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No doubt, Nescafe as part of
Nestle Multinational Company is one of the coffee brands that are well known to
the world, having numerous loyal customers worldwide. Coffee has the
distinction of being the second-most traded commodity in the world, and competitions
for this particular commodity around the world are truly high. Currently,
Nescafe is holding upon 56% of market share for instant coffee category
worldwide, yet the rivalry faced by them are not the easy ones. In this case,
proper STP (Segmenting, Targeting and Positioning) needs to be planned in order
to avoid rivalry products to take up their current position.
In specificity, the segmentation
of Nescafe is more towards youths with the age of 16-24 years old, with a
global campaign done for around $30 million spent. In obvious, the targets from
those segments are the coffee drinkers, where the campaigns are mostly focused
more on. However, as Nescafe is a global coffee brand, each country is provided
with different campaigns and target markets as to satisfy the culture and behavior
of each. For the positioning point of view, every taste has its own given. For instance
Nescafe Cappuccino as an example, it is positioned as ‘A true Café’ by several
customers and from the company itself. All these are created based on the
experience that the customers feel and on how the company wants the customers
to feel about the product.
This case study explains that the
need of proper plan and setting of a product or service’s STP should be
focused, especially if the product or service has a high number of competitions
in the market place. Each aspect needs to be seen carefully as each plays a
very important part in the success of the product or service. For this,
professional marketers and researchers are always recommended to support the process.
Case: http://mystery-news24.blogspot.com/2013/06/term-paper-on-segmenting-targeting-and.html
Case: http://mystery-news24.blogspot.com/2013/06/term-paper-on-segmenting-targeting-and.html
For more details on Applied Selling, please contact:
KIRTI PARKASH
+62 21 8378 3288
kirti.parkash@frontlinerinc.com
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