BACKGROUND Our study is all about the size of customers that we could separate depending on the brand of coffee they prefer. Our group task is to randomly select 100 participants that would represent the whole population of people in Davao City that would prefer their desired brand and in which of the factors: price, taste, and packaging has the greatest impact on why people keep on patronizing their desired brand of coffee. We have included general marketing information that will guide us throughout the whole market study: age, gender, profession and marital status. This information will be explained further and we’ll see if how we could relate each one and compare its effect to the study.
This market study is very interesting, in a sense that we’re comparing well-known coffee brands by looking and digging deeper to what makes each one unique and what promotion strategies they use to the consumers, in keeping its interest and loyalty to the product. Later on, we will show the very important element in this study, the market demand, to help us sum-up the entirety of the study. In line with this, we will be dealing with graphs with the help of statistics to support our findings in this said study.
Moreover, we have chosen these brands of coffee because of their head start in and because of their competitive advantages, compared to other starting brands. These brands currently show the best potential impact to the market and have proven its worth to everyone in every part of the country. But before and until now, they encountered problems they risk to develop and strengthen their products because market today is an ever rapidly changing and intensely competitive. Consequently, to a large degree, the growth of the market is unpredictable nowadays, and our study is just a piece of everything in the real world. We’re not saying that it is wrong but this is just an overview of the consumption in coffee drinkers here in Davao, a sample of the total population. With so many brands of coffee coming in, the question is, are the consumers taking the same established brands or the competing brands with capabilities?
Finally, from every detail that we are giving we based it in our findings. The conclusions that we made are merely related to the outcome of our survey and we’re not just making stories and senseless ideas. This study is again about the preferred brand of coffee with a participant of 100 randomly selected citizens in Davao City, to be the representative of the whole City.
SIGNIFICANCE OF THE STUDY This study aims to identify what brand/s of coffee are dominating the market, who of this following brands is well known to the market and what factors greatly affect the customers choice of purchasing such coffee brand. This would also be helpful for other future studies to be conducted in any relation to our study.
The report contains the result of a market study about preferred coffee brands and designed to identify the general characteristics and behaviour of the market based of coffee consumption. This would benefit marketers who want to know the effects of these competing brands to the existing market. By understanding the clashing brands of products readers would learn their history, background and the growth development where in they are processed and changed through time and evolved through the needs of the consumers. This would also serve as a future reference to other group of researchers that wants to widen their ideas on the said study.
And finally, we want to reach to the consumers so that they would assess the market condition and make some comparison on the real status of the market and the study conducted, if this holds true because they can tell the real standing of every products in the market. This would evaluate and inform people in accordance to the findings that we have they could see the outcomes on what brand that shines above all.
STATEMENT OF THE PROBLEM Our study will be focusing on what coffee brand/s is/are dominating the coffee market in terms of its price, taste, market share, hobby drink and packaging. We would be studying what specific part of the sample population in Davao City prefers what coffee brand and what are their bases for patronizing the coffee. We would also study the demographics of the population to know how the coffee brands affect the consumption and the popularity of the product. We will also tackle what amount of cups of coffee do the Filipinos consume per annum. And lastly, how can the competitors of the dominating coffee brand/s compete with the promotional strategies and overall techniques of the company producing the coffee product.
These problems were identified from the gathered information in the survey we conducted. With this problem, we can create better tactics on how we could compete with the dominating coffee brand/s if we are to invent new coffee product in the market. Aside from this, we can use the gathered information to know how the companies of these coffee brands play in the coffee market to attract consumers and how they sustain their stability as a big group company producing coffee products. This study can also be used in future studies about coffees in the market specifically the people of Davao city who were very fond of drinking coffee. The future surveyors can use our data to help those who are planning to put up a coffee business on how they can increase their sales with regards to the coffee they are about to sell.
This objective may be segregated into the following sub-objectives that will identify the main objective of the group.
• To determine how the specific coffee brands behave in the market with the target consumers with ages 18-65 years old. packaging and hobby dink) affects the consumption of the product.
To examine how the brand of coffee and its factors (price.
. • To segment a total market patronizing each coffee brands by the sociodemographics the study has collected. taste.OBJECTIVES In order to conduct this study the group agreed that the overall objective is to evaluate the answers made by the sample set of 100 respondents we have surveyed in what coffee brand do they purchase and patronize.
we can tally the results in order to identify which among them is the most numbered in terms of price. We conducted our survey within the vicinity of Davao City to identify which among the five coffee brands are the choices of Davaoeños. We have distributed survey questionnaires to 100 stratified randomly selected respondents from different places in Davao City. We expect to gather concise data from our respondents. taste. These coffee brands are Nescafe. regarding which of the coffee brands they usually purchase or drink. Since Davao City is numbered in terms of its population.SCOPE AND LIMITATIONS
Our study will be focusing on the five selected coffee brands which are known and are creating names in the coffee market. San Miguel Coffee. Jimm's and MX3. We will only limit our study within Davao City since the group do not have enough resources to go beyond the area of responsibility. With their answers.
