Nescafe Group Assignment
Nescafe Instant Coffee Brand
Table of Contents
Executive Summary 1
1 Introduction 2
2 4P analysis 3
2.1 Product strategies 3
2.2 Place strategies 4
2.3 Pricing strategy 6
2.4 Promotion Strategy 8
2.4.1 Nescafe 8
2.4.2 Moccona vs Robert Timm 9
3 Recommendations 11
3.1 Improve Market Share Strategies 11
3.2 Competitive advantage 12
4 Conclusion 14
Reference List 15
Executive Summary
This report provides the marketing techniques of Australia instant coffee Market by Nescafé to stay competitive against industry giant subsidiaries --- Moccona, and local instant coffee --- Robert Timms. Based on the marketing mix strategy, this report provides the analysis and evaluation of 4P (Product, Place, Price, Promotion) of Nescafé compare with the Moccona and Robert Timms. All these four elements are aimed to provide better product for customers to meet their needs and achieve more profit for companies. In order to help Nescafé increase the market share in Australia instant coffee market, this report also provides recommendations for Nescafé to improve its product to meet customers’ needs, tailoring its service to attract more loyal customers and retaining its competitive advantages in the industry.
1 Introduction
Nescafe is a brand of instant coffee created by Nestle Company. According to the research, Nescafe has already dominated the Australia instant coffee market with high quality and low price (‘Nescafe Instant Coffee for 1-in-4 Australians’, 2011), allowing people to have a cup of good quality Nescafé instant coffee at home for less than one dollar. Because of instant coffee’s advantages (convenient, cheap, full of personality), drink coffee at home has already become a new coffee culture (Morris, 2013). There are 41% of Australians who will purchase instant coffee every month and 24% of them will purchase Nescafé (‘Nescafe Instant Coffee for 1-in-4 Australians’, 2011). Moccona is one of the biggest competitors of Nescafe, with
Table of Contents
Executive Summary 1
1 Introduction 2
2 4P analysis 3
2.1 Product strategies 3
2.2 Place strategies 4
2.3 Pricing strategy 6
2.4 Promotion Strategy 8
2.4.1 Nescafe 8
2.4.2 Moccona vs Robert Timm 9
3 Recommendations 11
3.1 Improve Market Share Strategies 11
3.2 Competitive advantage 12
4 Conclusion 14
Reference List 15
Executive Summary
This report provides the marketing techniques of Australia instant coffee Market by Nescafé to stay competitive against industry giant subsidiaries --- Moccona, and local instant coffee --- Robert Timms. Based on the marketing mix strategy, this report provides the analysis and evaluation of 4P (Product, Place, Price, Promotion) of Nescafé compare with the Moccona and Robert Timms. All these four elements are aimed to provide better product for customers to meet their needs and achieve more profit for companies. In order to help Nescafé increase the market share in Australia instant coffee market, this report also provides recommendations for Nescafé to improve its product to meet customers’ needs, tailoring its service to attract more loyal customers and retaining its competitive advantages in the industry.
1 Introduction
Nescafe is a brand of instant coffee created by Nestle Company. According to the research, Nescafe has already dominated the Australia instant coffee market with high quality and low price (‘Nescafe Instant Coffee for 1-in-4 Australians’, 2011), allowing people to have a cup of good quality Nescafé instant coffee at home for less than one dollar. Because of instant coffee’s advantages (convenient, cheap, full of personality), drink coffee at home has already become a new coffee culture (Morris, 2013). There are 41% of Australians who will purchase instant coffee every month and 24% of them will purchase Nescafé (‘Nescafe Instant Coffee for 1-in-4 Australians’, 2011). Moccona is one of the biggest competitors of Nescafe, with