I.

Company History
Nescaf is a brand of instant coffee made by Nestl. It comes in many different
product forms. The name is a portmanteau of the words "Nestl" and "caf". Nestl's
flagship powdered coffee product was introduced in Switzerland on April 1, 1930 after
being developed for seven or eight years by Max Morgenthaler.


The NESCAF coffee youre enjoying today
is a perfect brew of the brands long-standing
history. The origins of NESCAF hark back to the
year 1930, when Brazil had a substantial surplus of
coffee, and needed help preserving it. Upon the
request of the Brazilian government, NESTL
began abrewin!

Our coffee specialist, Max Morgenthaler, and his
team had a simple proposition a delicious cup of
coffee by simply adding water. With this guiding
principle, the team worked hard to find a way to
make soluble coffee that would not lose out on the
coffees natural flavor. Seven years later, they
found the answer.




NESCAF was finally ready. Named by using the first three letters in NESTL and
prefixing it to caf, NESCAF was the brand new name in coffee. First introduced in
Switzerland, on April 1st, 1938, it was anticipated to be a huge success throughout
Europe. However, because of World War II, its popularity took longer than expected.
Soon after the first half of the next decade, NESCAF was exported to France, Great
Britain, and the USA. American forces played the role of brand ambassadors in Europe,
because NESCAF was a staple in their food rations.

Steadily through the rest of the 1940s, its popularity grew. Today, there are several
varities of NESCAF to suit all the different tastes around the world. But since the very
beginning in 1938 we have respected the origins of coffee and work hard to ensure you
only have the best in your cup. Next time you pick up a jar of your favorite NESCAF
coffee, have a look at the ingredients. This list is short and to the point: 100% pure
coffee. Nothing artificial added.




II. Product Brief

a. Products

PURE COFFEE








MIXES



Cans









b. Channels of Distribution


SM is the largest shopping mall in the Philippines so we decided to choose SM
Hypermarket- a leading grocery supply store- to be our leading manufacturer in distributing
our products. SM is an institution that supports livelihood programs and enhances lives by
providing the best and widest selection of poultry, goods and basic needs of every human
being.
















Competitive Analysis







Product





Kopiko


San Mig Coffee

Jimms Coffee Mix



Manufacturer

PT Torabika Ekasemesta,
Distributed by Tridharma
Marketing Corporation

San Miguel Purefoods Corporation

Goldshine
Pharmaceuticals, Inc.

Tagline


Astig na Kape



Ang Super Kape

Love The Goodness of
Jimms








Variants






Kopiko Brown
Coffee,
Kopiko 3inOne
Kopiko koppiccino






San Mig Instant 3-in-1
Regular Coffee Mix (Mild,
Original, Strong, Extra
Strong
San Mig Instant 3-in-1 Sugar-
Free Coffee, San Mig Coffee
100%Premium Instant Coffee






Jimms 5-in1
Coffee,
Jimms 4-in-1
Coffee,
Jimms 7-in-1
Coffee,
Jimms 5-in-1
Sugar free
Coffee Mix



Strengths

Worlds number one
coffee They have Extract
Candy

Has many variants
They have own basketball team.

Have Health
Supplements



Weaknesses

Only offers coffee in
sachets
Lack of Advertisements Lack of advertisements

Price

10pcs. 25g packs: 58php.

6php. Per sachet

Coffee Brown 35 x 10 25 g
Original 49.50 x 10 20g






Product





Great Taste Coffee

Caf Puro


Manufacturer Universal Robina Corporation Commonwealth Foods Inc.
Tagline Theres good coffee, then theres Great
Taste Coffee
Sarap na natural
Sarap ng Giniling na Kape
Variants
3-in-1 Premiums
3-in-1 Cappuccino,
3-in-1 Sugar Free,
Great Taste Trio Cappuccino,
Great taste Trio extra strong,
great taste Trio (original)
Great Taste Trio Valencia Mocha


Caf Puro Instant Coffee,
Caf Puro ground coffee Roasted
Coffee Beans

Strengths
Do not need to buy sugar and creamer
because all of there products are like 3 in
1.

More affordable
Weaknesses Cheap products Cheap products
Price Great Taste brown 54.50 x 10
SWOT Analysis

Strengths
The birth of brewing instant coffee.
Capability to access coffee loving market in the
country.
Precisely different segments and events.
Nescafe is a well-known product throughout the
country.
Various flavours of coffee.
Effective advertising campaign.

