Nescafes Global Strategy

Nescafes Global Strategy About Nescafe Nestle, the largest confectionary, nutrition and Food Company in the world. Nescafe is one of its renowned brands in the business of traditional hot and cold energizing solubles like coffee and is available almost in every part of the world in different forms and variants. It was named as one of the top 100 brands of the world by Bloomberg business week (Top 100 Brands of 2008, 2008). Today, its offerings are available in 32 countries including France, China, Canada, Pakistan, India, UK, USA and others(Nescafà ©, 2010). Nescafes Global Strategy Nescafe has build a strong brand equity through the use of aggressive marketing strategies globally. Each country/regions Nescafe forms its own strategy to effectively target its audience and generate sales accordingly for the profitability and growth of the company. It is for this reason that some variants are designed and marketed to cater to the needs of that particular segment of the market.It has been noted that Nescafe as a brand is in a intermediary phase from being an exclusive utilitarian comsuption product when it used to be just an instant coffee to becoming more of a product with hedonic consumption when it started to create and sell different blends in different markets. Each variant has its own specific feature and personality to add value to the brand under the same name.The company aims at providing products to consumers wherever, whenever and however is required. Nescafe focuses on the coffee tradition and its historical value. Nescafes global brand personality can be sincere, down-to-earth, warm and honest and excitement related to friendly, youth and energy however it can be just one of the two mentioned above or a mix of both depending upon the target market and the variation. Target Market, Promotion Strategies and Media Nescafe has different target market for its different variants. In the UK, the target market is young adult consumers aged between 20-35 of middle and upper class who have lived with consumption soft drinks and energy drinks like redbull. To capture that market, Nescafe along with its advertising agency decided on building consumer trust and develop work showing lenghts that Nescafe users will go to stay away from other substitute goods. A 360 degree campaign was designed which was launched with a TVC, billboards, radio ads, posters, magazines, news paper and many other medias. In India, with its different variants, is leveraging to vast consumer base and cateting to all segments of the market. The market has been divided on the basis of geographic regions like North, South, East and West, psychographics and demographics. The strategy however has been to focus on values and low-key market penetration using 360 degree promotion campaign. The Greek market was consuming the traditional Greek Coffee which was served in a tiny cup and with a glass of cold water intended to be drunk first. Nescafe captured this opportunity to grab the market share by introducing its Nescafe Frappe in the Greek Market that change habit of the Greek coffee drinkers. It has been heavily marketed to the target audience aged between 17-30 using clever visuals to show a trendy world of partying and dancing including a stylish living for the younger generation. (Butler, 1988) With a deal with MTV to launch a style campaign for the new generation of consumers aged between 16-24 years old, Nescafe has decided to relaunch the brand with a $30 Million global campaign. Nescafe has been working on targeting its market through the use of interactive youth oriented websites Nescafe Live where consumer will exchange ideas and information regarding images and videos aimed at 16-24 years old consumers of the global market. In Australia, the marketing mix is aimed at targeting diverse market segments of all age groups. For the young adult cafà © culture segment, they offer their range of latte with a sponsoring campaigns like Nescafe Short Film Awards Win the Nescafe Latte Lounge of which teaser and TVCs were created. Also, a website was created for information regarding products, competitions and events. Marketing Communication Agencies Nescafes lead global agencies are McCann Erickson Publicis Mojo while also have MindShare as their global media creative Agency (Jain, 2007). These global agencies have either affliations with local agencies in different countries or have their own subsidaries. Thus, the affliated agencies or the subsidaries become the local agencies of their clients and work with their global partner to create a universal image, perception and equity of the brand. Like the local agency in Sweden for Nescafe is Storakers McCann which is affliated with McCann Erikson while in Pakistan its Orient McErikson. In France, it is Publicis Conseil which has affliation with Publicis Mojo. Importance of Advertising for Nescafe Advertising for Nescafe is important to create positive feeling and attitude of consumers towards the brand which will