Because Nestlé is a renowned brand, it is easy for Nescafé to leave a good image for customers. We organize many seminars, press releases and trade shows for public relations or public relations where we announce our new product. In the direct marketing message, we will influence people to buy and drink Nescafé as we offer it to customers at low prices. We will use direct response advertising. www.nescafe.com/worldwide/en/nescafe/Pages/history.aspx With this message, we are trying to respond to this point of view of Australian customers. We will message for our customers from India, Nescafé gives you a different taste and taste at a reasonable price. Australia`s cultural diversity and way of life reflect its liberal democratic traditions and values. Since Australia is made up of multicultural people, it is difficult to attract customers to Australia. There are various advertising programs within IMC, with different advertising programs having the greatest impact on consumer purchasing behavior. So through advertising, we will try to attract the customer from Australia. – Suppliers have greater control over their customers, therefore have bargaining power – Intense competition – Price war – Cannibalization Nescafé sells its offers to different groups of customers through different channels. For retail customers, it uses the wholesale/distributor channel to provide the various SKUs (Stock Keeping Unit)/pouches to the end user, e-commerce websites and for business customers, it sells coffee machines through the company`s own distribution network.
Through this technique, we will engage existing and potential customers with Nescafé. We give an ad from Nescafé and then ask the customer, “What are you missing from this ad?” Send your suggestion to improve this ad. Those who have sent more creative and good ideas will be rewarded with exclusive gifts. To send the suggestion if customers can send SMS to our number (mobile phone number is indicated) or they can visit our website. Ideas and suggestions are only acceptable for that specific announcement. Through TV and print commercials, we want to spread our message on Nescafé. Our strategy in this advertising plan is to attract the attention of our target customers. As the unemployment rate in Australia is relatively low and Australians love sport, both playing and watching.
In Australia, our target customers are executives and sports fans (spectators and participants). Since these types of people typically read news, sports, newspapers or magazines, we advertise for our target market based on that. Therefore, we believe that TV and print ads are suitable for Nescafé in Australia. The expansion of the market due to the entry of global players such as Starbucks and Dunkin` Donuts into the developing world, the change in the lifestyle of customers is changing the demand matrix of the industry. Nescafé competes with companies such as Bru, Tata coffee, substitute products such as coffee-flavoured drinks and several coffee chains. The coffee market is highly competitive with a large number of local, national and international players targeting different customer groups. Rising labor costs, climate change, degradation of cultivation methods, migration of people from coffee-growing areas to cities, rising raw material costs (e.g. coffee beans) and a changing lifestyle are some of the factors influencing the industry. The main objective of this report is to analyze Nescafé`s overall marketing activities.
Nescafé has a great opportunity for them in the global market. In this task, you will make an advertising strategy on Nescafé from Australia, the United States and India. In each country, their target customers are different. Here you do this strategy in a different way so that we can attract the attention of our target customers. In interactive marketing, we will ask customers a few questions and also ask them to give Nescafé their valuable suggestions that we can use to develop the product. Nescafé uses both differentiated and bulk targeting strategies, offering retail customers different offerings for different customer segments and a standard coffee machine for businesses. Since our target customers are executives (part-time and full-time) and sports fans (spectators and participants), we know that these people typically use the Internet. That`s why we use direct mail and direct print media. Advertising is the most cost-effective way to reach a wide audience.
Indian Housewives can be reached during the evening prime tie program. TV advertising is the most effective way to maintain brand awareness while reaching a mass audience. Through advertising, it is possible to reach current and potential customers.