Nescafe 3 in 1 Marketing Plan
Essay by hpesojnhoj • February 28, 2013 • Essay • 497 Words (2 Pages) • 4,868 Views
I. Brand: Nescafe 3in1
Product Genre: Beverages
II. The Market/Consumer:
Nescafe's target market are the Filipino people who desires a real taste of coffee combined with brown sugar and is in all types of people in different walks of life. Basically they are averaging two to four cups of coffee a day. The target markets are 16-65 years old, social class B, C and D. They are either an office employee, a manual worker, a student or a plain housewife.
III. SWOT:
Strengths and Weaknesses
Strengths
Nescafe offers a wide range of selections; it captured all types of consumers.
Biggest share of mind - The leading market brand of instant coffee
Availability in the market is high
Many variants
Loyalty of the consumers
Introduction of Antioxidants
Supports coffee farmers, through these they are helping Filipinos. Since agriculture is the largest sector in the country, they can gain the response of the farmers.
Weaknesses
Nescafe is slightly high in price than other brands thus it loses the price-conscious buyers. Price need to be re-evaluated.
Opportunities and Threats
Opportunities
Increasing number of night jobs/grave yard shift jobs.
Longer working hours.
Higher stress level at work due to Globalization.
Unaffordable specialty coffees in coffee shops.
People who are always busy and always on the go.
People of all ages are more fond of socializing over a cup of coffee.
Flavored hot and cold coffee drinks are becoming popular.
Making known to the public its health benefits
Tie-up with other company/canteen to provide Nescafe
Threats
Entrants of competitors' new coffee product lines.
Competitors offer lower price products thus capturing the price conscious market.
Coffee shops
Other
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