catalogue
market analysis
First of all, brand introduction
Second, the marketing environment analysis
Third, product analysis.
Fourth, consumer analysis.
Fifth, competitor analysis.
Sixth, the analysis of competitors' advertisements.
advertising strategy
First, the advertising target
Second, the target market strategy
Third, advertising appeal strategy.
Fourth, advertising creative strategy.
market analysis
First of all, brand introduction
Nestle Company invented the world's first cup of instant coffee in 1938, and named it Nestle Coffee, which was loved by many people in the west. It was sold in China in 1980s and was loved by young and energetic urban consumers. Today, Nestle Coffee has become the leading instant coffee brand in China market and even in the world.
Second, the marketing environment analysis
Disadvantage (w)
Opportunity (o)
Threat (t)
superiority
This brand has formed a high popularity in China market, and has a high degree of loyalty among regular consumers.
Compared with its competitors, Nestle coffee tastes weak, and the negative news of Nestle milk powder also makes Nestle coffee lose a lot of points.
Coffee consumption in China is increasing at the rate of 15% every year, forming a huge consumption potential market.
New coffee brands are constantly entering the market, and the increase of coffee varieties and their substitutes makes the competition in the whole industry more and more fierce.
Third, product analysis.
Product introduction
Product feature analysis
Product life cycle analysis
Analysis of product brand image
1. Product introduction
Nestle Coffee 100% Pure Coffee
Nestle coffee gift box series
Nestle gold coffee
Nestle Coffee Companion (Non-dairy creamer)
Nestle coffee cappuccino
2. Product feature analysis
Product performance: a beverage made of selected high-quality coffee beans as the main raw material, roasted with fine fire, and added with coffee partners and sugar. The taste is mellow, smooth and convenient to drink, and it can be brewed at one time.
Product price: For the peer market, it is in the leading position of the brand, and it is a typical medium and high-grade coffee with a higher price.
3. Product life cycle analysis
Instant coffee first appeared in 1938, and has been in the mature stage of the product.
Nestle Company invests huge sums of money every year to develop new flavors of instant coffee, which has high brand loyalty among consumers and optimistic market prospects.
4. Product brand image analysis
Brand awareness: For many consumers, Nestle is instant coffee. In the instant coffee market, Nestle is undoubtedly the leading brand, occupying most of the market.
Brand Core: The name Nescafe gives people a clear feeling in languages all over the world, which strengthens the feeling that Nescafe can inject vitality and let you relax for a while after being nervous and tired.
Fourth, consumer analysis.
Composition and characteristics of existing consumers:
Young, enthusiastic, energetic and fashionable students and working-class people have a strong sense of professionalism, but they also have to face the pressure of work and constant challenges.
Fourth, consumer analysis.
1. consumer behavior analysis:
purchase motivation
Fourth, consumer analysis.
2. Consumer segmentation
18-30 years old, "I am intimate with advertisements", "I am concerned about new fashion trends" and "I hope to be a person with a unique style".
Most of them are 30-45 years old. "My friends will listen to my advice." They would rather sacrifice their leisure time to earn money and like foreign products.
They are 25-35 years old and don't want to be "people with unique styles". They are less influenced by advertisements and have low brand loyalty.
conventional type
Brand consumption type
Conservative type
Young and energetic
Independent type
Most of them are 35-45 years old and don't pay attention to romance or "new trends".
Age 25-35 years old, mainly brand consumption and family, with poor work and rest rules.
Fourth, consumer analysis.
3. The attitude of consumers
The brand has a high reputation and is very trustworthy (accounting for 55.89%)
The appearance design is also a highlight.
(8.33%)
Its cost performance is low (8.33%)
In order to achieve refreshing effect (28.67%)
Choosing Nestle Coffee was just an accident (2.78%).
Fourth, consumer analysis.
Summary of consumer analysis
At present, the main consumer groups of Nestle Coffee are the working class, and a large part of the young and energetic people aged 65,438+08-30 still have great potential. Therefore, it is suggested that Nestle Coffee should learn from the experience of other coffee brands and shape Nestle's unique coffee culture to meet the needs of young and energetic people.
Fifth, competitor analysis.
