Nescafe A Marketing Analysis

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Nescafé. A Marketing analysis

Author : Kelvin Cherry
Publisher : GRIN Verlag
ISBN 13 : 365663436X
Total Pages : 17 pages
Book Rating : 4.6/5 (566 download)

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Book Synopsis Nescafé. A Marketing analysis by : Kelvin Cherry

Download or read book Nescafé. A Marketing analysis written by Kelvin Cherry and published by GRIN Verlag. This book was released on 2014-04-10 with total page 17 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, The University of Liverpool, language: English, abstract: Nescafe, being a product of a famous brand nestle have been successful in capturing a high market share of instant coffee. The word Nescafe is actually the portmanteau of two words that are “Nestle” and “café”. Max Mergenthaler along with his team members had worked hard for almost seven years to make coffee powder. On April 1, 1930 for the first time in Switzerland, they succeeded. It was launched in the United States with a brand name known as Taster’s Choice Nescafe. However, the brand name was once again changed and was then known as Nescafe Taster Choice. Marketing structure Marketing strategy Nestle is one of those products that is considered to be people and brand oriented rather than being system oriented. Their marketing strategy is designed in a way that gives importance to the needs and lifestyles of their consumers. The product is of high quality they also try to improve their pricing strategy and distribution networks. Along with all these priorities they are able to generate annual profits (Wentzand Newbery, 2010).

Fundamentals of Marketing Research

Author : Scott M. Smith
Publisher : SAGE
ISBN 13 : 9780761988526
Total Pages : 910 pages
Book Rating : 4.9/5 (885 download)

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Book Synopsis Fundamentals of Marketing Research by : Scott M. Smith

Download or read book Fundamentals of Marketing Research written by Scott M. Smith and published by SAGE. This book was released on 2005 with total page 910 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fundamentals of Marketing Research covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It contains a wealth of modern methods and techniques not found in competing texts; provides numerous illustrative cases at the end of each section; integrates international marketing research throughout instead of placing it in a separate chapter; has a full chapter devoted to the essential topic of online research.

Using Qualitative Research in Advertising

Author : Margaret A. Morrison
Publisher : SAGE
ISBN 13 : 1412987245
Total Pages : 241 pages
Book Rating : 4.4/5 (129 download)

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Book Synopsis Using Qualitative Research in Advertising by : Margaret A. Morrison

Download or read book Using Qualitative Research in Advertising written by Margaret A. Morrison and published by SAGE. This book was released on 2011-10-31 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach created for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.

Nestlé. Strategic marketing management

Author : Kelvin Cherry
Publisher : GRIN Verlag
ISBN 13 : 3656634777
Total Pages : 16 pages
Book Rating : 4.6/5 (566 download)

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Book Synopsis Nestlé. Strategic marketing management by : Kelvin Cherry

Download or read book Nestlé. Strategic marketing management written by Kelvin Cherry and published by GRIN Verlag. This book was released on 2014-04-11 with total page 16 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, The University of Liverpool, language: English, abstract: In this assignment there is a discussion of strategic marketing management that how it plays an important role. Strategic marketing tools are essential to play game; there are different strategies and techniques of marketing. There is a best fit relation between corporate strategy and marketing strategy. There is a discussion of different analysis model for the positioning and growth. Nestle has been used an example of strategic marketing management because of its standard and leadership in food industry (...) Marketing is a game and there are strategic tools which are needed for playing the game between buyers and sellers where they exchange values for the satisfaction which results in profitability.

Starbucks. Evolution of the Company's Marketing Plan

Author : Fotini Mastroianni
Publisher : GRIN Verlag
ISBN 13 : 3668353387
Total Pages : 19 pages
Book Rating : 4.6/5 (683 download)

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Book Synopsis Starbucks. Evolution of the Company's Marketing Plan by : Fotini Mastroianni