eventually lead to purchase. Advertising plays a vital part in communicating a competitive advantage and to make consumers feel that the product suits their requirements and has the same personality as theirs. Due to factors like culture and differences in attitudes and behaviors in each country/region that has its own beverage used as stimulant or energizers. Like in some regions its tree and in others its green tea or coffee. Thus, to capture the non-coffee drinking markets, it is essential to aggresively advertise the energizing and stimulating effects of coffee. The red color of the mug is used to emphasize the energy of the drink while red suits to project that state of mind. Nescafe has a very diversified base of consumers belonging to different personalities which have different cultures and tradition and coffee just might not be a part of any of it. It is through advertising that they can create value for customers. For the same reason, Nescafe with the help of local agencies creates offerings based on consumers attitudes, personalities, and behavior and the culture and tradition of that country/region while keeping a broader global brand image, conviction and positioning. If Nescafe just had a global agency responsible for creating and designing products and brands and market them to the global market at large, it would fail to effectively communicate with the customers or to create a competitive advantage in the markets due to the diversified consumer base as needs, attitudes, culture, behaviours and many other factors of consumers choice and preference differ from region to region and coutnry to country. Thus, a balance has to be maintained between the local market perspective and the global outlook as well for the success of the brand and company(Amanda, n.d.). Recommendation To be able to capture and grab the market share of different markets, Nescafe should be associated with the current agencies in order to create offerings using both global and local perspective. However, their promotional strategy should not completely be diverted towards the coffee drinkers of future and should carry out activities for the adults and old-age consumers as well. The use of 360 degree marketing campaigns is a very effective way of reaching out to the target consumers which should be carried on further. Reference: Amanda, (n.d.) The Marketing Mix: How two companies use it to target the Australian Instant Coffee Market, Retrieved on May 19, 2010, from Monash University: http://www.monash.edu.au/lls/llonline/writing/business-economics/marketing/3.2.2.xml Butler, R. (1988). How Nescafe frappe swept the Greek market. Tea Coffee trade Journal . Jain, A. (2007). Nescafe V/S Bru Markeketing . India: www.slideshare.net. Nescafe Tags (10), Retrieved May 19, 2010, from Popsop.com: http://popsop.com/tag/nescafe Nescafà ©. (2010).Coffee People, Retrieved on May 19, 2010 from: www.nescafe.com, Nescafe|Camera Cafà ©|China (2010). Retrieved May 19, 2010, from Media Asia.com: http://www.media.asia/newsarticle/2010_01/NescafeCamera-CafeChina/38482?src=mostpop Nestle India Limited . (2003). Retrieved May 19, 2010, from India Brand Equity Foundation: http://www.ibef.org/download/Nestle.pdf OReilly, D. (2001), Nescafes new campaign is full of beans, Retrieved on May 19, 2010, from The Post.IE: http://archives.tcm.ie/businesspost/2001/09/09/story958990928.asp Saunderson, L, (2001), Nescafe: Interactive Beans , Retrieved on May 19, 2010, from Boards: http://www.boardsmag.com/articles/magazine/20010801/nescafe.html Top 100 Brands of 2008 . (2008). Retrieved May 19, 2010, from Bloomberg Business Week: http://images.businessweek.com/ss/08/09/0918_best_brands/29.htm

Nutrition Workout Log Essay

Did you meet your nutritional goal? Explain why you did or why you did not meet your goal. Yes I met my goal because I only drank one can of soda for dinner in a whole day. Usually I drink about 3 a day, so I’m trying to lower my soda intake everyday. Explain why your nutritional goal is important to maintain health. My nutritional goal is important to maintain good health because the acid is high in soda. I realized that soda eats the inner layer of your stomach and also eats the enamel off your teeth. Did you encounter any challenges as you strived to meet your goal? Yes, It was hard for me to reach my goal because im used to drinking soda multiple times a day. I started drinking more water so it got my mind off of drinking soda. Did pursuing your nutritional goal enhance your physical activity in any way? Why or why not? Yes, when I drank less soda I realized that I wasn’t as tired, and also wasn’t as hungry. When I worked out I had more energy and felt better about myself. Fitness Test Comparison: (worth 20 points) Repeat the body composition fitness test from the Getting Started lesson. Compare your original body composition result (body mass index or BMI) with your current body composition result(body mass index or BMI). Write out your original score and status, along with your current score and status. Original score ___26. 2_______ Current score ___24. 7________ Did your results improve? Why or why not? Yes my results improved since the beginning. I’ve been working out more and eating healthier food to try and make myself better off in the long run. Date Warm-Up Physical Activity Intensity (Light, Medium, or High) Cool-Down Mins 10/17/12 Body stretches Running Medium- High

