Marketing and Nescafe Classic

Topics: Marketing, Coffee, Market segmentation Pages: 4 (873 words) Published: February 3, 2011
As a part of our course Principles of marketing (IB : ) we were given an assignment to analyze marketing strategy on a specific product or service to develop our theoretical and practical skills regarding marketing. Nescafé Company Review:

Coffee has come up as a substitute of traditional drink tea. Coffee is a drink made from the roasted and grounded beanlike seeds of tropical shrub of the genus Coffea. It has gained popularity among people around the world as refreshing and invigorating drink as an alternate of refreshing drinks. Well known company Switzerland based company Nestle introduced new taste of coffee to the coffee lovers which has created under the brand Nescafé. Nestlé's flagship powdered coffee product was introduced in Switzerland on April 1, 1938 after being developed for seven years by Max Morgenthaler and Vernon Chapman. In Hebrew, the word ‘NES” means MIRACLE & ‘CAFÉ’ means COFFEE So, together it’s a miracle with coffee.

Nescafé Classic product Review:

Market Oriented Mission of NESCAFÉ
A clear mission statement acts as an invisible hand that guides people towards the organization’s product. Nescafé’s main focus is to provide best coffee to its consumers. They attract coffee lovers through the catchword OPEN UP. OrganizationProduct Oriented DefinitionMarket Oriented Definition NescaféIs to bring NESCAFÉ to people around the globe, providing a "1 NOW 1 NESCAFÉ" to satisfy every aspect of needs.

Nescafé provides good taste, aromatic smells of coffee to people, providing "1 Nescafé with 1 unique moment "so that everyone can enjoy. Wherever you are, you will be able to find Nescafé around, whether in shopping complexes, supermarkets/hypermarkets or even grocery stalls.)

Every organization has objectives to fulfill its mission statement. Objectives followed by Nescafé are shown in the chart below-

Marketing Strategy:
Developing a product marketing strategy is one of the most challenging and...
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