Download or read book Starbucks. Evolution of the Company's Marketing Plan written by Fotini Mastroianni and published by GRIN Verlag. This book was released on 2016-11-29 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, , course: Marketing, language: English, abstract: Starbucks is known for the qualitative variety of its products, the exclusive and friendly environment, the helpful and very polite personnel, the information and training on the products and the participation of management in building relationships with customers. Starbucks offers more than 16 blends and types of coffee made of coffee beans Arabica, a large variety of beverages prepared instantly, teas, freshly baked pastries, chocolates, savoury delicacies, sandwiches, salads, etc. Also, at Starbucks a customer can buy coffee specialty products such as coffee machines espresso, coffee grinding machines, mugs and other items related to coffee and tea and CDs, which are original proposal gifts. Despite this wide array of products, Starbucks founder Howard Schultz, in February 2007, decided to close 600 Starbucks stores. This paper examines several reasons that may be advanced for the company's decline, concluding that it would not have happened if Starbucks had stayed in their original form of combining the exclusive cafe with the friendly atmosphere and staff, and above all, good quality coffee. The paper then goes on to explore the changes that the company has made in its marketing strategy since the decline in 2007 as well as the risks and potential benefits from competition, such as best practice examples of marketing in other countries, specifically in Greece.

International Marketing

Author : Sak Onkvisit
Publisher : John Wiley & Sons
ISBN 13 : 9780415311335
Total Pages : 692 pages
Book Rating : 4.3/5 (113 download)

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Book Synopsis International Marketing by : Sak Onkvisit

Download or read book International Marketing written by Sak Onkvisit and published by John Wiley & Sons. This book was released on 2004 with total page 692 pages. Available in PDF, EPUB and Kindle. Book excerpt: The main aim of International Marketing, is to provide solid foundations that are useful for explanation, prediction and control of international business activities.

Marketing Analytics Practitioner's Guide, The - Volume 1: Brand And Consumer

Author : Ashok Charan
Publisher : World Scientific
ISBN 13 : 9811275084
Total Pages : 340 pages
Book Rating : 4.8/5 (112 download)

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Book Synopsis Marketing Analytics Practitioner's Guide, The - Volume 1: Brand And Consumer by : Ashok Charan

Download or read book Marketing Analytics Practitioner's Guide, The - Volume 1: Brand And Consumer written by Ashok Charan and published by World Scientific. This book was released on 2023-09-13 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume I is focused on Brand and Consumer. Part I of this volume is dedicated to understanding the concepts and methods of brand sensing and brand equity. It delves into the analytic techniques used to track and profile brand image, and explains the key components of brand equity, how to measure it, and what factors drive it. It provides readers with a comprehensive framework for measuring and understanding brand equity and the tools to pursue its growth.Part II of this volume focuses on understanding consumers through qualitative and quantitative research methods, segmentation, customer satisfaction, customer value management, consumer panels, consumer analytics and big data. The volume covers the analytic tools used to extract insights from consumer transactions, which are becoming increasingly important in today's data-driven world. It also covers the use of consumer analytics and big data specifically within consumer markets.

Market Study about Coffee

Author : Daniel Hess
Publisher : GRIN Verlag
ISBN 13 : 363829224X
Total Pages : 34 pages
Book Rating : 4.6/5 (382 download)

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Book Synopsis Market Study about Coffee by : Daniel Hess

Download or read book Market Study about Coffee written by Daniel Hess and published by GRIN Verlag. This book was released on 2004-07-15 with total page 34 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A plus; 0,7, Budapest Business School (Marketing Departement), course: Marketing Research, language: English, abstract: Our challenge was to introduce a coffee brand into the Hungarian Market called “all continents”. This coffee is for a young target group who like experience connected with a Hungarian image. During our research the following question: Will this launch succeed in the market that we have chosen? Therefore, we focused on the existing Hungarian coffee market; it`s consumers, drinking habits and competitors. To study this we used secondary research, a focus group interview and prepared a questionnaire. Firstly, we focused on the consumers. Coffee is a popular product and very frequently consumed in Hungary. The overall consumption of coffee is increasing as well, especially young people tend to buy more coffee. Furthermore, the consumption of this group is still growing. Secondly, we looked at the drinking habits. Our target group especially liked mixtures and there is willingness in their attitude towards trying new things. Also, they use coffee not only for the functional reason to wake up, but also for social reasons and having fun. Thirdly, we have looked at our competitors. Nescafe represents the spirit of youth by offering specialties. Segafredo is well known for its dynamism and strength. Tchibo is the brand that is lively and well known worldwide. Jacobs stands for the harmony of with variety of flavors. Douwe Egberts has a static image. Omnia is the virtue but is also less dynamic. Julius Meinl represents just quality but in a static way. Now we will try to give advise for the launch. There are good reasons, why the introduction of “all continents” could be successful. As we just explained, that young people are an important, increasing target group and the drinking habits are on the way to change, or are already changing. People want to try new things and drink coffee for a variety of reasons. Furthermore, we see a lack in the positioning image of the existing competitors. Nescafe is for young, experiential people, but it is not Hungarian. Brands with a Hungarian image are Douwe Egberts and Omnia. But their images have gone out of fashion and our target group did not like them. In conclusion, there is no brand, which has the image of a Hungarian brand for young, experiential people. In addition to our research we recommend to consider the analyze of the three remaining P ́s: price, place and promotion.