Kellogs Case Study

The management process is responsible for identifying, anticipating and satisfying customer requirements profitably. ELEMENTS OF PRODUCT Kellogg’s provide a such variety of food, their food is reliable. They are take care of providing a safe and healthy work environment. Their food is good for health as well, which is the main point what makes product valuable to us. Core of product is benefit. Whatever is makes you satisfied is core benefits. Cornflakes is the actual product of kellogg’s, which is exist with the colour, style, branding, fashion, quality.Kellogg’s cornflakes is the most valuable, reliable, and a very popular product which is makes us satisfied to buy it. In order to satisfied core benefits company create a product. Driving product is depending on process marketing. E. g. i buy cup of coffee, augment this cup with selave when it is hot. Augmented element cost money. Augment product is created with the customer care, finance, installation, service, delivery, warranties. Kellogg’s cornflakes is also provide a customer care, it is affordable by every kind of people, we can buy it from every kind of shopping center and its widely available so easy to buy.TYPES OF PRODUCT Convection Kellogg’s is available in every shopping centre it is a breakfast so people buy it regularly and it is low priced so everyone can buy it easily. It is widely available and often high brand loyalty which is kellogg’s. Speciality Kellogg’s corn flakes is available in all superstore so people can get it easily and in competition with other brand of product corn flakes is perfect and less frequent luxury purchases. This product has got a personal selling skills. On the pack of this product they give all the information so ustomer can get all information about needs / gather lots of information before buying. Shopping Relatively expensive with infrequent purchases. Usually occurring with customer knowledge in relation to the hig h market brands. In relation to kellogg’s, this product is marketed within major superstores and has a variety of high competition with other known brands, e. g. Nestle. In this case, a high brand led would be cereals which would be aimed at certain customers for example weight watching customers. Unsought Distress purchases with little pleasure.Marketers need to make customers aware of where they are available to create preferences. Kellogg’s have approached this by advertising and promoting different corn flakes e. g. chocolate flakes or honey coated flakes. For the selling of product of Kellogg’s we need to understand the customer behaviour. The behaviour includes what they may buy? Why do they buy? When do they buy? And where do they buy? The modal of customer buyer behaviour includes the 4ps where market stimulation occurs. Other market stimulations include; economic, technological, political and cultural.Consumer decision making For the consumer decision m aking first if all we need to know about the problem then search for the reason of that then alternative evolution then purchase evaluation so then we can get purchase decision and behaviour then we can get our post purchase evaluation. BRAND LOYALTY Brand attitude There are different types of attitude for different brands. When we see the corn flakes first of all we goe the brand kellogg’s in our mind and it makes positive image in our mind, which is a very important thing for the product.Corn flakes is the very popular and reliable brand so people got a good image of this brand, so with the good and success image brand its create a positive brand attitude. Brand preference Why customer should buy that particular brand then the other brand it depend on the quality of brand, quantity of brand, prise of brand, dependability of brand. Kellogg’s corn flakes is the more quality brand, very old and trustable, good quantity, affordable, so with this preferences customer buy this brand more then the other brand.Brand allegiance When customer get satisfied with the brand they will like some change with the same product then if they find it more dependable they will continue buy that brand over the long period of time. kellogg’s is the old and trustable brand. Customers are using this brand been long time so with focus on customer needs kellogg’s providing some choices with the flavour and other product as well. E. g. coco pops, crunchy nut nutty, all bran. etc. Consumer buying decision processFirst of all in buying this process ther are different stages with the decision so first step is total set when u got lots of things infront of you then you recognise awareness, then