BOLIVARIAN REPUBLIC OF VENEZUELA

MINISTRY OF POPULAR POWER FOR HIGHER EDUCATION

UNIVERSITY INSTITUTE OF INDUSTRIAL TECHNOLOGY “RODOLFO

LOERO ARISMENDI”

4TH SEMESTER OF ADVERTISING AND MARKETING

CARACAS - PARADISE – SITE I

WRITTEN WORK

TEACHER: AUTHOR:

CARACAS; JUNE 2018

table of content

Introduction.............................................................................................................................. 3
Article ....................................................................................................................................... 4
The industrial market ............................................................................................................. 5
Coffee processing .............................................................................................................. 5
Market segmentation ......................................................................................................... 6
Type of customer................................................................................................................ 6
Marketing mix of Nescafe ..................................................................................................... 7
Product................................................................................................................................. 7
Public. .................................................................................................................................. 7
Price. .................................................................................................................................... 7
Place. ................................................................................................................................... 7
Promotion. ........................................................................................................................... 7
Translation ............................................................................................................................... 7
Reference Bibliography ....................................................................................................... 11
 Introduction
Nestle is the parent company of Nescafe and it is one of the most
successful companies in the world and is well known for offering a variety of
products, one of them being Nescafe. Nescafe has developed a lot over the
years and is touted as the market leader in the instant coffee industry.

Over at our factories in Malaysia, our profilers, the experts that are
trained to taste coffee will then determine the nuances and differences of a
particular coffee blend and analyze the coffee based on appearance, aroma,
body and flavor by smelling and then slurping the coffee. Also, coffee is
tasted at various temperatures to discover all the complexities of the blend or
bean.
Article

In celebrating its 75th anniversary, Nestle has launched the “Nescafe

celebrates 75 years and counting” campaign that consists of multi-channel
marketing and communications, as well as in-store promotions and
activations where consumers can take home limited-edition Nescafe
collectables.

The campaign also comprises advertisements on radio, print and out-

of-home billboards and a Facebook app which will be launched later this
month.

The two-month campaign, which runs until May 2013, is aimed to

engage with consumers to build stronger brand bonding and ultimately to
increase sales.

“It’s about getting our consumers to reminisce the brand’s heritage but also to
remind them that we are constantly improving and renovating to stay
relevant,” said Cyndi Chin, brand manager, Nescafe Classic and Nescafe
Gold.

In Malaysia, Nescafe is the market leader in the coffee industry,

holding 53% of the market share.

“Today, Nescafe is positioned as one of the world’s favourite drinks, and is

present and relevant across multiple geographies, channels and coffee
cultures,” Alois Hofbauer, managing director of Nestlé Malaysia, said, adding
that more than 6 million cups of Nescafe are consumed daily by Malaysians.
Key Nescafe products in Malaysia are the Nescafe Classic and Nescafe 3-in-
1 variants, which holds 70% market share of the ready-to-drink industry.

For this campaign, creative was executed by Publicis, media by

Mindshare, public relations by Westcoast Public Relations, in-store activation
and digital by MediaCliQ.

The industrial market

Nescafe's industrial market is the Agricultural Market because it
collects, stored and classifies coffee.

Coffee processing
1) Sowing.
2) Harvest.
3) Separate the grain from the outer shell of the berry.
4) Export.
5) Blend.
6) Toast.
7) Mill.
8) Infusion and drying.
9) Packed and shipped to the stores.
Market segmentation

Type of customer.
 Preferences: They like coffee.
 Customs and habits: people who like to drink coffee at any time of day,
which work and need an impulse to stay awake and active.
 Age: 20 years and up.
 gender: female and male
 Nationality: Malaysia.
 Geographical location: Nestlé Products Sdn Bhd 22-1, 22nd Floor,
Menara Surian 47810 Petaling Jaya
Marketing mix of Nescafe

Product.
NESCAFÉ Latte Coconut. The exotic aroma and creamy texture of
fresh coconut and the excellent flavour of coffee gives NESCAFÉ Latte
Coconut a rather enticing and distinctive taste.

 Not bitter, creamy with the right balance of coffee

 Deliciously aromatic with coconut flavour
 Made with a blend of high quality coffee beans, creamer and sugar
 Enjoy it in the comfort of your own home
 Convenient single-serve sachets

Public.
It is aimed at people who like sweet coffee and coconut flavour.