. hobby drink. market share and packaging. we believe that we could gather enough data and information to finish our study. Kopiko.
It comes in the form of many different products. but desired!
. This super high heat wiped out the flavor and aroma of coffee. but they were the first to do so successfully. Nescafe created a unique and extremely innovative process that involved spraying a mist of concentrated coffee into large. and involved making extremely concentrated coffee and then collecting the residue after boiling it dry.COMPETETIVE POSITIONS
Description. foul-smelling drink that could barely be called coffee. Nescafe was not the first to try their hand at creating instant coffee. producing a bitter. Early attempts date back to 1901.is a brand of instant coffee made by Nestlé. This instant coffee completely transformed the concept people had been familiar with and made it not only acceptable to the taste. heated towers where the fine drops turned to powder almost instantly. Carbohydrates were then added to help maintain the flavor integrity.
Nescafe decaffeinated. Moreover this target truly meets the Nescafe by the help of their television advertisement campaign.Nescafe is to target the morning person which is 24 upper people as well.
3) Current Customer .Nescafe has a market share of 55. also they aims to attract the younger audience that could bring their product into a wide spread phenomenon. This leads to their expansion of different kinds of varieties that show the way to invade the market even more. this evidently shows that Nescafe has dominated the coffee market.2) Market Share. which effect to high growing. and it’s up to NESCAFE to get the morning back on track. etc. It also shows the convenient serving of the product by introducing their different varieties such as.3%.
. Nescafe sweet and creamy. The scene shows the aftermath of a party and an awkward exchange glances between friends. this supports to the growing trend for more convenient coffee formats among the nohassle generation and enhances the current NESCAFE offering by giving audience a wider selection of products. Nescafe 3 in 1.
Nescafe has built strong brand equity through the use of aggressive marketing strategies globally. However. Nescafe’s brand value stays high in 12.4) Positioning and Promotion Strategies.
. 753 ($m) even its value depreciated at -4% at the 2010 survey of top 100 best global brands. Each country /region's Nescafe forms its own strategy to effectively target its audience and generate sales accordingly for the profitability and growth of the company. but in 2010 it goes down two places that place NESCAFE into the 27th spot.It has been noted that Nescafe as a brand is in a intermediary phase from being an exclusive utilitarian consumption 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. It is for this reason that some variants are designed and marketed to cater to the needs of that particular segment of the market .Nescafe is a widely known product that it able to join the prestigious best global brand ranking. Nescafe maintain to be part of the top 100 best global brands. In 2009 NESCAFE was ranked 25.
Nescafe. one nescafe” of the nestle nescafe made a big hit all around the world that when people are asked what brand of coffee comes into their minds.
.The slogan “one moment. Pull strategy is strategy of Promotion which pull the consumer to buy the product.
Promotional Strategies: • Television • Newspapers • Internet • Public relation activity • Public relation at selling point
The distinctive point of advertising was TV which is special in the movie style and music marketing strategy. only one answer fits it.
000 tonnes of Nescafe coffee will be sourced a c c o r d in g to th e R a in fo r e s t A llia n c eeA n d Su ltu re a bel tw o rk (S A N ) p rin c ip leUnder 0 2 0 a g ric u s ta in N .000 farmers every year.Over the next five years. s b y 2 the Nescafe Plan. disease-resistant coffee plantlets to farmers by 2020. This helps farmers to rejuvenate their plantations. 90. eventually purchasing 180. thus multiplying the yield on existing land and increasing farmers’ income . Nestle will double the amount of Nescafe coffee bought directly from farmers and their associations. With the support of the Rainforest Alliance and the 4C Association.000 tonnes of coffee from around 170. Nestle will distribute 220 million high-yield.5) Recent News. In addition.
. all directly purchased green coffee will meet the internationally-recognized 4C sustainability standards by 2015.
SAN MIG COFFEE
1) DescriptionSan Miguel Coffee Co.even when it just started way back in June of
2005 a remarkable journey for it is by San Mig coffee to be on the top list of Filipino’s favourite instant coffees. Coffee beans are ordered on a weekly basis to insure the quality and flavor of the coffee. is know for exclusively producing gourmet coffee. San Miguel Coffee Co. If you are looking for a great cup of coffee at a reasonable price. Washingto. San Miguel uses a roasting company located in Mount Olympia. provides its customers with the freshest and richest beans.