Weakness
The premiums products are quite expensive.
Health conscious people. (Heart attack, liver cancer
e.g.)
Health benefits of coffee are not implemented.






Opportunities
Increase the distribution to meet the demand of drinking
coffee.
Launching Premiums product.
Increase the percentage rate of the distribution channels
to the provincial places.

Threats
Competitors may reach the remote areas which is still
untapped before Nescafe does.
The compatible of hot drinks. Because most of the
consumers prefer cola, which are effectively targeting
trends due to the climate pose a noble threat to
Nescafes hot drinks products.
Expansion of the strategies to the rural places.

Target Market
TARGET MARKET DEMOGRAPHICS PSYCHOGRAPHICS GEOGRAPHICS

Primary Target
Market

Professionals
(26-50 years old)

Fresh Graduates
(20-25 years old)

Male and Female

Class A and B


Professionals who
are health conscious.

All grave shifters
professionals who
want to stay awake.

Fresh Graduates
who want to be
energized and
mentally active in
seeking jobs.


Philippines

Secondary Target
Market


Teenagers
(16-19 years old)

Male and Female

Class C

Teenagers who want
to be motivated in
studying.

Teenagers who want
their brains to work
more efficient and
smarter way.


Philippines

Objectives
The plan and strategies to be implemented aims to achieve the following financial and
non-financial goals:
1. To promote brand and prove that nescafe is the no. 1 brand of coffee
2. To Increase sales by providing consumers the value of the product
3. To increase brand awareness and be the top of the mind brand
4. To use the product in a fun, creative and innovative ways
5. To increase consumption of product to primary and secondary target markets


III. Sales Promotion Tools and Device
As we tackle the specific approach of Nescafe in their Print Media and TVC's,
we go back to its positioning. Nescafe's positioning is one coffee cup, one good feeling.
The TVC's and all promotional Messages focus on passing love between two person
sharing a cup of coffee is shown as a symbol of sharing happiness. Nescafe is also
positioned as a "100%Pure Instant coffee"

They all focus on positioning the brand as a symbol of happiness. Almost all
print media and TVC's shows people sharing moments with a cup of coffee.


















Commercials

















Bonus Pack Premiums








Sponsorship








Raffle Event







Social Responsibility

1. To provide good health and proper nutrition to its consumer.

2. To make 100% pure instant coffee

3. To support the life of our local coffee farmers.

4. To give consumers reasonable price for its product.

5. Provide coffee with premium and quality standards.














IV. Sales Promotion Plan
SP Title: Espresso Your LVE
SP Tool: Contest
Objectives:
To express further more love
of a son/ daughter by making a coffee
dessert.
To strengthen the relationship
between the child and the father.
To increase brand loyalty.
Coverage:
15 to 19 years old
Residences around Metro
Manila
Duration/ Place: June 13 2014 / Resort World Manila Activity Area
Mechanics: Post a picture with your father while drinking Nescafe and state the reason
why you deserve to be chosen to join the contest.
Prize: Overnight stay at Resort World Manila with complete accommodation to
amenities.
Communication Strategy: SM Hypermarket, Social Media
Key Factors to Success:
Children love to give their father a one of a kind experience.
People are fond of joining contest for prizes.

SP Title: Coffee Talk
SP tool: CMA / CA
Objectives:
To compliment Nescafe products to
different pastries of Breadtalk.
To satisfy breadtalk customers who
are loyal drinkers of Nescafe.
To gain revenues and to have a
publicity with less expenses because of
partnership.

Duration: July to October
Mechanics: Memorandum of Agreement
Communication Strategy:
Key factors to success:
Low-cost, yet long-lasting form of advertising.




SP Title: MagKAPE-ra sa Tag-ulan!
SP Tool: Raffle
Objectives:
To have long duration of
publicity
To increase sales
To generate funds
Coverage: All legal residents of the
Philippines
Duration: May 1- October 30


Mechanics:
1. Collect 3 empty sachet of any 3-in-1 Nescafe Products
Nescafe Classic
Nescafe Gold
Nescafe Decaf
Nescafe Cappucino
Nescafe Brown and Creamy
Nescafe Chocolatte
Nescafe Creamy latte
2. In a piece of paper, write the following:
Name
Address
Age
Telephone/Cellphone #
Affixed Signature
3. Enclose the paper with your details and the required proof of entry in a legal-
sized white envelope and write the following at the back:
Promo title
Area (NCR, Luzon, Visayas, Mindanao)
4. Drop your entries at Puregold Store nationwide.
Prizes:
2 winners to receive Nokia X per area
2 winners to receive Acer Aspire v5 per area
Grand Draw:
a. 1 million pesos
b. House and Lot Camella
c. Toyota Hilux 4x2 E 2.5 Dsl M/T
Communication Strategy: TVC, Posters, Newspaper
Key factors to success:
People fond of winning big prizes
People take chances to win
People would join because there is no registration fee


