Professional Documents
Culture Documents
DESIGN PROJECT 1
( MEDIA INNOVATION)
DATE OF SUBMISSION:
2.5 DISTRIBUTION
3.7 MISSION
3.8 VISION
4.1.1 DEMOGRAPHICS
4.1.2 PHYCHOGRAPHICS
4.2.1 PRIMARY
4.2.2 SECONDARY
6.2.1 LIPTON
6.2.2 BOH
7.2 WEAKNESSES
7.3 OPPORTUNITIES
7.4 THREATS
8.1.1 DEMOGRAPHIC
8.1.2 PHYSIOGRAPHIC
CHAPTER 11 REFERENCES
CHAPTER 12 APPENDICES
CHAPTER 1
1.1 INTRODUCTION
Nescafe
Nescafe are one of the brands within Nestle. The beginning of Nescafe can be traced back all
the way to 1930 when the Brazilian government first approached Nestle. One of the coffee
specialist, Max Morgenthaler and his team set out to find a way of producing a quality cup of
coffee and that could be made simply by just adding hot and retain the natural coffee’s flavors.
They spend almost seven years to develop and the fist Nestle powdered coffee product was
introduced in Switzerland on 1st April 1938.Nescafe named with the combination of Nes-root of
Nestle and the word café.
The first half of the next decade, World War II was happened and it hold up the success of
Nescafe in Europe. But after that Nescafe was exported to France, The Great Britain and USA.
The American forces played a key role in re-launching Nescafe in Europe and its popularity grew
rapidly. In the US, Nescafe name was used on its product up until the 1960s and after that
Nestle( owners of the Nescafe brand) introduced a new brand in United States and called
Taster’s Choice.
By the 1950s, coffee had become one of the beverage choice by teenagers. After that, Nescafe
continued to developed the world’s best cup of coffee by introducing freeze-dried soluble coffee
with the launch of Gold Blend on the year of 1965. Few years later, Nescafe invented a new
technology to capture more aroma and flavour from every single bean and it will enrich the
taste of the coffee.
1.2 PROBLEM STATEMENT AND ISSUE
Coffee is considers one of the favorite beverages for the Malaysian. Nescafe had created the
first instant coffee with just adding hot water into the coffee powders. The industry of coffee are
growing, many company are willing to add in instant coffee as their new product line in order to
promote their brand. Good advertising strategy will normally boost up the sales because people
buy a product will not only based on the brand and price but the advertising strategy as well.
Competitors like Old Town White Coffee , Starbucks, Coffee Bean, Indo Coffee have put their
effort on advertising strategy.
Many competitors will add instant coffee as their new product lines.
Competitors have good advertising strategy and market strategies to promote their
brand.
Nescafe need some innovation on their market strategy and advertising strategy.
Purchase on concept store in shopping mall is a trend for customers.
Promotion is more to traditional face to face approach and sample distribution.
1.3 OBJECTIVES
Create a new advertising strategy to enhance the branding. Using different medium like TVC,
websites, promotional booth and some on-ground events, enlarge the consumers market.
CHAPTER 2
2.1 PRODUCT NAME
This situation analysis is based on Nescafe as a product.
Packaging
Price
Jar -
Soft pack - RM 20.50 - RM 21.90
Premix 3in 1 - RM 11.90 - RM 12.50
Canned Drink - RM1.80 - RM 2.10
Unit of Sale
Available in :
Jar - 50g, 100g, 200g
Soft pack - 25g, 50g,100g,200g,300g
Available In :
Jar - 50g, 100g, 200g
Re-sealable pack - -170g
Premix 3in1 - 20 sticks
Nescafe Decaf
Available in :
Jar - 100g
Nescafe 3in1 - LOVE THE COFFEE, LOVE THE FOAM
Improved aroma and taste of your favorite coffee mix in Mild, Regular, or Rich, topped with an
appetizing layer of smoother foam
Mild
Available in :
Soft Pack - 30 sticks
Regular
Available in :
Soft pack - 10 sticks, 30 sticks, 40 sticks
Rich
Available in :
Soft Pack - 25 sticks
2in1
Available in:
Soft Pack - 25 sticks
Nescafe Body Partner - TASTE THE GOODNESS
Enjoy the great taste of quality coffee, with more health benefits
Breakfast
.