. Batdorff and Bronson is known in the coffee industry for their quality and consistency of coffee around the world that produce high quality coffee cherries. The San Mig Coffee brand has gained considerable share of the instant coffee market with the introduction of Sugar Free variants in the 3-in-1 segment and San Mig Super Coffee Instant Black Coffee in the mainstream.
4) Positioning and Promotion Strategies‘Bagay sa Taste Mo!’
• Television • News Papers • Internet • Billboard Commercials
5) Recent newsSan Mig Coffee Pro-Health sponsored this year's Metro Magazine's 'Metrowear YDG / FDCP Show'. The first 'defile de mode' shared by Young Designers' Guild and Fashion and Design Council of the Philippines was held last July 30 at NBC Tent wherein the designers presented their fashion forecasts for the coming holiday 2009 season such as Techno Folk. without creamers. unadulterated black coffee. milks.3) Current Customer• adult coffee drinkers • people who want pure. inspired by
Compare it to the instant coffees you grew up with.
San Mig Coffee Pro-Health supported Metro Magazine because they have the same objective -to set the bar on fashion and beauty.
Strengths. good enough to stand on its own without creamer or milk. and the aftertaste is smoother & cleaner. San Mig Coffee Pro-Health variants . Guggenheim. Pro-Slim and Pro-Fiber. energy.Shakespeare. the coffee taste is stronger.Pro-Power. Combine these three attributes and you get the perfect black coffee. figure and beauty.” (refer to page 19)
. have health components that can actually improve and enhance digestion. Enchantment and House on the Prairie. ProBeauty. the aroma is richer. A perfect coffee drink that gives you something more than the usual cup of coffee.
Though no specific figures were shown about their market share.
1.The aroma and the taste in every coffee are
determined by their beans quality and the way the beans are being processed and blended.
. blended and processed in the finest way.market share of Kopiko in terms of being a
coffee candy gained an outstanding market share in Philippines market and other countries. Kopiko 3 in 1 instant coffee is made from best selected coffee beans. the Filipino people who desires a real taste of coffee combined with brown sugar.
Description. taste the greatness.
3. Kopiko 3 in 1 instant coffee. Experience the difference.
. Capturing the taste of most people around Asia looks for.
Positioning and Promotion Strategies“Astig na Kape!” • TV commercials • Newspapers • Public Relations Activity
5.4. it made a big hit in the market. Since the launch of kopiko brown coffee. we can surely say they are a success in the making.Kopiko is known for being a candy with a true taste
823.366.544.77 -litres of consumed
To get the Market Demand:
Q= 670.600.986 Total population of 18-65 years old as potential buyers 63.metric tons of total coffee consumption in Philippines To convert in Litres: (63.529-litres of consumed coffee per annum in Philippines (74.291.000 Kg (63.423.600.
.043.153 . 823.318.976.28 x 49%) = 512.91 Litres
The Total Market Demand of coffee in the Philippines given that n is 670.153 * 49%) = 670.423.986 x 512.00 Kg x 0.603.MARKET DEMAND
coffee per annum in Davao city with the potential consumers of ages 18-65 years of age
Q= n x q x p
97.total population of 18-65 years old as potential buyers in Davao city (1.77 x 10
= 3.39% .767.366.600 tonne x 1000 Kg/tonne) = 63.77 litres of coffee consumed per annum in Davao city with their potential consumers of 18-65 years old and p for the price that consumers usual purchased price.529 x 1.percentage of Davao city’s population in Philippines 49 % .318. 529 L 74.986 as the potential consumers of coffee.39%)= 1.438.28 (1.823.600 . q is 512.Total population of Davao city 1.423.850 L/ Kg) = 74.Total population of Philippines 1.043.
teenagers were already flocking in to coffee-houses. Although it has been a huge breakthrough in the coffee industry. and heard on the radio. Nescafé unveiled its Gold Blend which introduced freeze-dried soluble coffee. TV commercials. During that time. together with his team thought of the need to produce high quality coffee that could be prepared by simply adding hot water while still being able to retain the coffee's natural aroma. There signature jingle. originally sung by ZsaZsa Padilla. It became a huge success in America and because of this Nescafé was able to re-launch itself in Europe. Max Morgenthaler. It was called Nescafé as a combination of Nestlé and café. It rapidly grew in popularity and by the 1950's. It took them seven years of research in their Swiss laboratories until finally. it was exported to other countries like France. 1938 in Switzerland.. Shortly after its release in the market.