consideration set after that you’ll get some selected things to choice in the choice set then can make your decision. Kellogg's business strategy is clear and focused: * to grow the cereal business there are now 40 different cereals * to expand the snack business by diversifying into convenience foods * to engage in specific growth opportunities. ProductionCornflakes are produced in significant quantities at the Trafford Park factory in Manchester, which is also the largest cereal factory in the world. Cereals derived from cornflakes A former patient of the Battle Creek Sanitarium named C. W. Post started a rival company, as we all as the major other brand of corn flakes in the United States, called Post westies. Australia's Sanitarium also manufactures their own brand of corn flakes called Skippy corn flakes. In addition there are many generic brands of corn flakes produced by various manufacturers. ttp://www. kelloggs. co. uk/products/cornflakes/Cereal/corn_flakes. aspx Kellogg’s commitment At Kellogg’s they are committed to building great brands. they follow shared values, principles and behaviour to provide high quality and great tasting foods in a responsible manner: * They act with integrity and show respect. * They are all accountable. * They are passionate about they business, they brands and they food. * They have the humility and hunger to learn. * They love success. * They strive for simplicity.Kellogg Company has a rich history of corporate social responsibility, a history that has grown and evolved to meet the complexities of today’s business world and the challenges of a global society. They founder, W. K. Kellogg, sought to â€Å"invest my money in people†. That legacy continues to guide they company and they people. Corporate responsibility is a way of life at Kellogg. They responsibilities include: * Sustainability – Understanding, managing and minimising they impact on the environment to a sustainable future for everyone. * Communities – Investing in and enriching they communities so that they can reach their full potential. They are passionate about their business, there brands and there food. * Market place – Behaving responsibly in the market place, se lling nutritious products, advocating healthy lifestyles and acting with integrity and adhering to the highest ethical standards. * Work place – Promoting diversity in their work force and ensuring a safe, healthy workplace. They commitment to social responsibility is as strong today as it was when there company was founded. They are proud of their progress, but there is still much they can do. DiversityThey aim is that diversity in Kellogg’s is something you can feel, see and hear – it is not just a page in the annual report. Instead diversity hits you when you walk through the door. They actively encour age individuals to be themselves and use all of their talents to contribute their best each day for the benefit of themselves, others and Kellogg’s. They desire is for a diverse and inclusive workforce regardless of; language, nationality, work-style, learning style, culture, ethnicity, job level, gender, sexual orientation, life experiences, skills, phy sical abilities, thinking style and marital or family status.Environment They are committed to operating a sustainable business that increases shareowner value and ensures a better quality of life for everyone, now and for generations to come. Sustainability has always been an integral part of Kellogg's recipe for success and it will continue to be in the years to come. Kellogg's promotes and maintains environmentally responsible practices for the benefit of there customers, consumers, employees, and the communities in which they operate. They conduct and grow there business in a manner that protects the environment and demonstrates good stewardship of there worldAs natural restheyces.Kellogg's strives for continual improvement through the development of specific programs that address the environmental cost and impact of there activities, products and services. These programs include a commitment to use resources efficiently, minimise waste, and measure environmental impact Responsi ble marketing Since its foundation, Kellogg’s has been committed to informing consumers of all ages about the importance of a balanced approach to diet and physical activity. Kellogg’s has in place a global marketing code and a longstanding commitment to TV advertising in a responsible manner. This means: They will not encourage over-consumption. They will not use words like ‘king-size’ or ‘super-size’ and all there promotions will depict sensible portion sizes. * They will always present Kellogg’s breakfast cereals as part of a balanced breakfast – usually in a family context. * They will run balanced promotional calendars – featuring a good mix of fun, education and overallbeing-based activities for both adults and children. * They will not target any advertising at children under six years of age. Work / life balance Creating a work environment which