Aziz Alfallaj

UNIV-111
PREFFESOR K.REED
12-03-2016

NESTLE (ARABIANA)

Imagine yourself as a companys marketing manager that produces high quality

products, and, obviously, as your position requires, you must find a way marketing your

products or you will find yourself searching for another job. In order to market the products,

you definitely will need the modern innovations of these days technology. However, let us go

back in time few decades when the technology was not born yet, we will definitely notice the

effects of it on the economy, specifically on marketing. It will certainly aid selling the products

more successfully. Meanwhile, technology plays very critical role in one product sales, and

more interestingly, it plays a role on how to raise a products sales even if it the product does

not deserve to be sold. We will talk more about this later. However, this is not our major focus

on this paper. What is really important is that what problems might technology brings in a case

of misusing.

A salesperson in the Ottoman Empire would lose his/her voice selling their goods. Using

voice might not be the only way to sell and market goods in the past, but let say at least putting

physical effort and spending time must exist to have the goods sold. These days, and as result

of modern technology, people nearly unneeded in order to sell or market a product. According

to Thomas Hine But the most fundamental differences between a traditional market and the

places through which you push cart is that in a modern retail setting nearly all the selling is

done without people. (p228). So now we have the idea that there is a new way of marketing
products with much less use of people, directly. Very impressive! How? To answer this

question we must know the role of the salesperson in the past first. Obviously, we know that

salesperson will speak of the product to inform the buyer about it, and he or she will show the

product to the buyer as well. These two factors are the basic in marketing and selling a product.

And what is interestingly is that modern technology can accomplish more than this. It provides

contextual information about the product that is printed on the package, which replaces the

Ottoman Empires salespersons voice. Also, modern technology provides visual content on the

package and that equivalent of salesperson showing the buyer the product. Hine in his article

Whats in a Package provided very valuable concepts and information about this idea.

According to him Packaging performs a series of disparate tasks. It protects its contents from

contamination and spoilage. It makes it easier to transport and store goods. It provides

uniforms measuring of contents. By allowing brands to be created and standardized, it makes

advertising meaningful and large-scale distribution possible. (p231). Also, With its thousands

of images and messages, the supermarket is as visually dense, if not as beautiful, as a Gothic

cathedral. It is as complex and as predatory as a tropical rain forest. (p230).

As what we said earlier, the major focus in this paper is what might negatives of

modern technology in marketing for products effect. In order to have fully understandable and

precise meaning, we will have a specific product and we will have a detailed analysis of the

product. The product is an instance Arabic coffee from Nescafe (Nestle). The name of the

product is Arabiana. Its exterior look has visual content with a picture of three Arabic,

traditionally decorated, coffee cups filled with Arabic coffee and steam of hotness comes out of

it. It also has textual content says Instant Traditional Arabic Coffee.
 Nestle is a Swiss company that is very well known globally with chocolates, and besides

that it is known with coffee Nescafe. However, since Nestle is a European company,

rationally, it is not easy to produce and profitably sells a foreign product, more importantly, a

traditional product like Arabic coffee. But here what the modern technology provides to help

Nestle marketing and successfully selling their product in Arabic countries, more specifically in

Saudi Arabia. Those factors we read earlier play a very crucial role in marketing the product.

First, its name is obviously derived from the word Arabic and this appeal to most Arabic

coffee consumers because it connects them with the product directly by the name. Second, the

visuals that are shown on the product are closely related to the consumers, not only because it

reflects the culture, but also it represents a facet of the Arabic traditions. Visualizing the cubs

that is used only by the product on it is very appealing to the consumer. Moreover, to have

traditional decoration on the cubs gives the consumer a glance of authenticity. Finally, what is

written on the front of the product is very well chosen, it delivers a strong and direct message

to the consumer saying, this is the same traditional coffee you make at home, but in a modern

version of it. And that strengthen the attraction to the product.