. Its coffee guru. they found the solution. The invention of new technology made it possible for Nescafé to make the ‘full aroma' process which captured more aroma and flavor in every single coffee bean.REVIEW OF RELATED LITERATURE NESCAFE The history of Nescafé can be traced back as far as the 1930's. Nescafé can be seen in prints. Nescafé made its grand debut in the Philippines during the 1960's. It captured the attention of the Filipinos due to its huge multimedia exposure. it didn't become a big success in Europe due to World War II. Great Britain and the USA. is still being used today. The new generation of instant coffee was first introduced on April 1. In 1965. This is what made the unique quality and character of Nescafé even better.
rather. Their consumers can buy it in different sizes like the family pack. Now. Other contenders are Café Puro and Great Taste Coffee. billboard ads and etc. they now have 15 different variants of instant coffee which come in different sizes. Although the lyrics have been slightly altered. You drink coffee when you want to patch up things with your wife. There are various reasons for why Nescafe is the leading brand. Nescafe and San Miguel coffee products dominate supermarket stalls as they have more space dedicated to their different coffee variants. Kopiko is also becoming a serious contender in the social worker department mainly due to the price. in the one world of Nescafé. Since they're also using celebrity endorsers. this catchy phrase means that coffee isn't just something that you drink during breakfast or when you're tires. Different variants attract different kinds of customers which just widens their market share.Let's sit and talk awhile. economic pack. people remember their advertisements more. newspaper ads. they sell it in jars and aluminum packs. when you want to take a rest. Since Nescafé has a vast and diversified target market. sulit pack and gift set. they have more variants. Starting from their Nescafé Classic. Its closest competition is San Miguel Corporation. they had to launch different varieties of their instant coffee to suit the needs of their customers. Nescafé coffee can be used to socialize and catch up with the people whom you haven't had time to talk to for awhile.
. First of all. Nescafe is the biggest in terms of advertising with tons of TV commercials. Lastly. Next is its huge multimedia exposure. Before. This boosts brand awareness and is also one of the main reasons why everyone is aware of Nescafe. or even when you just want to have fun. they used to sell Nescafé coffee in a diamond glass which acts as a drinking cup once all the coffee powder was consumed.
Coffee isn't really healthy but Nestlé’s Nescafe will guarantee that it is good for the health because their tag line is “wellness choose nestle” unless you drink too much it will be bad because too much of anything is bad. There are also variety flavours of Nescafe which they can choose from if they want to try something else. We prefer Nescafe because it has a good and high quality coffee and it's from a good brand. If they prefer a much creamier coffee why not try the Nescafe Sweet and Creamy it will surely satisfy them.Nescafe has credibility and a lot of people are already loyal with the product. We have also found that most service workers like their coffee creamy and Nescafe 3in 1 is the best choice of coffee because Nescafe 3in1 contains sugar. Nescafe is very popular in the Philippines and according to the service worker we interviewed majority of them prefer Nescafe because according to them Nescafe is the first coffee introduced to them. The aroma of the coffee would make you crave for it. Nestle and the price is affordable. If they prefer bitter coffee then Nescafe Classic is the perfect choice. As long as they continue maintaining their quality.
. for sure Nescafe will continue with its frontrunner status for a long time. cream and coffee of course. Coffee also helps delay signs of aging so it doesn't just keep you awake or suit your taste/cravings it's also good for the body and mind.
Nescafe 3in1 is made up of high quality coffee that will surely to suit your taste.
(NAME SIZE and PRICE) • Nescafe Classic Refill
.00 depending on the amount of coffee bought. Their price range estimate is from P25.00 to P450.VARIANTS: The different variants of Nescafé instant coffee are: • Nescafé Classic • Nescafé Decaf • Nescafé Gold Blend • Nescafé First Pick • Nescafé Choco Fudge • Nescafé Viva Vanilla • Nescafé Intense 3-in-1 • Nescafé Hazalnut • Nescafé Original 3-in-1 • Nescafé Sweet ‘n Creamy • Nescafé Sugar Free 3-in-1 • Nescafé Decaf 3-in-1 • Nescafé Fit with Teavigo • Nescafé Lingzhi with Ganoderma Extract • Nescafé Relax Decaffenaited Coffee with Chamomile • Nescafé Protect • Nescafé 3-in-1 PRICES Price varies depending on the flavor and size.
P 114 • Nescafe Classic Sticks 26g x 84 pcs P153.15 50g P 49.50 100g P 100.40 • Nescafe Protect 100g P 130 50g P 70.50 200g P424.50 50g P 35.20 200g P 449.50 • Nescafe Classic First Pick (limited edition)
.50 • Nescafe Decaf Refill 25g P 25.95 25g P 18.50 • Nescafe Gold Blend 100g P 262.10 • Nescafe Classic Jar 50g P 54.25 Sulit Pack 12g x 12 pcs.50 • Nescafe Decaf Jar 200g P 303.50 • Nescafe Gold Jar 100g P249.110g P 71.90 200g P 216.
