1、雀巢咖啡在上海的营销策略Nestle Coffee Marketing Planning 2Market share:Now Nestle Coffee accountes for the largest share of the market, but has a bit decline this year. The main reason is the competition with other brands as well as its own capacity shorting, conflicts between production base and local areas ,
2、etc. The future market share goal should give priority to maintaining leading position, but allow a small range of decline.Accroding to the analysis above , the Nestle beverage product profit is the tallest of all. The contribution of coffee should be in the marjority, but in the past five years of
3、the trend, Nestle Coffee profit has grown slowly and even fallen in 2008. Its generally believed that the Nestle Coffees lack of capacity in China involved. The Gongguan Coffee production base needs expansion, but by now coffee production base has been all around the city. And that the coffee factor
4、ies do hurt to the local environmental protection has been blamed for many years. Local people are very objectionable, try hard to fight against Nestle expansion. However, the technology of elimination odor has been invented long time ago and put to use by factories in other parts of the area. But t
5、he factory in dongguan doesnt use. The behavior that committing to interests has caused the current predicament, Dongguan Coffee base is in the face of terrible difficulties now. If the factory move to other places, the loss will be very disastrous. These all make Nestle Coffee market share be frett
6、ied by other brand bit by bit.1.Marketing strategyTarget market: office worker, young people of work overtime, college students product line: Nestle Coffee 1 + 2; Nestle Coffee alcohol products; Nestle Coffee capuccino; Gold Nestle Coffee; Nestle Coffee for breakfast, Nestle companion planting the f
7、at end; Nestle Coffee cup of loading; Nestle Coffee box series, Nestle coffee ready-to-drink series; Nye, send line Coffee high-end brand seriesLocation: daily consumer goods pricing: according to the raw material of the cost and the packaging cost Use cost leadership pricing method , namely to take
8、 your purchase cost as the basis , and plus the expected profit to determine the price of products that you sell .That taking the cost of the product to marketing as the main basis for pricing method is called cost oriented pricing.This is the most simple and widely-used pricing method . According t
9、o the reasons above, we shall take the following factors into consideration: 1.The cost of the product: Nestle ingredients price are low, and this determines the cost may not be very expensive. 2.The added value of products ; 3. Product positioning.The same as a health care products, Brain Platinum
10、posititioned itself as a gift and the price is higher ; 4. Products in the industry status; 5. What kind of cycle the products in market belong to ; whether growth stage or import stage and so on; 6. The marketing strategy the company adopts . In comprehensive consideration, if a small bag of 13 gra
11、ms of Nestle Instant Coffee costs 0.65 yuan , his cost is about 0.3-0.35 yuan or even lower. Then sell the coffee to affiliate or retailers with 0.45-0.5 yuan. Cause Nestle is not luxury but daily consumables, we need it to small profits and quick turnover to achieve its more profit,and its just the
12、 truth. The small profits and quick turnover strategy for Nestle is very useful,and also one of the ways of marketing should adhere to.Distribution: distribution channels (including agency channels): Public sales channels-especially large supermarkets, supermarkets and department stores for sale-hav
13、e become the mainstream. Nestle firstly uses the sales outlets activities in Japan. The Nestle should take supermarkets and food supermarket as the main sales channels, and find some responsible and normative agents having a business mind to do marketing successfully. Some new distribution channels
14、also should be attempttd , such as Internet sales, etc.Sales team: Set up incentive mechanism. Nestle has a high level of sales team. They master English, graduated from universities (or even MBA) and can win over the shelf space effectively and do promotional activities with retail customers in the
15、 field. In Thailand, they are dubbed the name of red-hot sales commandos . Nestle can not get continuous prosperity without such more sales teams like red sales commandos . Only when the sales staff have improved their personal quality and sales strategy can the sales team be more powerful.Service (
16、After-sell service): Due to Nestle products are mostly general daily consumables, in addition to quality, a good cooperation atmosphere is important,too. These must be based on good after-sales service . Nestle company has specialized customer service station, perfect after-sales service network and
17、 passionate customer telephone service. In order to ensure the quality of the products and customers reflection, Nestle company tries to use special customer questionnaire survey. The introduction of new products must stir up a larger customer satisfaction query after a period of time, the survey en
