Nescafe, data driven, findings, recommendation, consumer engagement, cultural sensitivity, localization, standarization, media channels, consumer preferences, Emerging Technologies, Consumer Data, augmented reality technologies, Channel Mix, Communication Strategy
In the globalized market of today, dynamic marketing communication strategies are the key for brands that want to relate to the diverse consumer niche from different cultures and markets. Nescafe is one of the most popular instant coffees on the market, which is owned by a huge company - Nestlé. The company exploits more than a hundred and eighty countries across the globe. The purpose of this report is to examine Nescafe's global marketing communication strategies in three distinct markets, which are Brazil, Germany, and Japan, and provide insights into the brand blending itself with local audiences' uniqueness without losing the global brand identity. As a brand with a strong global presence and extensive international marketing efforts, Nescafe meets the criteria for this analysis: it exports and advertises to more than three countries, and it is included in durable consumer goods. The target countries of this strategy - Brazil, Germany, and Japan - have a large population of consumers as well as considerable opportunities for expansion of the coffee industry.
[...] Nescafe. (2020). coffeelove #nescafe. https://www.nescafe.com/ Zahid, H. R., & Hafeez, A. (2022). The Effect of Brand Image on Consumer Taste Preference. Journal for Business Education and Management, 41-63. [...]
[...] Nescafe's global success has been attributed to the successful integration of meaningful marketing communication strategies (Gao, 2015). Given that the brand has used audio, visual, and digital channels for communicating with consumers ranging from television and print advertising to social media and influencer collaborations. Nescafe ventures to not only advertise its products but also work on creating a bond of emotions between the consumers and coffee traditions and lifestyles of places. As an experienced and distinguished coffee brand across the world, Nescafe's global network and flexibility is a very good example for explaining how to carry out effective campaigns of marketing communications abroad (Aaker, 2012). [...]
[...] Being quick-witted and reactive to the changes in global marketing communication strategies will enable the brand to stay on top of the game in the dynamic global arena. Conclusion This holistic study of Nescafe's global marketing communication strategies in Brazil, Germany and Japan has revealed some crucial aspects of the brand's power of adaptation and communication while dealing with distinct cultural settings across the globe. Nescafe explores various ways to adapt its message, visual elements, and communication channels to the peculiarities of different markets thus successfully showing images of Brazil's coffee culture, practicality and convenience that match the German standard, and sophistication as a premium coffee choice to the Japanese taste. [...]
[...] In Japan, Nescafe does a good job of finding a balance between localization and standardization. The underlying message of the brand is identified as "premium" quality and refinement in line with the sophisticated Japanese tastes, while, the visual elements and campaign executions are customized to fit with the Japanese cultural aesthetics and feelings. Cultural Sensitivity Nestle displays its cultural sensitivity in its global marketing communication plans through cultural sensitivity. The brand acknowledges that local values, traditions, and norms need to be taken into consideration and be respected well lest the brand be misunderstood or inadvertently offend the target audiences (Hofstede, 2011). [...]
[...] In Japan artist collaborations and pop-up events, which allow consumers to appreciate creativity and exclusivity are being induced by immersive experiences. 6. Data-Driven Approach: Nescafe's strategies are supported by in-depth market research, consumer insights, and big data analytics. This data-driven approach allows companies to better strategize and adapt to different markets, making sure the products remain relevant and relatable to the target audiences. Recommendations 1. Continuous Cultural Immersion and Learning: Nescafe can achieve such by actively involving the cultural aspects and also learning more about the local markets to deepen knowledge. [...]
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