P 67. P 67.100g P 110 50g P 57.10 • Nescafe Decaf 3 in 1 14g x 10 pcs.70 • Nescafe Viva Vanilla 15g x 10 pcs.70 • Nescafe Original 3 in 1 14g x 10 pcs. P 57.70 • Nescafe Fit w/ Teavigo 32.70 • Nescafe Intense 3 in 1 14g x 10 pcs.25 • Nescafe Lingzhi w/ Ganoderma Extract 70g P 49.50
. P 67.25 • Nescafe Choco Fudge 15g x 10 pcs.25 • Nescafe Taster's Choice Decaf 12g P57. P 52.30 • Nescafe Hazelnut 15g x 10 pcs.5g P 39.50 • Nescafe Relax Decaffinated Coffee w/ Chamomile 70g P 39. P 67. P 52.30 • Nescafe Sugar Free 3 in 1 6g x 10 pcs.50 • Nescafe Sweet n' Creamy 14g x 10 pcs. P 46.
00 • Nescafe Taster's Choice Vanilla 172g P419.50 (http://reviewessays. The young coffee tree needs exactly the right amount of shaded sunlight. evergreen tree that grows across South and Central America. it will carry on producing for another 40. and pest and weed control.• Nescafe Taster's Choice Hazelnut 6. Africa and Asia. regular watering. and it will be four years before its’ productive.50 • Nescafe Taster's Choice Regular 4 oz/ 113g P311.html?essay=44) MANUFACTURING PROCESS Only 100% pure coffee goes into NESCAFÉ but have you wondered just how it gets from the tree to your cup? ON THE PLANT Your coffee starts life on a small.
. Well managed.10 oz/ 172g P449.com/print. fertilising. Blend 4 oz/ 113g P429.50 • Nescafe Taster's Choice Orig. as well as constant attention.
with almost no coffee aroma or taste. for the perfect cup of NESCAFÉ. are sorted. India and Eastern Africa. MAKING THE PERFECT CUP OF COFFEE Roasting. soluble coffee. depending on the desired flavour. to release that familiar coffee aroma and flavour.
. After drying and preparation. THE PICK OF THE BEANS The red coffee ‘cherries’ (with the coffee bean inside) take about nine months to ripen. graded and checked for quality. Central America. the ‘green beans’ . Imperfect beans (called stinkers. Finally. Ethiopia. They are then picked by hand. the experts at NESCAFÉ blend Arabica and Robusta beans from the world over. Colombia. can take from three to 12 minutes. Robusta is characterized by strong flavour and low acidity and grows mainly in Vietnam. Brazil and Indonesia. Just waiting for you to add freshly boiled water. the fresh coffee brew is specially dried to leave 100% pure. Mexico. To guarantee consistent quality of flavour and aroma. The roasted coffee is then ground to make it easier for the full flavour to be unlocked in the brewing process. Arabica boasts a delicate aroma and pleasant acidity and is grown in Brazil. sours and foxes amongst other names) are rejected and the quality beans are packed and shipped. blacks.WHICH BEAN?
There are about 60 species of coffee but Arabica and Robusta are the main two grown commercially.
A new standard to discover in black coffee San Mig Coffee 100% Premium launched 12/6/2006 True to the San Mig Coffee tradition of creating coffee that’s ‘Bagay sa Taste Mo!’. San Miguel Coffee Co. San Mig Coffee Brand Manager. and the aftertaste is smoother & cleaner.” says Vince de la Cruz. Washington. ‘San Mig Coffee 100% Premium’ is specially formulated to suit the tastes of no-frills adult coffee drinkers. Coffee beans are ordered on a weekly basis to insure the quality and flavor of the coffee. San Miguel uses a roasting company located in Mount Olympia. provides its customers with the freshest and richest beans. the coffee taste is stronger. Batdorff and Bronson is known in the coffee industry for their quality and consistency of coffee around the world that produce high quality coffee cherries. milks. or flavorings. These individuals are the purist types who want pure.SAN MIG COFFEE San Miguel Coffee Co. “What’s exciting about ‘San Mig Coffee 100% Premium’ is that if you compare it to the instant coffees you grew up with.
“This is how instant coffee is supposed to be. Combine these three attributes and you get the perfect black coffee. without creamers.”
. good enough to stand on its own without creamer or milk. If you are looking for a great cup of coffee at a reasonable price. is known for exclusively producing gourmet coffee. the aroma is richer. unadulterated black coffee.