Nescafe Menu - IT’S THE NEW MALAYSIAN THING
Your favourite Malaysian style coffee is now ready to be served anytime, anywhere
Tarik
Neslo
Latte
Mocha
Ice
Weakness
Disadvantages
PROMOTIONAL 2010
NESCAFE CLASSIC
Free 30g of Nescafe Clasic with every purchase of Nescafe Classic 300g Refill Pack
NESCAFE GOLD
Free 1 NESCAFE GOLD MUG with every purchase of NESCAFE GOLD 200g
September 2010
NESCAFE CLASSIC
September 2010
NESCAFE MENU
NESCAFE 3in1
FREE 5 sticks NESCAFE 3in1 for every purchase of NESCAFE 3in1 Mild (35x20g) or NESCAFE 3in1
Regular (35x20g) or NESCAFE 3in1 Rich ( 35x20g)
FREE 7 Sticks NESCAFE 3in1 for every purchase of Nescafe 3in1 Regular (47x20g)
NESCAFE CLASSIC
FREE limited edition NESCAFE Sugar bowl for purchase of NESCAFE CLASSIC 200g Refill Pack
FREE limited edition NESCAFE Spoon for every purchase of NESCAFE CLASSIC 50g Refill Pack.
NESCAFE CLASSIC
NESCAFE CLASSIC
EXTRA 10g for every purchase of NESCAFE Classic 50g Bonus Pack
NESCAFE 3in1
FREE NESCAFE 3in1 Environmental Shopping Bag for every purchase of NESCAFE 3in1 Mild or
Regular or Rich
January 2010
NESCAFE CAN
SAVE 20cents with every purchase of 240ml NESCAFE Can Original/NESCAFE Can
Latte/NESCAFE Can Mocha and MILO Can Original
January 2010
NESCAFE CLASSIC
PROMOTIONAL 2009
December 2009
NESCAFE CLASSIC
FREE 1 NESTLE COFFEE MATE 200g with every purchase of NESCAFE CLASSIC 300g
November 2009
NESCAFE CLASSIC
FREE 80g NESTLE COFFEE-MATE with every purchase of NESCAFE CLASSIC 100g
October 2009
NESCAFE CLASSIC
FREE 1 NESTLE COFFEE-MATE 80g with every purchase of NESCAFE CLASSIC 100g
NESCAFE 3in1
FREE 5 Sticks with every purchase of NESCAFE 3in1 Mild or NESCAFE 3in1 Regular or NESCAFE
3in1 Rich
July 2009
NESCAFE 2in1
July 2009
NESCAFE 3in1
May 2009
NESCAFE GOLD
May 2009
NESCAFE 3in1
NESCAFE CLASSIC
February 2009
NESCAFE GOLD
NESCAFE 2in1
FREE NESCAFE Red Mug with every purchase of NESCAFE 2in1 Sticks Pack
NESCAFE 3in1
FREE 5 Sticks with every purchase of NESCAFE 3in1 Mild 30 sticks pack
FREE 5 sticks with every purchase of NESCAFE 3in1 Regular 30 sticks pack
FREE 5 sticks with every purchase of NESCAFE 3in1 Rich 25 sticks pack
FREE 2 sticks with every purchase of NESCAFE 3in1 Regular 10 sticks pack
2.12 POSITIONING STATEMENT
Nescafe is the first instant coffee in the world which target the age from 17-50.
CHAPTER 3
Henri Nestlé also showed early understanding of the power of branding. He had
adopted his own coat of arms as a trademark; in Swiss German, Nestlé means 'little
nest'. One of his agents suggested that the nest could be exchanged for the white
cross of the Swiss flag. His response was firm: "I regret that I cannot allow you to
change my nest for a Swiss cross .... I cannot have a different trademark in every
country; anyone can make use of a cross, but no-one else may use my coat of arms."
