雀巢咖啡广告策划书

1、no matter how busy have no matter how busy have you a cup of coffeeyou a cup of coffee 演讲人：陈梦涵 王涵玉 foreword nnestle company invented in 1938 , the worlds first cup of instant coffee , nescafe and named by the love of many people in the west . it sold in china began in the 1980s , young, energetic ur

2、ban consumers love today , nestle coffee has become the chinese market, and even the world s leading instant coffee brand higher visibility of the brand in the chinese market has been formed . the nescafe television advertising in china , in 1989 , tastes great classic slogan household . nescafe red

3、 cup has become the fashion, trend, or a romantic pronouns。 the origin of nescafennestle with their own name for the brand name, but its name in english but comfortable settled meaning of and snuggle . the specific meaning of its name , naturally with the english the same root , nestle linked , nest

4、le pattern works as an icon , again reminiscent of nestle products for babies, loving mothers and health and nutrition。 内斯特尔用自己的名字为品牌名 称，但其英文名称的意思是“舒 适安顿下来”和“依偎” 。其名 称的具体含义，自然与英语同根 生， “雀巢”挂钩，以雀巢作为 一个图标，又让人联想到婴儿， 母亲和保健营养的雀巢产品 logo n “nestle”的意思是“小小 鸟巢”，这个温馨的鸟巢 作为雀巢公司的标志，深 受消费者熟悉和喜爱，它 代表着雀巢公司的理念： 关爱，安

5、全，自然，营养。 作为全球最大的食品公司， 雀巢秉承一贯的理念和原 则，以人为本，以质量为 重，为世界各国的消费者 提供优质食品，带来美好 的生活。 nestle means little birds nest, the warm nest as a sign of nestle, consumers familiar with and the affection, it represents the nestles idea: love, security, natural, nutrition. as the worlds biggest food companies, nestle up

6、hold the concept and principle, it is with the person this, take the quality as heavy, to the world of customers with high-quality food, bring the good life. the coffee class products n nescafe 1 +2 n nescafe 1 +2 espresso n nescafe ice 1 +2 n nestle coffee mate n nestle gold medal coffee n nestl ca

7、ppuccino n nestle yunnan coffee gift box series n nestl coffee gift box n nestle coffee cup of installed n the nescafe alcohol product 100 % pure coffee analysis of nestle coffee products n product performance : the selection of the finest quality coffee beans as the main raw material, fine fire bak

8、ing , add the coffee whitener and sugar , well drinks from the deployment . flavor is mellow, smooth taste , easy to drink , a red can . competitor analysis n 1. elegent coffee: promotes unceasingly conforms to the consumer demand coffee taste, young blood 2. mocha coffee: all categorys price is low

9、; mold romanticizing poetic sentiment creation; , warm, the human sentiment, shares 3. maxwell coffee: sole brand, multi-product strategy; the new product research and development are before the competitor; . warm, leisure n conclusion: in the competition intense coffee market, nestle uses the follo

10、wing competition strategy to guarantee the consumer. 1. brand strategy 2. high quality 。 instant coffee market share nestle maxwell mocha mocha nestle coffee market analysis n (a) sales environment n 1. price position: a series of nescafe instant coffee: 1 10 yuan. n 2. channel strategy: nestle coff

11、ee, all over the country large, medium and small supermarket. n (b). general market n nestle has coffee in over 100 countries worldwide sales, the consumption of each year for the 1.7 billion cup. a data shows, the coffee consumption in china in 1998, the number for 200000 bags. by 2005, the annual

12、sales of coffee in china to 500000 bag fee has been, with an average annual growth rate of over 20%. nestle coffee launch a mobile for coffee cup, this also is zero sales market is the only a cup of coffee with type. in the forbidden city, the coffee consumption of rapid growth, especially for the y

13、ounger generation, like change enjoy while quality coffee. n conclusion: china coffee consumption rising at an annual rate of 15%, a great potential market consumption. there have been new coffee brands to enter the market, coffee species and their substitutes makes the whole industry increased more

14、 and more competition. target market strategy n in the coffee market, customer more coffee products is used for recognition of leisure, relax and enjoy life, secondly by stimulating effect of the coffee. n nestle coffee target market strategy from this and come: shaping the leisure, the vigor of the

15、 coffee theme 雀巢咖啡作为一种口味独特的饮品深受青少 年的喜爱，市场定位为时尚，小资的产品。 n nestle coffee as a unique tastes drinks by the young people of love, the market localization for fashion, small endowment products. summary： consumers: nestle coffee consumption ages of 19-35 years old too young . product type: nescafe 1 +2 flavor is the most popular series of nescafe advertising means : television advertising - based and play a decisive role product analysis : advantages: the ab