. with much of the credit going to Piolo’s effective endorsement. 2009. there’s still the ‘ASAP’ every Sunday and I’ve also been making indie films on the side. about 20-23 cups. but in its place in the hearts and minds of Filipino consumers as well. Pascual remains in tip-top shape despite his many engagements.Cholesterol-free and Halal-certified. extra strong and sugar-free. including the taping of the remake of hit Korean television series “Lovers in Paris” over ABSCBN set to be shown in July. ‘Lobo. strong. mild. Piolo’s San Mig Coffee billboards a welcome sight April 30. I’m pretty excited about this new series since it’s filmed at the Romance Capital of the World and it’s been a while since my last series. Inc popularized the 3-in-1 coffee mix concept in the country with its hugely popular variants of original. San Mig Coffee put up the billboards at these busy thoroughfares to announce that it remains to be the No. The introduction of the San Mig Coffee 100% Premium will surely be an added boost for the company. 9:30am Piolo Pascual’s bronzed and well-chiseled body as shown by the San Mig Coffee Sugar Free billboards along EDSA and Katipunan are a welcome sight for motorists who brave the usual Metro Manila traffic everyday.” he said. The latter makes approximately 10-12 cups while the former.1 Sugar Free Coffee mix in the country today.’ We stayed in Paris for almost a month. He is joined by Fil-Am commercial model Michelle Paloma.’ Of course. not only in terms of its position in the Philippine coffee market. San Mig Super Coffeemix Co. “I’m in the process of taping the remake of ‘Lovers in Paris. San Mig Coffee 100% Premium is available in 20 and 40 gram pouches.
the billboard says ‘Be # 1 in hotness with the # 1 sugar free coffeemix’ and I have to say that it’s really true – San Mig Coffee Sugar Free is the perfect product not just for me.com.“That’s right. (http://mb. The 3-in-1 Sugar Free line. just keep in mind that there’s no ‘magic’ or ‘instant’ formula when it comes to looking good – it’s all about making healthy food and beverage choices everyday and making sure that you do some sort of workout weekly. then you’ll get a great-looking body in no time. And what better proof there is than Piolo’s physique itself. If you do these things consistently.” he said.” “Besides drinking San Mig Coffee Sugar Free to keep down the calorie intake. but for anyone who wants to look good this summer. for example. has only half the calories than regular coffee mixes while the 2-in-1 Sugar Free products have zero fat and only 10 calories.ph/articles/204276/piolo-s-san-mig-coffee-billboards-a-welcomesight)
VARIANTS: San Mig Coffee Instant 3-in-1 Regular Coffeemix
• • • •
Mild Original Strong Extra Strong
San Mig Coffee Instant 3-in-1 Sugar-Free Coffeemix
• • • •
Mild Original Strong Extra Strong
San Mig Coffee Instant 2-in-1 Regular Coffeemix
• • •
Mild Original Strong
San Mig Coffee Instant 2-in-1 Sugar-Free Coffeemix
• • •
Mild Original Strong
San Mig Coffee Pro-Health
• • • •
San Mig Coffee Pro-Beauty San Mig Coffee Pro-Fiber San Mig Coffee Pro-Power San Mig Coffee Pro-Slim
Coffee keeps me awake and alert. Just recently I shifted on drinking Kopiko because of their new flavor. December 27. Studies claim that it provides anti-oxidant to the body and even prevent heart disease.KOPIKO Monday. Kopiko Brown Coffee. coffee is delicious. And it is divine to drink. I believe brown sugar is better compare to white sugar as the latter is refined and re produced so many times. I usually have my coffee at work in the afternoon because it is less pressure during afternoon. White sugar in turn is bad for our health. I bought a box that contains 6 sachets of 25g every week. 2010 Kopiko Brown Coffee Contrary to old belief. One thing is certain. It is so tasty. I can assure. It is only P6 per sachet. Kopiko Brown Coffee. It is just a regular coffee with cream but the difference is it uses brown sugar instead of white. Kopiko Brown Coffee
I am a fan of Nescafe Trio Coffee. It is a coffee mix with brown sugar. coffee-drinking has a lot of health benefits.