After knowing what might modern technology perform in marketing products, it is, with

no doubt, have drawbacks. It is not necessary to see negatives in every single case of modern

marketing method. However, for better demonstrating and understanding we will have a real

situation in how might modern marketing might impact economically. As we know our product

previously Arabiana, an analysis will be conducted and explained about the product and its

negative effects on the Saudi economy, especially in the coffee market, which is caused

indirectly by the modern technology that is used in marketing.

 It is very important to have a background about the coffee trend, in general, in Saudi

Arabia in order to have a precise analysis of the situation. And to do this we have to have the

proper information about the coffee in Saudi Arabia, there is an article published by MBC

(Arabic news channel) under the name of Saudi Arabia is the most consuming country of

coffee in the world And this will provide us with the needed information.

"


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) 10.000(
3

26
4
.)2014( ". %10
[Saudi Arabia ranked as the most consuming countries in the world for coffee, where coffee is
considered a symbol of generosity and hospitality symbols of the Arabs permanently, as well as
it is a drink that considered as a daily base. According to the study the Saudi Academy to Dr.
Firdaus Bukhari King Abdul Aziz University in Jeddah, Saudi Arabia considered as the most coffee
consumer in world, and the imported coffee quantities annually to the Saudi markets and used
in the Arabic coffee is estimated at (10,000) tons of coffee, the study showed that the
percentage of Saudi Arabia's per person consumption coffee reached 3 kg per year, and the
same statistics showed that Saudis spend annually more than a billion Riyals coffee in all its
components, while the import of more than 26 thousand tons of cardamom, ginger, saffron
with a total value in excess of four billion and a half billion, as an economic reports indicate that
the number of coffee shops in Saudi Arabia increased by greater than 10% annually.] (2014).

It is clear that the coffee demand in Saudi Arabia is huge, and correspondingly, there has

to be a great supply to meet these demands. And where the essence of the problem exists is to

where this huge market money would go, and consequently, support? To have a foreign

competitor, especially a one who uses modern methods to aid marketing the product that

might fire an alarm to local entrepreneurs, specifically in coffee market? Nestle is a famous

European company, that threatening the local coffee stores in Saudi Arabia. However, since we
talked about local stores, here is an example of local Saudi company that, and according to the

claim we have might be affected by such these foreign well-marketed products. The

information comes from an article published by Al-Sharq news by the name of Coffee enters

the economic competition with a market of 15 billion Riyal yearly

..."


.
2006



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%49 %77 2016

.



.)2014( ". .

[In cafes sector in the Kingdom of Saudi Arabia, it is the coffee Bonon Saudi domestic brand
competition for global coffee chain stores, which is partly owned by a group SEDCO
Holding. The company was founded in 2006 and is chaired by Mr. Salim bin Mohammed bin
Mahfouz, and has since grown to become the prime contender for major international
companies relying on high -quality products and its commitment to provide a unique service to
its customers. He predicted Khalid bin Hamad, CEO Bonon Limited, that coffee sales to rise in
2016 by 77% superior to the tea sales, which are expected to rise by 49%, coupled with intense
international and domestic companies to compete. It is likely that this increase be
large, especially in targeted areas proportions developmentally by the state, in addition to
the positive impact of the growth of the great economic, which are seeing a reversal now on
the domestic consumption indicators.] (2014).

In conclusion, and regardless the growth of the local coffee market in Saudi Arabia, this

growth might not be permanently and the first certain cause will be the foreign decently

marketed products that replace local cafes coffee. Arabiana might be a god product, but it has

it negatives on the local Saudi coffee market. So my suggestion is that local stores must raise

their products marketing quality so that they can keep up with foreign products.
 References
1- Thomas Hine-What in a Package. From the Total Package: The Secret History and
Hidden Meanings of Boxes, Bottles, Cans, and Other Persuasive Containers by Thomas
Hine. (1995)
2- Saudi Arabia is the most consuming country of coffee in the world (MBC) (2014). Derived
from: WWW.MBC.NET
3- Coffee enters the economic competition with a market of 15 billion Riyal yearly (Al-
Sharq news)(2014). Derived from: WWW.ALSHARQ.NET.SA