Our target market for this advertisement is Guangdong, where Nestle Coffee's main competitors are:
Brand competitors (instant coffee market):
Maxwell House coffee
Industry competitors (liquid coffee market)
Che Jin Braun Coffee, Aha Coffee.
Fifth, competitor analysis.
Market share of instant coffee
Fifth, competitor analysis.
Consolidate existing consumer groups
No matter when and where
Yaha coffee
Continuously introduce coffee flavors that meet the needs of consumers.
youth
Bolang coffee
The prices of all categories are very low; Romantic poetry creation;
Warmth, humanity, sharing
Maxwell House coffee
Single brand, multi-product strategy; New product development is ahead of competitors;
Warm and casual
Nestle coffee
competitive strategy
brand image
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Fifth, competitor analysis.
In the highly competitive coffee market, Nestle adopts the following competitive strategies to ensure consumers.
1. Brand strategy
2. High quality
3. Fast product update and strong R&D capability.
Brand consumption type, conservative type and independent type
Young and energetic
Sixth, the analysis of competitors' advertisements.
Express the emerging corporate image
Shaping product image
Shaping corporate image and infiltrating corporate ideas.
Show the innovation and internationalization concept of the first brand
Advertising performance
Fashion and convenience
Pursuing vitality with music marketing
Share with friends
Fashion, trend and vitality
appeal of advertising
Young, energetic, confident and pay attention to brand consumption.
Mass consumption type, brand consumption type
Young, energetic, confident and pay attention to brand consumption.
Brand consumption, autonomy and conservatism
The main target groups targeted by advertisements
ahab
Braun
maxwell
hold
brand
Maxwell's "GOODTOTHELASTDROP" was once rated as one of the classic advertising words in life.
Golden Car Company promotes healthy and leisure life to the public through various public welfare activities, and creates a good image of Braun Coffee.
Yaha coffee attracts consumers by shaping a young and dynamic culture.
Nestle Coffee informs consumers of Nestle's coffee culture with fashionable and fresh slogans and images such as "delicious" and sweet love.
Sixth, the analysis of competitors' advertisements.
advertising strategy
Create a corporate image, improve the naming purchase rate, maintain the market leading position of Nestle Coffee, and further expand the brand space.
Designed to attract the public and young and energetic consumers.
Spread the culture and concept of leisure and vitality represented by Nestle Coffee.
First, the advertising target
Second, the target market strategy
In the coffee market, consumers realize that coffee products are used for leisure, relaxation and enjoyment of life, followed by the refreshing effect of coffee.
The target market strategy of Nestle Coffee comes from this:
Create a leisure and energetic coffee theme.
Younger, 18 -30 years old.
Consumer psychology belongs to the young and energetic type.
Like advertising.
Pay attention to the new trend of fashion
"I hope to be a person with a unique style."
Third, advertising appeal strategy.
Object of appeal
The target of advertising is our target consumer group, which has the following characteristics:
Contents of appeal
Considering the refreshing vitality of young people now, paying attention to new trends and pursuing self-confidence, the theme of leisure, vitality and refreshment was finally determined as the focus of this advertisement.
Third, advertising appeal strategy.
Fourth, advertising creative strategy.
Expression form
Television advertisements are the main ones, supplemented by print advertisements.
1. TV advertisement: a. broadcast on major TV channels.
B. Bus video network
2. Print advertising: A. Mainstream magazines
B. Turn the billboard
C. Bus body
Advertising slogan:
Happiness comes from me!
Fourth, advertising creative strategy.
The theme of the advertisement is not embodied by characters, but by personification and exaggeration to highlight the inexplicable cries of various household appliances, leaving suspense for the audience, thus reflecting the vitality, refreshment and excitement of Nestle Coffee.
Fourth, advertising creative strategy.
music
First of all: express the bizarre start of electrical appliances and the confused mood of the protagonist with light and humorous music.
Secondly, the climax of the story is set off by the strong rhythm of Hungarian March No.5, which shows the protagonist's panic.
Finally, Hallelujah music leads to the follow-up story, aiming at highlighting vitality and injecting the protagonist into the audience to surprise and cheer.
You can also walk past the coffee shop, where you can talk about personal or business affairs after a day's work. Really comfortable, elegant and quiet. This is the best place to do things.