Marketing Factoids

  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
  • Consumers ages 18 to 27 say they use the Internet nearly 13 hours a week, compared to viewing 10 hours of TV source ›
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JUL 2007

After Buying Binge, Nestle Goes On a Diet†

Departing CEO Slashes Slow Sellers, Brands; 'No' to Low-Carb Rolo

Wall Street Journal, July 23, 2007 — NestlĂ© SA Chief Executive Peter Brabeck made two troubling discoveries last year: The food maker was churning out 130,000 variations of its brands, and 30% weren't making money. After 10 years running the world's largest food company, Mr. Brabeck worries that NestlĂ© has grown so big that it has become unwieldy and slow. Now, in the final months before he steps down as CEO next April, he is pushing an aggressive plan to jettison weaker brands and simplify the organization.

Categories: Innovation, Brand Strategy
Tags: Nestle, Brand Architecture & Portfolio

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