allows the business to deliver consistently strong results is essentia l to there future.Helping to create a good work / life balance is an essential part of this. Some of the initiatives run by Kellogg’s include: * Flexitime, home-working, part-time working and job share. * Career breaks, parental leave, time off for dependants and maternity and paternity leave. * Personal development planning, secondments and study leave. * On site gyms, or subsidised access to local facilities, free annual lifestyle assessments in work time, a variety of physical exercise based programmes. Health and safety Employee safety is a value at Kellogg's.They are committed to providing a safe and healthy work environment and preventing accidents. Employees are accountable for observing the safety and health rules and practices that apply to their jobs. They are expected to take precautions necessary to protect themselves and their co-workers, including immediately reporting accidents, injuries and unsafe practices or conditions. Employees also are expected to report to work free from the influence of any substance that could prevent or impair them from performing their jobs safely and effectively. Customer information processing PersonalityPersonality is like , if you buy a branded company car so you make personality. when people buy a kellogg’s they think about the image of kellogg’s in the market. so when customer buy a product they buy a brand. Perception Perception works in different way,e. g. we carrying clothes how people look at us, what brand you wearing. So, as the same way its depend on brand what you using. Perception is increases the prise of product. Learning is just not about academic learning but existing knowledge, our own knowledge. E. g. if i am going to buy break fast snack so i need to learn about product a to product b.We learn by application not ny remembering. Attitude from the environment and enfluence we create emotion how good or bad it like attitude. E. g. customer buying a brand to being part of group. Over a hundred years ago, the Kellogg brothers – Will Keith and John Harvey – devised a new breakfast in their quest for healthy foods. That breakfast was of course, Kellogg's Corn Flakes †¦ The Sunshine Breakfast! Crisp, golden flakes made from the finest sun-ripened corn. Since then generations of people have been waking up to enjoy the refreshing, simple taste of Kellogg’s Corn Flakes and ice cold milk. Product details

Example Sentences of the Verb Eat for ESL Learners

This page provides example sentences of the verb eat in all tenses including active and passive forms, as well as conditional and modal forms. Base Form eatPast Simple atePast Participle eatenGerund eating Present Simple I usually eat at six oclock. Present Simple Passive Dinner is usually eaten at six oclock. Present Continuous We are having dinner at six this evening. Present Continuous Passive Dinner is being eaten at six this evening. Present Perfect He has already eaten. Present Perfect Passive Dinner hasnt been finished yet. Present Perfect Continuous We have been eating for two hours! Past Simple Jack ate a great lunch at Marcos Restaurant. Past Simple Passive A great lunch was eaten at Marcos Restaurant. Past Continuous We were eating lunch when she burst into the dining room. Past Continuous Passive Lunch was being eaten when she burst into the dining room. Past Perfect He had already eaten lunch when we arrived. Past Perfect Passive Lunch had already been eaten when we arrived. Past Perfect Continuous They had been eating for two hours when he got home. Future (will) They will eat lunch at work. Future (will) passive Lunch will be eaten in a restaurant. Future (going to) We are going to eat dinner at home this evening. Future (going to) passive Dinner will be eaten at home this evening. Future Continuous We will be eating French food this time next week. Future Perfect They will have eaten dinner by the time we arrive. Future Possibility The might eat in a restaurant. Real Conditional If she eats before she leaves, well have lunch alone. Unreal Conditional If she ate more, she wouldnt be so skinny! Past Unreal Conditional If she had eaten more, she wouldnt have become ill. Present Modal You should eat more spinach! Past Modal He might have eaten before he left. Quiz: Conjugate With Eat Use the verb to eat to conjugate the following sentences. Quiz answers are below. In some cases, more than one answer may be correct. I usually _____ at six oclock.He _____ already _____ lunch when we arrived.We _____ lunch when she burst into the dining room.We _____ dinner at home this evening.They _____ dinner by the time we arrive.If she _____ more, she wouldnt be so skinny!Jack _____ a great lunch at Marcos Restaurant.A great lunch _____ at Marcos Restaurant yesterday.We _____ dinner at home this evening.He _____ already _____.Dinner _____ at six this evening. Quiz Answers eathad eatenwere eatingare going to eatwill have eatenatewas eatenare going to eathas eatenis being eaten