雀巢咖啡營銷方案

1、Analysis of Nescafe Ad1ForewordQuality food, good life. Aspiration and mission, Select quality, selection Nestle commitment. In any country, in any region, you must have read the Birds Nest trademark, which is Nestle popular global entrepreneurship century, a hundred years the same picture of the mo

2、ther bird feeding bird symbolizes Nestle on emotional safety, responsibility, warm, motherly love, nature and family care. The the Nestle Company of founder Henri Nestle.(“優(yōu)質(zhì)食品、美好生活”。心愿和使命，是“選品質(zhì)、選雀巢”的承諾。無論在任何國家、任何地區(qū)，您一定看過愛的鳥巢這個商標，而這就是雀巢風行全球一世紀以來的創(chuàng)業(yè)精神，百年不變的母鳥喂食小鳥的畫面，更象征著雀巢對安全、責任、溫暖、母愛、自然及家庭的關(guān)懷情感。雀巢公司

3、的創(chuàng)始人Henri Nestle 。)2一、市場環(huán)境分析 （一）營銷環(huán)境分析（1） 總體經(jīng)濟形成 隨著我國入世成功，外資對我國的投資不斷加大,我國經(jīng)濟前途一片大好，居民收入較快增長,恩格爾系數(shù)還會有所降低的,有60%下崗職工進入了再就業(yè)服務(wù)中心,并按時足額領(lǐng)到基本生活保障金.從總體經(jīng)濟發(fā)展看,我省經(jīng)濟程現(xiàn),高速發(fā)展。（2）總體的消費態(tài)勢在中國，喝咖啡的風氣，是在上世紀年代后在都市白領(lǐng)中興起的。在最近的二三年間，國內(nèi)的咖啡消費明顯增長，有數(shù)據(jù)表明，目前中國的咖啡消費量正以每年的速度遞增，有望成為世界上最具潛力的咖啡消費大國。但有關(guān)最新調(diào)查顯示，真正的咖啡消費離中國人還很遠3（二）微觀環(huán)境因素1、

4、主要競爭對手針對咖啡市場，雀巢競爭對手主要是以快餐咖啡為主，目前市場上主要有“統(tǒng)一雅哈”、“摩卡”、“超級”“星巴克”、“上島”咖啡等品牌，且這些品牌在市場已擁有一部份固定的消費者。2、雀巢咖啡swot分析A）優(yōu)勢分析： （1）品牌的優(yōu)勢； （2）資金雄厚、規(guī)模龐大； （3）雄厚的科研實力 ； （4）先進的管理理念 B）劣勢分析：科技雙刃劍對消費者消費觀念的負面影響。地域公共關(guān)系的影響 C）機會分析：發(fā)展中國家的市場潛力巨大 ；科技革命使低成本經(jīng)營成為可能；D）挑戰(zhàn)分析：各分支領(lǐng)域內(nèi)產(chǎn)的品不乏強力競爭對手；地域政治的影響；4Features: Nescafe instant coffee is

5、 the worlds leading, to bring you a mellow and delicious coffee experience. 100% pure coffee plus Nestle coffee mate, sugar, or both plus with arbitrary, according to personal taste freedom, anytime, anywhere to enjoy your own Nescafe.Nescafe 1 +2 Features:Packaging: contains coffee, coffee mate and

6、 sugar, prepared and convenienceIndividually wrapped, a packet of a cup, easy to carry anywhere, anytime, mellow enjoyProducts: mellow proportionately the smooth tasteof coffee(產(chǎn)品特點：雀巢咖啡是世界領(lǐng)先的速溶咖啡，帶給您香醇美味的咖啡體驗。100%純咖啡可加雀巢咖啡伴侶，加糖，或兩者都加，隨心所欲，依個人口味自由搭配，隨時隨地享受您自己的雀巢咖啡。雀巢咖啡12產(chǎn)品特點：包裝： 包含咖啡、咖啡伴侶和糖，沖調(diào)方便 獨立包

7、裝，一包一杯，攜帶方便 隨時隨地，香醇享受產(chǎn)品： 比例均衡 口感順滑咖啡香醇) 5Coffee functional characteristics(咖啡的功能性特點：) keep me going keep me awake help me concentrate Coffee affective characteristics(咖啡的情感性特點：) Cheer me up To treat me To reward meTo satisfy an addictionProduct Positioning產(chǎn)品定位Position from Nestle coffee taste consum

8、ers aware of the excellent level is a very high evaluation. 從雀巢咖啡的味道來進行定位,讓消費者意識到“味道好級了”是一個很高的評價。Target Customers: office workers, overtime, plus point of the young people, college students 目標群體:上班族,加班、加點的年輕人，大學(xué)生The main crowd - in young people主要人群中青年 6Logo：It tastes great！Advertising media strategy

9、廣告媒介策略(1) television advertising led to the target consumers do focus on the demands, the fight to reach the most extensive coverage of television advertising.以電視廣告為主導(dǎo)，向目標消費者做重點訴求，爭取以電視廣告達到最廣泛的覆蓋面(2) as a supplement to newspapers, magazines, advertising, convey to the target consumers more information about the product, while a variety of promotional activities to inform consumers in a timely manner. 以報紙雜志廣告為補充 ,向目標消費者傳達關(guān)于產(chǎn)品的更豐富的信息，同時將各種促銷活動的內(nèi)容及時告知消費者。(3) online advertising as a secondary, to re