In the 1874s, Nestle company was purchased by Jules Monnerat. Nestle was developed
its own condensed milk to content with its competitor, the Anglo-Swiss Condensed Milk
company. The Anglo-Swiss Condensed Milk Company produced Cheese and instant
formulas. The two companies remained fierce competitors until their merger in 1905.
During the World War I, Nestle have the difficulty to buy raw ingredients and distribute
products. Factories rather sell milk to the public instead of using it as an ingredient in
foods. After the war, price of ingredients was increasing. There is an expert banker
helped Nestle to reduce its debt. By 1920, Nestle was adding chocolate as their new
product line. Nescafe was developed by Nestle in the 1930s and Nestea was the after.
Nestle In Malaysia
Nestlé's commitment to providing quality products to Malaysians dates back more than 90 years
ago. Nestlé began in Malaysia in 1912 as the Anglo-Swiss Condensed Milk Company in Penang
and later, growth and expansion made a move to Kuala Lumpur necessary in 1939.
Since 1962, with its first factory in Petaling Jaya, Nestlé Malaysia now manufactures its products
in 7 factories and operates from its head office in Mutiara Damansara, and 6 sales offices
nationwide.
The Company was publicly listed on the KLSE on 13 December, 1989. Today, the Company
employs 5000 people and manufactures as well as markets more than 300 Halal products in
Malaysia. Its brand name such has MILO, NESCAFÉ, MAGGI, NESPRAY and KIT KAT have become
trusted household names and enjoyed for generations.
3.4 KEY PEOPLE
Tan Sri Dato' Seri Syed Zainol Anwar Ibni Syed Putra Jamalullail
Independent, Non-Executive Director
Chairman of the Board of Directors
Chairman of the Audit Committee
Peter Vogt
Managing Director
Alternate Director to Marc Seiler
Marc Seiler
Executive Director
Alternate Director to Peter Vogt
Detlef Krost
Alternate Director to Dato’ Frits Van Dijk
3.5 LOCATION AND SUBSIDIARIES
By Phone or Fax:
Tel : +603-7965 6000
Fax : +603-7965 6767
2. Milk
In 1953 a scientist working in California created a non-fat dry milk powder that dissolved
instantly in water and tasted much like real milk. Today, more than million tones of
powdered milk are produced worldwide.
o GROWING MILK
- NESPRAY
- NESLAC Excella Gold
o ADULT MILK
o KID CEREALS
o ADULT CEREALS
o FAMILY CEREALS
o HOT CEREALS
4. Powder Creamers
COFFEEMATE is the No.1 powdered creamer brand in Malaysia. It comes in 2 types of
packs: an economic pouch pack for more savings and new convenient stick pack.
o COFFEEMATE
5. Beverages
Enjoying a favorite Nestle beverage has become part of Malaysian life, whether it’s at
the local ‘ mamak’ stall or at a fancy restaurant.
o Powder
- MILO
- NESCAFE
6. Prepared Food
Convenience foods- Packaged soups, frozen meals, prepared sauces and flavorings.
o Noodles
- MAGGI
- BUITONI
o Sauces
- MAGGI
o Meal Solutions
- MAGGI
7. Chilled Dairy
Nestle currently producing the No.1 range of yogurt and yogurt drink in the market. All
chilled dairy products are being developed using the finest quality ingredients.
o YOGURT DRINK
o YOGURT
8. Cultured Drinks
Cultured Milk Drinks with Calcium to strengthen children bones and teeth and intake of
good bacteria/ live culture.
o NESTLE YOCO
9. Ice cream
Since its debut in 1994, Nestle ice cream has grown into one of the most popular ice
cream brands. People just loves its high quality and tantalizing variety which cater to
local tastes.
