Marketing plan on Nestle

International marketing refers to that goods and services over into a national consumer or users of the hand process, In other words, the International market marketing is a kind of across national borders and the management process, The social enterprise through the plan, pricing promotion and guide, create the product and value and in the International market, to meet many exchange the consumer's needs and profit of activities. Shaw,Onkvisit ,1988,“International marketing: analysis and strategy”)The international marketing have many values, the first is it can speed up the economy construction, All countries in the world, their economy and technology development is not balanced, especially in today’s scientific and technical height development, So we can certain to said that anyone country in the world can’t have all the resources, The second is through the international marketing the company can expand product sales, all company want to developing international market marketing actively, want to develop more marketing field, or search more extensive market to expand product sales.The international marketing can help company get more profit and more develop space, The third is the international marketing can help company avoid business risk, explore the international market actively can seek favorable market opportunity, and to some extent, it can avoid domestic market saturation and competition. Coffee-mate is a powdered non-dairy creamer manufactured by Nestle.

COFFEE-MATE was introduced in 1961 as the first “non-dairy creamer” on the market, and today it remains the most popular such product in the world. Company and Product Review In some country and areas, you must have seen the trademark "the bird's nest of love". And this is Nestle, a popularized worldwide enterprise. The trademark just like the mother bird feeding their birds of the screen, and symbolize the company’s spirit of safety, responsibility, warm, maternal love, natural and family of care emotions.Nestle was established by Henri Nestle in 1867, the headquarters in Geneva, Switzerland, which is the world's largest food manufacturers.

Nestle was initially based on baby food production In 2005, Nestle company has more than 500 factories and 250000 employees, with the total sales up to 91 billion Swiss francs. The Nestle has gradually from a baby food production workshop of rural development into the world's leading food companies. (http://www. nestle.

com. cn) We can use SWOT Analysis to analyses Nestle Company. First, the SWOT Analysis is the methods of enterprise internal analysis, that is to say, based on its own established internal conditions are analyzed, and find out the advantages and disadvantages of enterprise.The “S” is Strengths; its repentant internal capabilities that may help a company reach its objectives. The “W”, just Weaknesses, it means internal limitation that may interfere with a company’s ability to achieve its objectives.

The “O” is Opportunities, the external factors that the company may be able to exploit to its advantage, and the last one is “T”,it means Threats, and the detail is current and emerging external factors that may challenge the company performance. ( Bermann ,2007,WTO Law and Developing Countries) . In Nestle Company, the “S” is the company has a good brand awareness and high reputation, and the commodity’s name is also good, and the quality of coffee is also good.And Nestle has high visibility, the product’s updates faster and the research and development ability is strong. the “W” in Nestle is maybe the products to single to consumer, The brand image is not clear, the taste of the coffee than partial light, As a global brand, most of the channel is not perfect, and the “O” is in some country, for example, in china, the drink water is worse than before, and more and more Chinese people has great pressure, so I think maybe the bottled water and coffee has a good prospect.

The advanced production technology can reduce costs . The last one is “T”, the Nestle have lots of Competitors and most of them are strong, just like Kraft coffee. And local tea beverage market share is still big.There have been new products to enter the market, Nestle still have some competition. Boston Matrix (BCG Matrix) (http://www.

netmab. com) is a portfolio planning model developed by Bruce Henderson of the Boston Consulting Group in the early 1970’s . It is based on the observation that a company’s business units can be classified into four categories Cash Cows, Stars, Question Marks, and Dogs. So the Nestle find coffee is better for them to get profit, the stars product of Nestle has coffee, milk, beverage and so on.

