Schneider)下臺。
傅樂宏將公司今年的有機(jī)銷售增長目標(biāo)下調(diào)至2%左右,這是至少20年來的最低年增長率。
自今年年初以來,雀巢公司的股價(jià)下跌逾22%。
盡管如此,雀巢在其遍布188個(gè)國家的廣泛產(chǎn)品組合中仍擁有許多優(yōu)勢,包括濃遇咖啡、美極(Maggi)、奇巧(KitKat)和普瑞納(Purina)。
“雀巢在過去幾年中減少了在創(chuàng)造需求方面的投資,這并不是推動增長和市場份額的最佳策略。然而,公司正在轉(zhuǎn)變這一局面?!?/p>
這位首席執(zhí)行官預(yù)測,在未來幾年,寵物護(hù)理和零食業(yè)務(wù)將有巨大潛力,而滿足長壽和減肥營養(yǎng)需求的健康和保健類別也是如此。雀巢公司堅(jiān)持認(rèn)為,它可以讓保健品成為熱銷減肥藥的互補(bǔ)商品,并為服用減肥藥的人創(chuàng)造專門的產(chǎn)品。
據(jù)路透社報(bào)道,瑞萬通博(Vontobel)的分析師讓-菲利普·貝特奇(Jean-Philippe Bertschy)表示,雀巢公司采取的一系列業(yè)務(wù)改革措施“無疑是朝恢復(fù)銷售增長的正確方向邁出的第一步”?!邦~外節(jié)省的成本是顯著的?!保ㄘ?cái)富中文網(wǎng))
譯者:中慧言-王芳
Nestlé is overhauling its business to drill down on its top-growing brands, spin off its underperforming water unit, and cut $2.8 billion in costs by 2027.
The measures were announced by Nestlé’s CEO of 80 days, Laurent Freixe. His goal is to “accelerate Nestlé” and make growth the center of its investments in the upcoming years, Freixe said at the Capital Markets Day presentation on Tuesday.
Freixe, who has been with the consumer giant for nearly 40 years, emphasized a “l(fā)ess is more” approach for the Swiss company—from its innovation focus to where it invests. The company owns 31 brands with “billionaire” status, as they bring in annual sales of over 1 billion Swiss Francs.
Freixe says his plan with Nestlé is to “build out our existing winners” by focusing on these billionaire brands.
“Growth is of the essence,” the CEO said at Nestlé’s headquarters in Vevey, Switzerland.
To that end, Nestlé is making big changes, including increasing advertising and marketing expenses by 9% of total sales by next year, bringing the spending back to pre-pandemic levels. It will also spin off its bottled water business, which includes brands like San Pellegrino and Perrier.
Overall, the company will slash $2.8 billion in costs by 2027.
Nestlé’s business has floundered since the pandemic, as it hiked prices in response to inflation amid a dip in consumer spending. The company has underperformed its rivals like Danone and Unilever, cutting growth forecasts and faltering in a competitive consumer market.
Nestlé’s sales were dented in some Middle East markets because of boycotts, which ultimately led to the previous chief, Mark Schneider, being ousted.
Freixe lowered the company’s organic sales growth target for this year to around 2%— the lowest annual rate in at least two decades.
Nestlé’s shares are down over 22% since the start of the year.
Still, Nestlé has many strengths in its wide-ranging portfolio across 188 countries, including Nespresso, Maggi, KitKat, and Purina.
“Nestlé has reduced investment over the last years in the area of generating demand, which is not the best idea to drive growth and market shares. This is changing,” Freixe told investors.
The CEO predicted that pet care and snack businesses will also have great potential in coming years, as will the health and wellness category, which caters to longevity and weight-loss nutrition needs. Nestlé has insisted that it can complement the boom in slimming drugs with health supplements, creating dedicated products for people consuming weight-shedding medication.
The slew of measures to revamp Nestlé’s business “is definitely a first step in the right direction to restore sales growth,” Vontobel analyst Jean-Philippe Bertschy said, according to Reuters. “The additional cost savings is significant.”