Marketing Plan 2007 for NESCAF Coffee (Nestle) Assignment

Marketing Plan 2007 for NESCAF Coffee (Nestle) - Assignment Example In 1996, Nescafe Kenjara was added to the range. (Nestle, UK) External Marketing Audit: In 1939 Nescafe was introduced in Britain and coffee production started at the Hayes factory. In 1954 Nescafe was made with 100% coffee. The company's technology in 1964 helped it to retain the coffee aroma in Nescafe. Nescafe Original decaf was launched in 1998, and today there is a whole range of instant Nescafe coffees available to suit every taste. (Nestle, UK). Nestle has been continuously improving its instant coffees using new technologies and much innovation. It was the first manufacturer in the UK to introduce coffee with a new rich aroma to enhance the coffee flavour. The market: Nescafe has been around for many years since 1937 and for many years it has been the number one instant coffee brand in the UK. Nescafe, of course, has to contend with competition from other brands. One such brand is the Good African Coffee (GAC), formerly known as Rwenzori Finest Coffee. President of Uganda predicted that one day Good African Coffee would become a household brand like "Nescafe". Another competing brand is Kenco Instant Coffee, one of the UK's leading coffee brands. ... During 1962 the company changed its name to the Kenco Coffee Company. Baby Milk Action, which campaigns against the aggressive marketing of baby milk in the Third World, blacklisted Nescafe Partners Blend, produced by Nestlewhose activities in the baby milk market have attracted most opprobrium from such campaign groups. In 2005, Kraft Foods, the world's second biggest food company, predicted that within the next decade, 60% to 80% of the coffee market would be taken up by products with independent certification for fairtrade issues. Ethical marketing: Nestle and its product, Nescafe, have to cope with this fact in their external environment facet of their marketing activities in 2007. Market share: In terms of market share, Nescafe is the nation's default coffee of choice valued at 375m. Internal Marketing Audit: Product development Packaging can be used to help in establishing product differentiation. Marketing Objectives: Generally, the objective of marketing a firm's product is to help the firm achieve its objective of maximising profit. Ethical marketing Marketing mix: One of the important concepts in marketing is that of the marketing mix. A product can be marketed on three levels. The core product is the benefit which the product delivers to customers. It is benefits which customers actually buy and not products, so benefits and not products should be marketed. A product's physical features represent the tangible product, i.e. quality, style, dimensions, packaging etc. This is the second product level on which a marketing strategy may be built. A Marketing technique: Sales of Nescafe have been growing ever since 1938 when Nestle launched the first commercially successful soluble coffee. The Group