Nescafe 3 in 1 Marketing Plan

I. Brand: Nescafe 3in1

Product Genre: Beverages

II. The Market/Consumer:

Nescafe's target market are the Filipino people who desires a real taste of coffee combined with brown sugar and is in all types of people in different walks of life. Basically they are averaging two to four cups of coffee a day. The target markets are 16-65 years old, social class B, C and D. They are either an office employee, a manual worker, a student or a plain housewife.

III. SWOT:

 Strengths and Weaknesses

Strengths

 Nescafe offers a wide range of selections; it captured all types of consumers.

 Biggest share of mind - The leading market brand of instant coffee

 Availability in the market is high

 Many variants

 Loyalty of the consumers

 Introduction of Antioxidants

 Supports coffee farmers, through these they are helping Filipinos. Since agriculture is the largest sector in the country, they can gain the response of the farmers.

Weaknesses

 Nescafe is slightly high in price than other brands thus it loses the price-conscious buyers. Price need to be re-evaluated.

 Opportunities and Threats

Opportunities

 Increasing number of night jobs/grave yard shift jobs.

 Longer working hours.

 Higher stress level at work due to Globalization.

 Unaffordable specialty coffees in coffee shops.

 People who are always busy and always on the go.

 People of all ages are more fond of socializing over a cup of coffee.

 Flavored hot and cold coffee drinks are becoming popular.

 Making known to the public its health benefits

 Tie-up with other company/canteen to provide Nescafe

Threats

 Entrants of competitors' new coffee product lines.

 Competitors offer lower price products thus capturing the price conscious market.

 Coffee shops

 Other

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