. I gave up Starbucks coffee and have this cheap and delicious alternative instead. That is the reason I shifted on Kopiko Brown Coffee. I just love this coffee.
but there is no mocha flavor in it. with slight taste of mocha. but I prefer the hot mix rather than cold. It is not sweet either.00 • Kopiko Brown Coffee more in 1 25gX10 pcs. P 50.45
. the taste is not strong. This one is a perfect blend of coffee for me. For me this one is enough to ease my hunger. as recently Nescafe launched this kind of flavor.16 for 25g sachet. Kopiko is much better. It makes you smell how slightly strong the coffee is. It only cost $ 0. Rating: 10 VARIANTS: • Kopiko 3 in 1 20gX10pcs P41. I do not care about Starbucks coffee now that I got to taste it. I do not feel any hunger. Actually. In the afternoon. even if I only have this coffee. however. very affordable and always available from small store to groceries.Kopiko is first on this one. I prefer to drink it while it is hot because I do not enjoy the less sweetness when it is cold already. It only contain right amount of sugar. the first thing that I got to taste is the coffee and second is its creaminess and last is the little amount of sweetness. It tastes like pure coffee. This coffee is perfect to drink any time. The aroma is not that strong but as you zip it while it is hot the aroma enters your nostril. it is creamy and the taste of brown sugar is well tasted. Once it enters my mouth.
price. market share and packaging.0 program for an error free output on our desired outcome of report. gender and price they are willing to pay for a cup of coffee. Our sampling plan was to use stratified random sampling to be used. occupation. and 45-65.
. we can be sure that the respondents were in their mature thinking to answer every question in our survey. These age groups will represent a sample population in their said age groups. To tally the results on which among the gender drinks more coffee. We asked them to choose which among of the five coffee brands they drink or purchase and how often do they do it. We also included in our survey their civil status. We also asked them to rate the following factors from 1 to 5. With the age limit of our study. we used the IBM SPSS Statistics v19. We also used survey questionnaire as means for obtaining the answers we would want to get in order to attain our desired outcome with our respondents and from Davao City who were the primary source of our data in our market study. which among the prices listed they are willing to pay. Our group agreed to release 100 survey questionnaires to be answered by 100 respondents with the age of 18 to 65 years old and with the age group of 18-24. we asked our respondents to answer our survey in the best way that they can.METHODOLOGY
In conducting our study. taste. which among those who are Upon the collection of the data gathered. hobby drink. 2529. 30-34. 35-44.
MX3 and Jimm’s Coffee an all natural organic coffee drink made of Mangosteen and herbs are becoming a brand contender of Nescafe. more and more coffee drinkers are getting health conscious.
. price. San Miguel coffee is making a name for itself and also this brand has many variants that could readily compete with the leading brands. On the other hand. Its closest competition is Kopiko. Since coffee drinkers are getting old by the minute. though they have a problem on their pricing that consumers are not appreciating. Nescafe is the brand leading the market. Looking for benefits that will give them the needs of the aging people. The coffee itself is costly but Piolo Pascuals’s advertisement (see reference pp. It is dominating the market in terms of brand consciousness (which every age group prefers Nescafe above all other brands) and brand rating (where it got the highest rates there is for the four factors taste. San Miguel Coffee is also becoming a contender of the two leading coffee brand. Nescafe and Kopiko instant coffee products dominate supermarket stalls though Kopiko is known for being a coffee candy it didn’t stop consumers to buy their coffee products. these two coffee brands are surely making a great triumph in the market. packaging. and even as a hobby drink we have given to our respondents).FINDINGS
Based on the information we gathered from our respondents.21-22) the people were convince to purchase their product. It dominates all the four attributes in determining the brand's place in the market. Though it didn’t have as many variants there is compared to Nescafe but because of the very affordable price offered to the mass Kopiko made a hit.
one Nescafe” sinks in to the souls of each and every one of their consumers as they sip a cup of Nescafe. First is their wide set of coffee variants (see reference pp. 29). Also.
. As long as the quality of their product is maintained. Different variants would most likely to attract different kinds of costumers which widens their industries market share (see market share graph p. newspaper ads. and billboard ads. people will most likely remember their advertisements more than its competitors.14-15). Since they're also using celebrity endorsers and regular people in their commercials. these brands need to be more wide-open more in the market to have their fair stake of the market share. Next in line is the company’s huge multimedia exposure.
There are several reasons why Nescafe stays to be the leading brand. Nescafe already has many loyal customers.Though not that well known. Nescafe is the biggest in terms of advertising with loads of TV commercials. Lastly. no doubt Nescafe will continue to be the leading coffee brand in the long run. This is one of the main reasons why everyone is aware of Nescafe. their very catchy tagline “let’s sit let’s talk one moment.
This chart illustrates the break down of our respondents based on what age group they belong to.
. As we can see that almost half of our respondents are in the ages of 18-24 years old. This indicates that coffee drinkers are by far getting younger and younger. Also the older the people get the less coffee they consume. This is because the older people get the less sleeping hours they have so older people do not take coffee anymore because it will only interrupt their sleeping hours.
As we can see the highest share in the market is Nescafe with a topping spot in the market share of 70%. is good. Though it did not made any big of a share compared to Nescafe.