18、sures the high quality of the products and popularity and it also give the company enough time to find countermeasures in case of emergency.Therefore, Nestles after-sales service must be enthusiastic, complete, timely and accurate. Only in this way, Nestles approval degree can be maintained and the
19、company will have a long-lasting market.2. Advertising media strategyMedia target: the target audience: 18-30 years old mass consumer groups . Place: the whole nation Purpose: (1). Set up Nestle Coffees brand image, strengthen Nestle Coffees position(2). The main advertising target arrival rate reac
20、hes up to 80%, exposure frequency reaches up to 50%.Advertising objectives: Match up brand and marketing goal, through the ads,to enlarge Nestle Coffees visibility and reputation, to set up and disseminate the enterprise image and to expand the market share media strategy: Realize the communication
21、of information in different forms by means of different media to make the advertising activities affect more and have a sincere feeling .The advantage of different media makes advertising information be easy to accept. The use of media which has formed the multifaceted information warfarecan increas
22、e the total amount of commodity information transmission as soon as possible, enhancing the seepage force, so that the information can propagate intensively. Complememntation of medie advantages makes the advertisement information about transmission reach a better result and strengthen the infiuence
23、 . Make all kinds of media proprietary audience get mobilization to realize the same budgets maximum economic benefits.Media choice: The advertising campaign is aimed at Nestle Coffee, so we need to break through the single advertising media model , unite various kinds of advertising media to enlarg
24、e the share of market and increase brand awareness. Use television advertising as the leading factor to arouse comsumers desire, and to achieve the most extensive coverage. Advertising in newspapers and magazines is complement.this way will convey more abundant information of the product to consumer
25、s along with all kinds of sales promotion contents . Internet advertising is also important that it urge comsumers to buy. Window and body advertisement will be used as extension to further improve the visual effect ,to increase brand awareness and fraction of coverage.Sales promotion ways: Nestle h
26、as been taking TV, CM, etc to brand publicity and promotion quite early, and will use the the latest and best marketing technology and advertising techniques which have been proved right in other countries market. Whether in the packaging, advertising or promotional activities, the special red coffe
27、e cup of the Nestle will be with you. In many consumers mind, the coffee cup is not just a cup ,and it also not only represents the Nestle, it does represent a kind of coffee culture, a kind of fashionable lifestyle. And in this years, it has always kept its own color and shape . But no one think it
28、 out of date, and we may find a strange phenomenon that a lot of people are proud of drinking coffee hoding a Nestle coffee cup , even if the liquid is not Nestle Coffee or just plain boiled waterProduct improvement and new product development measures: In order to adapt to the consumers needs, Nest
29、le Coffee develops new products and extend products well received, developed them into a classic brand. For example, Nestle breakfast Coffee and Nestle Coffee alcohol products sells very well .3. Risk control, risk sources and controlling means First of all, , the media has been reporting scandal of
30、 milk powder since SanLu Powdered Milk melamine event, Nestle Milk Powder could not have survived. The iodine overweight event in 2005 and the calcium deficiency events in 2009 made Nestle Milk Powder be in face of confidence crisis, even directly affected the Nestle brand,leading to the damagement
31、of Nestle Coffee sales . SanLu group collapsed because of a melamine event,and so will Nestle .Therefore, in order to avoid the potential risk, Nestle company should adopt the diversified brand strategy, development many similar brand on the basis of current ones. In this way , other brands can surv
32、ive one brands problem and wont make the whole group fall apart; Secondly, with the constant expansion of Nestle and the increase of overseas agents, all sorts of problems will appear, such as too much positions, low efficiency and the chaos of management , etc. Nestle company take the principlerigh
33、ts completely dispersion to divided the whole management modeito into several modules,each module employees to do their own work, make the management more effective in dealing with financial crisis . At the same time, Maxwell , Mocha and other brands have directly affected the Nestle Coffee supremacy and taken the Nestle Cof