o KIT KAT
o SMARTIES
o MILKYBAR
o MILO CHOCO BAR
o NESTLE CRUNCH
o NUTREN OPTIMUM
o NUTREN FIBRE
o NUTREN UNTUK DIABETIK
o NUTREN JUNIOR
o PEPTAMEN
o PEPTAMEN JUNIOR
12. Performance Nutrition
Provide instant energy, refuel your energy and rebuild your muscle
o POWERBAR performance
o POWERBAR Gel
o POWERBAR Protein Plus
o POWERBAR Beverage System
13. Water
The world’s No.1 Sparkling mineral Water.
o PERRIER
3.7 MISSION
Nestle is dedicated to providing the best food to people throughout the day, throughout their
lives throughout the world with the unique experience of anticipating consumers needs and
creating solutions. Nestle contributes to public well being and enhances the quality of life
3.8 VISION
Nestle’s vision is to be the leading food and beverages company in the world providing
customers with healthy food at affordable prices.
3.9 COMPANY’S CURRENT PROMOTIONAL STRATEGY
Nestle current promotional strategy is organized some event and promotional contest in order
to promote the their brands.
150 unit of bicycle LeRun Prius and 5000 units of MAT KOOL balls are the prizes for the contest
winner.
Venue : Lower Palm Square (next to Old Town White Coffee), Jaya One, Jalan
Universiti
Donation of above RM40 will also entitle you to a Nestlé goody bag worth more than
RM25 and a tax-exempt receipt from NASAM.
Parenting Talk
Venue : Armada Hotel - Nakhoda Room 2 & 3, level 3, Lorong Utara C, Section 52,
46200 Petaling jaya, Selangor.
Get the expert opinion on the best nutrition for your child.
Admission : Free
During our showcase on 3 & 4 July 2010, there will be 4000 mystery gifts to be won.
3.10 PRODUCT SALES’S HISTORY
3.11 CURRENT MARKETING OBJECTIVE
Short Term Objective
4.1.2 PHYCHOGRAPHICS
4.2.1 PRIMARY
Chairman
Setting up Company goals and supervising company development in collaboration with
the board of directors.
Boards of Directors
Directing the employees of the company to achieve goals, control resources and
expenditures.
Shareholders
Investing money to the company in interest of a share on its profit
Employees
Contributing to the company in cooperation with their directors, in exchange for the
salary.
Consumers
Spending money for the goods produced by the company if they are in good quality or
with a good branding, which contributes to the company revenue.
4.2.2 SECONDARY
Retailers
The organization or outlet that sells the product or service to the trade or end
consumers
Distributors
Aids the distribution of the goods produced while earning from the service provided
Media
Help advertising the brand or the products and create awareness among consumers
Bank
Provides loan as funding backup to the company.
CHAPTER 5
5.1 THE INDUSTRY
5.1.1 THE DEFINITION OF THE INDUSTRY
Starting from 2008 to 2010, Malaysia had experienced a boom in coffee industry. There are a lot
of company provide fresh brewed or instant coffee to the consumers such as Old Town White
Coffee, Alicafe, Starbucks, Nescafe, Coffee Bean, and etc. Coffee products are consumed on a
daily basis for the Malaysian. Rural Consumers prefer economy fresh ground coffee, either
branded or unbranded, while urban consumers, especially the younger generation, they tend to
choose instant standard coffee or fresh ground coffee mixes,z
Coffee is a popular brewed drink in the world, and it ranked the top three most consumed
beverages in the world. The reason why coffee became popular because it contained caffeine
and it has a stimulating effect on humans. The energizing effect of the coffee bean first
discovered in the northeast region of Ethiopia, and the cultivation of coffee first expanded in the
Arab world.