4Ps is refer to “ Price ”, “ promotion ” , “ produce ”, “ place ”, (McCarthy,1960,Marketing)We take the “Produce” for analyze, the coffee taste good, and the package is easy for onsumes to drink, the coffee have Filling ready-to-drink package and Bag package, besides, the coffee advertising is truly and has great influence for consumer, For “ price ”, we can see the price is reasonable, consumer are easy to accept.The “promotion”, in the supermarket, we always see the coffee promotion, so the brand awareness can easy get into consumer’s heart. The last one is “place”, in some Internet cafe and stores, young people always like to choice coffee. In some consumer’ view, the international brand should means when travelers went to some country, they can find same product in their own country, In fact, Nestle is the product that people can see everywhere, so the approval of consumer is great than before.Although people can see Nestle coffee everywhere, but the actual composition and taste are totally different, Nestle can accord different countries to change the taste so that it can be accepted by more people.

2. company’s strategy It is important for Nestle to focus on its growth efforts on the emerging markets. Nestle realized that it faced significant challenges in maintaining its growth rate in 1990s. And we can say that due to saturation and increased competition in the European and North American markets, competition can give company more pressure but it also can bring challenge and profit, When Nestle faced the significant challenges, they change their strategy quickly, so that Nestle can adapt more consumer and social’s need.

In that casa, Nestle can develop them accurately.2. 3 Marketing Environment analyze The Marketing Environment means all the actors and forces influencing the company’s ability to transact business effectively with its target market. It is includes: the first is Microenvironment, it forces close to the company that affects its ability to sever its customers, and the second is Microenvironment, the large social forces that affect the whole microenvironment. ( http://wiki. ebusinessreview.

cn/Marketing_environment) Microenvironment market analysis, The whole world coffee in the trade volume of about $140 billion, and the United States, Brazil, Germany, Japan and Italy's largest consumer. China’s trade volume is 30000 tons a year, about 6 billion Yuan.The 20000 tons of 30000 tons of instant coffee is the raw material, the brewed coffee consumption of 10000 tons. From the trend, China’s coffee industry is increasing quickly, the next three to five years, china is likely to increase trade volume, and annual trade can reach 18 billion Yuan to 20 billion Yuan. According to the economists estimate, the next 10 years, China will become the world's largest international coffee market, if one of Chinese people drink a cup of coffee every, the coffee bean market will reach $50 billion, the whole industry chain produce will increase fast, The coffee industry will become the emerging sunrise industry.Microscopic market environment analysis, According to the present the coffee market, Nestle competition is mainly "Maxwell " "Brown" Mocha ",”Mocha” is cheap than other brand.

And “Maxwell”, “Brown” is expensive than Nestle. The reason why their price is higher than Nestle is they want to distinguish with Nestle. They all divided the market share. In China, more and more people began to drink coffee, especially the young people, o the speed of domestic production is faster than before, and the public and media began to concern for coffee. The Nestle coffee mainly selected the superior and high quality raw materials, and adds coffee mate liquors and taste good. So lots of people like it.

4. Brand Strategy The brand strategy includes Nestle have some marketing principles, background, and the main characteristics of the brand strategy of some of the details. These main features include: brand personality, expectations, and brand image, other two file design of visual characteristics, and the development of brand use. In order to realize the consistency of the brand communication, Nestle earlier decided to reduce the cost in the world of advertising agencies.

Now, the company only has five agencies, respectively is McCain, JWT, pubilis-FCB, Ogilvy and spirit puma, All of them have form a international advertising agency network. The headquarters of each strategy for nestle formulated the priority of the brand advertising agencies.The Nestle coffee first priority is McCain and JWT, Branches from these agencies can make their own choice. The actual show that if Nestle centralized more advertising service, the effect will be more satisfactory 2.

5 Advertise on Nestle Nescafe, the name can give people a kind of clear impression, and it also can relieve stress and pressure, Nescafe can give people a kind of sweet feeling. Nestle coffee in China advertising strategy can be divided into two stages, first by early " It tastes good " simple slogan for the world, that is to said Chinese people began to taste the introduction of western "flavor" of that, for many young people, they think drink coffee is fashion trends. "It tastes good" movement has continued for many years.Although the AD creative renovation many times, but slogan remained unchanged.

