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Marketing Mix of NESCAFE

Marketing Mix of NESCAFE

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Marketing Mix of NESCAFE
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Anjali Khurana
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Marketing Mix of NESCAFE - December 7th, 2010

Nescafé is a brand of instant coffee made by Nestlé. It comes in the form of many different products. The name is a portmanteau of the words "Nestlé" and "café".[1] Nestlé's flagship powdered coffee product was introduced in Switzerland on April 1, 1938[2] after being developed for seven years by Max Morgenthaler and Vernon Chapman.[1]

Nescafé is a brand within Nestlé. Nescafé can be traced back to the 1930s.[3] In the US the Nescafé name was used on its products up until the 1960s, Later, Nestlé (owners of the Nescafé brand) introduced a new brand in the United States called Taster's Choice, which supplanted Nescafé for many years.

In the United Kingdom, a television advertisement campaign starring Anthony Head and Sharon Maughan ran in 12 instalments between 1987 and 1993[5]. The first 11 episodes were released as a promotional compilation video called Love Over Gold in 1993. A novelisation of the same name written by Susan Moody (under the pseudonym Susannah James) was released in the same year[6].

In 2003, the company reintroduced the Nescafé brand in the US, and the product is now known as Nescafé Taster's Choice. It is sold in US supermarkets such as Safeway in both glass and plastic packaging.

While the Nescafé brand was created for soluble coffee, it has subsequently been used as an umbrella brand on a number of instant coffee products, including, in the UK, Gold Blend and Blend 37 freeze-dried coffees.

In 2006, NESCAFE launched the new coffee machine system "Dolce Gusto." The system allows consumers to make various styles of coffees themselves (Cappuccino, Latte Macchiato, Espresso, Lungo, etc.). Additionally, hot chocolate and cold drinks can be prepared with the machine. The machines are now sold in more than 15 countries worldwide.

Other Marketing activity included Experiential Marketing/Relationship Marketing, which led Nescafé to become the headline sponsor of Good Food show 2008 at Birmingham NEC as part of their campaign to drive awareness of the increased Nescafé collection. 95% of consumers at this popular event rated the Nescafé Collection stand the best at the show.[7] Nescafé used advanced 3D technology to engage their consumers, led by iD Experiential.

Nescafe is an aim of advertising campaign, this is a persuasive advertising. Therefore, Nescafe is an advertising appeal, this is an emotion aspect.

Brand name of the advertising
A significant Nescafe show to consumer in the many style such as, Warm of love; Advertising represent to love which show of the actor in the short movie about 1 – 1.5 minute. Each advertisement of Nescafe build impression of consumer so, this brand can live in mind of consumer. Until in the present Nescafe can be top 10 of the world. Nescafe get the popular in the worker and teenager. A most of consumer Nescafe coffee which show to be famous it.
Writed Wilailak Naulsut At 11:47 0 Comment
Promotion Strategies
Advertising Campaigns

* Television

* Newspapers

* Internet

* Public relation activity

* Public relation at selling point

* Etc.

The distinctive point of advertising was TV which is special in the movie style and music marketing strategy

Pull strategy is strategy of Promotion which pull the consumer to buy the product.
Writed Wilailak Naulsut At 11:47 0 Comment
Product Strategies
Significant branding

A significant branding strategy of Nescafe combine to top of mind in the consumer, besides it use a White alphabet to show a freshly in the morning. This brand can build a brand value. It means that people can get memory this brand all the time, especially when we are shoping in the shop or department store.

Slogan ; What good…Begin to … Nescafe

(Nescafe in Thailand)

All morning when you wake up, you could drink your favorite coffee. That is Nescafe coffee. You could get it in the kitchen. It is hot beverage. Taste of coffee and smell of coffee when you got it in the morning. It add you a power.
Writed Wilailak Naulsut At 11:47 0 Comment
Key sucessful factors related to the product
Nescafe which be Nestle’s product, Nescafe enter to be a leader of coffee until to be successful into branding, and become a global brand. Nescafe is continually the market as Thailand and other country. There are new coffee products to enter the market continually, although the general day and special day such as, Valentines Day. Nescafe got the activities “Nescafe Perfect Cup Perfect Harmony” to customers. A most of the activities was Brand awareness and Brand image thought out making loyal in the Brand image.

Writed Wilailak Naulsut At 11:43 0 Comment
Positioning/Unique Selling Point (USP)

1 coffee cup 1 good feeling with Nescafe, all people have known to brand in the verities character such as, to pass love between two person, red cup, hug, happiness, co-workers, and or so. This whole happed on Nescafe strategy. Therefor, when you think Nescafe you will think the coffee cup. "Nescafe mug" red cup was populare. rwareZ-158::Sugarware
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