Malaysia has a long history of coffee production and consumption. Arabica first was introduced
by British colonists in the late 18th century and now covers about 25,000 hectares in Malaysia’s
northern frontier with Thailand, and on the northernmost tip of the Borneo. Malaysia produces
less than 10,000 tons of coffee annually. Malaysia exports very little coffee, most of what it
grows is consumed locally. In 1930, Nestle took up the challenge to seek a better way to
preserve the huge coffee surpluses by the Brazilian Coffee Institute. Nestle spend around 7 years
in research and finally succeeded in producing the world’s first fully soluble coffee. In 1938,
Nescafe was launched in Switzerland in Powdered form, packaged in tin and available in both
regular and decaffeinated varieties. Nescafe made its way to Malaysia in the late 1950s and
since established itself as the leading instant coffee brand in Malaysia. The local production of
Nescafe Classic Commenced in 1987 at the Raja Muda Factory, Shah Alam
According to a report from ACNeilsen, coffee industry are ranked the top 10 growth category in
2006. In 2005, Coffee growth rate is 27,771 but one year later It increase to 42,342 and the
between is 14,571. The shape of the industry for Coffee in Malaysia is in the growing stage. Now
a days, people will not only concerned about the taste of the coffee, but the quality of the
coffee. People will care about what the selection of the coffee bean and the also the blending,
roasting process. Many company are added coffee as their new product line. Due to the high
demand of consumer, the market sales of the product are increasing too.
Now a days, more people will be ordering just regular coffee and espresso without the syrups,
whipped cream and mocha flavorings. The trend is due to dietary concerns. People who staying
in Urban city normally are health conscious and they know that sugar that we take everyday can
cause fat and diabetes. Company that produced instant coffee like Nescafe promoted their 2in1
instant coffee that contain no sugar.
Coffee drinkers from across the world are now flocking to Malaysia’s Ipoh city to taste a
beverage created there for the first time – white coffee. The name white had nothing to do with
the color of the coffee. The world “ white” actually means “ without” and “ nothing added” in
the roasting process. White café sdn bhd became the first company in Malaysia to launch a new
successful differential product- OLDTOWN white Coffee 3in1 in the highly competitive coffee
industry.
The coffeehouse business had grown every year. Coffeehouse provide calm, invigorating
ambiance for people to socialize, relax or catch up on work. People in Urban city especially
young generation they are more willing to buy coffee at those coffeehouse such as Starbucks,
Coffee bean and etc. The reason is those Coffeehouse are chain restaurant in worldwide, young
generation of people are like to show off that they know coffee.
Due to the high demand of consumers, the market of coffee currently in an intensive
competition, there are a lot of company competing each other in both direct and indirectly. Each
and every market players have come up with different advertising strategy, in order can survive
in the market. Company like Old Town White coffee, they combine the instant coffee powder
with the concept of Chain restaurant.
Positive
In order to survive in the competition, each and every company have to put more effort
in innovation, to boosting the growth of the industry.
Negative
Product sales decrease because of many direct or indirect competitor produced the
same product.
CHAPTER 6
6.1 DIRECT COMPETITORS
6.1.1 Old Town White Coffee
Old Town White Coffee is the largest kopitiam chain restaurant in Malaysia. They
commercialized instant 3in1 coffee mix under the “ OLDTOWN” brand name. OLD TOWN WHITE
COFFEE not only produced Instant coffee but milk tea as well. OLD TOWN WHITE COFFEE have a
huge international, not only in Malaysia but Singapore and Hong Kong as well.
Market Share :
POWER ROOT (M ) SDN. BHD was a company who develop and promote herbal energy drink
fortified with two main rainforest herbs : Eurycoma Longifolia Jack ( Tongkat Ali ) and Labisia
Pumilia and Pathoina ( Kacip Fatimah ). POWER ROOT produced instant coffee blend of Arabica
& Robusta coffee beans with Tongkat Ali and Kacip Fatimah.
Market Share :
RTD Products
Super is a pioneer in the development of the 3 in 1 Instant Coffee concept. Complementing the
finest Arabican Coffee beans , delivers the premium taste and robust aroma that is preserved
through and arduous freeze-drying process.