Price.
The price for NESCAFÉ Latte Coconut would be 50 ringgit.

Place.
Cafeterias, supermarkets, grocery stores, candy stores, bakeries,
among others.

Promotion.
Posters, commercials and social media advertising.

Translation
En la celebración de su 75 º aniversario, Nestlé ha puesto en marcha
la campaña "Nescafé celebra 75 años y contando" que consiste en varios
canales marketing y comunicaciones, así como promociones en tienda y
activaciones donde los consumidores pueden llevar a casa coleccionables de
Nescafe de edición limitada.
 La campaña también incluye anuncios en radio, vallas publicitarias,
vallas publicitarias e impreso fuera de casa y una aplicación de Facebook
que se lanzará más adelante este mes.

La campaña de dos meses, que se prolongará hasta mayo de 2013,

pretende comprometerse con los consumidores para construir más fuerte
vinculación de la marca y en última instancia para aumentar las ventas.

"Se trata de que nuestros consumidores recuerden el patrimonio de la

marca pero también para recordarles que constantemente estamos
mejorando y renovando para permanecer relevante," dice Cyndi Chin,
Gerente de marca, Nestum y Nescafé oro.

En Malasia, Nescafe es el líder del mercado en la industria del café,

53% de la cuota de mercado.

"Hoy, Nescafé se posiciona como una de las bebidas favoritas del

mundo y está presente y es relevante en múltiples geografías, canales y
cultivos de café," Alois Hofbauer, Gerente de Nestlé de Malasia, dijo,
agregando que más de 6 millones tazas de Nescafe son consumidos
diariamente por los malasios. Productos Nescafe clave en Malasia son el
Nestum y variantes de Nescafe 3 en 1, que tiene 70% del mercado de la
industria listos para beber.

Para esta campaña, el creativo fue ejecutado por Publicis, medios de

comunicación por Mindshare, relaciones públicas relaciones públicas de
Westcoast y activación en la tienda digital de MediaCliQ.

Mercado industrial

El mercado industrial del Nescafé es el agrícola ya que recopila,

almacena y clasifica el café.

Proceso del café

 1) Siembra.
2) Cosecha.
3) Separar el grano de la cáscara externa de la baya.
4) Exportación.
5) Mezclar.
6) Tostar.
7) Moler.
8) Infusión y secado.
9) Embalado y enviado a las tiendas.

Tipo de cliente.

 Preferencias: Les gusta el café.

 Costumbres y los hábitos: personas que les gusta tomar un café a
cualquier hora del día, que trabajan y necesitan un impulso a
permanecer despierto y activo.
 Edad: 20 años y más.
 Género: femenino y masculino
 nacionalidad: Malasia.
 Ubicación geográfica: Nestlé productos Sdn Bhd 22-1, piso 22,
Menara Surian 47810 Petaling Jaya

Marketing mix del Nescafé

Producto.

NESCAFÉ café coco. El exótico aroma y textura cremosa de coco

fresco y el excelente sabor de café le da NESCAFÉ Latte coco un sabor
bastante atractivo y distintivo.

 No amargo, cremoso con el balance correcto de café

 Deliciosamente aromático con sabor de coco
  Hecho con una mezcla de granos de café de alta calidad, crema y
azúcar
 disfrútala en la comodidad de tus propia casa
 sobres convenientes de individuales

Público.

Está dirigido a personas que les gusta el sabor de coco y café dulce.

Precio.

El precio de NESCAFÉ Latte coco sería 50 ringgit.

Lugar.

Cafeterías, supermercados, tiendas de abarrotes, Bombonerías,

panaderías, entre otros.

Promoción.

Carteles, anuncios y publicidad en los medios sociales.

Reference Bibliography

Anonymous. (undated) NESCAFÉ. Recovered in:

https://www.nescafe.com.my/our-world viewed [17/06/2018]

Bhasin H. (2018) Marketing91. Marketing mix of Nescafe. Recovered

in: https://www.marketing91.com/marketing-mix-nescafe/ viewed
[17/06/2018]

Ramli Y. (2013) Marketing. Nescafe celebrates 75th anniversary.

Recovered in: https://www.marketing91.com/marketing-mix-nescafe/ viewed
[17/06/2018]