Marketing Analytics: A Practitioner's Guide To Marketing Analytics And Research Methods

Author : Ashok Charan
Publisher : World Scientific Publishing Company
ISBN 13 : 9814641383
Total Pages : 720 pages
Book Rating : 4.8/5 (146 download)

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Book Synopsis Marketing Analytics: A Practitioner's Guide To Marketing Analytics And Research Methods by : Ashok Charan

Download or read book Marketing Analytics: A Practitioner's Guide To Marketing Analytics And Research Methods written by Ashok Charan and published by World Scientific Publishing Company. This book was released on 2015-05-20 with total page 720 pages. Available in PDF, EPUB and Kindle. Book excerpt: The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers.At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable.Anchored in this age of transformations, Marketing Analytics is a practitioner's guide to marketing management in the 21st century. The text devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. Written by a marketing veteran, it is intended to guide marketers as they craft market strategies, and execute their day to day tasks.

Marketing Research

Author : Steve D'Alessandro
Publisher : Cengage AU
ISBN 13 : 0170438961
Total Pages : 650 pages
Book Rating : 4.1/5 (74 download)

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Book Synopsis Marketing Research by : Steve D'Alessandro

Download or read book Marketing Research written by Steve D'Alessandro and published by Cengage AU. This book was released on 2020-06-18 with total page 650 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Research, 5e equips students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text. Using local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. For analysing data, the text covers both SPSS and Excel outputs. This text is indispensable for students studying marketing research in any business or marketing course. Premium online teaching and learning tools are available on the MindTap platform. Learn more about the online tools cengage.com.au/mindtap

International Marketing Strategy

Author : Isobel Doole
Publisher : Cengage Learning
ISBN 13 :
Total Pages : 488 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis International Marketing Strategy by : Isobel Doole

Download or read book International Marketing Strategy written by Isobel Doole and published by Cengage Learning. This book was released on 2001 with total page 488 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text looks at context, techniques and strategies involved in successful international marketing. It sets out to provide a good balance of the theory and implementation behind international marketing.

EBOOK: MARKETING RESEARCH

Author : CHISNALL
Publisher : McGraw Hill
ISBN 13 : 0077130650
Total Pages : 578 pages
Book Rating : 4.0/5 (771 download)

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Book Synopsis EBOOK: MARKETING RESEARCH by : CHISNALL

Download or read book EBOOK: MARKETING RESEARCH written by CHISNALL and published by McGraw Hill. This book was released on 2004-11-16 with total page 578 pages. Available in PDF, EPUB and Kindle. Book excerpt: EBOOK: MARKETING RESEARCH

How to Use Advertising to Build Strong Brands

Author : John Philip Jones
Publisher : SAGE
ISBN 13 : 9780761912439
Total Pages : 408 pages
Book Rating : 4.9/5 (124 download)

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Book Synopsis How to Use Advertising to Build Strong Brands by : John Philip Jones

Download or read book How to Use Advertising to Build Strong Brands written by John Philip Jones and published by SAGE. This book was released on 1999-07-13 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.