Market Share :
Lipton is a brand of tea under the company of Unilever. Lipton is the world’s best-known and
best-selling brand of tea. Lipton is the global market leader in both leaf and ready-to-drink
tea. Lipton available in over 110 countries.
Market Share :
Positioning : Lipton produced tea based product and available in over 110
Countries
BOH Plantation SDN. BND is Malaysia’s largest producer of premium black tea and the country
No.1 Preferred brand of tea. BOH produced tea based product and available not only in
Malaysia but Japan, Denmark and Germany as well.
Market Share :
Product ranges : BOH Tea Leaves, BOH Ice Tea, BOH Teacino, BOH Teamix,
Tea, BOH Seri Songket Teas, BOH Teh Tarik Kurang Manis,
Dutch Lady is top selling milk brand in Malaysia that enriched with protein, Calcium and Vitamin
B2. Dutch Lady’s products have complete combination of nutrients that helps you and your
family stay active and alert.
Market Share :
Product ranges : Ready to drink milk, yogurt, juice, creamer, milk powder
Positioning : Dutch Lady produced milk that enriched with protein, calcium
Advertising Campaign : Dutch Lady “Growing Up Milk 123 and 456” TVC
7.2 WEAKNESSES
7.3 OPPORTUNITIES
7.4 THEREATS
8.1.1 DEMOGRAPHIC
8.1.2 PHYSIOGRAPHIC
Nescafe available almost all around Malaysia either is small village grocery shop or Hypermarket
in Klang Valley. I visited some of the location to do the research on the pricing and placement
between Nescafe and its competitors.
Question 1 - Gender
This question is to find out what genders are taking this survey. The result shows that 58% of
female and 42 % of male are taking this survey.
Question 2 – Age
This question is finds out what is the age of the people who are taking this survey. The result
show that 82% of people who are aged between 21-30, 16% of people who are aged between
15-20 and2 % of people who are aged 40 above.
Question 3 – Race
This question is to find out what is the races of people that taking this survey. The result show
that 78% of people are Chinese, 16 % of people are Malay, 2% are India and 4% are Bangladesh
and African.
This question is to find out what is the education level of the current consumers. The result
show that majoring consumers are having education in University/ College and its about 94%
among the participant. 4% of the consumers are having education in secondary school and 2% of
people are still having education in primary school.
Question 5 – Income
This question is to find out that is that Nescafe are affordable for consumers with different
income. The result shows that 74% of consumers are student with no income but allowance
from parents. 13% of consumers have the income range from RM1000-RM2000 per month. 7%
of consumers have the income range from RM2000- RM 3000. 2% of consumers have the
income range from RM 3000- RM 4000 per month. 4% of the consumers have RM4000 income
per month.
This question is to find out how many percent of people are love coffee or consider coffee
drinkers. The result shows that 73% of people are coffee drinker and 27% of people are just do
not like coffee.
Question 7 - When you first tasting coffee ( Nescafe )
This question is to find out that consumers had tasted coffee for how long. The result shows that
64% of consumers are just started to taste Nescafe when they are in the primary school. 27% of
consumers first tasting Nescafe when they are in secondary school. 7% of consumer first tasted
Nescafe when they entry University/ College. 2 % of consumers first tasted Nescafe during their
working time.
This question is to find out that how constancy of the consumers buying coffee.29% of people
said that they buy coffee once a week. 27% of people said that they buy coffee few in a month.
15% of people said that they buy coffee everyday and the other 15% of people dun like to buy
coffee. 14 % of people said that they buy coffee once in a month.
Question 9 – You prefer coffee which is
This question is to find out that consumers prefer coffee in what flavour. The result show that
31% of people like Cappuccino, 24% of people like the strong coffee, and18% of people like Mild
coffee. 24% of people have no nothing particular in coffee flavour.
This question is to find out that when the consumers normally drink coffee. The result show that
21 of people like to drink coffee during working hours, 16 of people like to drink coffee when
they in relaxing times, 15 of people drink coffee anytime they want,11 of people drink coffee
during night time,8 people drink coffee during day time and also during their entertainment
time. There also 5 people said that they drink coffee when they are stressed out.
