Phase 1: Goal Settings
1.Nescafe Mission Statement:
At Nestle, each of segments is important. We believe in “Good Food Good Life” However Nescafe products play vital role due to its high performance in finance. Nescafe takes you on the journey of experience from the simulation to relaxation to refreshment of moods when you have high moments and low moments. Sizzling cup of coffee can make great start for the day and Nescafe bring exactly that experience to our customers. The aroma of specially selected and roasted coffee beans stands us apart from our competitor. Our goal is to make Nescafe our consumers prefer choice throughout by giving them best experiences with our new tastes of Nescafe products .
2.Summary of Nestle performance in past 3 years :
Volume/turnover19051 mi11793 mi35384 mi
Gross Profit (%)16.4 %9.7 %31.2 %
Gross Margin (000 euro)
3.Summary of Financial projection
This 3 year marketing plan shows an increase in revenue from 35384 mi to 60,000 mi and increase in contribution from 100000 mi to 400,000 mi. The purpose of this strategic plan is to show how this growth will be achieved.
Phase 2: Situation Review
To provide a brief pi cog market before descending to particular details of indi market seg.Based on seg of markets dividing des into homogeneous grps of customer, ech having char which can be exploited in marketing terms. Points to consider :
•Wht are d major products,markets which are likely to b able to provide kind of business opp suitable for org •How r des changing?which r growing n declining.
Coffee consumption over last few years. Nescafe has launched products such as every day, premium, super premium and Decafe. These products are targeted at specific markets such as Nescafe classics is targeted for regular customers and Premium and Super Premium products are targeted at Nescafe market has changed considerably over the...