The Global Promotion Strategies Of Nescafe Marketing Essay

The planetary Promotion Strategies Of Nescafe food market place placeing EssayNestle, the largest confectionary, nutrition and Food Company in the world. Nescafe is one of its ren witnessed filths in the business of traditional hot and cold-blooded energizing solubles standardised coffee and is available almost in every(prenominal) serving of the world in varied forms and variants. It was named as one of the screen 100 grasss of the world by Bloomberg business week (Top 100 Brands of 2008, 2008). Today, its offerings are available in 32 countries including France, China, Canada, Pakistan, India, UK, USA and others(Nescaf, 2010).Nescafes Global StrategyNescafe has stool a strong brand equity through the uptake of hostile foodstuffing strategies globally. Each country/ voices Nescafe forms its own strategy to effectively channelise its earreach and generate sales accordingly for the profitability and growth of the company. It is for this antecedent that some varian ts are knowing and marketed to cater to the needs of that particular part of the market.It has been noted that Nescafe as a brand is in a intermediator phase from being an exclusive utilitarian comsuption crossing when it used to be just an instant coffee to becoming more of a product with hedonic consumption when it started to frame and sell different blends in different markets. Each variant has its own specific feature and spirit to sum value to the brand under the same name.The company aims at providing products to consumers wherever, whenever and nonetheless is requi departure.Nescafe focuses on the coffee tradition and its historical value. Nescafes global brand personality can be sincere, down-to-earth, warm and honest and excitement related to friendly, early days and energy nonetheless it can be just one of the deuce mentioned above or a aggregate of both depending upon the target market and the variation.Target Market, Promotion Strategies and MediaNescafe has d ifferent target market for its different variants. In the UK, the target market is young big(p) consumers aged between 20-35 of spirit and upper class who baffle lived with consumption soft drinks and energy drinks like redbull. To capture that market, Nescafe along with its advertise bureau decided on mental synthesis consumer trust and develop work showing lenghts that Nescafe users will go to cover a fashion from other substitute goods. A 360 degree campaign was designed which was launched with a TVC, billboards, radio ads, posters, magazines, news paper and many other medias.In India, with its different variants, is leveraging to vast consumer base and cateting to all segments of the market. The market has been divided on the basis of geographic regions like North, South, East and West, psychographics and demographics. The strategy however has been to focus on values and low-key market penetration victimization 360 degree promotion campaign.The Hellenic market was consu ming the traditional Greek Coffee which was served in a tiny cup and with a glass of cold water intended to be drunk first. Nescafe captured this opportunity to kidnapping the market grant by introducing its Nescafe Frappe in the Greek Market that change habit of the Greek coffee drinkers. It has been heavily marketed to the target audience aged between 17-30 using clever visuals to show a chic world of partying and dancing including a stylish living for the younger multiplication. (Butler, 1988). With a deal with MTV to launch a style campaign for the new generation of consumers aged between 16-24 years old, Nescafe has decided to relaunch the brand with a $30 Million global campaign. Nescafe has been working on targeting its market through the use of interactive youth oriented websites Nescafe Live where consumer will exchange ideas and discipline regarding images and videos aimed at 16-24 years old consumers of the global market.In Australia, the marketing mix is aimed at t argeting diverse market segments of all age groups. For the young adult caf stopping point segment, they offer their range of latte with a sponsoring campaigns like Nescafe gip Film Awards Win the Nescafe Latte Lounge of which teaser and TVCs were created. Also, a website was created for training regarding products, competitions and events.Marketing Communication AgenciesNescafes lead global agencies are McCann Erickson Publicis Mojo maculation withal have MindShare as their global media creative Agency (Jain, 2007). These global agencies have either affliations with local agencies in different countries or have their own subsidaries. Thus, the affliated agencies or the subsidaries become the local agencies of their clients and work with their global partner to create a universal image, perception and equity of the brand. Like the local agency in Sweden for Nescafe is Storakers McCann which is affliated with McCann Erikson while in Pakistan its Orient McErikson. In France, i t is Publicis Conseil which has affliation with Publicis Mojo.Importance of advertizing for NescafeAdvertising for Nescafe is important to create positive noteing and attitude of consumers towards the brand which will eventually lead to purchase. Advertising plays a vital part in communicating a competitive advantage and to make consumers feel that the product suits their requirements and has the same personality as theirs.Due to factors like culture and differences in attitudes and behaviors in each country/region that has its own beverage used as stimulant or energizers. Like in some regions its tree and in others its green tea or coffee. Thus, to capture the non-coffee alcohol addiction markets, it is essential to aggresively advertise the energizing and stimulating effects of coffee. The red colouring material of the mug is used to emphasize the energy of the drink while red suits to project that state of mind.Nescafe has a very diversified base of consumers be to different personalities which have different cultures and tradition and coffee just baron not be a part of any of it. It is through advertising that they can create value for customers. For the same reason, Nescafe with the help of local agencies creates offerings found on consumers attitudes, personalities, and behavior and the culture and tradition of that country/region while keeping a broader global brand image, conviction and positioning. If Nescafe just had a global agency responsible for creating and designing products and brands and market them to the global market at large, it would fail to effectively communicate with the customers or to create a competitive advantage in the markets due to the diversified consumer base as needs, attitudes, culture, behaviours and many other factors of consumers choice and preference differ from region to region and coutnry to country. Thus, a balance has to be maintained between the local market perspective and the global outlook as well for the success of the brand and company(Amanda, n.d.).RecommendationTo be able to capture and grab the market share of different markets, Nescafe should be associated with the current agencies in order to create offerings using both global and local perspective. However, their promotional strategy should not exclusively be diverted towards the coffee drinkers of future and should carry out activities for the adults and old-age consumers as well. The use of 360 degree marketing campaigns is a very effective way of reaching out to the target consumers which should be carried on further.