Question 11 – Which of the following brand of coffee you had tried or purchased
This question is to find out that who is the competitors of Nescafe. The result show that 41 of
people know about Nescafe, 30 people know about Starbucks, 28 of people know about OLD
TOWN WHITE COFFEE,20 people knows about coffee bean, 12 of people had tried Alicafe, and 6
people know about Indo café. There are also 6 people love to purchase Super charcoal Roasted
Ipoh White coffee abd San Francisco coffee.
This question is to know about what is the motivation of consumers who buy Nescafe. The result
show that 49% of people buy Nescafe because it is well known brand, 25% of people buy
Nescafe because it is quality brand, 13% of people buy Nescafe because Nescafe are having
promotion offer. 9% of people buy Nescafe because Nescafe is their favourite brand. 4% of
people buy Nescafe because they are not brand conscious, they just grab and pay at the
counter.
This question is to find out the most consumed product by Nescafe. The result shows that, 47%
of people buy the Nescafe Instant 3in1, 16% of people buy the premium Nescafe Gold, 11% of
people buy the Nescafe Classic, 11% of people buy the Nescafe Menu which have the local taste
like Neslo, Tarik, Ipoh white coffee and the other 11% of people love to buy the ready to drink
product by Nescafe. There are also have 4% of people are health conscious, they love to buy the
Nescafe Partner with contain the rainforest herb, Tongkat Ali and kacip Fatimah.
Question 14 – What factors can between your decision of purchasing your favourite brand
This question is to find out that what is the factors of consumers when they are buying favourite
brand. The result shows that 33 people will first go to their flavor they like, secondly, 29 people
will go for the quality of the product. After the quality, 23 people will care about the product
price. Two group peoples which is 12 in one group will go based on the packaging design and
promotion. There are also 6 people will buy the brand after the saw the advertisement and 1
people buy the brand because it recommendation by their family members.
Question 15 – Which type of promotion will attract you to buy more coffee
This question is to find out that what kind of promotion strategy will boost up the sales. The
result shows that 62% of people will buy more under the promotion of buy one free one. 22% of
people will buy more if they are a free gift given. 14% of people will buy more if they having
discount vouchers. 2% of people will buy more under the membership privileges.
This question is to find out that how is the satisfaction of consumers about Nescafe. The result
shows that 40% of people think that Nescafe are at the average range. 38% of people think that
Nescafe are good. 16% of people think that Nescafe are Prefect. 4% of people think that Nescafe
are bad and they just dun like it. 2 % of people think that Nescafe are poor and have to improve.
This question is to find out that why people think that Nescafe are prefect and bad. Here is the
result.
Throughout the survey, we can see that majority of Malaysian are accepted coffee and they like
coffee. The main reason people choose Nescafe because Nescafe is well known brand in
Malaysia. Consumers will first go to flavour they like when they buying the products. In order to
boost up the sales, Nescafe can launch more new product with different flavour and produced
some tea based product and it can enlarge the market to different industry not just stick into
coffee industry.
CHAPTER 10
PRECEDENT STUDIES
10.1 ADVERSTISING STRATEGY
NESCAFÉ 3 IN 1® TVC
NESCAFE 3 IN 1 POSTER
http://www.nestle.com.my/
http://www.nescafe.com/worldwide/en/Pages/Home.aspx
http://www.nescafe.com.my/
http://www.oldtown.com.my/
SUPER COFFEEMIX official website
http://www.super.com.sg/
http://www.powerroot.com.my/
Online survey
http://FreeOnlineSurveys.com/rendersurvey.asp?sid=r5ivm8j2dbnz3wu835255
Nestle History
http://www.englishteastore.com/nestle-history.html
http://www.scribd.com/doc/25183636/Starbucks-Instant-Coffee-In-Malaysia-
Marketing-Plan
http://www.ico.org/
CHAPTER 12
APPENDICES