This paper is the result of a team project that is based on the Marketing Communication class at Inholland University. The project is aimed at designing and developing a marketing communication plan for promoting the brand Nescafe in the Netherlands. Developing a marketing plan forces the company to organize their thoughts and identify elements of the business that need to be improved in order to raise their sales. The marketing plan can be seen as a road map to profitability. In this paper we will give a short overview of the company's history as well as a description of the external situation. Knowing about the positioning of the competitors and the perception of the brand Nescafe will help to create a marketing communication plan that considers all circumstances involved. Furthermore, the paper includes information on the promotional objectives and the strategies that are used in order to reach those objectives. Moreover, we will give information on the promotional mix and the tools that are used in the strategies we chose.
Tags: Marketing research of Nescafe, Marketing plan of Nescafe, Communication strategy of Nescafe, Marketing positioning strategy of Nescafe
[...] The push strategy is aiming to push the product through channel, primarily through communication with consumers, like personal selling, trade promotion. Mass media advertising is most associated with the pull strategy. The aim of the pull strategy is to create a demand. Profile strategy concentrates on image and reputation How to reach the marketing objectives Our marketing communication plan is focusing on promoting Nescafe as a brand - a brand for life. Nescafe is already working with life stage marketing (campaign: “Open The campaign focuses on the role coffee is playing in everyday life. [...]
[...] The new product was named Nescafe a combination of Nestle and cafe. First Nescafe was introduced in Switzerland, on April 1st For the first half of the next decade, however, World War II hindered its success in Europe. Nescafe was soon exported to France, Great Britain and the USA. Without realising it, American played a key role in re-launching Nescafe on the continent by virtue of the fact that it was included in their food rations. Its popularity grew rapidly through the rest of the decade. [...]
[...] Table 1 World Fair Trade Coffee Pounds Certified by Country[2] Competitors Next to Nescafe there are two big competitors in the Netherlands market. Douwe Egberts, as a division of Sara Lee/DE, the second largest coffee roaster in the world, is considered a specialist in the art of roasting. Throughout Douwe Egberts' 250-year history, their aim has been to bring out the essential nuances of each type of bean. Simon Levelt started with a small shop in the old docks of Amsterdam in 1817. [...]
[...] Communication channels in the Nescafe campaign will be: 1. Mass media advertising. TV and radio commercials, Internet, outdoor, magazine and newspaper advertise, sponsorship 2. Sales promotion. Trials in supermarkets, sharing free samples of products in different locations 3. Public relations How to reach the target group A TV-commercial named “Open is Nescafe's global campaign focusing on the role coffee is playing in people's everyday life. People take a time out, to listen to each other and to open up - a cup of coffee. [...]
[...] The brand Nescafe is well known already, but as competition is strong in hot drinks market, the brand has to continuously strengthen its awareness and hold its position. Therefore in DRIP category our main goal is reminding Informing. Organizing a coordinated campaign we will use a mix of push-pull strategy. In order to reach all elements of the market concerned it is important to communicate in different directions. Pull strategy: mass media advertising, like commercials and print advertise Push strategy: sales promotion, like trials and free samples. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
