Business Marketing
Planning
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1. Marketing Plan Executive Summary Nescafe has been in the business marketing for a very long time and over the time they have made a position in the market and also in the minds of the people. In the current times, the situation is such that the products that the company offers in the market are very well accepted by the people if the management of the company makes sure that they have the right means to convey their product to the people and then sell it. In this report there will be a detailed plan for the new product Nescafe Gold Original Coffee 100gm.
Product Introduction – Nescafe Gold Original Coffee 100gm Nescafe Gold Original Coffee 100gm is the new product that the company is about to offer in the market and the promoting factor of this product is that it is the highest quality of coffee that has ever been offered in the market by the company of Nescafe. The raw material www.ozassignmenthelp.com.au
which are coffee beans are imported from Ghana and are processed under different and high process processing and quality tests to make sure that there are no problems in the product and it will give a desired satisfy to the people who purchase the product based on the name Nescafe. Situational Analysis Porters 5 Forces Industry rivalry is the competition that is there for Nescafe with other companies of the coffee market like Starbucks, nestle etc to sell their products. Threat of substitute is again from the competitors industry as their product can replace the products of Nescafe if the company is not careful enough. Potential entrants are the new companies like the cafĂŠ coffee day that offer coffee related products to the people to chose from. Power buyer is the purchasing power of the people of the market to buy the new product Nescafe Gold Original Coffee 100gm. The supply power is the ability of the company to keep up with the demands that they will get for Nescafe Gold Original Coffee 100gm. SWOT Analysis on the coffee market
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Strength of the company of Nescafe lies in the quality of the products that they offer to the people and also in their market image and market value. Weakness is that they do not have the right means in the working of the company to sell the products that they are offering to the people in the business market. Opportunities that Nescafe has for Nescafe Gold Original Coffee 100gm is that they can go international with the product and expand their area of operations. Threats are the new companies that enter the coffee market to expand the choice for the people to select their final choice of purchasing coffee products.
PESTLE Analysis Political factor are the laws and rules of the country made by the government in which the new product is offered.
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Environmental factor is that the company will have to ensure that the resources of the nature are not harmed or exhausted. Social factor is that the people of the society are given the right message by the company. Technological factors are the means that the company will use for the production process of the Nescafe Gold Original Coffee 100gm. Legal factor is that the company will have to make sure that they have all the required patents and trademarks. Economic factor is the purchasing ability of the people of the people in the country in which the product is offered.
Product Life cycle The life cycle of the new product is Nescafe Gold Original Coffee 100gm is going to be comparatively longer than the average coffee www.ozassignmenthelp.com.au
products of the company because of the quality of the raw materials that are used and also the production process so the life cycle will be around one year. Legal and Ethic requirements The legal requirement of the product will be to secure all the patents and trademark of the production process and raw material and as far as the ethical issues are concerned the company will have to ensure that they safeguard the interest of all the company stakeholders. Distribution channels The distribution channel for Nescafe Gold Original Coffee 100gm can be the company outlets that are there in different parts of the country and they can also have a tie up with the grocery and daily needs stores to shelf the product for a certain percentage of sales that they make. Marketing Objectives To give all the relevant information and selling points to the people who could be the potential buyers of the company to influence them. To make sure that the masses of the country are aware of the offering of the product and are curious for trying it.
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To have such means that they can reach out to the maximum amount of people and also the time and money of the company. To make sure that the means that they are using for marketing are safe and authenticated for the image of the company in the market. Target Markets Primary The primary target market for the Nescafe Gold Original Coffee 100gm will be the middle aged business executives who need high amount of caffeine during the day as they are ones who generate the maximum amount of sales for the company and for all the coffee related products that they offer. Secondary The secondary target for the company for the new Nescafe Gold Original Coffee 100gm would be the college going people as they are the younger crowd of the market who are fond of the products that are coffee related and they can generate a decent amount of sale. Pricing strategy Pricing is one thing that has to be very carefully planned by the company if they want to make sure that the product that they are www.ozassignmenthelp.com.au
launching in the market will go a long way for the company and as far as the new product of Nescafe Gold Original Coffee 100gm is concerned, then the pricing in the initial stage should be set at bare minimum profit to give the product some time to settle in the market. Once this has been done then the company can increase their profit level by increasing the price of the product in the market. Strategies The strategy for making sure that the marketing objectives that has been set by the company for Nescafe Gold Original Coffee 100gm is going to be a success is to select the latest means of marketing that are there in the business market and the best part about them is that they are all technology based so it is going to be a onetime investment for the company but the results that they are going to get from them are going to last for a very long time. The methods include promotion and marketing through social networking and other internet methods.
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Implementation of each strategy The method that the company of Nescafe should follow to make sure that they marketing plan for Nescafe Gold Original Coffee 100gm is carried out for the success rate set by the management is that first they should research the market and find out the best means that are there in the market for the process of marketing and when this has been done then the management of the company will have the arrange the resources that will be required to acquire the means that are needed to market and promote the product in the best manner. Time line for a 6 month period
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The first 6 months of a new project is a very crucial time for the company in the market as it is the time in which the product makes a place in the market and in the minds of the people and this is the time that the company has to use to come up with the best possible marketing and promotion methods that they can manage so that they can get the maximum leverage for the new product. The same has to be done by the management of company Nescafe for the new product Nescafe Gold Original Coffee 100gm. Measurement of marketing campaign Evaluation and the measurement of the marketing plan is also very important step that has to be taken by a company since it tells them where they stand in the market and same is the case for the company of Nescafe as well for the new Nescafe Gold Original Coffee 100gm. They can analyze the sales figures of the product that they get post the implementation plan and they can also keep in mind the market value of the company once they have fully get the product in the market and these steps will a good way for measurement of success. Website: www.ozassignmenthelp.com.au Contact No. +61-450 214 312 Mail: help@ozassignmenthelp.com.au www.ozassignmenthelp.com.au