Nestle Marketing Plan Essay Example

Pulilan (Bulacan), with plans to establish another factory in Tanauan Batangas.

Nestle pioneered the AIJV (ASEAN Industrial Joint Venture) program in 1991, with a focus on complementing regional production. As part of this initiative, Nestle produced breakfast cereals at the Nestle Lipa Factory for export to ASEAN markets. Currently, there are three Nestle factories in the Philippines - Lipa, Cabuyao, and Cagayan de Oro - which serve as ASEAN Supply Centers to meet regional market demands. In 1998, Nestle Philippines became a wholly owned subsidiary of Nestle S.A. after acquiring all of San Miguel Corporation's equity shareholding in the Company.

Today, Nestle's mission is to nurture Filipino families by producing and marketing various products under well-known brands such as NESCAFE, NIDO, MILO, NESTEA, MAGGI, BEAR BRAND, NESTLE, and PURINA. The company offers a wide range of products including coffee, milk, beverages (including non-dairy creamer), food items like infant nutrition and confectionery products; ice cream and chilled dairy products; breakfast cereals; as well as pet-care items.

The brand name Nescafe was first introduced in Switzerland on April 1st by combining "Nestle" and "cafe". However, its success in Europe was hindered by World War II. Nonetheless,Nescafe quickly expanded its exportation to France , Great Britain ,and USA territories.It should be noted that long-term success for any company lies in creating value not only for shareholders but also for society as a whole.

Source: http://nestle.com/h/AboutUs/Pages/History.aspxOur approach to this is called Creating Shared Value, which is not just a type of philanthropy or an extra option, but a vital part of our overall business strategy.

NESCAFE, the world's top coffee brand, had sales over CHF 10 billion in 2009 and witnesses approximately 4,600 cups

consumed per second. It is now evident that it is vital to maintain and improve this strategy despite facing economic, social, and environmental challenges such as diversifying developing economies, aging coffee farmers, and competition for land and water resources. Nevertheless, we remain committed to finding solutions.

One of our key advantages is our brand, which is currently the leading coffee brand in the world, NESCAFE. With our extensive heritage, size, expertise, dedicated people, and unwavering passion, we not only have significant responsibilities but also possess the ability to drive change. Our objective is to satisfy current needs while ensuring the future generations' ability to fulfill their own needs. In the upcoming five years (2011-15), we plan to double the quantity of NESCAFE coffee acquired directly from farmers and their associations. This means we will be purchasing 180,000 tonnes of coffee from approximately 170,000 farmers.

Thanks to the support of Rainforest Alliance and 4C, all directly purchased green coffee will meet the internationally recognized 4C sustainability standards by 2015. Additionally, by 2020, we will ensure that 90,000 tons of NESCAFE coffee are sourced in accordance with Rainforest Alliance (SAN) principles. Our commitment extends beyond sourcing methods, as we will expand our technical assistance programs for farmers, offering guidance on farming and post-harvest practices to over ten thousand coffee farmers annually. Furthermore, we will establish new microfinance schemes for coffee farmers and increase the number of community projects focused on education, public health, and water supply.

According to our ambition statement, our goal for 2020 is to distribute 220 million coffee plantlets that are high-yielding and resistant to diseases. To achieve this, we will collaborate with public and private institutions

in several countries including Mexico, Thailand, Indonesia, and the Philippines. In the past decade, we have already distributed over 16 million coffee plantlets. [Source: http://www.nescafe.com.ph/our_ambition_en_ph.axcms?ActiveID=1631]

NESCAFE remains the dominant brand in the market when considering competitive situation. It holds a significant lead in market share with 2.8 compared to its closest competitor's 0.46. Moreover, NESCAFE leads in brand loyalty and awareness as all respondents are aware of the product and many mention it first. NESCAFE also ranks highest across five attributes of brand rating. The main competition comes from San Miguel Corporation. Both NESCAFE and San Miguel coffee products have a strong presence in supermarket stalls with dedicated space for their various coffee variants.
[Source: http://en.wikipedia.org/wiki/Nescaf%C3%A9]

Kopiko, Cafe Puro, and Great Taste Coffee are all contenders in the social worker department, but Kopiko stands out due to its lower price. Nescafe, however, remains the leading brand for several reasons. One major factor is its wide range of variants, which appeals to different types of customers and expands its market share. Additionally, Nescafe dominates in terms of multimedia exposure, with extensive advertising across television, newspapers, billboards, and more. The use of celebrity endorsers further helps to make Nescafe's advertisements memorable for people.

This text emphasizes the factors that contribute to Nescafe's brand awareness and credibility. Additionally, it discusses opportunities and threats to its market presence. The text also highlights the strengths and weaknesses of Nescafe as a coffee brand. Lastly, the text mentions Nestle's goals and objectives in creating shared value through the production of quality food and beverages. Source: http://www.nescafe.com.ph/our_ambition_en_ph.axcms?ActiveID=1631 SWOT Matrix Opportunities include promoting the health benefits of Nescafe, forming partnerships with other companies or canteens, raising awareness

about specialty coffees, and expanding the coffee market. Threats consist of sluggish prospects in developed markets, rising costs, and competition from non-coffee hot drinks. Strengths of Nescafe include top-of-mind awareness among Filipinos, strong presence in international markets, wide availability, numerous variants, consumer loyalty, and support for coffee farmers. Weaknesses encompass higher prices compared to other brands, a focus on caffeine-based products, and a growing bias towards low-margin products. Sources: http://answers.yahoo.com/question/index?qid=20090331024854AAQ6Jx9 http://reviewessays.om/print/Nescafe/44.html Goals and Objectives Our company Nestle believes in Creating Shared Value by caring for people's well-being and the environment through quality food and beverages. This belief is integral to our mission of improving the quality of life everywhere.At Nestle, our dedication to providing delicious and reliable products is inseparable from our deep regard for the environment and the individuals we collaborate with. This includes the farmers who source our ingredients, our employees, our consumers, and the communities we operate in. Quality is of utmost importance to us at Nestle.