Nescafe Article

Media Strategy


Business Summary

Kate Slanker

Neal Patten

Tony a2z Sylvester

Nate Podboy

All claims with subtext

amounts have sourcing listed

towards the end of the booklet.

Coffee is a huge staple in the lives of millions for

decades. However the active of the American consumer

has changed. People are shifting faster remaining in

the corporate game much longer. Consumers are quickly

evolving with changes, which makes them in constant

with regard to the best of the most effective. They want this their method,

and they need it as fast as they can. To aid these people in this

way of living, the American consumer is definitely turning to espresso in a

big way. Further than the at-home coffee weed that the

normal family might share, they are really turning to caffeine

chains to remain on the go and get their best taste.

That's where Keurig steps in.

Keurig, capable of brewing a single cup of coffee

in less than a minute1, has made big waves in the coffee

market. Owned by simply Green Hill Brewery2, Keurig

made their start in many office structures as a way to retain

employees in the building while attaining all their

caffeine repair. But the hype of Keurig's simplicity has it

expanding to households all over the place. With over 200

different flavors3 among various brands, Keurig is usually slowly

gratifying the American consumers' requirement of

high-end taste by eliminating the

middleman and becoming their own

baristas. Due to Keurig's one serve

capabilities, everyone has got the exact

taste that they want without wasting an

whole pot of coffee- most within a matter of


Being mindful of this, we plan to use each of our

media to enhance these concepts hard to display

that Keurig is a property in helping these kinds of fastpaced life styles run efficiently. We plan on starting our campaign in mid to late fall to

excellent our consumers for the vacation

seasons. From there, we anticipate hitting

college graduation as well as returning to school moments

because all of us feel, besides Christmas

time, these will be our biggest consumer

moments. Our major media that we will be

applying are transmission television, magazine

and email-based blasts within just major firms

like Macy's as well as Understructure Bath and


Total, we believe that Keurig is actually a

great way to hold our consumer's day

running smoothly. With this press

campaign, we feel that the consumer

will have the understanding of the

capabilities and realize how beneficial

Keurig can be in their forever-changing

standards of living.

Competitive Examination:



-Nestlé's identity is well known manufacturer

name, which provides the company strength

-Product can be carried in very large

stores, giving them a large visibility along with




-Nescafe's supply string is extremely


-Only 15 flavors5 vs . Keurig's 2 hundred


-Does not have the single-serve

technology that Keurig has


-Patent relieve of Keurig K-Cup6 provides

Nescafe the opportunity to start using precisely the same

technology that is certainly making Keurig thrive

-Chance to be more green and earthfriendly


-Consumer's overall movement

towards healthier lifestyles7

-Price of coffee inflating8 could cause

their product to be more expensive

-Other companies producing these

machines could destruction any footing that

they have

With a mother or father company of Nestle,

Nescafe has ridden the brand commitment from its

prior coffee brand. With their tagline, " One

Nescafe, a large number of coffees”9, Nescafe has

positioned themselves as being the " wiser

choice” versus Starbucks, causing consumers

to trust that Nescafe is the even more logical

decision. Currently, all their account will be

handled simply by Publicis Worldwide10, and in

2010, Nescafe put in $71 million11 in

advertising and marketing. Their marketplace is uppr to

middle section class households and persons in the

doing work force12.

Competitive Analysis:



-Division of Roter planet (umgangssprachlich), Inc. 13, which has

hobbies and brands beyond caffeine

-21% more efficient14 by brewing

coffee than Keurig; its heat makes fewer