Strategic Marketing Plan Part B Nestle Group 1 1

Topics: Coffee, Marketing plan, Marketing Pages: 20 (4448 words) Published: April 17, 2015
Assignment Cover Sheet

Subject Name
Strategic Marketing for Managers
Lecturer’s Name
Dr. Quan Tran
Title of Assignment
Strategic Marketing Plan Part B
Class
MBA Talent 4.5
Group Number
Group Nestle
Student Number and Name
Le Thi Nguyet Anh (2914MBA2453), Nguyen My Hanh (2914MBA2457), Bui Le Hong Ngoc (2914MBA2462), Nguyen Thi Thuy Tien (2914MBA2467) Contact Number or Email
Tien.nguyen.hcm@gmail.com
Length
15 Pages (exclude Cover pages)
Due Date
10/02/2015
Date Submitted
10/02/2015
Declaration:
 I hold a copy of this assignment if the original is lost or damaged.  I hereby certify that no part of this assignment or product has been copied from any other student’s work or from any other source except where due acknowledgement is made in the assignment.  No part of the assignment/product has been written/produced for me by any other person except where collaboration has been authorised by the subject lecturer/tutor concerned.  I am aware that this work may be reproduced and submitted to plagiarism detection software programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism checking) Signature: ……………………Le Thi Nguyet Anh…………………………………………………. Signature: ……………………Nguyen My Hanh…………………………………………………. Signature: ……………………Bui Le Hong Ngoc…………………………………………………. Signature: ……………………Nguyen Thi Thuy Tien…………………………………………………. Note: An examiner or lecturer/tutor has the right not to mark this assignment if the above declaration has not been signed) Mark:

Comments:

Insight Analysis and Marketing Plan for Nescafe 3 in 1
Le Thi Nguyet Anh
Nguyen Thi Thuy Tien
Bui Le Hong Ngoc
Nguyen My Hanh
University of Western Sydney
MBA 4.5

Executive Summary
This is a summary of a marketing plan designed for Nescafe 3 in 1 in Vietnam. Nescafe along with G7 and Vinacafe are the top three market leaders in instant coffee market and they have competed intensively. Moreover, the fact that many other strong Vietnamese brands such as Vinamilk and Highland Coffee aim to jump into this market makes the competition more fiercely. To maintain position in the market, it is essential to understand what the customers in the target segment want and experience to deliver product as well as service to satisfy the needs of targeted customers. This paper aims to propose a comprehensive marketing plan based on the insight derived from customers, competitors, and company. The marketing aims to solve the problem preventing consumers to enjoy the standard taste of instant coffee. Consumers are uncertain of how to mix instant coffee to get the standard taste. This report recommends three marketing objectives in which each objective carries out specific activities. Firstly, to increase the awareness of targeted consumers about standard mix of Nescafe 3 in 1, it is crucial to produce a blind test video clip and sampling program. Secondly, to increase the interest of targeted consumers in consuming Nescafe 3 in 1, the strategy is to organize an activation event called “Coffee mix festival”. The event is a great opportunity to connect people with Nescafe 3 in 1 brand and connect people together through various activities in order to achieve the goal of creating a dynamic, sociable, and connecting brand in Vietnamese consumers’ minds. Thirdly, to encourage the targeted consumers to increase their frequency of consumption of Nescafe 3 in 1, the strategy is to execute the promotion across distribution channels and make the coffee mixing clip viral on social media outlets. Nescafe 3 in 1 is committed to bring the standard taste of instant coffee mix to consumers; therefore, people can enjoy it at anytime and anywhere. Insight Analysis and Marketing Plan for Nescafe 3 in 1

This report is an attempt to study and understand market insights including company insight, customer insight, competitor insight, and segmentation insight....

References: DNA. (2014, July 20). Thị trường cà phê: Phá thế chân kiềng. Retrieved January 25, 2015, from DNA Branding: http://www.dna.com.vn/vi/tinh-huong-thuong-hieu/s/thi-truong-ca-phe:-pha-the-chan-kieng/
Nhung, S. (2014, July 02). Vì sao Thị trưởng Phạm Đình Nguyên bán PhinDeli cho Kinh Đô? Retrieved January 25, 2015, from http://nld.com.vn/vnmoney/vi-sao-thi-truong-pham-dinh-nguyen-ban-phindeli-cho-kinh-do-20140702094726494.htm.
Vietnamnet. (2014, August 14). Sự thất thế của vua cafe Trung Nguyên. Retrieved January 25, 2015, from Vietnamnet: http://vietnamnet.vn/vn/kinh-te/192297/su-that-the-cua-vua-cafe-trung-nguyen.html
W & S. (2013). Khảo Sát Về Thị Trường Cà Phê Bột Hòa Tan Năm 2013.Retrieved January 25, 2015, from Vina Reasearch: http://www.vinaresearch.jp/upload/userfiles/files/WS_Bao_cao_thi_truong_ca_phe_hoa_tan_2013.pdf
Appendices
Figure 1: Instant coffee types proportion
Figure 2: Instant coffee proportion by genders
Figure 3: Purposes of coffee consumption by age
Figure 4: Nescafe 3 in 1’s positioning compared to other competitors
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