. The 6% of the market share was given to San Miguel coffee who ranks 3rd in the market share. This illustration also shows the percentage of the coffee brands based on the consumers choice in terms of taste. The 14% of the share goes to Kopiko. price. The 5% of never in this chart represents the number of people in this age group that does not take part in the coffee consumption.This illustration shows the market share of each coffee brands based on what brand of coffee consumers usually purchase. for a starting brand to have such success. packaging and hobby drink.
. 10% said that they buy coffee above the range of other consumers and only 1% said that he/she is willing to pay Php101-150 worth of coffee. 62% of the consumers want to spent less 10 pesos on coffee as much as possible and 27% said that they can afford a much higher price og Php11-70 for their coffee consumption.This chart represents the price that consumers are willing to pay for their consumption.
Nestle. may it be a student.15-17) and the name itself. teens or adults and even by profession. But the branding. unemployed. we would like to recommend Kopiko. Nescafe has already proven its quality and name in its long years of existence.This is also referred to multi-segment or selective specialization plan. For other coffees they could sell different kinds of coffee to different set of customers.
Coffee Brand ratings from 1-5from 1-5 based on Coffee Brand ratings based on being a Coffee Brand ratings from 1-5 based Hobby Drink Packaging on Price
. more than one target market is offered the product and service. female or male.Coffee Brand ratings from 1-5 based on Taste
Nescafe is very popular in the Philippines specifically Davao city where we conducted our study. San Miguel. In this way. MX3 and Jimms coffee to have a Differentiated strategy. employed worker. or self
employed people. not only because of its taste but also of its affordable and very reasonable prices (see pp. it has a taste preferred by many. With these facts about Nescafe. The product may be the same or it might be different. Aside from this. Nescafe is already an
established brand and is also well-known around the globe with its mother brand. advertising campaign and even promotional message will be different for each target customer group. According to the data we have gathered majority of them
preferred Nescafe may it be single or married. In this way more products is introduced and customers can pick different kinds of variants on one brand.
Great as hobby drink 1
__Sometimes __Self Employed Unemployed __
Q2: What brand of coffee do you usually drink? __ Nescafe Mig __ Kopiko __ Jimm’s Others(Please specify):______ Q3: Concerning on your answer to Q2. This ^_^ market study will take part in the partial fulfillment of our Marketing 310. We are conducting a survey regarding which coffee brands customers usually purchase. please do not answer
the remaining questions. (Please
circle the number)
Q4: Where do you usually drink Coffee? __Sari-Sari Stores Markets Q5: Do you drink the same type of coffee every time? __ Yes __ No __Super
Q6: At what price is coffee affordable? __ Less than P10.00
. How would you rate the 4 factors given below? Rate it from 1-5.
Name (optional): _____________________ ______________ Gender: __ Male
__18-24 __25-29 __ 30-34
__ 35-44 __45-64 __65-and over __ Student
Very Impo rtant
Marital status: __ Single __ Married
Profession: __ Employee
N o t Impo rtant
Price Strength (taste)
1 1 1
2 2 2 2
3 3 3 3
4 4 4 4
5 5 5 5
Q1: How often do you drink coffee? __ Everyday __ Every other day __ Occasionally __ Never*
*If you have answered never.APPENDIX Thank you very much! We are students of Ateneo de Davao University 2nd year Business Management.P150.00 __ P101. Thank you for your time.00. 1 is lowest and 5 is the highest.
interbrand.zappafly.com/?Nescafe-Coffee&id=5799162) (http://www.com/view/581 )
( http://caryle.com/en/best-global-brands/best-global-brands2008/best-global-brands-2010.facebook.php?uid=2378668741&topic=3728) • (http://www.com/g/r.aspx) http://www.com/reviews/?p=143155) • (http://www.aspx?c=rp&v=21) • (http://www.indexmundi.php? url=aHR0cDovL3d3dy5pbmRleG11bmRpLmNvbS9waGlsaXBwaW5lcy9w b3B1bGF0aW9uLmh0bWw=&title=UGhpbGlwcGluZXMgUG9wdWxhdGl vbiAtIERlbW9ncmFwaGljcw==&searchid=997020&zapurl=latest+total+po pulation+of+the+philippines+2009) • ( http://chartsbin.com/essay/global.com.promotion.ph/Articles.00 – P70.com/zapaframe.blogspot.com/?tag=nescafe) (Best Global Brands Ranking for 2010 www.html) (http://foodanddrinkbusiness.html )
.164615 (http://kwiniepooh.mightystudents.reviewstream.strategies.00 – P100.00
__ P 71.com/2009_07_26_archive.com) Best Global Brands Ranking for 2010 (http://sanmigcoffee.aspx?MID=1&ID=1&a_id=427)
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