营销策略-咖啡伴侣|留学生课程paper帮写
Marketing Strategy - Coffee-Mate
咖啡伴侣，雀巢（瑞士跨国食品和饮料公司一个受欢迎的零售奶精制造和）拥有的一个受欢迎的零售奶精制造。雀巢的一部分是成功的品牌背后的咖啡伴侣的原因之一，雀巢提供的增值优势，不同的咖啡伴侣从同行。咖啡伴侣已经开发了29种奶精，客户可以享受他们以不同的形式，在广泛的范围内：粉末，液体，无糖和低脂。综合这些品种的口味提供咖啡伴侣无与伦比的产品选择，满足客户的期望。咖啡伴侣能提升味道。它提供一个更丰富，更好的咖啡品尝，无论是即时或真正的。”。庞大的客户群可能是咖啡伴侣瞄准和占领他们市场的机会；或者如果咖啡伴侣错误地瞄准了市场。本报告将根据咖啡伴侣的市场细分，通过对目标市场的吸引力和咖啡伴侣的TGI的消费者调查评价分析。
1.0 Introduction & Aim 简介和目的
Coffee-mate, a popular retailed non-dairy creamer manufactured and owned by Nestle (A Swiss multinational food and beverage company). Being part of Nestle is one of the reason behind the successful branding of Coffee-mate, Nestle provide value-added advantages that differs Coffee-mate from its peers. Coffee-Mate has developed 29 flavours of creamers, customers can enjoy them in different forms in the wide range of: Powder, Liquid, Sugar-free and reduced fat (Coffee-mate, 2014). These comprehensive varieties of flavours offer Coffee-mate unrivalled product options which satisfy their customers’ expectations. ‘Coffee-mate kind of lifts the flavour. It makes a richer, better-tasting cup of coffee, whether it be an instant or a real one.’ (Coffee-mate article, 2014). The huge customer base could be an opportunity for Coffee-mate to target and capture their market; or a thread if Coffee-mate targeted the market wrongly. This report will be presented according to the market segmentation of Coffee-mate, following by evaluating and analysing the TGI’s consumer survey in terms of target market attractiveness of Coffee-mate.
2.0 Market Segmentation 市场细分
Market segmentation is a process of dividing the whole market for a product or service into segments with different and unique characteristics (Hartline F, 2011). By referring to Figure 1, Market targeting can be implemented at different stages: Broad (Mass-marketing), Narrow (Micro-marketing) or in between (Concentrated marketing). In this subtitle will evaluate the market targeting strategies and recommend the best strategy according to Coffee-mate current situation.
2.1 Mass-marketing (Targeting one segment)
If Coffee-mate chooses to use mass-marketing, which means it will be ignoring the entire market segments’ characteristics and choose to target the whole market with only one product type (Hartline F, 2011). If so, Coffee-mate will lose the market share generated by their extended product, Coffee-mate Lite (Article, 2014). It is most likely to be impossible for Coffee-mate to develop a product to fit into all the segments because each segments has their own unique characteristics. Also, Coffee-mate might be facing more competitive peers with a more product-focused and tailored marketing strategy (Micro-marketing). Micro-marketing only aims at one segment where the company will try to customize its product to fit the customer perfectly, which can be considered as a thread for Coffee-mate if it is implementing the mass-marketing strategy which aims the market segments broadly. Consequently, Coffee-mate will lose its competitiveness; relatively lose its market dominance.
2.2 Concentrated Marketing (Targeting multiple segments)
Differentiated marketing allows Coffee-mate to target few large and potential sub segments with one or more than one product (Hartline F, 2011). Coffee-mate should choose to target multiple segments by implementing differentiated marketing strategy, in order to increase their profitability and its possible for them to gain more market dominance it’s achieved in previous times (55%). In details, Coffee-mate and Coffee-mate Lite should have targeted different segments according to to customers age, income level, social status etc. It was given that the coffee-mate and coffee-mate lite act as a complement goods to coffee, they both are undergoing a change in parallel. Through observation wise, National Food Survey (N/A) suggested that households will keen to spend more on coffee if they are earning high income and old pensioners spent most among the customers (Exhibit 10.3). Additional