It is almost a successful example of advertise. Recently, nestle coffee launched a new version of the series television ads, and theme is "good start". Advertised is the elders care and support their children, the main characters of the young people, which to express Nestle coffee can helps relieve their pressure, enhance the challenge of confidence. After a time, nestle began to change on advertising. Today's young people, they are eager to do their own things, but at the same time they must keep the traditional ethical ideology. They realize that the difference between their parents, but they still must respect their parents.

They are eager to independence, but they are not alienating parents, they have a strong sense of enterprise, but they also must face the work pressure and challenge. This is the life forms to young people today, it is also became the "new start" Nestle coffee advertising communication foundation. 5. Product And Brand Nestle is a positive product innovator. In every country, Nestle always employ the first technical experts, senior culinary division. Then improve the level of food production scale, and at the same time, the company gives employer the personnel training for 2 to 3 years and to communicate with other Nestle agencies in order to improve together.

Once the product launched, the company will working a long time to improve the quality of products. 1. Promotion 3. 1Nestle Promotion Nestle use a large number of advertising. In order to create the consumer brand awareness and strong preference, nestle spent a lot of money. This allows the company to win a higher market share.

For example, in South Korea, Nestle only use 7 years to get 35% market share, defeated Kraft’s long monopoly. Nestle has a high level of sales team, they fluent in English, and they also can communicate with retail clients in the sales promotion activity. Nestle adjust measures to local conditions, and design promotion campaign.At the same time, nestle is trying to decrease as far as possible SP activities, and turned to advertising and public relations to establish long-term consumer preferences, for example, in Shanghai, China, Nestle always enthusiastic to organize university activities, such as art performance, English corner, etc.

The company also willing to make report to college students, giving the company material, and communication company culture, etc. 2. Analyze the Reason of Success Sometimes, the name of commodity can decided the fate of the goods, and someone said, the name of goods must be in speech or stress causes a kind of comfortable on the psychological induction, because it can give a person a kind of clear impression.For example, in the 1980s, Nestle have merger the American “three Flower Company”.

“Three Flower Company” is a famous American frozen food enterprise, its name in Japanese read up very smooth. So some people think that "3 flowers" the name and Nestle has the same commercial value. Indeed, three flower company merged into nestle in that year, performance begins to rise, and has a higher market share. Nestle has sold throughout the world, the most important is its special processing method.

Instant coffee can convenient people's lives, people can quickly pour a cup of coffee in busy, so more and more people began to accept Nestle instant coffee.Nestle coffee become more famous, the enterprise can obtain more profits. Nestle pays attention to the characteristic management. From one hundred year before, nestle caught in the production of "instant coffee". This is Nestle the secret of success.

3. Competition Maxwell is one of the biggest competitors for Nestle, Maxwell change the competitors not only lies in the innovation of technology coffee, but also about one hundred year to its brand image of carefully maintain and create. Romanticize makes Maxwell building brand regular gimmick. Maxwell have many of the songs with romantic emotional appeal is sung everywhere. In addition, such as Blue and Cappuccino coffee now gradually entering most people live, hese people pursuit vogue and pursues quality life, felt instant coffee can't meet their needs, and Nestle face lots of competition.

Another competitor is Brown Coffee, the raw materials come from outside the country, such as one of the famous Brown Coffee is blue mountain coffee with high quality coffee, it has soft taste and smell good , is known as the famous coffee in the world. Brown pay more attention to the quality of coffee, especially for the world famous coffee quality into their coffee and the Brown coffee give directly high the impression to person, which is the sale point to Brown. Brown coffee advertising is more image of the protagonist, young people advocate in advertising to drink coffee become a living habits, become a kind of natural culture.Brown coffee appears in ordinary life, Work.

And that the image is impressive. Through market research analysis, Nescafe have high-profile, brand strength, financial strength, scale, distribution channels improved, the domestic market share as high as 79%. China's coffee market is big, just as tea culture and some traditional culture, this exotic coffee consumption habits have not yet taken shape in China. The face of Maxwell, Brown and other competitors has their own characteristics, how to ensure their leading position and attract more consumers, and consumers to establish contacts in emotion as Nescafe development of a point is the most important.