Nescafe and Social Media

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and the

Social Media

by Tanya Senkovska 11114117 Stella Valcheva 11114120 Teodora Gocheva 11114125 1

CONTENTS

Introduction ………………..…………………………………………………………………………………………………3

Theory Marketing Concepts ……………………………………………………………………………………………………………4 Social Media ……………………………………………………………………………………………………………………..5 Social Media Marketing ……………………………………………………………………………………………………..6

Nescafe The Brand ………………………………………………………………………………………………………………………….7

Nescafe Marketing Analysis (theory implementation) ………………………………………………………………………………………9 Advertising ………………………………………………………………………………………………………………………12 Corporate Social Responsibility …………………………………………………………………………………………13

Nescafe and the Social Media Social Media tips and rules ……………………………………………………………………………………………….13 Nescafe`s Facebook Profile ………………………………………………………………………………………………15 Nescafe on Twitter ………………………………………………………………………………………………………….16 Nescafe - Youtube Channel ……………………………………………………………………………………………..17 Nescafe Ad Campaigns Around the World ………………………………………………………………………..18

Conclusion ……………………………………………………………………………………………………………………….19 References …………………………………………………………………………………………………….…………………20

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INTRODUCTION
Aim of our project: The main purpose of our project is to define the social media impact on our product. We explore the principal concepts and and tools of successful marketing strategy, from market segmentation and product positiong to designing of distribution channels and communications strategy. To thrive in a highly competitive marketplace, companies must develop marketing plans that align them with their customers and differentiate them from their competitors. Without integrated and innovative strategies, corporate leaders will struggle to create value and generate growth.The reason for choosing NesCafe as a discussing brand is because of the wide range of activities in which the company is involved. Their huge campaigns, reflected in all kinds of social media, are an attempt to create a global brand positioning for Nescafe’s portfolio of coffee brands that explored how the catalytic nature of coffee made the world a more interesting and richer place.The opportunity of interacting among pople gives the customer a fresh insight about the competitive advantage and potential of the unique goods and services your organization offers.

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THEORY Marketing concepts
MARKETING ENVIRONMENT Every company operates under particular conditions that influence its ability to serve customers. The microenvironment consists of actors close to the company, such as suppliers, intermediaries – combining efforts to create value; competitors – trying to serve customers better; publics may have impact on firm`s performance; customers – the most important. The macroenvironment includes larger forces that affect the whole internal environment. Those are beyond the control of a single company and thus they shape the opportunities and threats for the business – demographic, political, economic, cultural, societal, technological.

STP ANALYSIS The strategic marketing planning process flows from a mission and vision statement to the selection of target markets, and the formulation of specific marketing mix and positioning objective for each product or service the organization will offer. The marketing logic followed should present the organization as a value creation and delivery sequence, resulting in profitable customer relationship. In its first phase, choosing the value, the strategist "proceeds to segment the market, select the appropriate market target, and develop the offer's value positioning. The formula - segmentation, targeting, positioning (STP) -is the essence of strategic marketing." (Kotler, 1994, p. 93). SEGMENTATION Market segmentation consists of the partition of the market to distinct groups with different needs and wants with the purpose of selecting one or more market segments which the organization can target through the development of specific marketing mixes...
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