Business Model Generation

Author : Alexander Osterwalder
Publisher : John Wiley & Sons
ISBN 13 : 1118656407
Total Pages : 295 pages
Book Rating : 4.1/5 (186 download)

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Book Synopsis Business Model Generation by : Alexander Osterwalder

Download or read book Business Model Generation written by Alexander Osterwalder and published by John Wiley & Sons. This book was released on 2013-02-01 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business Model Generation is a handbook for visionaries, game changers, and challengers striving to defy outmoded business models and design tomorrow's enterprises. If your organization needs to adapt to harsh new realities, but you don't yet have a strategy that will get you out in front of your competitors, you need Business Model Generation. Co-created by 470 "Business Model Canvas" practitioners from 45 countries, the book features a beautiful, highly visual, 4-color design that takes powerful strategic ideas and tools, and makes them easy to implement in your organization. It explains the most common Business Model patterns, based on concepts from leading business thinkers, and helps you reinterpret them for your own context. You will learn how to systematically understand, design, and implement a game-changing business model--or analyze and renovate an old one. Along the way, you'll understand at a much deeper level your customers, distribution channels, partners, revenue streams, costs, and your core value proposition. Business Model Generation features practical innovation techniques used today by leading consultants and companies worldwide, including 3M, Ericsson, Capgemini, Deloitte, and others. Designed for doers, it is for those ready to abandon outmoded thinking and embrace new models of value creation: for executives, consultants, entrepreneurs, and leaders of all organizations. If you're ready to change the rules, you belong to "the business model generation!"

Marketing Research Methods

Author : Mercedes Esteban-Bravo
Publisher : Cambridge University Press
ISBN 13 : 1108834981
Total Pages : 883 pages
Book Rating : 4.1/5 (88 download)

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Book Synopsis Marketing Research Methods by : Mercedes Esteban-Bravo

Download or read book Marketing Research Methods written by Mercedes Esteban-Bravo and published by Cambridge University Press. This book was released on 2021-01-28 with total page 883 pages. Available in PDF, EPUB and Kindle. Book excerpt: Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.

Research on Market Development Strategy in Africa. A Case Study of Nestle Nigeria PLC

Author : Alice Enama
Publisher : GRIN Verlag
ISBN 13 : 3668516839
Total Pages : 85 pages
Book Rating : 4.6/5 (685 download)

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Book Synopsis Research on Market Development Strategy in Africa. A Case Study of Nestle Nigeria PLC by : Alice Enama

Download or read book Research on Market Development Strategy in Africa. A Case Study of Nestle Nigeria PLC written by Alice Enama and published by GRIN Verlag. This book was released on 2017-09-04 with total page 85 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,5, , language: English, abstract: Due to the harsh situation that exists in Africa - such as diseases, social uprising, ethnic war, serious unemployment - and with its 54 countries with different growth rates, infrastructure, trade agreement, tax regulations, different consumer patterns, culture and level of technological, it appears difficult to conduct a profitable business there. Companies wanting to survive and succeed in such challenging environment need to build their core competitive and develop their own unique development strategy. The company's strategy is vital for all companies, deciding the sustainable development of the enterprise. Based on a case study of Nestle Company in Nigeria, this paper focuses on the development strategy of the African market development strategy for the African research. First of all, on the basis of the research background and significance, the external development environment of the Company in Nigeria has been studied, through the applied management theory of strategic management, marketing, management economics, the PESTEL analysis method and the Porter’s five forces model. From the internal resources and ability of Nestle Nigeria Plc, this paper expounds the internal conditions of the company. Afterwards, the opportunities, threats, advantages and disadvantages of the company will be explored via a SWOT analysis. At the end, the factors of Nestlé’s success in Africa will be studied in depth, its key success in Nigeria explained and some strategies for the development of other companies in Africa enumerated in order to provide some guidance and valuable suggestions for those companies.

Strategic Advertising Management

Author : Richard Rosenbaum-Elliott
Publisher :
ISBN 13 : 0198835612
Total Pages : 498 pages
Book Rating : 4.1/5 (988 download)

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Book Synopsis Strategic Advertising Management by : Richard Rosenbaum-Elliott

Download or read book Strategic Advertising Management written by Richard Rosenbaum-Elliott and published by . This book was released on 2020-12-25 with total page 498 pages. Available in PDF, EPUB and Kindle. Book excerpt: With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.