SP Title: Drink Good. Sleep Good
SP Tool: Bonus Pack
Objectives:
To increase Sales
To increase brand awareness of
unfamiliar product.
To increase brand loyalty.
Coverage:
23 to 35 years old
Duration/ Place: June 01 to August 31 / SM
Supermarket
Communication Strategy: Posters

SP Title: Coffee-on-the-Go

SP TOOL: Premiums

Objectives:
To give credit to loyal customers of
Nescafe
To encourage brand switching making
customers think that Nescafe values
their loyal customers
To increase sales
Coverage: Professionals around NCR
Duration: July 1- August 31,2014



Mechanics: buy any variant of nescafe gold sold at selected SM Hypermarket:
SM Marikina SM Masinag
SM Taytay SM North Edsa
SM Megamalls Mall of Asia
SM Sta. Mesa SM City Manila
SM City Batangas SM Center Valenzuela
SM Cubao
Mechanics:
1. Buy any of the participating Nescafe Gold jars
Nescafe Gold 175g Jar
Nescafe Gold 100g Jar
2. Log on to Nescafe Gold: Cup of Gold website, register with your contact
details, submit the official receipt number issued by the supermarket where
the Nescafe Gold jar was bought and upload a photo of the said official
receipt

3. You will receive a confirmation email from Nescafe after the registration

4. Bring your printed confirmation email to any of the selected SM Hypermarket
and avail our Nescafe Life begins after coffee premium tumbler just for
P 100.00
Prize: Tumbler
Comm. strategy: Social Media
Key factors: People drink coffees even if theyre at work
People nowadays are eco-friendly so they limit their usage of paper cups
People are fan of everything that is instant
Price: P 150.00












SP Title: Nescafe Brings in a Brighter Future
SP TOOL: Sponsorship

Objectives:

To induce existing
customers to buy more

Duration: June 30, 2014

Coverage: World Trade
Center

Communication Strategy:
Print Media, Word of Mouth, Free Samples in the field

Mechanics
All Attendees of the fair is subjected to have free 2 sachets of Nescafe Original.
Giving Out Free Fliers
















SP Title: Raffle Dazzle

SP Tool : Event

Duration : October 18, 2014

Location : Circuit Makati

Objectives: To induce existing customers to
buy more
Increase Brand Awareness
To attract new customers
To give loyal customers a treat
To help maintain a good
relationship with the consumers
Communication Strategy : TVC\s Print add
posters, Word of mouth, Radio broadcasting

Mechanics

An open party created by Nescafe
that helps promote the brand to maintain and
gain patrons.














BUDGET
CONTEST
Posters P 10,000

CMA
Posters P 20,000
Newspaper P 10,000

RAFFLE
Posters P 15,000

Tarpaulin P 10,000

BONUS PACKS
Posters P 20,000
Flyers P 10,000


PREMIUMS
Tumblers P 20,000


SPONSORSHIP
Tarpaulin P 500
5 Boxes of Nescafe 3 in 1 Original P 1,000
Prizes P 2,500
Booth P 15,000
Flyers P 1,000
EVENT
Ticket Printing P 3,000
Posters P 10,000

GIVEAWAYS
Umbrellas P 5,000
Tumblers P 5,000



Planners P 5,000



BUDGET SUMMARY
CONTEST P 10,000
CMA P 30,000
RAFFLE P 25,000
BONUS PACKS P 30,000
PREMIUM P 20,000
SPONSORSHIP P 20,000
EVENT P 13,000
GIVEAWAYS P 15,000

TOTAL P 163,000





Insertions
FLASH DRIVE



GANTT CHART
Promotions May June July August September October
Contest

CMA



Raffle

Premiums



Job Fair

Bonus Pack

Event

MUG

PLANNER

UMBRELLA















Members
Abordo, Edwin
Angelio, Spida
Bulan, Abigail
Bunuan, Camille
Cuenca, Carla Camille
Dizon, Camille Aizel
Medrano, Roey
Rocha, Kim Vergel
Salandanan, Elma
Sanico, Maricris
Siddayao, Paul Mari
Tan, Jerica
Walo, Joshua