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1、No matter how busy have you a cup of coffee,演讲人：陈梦涵 王涵玉,Foreword,Nestle 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 urban consumers love Today,Nestle coffee has become the
2、 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 Cup has become the fashion,trend,or a romantic pronouns。,The or
3、igin of Nescafe,Nestle 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,Nestle pattern works as an icon,again reminiscent of Nestle products for babies
4、,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,“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 bird
5、s 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 uphold the concept and principle,it is with the person this,take the quality as heavy,to the world of customer
6、s with high-quality food,bring the good life.,The coffee Class Products,Nescafe 1+2Nescafe 1+2 espressoNescafe Ice 1+2Nestle Coffee MateNestle Gold Medal coffeeNESTL CappuccinoNestle Yunnan coffee gift box seriesNESTL Coffee Gift BoxNestle coffee cup of installedThe Nescafe alcohol product 100%pure
7、coffee,Analysis of Nestle coffee products,Product performance:the selection of the finest quality coffee beans as the main raw material,fine fire baking,add the coffee whitener and sugar,well drinks from the deployment.Flavor is mellow,smooth taste,easy to drink,a red can.,Competitor analysis,1.ELEG
8、ENT COFFEE:Promotes unceasingly conforms to the consumer demand coffee taste,young blood 2.MOCHA COFFEE:All categorys price is low;Mold romanticizing poetic sentiment creation;,warm,the human sentiment,shares 3.MAXWELL COFFEE:Sole brand,multi-product strategy;The new product research and development
9、 are before the competitor;.Warm,leisure conclusion:in the competition intense coffee market,Nestle uses the following competition strategy to guarantee the consumer.1.brand strategy 2.high quality。,Instant coffee market share,Nestle,Maxwell,Mocha,Mocha,Nestle coffee market analysis,(a)sales environ
10、ment 1.Price position:a series of nescafe instant coffee:1 10 yuan.2.Channel strategy:nestle coffee,all over the country large,medium and small supermarket.(b).General market Nestle has coffee in over 100 countries worldwide sales,the consumption of each year for the 1.7 billion cup.A data shows,the
11、 coffee consumption in China in 1998,the number for 200000 bags.By 2005,the annual 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 t
12、he Forbidden City,the coffee consumption of rapid growth,especially for the younger generation,like change enjoy while quality coffee.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
13、species and their substitutes makes the whole industry increased more and more competition.,Target market strategy,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.Nestle coffee target market strat
14、egy from this and come:shaping the leisure,the vigor of the 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。,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
15、 years old too young.Product Type:Nescafe 1+2 flavor is the most popular series of NescafeAdvertising means:television advertising-based and play a decisive roleProduct analysis:advantages:the ability of advertising coverage,product visibility and easy to expand Reasonable prices,and consumer acceptance within Good reputation,is another advantage in similar productsDisadvantages:product types lack,Thank you to watch,谢 谢 观 赏,
