Marketing communication: Nescafe

Résumé du document

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.

Extraits

[...] Meanwhile the company is globally well known for its coffee and tea. The Netherlands counts 23 Simon Levelt Coffee & Tea specialty shops, of which 5 are located in Amsterdam. Simon Levelt is passionate about coffee. A passion that results in a family tradition and craftsmanship, direct sourcing and fair trade and a focus on organic quality Promotional objectives Life stage marketing Target marketing is one of the most effective business strategies that are aiming to first identify and finally to target smaller, yet more profitable customer groups within the total market. [...]

[...] Enhance and improve interaction with customers 4. Gain, retain or recover lost customers 5. Stimulate sales activity and create brand awareness 4. Marketing communication strategy Models and strategies DRIP model is a framework for range of tasks that marketing communication can undertake. D - Differentiate R - Remind, reassure I - inform P - Persuade purchasing With DRIP model it is possible to show the purpose of the campaign and to show in which category more emphasize needs to be put on. Push–pull-profile strategy. [...]

[...] By the 1950s, coffee had become the beverage of choice for teenagers, who were flocking to coffee-houses to hear the new rock 'n' roll music A situation analysis Our target market is the Netherlands. Dutch people like their coffee strong, served in individual pots with sugar, a jug of cream and a glass of water. Most Dutch consumers prefer coffee when it comes to hot drinks. Fresh coffee is the most popular within coffee and has an off-trade volume share of 90%. Hot drinks market is very concentrated. [...]

[...] Gain, retain, or recover lost customers can be achieved by using promotional products as the perfect door-openers for sales and marketing. Cold-calling is immediately converted to warm-calling. Once contact is made promotional products can support a sales presentation. It is possible to keep clients with participating in promotions for the holidays, monthly newsletters. The using promotional items can assist maintaining top-of-mind awareness in client's minds. Stimulating sales activity and create brand awareness can be achieved with consumer and trade promotions. [...]

[...] Create awareness of a website and new web promotions 3. Enhance and improve interaction with customers 4. Gain, retain or recover lost customers 5. Stimulate sales activity and create brand awareness Target groups: Young coffee drinker, Hedonist, Experimentalist and Middle class. COMMERCIALS In order to achieve the objectives the campaign will begin first month with an important presence in Commercials, show customers Nescafe's message: pick-me-ups and introduce them the website of the company (http://www.nescafe.com/), presenting interaction among the enterprise and the customers. Presence will decrease on the next months. [...]